Is a form of direct digital marketing which uses electronic mail as its communication method. This type of marketing is used in numerous ways by organisations in order to improve brand and customer loyalty, which overall leads to the acquiring and converting of customers, as well as company advertisements, and promotional campaigns and offers.
Myths of email marketing
When discussing e-mail marketing we think of spam emails, and how this form of communication is actually hurting businesses, and why click-through rates have decreased over time. However this is not always the case and we can be mislead by the false statements and myths of marketing, which in theory could lead to companies missing out on valuable strategies. Due to this I will be looking into the top ten myths behind e-mail marketing.
A high number of branded emails get sent to users daily…. This statement is not true, figures indicate that on average 60% of users receive less than six emails from different brands a day.
Your email will be sent to your spam folder by users… This is not always the case, data shows that less than one out of 2000 subscribers will mark a branded email as spam.
The more email’s you send, the more they will ignore you… This myth is dependent on the subject title of your email, and how appealing the content of said email is, as opposed to depending on the amount of them. However if you wanted to reduce the amount of people who unsubscribe, then include an option which lowers the number of emails they will receive, or you could even add categories, then this way people can have the option to subscribe to a few of them if they wish to do so.
Short emails with creative design, much better… In the context of Digital Marketing then yes, less is more, however you should make sure that you include enough relevant information to give your subscribers the information they are looking for. It is not wise to send a call-to-action email, or just images. Some people prefer emails which are plain text, so it is wise to have both options.
Short topics will get you better results… An extremely short email will not say much about the content of your message, and it is likely that users will not open it – it is better to be explanatory.
Open Emails are dependable metric… This is not true, this is because every time a user has images which are blocked for emails they won’t count as an open email despite whether the user has read it or not.
How to create the best emails
1.Make easy registering to your e-mail list- Make the subscription form part on your website by making it part of your website’s design. It should be located on the top fold of the page for attention and optimal visibility. Make sure you only ask the basics and essentials questions. You can always ask for more information later, for example when they order something from your website . Also, do not forget to mention the safety, people need to know what you are going to do with them details and it is safe to give it to you.
2. Have a call to action-When you send an e-mail you want the receiver to take san action. You should decide on what type of conversions you are looking for. The most ideal number of call to actions is 1-3.
3. Make use of two types of essential buttons.
Social buttons. They are useful to share content and thus facilitate the diffusion of information. They are also used on websites so that people can click on them and access the social media page of said websites. From here people can view their profiles and learn more information about the person or company.
4. Forget the bar Lateral.- According to the study of SpiceWorks, mail which is sent without the bar lateral has a 4% higher CTR that the rest. However if you find yourself having to use one, make sure you input it to the left.
5. Have a fantastic overall design and layout- For readability is essential a good layout. Not only the content of your e-mail is important it also valuable the way it looks and appeals to the reader. Your click-through will improve with personalized e-mails. You should add images and create a great subject line. The subject title is the most important because this and the receiver is all the reader can see before opening the e-mail, a good subject line has to contain between 6 and 10 words.
6. Work on retargeting your audience.-pay particular attention to those who open your emails or perform specific actions after receiving them. To these most loyal visitors we will send them future emails with information on their choices, and we will do this by the technique of workflows.
7.What to do, or where to look if you do not receive the email- One of your emails within the campaign should explain to your users what to do or where to look if they do not receive said email. In many cases it is simply that the newsletter was located in a different folder, most likely ´Junk´, as opposed to the Ínbox´.
8.Learn spam rules. People send spam because they didn’t know any better. You’re allowed to send bulk email only to people who specifically asked to be on your mailing list. Include an unsubscribe link in every email, and don’t forget to remind subscribers how they got on your list in the first place. You should read up on the CAN-SPAM act .
The most professional and successful strategy
Here is a strategy that all marketers use when conducting email marketing, it is shown to give very positive results through the creation of workflows and big data.
First you have to consider how to get subscriptions inside your strategy
Advice- Offering a discount coupon or attractive downloadable content to your audience will help attract subscribers. You can use a software to announce your promotion, which will allow for your users to download the discount, coupon or special content in exchange for their subscription. It is important that you don´t forget to promote on social networks, as opposed to solely your blog.
By taking advantage of this strategy, the number of subscribers will increase considerably because of this email marketing tool. With this tool you choose a chain of emails or workflow. You will start by thanking those who have subscribed, and from there they can download a coupon or special gift. Furthermore, the use of segmentation is used to build your chain emails, and help schedule them to be sent to those who have taken action with previous email.
Make sure you check out the metrics every week to see the progress of your campaign. The tools in which you have chosen will give you this information. It is also important not to forget to watch the following:
– Total sales from email marketing campaign. Use Google Analytics for it.
– The Conversion Ratio
– The Click Rate
– The rate -Open Rate
– Rate of cancellations of subscriptions
– Bounce rate
– Traffic directed to the web.
If you need inspiration, CampaignMonitor offer you a compilation with the best emailing campaigns of 2014 – www.campaignmonitor.com/guides/best-email-marketing-campaigns/