EMAIL MARKETING
PAGE 4 WHAT IS EMAIL ADVERTISING?
PAGE 6 WHY IS EMAIL MARKETING SO IMPORTANT?
PAGE 8 WHAT ARE SOME USEFUL TOOLS FOR EMAIL MARKETING?
PAGE 12 HOW TO PLAN A SUCCESSFUL E-MAIL CAMPAIGN
03.1 MAILCHIMP
04.1 ESTABLISH YOUR OBJECTIVE
03.2 CAMPAIGN MONITOR 03.3 GETRESPONSE 03.4 INFUSIONSOFT
04.2 BUILD YOUR EMAIL LIST 04.3 SELECT THE TYPE OF CAMPAIGN 04.4 CREATE YOUR FIRST
PAGE 14 WHAT ARE SOME USEFUL TOOLS FOR SEO?
05.1 CREATIVE 05.2 RELEVANCE 05.3 INCENTIVE 05.4 TIMING 05.5 INTEGRATION 05.6 COPY 05.3 ATTRIBUTES 05.4 LANDING PAGES
PAGE 18 HOW TO MEASURE YOUR RESULTS
PAGE 24 NEXT STEPS AND CONCLUSION
WHAT IS E-MAIL MARKETING?
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Email marketing is a type of direct digital marketing that uses email as the marketing communication delivery method. It involves sending emails to a large number of prospects or current customers with the purpose of enhancing customer relationships or generating new business. Email marketing is still perceived as one of the most effective and profitable ways to turn prospects into customers, as long as a comprehensive email marketing strategy is put into place.
Email marketing is still perceived as one of the most effective and profitable ways to turn prospects into customers.
WHAT IS EMAIL MARKETING? 5
WHY IS E-MAIL MARKETING IMPORTANT?
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Email marketing is a vital component of marketing for many organisations. More than 34% of the world’s population use email, and according to Campaign Monitor, you are 6 times more likely to get a click-through from email than Twitter. These figures alone show how powerful email marketing is, and how important it is for an organisation to utilise it properly within their overall marketing strategy. Some of the benefits of email marketing include:
• It is extremely cost effective compared to other marketing strategie • It gives you the ability to track an exact return on investment • I t gives you the ability to reach a large amount of email subscribers in one go • Y ou are able to reach out to customers on a more personal level • I t is easily accessible on a number of devices such as mobile phones
WHY IS E-MAIL SO IMPORTANT? 7
WHAT ARE SOME USEFUL TOOLS FOR E-MAIL
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Email marketing is one of the most cost-effective marketing strategies available to businesses trying to achieve exponential growth. There are a wide array of email marketing tools on the market, ranging from email automation to contact list builders, and we’ve created a list of some of the top email marketing tools based on our experience.
A. MailChimp: MailChimp is one of the most popular email marketing tools used by small businesses. It is an easy-to-use software with handy features, for example it allows you to plug in keywords you are considering for your subject line and see how well they performed for other users. MailChimp has both free and paid options.
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B. Campaign Monitor: Campaign Monitor is another popular email marketing software used by companies of all sizes. It includes features such as autoresponders, mobile optimisation, template management and complete customisation. Campaign Monitor is a paid email marketing software.
C. GetResponse: GetResponse is an easy-to-use email marketing software that offers a number of advanced features that you can try for free. Some of these features include Salesforce integration, flexible autoresponders and advanced tracking options.
D. Infusionsoft: Infusionsoft is an easy-to-use CRM and email marketing platform that is popularly used by small to medium-sized businesses. Although the software is one of the more expensive email marketing options, it has gained popularity due to its goal-orientated set up which helps businesses hit measurable sales and marketing goals.
