Email

Do you need to use email marketing for your business?

Do you need to use email marketing for your business?

The simple answer is yes. With all the exciting developments in digital communications and social media, it is very easy to forget about other channels such as email marketing for your business and the potent communication option it can present.

I don’t believe email marketing is dead.  In fact, as a communication tool, it should still be very much part of the communication strategy for every business.

Just consider some of these key facts when it comes to email marketing:

  1. In 2017 global email users amounted to 3.7 billion users.  By 2022 this figure is expected to rise to 4.3 billion (Statista )
  2. By 2022 it is expected that over 333 billion emails will be sent daily by 2022 (Statista)
  3. Based on research from the DMA in the UK. For every £1.oo spent on email marketing, the average return is £32.28 (DMA)
  4. Email continues to be a key driver for businesses for both retention and acquisition (Emarsys, 2018 )

Why is email marketing for your business still important?

While social media and the many digital channels continue to evolve, you have to remember that building an audience exclusively on these platforms is unwise.

We have seen numerous changes in the various algorithms used by all the social channels, and no doubt there will be more changes that are going to continue to happen, making you work harder to connect with your audience and have your message seen.  Just think of Facebook and the death of organic reach as the perfect example.

Having email addresses that are captured with full GDPR permission in my view is real gold because now you have that personal connection and message opportunity directly and in your power.

Here are some other key reasons why email marketing for your business is important to not overlook:

Keep in contact with your customers and prospects with email marketing for your business

 

1 Keep in contact with your customers and prospects

Believe or not, not every one of your customers or target audience is on social media or use social media for a business context.  I know a number of high-level business professionals who are not on Twitter and only use Facebook for personal interaction with close friends.

These people don’t engage with social content but actively read their emails.  For those people that have subscribed to your blog/newsletter, or they are customers who have given you permission to contact them, email is an excellent way to personalise and send a highly relevant and targeted message just to them.

 

email marketing for your business in a mobile world

 

2 It’s a mobile world

The world today as we know it is fast moving and we are all staying connected as we are on the move by way of our mobile phones. Based on research 59% of email opens occurred on mobile, 15% on desktop and 28% in a webmail client.

So planning an email campaign around the mobile nature of your audience could reap real rewards if executed and designed correctly.

email marketing for your business is measurable

3 Email marketing is measurable

I think this is a key one.  Proving return on investment in any campaign is critical.  You want to know that what you are doing is working or not and then be able to change, fix or reallocate your budget elsewhere.

With social media, this ROI question has at times been a difficult one to answer, but with an email, you can track delivery rates, open rates, bounce rates and using UTM links that are aligned to goals set up in your google analytics you can start to see exactly how your email campaign is performing.

 

email marketing for your business is cost effective

 

4 Email marketing for your business is cost effective

Email is not expensive.  As a small business cost and budgets are important for me. I use the free version of Mail Chimp and this allows me to send 12,000 emails per month to a database of up to 2000 subscribers.  To me, that is super value and even the higher packages are very budget friendly so there is an entry-level price for every business to start email marketing today.

email marketing for your business is great for targeting and personalisation

5 Allows for excellent personalisation and targeting

The effectiveness of any communication is how personal, targeted and relevant the recipient deems the message to be to him or her.  With email marketing for your business not only can you address it to them using their name but depending on how they opted into your list you can tailor the content and messages you email to them.

For example, someone who downloads an FAQ may be looking for some initial answers to questions etc so an email that gives more information, a possible link to demo etc might be more relevant to them based on the stage they are at in the buying process.  Whereas someone who requests a quote or downloads a specific product guide may be further down the decision-making process.  Therefore sending them an email that offers a 14-day free trial might the perfect campaign to send to instigate.

From reading this post I hope you feel more convinced that email marketing for your business is definitely a medium you should not ignore and used either on its own or integrated with social media can really drive some serious results for your business.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you if you would like to read some more email marketing tips check out my post here. 

Best Wishes

Phillip, The Curly Marketer

Posted by Phillip Twyford in Email, 0 comments
10 Things To Do For Your Email Marketing Success

10 Things To Do For Your Email Marketing Success

Email Marketing, once the darling of the marketing world, is now seen as a pariah almost. The bringer of spam, and now looking so uncool when compared to Facebook, Twitter or Instagram.  Yet, I would contest that when done right email marketing can be extremely effective at taking your business to the next level.

To support this view, Campaign Monitor did an excellent post listing 70 key facts related to email marketing that I believe will convince all the email doubters to reconsider their opinion of email as a marketing tool.   Here are a couple of my favourites.

Apart from these facts do also consider that based on the excellent report done by The Radicati Group it is estimated that by 2019 there will 2.9 billion worldwide users of email.

OK, so now that we know some serious facts that show that email is still a very relevant and potent tool in your marketing strategy how should you go about planning and implementing an email campaign that will give you the best open rates and responses?

 

The following are 10 tips for email marketing success that I believe will improve your email marketing if it is not currently rewarding your efforts.

 

Planning for Email Marketing

 

10 Things To Do For Your Email Marketing Success

1 Create A Plan

As the saying goes “Fail To Plan, Plan To Fail”. No matter what medium, action, or strategy you want to conduct, you have to create a plan and capture a number of key pieces of information to allow you formulate the best approach to achieve success.

