Why Email Marketing is CRITICAL Andrew Lloyd Gordon Digital Marketing Trainer, Speaker & Coach
Why Email marketing is CRITICAL October 2013
May 16, 2015
Email Marketing is, by far, one of THE most effective forms of Digital Marketing.
Done well, Email Marketing can make a huge impact on your business. Done poorly and you'll wonder what all the fuss is about.
In this short presentation, I share the CRITICAL checklist that you should follow when planning for Email.
Even if you simply think through the CRITICAL framework and put more effort into each of these areas, you are bound to improve.
And if you'd like to improve still further, then please get in touch :)
Done well, Email Marketing can make a huge impact on your business. Done poorly and you'll wonder what all the fuss is about.
In this short presentation, I share the CRITICAL checklist that you should follow when planning for Email.
Even if you simply think through the CRITICAL framework and put more effort into each of these areas, you are bound to improve.
And if you'd like to improve still further, then please get in touch :)
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Transcript
Why Email Marketing is
CRITICAL Andrew Lloyd Gordon
Digital Marketing Trainer, Speaker & Coach
Email Marketing is powerful...It has high response rates
Is quick to turnaround
You get rapid feedback
It’s low cost
Just remember to follow...
CRITICAL
Creative
Relevance
Integration
Timing
Incentive
Copy
Attributes
Landing page
CRITICAL
CREATIVEUse a modern, attractive design
Use lots of whitespace
Stay close to your brand
Use a design that is both...
Relevant
Clear
Concise
Informative
Different
Exciting
Memorable
Creativity Practicality
Modern email templates look great...
Use good, strong images...
Of course, images don’t always display...
22
So, combine images & text together...
Tables of colour
Logo as Text
Text, not images
Text Personalisation
Lost images, but so what?
Use photos of real people...
They outperform stock photos by 95%Source: Marketing Experiments
No images? It’s still clear what to do...
RELEVANCEPeople want relevant messages from you
Have strong, simple Data Capture systems
Be obsessed about the quality of your data
Segment your database carefully...
Prospects vs Clients
Best Customers
Acquisition Channel
Most Recent Purchased
Follow-up Campaigns
Most Recent Visited
Demographics
Interest Based
Open & CTR Rates
Non-Opens & Inactives
INTEGRATIONLook at your Customer Journeys
See where Email Marketing could play a part
Use Email Automation wherever possible
Integrate email with
other marketing
Day OneEmail 1
Day TwoTelesales & supporting email
Day SevenEmail 3
Day 12Direct Mail
Day 14Email 4
TIMINGDon’t assume you’re sending at the right time
Experiment with different send times
Try sending on different days of the week too
INCENTIVEGive people a good reason to subscribe
They don’t want more e-news or newsletters
They want useful, valuable information that will help them
COPYThey will scan read your emails so...
Use headlines, sub-headings, bullet points, highlighted words, short sentences, short paragraphs and simple language
ATTRIBUTESAvoid the spam filters by...
Having clean data
Sending relevant, targeted emails without ‘spammy text ’
An easy unsubscribe
LANDING PAGEDesign unique landing pages for email campaigns
Or send them to the most relevant page on your site
Do not drop them on the Home Page!
Need help with Email Marketing?
Please get in touch...
Andrew Lloyd GordonDigital Marketing Trainer, Speak & Coach
You can find me online at:
www.andrewlloydgordon.co.uk
https://twitter.com/AndyLloydGordon
http://www.linkedin.com/in/andrewlloydgordon
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