Successful

Email
Marketing

BBA 304 DIGITAL MARKETING 12/31/2019

 * E-mail
* E-mail Marketing.
* Traditional’ vs. Electronic Mail.
* Key measures for e-mail marketing.
* Benefits of Email
* Benefits of Email Marketing.
* Email Marketing Strategy
* Email Marketing Best Practices.
* Takeaways
* Review

BBA 304 DIGITAL MARKETING 12/31/2019

 *Em
4

ail
[ˈiːmeɪl]
- noun

“Messages distributed byelectronic

meansfrom one computer user to one or
more recipients via a network.”

Email or E-mail?
“E-mail” used to be the rule because e-mail is a short form of “electronic mail.” In 2011, the
Associated Press removed the hyphen from its Stylebook.
BBA 304 DIGITAL MARKETING 12/31/2019
 * Email marketing is the act of sending a commercial
message, typically to a group of people, using email. In its
broadest sense, every email sent to a potential or
current customer could be considered email marketing. It
usually involves using email to send advertisements, request
business, or solicit sales or donations, and is meant to
build loyalty, trust, or brand awareness. Marketing emails
can be sent to a purchased lead list or a current customer
database

BBA 304 DIGITAL MARKETING 12/31/2019

 ‘Traditional’ vs. Electronic Mail
5

Composing

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 *‘Traditional’ vs. Electronic 6

Composing Mail
Sending

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 *‘Traditional’ vs. Electronic 7

Composing Mail
Sending

Transport

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 *‘Traditional’ vs. Electronic 8

Composing Mail
Sending

Transport Fetching

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 • Delivery rate(non-bounce rate)- e-mails will bounce
if the email address is no longer valid option or a
spam filter blocks the email. So, online marketers
check their ‘deliverability’ to make sure their
messages are not identified as false positives’ by
spam prevention software.
• Open rate- This is measured for HTML messages
through downloaded images. It is an indication as to
how many customers open an e-mail,but is not
accurate since some users have preview panes in their
email readers which load the message even if it is
deleted without reading.

BBA 304 DIGITAL MARKETING 12/31/2019

 • Clickthrough or click rate- This is the
number of people who click through on the
e-mail of those delivered (strictly unique
clicks rather than total clicks). One can see
that response rates are quite high at
around 10%.

BBA 304 DIGITAL MARKETING 12/31/2019

 *Benefits of Email 9

• Convenience
• Speed
• Attachments
• Accessibility
• Cost

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 10

* Email
Marketing

BBA 304 DIGITAL MARKETING 12/31/2019

 *Benefits of Email 11

Marketing
Emailmarketing is cheaper compared to mainstream
marketing channels. There are no
Low Cost print or postagecosts and no fees paid in exchange
for exposure on acertain billboard, magazineor
television channel.

BBA 304 DIGITAL MARKETING 12/31/2019

 *Benefits of Email 12

Marketing
Low Cost

What other marketing platform lets you instantly send a

messageto thousands of people across the world? Sure,
Global social mediacanhelp you spread the word amongst a
global
audience - but there's no telling who's actually
reading your content.

BBA 304 DIGITAL MARKETING 12/31/2019

 *Benefits of Email 13

Marketing
Low Cost

Global

Emailmarketing doesn't necessarily require a hugeteam

or reamsof technical nous in order to be successful. It's
Easy to Create certainly possible to jazz up an email campaignwith fancy
templates, videos, imagesand logos. Yet, someof the
most successful campaignsutilize simple plain text
emails, suggesting that it's the content of an email that is
the most important thing.

BBA 304 DIGITAL MARKETING 12/31/2019

 *Benefits of Email 14

Marketing
Low Cost

Global

Easy to Create

Another keybenefit of email marketing is that it's

easyto seewhere you're going wrong. Most email
Easy to Track marketing software will allow you to track open, click-
through and conversion rates, makingit simple to spot
how acampaigncanbe improved. These changescanbe
madealmost immediately too, whereas print or
broadcast advertising requires quite abit of effort to alter.

BBA 304 DIGITAL MARKETING 12/31/2019

 *Benefits of Email 15

Marketing
Low Cost

Global

Easy to Create

Easy to Track
Subscribers canforward brilliant deals and offers to their
friends at the click of abutton. There aren't manyother
types of marketing that can be shared aseasily asthis.
Easy to Share Before you know it, subscribers could becomebrand
evangelists; focused on introducing your businessto a
new market.