WHAT ARE SOME USEFUL TOOLS FOR EMAIL MARKETING? 11
HOW TO PLAN A SUCCESSFUL E-MAIL CAMPAIGN
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Before jumping ahead and creating your first email campaign, it is important to follow several planning steps so you know exactly what you want to achieve and how you are going to achieve it. Below we have set out a number of steps that should be followed when creating a successful email marketing campaign:
A. Establish your objective: Take some time to note down your objectives and establish what your end goal for the email campaign is. The goal will help you establish what type of content you will include within your email and who you will target. Is the end goal to drive prospects to your product portfolio? Or perhaps to encourage people to attend an event that your company are going to be attending?
HOW TO PLAN A SUCCESSFUL EMAIL CAMPAIGN
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B. Build your email list: Once your objectives and end goals have been established, you should begin to build an email list with the relevant contacts. There are a few ways you can build a contact list, such as importing a list of existing customers or building a new list from scratch, but the way you choose will depend on the goals you have established.
C. Select the type of campaign: The type of campaign you choose depends upon your end goal. Some of the types of email campaigns include newsletters, marketing offers, product announcements, and event invitations. It’s simple – if your end goal is to encourage product sales, create a product announcement campaign. If your end goal is to encourage people to attend an event you are attending, create an event invitation campaign.
D. Create your first campaign: Once you have decided upon your objectives, built an email list and selected the type of campaign you’re going to send out, you can begin to create your campaign. Take a look at the CRITICAL tips below, which will help you create a successful marketing campaign.
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CRITICAL TIPS FOR EFFECTIVE EMAIL MARKETING
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When beginning to create your email campaign, there are a number of factors you need to consider. These factors can be labelled into the mnemonic ‘CRITICAL’ which we will discuss below: Creative: Creative refers to the overall design of the email, including layout, branding, images and colour. We recommend doing some research to find out what your customers like and don’t like when it comes to visuals. Your end goal will also influence how your email looks. Relevance: Ensure that your email campaign is relevant and personalised to each recipient – emails are often ignored if the recipient can tell it’s automated, so ensure you target it correctly.
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Timing: It is important to send your email campaign out at a time that suits your recipients. Pay attention to when they are most likely respond – don’t send out an email campaign in the middle of the night!
Integration: Successful email marketing campaigns are often part of an overall marketing strategy where all aspects of promotion are linked up together. There needs to be complete continuity between the branding and copy in your email campaign and every other aspect of your marketing mix.
Copy: Spend time creating compelling copy for your email campaign that resonates with your brand guidelines. Don’t rush it – consider everything from subject line through to links and your email signature.
Landing pages: One of the best ways to turn your emails into leads is to include a landing page within the email. Recipients can then visit the landing page and fill in your form, giving you access to vital data and information. This is far more useful than linking recipients through to your home page.
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HOW TO MEASURE YOUR RESULTS
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When creating an email campaign, it is crucial you measure the success of that campaign – it is the only way to understand what went well and what could be improved upon. How campaigns are measured depends on the goal of your campaign and the software you use, but we suggest recording the following metrics from your email marketing analytics: Open rate: This is a great way to tell if your subject line is working – the higher your open rate, the more people have been enticed by your subject line. Click-through rate: This is a good indicator of how relevant your message is – if high numbers of recipients are clicking through, the your message must be relevant. Conversion rate: The conversion rate is a key metric to monitor as it tells you simply what proportion of the time you are succeeding with your call to action from your email.
Delivery/bounce rate: If the percentage of emails delivered is low, this could be looked badly upon by email service providers. Make sure you remove any recipients from your list that are bouncing back. Unsubscribe rate: This is a strong indicator of how your message is resonating or not resonating with your audience over time. The lower the unsubscribe rate, the better.
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NEXT STEPS AND CONCLUSION
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If planned and executed correctly, email campaigns can be a powerful way to generate leads and sales for your organisation. Not only are they cost-effective, but they are also one of the best ways to reach a large audience. If you follow the steps outlined above, ensuring you take great care with your goals and audience, you will be sure to achieve fantastic results.
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