Download - Why Email marketing is CRITICAL October 2013
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Why Email Marketing is
CRITICAL Andrew Lloyd Gordon
Digital Marketing Trainer, Speaker & Coach
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Email Marketing is powerful...It has high response rates
Is quick to turnaround
You get rapid feedback
It’s low cost
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Just remember to follow...
CRITICAL
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Creative
Relevance
Integration
Timing
Incentive
Copy
Attributes
Landing page
CRITICAL
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CREATIVEUse a modern, attractive design
Use lots of whitespace
Stay close to your brand
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Use a design that is both...
Relevant
Clear
Concise
Informative
Different
Exciting
Memorable
Creativity Practicality
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Modern email templates look great...
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Use good, strong images...
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Of course, images don’t always display...
22
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So, combine images & text together...
Tables of colour
Logo as Text
Text, not images
Text Personalisation
Lost images, but so what?
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Use photos of real people...
They outperform stock photos by 95%Source: Marketing Experiments
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No images? It’s still clear what to do...
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RELEVANCEPeople want relevant messages from you
Have strong, simple Data Capture systems
Be obsessed about the quality of your data
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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
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INTEGRATIONLook at your Customer Journeys
See where Email Marketing could play a part
Use Email Automation wherever possible
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Integrate email with
other marketing
Day OneEmail 1
Day TwoTelesales & supporting email
Day SevenEmail 3
Day 12Direct Mail
Day 14Email 4
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TIMINGDon’t assume you’re sending at the right time
Experiment with different send times
Try sending on different days of the week too
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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
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COPYThey will scan read your emails so...
Use headlines, sub-headings, bullet points, highlighted words, short sentences, short paragraphs and simple language
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ATTRIBUTESAvoid the spam filters by...
Having clean data
Sending relevant, targeted emails without ‘spammy text ’
An easy unsubscribe
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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!
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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