As we mentioned in our blog last week – “Driving traffic online you didn’t know that worked”, there is a number to drive traffic online you might not know about or even know where to start. So, each week, we’re going to go over each one and give you some tips on where to get started.
According to our friends at WordStream, 80% of retail professionals indicate that email marketing is their greatest driver of customer and 77% of people prefer to get permission-based promotional messages via email (versus direct mail, text, phone, or social media).
This means that email marketing is one of the best ways to reach out to your customers if you aren’t already and we’re going to give you some tips on how to achieve this.
First off, let’s give you a quick overview of email marketing the buzz words associated with it, so you don’t get confused these are the 8 most one’s useful to know;
The whole point of email marketing and any marketing plan is to get a conversion. It means the person has stumbled across your business and while they might not purchase today, by having them as a “conversion” it allows you to market to them when you want and turns that interest into a sale.
2. Marketing Automation
One of the best features for email marketing is the ability to automate your emails, meaning you can create an email and schedule it to go out at a particular time or day, so you don’t literally have to be there pressing the magic button at 2 am if you want to send it out them. You can also take it further and have emails automatically send out when someone new signs up, they reach a year of being your customer or recently purchased a product or service from you.
3. List Segmentation
Sometimes a good idea to keep your customers happy and help you drive sales is to, break down your customer lists into smaller segments. For example, instead of sending out one newsletter advertising all your products or services, break down your subscriber list into segments you think people would prefer. E.g sending a football fan a newsletter about cricket.
4. Hard Bounce
This simply means the email address doesn’t exist, sometimes it can be obvious (email@example.com) other times it might be a simple spelling mistake or they actually gave you a fake email address because they didn’t want to hand over their real one. Don’t get disheartened though, it happens to the biggest companies and most email providers will remove that email address from your list automatically.
5. Soft Bounce
A soft bounce, on the other hand, is not quite as bad, to break it down – it’s when you send a package to someone in the post and they don’t answer the door or go to the depot to collect it, it doesn’t mean the address has gone but simple at that time the person’s email address was inaccessible. It could be for a number of reasons, so leave them on your list and try again.
6. Open Rate
This is the one we all love to sneak a peek at, it effectively means how many people have opened up the email you’ve sent. Be warned though it can be anything from opening to have a read or opening to then hit delete ☹
7. Opt-in / Opt-out
By law now you have to offer this feature to all your subscribers, there must be a method either clearly on your website or on the newsletter itself (most preferred way) that allows your subscribers to opt in or out.
You might think, well duh! But it’s surprising how many newsletters get sent out without a real call to action which is the whole point of your email send. You need to have something in your newsletter which entices the customer to click through to your product, website or service.
This is where most people get cold feet and give up their email marketing dream, but don’t worry because this is where we can help.
There are a number of email marketing software providers out there and right now we’re going to list the 3 we’ve used before, liked and one we use for our email marketing.
MailChimp – Possibly the most common and well known, MailChimp over the years has grown steadily and become popular among the email marketing community. With the options for free plans or paid, it allows people entering into the email marketing world without breaking the bank and as more subscribers you get, the more your plan increases.
CampaignMonitor – One of the big boys and rightfully so, Campaign Monitor has a reputation of being one the most stable and smoothest systems out there. They don’t offer a free plan like MailChimp but it allows you to pay per month or pay as you send from the number of subscribers on your list.
MailerLite – We threw MailerLite into our list because they are the new kids on the block but slowly making waves, they have a system very similar to MailChimp but their free plan offers a little more than MailChimp and has some other features MailChimp doesn’t but as with any new kids, there might be teething problems along the way.
All of these allow you to sign up easily and have helpful guides on how to add subscription forms to your website and Facebook feeds so you can market to new subscribers. It also has guides on how to use it, plus some even have YouTube videos so you can pause and follow at your own leisure. If you get stuck, give us a call – we’d be happy to help.
If there are any other email marketing software providers out there you recommend, get in touch or better yet if you own one – let us know and we’d be happy to test it out for you.
All of the above providers allow you to create a template from within their systems but sometimes you might something a little different which helps set your business apart from the rest.
Bear in mind as well that with a majority of emails now being open on mobile devices over desktop such as PC’s it’s important that your template be responsive.
Now we understand how having something different from the crowd will help you stand out so we decided to offer you a free template (click here for preview) that you can use in ANY of the email providers you decide.
And it will download the ZIP file. The template is known as an “hyrbid” template in the email marketing world, meaning it will work well on Android, IOS and Windows devices.
If you’re not sure how to use it, get in touch and we’d be happy to get show you.