Category: Mangement Soft

Step three

Build A List Of Information And Target Audience,

Successful email marketing starts with a quality list, after all, Marketing 101 tells us that we need to know our audience.

Do you know your list?

Take some time to note what information you have now and make a plan for how to capture additional information over time, the more you know about your readers, the easier it will be to provide valuable content within your communications, for our example company, their lists currently look like this:

List Name	Source of List	Permission	Status	Known Fields
Customers	CRM	Yes	Exported and ready	name, address, phone, email
Product A Prospects	Trade Show	No, need to invite	Spreadsheet, ready	name, email
Interested Prospects	Website	Yes	Text file, ready	email

Now think about what information you have and what you’d like to know about new prospects and customers, typical information below:

• Demographics (marital status, income, location, etc.)
• Interest area (product A or B, specific service, information, etc.)
• Amount purchased, donated, etc.
• Business info (industry, title, etc.)
• Time frame for making a decision,

Budget

The most powerful aspect of email marketing software is that you can segment your contacts based on known information, letting you send targeted and personal messages.

1- Collecting Data at the Right Time

After you have determined what type of data you have and what you need, the next step is to determine at what point you collect that information.

Do you ask for it all up front?

Depending on your target audience, you may need to limit the amount of information asked initially so you don’t put customers off, here are a few additional times you can collect information:

1-Have the Thank You page ask for additional information post-subscription

2-Include survey questions throughout the life of the newsletter

3-Include a survey in the confirmation or welcome email

4-Prompt subscribers to update their information periodically

2- Plan for a Growing Email List

An important element of any email marketing strategy includes plans for continuing to grow the list, below are ideas for planned tactics to promote each newsletter ;

1-Include “forward to a friend” in all outbound emails

2-Drive all prospects to the website from all advertising

3-Have newsletter opt-in box in the checkout of e-commerce area of the website

4- Put website on all basic company docs: stationary, business cards, etc.

5-Have customer service ask all callers if they’d like to receive the newsletter

6-Include a link to the newsletter sign up form in email signature (all employees, especially support and customer service staff)

7-Add sign up form for the newsletter on the website in a prominent area.

Note, If you have no list and are starting from scratch we suggest:

-Start collecting email addresses from website.

-Appending email addresses to your existing prospect/customer database

Step Four

Organize By Department Or Group

So far we have reviewed the purpose of email marketing and have looked at how it can complement existing marketing activities and provide a way to capture new leads and help build relationships, you know your audience now, so the next phase of building your email marketing strategy involves getting organized internally.

After you have outlined how email marketing can fit into your own process and have identified your audience, you will start to see many opportunities of how to organize the information to reach your original goals.

A simple communication chart will help you understand the role of each of your external communications and will help you get a feel for the resources required to produce each item.

Here’s an example:

Communication	Owner	Audience	Format	Purpose	Frequency
Monthly newsletter	Marketing	Customers, advocates, community, analysts	Template	Retention	Monthly
Promotion update	Product Marketing	Prospects, customers	Unique each time	Acquisition	As needed
Press release	PR	Journalists	Stationary template	Inform	As needed
Industry newsletter	Channel Marketing	Prospects, customers	Template	Retention	Bi-monthly

As you can see from this example, opportunities for email communications exist among other departments.

When it comes to email marketing, there’s more than one way to measure success, more than 290 billion emails are sent daily.

This figure is expected to reach 347 billion daily emails by the end of 2023, with this huge number that indicate the power of the marketing through emails, how conversion rates are impacted by a certain email, or how much website traffic is being generated, you can recognize the effectivity of each email marketing initiative.

But before just start sending an email for your customer or audience you need to understand customers, their expects and interests

build a suitable strategy for your goals relay on some data and research, sometimes a bit of trial and error.

Some Recent survey shows the highest ROI through email marketing tool,

Step One

Define Email Marketing

Before you begin to create your email marketing strategy, you should define what email marketing means to your organization.

If email marketing had existed in 1828 when Noah Webster first published his American Dictionary of the English Language, the definition might have gone something like this:

e•mail mar•ket•ingn. The use of email to deliver permission-based communications to build relationships, increase sales and improve customer retention.

The definition also mentions customer retention. Email is by far the most popular way to stay in touch with existing customers.

By providing valuable information and updates based on their interests, email can help build a relationship between the organization and the customer.

In General, We Can Get Standard Term Definition,

Email marketing is the act of sending a commercial message, typically to a group of people, using email.

In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.

But there’s a far more meaningful definition of email marketing: what it means to you and your business. Defining the purpose of email marketing for your organization is critical and will be the driving force for all other email activities.

Step two

Set Your Suitable Goals

The first important step it, to be able to expect and determine your goals of growth for each stage at this point ask yourself.

• what you can present as a project or service and why?
• what the audiences benefit through your project?

you need to find more deep related questions about what you work on, that will be clear if you give the answers.

Email can be seen as a tactical and inexpensive way to reach out to prospects and customers to quickly increase sales drive traffic to the website, by building a sound strategy you will be able to set expectations for long term success effectively

So here’s the most important question you need to answer: What is the purpose of email marketing for your organization?

-Other important questions to answer include why email marketing?

-What will email marketing contribute to your existing marketing efforts?

-How will your marketing efforts tie together?

-What is your current lead generation process?

-How will email marketing contribute to lead generation?

-Do you communicate with customers on a regular basis already?

-Does email marketing replace or complement any other communication strategies?

Lead Generation and Sales Cycle Analysis;

Basic Process Acquisition Retention

Word of Mouth

PR

Trade Shows

Direct Mail

Thank You

Action Buy Download Register

Ads

Website

Promotions

Basic Process Acquisition Retention

Word of Mouth

PR

Trade Shows

Direct Mail

Thank You

Action Buy Download Register

Ads

Website

Promotions

This diagram is a simple illustration of a lead generation process without email marketing. It shows visitors reaching the site and then taking a certain action.

Currently the only follow up is a Thank You page that may show a receipt or confirmation.

Let’s highlight some of the problems with this process.

1-Web-centric – there is no effort towards customer retention, It is a very transactional approach.

2-Lost opportunity – there is no collection of information for those that don’t act immediately. What about those conducting research who want to learn more about your offering or your industry?

On the next page, we’ll take a look at a scenario with email marketing integrated into the process.

Retention

Acquisition

Integrated Email Marketing

Word of Mouth

PR

Sign up for Newsletter

Trade Shows

Invitation/Welcome Email and

Regular Communication

Website

Direct Mail

Ads

Action Buy Download Register

Promotions

Retention

Acquisition

Integrated Email Marketing

Word of Mouth

PR

Sign up for Newsletter

Trade Shows

Invitation/Welcome Email and

Regular Communication

Website

Direct Mail

Ads

Action Buy Download Register

Promotions

This diagram mirrors the previous illustration but shows how easily you can use an email newsletter to capture leads that may only be researching at the time of the web- site visit.

Lead Acquisition

The newsletter sign up form captures prospects that may not be ready to take other

Actions, by creating a newsletter or other communication for this audience, you can begin to build a relationship with them that can lead to sales or other desired action in the future.

Without this regular communication, the contact could easily forget about your organization the minute they exit the website.

Customer Retention

For those that do take a desired action on the website, the process now includes a welcome email that invites them to stay in touch with your company.

Additional benefits of adding email marketing

To lead generation and the sales cycle:

1-reinforcement of the brand with continual communication

2-Regular communication improves customer loyalty

3-Feedback from tracking reports provides info on interest levels

4-Ability to communicate with customers/prospects based on past behavior

5-Drives traffic to the website