Email marketing: What and Why?

When prospecting, it is essential to be on top of your prospects’ mind. With continuous email marketing, you can create top of the mind recall, especially when they need the kind of service you provide.

Email Marketing could be great when done right and can get you great results. It isn’t just emailing your clients anymore because that is what everyone else will be doing. It is an art to know and understand what to email, when to email and how to email. It is often difficult to decode this simple logic and many businesses lose a lot of time, money and resources doing that. That doesn’t mean email marketing is some rocket science, but indeed an art, with a blend of technology and intelligence.

    Email Marketing requires the following simple steps:

  • 1. Accumulating Data
  • 2. Refining and Segmenting Data
  • 3. Researching and Choosing the topic
  • 4. Designing the email
  • 5. Scheduling and sending the email
  • 6. Tracking and reporting opens and bounces

Accumulating Data

    When thinking of email marketing, you should know all the right media from where the data can be sourced. The emailing data for your email marketing campaign must come from some trustworthy source. You can get email data in various ways:

  • third-party data providers
  • inquiries
  • subscriptions
  • social media contact list
  • referral as “if you liked it, share it”
  • offering freebie resources
  • promote signups
  • offer discounts
  • host contests
  • track people
  • offer free gated content
  • These are some of the very trustworthy sources to get data where usually people subscribe and give consent to receive your emails. However, your data could also be from social media led lead generation tools, which may include a lot of invalid emails resulting in bouncing of emails, waste of resource and spamming of emails.

So, no matter, from where your data comes, it must be trustworthy enough to ensure that your purpose is met!

Refining and Segmenting Data

Once you have the email list with you, you can’t decide to just blast off everyone on it with the emails. You need to ensure that your email looks more like a conversation than merely a promotion. So you need to refine your data and put it into categories, so that each can be addressed in a way that the email feels “really just for them”.

    The categorization of data could be done on various parameters like

  • demographics
  • geolocation
  • personal interests
  • email response behavior
  • website behavior
  • position or designation in the organization
  • participation in quizzes or questionnaires
  • your personal category markups
  • When you refine your data into certain categories, you ensure that your email interacts directly with your receiver whether it is a prospect, a customer or a client!

Researching and Choosing the topic

A good topic to choose from the immense pool of information present out there is very essential! A good topic refers to something that is very appealing to the audience and enables them to learn something new. The receiver will always open the email and read it’s content, every time a newsletter is sent to them, that’s the power of a nicely researched topic. The topic must be something which the receiver finds knowledgeable and interesting.

Designing the email

    Graphics always appeal better than text - drawings, colors, and shapes are easily understood by the human brain. Hence, a nicely designed email with properly synced color and graphics will not just add beauty but will also ignite the interest of the reader. Some elements that you can include in your email are:

  • graphics
  • gifs
  • videos
  • graphs
  • tables
  • comparisons
  • charts
  • SmartArts
  • While adding any of these, you must remember that vibrant colors contrast and highlight various elements nicely presenting a beautiful picture altogether.

Scheduling and Sending the Email

There could be a choice between whether the emails should be sent regularly or occasionally depending upon the nature of your business.