Email marketing

Email marketing – what is it?

Email marketing is a tool of Internet marketing, to build direct communication between the entrepreneur and the consumer. Its essence lies in the fact that the company via e-mail sends to potential or current customers emails with promotional, news, announcing information.

Two misconceptions about email marketing:

• Email marketing is sending spam email. The essence of email marketing is a personalized communication between the seller and the consumer after the latter gave consent. And spam is a mass mailing of advertising messages to random users without permission.
• Email marketing and email newsletters – are one and the same. Newsletter – an element of email marketing. That is marketing – strategy newsletter – tool for its implementation.

The principle of email marketing, which depends on its effectiveness is personalization. Using browsers, search, and social networking advertisers extract all the necessary information about users. With its help, determines the target audience and reveals the degree of willingness of a person to make a purchase.

This, in turn, allows you to set a goal of e-mailing and to find suitable writing material. Personalized approach to the client faster will help a person to commit a certain action (purchase, subscription, company news, attending events, etc.) than a banal spam.

Objectives of email marketing

As a marketing tool, email marketing poses a series of tasks that must be performed for successful business promotion. The degree of their implementation depends on how properly implemented the strategy selected for setting up communication with customers.

Tasks:

The advantages of email marketing

Email marketing is a basic advertising tool. That is, whatever the status and the size of the company, this method of promotion is used in the first place. This is due to a number of advantages:

• Low cost.
• The ability to generate "live" customer base.
• A direct relationship between the seller and the buyer.
• The ability to push the client to certain actions.
• Full automation of the process.
• Personalized approach to the client.

In addition, direct interaction with customers has a positive effect on brand awareness. The more often the company reminds of itself, the more often the client accesses its services.

The types of email newsletters

From the definition it is clear that the relationship with the client is established through letters sent via e-mail. The purpose of the letter can be not only advertising. There are several types of email marketing:

• Transactional. Transactional email is a response to user actions performed on the website of the seller. For example, people chose a product, put it in the basket, but did not order it. In order to convince the client of the necessity of this purchase, and applies a transactional mailing. In the letter specify the terms of delivery, the advantages of a particular product, the discount when ordering, warranty, etc.
• Announcements. Letters with information about upcoming events must not contain excess advertising information. Their goal is to inform the user about the upcoming event. Therefore, the letter indicated the time, place and essence of the approaching event, and a call to action (pre-registration, go to website, contact information, etc.).
• Advertising. Mailings is directly connected with the direct sale of goods. It can be messages about promotions, discounts, new arrivals, selection of best-selling items. But even if you are working with is impossible to forget about a personalized approach to the client. Therefore, it is important to take into account gender, age, interests. In addition, advertising must not be aggressive and Intrusive, otherwise the letter will be directed to the spam folder and the sender is in black list.
• Triggers or autoresponder. A distinctive feature of triggers is that it is not one letter but a series of emails sent automatically in response to certain user actions. Their goal is not to sell a product, and to acquaint the person with the company to provide him with useful information, which he signed up for the newsletter, give some recommendations for successful cooperation with the firm. Autoresponder are not related to direct sales. They indirectly affect the promotion of the company by increasing customer loyalty.
• Information. The use of this kind of mailings you need to keep the client company. If user activity on the site decreased or absent for a long time, he sent relevant information about the company (product, stock list, schedule of upcoming revenue, etc.).







Implementation email marketing

Any course email marketing provides a General scheme, which adheres to every aspiring businessman. The use of email marketing in practice in several stages:

• The definition of the target audience. All the parameters of the potential clients are considered individually. Then form groups based on interests, age, sex and other key characteristics.
• The formation of the client base. To begin with customers need to get their email addresses and to create a fully functional client base. It is impossible to do as long as the seller will not receive the consent of the user to the mailing list.
• Drafting templates emails. Before you launch email, you need to carefully study the patterns for all groups of customers included in the target audience. This applies to the design, content and message text.
• To send emails. Mail automatically. Entrepreneur only need to make email addresses into the program from the generated client base.

The formation of the client base

• Form filling on the official website of the company. To obtain the addresses of customers can be placed on the home page subscription form. In this case, the client alone decides how he is interested in the goods or services offered by the seller.
• Automatic subscription when a user logs on the website. In this case, the user should have the right to unsubscribe. It is therefore important that after filling in personal data check box, removing the client freed myself from receiving emails of the seller. But as practice shows, users often ignore the possibility to unsubscribe and agree to the newsletter.
• A push subscription to receive the discount. This method of formation of the client base aggressively. Because the seller, in fact, puts the customer in a bind. This can cause a negative reaction of the user to receive emails from the company.


Table evaluation services e-mail mailing

Guide to writing e-mails

Universal template for mailing does not exist. The design and content of the letter depends on the specifics of the company and of the portrait of the potential client. But there are practical recommendations which need to be observed when composing a message to send.

When making the letter should pay attention to:

• The length of the header. Strict limits on the number of characters that make up the title, no. But the letters with a short name that reflects the contents of the message seem easier. In addition, the results of marketing research it turned out that the letters with the header value of 60 to 70 characters open less often than others.
• The appearance of the letters when opened on mobile devices. More than half of emails are opened on smartphones, so it is important that the message to look attractive regardless of the device on which it will be viewed. To do this, the text of the letter to use a large font and the key elements are arranged strictly in the center of the page. You should also not overdo it with the media. This can significantly reduce the loading speed of the message.

To save time, you can order services for email marketing in a specialized Agency. Professional marketer by yourself will work for a few options emails, to choose the most successful. However, the price for such services is quite high, so many people prefer to do regular mail.



Evaluation of the effectiveness of your email campaign

To evaluate the effectiveness of mailing lists use a number of indicators, the analysis of which enables implementation of the best techniques to improve the performance of a business. These include:

• The number of subscriptions. The company's profit directly depends on the number of subscriptions. The wider the client base, the more customers will be able to push them to make a purchase.
• The rate of opening of letters. Mail will not bring any good if potential customers do not read the received email. To improve this indicator analyses the various message headers. Creative supply header increases otkryvaete messages. However, comic signatures apply only if the seller completely confident in understanding of your target audience.
• The index action. Opening the letter, the user must perform a specific action called for by the sender (click the link, register on the website, download the program, etc.). This figure depends on the design of the letter. The introduction of the working version of the message is also carried out on the basis of testing several variants of an electronic message.
• The number of emails marked as spam. Generally, users rarely mark messages as spam. But the frequent and Intrusive mailing list exclusively of advertising messages, the rise of this indicator.
• The conversion rate. The goal of any commercial distribution to increase sales. The conversion rate shows the percentage of users who made a purchase after you go to the website linked in the email. The conversion rate depends not only on the quality of the mailing list but from the website of the company. If the conversion rate of users who came from another source, attract traffic (contextual advertising, social networks, etc.), within the normal range, then you need to improve the quality of mailing lists. In the case where the conversion rates are low for all sources advertising channels, the problem lies in the website of the company.

Email marketing as a promotional tool has long been in the Arsenal of marketers. Therefore, examples, principles, strategies this method of promotion can be found in books on classical Internet marketing and try to apply them in practice. The main thing to observe the fine line that divides email marketing from spam.

PS Recommend a book Alexey Efimov "E-mail marketing for the online shop: manual for implementation".

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