Digital Marketing Course
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- Live Class
Email Marketing is accepted as one of the most popular ways to reach, engage and convert customers. With over 50% of emails being opened on mobile devices, it is essential to learn how to leverage email marketing effectively for mobile.
This webinar focuses on the following:
Simply put, email marketing is a cost-effective way to reach customers in a place they visit the most – their inbox. McKinsey 2014 states that email is nearly 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers, while DMA 2013 states that 66% of consumers have made a purchase as a result of an email marketing message. According to a 2014 Constant Contact survey, businesses that use multiple channels in conjunction with email reported more customer engagement (73 percent), more new customers (57%), more website traffic (54%) & more revenue (40%).
Email marketing is unique because it enables the following:
Build your email database
The first and foremost important rule in creating your email database is to not use harvested email IDs or third party databases, as most of such databases are usually outdated and sold to several other buyers. People generally open emails from known sources, while the others are trashed or marked as spam. Such ‘spamming’ activity can also lead to a violation of the CAN-Spam Act which can attract huge fines. The best way to get people to actually read what you share is to ask the contacts for permission to be added to your email list. When you clearly specify that users will be signed up to receive email communications from you, you will find lesser but actual followers looking forward to your content.
Here are some ways to build your email database:
Once you add your customer database to your mailing list, be sure to communicate with them about updates, news & other useful information on regular intervals, and be judicious in emailing inactive accounts.
The next step after creating your email database is to get a hold of a good email marketing platform. Popular platforms for small businesses include MailChimp, Constant Contact, Zoho & VerticalResponse , that enable you to do the following tasks:
All Email Platforms offer a wide variety of templates which can be used as-is or customized according to your needs. The elements of these templates include images, copy, logo, headers, social media icons etc. You can also build your own email through the drag/drop/edit features of the WYSIWYG (What You See Is What You Get) editor of your platform. Here are some examples of templates:
Email is a very crowded medium where attractive visuals are a sure-fire means to grab the user’s attention. Therefore it is important to choose the right source for the best images. Here are some of the sources:
Some of the best practices for email visuals include the following:
The average email is reportedly read for only 51 seconds, and most users “scan”, not read the email. So, keep the following points in mind while creating content for your emails:
Savvy email marketers use editorial calendars effectively. They help you plan, coordinate and operate email marketing smoothly across product/service launches, seasonal sales (for e.g. holiday season, New Years, Diwali etc.), planned promotions etc. You can download an email calendar template here – http://blog.mailup.com/wp-content/uploads/Editorial-Calendar-Template-2015-MailUp.docx
Once your email template is ready with the proper content, A/B testing of your email campaign allows you to test different versions of a single campaign to determine which changes have a big impact on your results. Here’s how to set up your A/B test:
Based on the results, you can note key content winning points that work with your audience, and incorporate them in your future email campaigns.
As with all things digital, you must conduct tests regularly to see what works and keep measuring the results on regular intervals.
Q1. Will sending the same email frequently work or not?
Not to the same target audience. However, we could send a variation of same email to a set of users who haven’t opened the email.
Q2. How to do template optimization for different mobile devices?
Most templates nowadays are mobile responsive, and you can test the same for different device screen sizes while creating your campaigns on platforms like MailChimp and HubSpot. In case there are some optimization constraints, they can be simply rectified using some basic HTML coding.
Q3. How to build an effective email list?
You can build an effective and responsive email list by selecting authentic contact information of those who opted in for receiving your emails.
Q4. Do you offer any courses on this?
Yes, you can opt for Edureka’s Mobile Marketing course, which will include a module on email marketing among other modules.
Q5. Can you recommend a cost-effective email marketing platform for startups?
There are several options like MailChimp, Zoho etc. shown in the PPT which have low-cost starter packs.
Q6. How to create A/B testing for an email?
Platforms like MailChimp and HubSpot have inbuilt options to conduct A/B testing using different variations that can be easily setup.
You can check out the webinar PPT below:
Got a question for us? Mention them in the comments section and we will get back to you.