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.

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

2. …focused on creating and distributing
valuable, relevant, and consistent content…

3. …to attract and retain a clearly
defined audience – and, ultimately…

4. …to drive profitable
customer action.

5. Photo by ecstaticist - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/41864721@N00 Created with Haiku Deck

6. Photo by anasshad - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/65070219@N02 Created with Haiku Deck

7. Photo by MoneyBlogNewz - Creative Commons Attribution License https://www.flickr.com/photos/22127803@N02 Created with Haiku Deck

8. Photo by Jason A. Howie - Creative Commons Attribution License https://www.flickr.com/photos/40493340@N00 Created with Haiku Deck

9. Photo by ecastro - Creative Commons Attribution License https://www.flickr.com/photos/30182398@N00 Created with Haiku Deck

10. Photo by jakub_hla - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/20444618@N00 Created with Haiku Deck

11. Photo by Eduardo Loureiro - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/95557778@N00 Created with Haiku Deck

13. Photo by Emilio del Prado - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/61139301@N00 Created with Haiku Deck

14. Photo by Roy Cheung Photography - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/8024836@N04 Created with Haiku Deck

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 2018
litmus.com, 2019

18. …most popular way of accessing emails in 2018
litmus.com, 2019

19. getresponse.com, 2019GB average unique open rate 21.3%

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
…11AM has the highest CTR
…Monday, Tuesday and Wednesday are the best days to send… weekends the worst
…know who you’re writing for!
experian.com, 2018, Hubspot, 2019

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?

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