Marketing
Email marketing
Email marketing is a digital marketing strategy that involves sending commercial messages to a group of people via email. It is used to promote products or services, build brand awareness, and nurture customer relationships. Email marketing can include newsletters, promotional offers, event invitations, and personalized content to engage and convert subscribers.
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12 Key excerpts on "Email marketing"
eBook - ePubUnderstanding Digital Marketing
A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns
- Damian Ryan(Author)
- 2020(Publication Date)
- Kogan Page(Publisher)
The truth is, many customers will welcome regular email communications from your business. They will open an email containing a newsletter or promotion from you, as long as they recognize your brand, are expecting to receive communication from you and are confident it will contain something of value to them. The key is to make these messages relevant and interesting for your chosen audience; fail in that, and unfortunately your message will be ignored or discarded, or worse still – marked as spam.Email marketing can be a tricky field to navigate effectively. You have to simultaneously respect your customers’ right to privacy (even more so since the introduction of GDPR), protect your brand and, ultimately, maintain your value proposition over time. It is very easy for your carefully cultivated email prospects to unsubscribe from your mailing list, and once you’ve lost them, they are probably gone for good.What exactly is Email marketing?
Email marketing is one of the best and most ubiquitous methods of retention marketing. In its simplest form, it is an email sent to a customer list that usually contains a sales pitch and a ‘call to action’. This could be as simple as encouraging the customer to click on a hyperlink embedded in the email. Some examples of Email marketing campaigns could include:- a hotel promoting rooms in a destination that the customer has been browsing online;
- a recruitment company informing business clients about the latest candidates on their books;
- a gadget store offering a money-off code to be used online;
- an automotive brand updating its customers about a new model release.
The important aspect to remember is that these messages are to an audience that have some level of connection with your brand and should be treated differently from any cold campaigns you run through other channels.You can use email when you don’t have anything specific to market, as a mechanism to maintain consumer engagement, strengthen brand perception and add credibility to your business. Examples might include:
eBook - ePubUnderstanding Digital Marketing
Marketing Strategies for Engaging the Digital Generation
- Damian Ryan(Author)
- 2016(Publication Date)
- Kogan Page(Publisher)
The truth is, many customers will welcome regular e-mail communications from your business. They will open an e-mail containing a newsletter or promotion from you, as long as they recognize your brand, they are expecting to receive communication from you, and are confident it will contain something of value to them. The key is to make these messages relevant and interesting for your chosen audience; fail in that, and unfortunately your message will be ignored or discarded, or worse still – marked as spam.E-mail marketing can be a tricky field to navigate effectively. You have to simultaneously respect your customers’ right to privacy, protect your brand and, ultimately, maintain your value proposition over time. It is very easy for your carefully cultivated e-mail prospects to unsubscribe from your mailing list, and once you’ve lost them, they are probably gone for good.What exactly is e-mail marketing?
E-mail marketing is one of the best and ubiquitous methods of retention marketing. In its simplest form, it is an e-mail sent to a customer list that usually contains a sales pitch and a ‘call to action’. This could be as simple as encouraging the customer to click on a hyperlink embedded in the e-mail. Some examples of e-mail marketing campaigns could include:- a hotel promoting rooms in a destination that the customer has been browsing online;
- a recruitment company informing business clients about the latest candidates on their books;
- a gadget store offering a money-off code to be used online;
- an automotive brand updating its customers about a new model release.
The important aspect to remember is that these messages are to an audience that have some level of connection with your brand and should be treated differently from any cold campaigns you run through other channels.You can use e-mail when you don’t have anything specific to market, as a mechanism to maintain consumer engagement, strengthen brand perception and add credibility to your business. Examples might include:
eBook - ePubDigital Marketing Fundamentals
OMCP's Official Guide to OMCA Certification
- Greg Jarboe, Matt Bailey, Michael Stebbins(Authors)
- 2023(Publication Date)
- Wiley(Publisher)
Mobile marketing and email: Mobile responses can be used for list building. For example, “Text us your email for a special deal.” Consider texting subscribers to let them know an email message is coming and the value within. For recipients who welcome such text messages, this warms them up and increases open and engagement rates. Communication improves when a customer can interact with either an SMS or an email for the same goal, such as tracking a shipment or updates on an event. Note that, like Email marketing, SMS marketing requires specific consent and is regulated by region.- Email and digital advertising: Many top tier advertising platforms can create and target custom audiences based on uploaded email addresses from your list. We have had success creating custom audiences in, say, Google Analytics, based on actions taken in emails, with follow up targeting using custom messages in Google Ads.
