Yuma 4×4

Media and Communications

email marketing step-by-step

email marketing step-by-step


you don’t have to be in business for
very long to realize that you need to communicate with lots of people to
attract customers of course your business also needs to make sure that
your marketing communications bring in revenue over and above the cost of those
communications email is a great solution for building customer relationships
affordably because it’s a familiar communication standard and because it’s
so cost effective the fact that email is a cheap way to communicate isn’t the
main reason to use email however email also has a very high return on
investment or ROI in other words an effective email marketing strategy can
generate a lot of sales for a relatively small investment of time and money in
order to get the highest possible return on your email marketing investments you
first need to understand where to use email in your overall marketing plans
the first thing to understand is the fact that sending email the total
strangers does not work you’re more likely to get spam complaints than
interest from prospective customers unless you send to a permission based
email list now I show you how to build a permission based email list in another
section of this course instead of spamming people use email to help
convert current prospects into customers and current customers into loyal
customers use email to educate people about the features and benefits of your
products or services differentiate your business from your competition and to
ask for the sale you can also use email to help increase customer loyalty and
referrals by sending emails that strengthen your customer relationships
send them thank you emails holiday greetings and offer special privileges
to make your customers feel like they’re appreciated as you watch the rest of
this course remember that all the tips and ideas I share can be adapted to your
specific type of business or organization because no matter what kind
of business or organization you have keeping your customer relationships at
the center of your strategy will put you on the road to email marketing success email marketing without permission can
spell disaster for your marketing emails you can’t legally send emails to total
strangers and even if you could you wouldn’t make very many people happy by
sending them emails they didn’t ask for therefore an email list without
permission isn’t very valuable however when an email list includes the email
addresses of prospects and customers who have explicitly asked your business to
send them emails to stay informed you have a very valuable asset for your
marketing strategy in this part of the course I’m going to show you how to
include permission in your email marketing plans so your email list is
full of people who want to receive your emails the first step in the process of
building a permission based email list is deciding on a permission level now
there are three basic types of permission the lowest permission level
is implied permission for example when someone hands you a business card and
says let’s stay in touch you could assume that means sending a
few emails but be extra careful with implied permission because people may be
unpleasantly surprised if you start sending marketing emails without first
confirming the content and the frequency of those emails it’s a good idea in the
case of implied permission to send an email confirming your decision to add
someone to your email list and include a link for opting out if your new implied
subscriber doesn’t want to be on your marketing email list the second
permission level is explicit permission for example when someone fills out an
online form to join your email list that person has given you explicit permission
to send the emails your email signup form specifies explicit permission is
the industry standard for email marketing and the recommended level of
permission for most email marketing providers the third permission level is
confirmed permission also known as double opt-in confirmed permission works
like this when someone explicitly opts into your email list you send an email
asking the new subscriber to confirm their decision to join the list usually
this happens by clicking a link or replying to the confirmation email with
a specific message confirmed permission ensures that your email list subscribers
are highly interested in receiving your emails and confirming permission
generally improves your delivery rates to
now let’s go over a few forms of permission that actually have the
potential to get you in trouble you should avoid building your email list
based on someone else’s permission for example don’t send marketing emails to
people on email lists belonging to your vendors your colleagues your partners or
trade organizations if you want to reach people on other email lists ask the
owner of the list to send the emails to their list on your behalf and ask them
to explicitly opt-in to your email list some email lists are sold or leased out
by lists brokers and permission-based quality is very important if you decide
to use a broker to send your emails if you decide to use a list broker anyway
make sure the list broker you use is completely compliant with all laws and
industry best practices since your email list is valuable protect it like an
asset don’t share your email list with anyone and don’t violate your permission
standards by sending emails your subscribers didn’t sign up for in the
next section of the course I show you how to collect email addresses from
people so that you can build a list with quality and quantity in mind in this section of the course I show you
how to collect email addresses to build your email list if you haven’t already
make sure you first view the previous section on permission before watching
the rest of this section now when it comes to actually collecting emails
there are five basic ways to ask people to join your email list the first way to
collect email addresses is by providing an online signup form to your website
