What’s it all about Benefits to your business  The world of email marketing Making it effective Q & A

“Email marketing is a form of direct marketing which uses email as a means of

communicating commercial messages to an audience. With the purpose of enhancing the

relationship of an organisation with its contacts, email encourages customer loyalty

and repeat business.”

Email allows you to reach customers and keep them coming back. It’s great at;

Retention and relationship marketingMeasuring return on investment Ecommerce integration - proves email can be a vital source of traffic to your site

Reasons why we think it’s a good choice...

1.Cost effective2.Immediate3.Flexible4.Personal

5. Measureable6. Easy to share7. Environmentally friendly8. Proven results

• Fully Managed Agency- Lower time investment- Higher cost

• Self-Service- Higher time investment- Lower cost

Consider

Your brand◦ Does plain text really represent your brand?

Technical capabilities◦ Domestic emails◦ Images◦ Attachments

Reporting

If you can’t measure it, you can’t manage

it!

If you can’t measure it, you can’t manage

it!

To make email effective you need to understand

Rules & regulationsStrategy and planningCreating relevanceDeliverabilityAnalysis of results

Privacy and Electronic Communications Regulations (2003)Anyone receiving your marketing must have

previously  opted in.  The only time opt in is not necessary is when;

- There is already an established relationship - - The products being promoted are of a similar

nature  and - There is a valid and simple way to opt out on

receipt (meaning you must  have a clear and simple “unsubscribe” link)

What do you want to achieve?

Brand awareness?Make sales?Relationship building?Event registration?

Design, content and outcomes

will differ depending on your aims and

objectives

Design, content and outcomes

will differ depending on your aims and

objectives

Essentially it boils down to…

Who you are you sending it to?What do you want to tell them?Why will they be interested?What do you expect them to do as a result?

80% of emails sent daily are spam Use a professional provider Use a recognised from and reply to

address ◦anna@mail-away.co.uk

Be aware of  trigger words and phrases Keep your text to image ratio 60:40

Email reports contain a number of important terms, which explain the results for each campaign. Use these to improve engagement

•Sent•Bounced•Delivered•Opened/Read•Clicks•Unsubscribes

Without data you can’t email anyone Start collecting now, even if you are

not sending◦ Use on and off line opt in methods

Remember the more you ask, the less sign ups you’ll get

Increase customer engagement through using email to join up marketing channels

Capture data through website “sign ups”Integrate with your online shopShare content on social media Broadcast website, blog, video or podcast contentEncourage feedback and interaction

www.mail-away.co.uk/blogtwitter.com/mailaway