Email Marketing
Unlike printed media, the advantages of email marketing are clear. Email offers complete transparency over your marketing activities: allowing you to automate a huge chunk of the process, automatically monitor and report, as well as see who’s interacting with your campaigns. All of which enable you to get hyper-personalised and increase your odds of converting your contacts into new customers or repeat customers.
Email marketing is about building relationships
Email marketing is one of the most powerful ways to keep the essential dialogue between your business and its partners as well as existing and potential customers but, getting it right is a lot easier said than done.
Create Goals
The first step to any email campaign is establishing what you want your campaign to achieve and what you want your contacts todo. Think about what the recipients of the email will do when they receive your email.
Find your Audience
Once you know what you’re looking to achieve, we need to think about the audience. This can be a little difficult and complex, but key sources such as ‘opt-in’ email forms and ‘opt-in’ lists from customers are good starting points.
Create & Send Emails
Marrying up the who and what is a vital step. You want to make sure you construct your emails and word things in a way that will resonate with your desired audience.
Analysis and Adapt
How do you know if what you’re doing is working? You analyse the data. It’s the same with email marketing. You want to keep a close eye on your sending reports and tweak things to improve your statistics. The better the subject line, the more reads. The better the design and the more apparent the Call-to-action (CTA), the more clicks.
The different methods
Not all email campaigns are built the same. Nor do they all have the same objective and use cases. That’s why we use two different approaches to our email marketing – Direct and Outbound.
Outbound Emails
Outbound emails are sent to a large number of contacts and are usually pushing for a specific action that’s tied to our clients Inbound or ABM efforts.
To maximise the effectiveness of the outbound email campaign, we use a collection of smart automation, segmentation and personalisation tactics – enabling us to send the right message at the right time to your contacts.
Direct Emails
These are emails that are sent to a single contact and are very time-dependent and message specific.
We usually only send Direct Emails to contacts that we have spoken too as apart of a telemarketing campaign or reached out to as a part of an ABM campaign.
What about GDPR?
A lot of people have been screaming about the death of email marketing since the introduction of GDPR. This really isn’t the case. The key to effective, legal email campaigns is to understand your market and to create campaigns that are appropriate for the B2C and B2B markets. When it comes to B2B, direct marketing is seen as a legitimate interest under Recital 47 of GDPR and is deemed a legal basis for processing for data. However, for B2C, it gets a little more complicated, a user must expressly ‘opt-in’ for an email before you can communicate with them. The only other significant thing to think about is the ‘opt-out’ process. In both B2B and B2C campaigns, a contact must be able to ‘opt-out’ freely.
