Email Marketing + Marketing Automation
We forget everyone online has an email. Some have Facebook, some have Twitter, some use Google, and some don't. But everyone has an email. Email has been part of online marketing since the internet was born. Overlook it at your peril. Email marketing is a powerful tool if you use it right.
Things to think about with email marketing:
- Understand how often you want to send, and communicate.
- Day of the week. What day will your audience be most receptive? There is a growing trend towards weekends.
- Is it mobile friendly? Over 65% of all emails are read on our phones. You need to ensure you have a responsive email friendly design.
- Email Onboarding. If this is my first email, should this be different to the person who has already received it for 18 months? Use auto responders to send a smart sequence of emails to new customers.
- Have a reply to. If people want to talk they should be able to.
There are different kinds of email we can utilise:
This is the most common, sending out regular updates to those who subscribe. You want to make sure you keep your list current and up to date. That way you can get an accurate measure of how well your email is performing. Make sure you use a preference centre to keep your subscribers contact details up to date and allow them to opt-in to receive information on different interest areas and ideally how often they receive it.
Once someone signs up you can send them automatic emails sequentially. This is great for on boarding, training and storytelling. It also allows you to measure the performance of that sequence of events. Of course the order of the story is told can be critical.
Confirmation emails, emails after purchase, email notifications - these are all known as transactional emails. Each of them is an opportunity to drive another marketing action for your brand. This could be to sign up for a newsletter, sell in another product or to inform new customers about support options.
Everyday your team send hundreds maybe thousands of emails to suppliers, customers and their wider networks. This can also be a great asset for sharing messages, driving traffic and regular updates. Brand up your email footers to take advantage of this and deliver company and marketing messages.
Only send emails to those you've asked permission to do so. And only send them the emails they expect. People will sign up to daily, weekly or monthly emails - just let them know what they're in for, deliver on that promise and give them control frequency so they can change things.
If you understand your customers, give them the opportunity to update their preferences or monitor the things they are interested in you can create clear interest segments. Then personalise every email with sections for each of your segments. This isn't about creating ten different emails - that would be too much work! It's about creating ten different stories and tagging different products as more relevant for each different segment. You can use smart marketing automation platforms to do the personalisation for you based of individual behaviour, personal information or third party data. Increasingly smart automation systems are allowing you to create much stronger more personalised and relevant campaigns.
Measurement + Analytics
Make sure the email platform you are using gives you the right metrics to measure performance, all urls are tagged so you can see any visitors from your email in your website analytics.