Over the last couple of years I have fallen in and out of love with email marketing. By the way I am currently back in love with email marketing because it is my No. 1 most effective marketing tool.
On one hand we are being bombarded with crap email and that creates a lot noise that sometimes inhibits the great emails getting through to the end users. On the other hand I have seen some great emails that tick all my boxes. The objective of all great email campaigns is to realise revenue for the sender. I am assuming that everybody has access to an ESP (Email Service Provider) like Mailchimp, Constant Contact, Pardot etc.
With that in mind I have come up with my 5 email marketing commandments:
#1 Gain Permission
Wether you have a Opt-in form on your website, app sign up, email enquiry form etc there are lots of ways to get that valuable email. I find a check box to opt in to marketing emails works the best. If the person is already a customer then you a legally allowed to send that person email marketing pertaining to your products. As a side note always make the statement that you never pass emails on to third parties.
Segmentation is the basis of all marketing. Depending on your objectives for your campaign you might segment on the basis of gender, age, location, profession, industry type, previous spend or activity rate. The more you focus down the better you can tailor the content to get the customer to respond to your CTA’s (call to action) or links.
#3 Personalise the Approach
Dear Darragh, nothing makes me happier when I see a well designed email that has my name in the first line in the body as a salutation. Its obvious you have my details so do something well with them. I also like to see ‘Darragh, you exclusive offer awaits’ type subjects. But dont make a crapper offer I have already ignored previously…wow me. Also make sure the sender’s email address is a persons name and not an info@ or sales@ etc. People want to open emails from other people.
Also time of day is worth considering. It has to be a good time for your reader. B2B = Tuesday to Thursday 8.30 – 5pm. Friday opens are down around 8% due to people being out of office. B2C = 5.30pm – 8pm.
#4 Create Relevant Content
This is the hard part of email marketing and marketing in general. You have an interested or semi-interested prospect how do you keep them interested. Its by sending them content they actually want not crappy content that you think they want. There are several ways to come with great content. Be creative! Talk to your customers, sales guys, service people and get to the issues that people want to talk about. Offers, promotions etc are great but you have to limit these in order not to dilute your branding efforts.
The format of the email is important. Whats your open rate for mobile, desktop, tablet etc. Tailor your email to these or all platforms. Apple iphones account for approximately 50% of opens in B2C.
#5 Report & Manage Data
CTR’s, unique opens, unsubscribe rates these are the important ones to focus on. The industry stand for an Open rate is 15-20%. Can you link back purchases to your email campaigns? The last part of the reporting and managing data is to take off hard bounces off your email database. This will improve the quality of your data and in turn increase your KPI’s.
Have fun with email.
Keep the faith.