...an introduction to content marketing and email

1. Introduction to digital marketing
3
an introduction… to email and content marketing

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15. Email marketing
…email marketing

16. …in 2017 269 billion emails were sent/received everyday
radicati.com, 2018

17. …most popular way of accessing emails in 2017
litmus.com, 2018

18. …most popular way of accessing emails in 2017
litmus.com, 2018

19. ibm.com, 2016
UK average unique open rate 24.2%

20. permissions marketing
…transactional and personal data is private and controlled by law
there are concerns about privacy and the need for ‘sensitive’
communications
quite simply ‘permissions’ or ‘permission-based’ marketing is about…
“getting the OK from individuals to market to them”
Smith, 2004

21. permissions marketing
…if we get explicit permission, then we can deliver…
…a reduction in cost and clutter
we need to get attention when they are prepared to give it
…improved relevance – personalised, customised, recognition
…better organisation at the information search stage

22. …be a friend, have personality in your communications
…get ‘whitelisted’
…offer useful information, valuable content, have relevance
…have a simple, friendly email address
…encourage the receiver to add you to their ‘safe senders’

23. …know when to send
…highest transaction rate response is between 8PM and 12Midnight
…open rate tends to stay steady across the day, but is highest in the evening
…most email is sent between 4AM and 2PM
…know who you’re writing for!
experian.com, 2018

24. …know what to send
…why are you sending the email? Does the customer want to receive it?
…is it a newsletter, offer, follow up, announcement, update, invitation, confirmation, welcome?
…have limited copy and visual content, keep it short and simple
…know what you’re writing for!
hubspot.com, 2018
…have a goal, what do you want to achieve?

25. 1. From Name and Subject Line
2. Preheader – tease!
3. Content – short, to the point 6. Attachments – only if vital
5. Call to Action - CTA
4. P.S. – Post Script CTA

26. …know what to measure
…click through rate and conversion rate
…bounce rate
…list growth rate
…remember why you’re writing it!
hubspot.com, 2018
…overall Return on Investment (ROI)