Of all the options
available in the marketing world today, why choose email marketing? What
benefits does it present and what are the fundamentals to keep in mind while
creating a marketing plan for email? Here are some of the basics:
Objective
A clear objective will make an effective email campaign. Define your goal earlier on: is it drive traffic to your site, announce a new launch or build loyalty? Tailor your email content to your objective and give a clear call-to-action.
A clear objective will make an effective email campaign. Define your goal earlier on: is it drive traffic to your site, announce a new launch or build loyalty? Tailor your email content to your objective and give a clear call-to-action.
Open rate
Open rate refers to the number of emails that are opened as a percentage of the number of emails sent. A good subject line can lead to a higher open rate. Experiment with symbols to attract attention. Also make sure the first few words capture the essence of the email as only 4 or so words of the subject line are visible on mobile.
Open rate refers to the number of emails that are opened as a percentage of the number of emails sent. A good subject line can lead to a higher open rate. Experiment with symbols to attract attention. Also make sure the first few words capture the essence of the email as only 4 or so words of the subject line are visible on mobile.
Click-through rate
Click-through rate refers to the number of people who visit your website through links in your email. A good click through rate is the result of a clean database, relevant content and clear call-to-action buttons. Try out a combination of attractive images and attractive discounts to increase your click through rate. Emphasise the objective of your email and make it relevant to your audience.
Click-through rate refers to the number of people who visit your website through links in your email. A good click through rate is the result of a clean database, relevant content and clear call-to-action buttons. Try out a combination of attractive images and attractive discounts to increase your click through rate. Emphasise the objective of your email and make it relevant to your audience.
Format
There are essentially two types of emails you can send out: HTML emails and text emails. HTML emails include graphics, colours and tables. Text emails are purely text based. You should experiment with both email formats to see which one gives you higher returns. Not all formats are compatible with mobile devices. So if you have a larger mobile user base, it’s safer to stick to text emails.
There are essentially two types of emails you can send out: HTML emails and text emails. HTML emails include graphics, colours and tables. Text emails are purely text based. You should experiment with both email formats to see which one gives you higher returns. Not all formats are compatible with mobile devices. So if you have a larger mobile user base, it’s safer to stick to text emails.
Deliverability
Email deliverability refers to the number of emails delivered to the inbox. Every batch of emails will have some junk IDs and unknown addresses. Make sure you have a good number of “clean” email IDs. Defunct email IDs are of no use and increase your potential to be flagged as spam. Also, your reports won’t be accurate. So make it a habit to regularly clean your email database.
Email deliverability refers to the number of emails delivered to the inbox. Every batch of emails will have some junk IDs and unknown addresses. Make sure you have a good number of “clean” email IDs. Defunct email IDs are of no use and increase your potential to be flagged as spam. Also, your reports won’t be accurate. So make it a habit to regularly clean your email database.
Keeping the basics in mind, let’s explore the
benefits of email marketing over other more traditional forms of marketing:
Personalization
Email marketing is a way of speaking directly to your consumer. Print campaigns, TV and radio advertising reach out to a mass audience and follow a "one-size-fits-all" format; whereas you can reach out a large number of people in a personalised manner through email. Use the readers’ first names, talk about trending products in their city and include recommendations based on the users’ past purchases. There are endless ways to make the email experience highly personalised.
Email marketing is a way of speaking directly to your consumer. Print campaigns, TV and radio advertising reach out to a mass audience and follow a "one-size-fits-all" format; whereas you can reach out a large number of people in a personalised manner through email. Use the readers’ first names, talk about trending products in their city and include recommendations based on the users’ past purchases. There are endless ways to make the email experience highly personalised.
Reduced Time &
Effort
Email Marketing is not
as time consuming as other forms of marketing. An email campaign from planning
to execution takes less than a day. It can be accomplished by a single person with
the right tools. Using email templates can save even more time, giving you the opportunity
to reach out to a large number of readers in a short span of time.
Real-Time
Messaging
Because of the reduced time and effort involved
in email marketing, you can send timely messages, related to real-time events.
For example, a flash sale can be announced through email rather than print or
TV. There need not be a long gap between campaign development and
implementation when it comes to email marketing. You can even send personalized
messages to customers on their birthdays or anniversaries.
More Frequent Communication
Emails are a great way
to keep the conversation going. Since they don’t take long to execute, emails
can be sent more frequently as compared to flyers or print catalogs. You can
send them weekly offers and launch announcements. Mailing regularly
reminds your readers of your presence but avoid sending more than one email
with the same communication. At least once a month and at the most thrice a
week is a good strategy to start with.
The benefits of Email
Marketing are numerous and its relevance in today’s world of marketing is only
increasing.