BBA 304 DIGITAL MARKETING 12/31/2019

 *Benefits of Email 16

Marketing
Most marketing professionals would happily pay to
ensure they were only spending money
Segmentation targeting those who were interested in their brand.
Emailmarketers cangoone step further though, byonly
sendingemails to subscribers who meet certain criteria.
Studies haveshown that marketers who usethis tactic
often boast improved engagementrates asa result.

BBA 304 DIGITAL MARKETING 12/31/2019

 *Benefits of Email 17

Marketing
Segmentation
Emailmarketing is one of the only channels that
consumers askto receive. The majority of businesses
Targeting utilizing the platform only send messagesto those who
havesigned up to receive them. This canallow for much
higher conversion rates asabusinessis only targeting
those who already havean interest in their brand. It is, of
course, possible to send unsolicited email marketing
messages,but this is only likely to annoy consumers and
result in a damagedbrand image.

BBA 304 DIGITAL MARKETING 12/31/2019

 *Benefits of Email 18

Marketing
Segmentation

Targeting
Emailmarketing is great for taking advantageof impulse
buying. There aren't manyother marketing platforms
Calls to Action which allow customers to gofrom witnessing an offer to
purchasingan item within two clicks of abutton. With a
tempting call to action and alink straight to the checkout,
email newsletters candrive saleslike no other channel.

BBA 304 DIGITAL MARKETING 12/31/2019

 *Benefits of Email 19

Marketing
Segmentation

Targeting

Calls to Action

Ability to send multiple versions of emails, find which

ones are the most effective, and replicate those methods
Easy to Test in future emails.

BBA 304 DIGITAL MARKETING 12/31/2019

 *Benefits of Email 20

Marketing
Segmentation

Targeting

Calls to Action In the business world, results are arguably all that
matters. With this in mind, the main reason that most
businesses invest in email marketing is the fantastic return
on investment. For every
Easy to Test $1spent on email marketing, $44.25 is the average
return on investment. Anumber of sources have
suggestedthat this is better than anyother platform.

ROI
Perhaps it's time for your business to start
taking this marketing platform more seriously...

BBA 304 DIGITAL MARKETING 12/31/2019

 *Email Marketing Strategy 42

Set
Goals

Analyz Develop
e Channels
Results

Build Create
Audience Content
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 43

Email Marketing Strategy

*1
Set Goals
• Build Brand Awareness
• Organically Grow Followers
• Generate Leads
• Deepen Customer Relationships
• Blog or Website Views
• Referrals
• Confirm Subscription

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 44

Email Marketing Strategy

*2
Develop Channels
• Get an Email Address
• Set up Sender Name
• Add Email Signature
• Create Static Imagery
• Header, Footer, etc.

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 45

Email Marketing Strategy

*4
Build Audience
• Build a GOOD customer contact list
• Advertising
• Affiliates
• Speaking
• Guest Blogging
• Segment Customer Lists
•Age, gender, product purchased, location,
etc.
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 46

Email Marketing Strategy

*3
Create Content
• Create a Campaign
• Choose a ListtoTarget
• Design, Write, and Personalize Your Message
• Proof Your Message
• Send Your Message

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 47

Email Marketing Strategy

*5
Analyze Results
• Process any Opt-Out Requests
• Update Contact Records for all Bounces
• Monitor Click-Through-Rate (CTRs)
• Watch Sharing Rates
• Record Conversion Rates
• Note Open Rates
• Follow Up

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 *Email Marketing Strategy 48

Achieved Through: Visibility and Engagement

Awareness What To Do

Interest Develop
Channels

Desire
Sender Name Static Graphics
Email Signature
Action
Cross-Promote
Advocacy
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 49

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 *Email Marketing Strategy 50

Achieved Through: Community Engagement

Awareness What To Do
Call-to-Action

Interest Create Optimized Visuals

Content Relevant & Useful

Desire

Action Build
Audience

Advocacy
BBA 304 DIGITAL MARKETING 12/31/2019
 *Email Marketing Strategy 51

* Awareness
Achieved Through: Landing Pages

What To Do
* Interest Call-to-Action
Create Optimized Visuals
*Desire Action Content Relevant & Useful

