EMAIL MARKETING: 3 EXPLOSIVE WAYS TO INCREASE SALES AND STRENGTHEN YOUR BRAND

email marketing

 


 

PUBLISHED BY: Jonathan Frost

Copyright © 2017 All rights reserved.

No part of this publication may be copied, reproduced in any format, by any means, electronic or otherwise, without prior consent from the copyright owner and publisher of this book.

Introduction

Email marketing refers to the process of sending a commercial message, basically ot a group of people via email. If you look at email marketing in a wider view, each mail you send to a prospective or current customer is regarded as email marketing. Additionally, it involves using email to send advertisements, ask for business, solicit for sales or donations, and the aim is to build trust, loyalty and awareness of one’s brand.

Email marketing has undergone growth over the years. The first mass email sent out was in 1978, by Gary Thuerk, of Digital Equipment Corporation. It was sent to about 400 potential customers. This mass email resulted in sales worth thirteen million for this company and emphasized on the impact of marketing via emails. However, as email marketing developed, users started blocking out content from emails with filters and blocking programs.

So as to effectively relay message via email, marketers came up with a way of pushing the content through tom the end user without being cut off by automatic filters and spam removing software. Consequently, this led to the birth of triggered marketing emails which are sent out to specific users based on their tracked patterns of online browsing. In the earlier years, it was difficult to measure the effectiveness of marketing campaigns because target markets could not be properly defined. Email marketing is beneficial as it allows marketers to point out returns on investments as well as measure and improve efficiency.

Moreover, email marketing allows marketers to see response from users in real time, and to monitor the progress and effectiveness of their campaign in market penetration.

 

Chapter 1

Types of email marketing

 

 

Marketing via emails can be done in different ways.

  • Transactional emails

 

Such emails are usually triggered based on a customer’s action with an entity. For an email to be regarded as a transactional or relationship message, the primary purpose of the communication should be to facilitate, complete or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender along with a few other narrow definitions of transactional messaging. Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, recorder emails as well as email receipts.

The basic aim of a transactional email is to relay information about the action that triggered it. However, because of the high open rates, transactional emails provide a chance to introduce, or extend the email relationship with customers or subscribers, to anticipate and answer questions, or to cross-sell or up-sell products and services.

Several email newsletter software vendors also offer transactional email support offering companies the platform to include promotional messages within the body of transactional emails. Software vendors also exist that offer specialized transactional email marketing services which include providing targeted and personalized transactional email messages and running specific marketing campaigns.

  • Direct emails

 

This involves sending an email with the single aim of relaying a promotional message; for instance, a special offer or product catalog. Organizations usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they rent a list of email addresses from service companies.

  • Mobile email marketing

 

Email marketing currently develops large amounts of traffic via smartphones and tablets. Marketers are researching ways of capturing the attention of users in span and volume. The problem is that the rate of delivery is still low because of the strong filters and several users have multiple email accounts for different functions. Since emails are generated as per the tracked behavior of customers, it is not impossible to tailor promotional material to their requirements and to present relevant details to potential buyers. Due to this, modern email marketing is regarded as a pull strategy rather than a push strategy.

 

 

 

 

Email marketing vs Traditional mail

There are pros and cons when using email marketing as opposed to the traditional advertising mail.

Pros

Email marketing is useful for companies because:

  • An accurate tracking of a return on investment can be done. Email marketing is always reported s second only to search marketing when it comes to effective online marketing options.
  • Secondly, it is cheaper and faster as compared to traditional mail due to its cost as well as the time needed in a traditional mail campaign for producing artwork, printing, addressing and mailing.
  • Additionally, entities that send out bulks of emails can use an email service provider to collect information about the recipients’ behavior. The insights provided by consumer response to email marketing assists businesses and organizations to understand and utilize behavior of consumers.
  • Emails also provide a cost-effective method to test different marketing content such as visual, creative, marketing copy as well as multimedia assets. Furthermore, the data collected by testing in the email channel can be used across all channels of marketing campaigns in both print and digital.
  • Advertisers can also reach a good number of email subscribers who have opted in.
  • As compared to standard email, direct email marketing produces a higher rate of response as well as a higher average order value for e-commerce businesses.

Cons

Deliverability of emails is an issue and companies should make sure that their program does not violate spam laws.

Opt-in email marketing

This is also known as permission marketing. It is a method of email advertising where the recipient has consented to receive it. This is one of the methods developed by marketers to get rid of the deliverability issue. This method is intended to bring a high degree of satisfaction between a consumer and a marketer. By using opt-in email advertising, the email will be anticipated by a consumer. It will be assumed that the consumer wants to receive it and they will be more personal and relevant to the consumers as compared to untargeted adverts.

An example of this is a newsletter sent to an advertising company’s customers. They notify customers of upcoming events, promotions as well as new products.

