E-mail Marketing

E-mail marketing is used to either initiate new relationships with customers (acquisition) or to maintain the already existing ones (opt-in). It can have various reasons behind it – to propel an exchange, to improve customers’ loyalty and brand awareness (through your own message or through messages of other people).

Some e-mail marketers tend to use too much of a ‘push’ strategy. Similarly to offline marketing, online push strategy means that you are getting bombarded by thousands of messages you don’t care to hear. In fact, it is more of a marketing mistake than a valid strategy. Some of the great marketing experts have discovered how Permission Marketing, as opposed to push marketing, works more effectively.

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Permission Marketing is a term coined by Seth Goding, one of the great minds of the industry. He argues that we should first contact each potential customer just once. Unless the recipients give us the permission to market to them in a further way, we won’t waste our and their time. It is the subjects that somehow reply to us we should continue to market to. The permission isn’t anything formal. It can be a simple subscription. So, why should we take on this strategy? The people who give us the so-called permission give us their attention as well! That is what Seth considers essential. The attention is something that is difficult to gain against customers’ will. Messages, which are too generic, will become invisible to them. People have too much choice and too little time nowadays. Therefore, gaining their attention is a valuable asset.

Now let’s look at something more practical. E-mails get often overlooked or lost. How do we prevent that? Sending the same message may annoy the recipient. A good way to solve that is to design a series of mails that have the same purpose, but a different form. As far as the subject line, we should be careful. The statistics show that 69% of email recipients report email as Spam based solely on the subject line and 35% of email recipients open email based on the subject line alone.

An article at mashable.com explains how integrating social media in a form of sharing options in the e-mail campaigns can drive up the click through rate by some serious numbers. Putting three or more options to share the content of the e-mail on a social media site can increase the CTR by some 55%!

When it comes to the beginning of our normal day, do we first check our e-mail or Facebook? How does that matter anyway? Well, Mashable presents a statistic, which suggests that if person checks his/her e-mail first, then he/she is likely to be more task oriented and to only look for a brand online if he/she needs something, like a deal or a discount. Checking their Facebook first makes people more likely to be open to ‘extracurricular’ content from brands, such as interaction or entertainment that isn’t directly aimed to generate sales.


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