Oxford Learning Lab - Digital Marketing Management: Email Marketing

Email Marketing

In this topic

Compared to just about every other form of digital marketing, Email is still the most cost effective. It can form the bedrock of your communications strategy and 'join the dots' between your other online activities. It is quick, easy to implement, inexpensive and reliable. The challenge, however, is standing out in an increasingly noisy marketplace. Your customers are drowning in too many email messages. This means it's harder than ever to reach them and grab their attention. This Email Marketing training course is designed to help you improve. You will learn how the elements of Email Marketing work together. You'll discover how to form your strategies, set realistic targets and design engaging email content that gets delivered,open, read and acted upon.

Course expert

Andrew Lloyd Gordon

Trainer and Consultant - Digital Marketing


Email marketing is the most effective form of marketing available. From 1971 when the first electronic message was sent to now, see how email marketing can be effective and improve your business and sales.

What are the good and the bad things about email marketing? What are the challenges and the problems we could face? See how cheap, cost effective and quick email marketing can be to guarantee a good revenue. Learn what is considered a good percentage of open rates and click through rates. Chose email marketing rather than social media if you look for a quick return.

Visitors do not spend long on our websites. Learn to use heatmaps to check where their attention is focused and to measure the dwell time of their visits. Many organisation seem to forget how powerful email marketing can be, they collect personal data but do not send out personalised email. See how to build emails that can actually be relevant to your audience. The wrong email could seriously damage the relation you have previously built with your customers.

What are you trying to achieve with email marketing? This should be your key question when you start thinking about email marketing, so you can understand what your objectives are. These should be SMART - Specific, Measurable, Achievable, Realistic and Timed. After this process, you then can set up a program on how to interact with your customers.

Once your objective and sequence are clear you need to clarify what you think it may work for your business. Design your process and your email marketing structure using Stage- List - Deploy. Produce this plan to save yourself useful time in the future. See how important Evaluation is to your analysis. Learn how email software providers can help you when your software is not up to the job and which flexibility it gives you. Get familiar with modern software to gather email addresses, find duplicates and take them out. Your email success comes down to 40% data quality, 40% content quality and 20% everything else. Learn to get the best out of that 20%.

Once you have collected email addresses you need to look at the data you now have. Check your content and see the quality of the contacts gathered. Build your email list using different sources. Divide your contact through Segmentation and Personalisation in order to build the right email to send out. Learn the Recency – Frequency – Monetary Value analysis to spot patterns.

Email success comes down to data quality and content quality. 40% of your email success is because you sent some quality information that the customer needs and appreciates. But how do you send the right content? And how do you know if it is quality content? Get the answer through surveys, focus groups, talking to customers over the phone, etc...Learn to use your data, your analytics and your metrics to find what people think it's valuable. Test your clients with the A -B Split Test to see their preferences and what they want from you. Potential customers would open your email if they trust the sender and if it has a good subject line. See how the Tell don't Sell technique works.

Sometimes the emails we receive do not look good as they should but what is important is the clarity of the message they contain. Learn to send out emails that will catch the potential customer's attention. The challenge of modern email marketing is to move away from the traditional desktop over to smartphones and tablets as those are they devices people will use to read your emails. See what the Mobile First rule is and how to build subject lines and templates that will look good on smartphones. Learn also to see when is the best time of the day to send your material out and with what frequency. Get to the point with the very first few line in order not gain more customers.

You have clear objectives to generate new sales revenue. You have now a good quality piece of information you know the audience would find interesting. Do your follow ups with emails, telesells, calls. Do not rely only on what you have done so far. Learn which other supportive activities you need to move people to that decision journey.

Lean to use the learning centre of your email service provider since it is in your company interest to have people good at email marketing. These resources are free. Use books to learn more as email marketing is not changing so quickly. Always remember the 40 40 20 rule: you need quality data, quality content and use that 20% left to get the best you can from subject lines, templates and so on and remember that you need to send the right material to the right client to avoid a great waste of time.

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