Email Marketing – A Smarter Approach for Marketers.

Email Marketing –A Smarter Approach for Marketers

You can start email marketing, even if you are a 1 month old start-up!

To get your brand in front of the right prospects on regular basis

• Gather your right email list who are willing to receive email communications

• Create email assets over the time (list building via company website, social media sites, shopping cart form, biz associations, sales data, apps data, email subscription etc. )

• Create personalized emails for one-to-one marketing across geographical borders

Email-a cost-effective tool to generate excellent ROI!

How to adapt email content to mobile -ready channels

It’s all in the right email marketing approach that works!

80% educational20% marketing

material

To make your email marketing effective , make your content


Maintain your marketing value proposition

• Respect your customers’ right to privacy

• protect your brand

• win over your customers trust

• build a lasting customer relationship


Did you know?

People who buy products marketed through email, spend over 40% more than those who donot receive email offers! An email can make a powerful

difference, if done in the right way!

How to gather your right email list

Build list via

corporate website

• Provide offers/downloadable material on your website• Give them a good reason to be a part of your list• Assurance that you won’t share their details with any other

company

Provide irresistible content for download

• Acquire eBooks with resale rights• acquire professional whitepapers, papers on recent industry

research and trends, articles, free product/service demo, free stuff and utilities, and many more based on the type of industry you are in

• Develop interest that keeps your audience excited about the content

Build a list via

FacebookAdd an URL to your Facebook account for opt-in form

To start with, here are a few list building strategies :


LinkedIn List

Building

Start a Linked in premium account and watch like- minded, interested professionals and customers link up with you

Shopping cart Form

• Capture a customer's email address during the checkout process for order and shipping confirmations

• Put an opt-in check box for customers to receive your ongoing promotional messages

• Add such contacts to your email list

Ask for customer

contact information

• Anytime people make a purchase, ask them for their contact• Information• Tell them that you would be sending them details about special

offers, etc. • This will increase your chances of getting repeat customers too


Business/Trade

Associations

• Think about the associations your prospects might belong to• You can join those associations in your state/country, where you

get to meet people from different industries• Keep collecting business cards at such occasions and compile

your database, or you can also ask the association for details of members.

Chamber of commerce

Each state/district has a chamber of commerce. If you have business consumers, then you can get a members list from them

Online Directories

• Get most information via online directories – but it requires effort and resources

• Find relevant resource online, though you might have to add some contact information through their individual websites


Community newsletters

and directories

• All major communities have their own magazines or Newsletters• Find your prospects community and get the list

Employees’ signatures

Encourage employees to include messages and links in emailsignature lines such as “Subscribe to the Company XYZ’s Email Newsletter

Call centre/sales

data

• Build a culture in your staff to obtain permission and capture email addresses and names over the phone

• Instruct your staff to ask customers and prospects if they would like to receive newsletters or promotional offers

To start with, here are a few list building strategies :


Apps data• Many companies give away apps to be able to compile an email

marketing list • If this is something you can offer, try this as an email list

compilation strategy

Do offline promotion

for your online offer

• The easy way to increase traffic to your website and build your list is to do offline promos

• Encourage people to logon to your website and participate• The call-to-action should be very strong in this case

Offline email

subscription

• Encourage email subscriptions on all print ads and other materials• Include opt-in line at all possible offline channels, such as credit card

receipts, warranty and product registration cards, invoices, cash register, product shipping boxes, packing slips, etc.

• Use direct mail and catalogues, post cards to customers encouraging them to subscribe to email

• Hand out signup forms at public speaking engagements and seminars–promote your newsletter in presentations and handouts


Refer-a-friend

• “Refer A Friend“ feature can generate a consistent number of new subscribers

• If you promote the refer a friend program you can get new leads/customers continuously

• It could be: $2 off to the person who forwards the email and $5 off if the referred person buys

So you’ve gathered all this useful data for your email marketing. Now what? How do you go about doing email marketing that gets results?

How to go about doing Email Marketing?

Insert a compelling ‘call-to-action’ to get the customer click on the web link.

Encourage the customer to click on the web-link embedded in the email

Test HTML enabled email programs to embed compelling media- audio & visuals , video for a more engaging experience

Send targeted emails to offer personalized sales experience

Measure email clicks & open rates to get customer-by-customer results

Maintain consumer engagement, strengthen your brand and add credibility to your business

Personalization is the key…

Doing email marketing? But don’t forget these top alerts!

Precautions!

• Test your email with spam filters to make sure your emails are CAN-Spam compliant to reach web-based email accounts

• Craft your emails using the right ‘readable’ template recognized by software for recipients to reply

• Include a strong, compelling & catchy subject-line & Company logo, while limiting the use of images

• Don’t forget to make your email message responsive and mobile friendly

• Provide a link for the person to unsubscribe

Email marketing – Do’s & Don’ts! Do’s Don'ts

Engage your prospect in the first couple of lines. Make sure they get the good stuff early and capture their attention immediately. Have a subject line that is catchy

Don’t clutter your messages with images as a lot of email clients block it by default

Have your corporate logo on your mail to extend the same web design. Your email should complement your brand image.

Don’t put fancy videos, music and Flash animation in your e-mails. They can be blocked by firewalls.

Test your mail by sending it to a variety of web-based email accounts. (Yahoo, Gmail, etc.)

Don’t send attachments, like PDFs or word documents, in your e-mails. It is better to provide a link in the e-email to a web page where your prospects can choose to downloadif they wish.

Do remember mobile users. More people are using smart phones to access their e-mail while on the road. They may not be able to view the entire subject line of your e-mail andmay also be limited by small screen size when they click through to the mail

Don’t forget to link to your website’s privacy policy. If you are tracking stuff in your email (such as how many people are actually opening it, etc.), then you’ll need to point thatout in your privacy policy

Encourage recipients to click through to it on your website rather than embedding it inthe mail itself.

Don’t assume people know what you are talking about. You need to make sure your offer and call to action are clear and that key elements of your message (including links back to your website) stand out from the body of your e-mail

Be consistent. Make sure your template maintains some consistency between e-mails

Don’t go crazy. Multiple exclamation marks, overuse of capitals (seen in the internet world as shouting!) and tall claims or desperate please will turn people off and may also flag your message as spam

Do get someone else to proof read the e-mail before you send it out

Don’t use scare tactics. Never flag e-mails as ‘high priority’ or ‘urgent’ if they’re not

Want to learn more about Email Marketing strategies?

Visit our site: to know the right strategies and tactics of email marketing all power-packed in this whole book! Explore a little more.

http://www.newfrontiersofmarketing.com/

Email Marketing – A Smarter Approach for Marketers.

Marketing

Transcript of Email Marketing – A Smarter Approach for Marketers.