EMAIL MARKETING - Business Gateway Business Gateway

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EMAIL MARKETING - Business Gateway Business Gateway

Transcript Of EMAIL MARKETING - Business Gateway Business Gateway

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EMAIL MARKETING

BUSINESS GATEWAY DIGITALBOOST
DigitalBoost is delivered by Business Gateway in partnership with Scottish Enterprise and Highlands & Islands Enterprise on behalf of Digital Scotland. DigitalBoost is designed to help Scottish businesses:
1. Understand the benefits of using Digital Technologies 2. Introduce, or improve their use of, Digital
Technologies to help grow their business
Visit www.bgateway.com/driving-growth/digitalboost for information on other services and a Digital ‘Health Check’ for your business. This will gauge your strengths and opportunities, and recommend services we can offer to help.

2 – Email Marketing

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TABLE OF CONTENTS

1

Introduction

2 The Role of Email within a Digital Marketing Strategy

3 Email Marketing Strategy
Your audience Your goals
Your email content
4 Email Marketing Tools
4.1 In-house vs Outsourcing

5 Integrating Email
Your Blog Social Media

6 Database Growth & Management
6.1 Capturing Quality Data
6.2 Segmentation

7 Developing an Effective Campaign
7.1 Types of Email 7.2 Image Design Tools 7.3 Email Design Tools 7.4 Composing Effective Emails & Case Study 7.5 Maximising Click-through Rates 7.6 Automated Email Campaigns 7.7 Best Times to Send an Email

3 – Email Marketing

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8 Database Growth & Management
8.1 Optimisation Checklist 8.2 A/B Testing 8.3 Preview Testing
9 Monitoring Campaigns
9.1 Tracking Email Campaignst 9.2 Key Performance Metrics 9.3 Analysing Results & Testing 9.4 Industry Benchmarks
10 Next Steps
10.2 Follow-up Campaigns
11 Legal Requirements

4 – Email Marketing

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Section 1 – Introduction
SECTION 1
INTRODUCTION
This guide will provide a comprehensive overview of Email Marketing, and guidance on how you can successfully utilise Email Marketing to achieve your business objectives. The key stages in executing Email Marketing Campaigns will be covered, with advice on how to complete each stage effectively.
The content of this guide will help you:
• Understand the role email has in your overall Digital Marketing Strategy, and the essential components of an Email Marketing Strategy
• Identify the most suitable Email Marketing platform and tools to run an Email Marketing Campaign
• Integrate Email Campaigns with other marketing activities
• Learn how to grow and manage a database of relevant, high quality subscribers that are likely to engage and take action as a result of your Email Campaigns
• Develop effective Email Campaigns, and get more familiar with the planning and delivery process
• Measure and analyse results in order to improve future campaigns
• Understand the legal requirements of Email Marketing

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Section 2 – The Role of Email within a Digital Marketing Strategy
SECTION 2
THE ROLE OF EMAIL WITHIN A DIGITAL MARKETING STRATEGY
Email Marketing can play a vital role within your overall marketing strategy.
At its core, Email Marketing allows you to target different segments of your audience on a 1-to-1 basis, with carefully tailored and personalised messaging.
Until more ephemeral media, such as Social newsfeed where content is only visible for short periods, Emails exist in recipients’ inboxes until they take an action on it; hopefully by reading it, click the link(s) within the email, and proceeding to your chosen website or webpage.
Key differentiators/advantages of Email as a marketing channel are:
• Emails directly communicate with audiences on a 1-2-1 basis
• Emails are permanent until acted upon, and so they can be used to amplify and prolong social media & website content
• Email campaigns can target various audiences, effectively & efficiently, with personalised messaging
• Analytical data on Email performance can be used across all marketing efforts

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Section 3 – Email Marketing Strategy

SECTION 3
EMAIL MARKETING STRATEGY
When developing an Email Marketing Strategy, it is important to spend a good amount of time giving careful thought and consideration to 3 crucial areas:

1. Your Audience(s) – who are they, and what do they want to know?

2. Your Goals – what do you want from your audience(s)? what would benefit your business?

3. Your Email Content – what content tells your audience what they want to know, and sets them on a journey towards completing one (or more) of your goals

The keys to success in Email Marketing are similar to those of most other online marketing mediums. It is vital to understand 1) who you are trying to reach and their needs, 2) how you want them to interact with your business, and 3) what content will both meet their needs whilst encouraging your desired interactions.
YOUR AUDIENCE
Firstly, when planning your Email Marketing Campaigns, establish who your recipients should be.

Basis differentiating characteristics can be simple demographic information like age, gender, geographic location, and interests.

On a more detailed level, advanced demographic information such as purchasing habits, or an individual’s stage in the buying cycle can significantly impact who companies choose market to.

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Section 3 – Email Marketing Strategy
For example: Online retailers such as eBay often select audiences based on their purchasing habits. i.e. emailing promotions on car care products to individuals who have previously purchased car care products on their site.
Insurers often select audiences for their Email Marketing based on their stage in the buying cycle. i.e. focusing on Emailing people whose insurance renewal dates are coming up shortly, rather than people 4 months into a 12 month policy, because the former are likely to be considering purchasing a policy in the near future and the latter are not.
YOUR GOALS
Secondly, you need to ask “What action(s) do I want my Email Marketing activity inspire from my audience?”
Immediate actions will typically be visiting your website. However, the eventual goal is generating something that is of benefit to your business.
For example: • Product sales • Service subscriptions or renewals • Phonecalls • Event or webinar attendance • Contact form submissions

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Section 3 – Email Marketing Strategy
YOUR EMAIL CONTENT Once you understand who your audience are, and what actions you hope to generate as a result of your email marketing, you need to make an informed choice as to the content they may want to receive.
Consider what content your audience is likely to take an interest in, and how that content can be leveraged to set your audience on a path towards your website, and eventually towards completing one of your chosen goals.
This will be something you that becomes clearer over time once you have tested a variety of content with your audience. Campaigns are likely to take place over more than 1 email, with a mix of different content and visuals etc.
Create Email Marketing Goals & Objectives 1. Outline your email marketing goals, what do
you want to achieve? (increase sales by %, gain % more subscribers by a specific date e.g.) 2. Outline any new products/services to promote 3. Outline any upcoming events you have planned to promote

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Section 4 – Email Marketing Tools

SECTION 4
EMAIL MARKETING TOOLS

4.1 IN-HOUSE VS OUTSOURCING

IN-HOUSE VS OUTSOURCING

Pros • Cost effective • Control • Team that knows the
company’s values & brand • Full time team

Pros • Access to a wide range of
marketing experts • Fixed monthly cost • Reliable platform • Less expensive than
building an email marketing team

Cons • Time • Costly to hire marketing
experts

Cons • Lack of control • Risk of choosing a company
which isn’t a great fit

There are numerous benefits in using an in-house team, and there are also benefits to the alternative of outsourcing your email marketing.

In-house means having your company manage your email marketing efforts from within your organisation.

Outsourcing, means to have your email marketing efforts managed by a third party sender.

Third party senders can develop your email marketing strategy to suit your goals, create and design the emails, include techniques and analyse your emails to improve your reach, engagement and return on investment.

By managing your email marketing in house, it’s cost effective

and your organisation has absolute control over what emails

are created and to who. As your organisation knows your

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ContentEmail MarketingAudienceEmailGoals