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Email marketing Strategy.

2016-02-20 | 5507 Print PDF

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Email marketing Strategy

Do you know that building an email marketing strategy as a lot of role play for your business online success? did you know that email marketing is still topping the charts when it comes to communication and conversion? yep it's not social media or search engine, well I never knew this until I recently got caught up digging the facts on this revelation.

Email Marketing as a conversion tool
what does the term email marketing strikes you as? spam, junk mail. Well people tend to associates a lot of negative thoughts towards email marketing. This is a bias conception, we need to look at from a fresh eye in order to understand the impact of email marketing.

Email Marketing Definition

 Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing...As defined by Wikipedia.

Building an email marketing strategy is cheap and easy to use...email marketing is the process of delivering RELEVANT, ENGAGING and TIMELY marketing messages about your products/services to a specific group of recipients through email.

Merits of Email Marketing Strategy

• Its more personal, connecting with and building relationships with consumers/people, and still the number one way to communicate online.
• People use email more than Facebook, search or any other form of communication online.
• it is the oldest but still the most relevant.
• After getting leads and customers you need email marketing to keep in touch.
• it is a massive task but its worth the time and results are excellent.

Do you know which platforms emails are read the most?
what do you think the % split of emails readers is: smartphone, tablet , desktop?
why do we need to care where emails are read from? well its most obvious that as an email marketer you will need to consider this as one of your priority when building a successful email marketing campaign. The main reason you need to care is that it helps you to plan your email campaign design/responsiveness.

Email Marketing Reach - Smart phone, Desktop , Tablet

This little information now highlight the need to design your email templates for smartphones, ie make it mobile friendly, since a majority of them are always reading their emails via smart phones.

Mobile Email- where designs kills you

if your email does not display correctly or does not look good 70% of targeted prospects will DELETE your emails while 18% will unsubscribe!!

Email Commerce- where it all goes wrong

Email Commerce- the purchase precursor
when it comes to purchase online, people tend to work with referrals, in the order of ecommerce purchases made online, email is ranked number one, and funny thing is, it beats both Facebook and twitter combined, it is a report form 2014 based on digital publishing report by retails buying habit, how email influence people more in buying and leading to a purchase.

I really hope you see the impact email has, that email influences people and do lead to purchase.

Types of Email people like

To be specific the kind of emails that are timely, engaging and relevant, does are the kind of emails people love to see, from the image above over 48% are covered by special offers and vouchers, news letters come in 3rd, real time delivery tracking comes in 2nd for e-commerce shops.

Email users want you to give them added value, a reason to read the email, to open the email.

What Gets People Interest On Email- Subject

The number one thing that grabs peoples attention is an interesting subject topic email

Points for a subject line is to get incentive subject topic, eg 10% off if you visit our online store today! (make email subject character short), I did a case study on this if you will like to read it please visit email marketing success (link open in new tab).

Follow the points below to easily craft your own subject line.
*Lead with verbs and calls to action, but only once you know the below!
*What is the purpose of the email?
*What is the outcome, for the client, if they perform the task you desire them to in the email?
*keep it short and call to action.
* Again focus on the outcome.

Email Software providers Main Functions
*Email List Management
*Unsubscribe Functionality (now a legal thing in some countries)
*Design Template and WYSIWYG Editor
*Mail Merge Functionality (each personalize emails to 100's of people)
*Analytics and reports 
*Delivery management
*Integrated spam filtering

DESIGNING MASS EMAILS
Follow this Email Marketing tips when sending a bulk email marketing campaign

1. Have a clear business objective.
2. Consistent from/reply to address.
3. Enticing subject line.
4. Personalize.
5. Avoid animation, BG color,(take too much time to load) attachments (virus assumption),CCs (multiple email addresses, is a bridge of privacy).
6. Have a "view in browser" link at the top.
7. Test Graphical versus Email client formats.
8. Design for mobile and various email clients.
9. Keep it simple "content wise".
10. Multiple links and consider "the fold" ie what you see above the fold.
11. Drive the call to action repeatedly.

Reporting email metrics that matters in your email marketing campaign

We have a case study for this via Email marketing Success (link open in new tab)

• Open rates
• Click through rates
• Forwards (including social)
• Prints
• Deletes
• Device Types
• Bounce rates
• Unsubscribe rates

Email Marketing Tips

• Never buy Lists
• Always use a software program
• Never share your hard earned customer list
• Have a clear and easy unsubscribe function
• A/B TEST
• HTML versus individual
• images,text,subject lines
• Design for mobile
• Get personal- mail merge
• Be relevant and useful (that is better than send emails they will unsubscribe)
• Analyze everything
• Don't spam.

AVOID SPAM, IT IS BAD FOR REPUTATION AND BUSINESS
SOME PEOPLE BUY LIST= SPAM
USE REGISTRATION FORMS, THE BIGGER THE EMAIL LIST THE BETTER
BUILDING QUALITY LIST TIP's

• ONCE ATTAINED SEGMENT IT
•  DEMOGRAPHIC (AGE GENDER, GEO, SOURCE)
•  BEHAVIORAL (WEBSITE, EMAILS,FORUMS,SOCIAL MEDIA)
•  NURTURE AND CONTACT PEOPLE TO BUILD A PROFILE
• SLOWLY DEVELOP INFORMATION (EG GET PHONE NUMBERS LATER, GET OTHER CREDENTIALS IN THEIR NEXT ACTIVITY)
• GIVE STUFF AWAY
• EVERY PAGE AND CONTACT POINT IS A PROFILE BUILDER (Measure everything)
• TIMING IS EVERYTHING (SENDING EMAILS EVERY DAY IS BAD)

Emails return on Investment
What platform to display a channel to make sales?

You will notice in the image above that email marketing is ranked number two, ie its the 2nd most reliable channel to generate sales.

Email Marketing Success Merits

• Great Potential Return on Investment.
• Easy and Simple to Setup.
• Can Keep Your Business Alive in Traditionally Slow times.
• Ready made tools to help.
• Measurable Data from Campaigns.
• Immediate. deliverable, targeted messaging from you to your customers.
• Can be automated and setup in advance (scheduling and auto-responders).

We have a case study for this via Email marketing Success (link open in new tab)

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