The Email Marketing Workshop

Email should be an integral part of almost everyone’s Digital Marketing Strategy. It is still one of the most effective channels for communicating with new and existing customers but, like most things, it has to be done properly or the results can be a disaster.

 

What can email be used for?

  • Acquisition – Find and acquire new customers
  • Retention – Once you’ve found them, use regular emails to keep them on board
  • Reactivation – If a customer becomes dormant, wake them up with a carefully planned email sequence
  • Traffic – Generate traffic to your website with links on emails
  • Engagement – Strike up a two-way flow of communications, keep them interested
  • Referrals – Grow your list by rewarding those who refer you to friends/colleagues
  • Branding  – Raise awareness of your brand with regular communications
  • Direct Sales – Put an irresistible offer right in front of their noses – some will buy, others won’t.

The Four Essential Elements of Email

Your Contact List

“It’s All About The List”

There’s many a marketer who will tell you that their single most valuable marketing resource is their list of contacts. This can include prospective customers, existing customers, old customers who haven’t purchased recently as well as those who make regular purchases.

Segmentation makes all the difference

You don’t want to send an introductory offer to a contact who is a regular buyer, email messages need to be sent to those who are most likely to respond – remember that most people will soon get fed up if they receive too many emails which are not relevant to them. Segmentation enables you to split your list into groups according to various markers or tags.

These tags can sometimes be applied by your CRM or sales system. If you can isolate everyone who has purchased a particular product it is much easier to target them with appropriate offers in the future. Tagging can also be used to flag the source of the contact, e.g. responded to an ad or erplied to an earlier email.

In many cases, this kind of activity can automatically trigger a subsequent email, or a sequence of emails – see the section on “autoresponders”.

Email Analytics

There is no point in sending emails if you don’t monitor the results and make adjustments when necessary.

Great Content

A Limited Opportunity

People decide whether or not to open an email very quickly, often just based on the content of the subject line or who the sender is. Make sure that you maximise your chances of your email being opened and read.

See our guide – Writing great email content for more help and advice.

 

Email Management System

There are many email sending and management systems available. Some of the more popular ones are Mailchimp, Aweber and Infusionsoft.

The Three Types of Email

Administrative Emails

Email has many roles in today’s business and not all of them are marketing related. Emails can, for example, be used for  accounting or administration purposes as well. There’s always the opportunity however to combine the two and use an admin email to deliver a marketing message as well – how about letting customers know about your latest special offer when you send them their monthly invoice by email?

Types of transactional and administrative emails include: delivery notifications, customer support emails, email response to questions and many more – make sure that you use these to present a marketing message as well as dealing with the primary matter.

Try to regard email as a means of moving people on – a prospect becomes a new customer, a new customer becomes a regular customer, a regular customer can become an evangelist for your product or service by spreading the word about you on social Media and elsewhere.

Relational Emails

These emails build on the relationship that you have with the contact, strengthening the trust that they are gradually developing with you as a supplier.

  • Examples of relational emails are:
  • New customer welcome email
  • Newsletter or Blog Articles
  • Surveys and reviews
  • Webinar invitations and confirmations
  • Competitions and quizzes
  • Requests for referrals

Remember to give as well as take – ho about a monthly competition with a small prize, free to enter, just to keep customers interested and feeling that you are not always trying to sell them something. Why not offer them a free entry into a prize draw if the “like” your page on Facebook!

Promotional Emails

This is where you can advise customers and prospects about:

  • Special offers and free trials
  • Promotions
  • New product releases
  • Special events

Of course, promotional emails will also, often, serve as relational emails too – building on your existing relationship with the contact and making it stronger.

Email Marketing Resources

101 Best Email Subject Lines

101bestemail-01-300x190The subject line of an email is the biggest single factor affecting the decision to open it or not.
These examples of subject lines that will be opened more often can easily be adapted for most types of business and will drive up your open rates and conversions.
This guide, created by the ultra-smart marketers of Digital Marketer in the USA can be downloaded free by all Pitstop Pass holders.

Get This Free Guide

101 Best Email Subject Lines

3_part_email_coverThe subject line of an email is the biggest single factor affecting the decision to open it or not.
These examples of subject lines that will be opened more often can easily be adapted for most types of business and will drive up your open rates and conversions.
This guide, created by the ultra-smart marketers of Digital Marketer in the USA can be downloaded free by all Pitstop Pass holders.

Get This Free Guide

If you want to take your understanding of Email Marketing to a higher level you will find this Digital Marketer Masterclass invaluable. Created by some of the world’s smartest email marketers, this course is the most effective way to turbo-charge your email marketing with step-by-step tuition and lots of examples.

When you successfully complete the course you’ll have the opportunity to gain a worthwhile accreditation to help you to show the world that you know your email marketing stuff!