 

 

 

 

Chapter 2

A beginner’s guide to successful email marketing

 

 

Step one: Being permitted

There is no email campaign that can be set up without getting permission. So, the first step is to focus on building a sizeable email list. You can do this in several ways; you may decide to offer something for free, or simply give out newsletters or product samples. It is however important for you to have a clear aim when asking for an address. Some factors to consider are:

  • How do I gain by giving you my email address?
  • Will you spam me?
  • How often will you email me?
  • Are there discounts?
  • Will you send me more junk or relevant offers?

Even though a majority of all reputable email service providers strive to prevent your emails from being blocked by major internet service providers, they have no control where your email will land, whether inbox or spam box. Most of them will help you by providing you with a quality score, but getting whitelisted is the best way of ensuring that your emails will get a proper delivery. Whitelisting is like being marked as a friend and the best way of achieving this is by being added to a recipient’s address book. You do this by giving instructions to do so at the top of each email, especially on the initial thank you and first follow-up email.

 

Step two: Play the game of numbers

Email marketing is all about expectations, and it’s your job to set them. If your call to action is powerful, and your follow up is consistent, then you can expect a positive campaign. If you plan to send an email per week but send them daily, you are headed for failure. On the other hand, if someone expects daily updates, and you don’t send, they will obviously get upset.

This is the reason as to why the initial follow-up is quite important to the success of your email marketing. A majority of email service providers offer you the option of creating n autoresponder sequence, and you should take advantage of it. The first follow-up should be sent immediately as a way of introducing yourself and detailing what you plan on doing with your new subscriber’s email address.

You need to ask yourself whether your messaging is consistent with your set expectations.

Newsletters

Do you know the difference between a good and bad newsletter? You will know you have received a bad newsletter if you will not remember asking to receive it. Basically this happens when a business is unable to maintain a regular email routine or uses a poor form and manually adds you to their list after receiving a business card or personal email. On the other hand, the most compelling ones are those that do a great job of blending messages and updates. For example, the email contains a list of products and images, but is balanced by a personal message or a friendly update.

The basic rule is to always use your newsletter as a way of furthering your relationship with the reader or customer rather than pitching them. Use the pitch for unique updates, offers and announcements.

As a marketer, one of the hurdles I bump into most of the time is that I neglect my list until when I have something to sell. This is not wise at all. This is where an autoresponder comes in and it is recommended that you schedule content to be delivered on a regular basis over several months. The advantage of this is that when you need to announce a new product or sale, you can rely on the fact that you have already been in touch, and built a relationship over time. Please ensure that you schedule your autoresponder on specific days so that you know when you can afford to send an email.

Just in case you find yourself questioning whether a certain email is one too many, then it probably is.

 

Step three: Segmentation and Analysis

The three most important ones are open rate, click through rate and unsubscribes. The open rate will inform you of how well you have built your relationship; if the number is low, it means that people have started deleting upon receipt. This means you need to work harder on offering value and managing expectations.

Secondly, if your CTR is low it means that your message is not well targeted or simply not going through. You need to concentrate on improving your copy.

Lastly, if the unsubscription rate is high as compared to your opt-in rate, then you are past the point of building value and writing good copies. There is some serious work to be done here. Tyr and analyze why people re leaving and act on the leaks. In case they are leaving due to a certain autoresponder email, then work on it. If they leave after marketing messages, work on the way your offers are presented. In case they are leaving early in your funnel, you need to fix the original call to action so that it’s in sync with what you are sending out.

Email analytics are vital as they will give you specific clues as to what you’re not doing right.

Segmentation

This is the practice of splitting up your email list into groups that are more targeted. When you divide your list this way, you will have the ability to send communication that is more targeted. Selected customers need both product and sales updates, while another section only wants to hear about new releases. If you don’t give them a chance to choose, you will risk losing them. With segmentation, you can send broadcast only to those that didn’t open your last message (ask why) or to those that showed interest. Furthermore, you can also split test messaging amongst groups so as to refine your best practices.

Chapter 3

Reasons for using email marketing

 

 

 

This is a solution that is cost effective and gives you the power to reach your customers via their inbox. Lot of facts exist to support email marketing benefits:

  • Almost ninety percent of adult in the US prefer receiving promotional emails from companies they conduct business with
  • Also, email is almost forty times effective than Facebook and twitter combined when it comes to helping your business acquire new customers.
  • Building credibility

People will always do business with people they know, like and trust. Email gives you the ability to build credibility with your audience by sharing helpful as well as informative content.

  • Call generation

When done in the correct way, email marketing will enable you to reach the right person, with the right offer and at the right time.

  • Improved donations

As efforts of fundraising move online, nonprofits need to change their outreach efforts too.

  • Strengthening relationships

In case you need to build strong relationships with customers, it’s important to have an effective tool for communicating with the people who matter most to you in business. Email offers you the ability to stay at the top of your mind and keep you engaged in your business during your busy season and the sluggish times of the year.

  • Boost communication

In case your business relies on having a reliable way to communicate with you members and clients, you need to have a communication channel you can trust.

  • Build your brand

With emails, you have the ability to strengthen brand recognition with new and potential clients, and extend your coverage when people forward or share your message with a friend.

  • Boost sales

When you have an audience of people who are interested in receiving updates from your business, you will be able to reason differently about how you boost sales all year round.

