Email Marketing Course

Part Three: Email Marketing Course

Email marketing course is a part of Digital Marketing course offered by Brett De Hoedt from Digital Savvy. Here, we will cover various topics as listed below:

1. Why email is still king
   Don’t believe the hype – email marketing still gets better results than social media for the vast majority of enterprises. If you have not established a grown-up email marketing plan for your business you are negligent. We challenge you to shut down your social media until you get this right.
   

   This little guy delivers billions of emails daily. Costs bananas.

2. Choosing email marketing technology
   Stop using Outlook to send your emails. There are sophisticated options including MailChimp and its many competitors. Such products help you create your template, store and build your database, create and send messages and then monitor the results. The best email marketing options give you the ability to segment your audiences and integrate with your website so people can subscribe themselves automatically.
3. Designing gorgeous templates
   In email marketing, as in life, looking good is an advantage. An attractive template increases the chances of people taking the time to look at it. The format of your template must suit its purpose. Are you sending an invitation to an event or something more significant and text heavy? The right template helps you better present your message.
4. Creating and building databases
   Email marketers must be obsessed with building their databases. The best email marketers have specific tactics to build their database aggressively. The best databases can be segmented so you can send specific messages to specific audiences and thus get greater impact while leaving irrelevant audiences unbothered. We recommend specific tactics proven to dramatically build your databases.
5. Boosting your open rate
   Too many emails are ignored by recipients. What goes behind whether an email is opened or not? It is a combination of factors – timing, content, credibility, value, frequency. Guess that right and you can dramatically improve the likelihood of having your email opened. Some email marketers have the option of offering recipients a bargain – a sure fire way to guarantee an open. Other email marketers offer opinionated content that sure to create an emotional response in readers. Others serialise content drip feeding valuable information across many emails inspiring people to check in once again.
6. Analysing the statistics
   
   

   The numbers don’t lie.

   Email marketing systems offer users live statistics telling them who has and hasn’t opened their email, which links have and have not been clicked, and how many people passed the email around. These simple statistics can help you build a better email. Unlike Google analytics, email marketing statistics tend to be straightforward and clear in what changes you have to make strangely you might find yourself sitting at your computer tapping refresh on the screen to see how many more people have opened up your next mass email communication.

7. Deciding content and tone
   As with any piece of writing email marketers must strike the right tone can you presume familiarity from your audience or are they new to you? Are they simply there to buy something or are they there because they support a cause? Sometimes words aren’t enough – you need to offer videos, graphs, audio. Knowing what works for your audience ensures greater engagement. Segmentation allows you to talk to a specific audience and strike an appropriate tone.
8. Timing and repetition
   How often should you send your emails? Chances are you are concerned overloading your subscribers. Chances are you are wrong to have this concern. The most powerful the marketers in the world – and is on, airlines, hotels, media outlets bombard us with emails happy to run the risk of overloading us. Email marketers should be proud of what they send and no it is valued by its audience. They should also measure the impact of not communicating with subscribers. Moreover, day of the week and the time of day you send your email will have a massive impact on open rates.
9. Robo emails
   The sophisticated email marketer creates automated emails. They may be emails that are sent on the birthday of the subscriber, the anniversary of their subscription, 21 days after the purchase or a week after they made a donation. These emails can be automatically generated and can yield great results. Other automated emails might be a series of short sharp instructional emails around a topic in which you are an expert the email that is sent to subscribers may be determined by their behaviour towards previous emails. This is 201-level email marketing. Get it right and you can take your business to another level.
   

   Automated Emails

10. Subject boxes
    Subject boxes influence whether your next email will be opened ignored deleted or unsubscribed stop to often email marketers and copywriters play it safe which is a shame because in a world where there has never been more competition for attention a humorous or hard-hitting subject box stands a greater chance peaking interest. Like headline writers in newspapers you need to explain and in tree using humour, guile, wit or sometimes you need to shock people into reading.
11. A / B testing
    Email marketers can easily test what works and don’t work for their audiences by engaging in A / B testing. Put simply, randomly divide your database into two segments – A and B. Then send both groups the same email changing just one element.
    For example, you may send your email out at 9 am Monday to Group A and 9 pm Tuesday to Group B and see if it impacts open rates. Maybe it does, maybe it doesn’t – either way, you’ve learned something. Consider how many small, specific changes you can test – subject box copy, personalised vs unpersonalised greetings, less copy, more copy. The options are endless but they will allow you to develop a more effective email. Sad news though – most people don’t bother with any A / B testing.

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