Email Marketing Training
Email marketing is a commercial channel used to deliver advertisements, offers, education, and other marketing content directly to an interested user’s email inbox.
Fundamentals of Email Marketing
There are various types of emails, including:
Social media updates
Cross-channel marketing is very effective with email, which is low cost and generates high ROI.
Inbound email marketing is focused on users who have already opted in to your email list.
CAN-SPAM requires email senders to clearly identify themselves and the content of any marketing email.
CASL requires marketers to obtain permission from a user before they may send marketing material via email or SMS.
GDPR is a regulation that requires businesses to protect the personal data and privacy of EU citizens and is enforceable as of 25th May 2018.
Email Strategy : Different types of segmentation
Segmentation is the division of email subscribers into smaller segments based on set criteria, such as geographic location, interests and purchase history. Email marketers can use segmentation to cater to different email lists rather than creating one mass message for all.
Job role/Industry/Company type
Change in engagement/behavior
Building an email list is one thing, keeping those subscribers interested through a strong email engagement strategy is another. Here are some actions that can be taken to ensure that your emails draw your readers and recipients in and keep them engaged:
Start your email communications off on the right foot by welcoming all new subscribers.
Tell your subscribers how often you will be emailing them. This will set expectations early for the recipients and they will become familiar with how often you email them.
Set expectations about what your emails are focused on. Let your subscribers know what types of emails they will be receiving and allow them to set preferences for what emails they would prefer to receive.
Simplify your email messaging. By reducing the amount of different CTAs and text in your email, you can focus the subscribers attention and concentrate on a single goal.
Create targeted segments around individual experiences. As we saw in segmentation, there are many ways to group users and by doing so you will see better results.
Always test your audience. The best way to see what works for your subscriber is to continously test and optimize your emails accordingly.
The key principles for building an effective strategy are segmentation, personalization, timing, engagement and analytics.
Segmentation is grouping similar users together and sending them relevant content. Segmenting your email lists will help you get better open rates, click rates and conversions.
By personalizing your emails you give the user a unique experience, which will help drive opens, clicks and conversions.
It is important to be strategic about the timing of your email to ensure it delivers the right message at the right time.
Monitor engagement and regularly optimize your campaign in order to keep subscribers interested.
An ESP is a tool that enables email marketers to create, deliver, manage and analyze email campaigns.
Data and information about your email recipients can be collected based on three different types of recipients: new customers, existing customers and evangelists.
Grow your subscriber list effectively using email segmentation and contact management.
First, let’s gain an understanding of what email marketing is. Email marketing is a commercial channel used to deliver advertisements, offers, education, and other marketing content directly to the interested user’s email inbox. It is a segment of digital marketing that works in conjunction with other marketing channels. Next, we will take a look at how email works across these channels.
Cross-channel marketing is very effective with email when other channels are used to qualify inbound leads and opt them into the email list, where they are nurtured and ultimately converted. Email marketing is typically the highest-converting single channel, if it’s well targeted. Let’s look at the relationship between email and some of the channels it works well with:
Social Media: Email can work well with social media as you can use your different social channels to grow your subscribers list. On the other side, email can be used to promote sharing on social and grow your social fan base.
Display/Retargeting: The integration of email with display and retargeting has taken on a new marketing activity, email retargeting. Email retargeting is a simple and effective way to supplement an email marketing campaign with display advertising. Email retargeting works the same way as traditional site retargeting. You target email subscribers rather than website visitors by placing a line of code in your email signature, or in the HTML of your email, and anyone who opens your email will be served ads all over the web. This is a particularly powerful way to keep your brand in front of your email list without sending more emails and risking mass unsubscribes.
SMS: SMS marketing and email marketing share important similarities that makes for a complimentary integration. Email and text messaging allows you to send the right message at the right time to all of your customers, while also offering two-way communication. SMS marketing can be used for short, time sensitive communications while email can be used to follow up on texts and send more content and information to your customers.
Mobile App: With the rise of mobile and smart devices, people are now communicating and organizing their lives while they are on the go. Mobile apps have been developed specifically for email (e.g. Gmail, iCloud mail, mail.com). This makes email more accessible and a channel to be used to reach an audience anytime and anywhere.
Direct Mail: If you don’t have an online point of contact, direct mailers can be a good way to add offline contacts to your online database. Also, sending direct mail as well as email creates a seamless marketing effort from an audiences’ email inbox to their front door.
In-Store: Email can work with in-store marketing to build up subscribers. Instead of the old fashioned ways of collecting email addresses using paper forms, you use a point of sale (POS) system to collect email addresses at the checkout. Doing so makes it easier to track customer purchases, so you can send them tailored offers or content later.
Website: If you have a website and you have an email subscriber list, they need to be working together. Give your website visitors the opportunity to hear about upcoming events, fundraisers, or announcements by adding an email sign-up form to your website. Also, use email to draw your subscribers to your website for more information and content.
Geo-location Tracking: Finally, email integrates with geolocation tracking to record who reads your emails, when, from where, and on which device they do so. An email ‘header’ contains all the information required to track where it came from. It holds the footprint of each server the email travelled through, which in almost all cases leads us back to the city/town the email originated.
As you can see, email does not stand alone as an independent marketing channel, but integrates across multiple channels. Take advantage of this in your digital marketing strategies.