  • Email marketing will also give you the metrics you require to see how your emails are performing. The insights will help you market smarter, as well as give you the advantage of better understanding the needs and interests of your customer base.
  • You will also get started quite fast. With marketing software such as Constant Contact, you will have the tools and training you need to get started quickly. It does not matter the level of marketing experience you have or expertise.
  • Additionally, you can reach people on any device.
  • With an email marketing provider, you have access to professionally-designed email templates. These templates are designed in such a way that it is quicker and easier to get your message to your audience and make sure that you look professional.
  • It will also help in increasing web traffic.

 

How to build an email list

A healthy email list is one of the best marketing assets of a small business. Even though proper management and use of your email file will greatly generate revenue, the main challenge is always to create the email list itself. With inbox clutter is rising and customers are becoming more sensitive towards any communication that is not desired, marketers need to develop their lists of subscribers with a lot of care and relevance.

Luckily, there are several easy but effective methods of creating an email list; traditional online and offline tactics, paid search, direct mail, events as well as special offers. The factors to consider when creating an email list are:

 

  • Using the tactics responsibly
  • Abiding by all the legal requirements
  • Respecting the preferences of subscribers

Direct mail

Advertise email sign-up in all catalogs, directory ads as well as direct-mail order forms. A simple checkbox accompanied by a field for writing in an email address on bills, rebate cards and renewal of subscriptions is all you need to give to make your list grow. When you use this method, ensure that you email all new subscribers as soon as you can. Chances will be that much time has elapsed since they mailed the form, and it’s advisable to keep your brand fresh in their minds and go on with the dialogue.

Email sign-up boxes

When you place a clear and conspicuous form on your website, you will be able to facilitate email sign-ups for your website visitors. This form of acquisition is not only effective but quite simple to implement. Also, there a few important things one should keep in mind when using this tactic:

  • Maintain the appearance and feel of all website sign-up boxes clean and consistent as this will make them more reputable, easy to find and familiar to your audience.
  • Secondly, try and place sign-up boxes either as part of the top banner or immediately below. A majority of test results have shown that the ones located near the top of the website perform better as compared to those found at the footer area.
  • Additionally, couple your sign-up boxes with a clear description of what they have to gain. Inform your customers of exactly what they should expect when signing up, and market the benefits of being on the email list. This can be as simple as promoting the general pros of the channel such as being able to receive information and offers faster, and that it’s also eco-friendly.

Account registration and online e-commerce forms

Registration of sites is the most common as well as effective way of acquisition of marketers. A research revealed that seventy percent of marketers regard site registration effective when it comes to both quality and quantity. So, you need to make sure to incorporate email sign-up into all account registration and e-commerce forms on your website. For one to effectively do this, follow these:

  • The incentive for registration is clear and relevant to your targeted audience
  • The benefits of registration for your email program are listed clearly
  • Geographic as well as demographic information is collected for segmentation
  • The call to action is prominently displayed

 

 

Word of mouth

For subscribers who have been on your list for a long time, a small discount, or incentive, will make them spread the word. Marketers need to take advantage on word-of-mouth marketing by incorporating email sign-up on viral components such as features that allow site visitors to forward products, services, wish lists, online information and other notifications to their friends.

This tactic is effective for new sign-ups and sweepstake entries because such subscribers are always eager to spread the word to family and friends. Take advantage of enthusiasm and utilize the timing by providing an opportunity for referral immediately after a user has opted in.

It’s advisable to ask the referrer not only for a friend’s email address, but also for a name so that the message can be personalized. Moreover, do not forget to add the referee’s full name to the email as well. When you reference whom the email was recommended by, you will have instant credibility and your conversion rates will skyrocket.

Customer requests and downloads

When those who visit your website ask for online price quotes, catalogs or company information, make sure to ask for their email addresses. This list-growth practice is mostly effective for business-to-business marketers, catalogers and other businesses that may lack e-commerce websites. You need to save any new documentation as a PDF for download, and require that individuals enter their names and email addresses for them to access it.

The value of information that you offer is directly proportional to the amount of personal data your customers are willing to provide, so as to make a fair trade-off. A highly anticipated white paper or report can garner a high number of new email subscribers who are openly expressing interest in your brand, so don’t waste this opportunity.

Point of sale

For retail stores, asking customers for their email addresses at the POS is a proven method. To put this method into action, it is important for your associates to:

  • Request customers for their email addresses
  • Explain to your customers the benefits of your email program
  • Let your customers know exactly what to expect in terms of email frequency and content
  • Read through the email address so as to verify correct spelling and minimize the risk of error

Lastly, training of employees and in-store signage promotion of your program can adequately support this effort.

Send a welcome email offering a free gift with any purchase

For you to encourage your customers to give out their email addresses, think about offering a free product with their next buy. An email can be sent to confirm the email address and you can include a free offer coupon. This will validate the email address and will encourage the customers to shop once more.

