In this video you will learn how you can add email into your marketing strategy. Email is still a powerful tool for connecting with your audience. Social media strategist Megan Adams shares the different ways email can compliment your marketing strategies and what makes up an effective email marketing initiative.
- [Voiceover] Some say that email is dead, but that's very far from the truth. Email is still a very effective tool for marketers. The key is to send emails people actually want to read. We don't all hate email, we just hate email that we don't want to read, and are not interested in, and with the average person receiving 121 emails a day, cutting through that noise and delivering value to your audience can be tricky. If you can develop an email marketing strategy that works for you and your customers. It's a win win situation. We're in the age of permission marketing.
Where the most effective marketers have their prospects and audience opt into hearing from them. This means that you don't have to interrupt your audience to communicate with them. Instead you have their full attention. Some other benefits is that email marketing has a high return on investment. It doesn't require the need for high advertising and production costs. It's also a really efficient way to stay connected with your customers since you're meeting them where they're already at, their inbox. Email can compliment any marketing strategy and I want to highlight some ways you can integrate it into yours.
Your first step to adding email to your marketing strategy, is determining your why. Becoming very clear on what your business goals are for your email marketing will help integrate it into your marketing strategy. Are your goals to increase conversions on your website. Perhaps to reward customer loyalty, or maybe to grow brand recognition. Just make sure your goals have a clear return on investment so that you can track their performance. An example of this would be a B2B software company wanting to help communicate the value of their software to prospects.
So they could create an email strategy that provides a white paper addressing all these pane points. They would create an opt in on their website, and offer free download of the white paper that communicates all the value they provide. Once your goals are identified, the next step is determining where it fits into your existing marketing strategy. Have a look at your communication strategy and take an audit of it. So that means you look at things like, how does your business communicate already with its existing customers? Is it over the phone, through an email newsletter, customer order emails after they purchased a product online, or maybe a Facebook page.
And how does your business communicate with prospects? Through your blog, co-calling, or maybe your website. This will help you see where the gaps are and these are the opportunities where you can add email into the mix. Let's take a look at Amazon. This is a great example. Think back to how many order confirmation emails you've received from them. Often times there's an order confirmation, a notification it has been shipped, and on. This is an integral part of the Amazon email strategy and these emails are considered trigger emails.
They're triggered based off an action someone takes on their website and in Amazon it's based off of someone purchasing a product. With this example, I want you to see that not all marketing emails have to be in a newsletter format or trying to sell someone on your product or service. Once you're clear on your why and how, the next step to adding email to your mix is determining your what. What type of content will you be sending? This is considered your content strategy. Access to your audiences email's a privilege and one to not take lightly.
So insure that everything you send has value to them. That's really critical in adding email to your marketing mix. Answer questions like, what can I send my audience that would add value to their lives, and also, what are they already used to hearing from me? The nuts and bolts of the content strategy will come after you're able to address how you can best serve your audience with email content you'll already send them. Adding email to your marketing is worth the time and effort. It's a great way to connect with your audience. Whether that be prospects or customers, and the clearer you are on your why, how, and what, the more effective your email campaigns will be.
- Name the five email platforms and describe their different characteristics.
- Analyze the different types of data retrieved from email to create targeted campaigns.
- Use segmentation to offer promotions based on location or behavior patterns.
- Review data collected during A/B testing to maximize engagement.
- Apply effective strategies to create a welcoming, attention-grabbing subject line.
- Explain the difference between hard and soft bounces.
- Integrate social media by adding quick access buttons to emails.
- List the three email components that spam filters inspect.
Skill Level Intermediate
Q: This course was updated on 04/19/2018. What changed?
A: The following topics were updated: email marketing terms and rules, list management and maintenance, and campaign timing and frequency.