20 June, 2013
Make the most out of email marketing
Online retail is really going to get your business jumping. The internet
is as well used throughout the retail world as the high street for shopping. In
fact the popularity of web is a tremendous boost to your company.
Emailing customers does not just give you more chance of making a sale,
it is about value, customer relationship and putting your marketing right
in-front of the user, and in a much more direct way then any commercial could
have been able to do for you before. Think of it as an advertisement board,
hooked up to the shop you want to get to.
There are many things that can make or break your email. And really I
need to go over them in some detail for you to understand and master it. The
stages of an email begin with building a campaign idea.
Planning
your sell
Think of the items you’d like to promote, it may well be a themed range,
such as new in, summer, men’s, women’s, shorts, hats, sneakers.
During this time, your marketing team must strategize a banner, design
and theme, strapline and overall brand communication. You want to point at
selling your products and services to your consumer, so think through the basic
essentials, you can’t underestimate the power of verbalisation. Specify why the
product is worth value; suggest some lifestyle choices to go along with
it.
Creating
your headline
Be too vague and expect email opens and clicks to be poor. Create something
intent on selling and it is off-putting. Get straight to the point, because you
have no time to pull back people’s attention once they are withdrawn. Tell the
customer you need them to sign on the dotted line, tell them you need them to
be on the website right away because this is important.
Making an email that incorporates your brand name, and people will open
your email on recognition! Bring some empathy to the client and think about
what they need, is it a special offer or a new in promotion. Find out something
that they want and incorporate this into the title.
Designing
your email
Creative visuals produce results. Design needs clean white areas, allowing
the text and images to do the talking. CSS designed alt text is an added bonus,
because it enables customers to read more about your promotion without clicking
the view images button.
Creating a responsive design is great for the mobile market, and with about
2 thirds of all internet users going mobile, that isn’t a bad idea. Adding that
fluidity could bring the level of engagement that users are asking for too. Responsive
is just one design that re-scales to the device. Good design wireframe will
work wonders for your click through.
Using
a good email provider
The budget is fairly just when buying an email provider that really
knocks out the sales. While Mail Chimp
is wildly appreciated for its bargain of analytics and social connectivity, you
still have to create your emails by manual. With a powerful tool such as
Silverpop by comparison, using its tools including Behavioral Database:
Behavior, Data and List Management, emails can be automated.
A specialised email for every customer is very smart, because people
engage more when they see items that are similar to what they want, rather than
a mass broadcast.
What
we do at my company
At The Genuine Gemstones Company we like to work towards building the
best service we can provide for our clients. We need to optimize our online
campaigns so that they are covered over our websites, Facebook, Twitter and
emails. A new promotion for emerald rings gets sent out on a Thursday afternoon, we need to deliver it to
a gigantic email list, so we have the best online strategies in place to do
this correctly.
Communication is important and every week we will email a new marketing
promotion. Our brands Gems TV and Rocks
TV are strong in the UK and USA respectively, however it is through our online
marketing that we can bring customers back to the show as well as back to our eCommerce website.
Our online marketing team is always looking to develop our email
strategies. We have mastered a better engagement through using some of the
technical information used in this article, and we are always trying to better
our last email, with more intelligent ideas and client communication.
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