Email Marketing (Ep. 06)

Updated: Apr 7, 2021

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Email marketing is a digital marketing channel that promotes your business through email.

It's a method of contacting customers that have already demonstrated an interest in your products or services through subscribing to your mailing list.

What is Email Marketing?

Etiquette for Email Marketing

Strategy for Email Marketing

What Should Your Marketing Emails Contain?

Email Marketing Automation & Software

Email Marketing: Legal

Digital Marketing Podcast

What is Email Marketing

An email marketing strategy can be utilized to focus on business objectives such as: Increasing brand awareness;

Improving customer service; and,

Lead generation.

Email marketing is an essential aspect of your digital marketing strategy. This area of marketing allows you to build on existing interest from your customer by requesting actions from them such as going to your website, following your social media, and keeping up-to-date on announcements of events or promotions. Email marketing also gives your business the opportunity reward your customers for their loyalty through offering benefits such as VIP access to promotions or products, providing discount codes, and also providing information that would be useful for them.

Etiquette for Email Marketing

When thinking about the many emails that drop into your inbox, consider what factors about these emails make you ignore or dismiss them.

Perhaps, they seem generic rather than personalised?

Does your privacy feels invaded by the constant interruptions by the same company?

Do they display a lack of etiquette?

When an email is sent to a customer or client it must communicate and contain value for the customer. This value can seem even more essential compared to your other content types since you are communicating with a specific customer directly in a personal space.

Strategy for Email Marketing

You'll probably be wondering as to the how:

How can we go about building an email marketing strategy and ensuring that it is successful?

Before collecting any data or sending any emails to potential customers or clients, you need to become familiar with regulations laws and policies within your country/state/local region. For example, in the UK it is illegal to buy an email list of customers, and it must be obvious to a customer that they are choosing to opt-in when subscribing to an email list.

To purchase personal data and to deceive customers or clients into receiving email marketing is not only illegal but also considered bad practice and a moral violation of data and privacy. Your emails should always have a clear and evident link for those that which to unsubscribe.

How then do you encourage users to sign up to your marketing emails?

To build up an email list from your website, you can create a pop up encouraging people to register with you, or have a banner across your website to encourage the same.

Social media is a really useful channel for promoting your email content.

It is good practice to offer an incentive, such as a discount code or a free item or download as a reward for signing up to your newsletter or email marketing list. Email marketing is both a give and take process. Your customer is giving their contact details in exchange for the content that you have promised to provide - take this into account when you are designing and creating your content. We recommend that when you create the online form in which the user will enter their email, you may also want to provide tick boxes that ask which communications they would prefer to receive. They may just be interested in promotions rather than general announcements for example.

Once the customer has signed up for your email marketing, it is good practice to then send out an introductory email to confirm their subscription. In this email you can reassure the subscriber that you won't spam their inbox and you should provide reassurance for them about the quality of content they will receive. You can do this through producing high quality content on all your existing channels,

When creating content for your email marketing, don’t be afraid to be detailed as a vague email may not project the value of your marketing to your customers, However, it is best that in the first email to your subscriber that you don’t try to sell to them in this email, it will show a lack of appreciation for their subscription, rather this first email should be is a "thank you" email that will confirm to your customer the promise of high quality relevant content.

Once you have sent the introductory email, your email marketing should be consistent. If you’ve stated they will receive a weekly update or a biweekly update then you need to deliver on this. You need to be consistent and follow up on what you’ve said you will do.

What should your emails contain?

1st TIP: Include Various Media.

Videos can’t be played on a marketing email, but you can use images as well as text. You can also include one image from a video that is hyperlinked so that when the customer clicks on the image it opens up the video in a different window. Depending on the level of personal vs professional tone of your content, you can also include gifs too.