Email marketing Work Within Organizations
The email marketer within a large organization, say with 20‐plus marketers, will coordinate how Email marketing interacts with all of these channels and more. This marketer will usually rely on others for content but will establish the formats, measurement systems, data governance, list management, service providers, and integrations. In larger organizations, the in‐house email marketer will work with other technical teams to agree on Email marketing implementation, technology choices, data management, and sending practices.Mid‐size entities, from 3 to 20 marketers, may use an Email marketing contractor service to handle the technical side of list management and newsletter campaigns, but the in‐house team must understand and set policies for compliance and data governance. Email service contractors can bill by an hourly rate, a monthly retainer, or by the number of campaigns each month.And at the smallest businesses, Email marketing is one of many tasks that the owner or marketing manager performs. Some choose to outsource to independent contractors or marketing agencies that include email and newsletter services.
eBook - ePubIntroduction to Digital Marketing 101
Easy to Learn and implement hands on guide for Digital Marketing
- Cecilia Figueroa(Author)
- 2019(Publication Date)
- BPB Publications(Publisher)
If a company does not have an email list database, or what is worse, or the list is decreasing in contacts, it is time to review the contact activity strategy. This work is essential for an effective Email marketing strategy, and it is a quicker way to communicate.Sending newsletters and special offers to customers via emails can play a key part in your overall marketing plan, building and strengthening relationships with your customers. Offering discounts and unique offers by emails will encourage many to join your email database.Obviously, the exact content depends on your business model and your customers. As an ecommerce company, you can offer attractive and entertaining content like videos. Then, the advertiser will build a flow of reminders so that when that customer is willing to buy back, it is up to the company to take it as the first option. These can be periodic, what it is called news bulletin or punctual, based on the correct networks that the advertiser puts into operations. Therefore, Email marketing is the most effective way to remind your clients that you have the solution to their problems. For example, you can send emails that deal with topics as diverse as:- News of your ideal topic
- Offers
- Important information for your client
- Ads for your business
- Events
Some Email marketing platforms offer their users the possibility to use a registration application at no additional cost, but only to run on mobile phones or tablets such as MailChimp, Getresponse, and Constant Contact.This facilitates the process of a company connecting and contacting a list of users through their emails. In this chapter, we will cover the subscription list, how to write and send emails, how to plan campaigns, and how to optimize and measure the performance of your email campaigns.How to attract subscribers?
Improving the conversion ratio of Email marketing is an essential activity in the day-to-day activities of any digital marketing manager. The conversion ratio refers to the percentage of users who perform the conversion action that has been decided. In the case of Email marketing, it is about getting the number of messages sent between the conversions achieved.
