Email marketing

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The role of email in marketing your digital business, how to write great email content and using email marketing tools.

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Email marketing

  1. 1. <ul>digital BUSINESS </ul><ul>improve efficiency INCREASE PROFITS </ul><ul><li>Email Marketing </li></ul>
  2. 2. E-Mail Marketing <ul><li>E-mail is perhaps the most universally accepted digital medium </li><ul><li>How many people you know actively use social media every day? How about email? </li></ul><li>Engage regularly with existing customers, build relationships with new customers, reach out to prospects
  3. 3. Customers will still open your email, if you routinely add value </li></ul>
  4. 4. Email Marketing Tools <ul><li>DON'T try to manage your email marketing in Microsoft Outlook!
  5. 5. Dedicated email marketing software is </li><ul><li>Affordable
  6. 6. Easy to use
  7. 7. Conforms with relevant anti-spam legislation
  8. 8. Will grow with your online business
  9. 9. Makes subscription and list management a breeze </li></ul></ul>
  10. 10. Email Marketing Tools <ul><li>Enterprise email marketing with CRM Integration
  11. 11. Desktop based email software
  12. 12. Web based “Software as a Service” </li><ul><li>Benchmark Email , Aweber , Newsweaver ... and many more
  13. 13. Ideal for small to medium businesses
  14. 14. Affordable, great feature set, scaleable </li></ul></ul>
  15. 15. Benchmark Email : flexible, affordable, full-featured email marketing ideal for SMEs
  16. 16. Building your e-mail list <ul><li>Opt in is crucial – you need people's permission to contact them </li><ul><li>Explicit opt in is best – people actively sign up to your newsletter or mailing list
  17. 17. Soft opt-in – it's generally fine to add email addresses collected when people completes a transaction on your website to your list </li></ul><li>ALWAYS make sure its easy for people to unsubscribe if they decide it's not for them </li></ul>
  18. 18. Building your email list <ul><li>Put a sign up form prominently on your website
  19. 19. Make it easy for your subscribers to share your email offerings via email and social media
  20. 20. Encourage sign in on a dedicated landing page on your site
  21. 21. Ask for an email address in exchange for value added content (a downloadable whitepaper, free webinar, etc.) </li></ul>
  22. 22. Creating compelling email <ul><li>Design your HTML email template as you would a web page </li><ul><li>Make it visually compelling, and complimentary to your site design </li><ul><li>Continuity enhances the user experience and builds trust </li></ul><li>Ensure your message degrades gracefully </li><ul><li>Email client software often blocks images by default, and some people choose not to view email in HTML format. </li></ul></ul></ul>
  23. 23. Writing email content <ul><li>Your subject line is important </li><ul><li>It is the only content subscribers see BEFORE deciding if they'll open your message </li></ul><li>Above the fold – present your most important content up front
  24. 24. Write as you would for the web – keep your copy clear, engaging and short
  25. 25. Include a compelling call to action: tell people what you want them to do! </li></ul>

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