This document provides an introduction to digital marketing, focused on content and email marketing. It discusses creating and distributing valuable, relevant content to attract and retain an audience, in order to drive customer action and profits. Specific topics covered include email marketing metrics, permissions marketing, best practices for email content and design, and metrics for measuring email marketing effectiveness.
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20. permissions marketing
ā¦transactional and personal data is private and controlled by law
there are concerns about privacy and the need for āsensitiveā
communications
quite simply āpermissionsā or āpermission-basedā marketing is aboutā¦
āgetting the OK from individuals to market to themā
Smith, 2004
21. permissions marketing
ā¦if we get explicit permission, then we can deliverā¦
ā¦a reduction in cost and clutter
we need to get attention when they are prepared to give it
ā¦improved relevance ā personalised, customised, recognition
ā¦better organisation at the information search stage
22. ā¦be a friend, have personality in your communications
ā¦get āwhitelistedā
ā¦offer useful information, valuable content, have relevance
ā¦have a simple, friendly email address
ā¦encourage the receiver to add you to their āsafe sendersā
23. ā¦know when to send
ā¦highest transaction rate response is between 8PM and 12Midnight
ā¦11AM has the highest CTR
ā¦Monday, Tuesday and Wednesday are the best days to sendā¦ weekends the worst
ā¦know who youāre writing for!
experian.com, 2018, Hubspot, 2019
24. ā¦know what to send
ā¦why are you sending the email? Does the customer want to receive it?
ā¦is it a newsletter, offer, follow up, announcement, update, invitation, confirmation, welcome?
ā¦have limited copy and visual content, keep it short and simple
ā¦know what youāre writing for!
hubspot.com, 2018
ā¦have a goal, what do you want to achieve?
25.
26.
27. ā¦know what to measure
ā¦click through rate, click to open rate and conversion rate
ā¦bounce rate
ā¦list growth rate
ā¦remember why youāre writing it!
hubspot.com, 2018
ā¦overall Return on Investment (ROI)