The biggest mistake email marketers make is assuming all customers are the same. Some recipients may be familiar with your brand and your products or services, while others not only may not be aware of what makes you unique, but also what your core offering is. Customizing your message to a specific audience based on where they are in their customer journey should be the first step in planning out your customer contact schedule. In this video Mike talks about the different phases of the customer journey from an email marketing perspective and gives a short outline of a sample contact overview.
- [Voiceover] Hansel and Petal has thousands,…if not tens of thousands,…of emails they've accumulated…through various marketing efforts.…They're ready to ramp up their email marketing program,…but there is just one question on their mind.…Should marketing emails be sent to everyone?…After all,…the more eyes on an ad, the better, right?…Wrong.…There are three main customer types…and each of these customer types…requires a different approach when it comes to email.…First off, net new customers.…These are people whose emails you have received…in a non-direct way.…Perhaps a friend at another flower shop…gave you their client list to help get you going.…
Perhaps it's a list of customers…who responded to another company you owned.…Acquired users have shown some sort of interest,…signing up for a newsletter…or giving you their email address…in return for a coupon code.…Retained users are those users…who have actually made a purchase,…or some sort of similar investment with your company.…So, who should you email to?…What about net new users?…
Optimization strategist Michael Duquet helps you take your newsletters and eblasts and refine them into targeted, revenue-generating emails that your customers actually want to read. He walks you through choosing the best tool for your company, defining your micro and macro goals, and creating a believable sender persona. Then, he goes deep into segmenting: creating granular lists based on demographics (such as geolocation, gender, income, or industry) and behaviors (such as purchases, emails read, or clicks). He also reviews the best practices for mobile emails, including eye flow and the role of images and video. Finally, he shows how to perfect your engagement with tips on writing effective subject lines, placing your calls to action, and sending emails at the right time.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Setting up email for the best screen resolution
- Getting the right email marketing tools
- Defining the customer contact journey
- Sending onboarding emails
- Researching emails
- Segmenting emails
- Building your persona
- Optimizing emails for mobile viewing
- Optimizing the subject line
- Sending email at the right time