Call-center representatives

You need to know that customers are highly receptive when on customer service calls. You will have their full attention and you need to use it to your advantage by requesting email addresses. You will be shocked at how many of them will comply. Furthermore, if your customer representatives are writing their own emails to follow up with customers, make sure that they put a link to an email sign-up from in their email signatures.

 

 

 

 


 

Conclusion

Legal requirements for email marketing in selected countries

 

Australia

The Australian Spam Act 2003 is enforced by the Australian Communications and Media Authority. The act defines the terms unsolicited electronic messages, how unsubscribe functions must work for commercial messages and other key information.

Canada

The Canada anti-spam law was effected in July 1, 2014. It requires an explicit or implicit opt-in from users, and the maximum fines for non-compliance are one million dollars for individuals and ten for businesses.

European Union

In the year 2002, the European Union introduced the Directive on Privacy and Electronic Communications. Article 13 of the directive prohibits the use of personal email addresses for purposes of marketing. This directive establishes the opt-in regime, where emails that are unsolicited may be sent only with prior agreement of the recipient; however, this does not apply to business email addresses.

United States

The CAN-SPAM Act of 2003 was passed by congress as a direct response because of the growing number of complaints about spam emails. Congress directed that those who send commercial emails should not mislead recipients over the source or content, and that all those who receive them have a right to decline them. Furthermore, the act authorizes a 16,000 dollar penalty per violation for spamming each individual recipient.

However, this act does not ban spam emailing outright, but imposes laws on using deceptive methods of marketing through false or misleading headlines. Additionally, there are conditions which email marketers have to meet in terms of their format, content and labelling. To show compliance with the Act’s regulation of commercial email, services also need users to authenticate their return address and include a valid physical address, provide a one-click unsubscribe feature and prohibit importing lists of purchased addresses that may not have given valid permission.

Quick tips for email marketing in small businesses

  • Avoid experimenting with the sender field

A name that can be easily recognized in the sender field is a very good thing. Your sender field needs to be consistent and make it simple for whoever reads it to see who sent it. This is because this is the first thing that readers look at when deciding whether to open an email or not.

  • Have a killer subject line

The second thing is to sway the reader’s attention to your subject line. Try and be enticing, appeal to your readers’ fears, needs, likes and ambitions. Additionally, be short and snappy.

  • Talk to your reader

Whether your email is being sent to 5 people or 5,000, write for an audience of one. Build a mental image of your model reader. Be vivid and talk to them directly, just as you would if you were talking to them in person.

  • Be personal

If you know the name of your reader, use Constant Contact’s email marketing software to automatically include it in your emails. You can also use it in the main message of your email to keep the reader engaged. But don’t overdo it. Jamming your reader’s name into every sentence may sound a bit creepy. The aim is to sound natural.

  • Offer value

Chances are that your reader doesn’t care about that new member of staff you are so keen to announce. What they do want is the answer to a problem. Ultimately, that’s what every reader wants. When you provide value, your emails get read.

  • Make it snappy

The average person’s inbox is something of a battlefield. They want to keep the number of unread emails under control, which isn’t easy when they receive dozens of emails daily. Now, your reader has given you permission to be in their inbox. Honor that by respecting their time and keeping your content snappy. If it takes longer than a minute or two to absorb the message, it might be time for rethink.

  • Make the links and call to action obvious

You want your reader to click through to an article? Then make sure the buttons or hyperlinks standout, and put your main call to action near the top. Don’t expect your reader to do the guesswork.

  • Segment your list of subscribers

The more targeted your message, the better you can expect your results to be. That means you need to gather as much information and insight about your subscribers as possible. Let’s say you run a high street fashion store and are offering a half-price weekend in one of your branches. You want your subscribers who live near that branch to know about the offer, but it’s a pretty useless message for anyone that doesn’t live near the store in question. List segmentation lets you target the people that matter, with a message that matters.

  • Ensure that your email is mobile optimized

Around two-thirds of email is opened on a smartphone or tablet. If your email design doesn’t look great and function flawlessly on mobile devices, you could be alienating more than 60% of your audience.

 

  • Test without tiring

Do your links go to the right page? Does the design look as it should in all of the most popular email clients? Do your images match your content? Run multiple tests – and send multiple test emails – before you go for the big launch.

  • Split test

Sometimes the slightest tweak to a send title, layout, body copy message or call to action can make a big difference to the effectiveness of your campaign. Split-testing is when you send slightly different versions of the same email to a sample of your subscribers. In Constant Contact it’s simple to compare the results, and then you can send the bes

JONATHAN FROST


JONATHAN FROST

 

PUBLISHED BY: Jonathan Frost

Copyright © 2017 All rights reserved.

 

No part of this publication may be copied, reproduced in any format, by any means, electronic or otherwise, without prior consent from the copyright owner and publisher of this book.

 

 

 

Introduction

 

 

Email marketing refers to the process of sending a commercial message, basically ot a group of people via email. If you look at email marketing in a wider view, each mail you send to a prospective or current customer is regarded as email marketing. Additionally, it involves using email to send advertisements, ask for business, solicit for sales or donations, and the aim is to build trust, loyalty and awareness of one’s brand.

