EMAIL MARKETING ROADMAP - · PDF file EMAIL MARKETING ROADMAP 9 Making your email stand out in...

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Transcript of EMAIL MARKETING ROADMAP - · PDF file EMAIL MARKETING ROADMAP 9 Making your email stand out in...

  • E M A I L M A R K E T I N G R O A D M A P

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    rerouted for 2018

    Email marketing is a powerful vehicle for delivering personalized messages directly to your target

    audience. In 2018, you might think that Instagram, Snapchat or some other new platform would steal

    the spotlight, but for those of us in the marketing world, email remains king. Email continues to be the

    most important channel any business can use to continually get their name in front of past and present

    clients. In fact, it should be a primary piece of your marketing plan now and in the future.

    So, what is your marketing plan? As a business owner, you wear a lot of hats. Unless you’re turning

    away customers, one of those hats includes spending time and energy on a marketing strategy to

    grow your business.

    In this guide, we’ll cover the basics of email marketing and why it’s one of the most cost-effective, high

    return-on-investment channels to positively impact your bottom line.

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    Hitting the Road. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

    7 Benefits of Email Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

    SECTION ONE: Best Practices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

    The elements of an effective email. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

    5-Step Checklist to Writing Good Content. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

    Design best practices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

    The nitty-gritty: creating a consistent schedule and when you should send. . . . . . . . . . . . . . . . . . . . . 15

    How to build an email list. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

    Why you should take advantage of email automation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

    SECTION TWO: Turns to Avoid. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

    Don’t spam. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

    Words, phrases and other things to avoid. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

    Why you shouldn’t send email “blasts”. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

    SECTION THREE: The Next Leg: Building Relationships, Improving Your Bottom Line. . . . . . . . . . . . . 26

    How to build relationships using email marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

    How to use email to increase customer retention. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

    How to use email for referrals. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

    The Destination. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

    what’s on the route?

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    hitting the road

    what is email marketing?

    In many ways, email marketing is an online form of direct marketing – a way of reaching many

    current, past, and potential customers at once. Rather than sending letters, catalogs or flyers, these

    communications are sent to inboxes.

    The primary advantage of email over direct mail is that you can track and measure your success. You can

    see how many of your emails were delivered and opened, if links were clicked and if anyone took action,

    such as buying or referring a friend.

    types of email marketing

    The format and approach you take with your email marketing could vary depending on your audience,

    industry, and goals. Here are some of the more common types of email marketing:

    product or catalog: These emails focus on specific products/services or a suite of them.

    newsletters: Sent on a consistent schedule, newsletters can cover many areas. Emails for

    OutboundEngine customers follow the newsletter format, and they contain helpful, industry-adjacent

    information. They’re meant to keep you top of mind with your customers.

    campaigns: This could include sales or time-sensitive information. Political campaigns and nonprofits

    use these often for fundraising, voting and other events, like galas or industry parties, that run for

    specific periods of time (even if those deadlines are self-created).

    nurturing: These are regular emails that are sent to prospects pre-sale. Typically sent more frequently

    than other types of emails, they encourage a prospect to take steps to eventually become your customer.

    transactional: These are usually automated and include emails that confirm purchases, provide

    reminders for renewals or ask customers to update a method of payment.

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    how is email marketing valuable?

    Email marketing is one of the most cost-effective, high ROI channels you can capitalize on. Consider

    that 91 percent of US email users check their inbox at least daily. That’s approximately 294 million

    people, which shows that email has a huge potential to help your bottom line. Here are a few additional

    stats to show the real value of email marketing.

    Email ranked as the No. 1 channel for ROI out of nine marketing channels, beating out SEO, content

    marketing, paid search, and direct marketing.

    – ECONSULTANCY “EMAIL MARKETING INDUSTRY CENSUS 2017”

    Email marketing averages an ROI of $44 for every $1 spent.

    – CAMPAIGNMONITOR

    On average, companies attribute 22 percent of their total sales to email marketing.

    – ECONSULTANCY

    89 percent of marketers say that email serves as their primary channel of lead generation

    – MAILIGEN

    Email is the preferred source of communication for 74 percent of consumers.

    – SENDGRID

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    https://content.adestra.com/hubfs/2017_Reports_and_eGuides/2017-Email-Marketing-Industry-Census.pdf http://www.webpresencesolutions.net/email-marketing-statistics-2017/ https://content.adestra.com/hubfs/2017_Reports_and_eGuides/2017-Email-Marketing-Industry-Census.pdf http://www.mailigen.com/blog/infographic-segmented-emails-is-what-the-future-holds/ https://go.sendgrid.com/The_Future_of_Digital_Communication.html

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    What advantages does email offer compared to other forms of marketing? With even a small budget,

    email marketing can help you focus on your target audience, find new customers and retain them. You

    can also test messages, measure your results, and adjust as necessary -- work that is more challenging

    to do with other forms of marketing.

    reach the right audience

    The biggest advantage of email marketing may be that it allows you to communicate with your target

    audience right where they are. People are liable to ignore billboards, throw away direct mail flyers, and

    turn the page without even glancing at newspaper ads. (And does anyone do anything other than recycle

    the Yellow Pages?) These same people are more likely to pay attention to a creative and effective email

    and eventually to end up becoming customers.

    tracking the success metrics

    As a business owner, it’s helpful to know what you’re doing right and what needs to improve. By tracking

    metrics like email opens and clicks, you can make the necessary adjustments to improve your products

    and services. With email marketing software, it becomes easy to gather such data by tracking open and

    click-through rates and conversions. It’s much harder, and often impossible, to track a direct mail piece.

    word of mouth

    Word of mouth remains one the most powerfully effective marketing tools, and email marketing puts that

    tool at your disposal. Recipients can forward emails to their friends and families, especially when it’s

    worth their while and strong calls to action are used.

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    7 BENEFITS OF EMAIL MARKETING

    CONTINUED ON NEX T PAGE. . .

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    a low-cost effort

    Email marketing is one of the most affordable marketing tools and also often takes less time than

    printed pieces. (No paper, no mailing time!)

    personaliz