Email Marketing

Marketing Resources

Marketing Resources

Email Marketing

Email Marketing is probably one of the most effective form of marketing. It uses electronic mails as  means of communicating commercial messages to the public. In a broad sense any email sent to a customer or a potential customer can be considered email marketing. The term usually refers to the function of sending emails with the intention of bringing a more advanced level in the relationship between a company and its customers and to encourage their loyalty. It is also used to gain new clients or convince the existing ones to buy something. 
 
Email marketing compared to other forms of marketing is very cheap, cost effective, and very quick. Nowadays sending emails is the most used form of communication among business, suppliers and customers.  Being able to send email does not necessarily makes people expert on email marketing. In order to generate a good revenue through email marketing there are some things that need to be taken into account. When direct emails are sent to customers or potential customer a return between 1 and 2% can be considered very good. Through email marketing the open rate and the click through rate are usually higher than the ones generated by other forms of marketing. 
 
 
Visitors do not usually spend a great amount of time of websites and through heatmaps the way they look at them can be tracked down as well as the dwelling time they look at those pages before they leave.  In that time laps organisation should grab the email addresses of their visitors.
 
In setting up emails for potential or existing customers the business's purpose should be very clear as it will save some precious time in the future. Evaluating the customers' response is also very important. Once the program is set up analysis is always necessary to improve business. 
 
Thanks to email software providers, when the internal software is not up to the job, companies can import data in a different format, make longer lists of addresses, find if among those there are some duplicates and eventually take them out. The analytical reports generated by ESP will also be more detailed showing where, when and who is opening emails, what devices customers are using and so on. The flexibility given by ESP is much higher than that of the current internal systems. 
 
The email success usually comes down to the following addition: 40% is due to quality contact lists; 40% to the quality of the content sent and 20% to multiple factors like the accuracy in sending emails, the images used on the template and so on. Contacts need to be checked in order to send the right piece of email to the right client. If email lists are bought from other companies, they need to be checked and narrowed in order to obtain a list that suits the need of the company that is going to use  them. Contacts are then divided with Personalisation and Segmentation. When emails are personalised the customer will feel like the emails have been specially wrote for him/her, and that can be easily done using the customer's name. When email are segmented on the other hand, similar patters or grouping are gathered together to produce email lists. Pattens are often based on the company's objectives, and the emails are usually relevant to people. Among those it is important to have the so called no response segment.
Potential customers belonging to this segment need to be contacted again to check why there was no reply to the email and depending on the final response the company can decide to drop them from the email list. 
 
The quality of the content of the emails sent is also very important to gain a good open rate or click through rate and eventually obtain new customers. Some good methods that can be applied to find out what people actually would like to read in emails, can be done through online surveys, focus groups, telephone calls, depth interviews, usability testing and so on. A – B split testing is, for example very popular to see what people's preferences are and to determine what the audience expects to receive. 
 
Knowing the sender will make people opening email as well as a good subject line. The Tell don't Sell approach will show customers the safe content of the email being that straight forward and clear.
Good emails need a good follow up that can be done with other supportive activities to finally move more people to what could be their decision journey. The sending time and the frequency of the emails sent are also fundamental to gain more customers so tests need to be done in order to build the best possible strategy for your business. As customers will not spend more than two seconds to scan emails so their attention needs to be grabbed within the first few lines of the email sent. 
 
The challenge of modern email marketing is to move away from the traditional desktops over to smartphones and tablets as those devices are the ones people use the most to open emails for the very first time. The layout, the subject lines and the images used need to be designed first for the modern devices. 
 
Finally if a company works with an email service provider, they will guarantee a free learning centre, open resources, tips, ideas and suggestions not only for customers but open to everybody.  Good books are also available to master email marketing since it is not changing very quickly. 

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