eBook - ePub- Avneet Kumar Singla(Author)
- 2021(Publication Date)
- Avneet Kumar Singla(Publisher)
Advertising is often a very important part of an Email marketing campaign. This advertising can be either direct or indirect. Direct marketing may include banner advertising or other graphic advertising that encourages website visitors to click through the link to reach either your website or a sponsor's website. Indirect advertising may apply to content in the copy of featured items that subtly encourage visitors to make a purchase or visit your website. Indirect marketing in an Email marketing campaign typically supports the products or services you offer, while direct marketing is likely to promote products and services offered by sponsors who have paid to receive advertising space in the email. Email recipients are usually aware that these graphics are part of an advertisement, and click on these links if you are interested in the products or services offered.Understanding Email marketing
Do you understand Email marketing? If you don't, you don't have to worry. This is because the concept of Email marketing is relatively new and many entrepreneurs have not yet started using this wonderful marketing tool. However, there are some savvy business owners who are already using Email marketing techniques to create extra business for themselves and gain an advantage over the competition. While not much knowledge about Email marketing does not pose an immediate threat to your business, you should get to know this concept to make sure it doesn't become a problem for you later, as more and more business owners in your niche use the concept of Email marketing. This article contains information on Email marketing that should be useful for business owners who have no experience with the subject.Business owners should first understand the options available to them in terms of Email marketing. The most common options include sending bulk e-Mails with promotional material, publishing and distributing e-newsletters, and offering correspondence courses by e-mail. The advantage of all these marketing strategies is the ability to reach a global audience. Unlike traditional marketing methods such as television and radio ads or print media, which only reach an audience in a limited area, anyone with access to the Internet can benefit from your Email marketing techniques.Mass emails are the most popular form of Email marketing. This includes e-Mails sent to hundreds, thousands, or even millions of recipients at the same time. The problem with this type of marketing is the potential for your emails to be considered spam. This is likely to be the case if you send your emails to recipients who are not interested in your products or services and have not expressed an interest in receiving emails from you.
eBook - ePubEmail Marketing By the Numbers
How to Use the World's Greatest Marketing Tool to Take Any Organization to the Next Level
- Chris Baggott, Ali Sales(Authors)
- 2011(Publication Date)
- Wiley(Publisher)
The key to email’s power, particularly at the local level, is that it is targeted and personal. Indeed, no marketing communications medium exists that is more targetable, customizable, and flexible than email. That is why email is revolutionizing direct marketing. Email direct marketing, when done correctly, can overcome the limitations of traditional direct marketing by offering limitless targeting ability at pennies per email and allowing marketers to have a one-to-one conversation with each of their customers.With proper targeting, tracking tools and a carefully built optin list, email can be highly personalized to the needs of individual customers. Communications sent on behalf of companies from messaging solution providers can be targeted and customized using sophisticated database marketing techniques. The technology can capture and track individual responses throughout the campaign, “learn” more about customers from response and purchase behavior, and refine customer profiles for future communications.Packaged email-marketing software and outsourced emailmarketing services leverage customer and CRM databases, allowing companies to create and send highly targeted and customized email campaigns for maximum response. For person-alizing messages, these programs not only use standard mail merge operations, but can also make all or part of the entire content of marketing messages conditional on one or some database attributes, such as the interests, transactional behavior or personal characteristics of list members. Dynamically assembled email based on past purchase and response profiles promises to bring marketers closer than ever before to one-on-one marketing capability.It seems that with Email marketing, we may finally be approaching that heralded goal of one-to-one marketing. This has been bruited about in marketing circles for some time but, as with many great ideas, it was more talk than reality. But now the technology is in place to bring this to fruition. And it appears that small businesses will be leading the way.
eBook - PDFEmail Marketing
An Hour a Day
- Jeanniey Mullen, David Daniels(Authors)
- 2008(Publication Date)
- Sybex(Publisher)
However, let’s quickly explore the pieces that make up the Email marketing continuum. Strategy This embodies the totality of the email production process, but from a tactical perspective, strategy here applies to list segmentation and targeting. Targeting is the marriage of the segmentation of your list to the content or offer being placed in front of this segment. Additionally, in this tactical context, the strategic role defines the pur-pose of the email program and the manner of email acquisition, reactivation, and test-ing. You’ll learn more about strategy in Chapter 4. Creative Design In most organizations, this role is shared with other interactive market-ing endeavors such as the website creative, but in larger organizations where email is mission-critical and tailored, this is a dedicated role within the Email marketing team. (Expedia, for example, employs this model.) Although creative elements (logos, and so on) can often be leveraged from other content stores within the organization, email increasingly requires the creative elements to be optimized for a variety of different email clients (for example, Outlook, Gmail, and AOL) and platforms such as mobile devices in order to ensure that the email creative renders appropriately. In Chapter 5, we provide you with the creative and markup basics as well as highlight vendors and tools that aid the creative process. Lisa Harmon of Smith-Harmon has a blog, Make It Pop! ( http://blog.emailexperience.org/make_it_pop/ ), which is a good reference for staying abreast of the latest creative best practices. Production Production is where the mailing all comes together. The person handling this should be well-versed in HTML coding and database scripting, because they assemble the email.
