Email Marketing

#RPSback2basics

Know Thy Customer

Marketing Channels

Email Marketing

Define the Receiver: before you want to even

think about what you are sending out or which platform

you are using, you need to understand your

receiver. We are going back to “Knowing Thy

Customer”.

Define the Need: Once you know who

you are serving, then we need to focus on how you

are serving. What need are your filling

in your customer’s lives? Are you

easing a pain? What are your customers

struggling or frustrated with?

If you can answer these questions, you have established the

foundation for an email campaign content that your readers will value.

Define the Action: Ok, we have talked about the customer enough, what do you need them to do for

you?

Understand the purpose this

client will serve your business in both the short term and long term,

and define your call to action so that

you have something to measure to know this campaign is working.

Lets Play Pretend: We know who we are reaching

and what we need them to do, so we are ready to start crafting our

content. Before we start writing I want to you to pretend to

be your customer.

Where are they when they check email? What device

are they using? What other kinds of email are they getting?

Do you have a clear picture of the chaos they are living in?

Good!

Content and Tracking: Now we can talk about

what is actually going in the email. I hope you you did not think this was going to get easier!

The ultimate goal of each individual email

should always be evident and

communicated throughout the

email. That goal should always be

expressed through the established tone

that you’ve created for your

brand. Lastly, include links that will help you to track what

readers are doing once the email is open. Are they

reading it long enough to read deeper? Links determine that

answer.

When are they Ready? Another factor to consider

when you’re creating your strategy is timing. There are better

and worse

times of the day to get people to engage with your email. Whatever

platform you use should provide you with the results of

this after some trial and error testing.

We will go through the technical jargon like Opens,

Bounces, Clicks, Shares and more. We talk about list

building strategies and other built in features that are

pretty cool.

Today we are going to focus on the

SENDER. We’re going to dive into the different platforms

and how to choose between platforms like mailchimp and

constant contact and Emma.

So, how do we approach tracking? We start

by covering the top six measurements that really matter.

Technical Jargon

Opens - Open rate is a measure of how many

people on an email list view an email campaign.

Clicks - measures the effectiveness of an email

campaign based on the number of users that clicked on a specific link in the email.

Shares - Recipients have the option to share with

friends by forwarding the email or social sharing.

What we Want More of:

More Technical Jargon

What we Want Less of:

Bounces - when an email message cannot be

delivered to an email address.

Unsubscribes - individuals who cancel a

subscription to an electronic mailing list or online service

Marked as Spam - When recipients mark

emails they do not remember opting in for, or did not opt in for

as spam.

Having different email lists is important because

often times you have multiple types of customers. Creating

lists will help you customize content while

keeping different groups in mind.

● List Management● Multiple Lists● List Growth

Strategy

Lists

Features are fun because they are designed to make you look better without requiring much more effort on your part. This

includes things like sign up forms, branding capabilities, and social sharing features to help create a consistency across the board for all of the different platforms you engage on.

Features

You need to know what worked, what didn’t, and how to adjust your strategy to ensure you will always be

improving.

This is made possible by the analytics provided by the platform used to send out a campaign.

Tracking

Email Marketing is a marathon, not a sprint. The pace of a successful email

marketing campaign is slow and steady, because it goes back to earning your readers trust.

It’s a Process.