Email marketing has undergone growth over the years. The first mass email sent out was in 1978, by Gary Thuerk, of Digital Equipment Corporation. It was sent to about 400 potential customers. This mass email resulted in sales worth thirteen million for this company and emphasized on the impact of marketing via emails. However, as email marketing developed, users started blocking out content from emails with filters and blocking programs.

So as to effectively relay message via email, marketers came up with a way of pushing the content through tom the end user without being cut off by automatic filters and spam removing software. Consequently, this led to the birth of triggered marketing emails which are sent out to specific users based on their tracked patterns of online browsing. In the earlier years, it was difficult to measure the effectiveness of marketing campaigns because target markets could not be properly defined. Email marketing is beneficial as it allows marketers to point out returns on investments as well as measure and improve efficiency.

Moreover, email marketing allows marketers to see response from users in real time, and to monitor the progress and effectiveness of their campaign in market penetration.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Chapter 1

Types of email marketing

 

 

Marketing via emails can be done in different ways.

  • Transactional emails

 

Such emails are usually triggered based on a customer’s action with an entity. For an email to be regarded as a transactional or relationship message, the primary purpose of the communication should be to facilitate, complete or confirm a commercial transaction that the recipient has previously agreed to enter into with the sender along with a few other narrow definitions of transactional messaging. Triggered transactional messages include dropped basket messages, password reset emails, purchase or order confirmation emails, order status emails, recorder emails as well as email receipts.

The basic aim of a transactional email is to relay information about the action that triggered it. However, because of the high open rates, transactional emails provide a chance to introduce, or extend the email relationship with customers or subscribers, to anticipate and answer questions, or to cross-sell or up-sell products and services.

Several email newsletter software vendors also offer transactional email support offering companies the platform to include promotional messages within the body of transactional emails. Software vendors also exist that offer specialized transactional email marketing services which include providing targeted and personalized transactional email messages and running specific marketing campaigns.

  • Direct emails

 

This involves sending an email with the single aim of relaying a promotional message; for instance, a special offer or product catalog. Organizations usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they rent a list of email addresses from service companies.

  • Mobile email marketing

 

Email marketing currently develops large amounts of traffic via smartphones and tablets. Marketers are researching ways of capturing the attention of users in span and volume. The problem is that the rate of delivery is still low because of the strong filters and several users have multiple email accounts for different functions. Since emails are generated as per the tracked behavior of customers, it is not impossible to tailor promotional material to their requirements and to present relevant details to potential buyers. Due to this, modern email marketing is regarded as a pull strategy rather than a push strategy.

 

 

 

 

Email marketing vs Traditional mail

There are pros and cons when using email marketing as opposed to the traditional advertising mail.

Pros

Email marketing is useful for companies because:

  • An accurate tracking of a return on investment can be done. Email marketing is always reported s second only to search marketing when it comes to effective online marketing options.
  • Secondly, it is cheaper and faster as compared to traditional mail due to its cost as well as the time needed in a traditional mail campaign for producing artwork, printing, addressing and mailing.
  • Additionally, entities that send out bulks of emails can use an email service provider to collect information about the recipients’ behavior. The insights provided by consumer response to email marketing assists businesses and organizations to understand and utilize behavior of consumers.
  • Emails also provide a cost-effective method to test different marketing content such as visual, creative, marketing copy as well as multimedia assets. Furthermore, the data collected by testing in the email channel can be used across all channels of marketing campaigns in both print and digital.
  • Advertisers can also reach a good number of email subscribers who have opted in.
  • As compared to standard email, direct email marketing produces a higher rate of response as well as a higher average order value for e-commerce businesses.

Cons

Deliverability of emails is an issue and companies should make sure that their program does not violate spam laws.

Opt-in email marketing

This is also known as permission marketing. It is a method of email advertising where the recipient has consented to receive it. This is one of the methods developed by marketers to get rid of the deliverability issue. This method is intended to bring a high degree of satisfaction between a consumer and a marketer. By using opt-in email advertising, the email will be anticipated by a consumer. It will be assumed that the consumer wants to receive it and they will be more personal and relevant to the consumers as compared to untargeted adverts.

An example of this is a newsletter sent to an advertising company’s customers. They notify customers of upcoming events, promotions as well as new products.

 

 

 

 

Chapter 2

A beginner’s guide to successful email marketing

 

 

Step one: Being permitted

There is no email campaign that can be set up without getting permission. So, the first step is to focus on building a sizeable email list. You can do this in several ways; you may decide to offer something for free, or simply give out newsletters or product samples. It is however important for you to have a clear aim when asking for an address. Some factors to consider are:

  • How do I gain by giving you my email address?
  • Will you spam me?
  • How often will you email me?
  • Are there discounts?
  • Will you send me more junk or relevant offers?

Even though a majority of all reputable email service providers strive to prevent your emails from being blocked by major internet service providers, they have no control where your email will land, whether inbox or spam box. Most of them will help you by providing you with a quality score, but getting whitelisted is the best way of ensuring that your emails will get a proper delivery. Whitelisting is like being marked as a friend and the best way of achieving this is by being added to a recipient’s address book. You do this by giving instructions to do so at the top of each email, especially on the initial thank you and first follow-up email.

