Why use email marketing?
• Other online marketing options:
• Social, SEO, Non PPC mobile marketing, content / viral marketing, non PPC display advertising, PPC, affiliate marketing
• Email marketing
• Cost effective
• Data tracking
• Campaigns can be automated
• Its absolutely immediately
• It generates more sales
Email software providers main function
• Email list management
• Unsubscribe functionality
• Design templates and WYSIWYG editors
• Mail merge functionality
• Analytics and reports
• Delivery management
• Integrated spam filters
Spamming
• Spam is unsolicited bulk email
• Why avoid?
• You will be blacklisted
• It’s illegal
• You need permission
• You need to give them an opt – out at all times
• You need to always be clearly identifiable
Building Email Subscriber Lists
• The bigger the better
• No short cuts – Quality source is key
• But how to achieve?
• Once attained – segment
• Demographics
• Behavioural
• Nurture and contact to build profile
• registration forms
• Slowly catchy monkey
• Give stuff away
• Every page and contact point is a profile builder
• Timing is everything
Designing Mass Emails
• Have a clear process business objectives Use a consistent from/reply to address
• Subject line – AIDA
• Personalise
• Avoid animation, BG colour, attachments, CCs
• Have a view in browser link at top
• Test graphical versus email client formats
• Design for mobile / various email clients
• Keep it simple
• drive the call to action repeatedly
• Multiple links and consider “The fold”
Tips
• Never buy lists
• Always use a software programme
• Never share your hard earned customer lists
• Have a clear and easy unsubscribe function
• A/B test
• HTML versus individual
• Images, text, subject lines
• Design for mobiles
• Get relevant – be useful
• Analyse, Analyse, Analyse
• Don’t spam