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9 engaging email marketing best practices for customer acquisition and retention

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9 engaging email marketing best practices for customer acquisition and retention

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Emails are one of the top activities on mobile devices. One of the foundational aspects of a marketing plan, brands use emails and email campaigns to promote their products and services. Whether you are a founder of a startup or a cmo of an established organization in health/wellness, education/learning, talent or internet space, how do you ensure your team is doing all it can so your promotional messages are opened and read by your clients instead of being sent in the trash? Here are 9 best practices that will help you succeed.

Emails are one of the top activities on mobile devices. One of the foundational aspects of a marketing plan, brands use emails and email campaigns to promote their products and services. Whether you are a founder of a startup or a cmo of an established organization in health/wellness, education/learning, talent or internet space, how do you ensure your team is doing all it can so your promotional messages are opened and read by your clients instead of being sent in the trash? Here are 9 best practices that will help you succeed.

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9 engaging email marketing best practices for customer acquisition and retention

  1. 1. 9 Engaging Email Marketing Best Practices To Help You Acquire & Retain Customers Ruchira Agrawal, Principal Marketing Consultant Twitter: @RuchiraAgrawal Email: ruchira@rightaudiencemarketing.com www.rightaudiencemarketing.com
  2. 2. What is Email Marketing? • An essential part of overall marketing plan, when a company sends out a promotional message about their product or service to a group of people (preferably prospective clients) using electronic email, that is known as email marketing.
  3. 3. Facts about Email Marketing • 77% of consumers prefer to receive permission-based marketing communication though email • (SOURCE: Marketing land & Marketo) • All age groups prefer email communication • Email has three times as many user accounts a FB and Twitter combined - 2.9 Billion emails accounts. (SOURCE: Kissmetrics)
  4. 4. What does Email Marketing do for my business 1. It helps in lead generation 2. It helps convert prospects into paying clients 3. It builds trust with your customers 4. It helps in customer retention 5. It helps build customer loyalty 6. It helps create brand recognition 7. It increases sales and revenue
  5. 5. So where do I begin?
  6. 6. To: your client Use opt-in email list Your prospective or existing clients must give you the permission. Unsolicited emails from harvested lists is unprofessional, intrusive and will land you in trash. Use database efficiently Email addresses, names, job positions, company names are real people who are your potential or existing buyers. Don’t spam. Connect. Segment and target your list To keep your email relevant, be clear about your goals, message and who you will send them to. Divide your list based on your buyer persona so you know can craft your message.
  7. 7. From: you Use personal email from a real human being General email address such as contact@ or info@ not only seem impersonal and cold but also get sent to trash. You are building customer relationships Email is simply a method of communication, what you are doing is building long term relationships Accurate information Relationships are built on trust. Avoid misleading information by being transparent and clearly stating your address, company name, domain name, phone and other important information.
  8. 8. Subject : what gets your email opened Keep it short, simple, descriptive, timely and useful (Mail chimp suggests 50 words or less) Address by first name if possible (Hello Ruchira....) Incentivize your prospective client (Win Amazon's kindle) Localization matters (Mail chimp suggests including city name)
  9. 9. Message Copy: what gets your client interested Right message for Right people Customer centric Sales and Marketing is about your clients – What are you providing that will add value to them? What are their needs? How does your product or service meet these? What makes your promotion interesting and valuable to them? Make your message intelligent Once you know your client make your message focused and relevant so it resonates with your target recipient. That will get them to not only read but also take action. Boring emails get sent to trash. Tie the message with your title. Formatting your email Is your copy readable and eye-catching? Presentation matters in catching the attention of your clients. Create the right mix with short paragraphs, images, bullet points etc. Stick to 2 typeface and fonts. Keep your email 500-650 pixels wide.
  10. 10. Call To Action: words that urge action • Repeat 3 times through the copy keep above the fold & use color creatively • Call now • Sign up or Subscribe • Fill out a form • Shop now Your email has a purpose – to educate, promote and sell your brand, product and service. What would you like your customers do once they read your email?
  11. 11. Responsive Design: adaptibility • Some tips • Single column over multiple • Larger text size in title and body • Short sentences Is your email mobile and table ready? With more and more people checking their emails on devices other than their laptop, it is imperative your email is designed to look attractive and appealing on them.
  12. 12. Social: what allows them to become brand advocates •Facebook •LinkedIn •Twitter etc. Your customer find your promotion irresistible. Not only do they want to try your product or service, they want to tell their family and friends about it.
  13. 13. Brand Consistency: creates brand recognition • Information about your company, products and services should reflect consistency across all channels, both offline and online. Your emails should be no different. • Ensure brand properties – logo, images, product/service information is consistent all around in their look,feel and messaging.
  14. 14. Optimize, Track, Analyze: improves performance • Open rate and Click through rate (CTR) are a good way to see who is interested. If someone has clicked through several times, they become attractive leads to pursue. • A/B split testing, tweaking various aspects of your email – subject, copy, times of the day, days of the week – and analyzing the results are a good way to improve performance.
  15. 15. Your Assignment • Think like your client and ask these questions - • How would you like to be treated by a company when they contact you? • What kind of email subject line would make you open an email? • What kind of copy will make you want to take action?
  16. 16. Marketing Tip “Think building relationships, not blasting clients with promotional messages” – Ruchira Agrawal Twitter: @RuchiraAgrawal Email: ruchira@rightaudiencemarketing.com www.rightaudiencemarketing.com

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