Page 12 - index
P. 12
BEST PRACTICES & STRATEGIES
Practical tips for
email marketing
beginners
Even email marketing beginners can initially achieve be transported with it as well. Companies that are an
quick results with straightforward measures. And it is important source for industry or market information get
definitely worth to do so, since email marketing is an attention for their news as well.
effective tool for virtually every industry that practices The actual newsletter should be kept as short as possi-
digital marketing, to bring in the highest return on invest- ble, clear and informative. Full text and details should
ment. be linked to the website and an important factor for the
In fact, email marketing is the only digital marketing tool, relevance is being up-to-date. Often, short updates are
with which it is possible to perform a completely individ- more effective than elaborate quarterly published
ualized dialogue along the entire customer lifecycle - "magazine" newsletters.
with each individual user, automated and in real time. 3. Segmentation of communications
Hence, take a look at the practical tips for successful The big opportunity in email marketing is the custom-
email marketing for beginners: ized communication. Unfortunately, however, there is
1. Start with a clear objective often a lack of detailed individual contact data so that it
Email marketing is a powerful tool to improve customer isn’t possible to provide an appropriate communication
relationships, as well as to boost sales and optimize content. In the first step, a simple segmentation can
service processes. However, always start with a clear already be very effective, so that e.g. different types of
objective, which could be, for instance: information can be offered that are available depending
on the region or group of customers. For the most part,
increasing brand awareness; it is sufficient to differentiate the truly decisive charac-
boosting sales; teristics – e.g. between existing customers and con-
supporting after sales activities or partner sales; tacts that are not a customer yet. Small changes in de-
providing information on new products. sign and subject can make all the difference.
4. Mobilize the users
Initially, you shouldn’t have too much on the agenda
and three specific objectives are actually a good start. Reach alone is not enough. Active users, who read and
respond to the newsletter and email, are wanted but
2. Provide real added value they usually don’t come easily on their own. Activating
In email marketing, mainly one thing really counts - rele- elements should therefore be included in the communi-
vance. Although ambitious effort is put into design and cations, such as online checklists, feedback options,
great product news, it is not about what businesses surveys, and downloads. This will definitely help to in-
want to communicate, but what the users are interested crease activity and engage the user. After all, clicks
in: What knowledge is available about the customers? and reading habits can be trained.
What are their expectations? 5. Generate opt-ins at all touchpoints
In B2B, for instance, current market information, stud- A sufficiently large distribution list for the newsletter is
ies, industry news or tips for using existing products are the essential basis for all actions in email marketing
usually more exciting than the very own new products, and have to have a top place on your agenda.
new customers or press releases. While interest in tech-
nical information is spread, marketing information can Websites, social media, print materials and brochures,
12 Asian eMarketing November 2014 - Cross-, Multi-, Omni-Channel & Everywhere Commerce
Practical tips for
email marketing
beginners
Even email marketing beginners can initially achieve be transported with it as well. Companies that are an
quick results with straightforward measures. And it is important source for industry or market information get
definitely worth to do so, since email marketing is an attention for their news as well.
effective tool for virtually every industry that practices The actual newsletter should be kept as short as possi-
digital marketing, to bring in the highest return on invest- ble, clear and informative. Full text and details should
ment. be linked to the website and an important factor for the
In fact, email marketing is the only digital marketing tool, relevance is being up-to-date. Often, short updates are
with which it is possible to perform a completely individ- more effective than elaborate quarterly published
ualized dialogue along the entire customer lifecycle - "magazine" newsletters.
with each individual user, automated and in real time. 3. Segmentation of communications
Hence, take a look at the practical tips for successful The big opportunity in email marketing is the custom-
email marketing for beginners: ized communication. Unfortunately, however, there is
1. Start with a clear objective often a lack of detailed individual contact data so that it
Email marketing is a powerful tool to improve customer isn’t possible to provide an appropriate communication
relationships, as well as to boost sales and optimize content. In the first step, a simple segmentation can
service processes. However, always start with a clear already be very effective, so that e.g. different types of
objective, which could be, for instance: information can be offered that are available depending
on the region or group of customers. For the most part,
increasing brand awareness; it is sufficient to differentiate the truly decisive charac-
boosting sales; teristics – e.g. between existing customers and con-
supporting after sales activities or partner sales; tacts that are not a customer yet. Small changes in de-
providing information on new products. sign and subject can make all the difference.
4. Mobilize the users
Initially, you shouldn’t have too much on the agenda
and three specific objectives are actually a good start. Reach alone is not enough. Active users, who read and
respond to the newsletter and email, are wanted but
2. Provide real added value they usually don’t come easily on their own. Activating
In email marketing, mainly one thing really counts - rele- elements should therefore be included in the communi-
vance. Although ambitious effort is put into design and cations, such as online checklists, feedback options,
great product news, it is not about what businesses surveys, and downloads. This will definitely help to in-
want to communicate, but what the users are interested crease activity and engage the user. After all, clicks
in: What knowledge is available about the customers? and reading habits can be trained.
What are their expectations? 5. Generate opt-ins at all touchpoints
In B2B, for instance, current market information, stud- A sufficiently large distribution list for the newsletter is
ies, industry news or tips for using existing products are the essential basis for all actions in email marketing
usually more exciting than the very own new products, and have to have a top place on your agenda.
new customers or press releases. While interest in tech-
nical information is spread, marketing information can Websites, social media, print materials and brochures,
12 Asian eMarketing November 2014 - Cross-, Multi-, Omni-Channel & Everywhere Commerce