eBook - PDF- John Arnold(Author)
- 2011(Publication Date)
- For Dummies(Publisher)
Incorporate your name in • E-mail From lines • E-mail addresses • Your e-mail signature • Online directories • Your blog ✓ Format your messages consistently across all media. When repeating messages in multiple types of media, make sure the fol-lowing elements are formatted consistently in your e-mails: • Fonts • Layouts • Images • Headlines • Contact information • Calls to action Make sure that you can also communicate your brand effectively by using words if you want to take advantage of words-only messaging opportunities, such as radio, podcasting, and text-only e-mail delivery. You can find tips for using effective wording in Chapter 8. 13 Chapter 1: Adding E-Mail to a Successful Marketing Mix Applying Basic Marketing Principles to Your E-Mail Messages Convincing consumers to part with their money to obtain your products or services usually involves communicating one of two basic messages: ✓ Your products or services are unique and unfamiliar to consumers. Your challenge is to educate consumers who are likely to need your products or services so they will buy from you. ✓ Your products or services are easily identifiable and widely available. Your challenge is to convince consumers that your business is the best choice among the competition. Communicating a memorable message almost always takes multiple attempts to get consumers to respond. Effective marketing communications also require you to apply a fair amount of strategy and tactical thinking so that your messages stand out from all the other messages that consumers receive. Applying basic marketing principles to your e-mail messages helps ensure that your marketing communications are in tune with your audience and your overall objectives. Although you can apply literally hundreds of market-ing principles to the e-mail strategies and tactics throughout this book, begin building your message strategy with a few general principles in mind. Marketing message strategy is an ongoing cycle of three basic steps: 1.
eBook - PDFThe Art of Digital Marketing
The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns
- Ian Dodson(Author)
- 2016(Publication Date)
- Wiley(Publisher)
In order to master the design phase of your Email marketing process you will need to: • Identify and understand the email clients on which you can host your emails. • Understand what content you should incorporate into your email. • Know when it is appropriate to incorporate images and attachments. • Appreciate the potential risks that accompany any Email marketing campaign. Email Interaction Process Depending on the consumption channel, be it a website, a social media platform, or an email, users apply personal preferences to the messages they expect to receive and how they expect to receive them. This means that marketers have a responsibility to approach the sending of communications with a certain propriety. You can segment these consumption channels into different communication zones, which should help you to distinguish how you should conduct yourself—think of it as online finishing school! A website is a public zone. Anyone can access it and so there’s a lack of personalization, which creates distance between the website and the user, making it more difficult to target individuals. A social network is a social zone. Users are part of a community, which facilitates communication between the marketer and the target audience; there’s a closer connection to users but not all of them subscribe to receiving marketing messages. 136 The Art of Digital Marketing An email is a personal zone. An email account is a user’s personal asset and the closest link that a marketer can have to its target audience. However, because it’s a private space marketers have to remember to be tactful in their approach and not present themselves and their message in an invasive or disruptive way. The closer you move to users, the more you need to accommodate their preferences. It’s just good manners! With this in mind, it’s helpful to remember that users often carry out a simple prioritization exercise within their inbox when engaging with emails.
