Click here to load reader
Upload
3sixty-interactive
View
265
Download
0
Embed Size (px)
DESCRIPTION
Email marketing is a very powerful tool for any business. This is one digital channel that makes sense for almost every industry. This is still the best way to communication with past customers and potential customers.
Citation preview
EMAIL MARKETING
Why Use Email Marketing?
Email marketing is one of the most
powerful marketing tools available for
communicating and developing
relationships. But, email marketing can
only be that powerful when it’s done
well.
Email marketing provides useful
opportunities that other digital marketing
platforms do not have. This paper will
guide through the best practices for
email campaigns so that you can get
the most out of your email marketing.
Segmenting Your List
One example of a unique email
marketing opportunity is the ability to
specifically target different customers
based on their buying persona and their
stage in the buy cycle. You can do this
by segmenting your list and writing to each
segment.
This starts with the email list, if you buy or rent a
list of emails, you will need to take a few steps to
segment the customers into their personas and
buying cycle stage.
First, you will need to track what each customer
is interested in, this will tell you what they buying
persona is; competitive, methodical, humanistic
or spontaneous.
Once they are segmented that way, you can
segment each persona into the stages of the
buying cycle; awareness, consideration,
purchase. You can do this by tracking their
website movements as well.
If you already have collected a list of email
contacts through your website, you will want to
track which key words brought them to the
website, that will lead you to their buying persona
and stage in the buying cycle.
Once your email list is segmented, you can
specifically target each group based on their
persona and buy cycle stage. This will allow you
to personalize the emails and get better results
from you email campaign.
You will not be driving potential customers away
by offering coupons when they are not ready to
buy, or suggesting items after they have
already made a purchase. At the same
time, you will be able to convert more
customers by offering them value for
their specific stage and persona.
It is important to speak to the customer
in their persona language, for example
competitive personas will want to hear
about what your business can do for
them, while humanistic personas will be
more interested in who you are and the
history of your company.
Writing Your Email Content
Writing the content for your email
marketing campaign is very important in
order to get customers to open and
read the email.
The tactic for a successful email is to
always be selling the next step. The
subject should be enticing enough to
get the reader to open the email instead of
deleting it. Once that is accomplished, the first
paragraph should keep them interested enough
to read the second paragraph, and so on.
Lastly, a clear and obvious call to action should
be there. This can take the user to a landing page
offering free shipping, discounts, new products, a
free trial, etc. The landing page is also very
important in email marketing.
Landing Pages
Landing pages are a great tool for conversion, by
taking customers from your email to a landing
page, you offer them the opportunity to finish
their task right there instead of navigating your
entire site on their own.
The most important thing to remember when
creating a landing page is that it should be laser-
focused, and only ask the user to do one thing.
There should only be one call to action, and it
should be blatantly obvious to the user.
If you have multiple goals, you should create
multiple campaigns, and not try to achieve all
goals in a single campaign. For example if you
want customers ‘like’ your business on
Facebook, you create an email campaign asking
contacts to visit your Facebook page. If you
would also like your contacts to use a coupon for
free shipping, you should create a
separate email campaign.
Landing pages are an excellent tool for
converting traffic, if you use them
correctly. When creating a landing page,
keep in mind that it needs to be relevant,
offer value to the visitor and have a clear
call to action.
Email Marketing Campaigns
Due to the unique customizability of
email marketing, it is a very important
part of any business’s marketing
campaign. Now that you know how to
segment your list and write you email
content, you have to create an email
marketing campaign.
The first step to creating a campaign is
choosing your goal. This will turn into
your call to action. You should choose a
goal that is beneficial to your company,
like getting more people to ‘like’ your
Facebook page. Or getting business
contact to connect with you on Linkedin.
Once you have a goal, you need decide
what you can offer your contacts that is
valuable to them. This will vary based on
the buyer’s persona and their stage in the buying
cycle. So, for example, with Facebook you can
offer exclusive coupon codes to your fans, or
offer to keep them updated on new inventory and
specials.
The next step is to write the content for the email
and the landing page, you will need to tweak
each segment’s email to fit their persona and
stage in the buying cycle.
The last step is to send the email out to the
various segmented lists. You can then record
conversion rates with your landing page.
About 3Sixty Interactive
3Sixty Interactive is a professional agency with
over ten years of experience in the digital world.
They offer a variety of digital marketing solutions
that include search engine optimization, digital
advertising, email marketing, social media,
customized strategy reports, analytics and
maintenance of your marketing plan.
Learn more about 3Sixty Interactive at www.
3sixtyinteractive.com or by calling us at
1-877-43Sixty.