Email marketing are relevant, engaging, timely messages to specific recipients.
Two phases: acquiring leads and then converting them. Conversion is the measurement of when a person took action that pushes him further down the purchase funnel. It is when person completes objectives usually becoming a paying customer. It can be one sale, one signup, one mail, one viewer…
Risks of converting
- converting wrong people: do not miss-sell, financial products with high risk, moral issues, commercial issues, don’t accept all purchases at face value, profiling will help…
- converting too little: PPC (pay too much), SEO (bounce Google downgrading), affiliate (lose interest)
- staff: demotivated, unrewarded, lose faith
- overall well-being: massive failure on all fronts
Benefits of email marketing
- building relationships with people (one on one)
- people use email more than Facebook, search…
- worth the time
- half of emails are read on smartphones (responsive design)
- design is big deal
- 70% mails are deleted if don’t render well on mobile
Email commerce
- people like special offers, promotions and vouchers (added value)
- people respond on email more than on Facebook + Twitter together
- subject line is most important reason to open email: keep it short and to the point
SUBJECT: verb purpose outcome (10% off new online store)
How to
- get provider
- get email list management
- unsubscribe functionality
- design templates and WYSIWYG editor
- mail merge (personalizing)
- analytics and reports
- delivery management
- integrated spam filtering
Build email subscriber list, don’t buy it.
Email metrics
- open rates
- click through rates
- forwards
- prints
- deletes
- device types
- bounce rates (fake email)
- unsubscribe rates
Helpful tips
- never buy lists
- never share your list
- always use software
- have easy unsubscribe function
- A/B test
- HTML
- images, text, subject lines
- design for mobile
- get personal
- be relevant, be useful
- analyse
- don’t spam (www.spamhaus.org)