why email marketing is critical october 2013

Why Email Marketing is

CRITICAL Andrew Lloyd Gordon

Digital Marketing Trainer, Speaker & Coach

Email Marketing is powerful...It has high response rates

Is quick to turnaround

You get rapid feedback

It’s low cost

Just remember to follow...

CRITICAL

Creative

Relevance

Integration

Timing

Incentive

Copy

Attributes

Landing page

CRITICAL

CREATIVEUse a modern, attractive design

Use lots of whitespace

Stay close to your brand

Use a design that is both...

Relevant

Clear

Concise

Informative

Different

Exciting

Memorable

Creativity Practicality

Modern email templates look great...

Use good, strong images...

Of course, images don’t always display...

22

So, combine images & text together...

Tables of colour

Logo as Text

Text, not images

Text Personalisation

Lost images, but so what?

Use photos of real people...

They outperform stock photos by 95%Source: Marketing Experiments

No images? It’s still clear what to do...

RELEVANCEPeople want relevant messages from you

Have strong, simple Data Capture systems

Be obsessed about the quality of your data

Segment your database carefully...

Prospects vs Clients

Best Customers

Acquisition Channel

Most Recent Purchased

Follow-up Campaigns

Most Recent Visited

Demographics

Interest Based

Open & CTR Rates

Non-Opens & Inactives

INTEGRATIONLook at your Customer Journeys

See where Email Marketing could play a part

Use Email Automation wherever possible

Integrate email with

other marketing

Day OneEmail 1

Day TwoTelesales & supporting email

Day SevenEmail 3

Day 12Direct Mail

Day 14Email 4

TIMINGDon’t assume you’re sending at the right time

Experiment with different send times

Try sending on different days of the week too

INCENTIVEGive people a good reason to subscribe

They don’t want more e-news or newsletters

They want useful, valuable information that will help them

COPYThey will scan read your emails so...

Use headlines, sub-headings, bullet points, highlighted words, short sentences, short paragraphs and simple language

ATTRIBUTESAvoid the spam filters by...

Having clean data

Sending relevant, targeted emails without ‘spammy text ’

An easy unsubscribe

LANDING PAGEDesign unique landing pages for email campaigns

Or send them to the most relevant page on your site

Do not drop them on the Home Page!

Need help with Email Marketing?

Please get in touch...

Andrew Lloyd GordonDigital Marketing Trainer, Speak & Coach

You can find me online at:

www.andrewlloydgordon.co.uk

https://twitter.com/AndyLloydGordon

http://www.linkedin.com/in/andrewlloydgordon