eBook - PDF- Jeanette Maw McMurtry(Author)
- 2022(Publication Date)
- For Dummies(Publisher)
230 PART 4 Powerful Ways to Build Sales through Email, Websites, and SEO This chapter discusses the tactics and technology behind successful direct mar- keting programs. It takes you through the steps necessary to execute campaigns that build meaningful relationships with customers by communicating with high levels of personalization. You’ll also learn the basics of customer segmentation and how to build campaigns around the important elements of recency, frequency, monetary value, and so much more. Additionally, this chapter provides insight on developing copy, graphics, calls to action, and other elements that drive engage- ment and conversion. You will also gain an understanding of how to use customer relationship management systems to send highly personal messages to thousands of customers in one mass email, creating individual value with the click of one button! Grasping the Basics of Direct Marketing The key to successful direct marketing is to send the right messaging to the right audience at the right time through the right channel, as trite as that may sound. Email and mobile/SMS texts are the primary channels most businesses use to reach large groups of customers individually. Yet printed direct mail delivered to residences and P.O. boxes performs much better than many people think. Following are some 2021 statistics on the most common direct marketing channels: » Email • 102.6 trillion emails are sent each year. (OptinMonster) • 49 percent of all emails are opened on mobile devices. (IBM) • Personalized emails get 6 times the transaction rates of non-personalized emails, but only 30 percentof brands use personalization. (Experian Marketing) • 60 percent of consumers subscribe to a brand’s list to get promotional offers. (MarketingSherpa) • 64 percent of small businesses use email for marketing (Campaign Monitor) » Mobile marketing • 95 percent of all people in the U.S. own a mobile phone, making smart- phones a channel businesses can’t ignore.
eBook - PDF- Greg Holden, Shannon Belew, Joel Elad, Jason R. Rich, Don Gulbrandsen(Authors)
- 2015(Publication Date)
- Wiley(Publisher)
E-businesses can purchase or rent these targeted email lists and send these people email for much less money than it would cost to send a mass mailing via the U.S. Postal Service. They also can take heart in knowing that the users should have interest in their products and a history of asking for information on related subjects. No matter how a list is built, e-businesses that choose to use some form of email to communicate with customers or potential customers must be professional and respectful. In particular, the subject line should clearly state the content of the message so that the recipient can quickly choose to read the message or delete it. Some companies use misleading message subject lines to get people to read their messages. Although this might get someone to open the message, it can also create a sense of resentment. Email can be an effective promotional tool, but ever yone in the online world loses if companies simply use the medium to harass recipients. Spam: Unsolicited emails sent en masse to promote a product or service. Spam: Unsolicited emails sent en masse to promote a product or service. Spam filter: Software programs that block unwanted spam. Spam filter: Software programs that block unwanted spam. Section 8.3: Marketing to Newsgroups and Mailing Lists E-business in Action Promote an e-business using Internet mailing lists. Chapter 8: Marketing an E-Business 234 SELF-CHECK 1. What is a newsgroup? What are two appropriate strategies for mar- keting an e-business to a newsgroup? 2. What are the advantages of working with Internet mailing lists? What types of marketing materials can be sent to the list? Spam has gi ven Email marketing a bad reputation that is often undeserved. Explain the important differences between marketing to an Internet mailing list and sending out spam.
eBook - ePubDigital Branding
A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement
- Daniel Rowles(Author)
- 2022(Publication Date)
- Kogan Page(Publisher)
09Email marketing
The majority of emails are now opened on a mobile device (99Firms, 2021). The reality, however, is somewhat more complicated. Many of us use our mobile devices to ‘triage’ our emails, that is, we use our mobile devices to monitor our incoming email and respond to anything urgent. Non-urgent and more complex email is generally responded to from a desktop or laptop in many cases (this is a reflection of the limitations of mobile devices in many cases still). This means we need to make sure our emails are fully optimized for the multiscreen journey.Focusing on the user
In this chapter we will look at each element of Email marketing in turn, but we need to keep our target audience at the heart of this journey. Bear in mind your ability to target, personalize and maximize the impact of your emails will be highly impacted by your email service provider (ESP). For example, in Figure 9.1 , you can see the options in Hubspot (a popular ESP and Customer Relationship Management (CRM) that we will explore later in this chapter) for previewing your emails on various mobile devices to make sure the user is having the optimum experience.Email isn’t exciting
I don’t agree with this statement one bit, and I’ll explain why in a moment, but let’s start with an example. If I run a webinar or a conference talk and I include the phrase ‘latest trends in social media’, I am pretty sure I’ll fill the room (virtual or otherwise). However, if we talk about some element of Email marketing, it just won’t get the same level of response. Most of us are interested in what’s new and what’s changing, and many of the core principles of Email marketing have been the same for some time. The issue is that not many of us are following these principles and we would rather try something new than improving what we are already doing.
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