 

Step two: Play the game of numbers

Email marketing is all about expectations, and it’s your job to set them. If your call to action is powerful, and your follow up is consistent, then you can expect a positive campaign. If you plan to send an email per week but send them daily, you are headed for failure. On the other hand, if someone expects daily updates, and you don’t send, they will obviously get upset.

This is the reason as to why the initial follow-up is quite important to the success of your email marketing. A majority of email service providers offer you the option of creating n autoresponder sequence, and you should take advantage of it. The first follow-up should be sent immediately as a way of introducing yourself and detailing what you plan on doing with your new subscriber’s email address.

You need to ask yourself whether your messaging is consistent with your set expectations.

Newsletters

Do you know the difference between a good and bad newsletter? You will know you have received a bad newsletter if you will not remember asking to receive it. Basically this happens when a business is unable to maintain a regular email routine or uses a poor form and manually adds you to their list after receiving a business card or personal email. On the other hand, the most compelling ones are those that do a great job of blending messages and updates. For example, the email contains a list of products and images, but is balanced by a personal message or a friendly update.

The basic rule is to always use your newsletter as a way of furthering your relationship with the reader or customer rather than pitching them. Use the pitch for unique updates, offers and announcements.

As a marketer, one of the hurdles I bump into most of the time is that I neglect my list until when I have something to sell. This is not wise at all. This is where an autoresponder comes in and it is recommended that you schedule content to be delivered on a regular basis over several months. The advantage of this is that when you need to announce a new product or sale, you can rely on the fact that you have already been in touch, and built a relationship over time. Please ensure that you schedule your autoresponder on specific days so that you know when you can afford to send an email.

Just in case you find yourself questioning whether a certain email is one too many, then it probably is.

 

Step three: Segmentation and Analysis

The three most important ones are open rate, click through rate and unsubscribes. The open rate will inform you of how well you have built your relationship; if the number is low, it means that people have started deleting upon receipt. This means you need to work harder on offering value and managing expectations.

Secondly, if your CTR is low it means that your message is not well targeted or simply not going through. You need to concentrate on improving your copy.

Lastly, if the unsubscription rate is high as compared to your opt-in rate, then you are past the point of building value and writing good copies. There is some serious work to be done here. Tyr and analyze why people re leaving and act on the leaks. In case they are leaving due to a certain autoresponder email, then work on it. If they leave after marketing messages, work on the way your offers are presented. In case they are leaving early in your funnel, you need to fix the original call to action so that it’s in sync with what you are sending out.

Email analytics are vital as they will give you specific clues as to what you’re not doing right.

Segmentation

This is the practice of splitting up your email list into groups that are more targeted. When you divide your list this way, you will have the ability to send communication that is more targeted. Selected customers need both product and sales updates, while another section only wants to hear about new releases. If you don’t give them a chance to choose, you will risk losing them. With segmentation, you can send broadcast only to those that didn’t open your last message (ask why) or to those that showed interest. Furthermore, you can also split test messaging amongst groups so as to refine your best practices.

Chapter 3

Reasons for using email marketing

 

 

 

This is a solution that is cost effective and gives you the power to reach your customers via their inbox. Lot of facts exist to support email marketing benefits:

  • Almost ninety percent of adult in the US prefer receiving promotional emails from companies they conduct business with
  • Also, email is almost forty times effective than Facebook and twitter combined when it comes to helping your business acquire new customers.
  • Building credibility

People will always do business with people they know, like and trust. Email gives you the ability to build credibility with your audience by sharing helpful as well as informative content.

  • Call generation

When done in the correct way, email marketing will enable you to reach the right person, with the right offer and at the right time.

  • Improved donations

As efforts of fundraising move online, nonprofits need to change their outreach efforts too.

  • Strengthening relationships

In case you need to build strong relationships with customers, it’s important to have an effective tool for communicating with the people who matter most to you in business. Email offers you the ability to stay at the top of your mind and keep you engaged in your business during your busy season and the sluggish times of the year.

  • Boost communication

In case your business relies on having a reliable way to communicate with you members and clients, you need to have a communication channel you can trust.

  • Build your brand

With emails, you have the ability to strengthen brand recognition with new and potential clients, and extend your coverage when people forward or share your message with a friend.

  • Boost sales

When you have an audience of people who are interested in receiving updates from your business, you will be able to reason differently about how you boost sales all year round.

  • Email marketing will also give you the metrics you require to see how your emails are performing. The insights will help you market smarter, as well as give you the advantage of better understanding the needs and interests of your customer base.
  • You will also get started quite fast. With marketing software such as Constant Contact, you will have the tools and training you need to get started quickly. It does not matter the level of marketing experience you have or expertise.
  • Additionally, you can reach people on any device.
  • With an email marketing provider, you have access to professionally-designed email templates. These templates are designed in such a way that it is quicker and easier to get your message to your audience and make sure that you look professional.
  • It will also help in increasing web traffic.

