Effectively using email marketing

What’s it all about
Benefits to your business
The world of email marketing
Making it effective
Q & A

“ Email marketing is a form of direct marketing which uses email as a means of communicating commercial messages to an audience. With the purpose of enhancing the relationship of an organisation with its contacts, email encourages customer loyalty and repeat business.”

Email allows you to reach customers and keep them coming back . It ’ s great at;
Retention and relationship marketing
Measuring return on investment
Ecommerce integration - proves email can be a vital source of traffic to your site

Reasons why we think it ’s a good choice...
Cost effective
Immediate
Flexible
Personal

Measureable
Easy to share
Environmentally friendly
Proven results

Fully Managed Agency
Lower time investment
Higher cost
Self-Service
Higher time investment
Lower cost

Consider
Your brand
Does plain text really represent your brand?
Technical capabilities
Domestic emails
Images
Attachments
Reporting
If you can’t measure it, you can’t manage it!

To make email effective you need to understand
Rules & regulations
Strategy and planning
Creating relevance
Deliverability
Analysis of results

Privacy and Electronic Communications Regulations (2003)
Anyone receiving your marketing must have previously opted in.
The only time opt in is not necessary is when ;
There is already an established relationship
- The products being promoted are of a similar nature and
There is a valid and simple way to opt out on receipt (meaning you must have a clear and simple “unsubscribe” link)

What do you want to achieve?
Brand awareness?
Make sales?
Relationship building?
Event registration?
Design, content and outcomes will differ depending on your aims and objectives

Essentially it boils down to…
Who you are you sending it to?
What do you want to tell them?
Why will they be interested?
What do you expect them to do as a result?

80% of emails sent daily are spam
Use a professional provider
Use a recognised from and reply to address
[email_address]
Be aware of trigger words and phrases
Keep your text to image ratio 60:40

Email reports contain a number of important terms, which explain the results for each campaign. Use these to improve engagement
Sent
Bounced
Delivered
Opened/Read
Clicks
Unsubscribes

Without data you can’t email anyone
Start collecting now, even if you are not sending
Use on and off line opt in methods
Remember the more you ask, the less sign ups you’ll get

Increase customer engagement through using email to join up marketing channels
Capture data through website “sign ups”
Integrate with your online shop
Share content on social media
Broadcast website, blog, video or podcast content
Encourage feedback and interaction

www.mail-away.co.uk/blog twitter.com/mailaway

Effectively using email marketing

by Anna Penrose on May 27, 2011

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Effectively using email marketing — Presentation Transcript