First, who are you targeting?  You must create buyer personas so that you can drill down and have a real picture as to who you want to target and communicate with.

The central core purpose of doing this is to ensure that the email communication you create will have the most interest and relevance for them which increases the chance that your email will be opened.

Secondly, you have to set yourself objectives and goals.  What is the email campaign suppose to achieve?  If you want to generate leads as opposed to raising awareness, the email strategy developed will be very different, so really identifying and agreeing this upfront will be vital.

Thirdly, how much money are you going to allocate to email so that you can budget your spend accordingly, and also ensure the budget allowed does not impede the ability to achieve the objectives set.

To finish off your plan you must detail how you are going to send out your emails, and then measure the effectiveness of your campaign.  You may decide to use an internal system, or look at something like Campaign Monitor, and utilise open rates and clicks on a call to action link to a specific landing page.  Whatever route you decide, ensure you have it clearly defined and thought out before sending any emails.

 

2 Be Relevant

It is vital that you know your target audience and can identify the multiple segments contained within your database.  There is absolutely no point sending out the same email offering and call to actions if they will only appeal to a certain section of your target audience.  Develop tailored personalised messages, offers and call to actions to the different buyer personas you have identified in your planning stage.  By doing this you will increase the chances of your email been opened.

 

3 A Great Subject Line Is The Key

Having a great subject line is what will get your email noticed but using words such as free will only trigger the dreaded spam filter.  Headlines should be targeted, relevant and personalised to the individual and should include your company name.  By doing this, it will help you present a more professional and authentic look to your communication.  Check out this great post by Hubspot to help you craft and excellent email subject line.

 

4 Ensure You Use Good Design

There is no point having great content and a great offer if the design and presentation are not clear, enticing or easy to follow for the reader.  Give your target audience options for both HTML and text-only versions.  Use the top part of your email to give the reader the real value and offer of what you want to communicate.  Keep your copy brief to avoid excessive scrolling and don’t mix and match different fonts and sizes. Personally, I love white space as I feel it really helps a reader see messages more clearly and allows for quick scanning of your message.

Include your logo on the top of your email, and make sure that calls to action are clear and are of a point size to allow for easy clicking.

 

5 Have A Dedicated Landing Page

There is nothing worse than having warmed up your target prospect, they click the call to action link in your email and they are brought to your home page on your website.  For your email campaigns, you must ensure you are designing bespoke landing pages that clearly directs the reader on what you want them to do when they get there.  When your prospect clicks on the call to action link in your email, they should be brought to a specific landing page that mirrors exactly with the email content they have just been interacting with.

All the information should be absolutely relevant based on the content that the reader was sent in the email, and all the key information should be presented in the top.  Make it very easy and clear to your target audience to know what they have to do next now that they have landed.  This can be done by ensuring the call to action buttons and links are prominent and clickable.

Duct Tape Marketing did a great piece on why landing pages are so important so click here to get some more ideas.

 

6 Test

It is very important to do a few trial runs first with your email campaign before sending to prospects.  Use internal teams and a group of trusted sources to pre-critique your email.  Look at how your email is displayed on various browsers from laptop, tablet and mobile.  Is your content activating spam filters or not displaying correctly on certain browsers.

Check that your images are downloading and that all your links, both call to action links to landing pages and unsubscribe links are working.  I would also advise using a free spam checker to run your email through to check to see if any sections of your copy could potentially trigger a filter and commit your email to quarantine.

 

7 Measure

It will be important to know and monitor how your email campaign is performing to ascertain whether you need to iterate and change.  Pay attention to metrics such as delivery rate, open rates and click through from call to action links to a landing page. It is also worth noting that Outlook offers no tracking metrics, so I would recommend not using this for your marketing emails. Using a specialist email marketing provider such as Campaign Monitor who have very good email marketing tools with excellent metrics will allow you track how your emails are doing.

 

8 Keep Testing and Iterating

The beauty about email is that by using metrics you can see what is not working and improve it.  AB Test different headlines, email designs, use of imagery over text-only emails, times of the day and different days of the week.  All these data parameters will offer you invaluable insights to hone your email campaign to be as responsive and as engaging as possible.

 

9 Keep Your Data Clean

This is a must to ensure your long term email marketing success.  If people are unsubscribing it may indicate the information you are sending is not relevant, so it makes practical sense to ensure you are capturing this data.  If you have a high bounce rate it means that those emails are no longer valid so it is a waste of time and effort to keep sending your emails to these addresses.

 

10 Integrate

Email when used on its own can be very effective, but don’t forget to consider an integrated approach with other targeted and relevant media that are communicating the same focussed material to your target audience.  Doing this can have an extremely positive effect on your response rates.

To further help you in your quest for email success see below an excellent infographic from Online Course Report that details some excellent information and insights that you can use to hone your emailing skills.

Email Marketing

 

I hope you enjoy this post and please share with your community.

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Thanks for reading

Phillip (The Curly Marketer)

 

 

Posted by Phillip Twyford in Digital Marketing, Email, Social Media, 2 comments