Asignment 7: Email Marketing

 

Assignment 7: 

Email Marketing

Cristina Falces

British Academy Of Digital Marketing

Task 1

Email marketing is a digital marketing method that uses emails to engage with a business audience (Salesforce,2022). This technique helps to build customer relationships and keep them by using personal communication and creating product and brand awareness. 

This method is an affordable cost to reach and connect with your audience. "Email marketing is up to 40 times more effective than social media, according to a study done by McKinsey & Company. The same study also shows that the buying process happens three times faster than in social media" (Berfin Cezim, 2023).

There are four types of effective email marketing (Jakob Kazadi, 2022); Email newsletters (typically for small businesses and used to provide helpful knowledge and tools),  Transactional Emails (used to inform the customer about the action they have just taken), Promotional Email (include offers to encourage your target to buy a new product or service), Retention Email (message to an existing costumer to increase engagement, loyalty, and satisfaction). 

Using the best practices will help companies build better campaigns to engage customers and create long-term relationships with email strategies. 

A great strategy to start is by using double opt-in email sign-up, which means, that when the user signs up for email marketing, has to confirm the subscription through another separate email or landing page. "This method prevents fake sign-ups and also helps ensure you are compliant with anti-spam regulations and laws like GDPR" (Fadeke Adegbuyi,2022).

Another way to improve your connection with subscribers is by personalising emails and providing them with valuable information. "Personalisation makes your brand's communication more relevant and engaging for recipients by tailoring content to their interests, needs, and behaviours" (Berk Akman, 2023). 

There are different ways to personalise an email (Fadeke Adegbuyi,2022) ; it can be by website browsing (according to the browsing history in the website), abandoned cart emails (reminder to their inbox for checkout without a final purchase), birthday offer emails (offer codes as a celebratory gift), product purchase education emails (send information of their latest buy product).

Email Marketing design is essential because helps to engage your target's attention. All campaigns should be aligned to the brand colours, have the logo at the top, and have a condensed anchor link and indicative of the URL destination (Twilio, 2023). Writing casually and conversationally will help engage the audience better, using clear friendly language allows the customer to understand better. A simple layout with short paragraphs, headers, graphics, and spaces between the information will help for a quick visual understanding of the message. 

One of the main mistakes to avoid is adding irrelevant content in the email and in the subject line. It should provide value to the costumer experience, if it is not relevant to the audience, they are not going to open the email. Also, there are some promotional words like “free”, “guaranteed” or “click here” that should be recommended to avoid as the spam filter can send it to spam folder. Another marketing practice to apply nowadays is making sure mobile phones are optimised in emails campaigns. Most people check emails on their phones, so it has become essential to use a friendly and responsive design layout for this device and optimised it to make users able to access to the email (Romeo Nicholas, 2023). Avoid using a no-reply email address and instead use an email address that subscriber can respond to so that customers feel they are getting the human treatment.  (Berfin Cezim, 2023).

Reference List

Salesforce, 2022. What is Email Marketing? Here’s Everything You Need to Know [Online] Available at: https://www.salesforce.com/in/blog/email-marketing-guide/#:~:text=Email%20marketing%20is%20a%20type,and%20generate%20leads%20or%20sales. [Accessed 3rd December 2023]

Berlin Cezim, 2023. Digital Agency Network: Is Email Marketing Still and Effective Strategy? [Online] Available at: https://digitalagencynetwork.com/email-marketing-still-effective-strategy/#:~:text=Email%20marketing%20is%20up%20to,faster%20than%20in%20social%20media. [Accessed 3rd December 2023]

Jacob Kazadi, 2022. LinkedIn: 4 types of effective email marketing you can utilise (with examples) [Online] Available at: https://www.linkedin.com/pulse/4-types-effective-email-marketing-you-can-utilize-examples-kayembe/ [Accessed 3rd December 2023]

Pamela Vaughan, 2023. HubSpot: 20 Email Best Practices That Actually Drive Results [Online] Available at: https://blog.hubspot.com/blog/tabid/6307/bid/23965/9-email-marketing-best-practices-to-generate-more-leads.aspx#email-marketing [Accessed 3rd December 2023]

Fadeke Adegbuyi, 2022. Shopify: 20 Email Marketing Best Practices That Drive Sales [Online] Available at: https://www.shopify.com/blog/email-marketing-best-practices [Accessed 3rd December 2023]

Berk Akman, 2023. Segmentify: Personalised Emails: Benefits and Examples [Online] Available at: https://segmentify.com/blog/personalised-emails/#:~:text=Yes%2C%20personalised%20emails%20are%20generally,interests%2C%20needs%2C%20and%20behaviours. [Accessed 3rd December 2023]

Twillo Sendgrid, 2022: 30 Email Marketing Best Practices and Tips for 2023 [Online] Available at: https://sendgrid.com/en-us/resource/email-marketing-best-practices-tips [Accessed 3rd December 2023]

Romeo Nicholas Rozario, 2022. WP Manage Ninja: 18+ Common Email Marketing Mistakes You Should Avoid [Online] Available at: https://wpmanageninja.com/common-email-marketing-mistakes-to-avoid/#irrelevant [Accessed 3rd December 2023]