*Advocacy

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 52

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 *Email Marketing Strategy 53

Achieved Through: Multiple Strategies

Awareness What To Do
SELL, SELL, SELL!!!
Interest Use multiple venues to create interest
in your products…

Desire

Action
Advocacy
…until your LEAD becomes your CUSTOMER!
BBA 304 DIGITAL MARKETING 12/31/2019
 *Email Marketing Strategy 54

Achieved Through: Repeat Visibility and Engagement

Awareness What To Do

Interest Analyze
Results

Desire

Action
Advocacy
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 55

*
Best Practices

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 *Best Practices 56

• Use the Double Opt-In Method

BBA 304 DIGITAL MARKETING 12/31/2019

 *Best Practices 57

• Use the Double Opt-In Method

• Make your reader want to open the email

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 *Best Pre-Header
58

Practices
• Use the Double Opt-In Method
Header

Brittany,
• Make your reader want to open the email
• Keep the design in mind
• Compelling Headlines
• Relevant and Useful Content
• Eye-Catching Graphics
Content
• Clear Call-to-Action
• Contact Information
• Legal Jargon
• Optimize for Mobile!

Footer

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 *Going Mobile 59

BBA 304 DIGITAL MARKETING 12/31/2019

 *Going Mobile 60

* Mobile Optimized
Needs more
optimization* Short Subject
* Line
Too much text at
the top *Large text is easy
to read

*Main message
Low contrast
make font hard
in
to read preview pane

Call to action* Single Column

gets lost

* Buttons front and

center

BBA 304 DIGITAL MARKETING 12/31/2019

 *Best Practices 61

• Use the Double Opt-In Method Brittany,

• Make your reader want to open the email
• Keep the design in mind
• Compelling Headlines
• Relevant and Useful Content
• Eye-Catching Graphics
• Clear Call-to-Action
• Contact Information
• Legal Jargon
• Personalize

BBA 304 DIGITAL MARKETING 12/31/2019

 *Best Practices 62

• Use the Double Opt-In Method Brittany,

• Make your reader want to open the email
• Keep the design in mind
• Compelling Headlines
• Relevant and Useful Content
• Eye-Catching Graphics
• Clear Call-to-Action
• Contact Information
• Legal Jargon
• Personalize
• Avoid Spammy Content

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 *Best Practices 63

• Use the Double Opt-In Method Brittany,

• Make your reader want to open the email
• Keep the design in mind
• Compelling Headlines
• Relevant and Useful Content
• Eye-Catching Graphics
• Clear Call-to-Action
• Contact Information
• Legal Jargon
• Personalize
• Avoid Spammy Content
• Do A/B Testing

BBA 304 DIGITAL MARKETING 12/31/2019

 *Best Practices 64

• Use the Double Opt-In Method Brittany,

• Make your reader want to open the email
• Keep the design in mind
• Compelling Headlines
• Relevant and Useful Content
• Eye-Catching Graphics
• Clear Call-to-Action
• Contact Information
• Legal Jargon
• Personalize
• Avoid Spammy Content
• Do A/B Testing
• Wake up your Sleepers

BBA 304 DIGITAL MARKETING 12/31/2019

 *Best Practices 65

• Use the Double Opt-In Method Brittany,

• Make your reader want to open the email
• Keep the design in mind
• Compelling Headlines
• Relevant and Useful Content
• Eye-Catching Graphics
• Clear Call-to-Action
• Contact Information
• Legal Jargon
• Personalize
• Avoid Spammy Content
• Do A/B Testing
• Wake up your Sleepers
• Cross-Promote

BBA 304 DIGITAL MARKETING 12/31/2019

 *Takeaways 69

•Email is the same as traditional

mail, but in a different arena.
• Email marketing saves you time
and money.
•Email marketing is more
effective than most other
marketing channels.
• Segment your customer lists.
•Create relevant and useful
content for your readers.
•Email is the central tool to cross-
promoting your campaigns.

BBA 304 DIGITAL MARKETING 12/31/2019

 *Review 70

• Definition of email marketing

• How email works
•Benefits of email marketing to
your business
• How to develop an email
marketing strategy
•How your email marketing
strategy plays into your sales
funnel
• Best Practices
• Resources

BBA 304 DIGITAL MARKETING 12/31/2019