Email Marketing has become one of the most popular and effective marketing method and relationship management tool used by businesses since it rose quickly into prominence with the internet about 25 years ago. Pretty quickly, most people had a personal email address and were checking their email, making it a powerful tool to communicate with people. What is Email Marketing? Short for electronic mail, email is the sending of messages to one or more recipients, distributed by electronic means via the internet. Email marketing is a digital marketing strategy that uses email to develop relationships with prospective customers and maintain and strengthen relationships with current customers. The end goal is to influence these people to make a purchase and be ongoing customers. Some of the benefit of email marketing to businesses include: • Brand awareness – keeps the brand top of mind and people informed about what you offer. • Speed – a quick output and quick response for lead generation. • Segmentation – allows you to selectively email members of your database depending on their behaviours. • Cost-Effective – Low cost per contact for customer acquisition. A better return on investment many other forms of marketing. • Targeted – you are sending relevant materials to your audience. • Customer Dialogue – encourages a two-way dialogue with customers, where communication is one way with many other marketing methods. • Trackable – Analytics allows you to track the performance of your emails. • Conversion - turn prospects who are interested in your industry or your products/services into customers. • CRM – customer relationship management helps maximise the lifetime value of customers by increasing customer retention and repeat purchases.

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Short for electronic mail, email is the sending of messages to one or more recipients, distributed by electronic
means via the internet. Email marketing is a digital marketing strategy that uses email to develop relationships
with prospective customers and maintain and strengthen relationships with current customers. The end goal is
to influence these people to make a purchase and be ongoing customers.
The popularity of email marketing has been a part of the ongoing trend away from a product-focused marketing
strategy to a customer focus of customisation and relationship management.
Email marketing has been growing since the mid-1990s and is a widely used marketing tool by the majority of
B2B and B2C companies. In 2015, one study indicates that over 80% of firms use email as part of their
marketing strategies (See Zhang, Kumar, & Cosguner, 2017).
WHAT IS EMAIL MARKETING?

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Some of the objectives of using email marketing are:
• Send recipients to other marketing content such as landing pages with exclusive offers, blog posts or other
valuable content.
• Communicate with a community, customers, employees or other stakeholders to generate a reaction or a
result.
• Inform the reader about a new offer or send them to a blog post.
• Maintain and develop long term relationships with current customers.
• Motivate customers to finish a purchase who have items in their shopping cart that was abandoned.
• Increase sales by converting more leads into customers and selling more to previous customers.
OBJECTIVES OF EMAIL MARKETING

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There are several benefits for businesses using email marketing. Some of those are:
BENEFITS OF EMAIL MARKETING
• Brand awareness – keeps the brand top of mind and
people informed about what you offer.
• Speed – a quick output and quick response for lead
generation.
• Segmentation – allows you to selectively email members
of your database depending on their behaviours.
• Cost-Effective – Low cost per contact for customer
acquisition. A better return on investment many other
forms of marketing.
• Targeted –sendirelevant materials to your audience.
• Customer Dialogue – encourages a two-way dialogue with
customers.
• Trackable – Analytics allows you to track the performance
of your emails.
• Conversion – turn prospects who are interested in your
industry or your products/services into customers.
• CRM – customer relationship management helps
maximise the lifetime value of customers by increasing
customer retention and repeat purchases.

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Email marketing is a process of continual improvement - testing and tweaking your email content and database
management. To analyse the performance of your email marketing, there are several key metrics to help
measure the performance of each campaign against previous benchmarks.
EMAIL MARKETING METRICS
• Open rate is the proportion of people opened the email.
• Bounce rate is the total emails sent that could not be
delivered to the recipient’s inbox
• List growth rate is how fast your email list is growing.
• Unsubscribe rate is the proportion of people who
unsubscribe from receiving your emails.
• Click-Through Rate (CTR) s a foundation of email
marketing analytics, This measure how many people click
on the offer or other link in your email.
• Conversion rate is the proportion of people who clicked a
link and completed the desired action, such as purchasing
a product.

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EMAIL CONTENT TIPS
The email title must convince the recipient to open the email. This is key. It must be related to the content of
the email (stay away from clickbait), but at the same time be compelling enough that the recipient is curious
enough to open the email. Aim for 5 to 9 words.
Your content must be brief and relevant for the recipient. Grab their attention right away, by containing the
most information in the first paragraph. Try and keep it the length to under 100 words.
Use a personalized greeting at the beginning of the email and a clear call-to-action at the end of the email.
Include a couple of hyperlinks to other useful content such as a blog or video on your website, or a custom
landing page that contains more information (find out more, or to order).
An option to unsubscribe must be available. Email marketing software with automatically using an unsubscribe
option.

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The layout and design of email marketing are important – especially if it is a newsletter. But you do not want to
go over the top trying to make it aesthetic, simple can be beautiful. Try to use a maximum of two colours.
Include one or two images in the email, one of those can be the company logo for brand awareness. Make sure
the images have alt text for those not viewing the email in HTML (quite often images are turned off
automatically). Your contact information as well as social-following buttons for your social media accounts
should be at the bottom of the email.
The right number of emails to send is difficult to pinpoint, as it will depend on your customers. If you are
emailing qualified leads, it might be once or twice a week. Other customers, once a month or once a quarter
might work better. It will depend on the engagement level of your audience.
EMAIL CONTENT TIPS

8. Daniel Hopper
Marketing Specialist - BYB MARKETING
#50WEEKSOFMARKETING
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