How to convince users to take the final step of conversion? How to win-back dormant/inactive users ? How to reduce sales cycle & duration ? How to re-generate interest among prospects ? What to do when our sign ups reduce drastically ? All these are answered through strategic Email Marketing.
SOME KEY STATS: 71% of users prefer to receive PROMOTIONAL CONTENT through Email thereby making EMAIL STRATEGY as THE MARKETING APPROACH with HIGHEST ROI
EMAIL MARKETING: has the potential to significantly grow business by driving more traffic, connect with customers, build long lasting relationship, accelerate sales & provide excellent service
SUCCESS EMAIL MANTRA: is to perform Optimal SEGMENTATION,Exemplary PERSONALIZATION, innovative AUTOMATION, visual EMAIL DESIGN, authentic USER EXPERIENCE, powerful EMAIL VENDOR, integrated PLATFORM to send trusted EMAIL at the most optimal time & day of the week which customers & users are love to receive.
GOALS: Mainly to Cultivate STRONG bonding & relationship with Customer which in turn helps in accomplishing other goals like Grow theBusiness, Sell Product, Retrieve Reviews & Feedback, Acquire New Customers, X-Sell & Up Sell Existing Customers & Increase Product Adoption.
BENEFITS: Strong 1-on-1 Customer Relationship, Highest ROI among all other Marketing Channels, East to start as quite Inexpensive & scalable, Highly Measurable to see real time Open, Clicks, Conversion, Purchases and is Complimentary to all other Marketing activities like Social, Search, Outbound methods, Direct Mail, etc
EMAIL TYPES: Newsletter subscription emails, Blog Post Subscriptions, Events & Webinar Promotions, eCommerce & Transactional Emails, Referral Emails, Re-Targeting Emails, Nurture Emails, Win-Back Emails, Educational , Thought Leadership & various Promotional Emails, Review & Feedback Emails
KEY ELEMENTS OF EMAIL MARKETING: Audience, Segmentation, Personalization , Automation , Integration, Content Distribution, Schedule & Metrics
KEY PROCESSES :
MASTER EMAIL LIST:
Subscribe for newsletter/blogs, Web Form Submissions, Trade show signups, Bought Product, Keeping one Email List, Maintaining it’s health & keeping it clean, Maintaining Bounce Rate, Hard Bounce due to In Valid Email, Soft Bounce because of Rejection from Email providers
Keeping the email list healthy & maintaining it up-to-date is the MAIN reason for email strategy success.
Keep ONE MASTER LIST which will help to maintain Compliance
Re-Engage with People who have not opened emails for a longer period of time
Create targeted email campaigns & possibly win back their business
Keep an active List & don’t let it go Stale
Keep an eye on Bounce Email List – Hard Bounce for Invalid emails and SOFT BOUNCE for rejected by Email Provider
Don’t have large gaps between email campaigns
PERMISSIONS: Legal Compliance, Opt-In during submission, Unsubscribe ability, GDPR for providing ability to search, download & delete when needed
Everyone should have opted in to receive emails. When unsure, create a Email Campaign to get their approval & permissions explicitly
WHITELISTING:
Add to Contact, Avoid Spam Filter, Trustworthy, CTA for adding to contact list
Whitelisting is when Customers add you to their trusted contact list so that it is delivered to Inbox & not moved to promotional folders / spam filters
SEGMENTATION:
Customers, Prospects, Industry Segment, ABM, Nurture & Win Back Groups
Segmentation is the strategy to create specific groups based on interest, need, demographics, buying profile and goals we want to accomplish
The Goal of Segmentation is to have one on one conversation with the users and to provide TOP LEVEL OF SERVICE
Defining the key attributes for segmenting the Customer Base like journey stage they are in, products they have purchased, technology adoption phase they are in , accounts they belong etc
ACTUAL EMAILS
This is the CORE as Without actual email being sent, all strategy is lost
Building a content calendar with what emails to create, what to include in them, whom to send, when to send etc
Choosing the theme of email is the important part
Design of your email is what makes the content really shine
EMAIL DESIGN & TEMPLATES: Layout à Branded theme
TO à LIST , SEGMENT , GROUP OF PEOPLE
FROM à BRAND NAME & EMAIL
SUBJECT à AUTHENTIC & EYE CATCHING SUBJECT à This really excites users to open & take action à Offer for you, 50% off, TCO , 20% ROI in 6 months
BODY à MEAT OF THE EMAIL
HIGH PERFORMING EMAIL
Branded Logo at Top
Large Header to capture attention with Teaser about what they will get
Offer
CLEAR CTA button in email
Subject Line Researcher Tool to increase conversion with keyword or pattern that performed well.
Preview in Desktop , Mobile
Clear Objective
PERSONALIZATION
The content should be highly personalized for the audience based on his interest, need, wants, demographic, psychographic, engagement & intent
AUTOMATION:
Drip Campaigns, Welcome & Nurture Emails, Order & Referral Emails, Integrate CRM & ECommerce
EMAIL VENDORS:
Features & Capabilities, Compliance Support, Reporting & Automation, Optimal Pricing, Integration
OPTIMIZATION & TESTING:
A/B Test, Multivariate Test, Best Time of the Day, Schedul
METRICS:
Increasing sales
Driving Traffic to Website
Overall Open Rate
Overall Click Rate
Metrics from Store # Sales , # High Performing Products , # Cart abandonment
List average for the various type of Campaigns that we have already sent
Industry average for the Email Campaign types
We can develop a strong relationship with our users , increase brand awareness, trust on our company brand , increase pipeline & conversion exponentially
With Innovation, We can develop a WIN-WIN EMAIL MARKETING STRATEGY which our users eagerly wait to receive from us on the schedule to LEARN & GROW TOGETHER !!!!
More in next post !!!
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