 

How to build an email list

A healthy email list is one of the best marketing assets of a small business. Even though proper management and use of your email file will greatly generate revenue, the main challenge is always to create the email list itself. With inbox clutter is rising and customers are becoming more sensitive towards any communication that is not desired, marketers need to develop their lists of subscribers with a lot of care and relevance.

Luckily, there are several easy but effective methods of creating an email list; traditional online and offline tactics, paid search, direct mail, events as well as special offers. The factors to consider when creating an email list are:

 

  • Using the tactics responsibly
  • Abiding by all the legal requirements
  • Respecting the preferences of subscribers

Direct mail

Advertise email sign-up in all catalogs, directory ads as well as direct-mail order forms. A simple checkbox accompanied by a field for writing in an email address on bills, rebate cards and renewal of subscriptions is all you need to give to make your list grow. When you use this method, ensure that you email all new subscribers as soon as you can. Chances will be that much time has elapsed since they mailed the form, and it’s advisable to keep your brand fresh in their minds and go on with the dialogue.

Email sign-up boxes

When you place a clear and conspicuous form on your website, you will be able to facilitate email sign-ups for your website visitors. This form of acquisition is not only effective but quite simple to implement. Also, there a few important things one should keep in mind when using this tactic:

  • Maintain the appearance and feel of all website sign-up boxes clean and consistent as this will make them more reputable, easy to find and familiar to your audience.
  • Secondly, try and place sign-up boxes either as part of the top banner or immediately below. A majority of test results have shown that the ones located near the top of the website perform better as compared to those found at the footer area.
  • Additionally, couple your sign-up boxes with a clear description of what they have to gain. Inform your customers of exactly what they should expect when signing up, and market the benefits of being on the email list. This can be as simple as promoting the general pros of the channel. Let your subscribers know that they will be able to receive information and offers faster, and that it’s also eco-friendly.

Account registration and online e-commerce forms

Registration of sites is the most common as well as effective way of acquisition of marketers. A research revealed that seventy percent of marketers regard site registration effective when it comes to both quality and quantity. Be sure to incorporate email sign-up into all account registration and e-commerce forms on your website. For one to effectively do this, follow these:

  • The incentive for registration is clear and relevant to your targeted audience
  • The benefits of registration for your email program are listed clearly
  • Geographic as well as demographic information is collected for segmentation
  • The call to action is prominently displayed

 

 

Word of mouth

For subscribers who have been on your list for a long time, a small discount, or incentive, will make them spread the word. Marketers need to take advantage of word-of-mouth marketing by incorporating email sign-up on viral components. Some of these components are features that allow site visitors to forward products, services, wish lists, online information and other notifications to their friends.

This tactic is effective for new sign-ups and sweepstake entries because such subscribers are always eager to spread the word to family and friends. Take advantage of enthusiasm and utilize the timing by providing an opportunity for referral immediately after a user has opted in.

It’s advisable to ask the referrer not only for a friend’s email address, but also for a name so that the message can be personalized. Moreover, do not forget to add the referee’s full name to the email as well. When you reference whom the email was recommended by, you will have instant credibility and your conversion rates will skyrocket.

Customer requests and downloads

When those who visit your website ask for online price quotes, catalogs or company information, make sure to ask for their email addresses. This list-growth practice is mostly effective for business-to-business marketers, catalogers and other businesses that may lack e-commerce websites. You need to save any new documentation as a PDF for download. Always require that individuals enter their names and email addresses for them to access it.

The value of information that you offer is directly proportional to the amount of personal data your customers are willing to provide, so as to make a fair trade-off. A highly anticipated white paper or report can garner a high number of new email subscribers who are openly expressing interest in your brand, so don’t waste this opportunity.

Point of sale

For retail stores, asking customers for their email addresses at the POS is a proven method. To put this method into action, it is important for your associates to:

  • Request customers for their email addresses
  • Explain to your customers the benefits of your email program
  • Let your customers know exactly what to expect in terms of email frequency and content
  • Read through the email address so as to verify correct spelling and minimize the risk of error

Lastly, training of employees and in-store signage promotion of your program can adequately support this effort.

Send a welcome email offering a free gift with any purchase

For you to encourage your customers to give out their email addresses, think about offering a free product with their next buy. An email can be sent to confirm the email address and you can include a free offer coupon. This will validate the email address and will encourage the customers to shop once more.

Call-center representatives

You need to know that customers are highly receptive when on customer service calls. You will have their full attention and you need to use it to your advantage by requesting email addresses. You will be shocked at how many of them will comply. Furthermore, if your customer representatives are writing their own emails to follow up with customers, make sure that they put a link to an email sign-up from in their email signatures.

 

 

 

 


 

Conclusion

Legal requirements for email marketing in selected countries

 

Australia

The Australian Spam Act 2003 is enforced by the Australian Communications and Media Authority. The act defines the terms unsolicited electronic messages, how unsubscribe functions must work for commercial messages and other key information.

