Email marketing - a presentation
Email marketing - when used correctly - is still one of the most effective forms of direct marketing available to businesses small and large - despite the rise of social media, instant messaging and the like. This is not to say it's the best channel for all and everything - other channels now deliver that, especially if immediacy is what you are after. But overall, it's still up there.
This is a presentaiton, so apologies straight up for the layout, which Hot Lemon delivered at an industry event last year. Whilst it is pre-GDPR (which effectively didn't introduce anything new if you already followed best-practice), it is still relevant.
If you want to comment or share your thoughts on this - do please get in touch with us.
Email marketing - An Introduction
Why use Email Marketing
wider potential reach: Facebook – 1.9 billion / Twitter 320 million subscribers – Email: circa 4.5 billion accounts (you need an email account to get a social media account)
more able to deliver message compared to being followed on Social media – 90% of email gets delivered / only 3% of Facebook fans see a post – also permission based marketing means recipients have positively opted in.
average click through rate for email – 3% / Twitter – 0.5% / Facebook – 0.6% (Facebook ads – 0.05%)
most effective ROI of any marketing tool – circa 3800% (DMA UK report) – transactional email 6x more effective than pure marketing / BAU
for many email is the preferred channel for promotional messages – up to 72% (Marketing Sherpa – Email marketing report) – compared to 17% for social media
open platform (not proprietary / not subject to changes in company policy (i.e. Facebook)) Despite lots of new tools and channels – unlikely to be superseded – building an email list will pay off in the years to come.
MySpace – largest social website in the world between 2005 / 2008. Twitter yet to make a profit – still loosing money
What can Email Marketing Be Used for
it’s important to have an effective tool to communicate with the people who matter most to your business. Email gives you the ability to stay top-of-mind and keep people engaged with your business
Email gives you the ability to build credibility with your audience by sharing helpful and informative content (newsletters / info guides) – the “go to” entity
Email gives you the opportunity to capture visitor’s attention and nurture the relationship with helpful and informative content – NOT EVERY VISITOR IS A SALE IMMEDIATELY
convert leads into sales / use an “interested” audience to boost sales at specific times
manage customer relationships / sales processes automatically (side note on transactional / marketing led email (Sony x 8 emails for signing up – transactional based emails 6x more likely to be read)
HOW TO USE EMAIL EFFECTIVELY
always have a marketing objective i.e. Direct sales channel / lead channel for face to face closure / subscription objective – relate to your business and your industry
the email list is the most important aspect
your marketing objectives / creative must be aligned with the lists aspirations – if not won’t work. If your selling Ferraris – make sure your list can afford them
analyse how your list responds to your campaigns – adapt accordingly. Measure opens / click throughs / discount codes / website visits – THEN react and adapt
THE PRACTICALITIES OF EMAIL MARKETING
- Without a relevant list – it isn't worth doing
- Invest time in building a good list:
- Import known contacts / existing customers / associates / networking contacts
- Signup forms on website – don’t expect people to just sign up – give them an incentive (A valuable incentive + simple subscribe opportunities = email list)
- Compelling content
- Order discounts
- Upgraded shipping options
- Associate marketing – use partner business to piggy back inviting people to subscribe
- People assess whether to open an email / interact with an email according to:
- Who it’s from (is it someone they trust / someone they want to hear more about / someone they know delivers value) – which address / name delivers that most in your organisation?
- Why are you sending them an email – what is the reason / offer (is it valid – i.e. not just for the sake of sending something)
- WIIFM – why should they open it – what does the email offer recipient (the value offer) – valuable insights / information / opinion / discounts / special offers
- The only one – personalisation. Email offers unparalleled personalisation opportunities – use name / location / product usage / relationship and the like to personalise the email.
- Or, in other words: SENDER | SUBJECT LINE | PREVIEW TEXT | OFFER | PERSONALISATION
does the email reflect your brand / is it recognisable as coming from your business (consistency)
is it interesting / communicates your objectives / professionally laid out
over 50% of email is opened on a mobile device is your email mobile friendly
- Testing Email is not easy to do right. Different email clients render HTML email completely differently.