Canada

The Canada anti-spam law was effected in July 1, 2014. It requires an explicit or implicit opt-in from users, and the maximum fines for non-compliance are one million dollars for individuals and ten for businesses.

European Union

In the year 2002, the European Union introduced the Directive on Privacy and Electronic Communications. Article 13 of the directive prohibits the use of personal email addresses for purposes of marketing. This directive establishes the opt-in regime, where emails that are unsolicited may be sent only with prior agreement of the recipient; however, this does not apply to business email addresses.

United States

The CAN-SPAM Act of 2003 was passed by congress as a direct response because of the growing number of complaints about spam emails. Congress directed that those who send commercial emails should not mislead recipients over the source or content, and that all those who receive them have a right to decline them. Furthermore, the act authorizes a 16,000 dollar penalty per violation for spamming each individual recipient.

However, this act does not ban spam emailing outright, but imposes laws on using deceptive methods of marketing through false or misleading headlines. Additionally, there are conditions which email marketers have to meet in terms of their format, content and labelling. To show compliance with the Act’s regulation of commercial email, services also need users to authenticate their return address and include a valid physical address, provide a one-click unsubscribe feature and prohibit importing lists of purchased addresses that may not have given valid permission.

Quick tips for email marketing in small businesses

  • Avoid experimenting with the sender field

A name that can be easily recognized in the sender field is a very good thing. Your sender field needs to be consistent and make it simple for whoever reads it to see who sent it. This is because this is the first thing that readers look at when deciding whether to open an email or not.

  • Have a killer subject line

The second thing is to sway the reader’s attention to your subject line. Try and be enticing, appeal to your readers’ fears, needs, likes and ambitions. Additionally, be short and snappy.

  • Talk to your reader

Whether your email is being sent to 5 people or 5,000, write for an audience of one. Build a mental image of your model reader. Be vivid and talk to them directly, just as you would if you were talking to them in person.

  • Be personal

If you know the name of your reader, use Constant Contact’s email marketing software to automatically include it in your emails. You can also use it in the main message of your email to keep the reader engaged. But don’t overdo it. Jamming your reader’s name into every sentence may sound a bit creepy. The aim is to sound natural.

  • Offer value

Chances are that your reader doesn’t care about that new member of staff you are so keen to announce. What they do want is the answer to a problem. Ultimately, that’s what every reader wants. When you provide value, your emails get read.

  • Make it snappy

The average person’s inbox is something of a battlefield. They want to keep the number of unread emails under control, which isn’t easy when they receive dozens of emails daily. Now, your reader has given you permission to be in their inbox. Honor that by respecting their time and keeping your content snappy. If it takes longer than a minute or two to absorb the message, it might be time for rethink.

  • Make the links and call to action obvious

You want your reader to click through to an article? Then make sure the buttons or hyperlinks standout, and put your main call to action near the top. Don’t expect your reader to do the guesswork.

  • Segment your list of subscribers

The more targeted your message, the better you can expect your results to be. That means you need to gather as much information and insight about your subscribers as possible. Let’s say you run a high street fashion store and are offering a half-price weekend in one of your branches. You want your subscribers who live near that branch to know about the offer, but it’s a pretty useless message for anyone that doesn’t live near the store in question. List segmentation lets you target the people that matter, with a message that matters.

  • Ensure that your email is mobile optimized

Around two-thirds of email is opened on a smartphone or tablet. If your email design doesn’t look great and function flawlessly on mobile devices, you could be alienating more than 60% of your audience.

 

  • Test without tiring

Do your links go to the right page? Does the design look as it should in all of the most popular email clients? Do your images match your content? Run multiple tests – and send multiple test emails – before you go for the big launch.

  • Split test

Sometimes the slightest tweak to a send title, layout, body copy message or call to action can make a big difference to the effectiveness of your campaign. Split-testing is when you send slightly different versions of the same email to a sample of your subscribers. In Constant Contact it’s simple to compare the results, and then you can send the best performing version to the rest of your subscribers. It’s an easy way to squeeze every last drop from your campaign.

Email marketing doesn’t need to be tricky, and it remains one of the best possible marketing techniques for reaching out to your audience.

Email marketing is an area all businesses should invest time and energy. Even the smallest of businesses needs to be focused on growing their email list from the moment the website goes live. Your subscribers are your leads; they are your past and potential customers.

Email marketing gives you the opportunity to sell, educate, build brand awareness and loyalty. It’s possible to create multiple lists of subscribers for targeted marketing opportunities.

t performing version to the rest of your subscribers. It’s an easy way to squeeze every last drop from your campaign.

Email marketing doesn’t need to be tricky, and it remains one of the best possible marketing techniques for reaching out to your audience.

Email marketing is an area all businesses should invest time and energy. Even the smallest of businesses needs to be focused on growing their email list from the moment the website goes live. Your subscribers are your leads; they are your past and potential customers.

Email marketing gives you the opportunity to sell, educate, build brand awareness and loyalty. It’s possible to create multiple lists of subscribers for targeted marketing opportunities.