visitors you should put the signup form or a link to the signup form on every
page of your website not just the home page because you never know where
someone will enter your website or exit your website the second way to collect
email addresses is to collect email addresses from people in person when
someone calls your business on the phone ask if he or she would like to join the
email list to receive information about the topic of the call when you attend
networking events or trade shows and when you meet people for appointments
ask everyone to join your email list I call it the 5-foot rule if someone is
within 5 feet of you ask for his or her email address thirdly all printed
marketing materials should describe a way to join your email list you can
provide a signup form by asking people to write their information directly on
the form and you can use printed advertising to promote other methods of
joining which brings me to the fourth way to collect email addresses mobile
devices you can ask people to scan a mobile barcode you can also ask people
to text their email address to join and you can provide mobile signup forms that
can be filled out on a smartphone or a tablet device you can use mobile devices
for collecting addresses in person as well simply hand your device to someone
so he or she can fill out a form on the screen the fifth way to collect email
addresses is through social media networks
place sign up links to your email signup form on all social media sites you own
and promote your email list in your social posts some social sites such as
Facebook allow application plugins so you can embed forms directly into your
page remember that an email address is more effective when you combine it with
other information you may want to collect a first name for personalizing
your emails or a zip code for targeting local offers but don’t ask
for too much information the first time you sign up or you’ll reduce signups you
can also ask for additional information once you’ve established a relationship
of trust with the members of your email list collecting email addresses and
other personal information isn’t always easy so stay tuned for the next section
of the course where I show you how to create incentives to help you increase
the number of email list signups you get it’s a common misconception that people
aren’t willing to share their email addresses actually they are willing to
share you just have to communicate the value
of your email list effectively the idea is to exchange value for information the
more valuable your emails the more people will sign up to receive that
value now there are three basic ways you can maximise the value of subscribing to
your email list the first way is to make the information you put in your emails
valuable in and of itself for example a consultant could offer free advice via
his or her email newsletter you can also give your subscribers immediate
incentives for joining the email list immediate incentives are usually
provided to subscribers in the form of an automated email sent to the email
address used for the subscription use your automated emails to send a coupon
or discount a valuable download access to a special video a free product or
service or anything else that has immediate benefit to the new subscriber
for the best results offer something related to your products or services as
opposed to offering a free gift unrelated to your core business that way
you’ll gain a prospect who is just as interested in what your business is as
what you’re giving away for example a restaurant could offer a free dessert to
anyone who joins the email list by sending a coupon to everyone who
subscribes in addition to immediate incentives you can also offer the same
benefits in the future the benefit of future incentives is the fact that you
can send new subscribers a few emails before they receive the incentive in the
next section of the course I’m going to show you how to design an effective
marketing email so that your content and your incentives look good function
properly and represent your business as professionally as possible when marketers refer to the format of an
email it means that the layout the content and the purpose of a particular
email work together visually and functionally as a unit for example a
newsletter is an email format so is a promotion an event invitation and a
holiday greeting this section of the course explains the email formats that
you can choose from to run a successful email marketing strategy it’s important
to use a variety of email formats in your strategy for two reasons first
people respond to different formats in different ways for example many people
wait to read an email that looks like a newsletter while in an email that looks
like an urgent announcement is more likely to get an immediate attention
while getting immediate attention from every email might sound like a good
strategy the reality is that urgency wears off if you use the same email
formats for all your communications which brings me to the second reason to
use a variety of formats you need as many formats as you have reasons to
communicate for example if you send promotions event invitations news
information greetings and appointment confirmations you should utilize enough
email formats to appropriately categorize your information into logical
groupings now here are the most popular email formats and some tips for making
them effective email newsletters are typically focused on information rather
than promotion newsletters can have columns to give them the appearance of a
paper newsletter and they’re great for sending loosely related information in a
single email newsletters also should have a periodic frequency such as weekly
or monthly rather than an event or date driven frequency for best results
minimize the amount of promotional content in your email newsletters no
more than 20% of your email newsletter content should contain promotions if you
need to promote more than that use a promotional email format
promotional emails should focus on a single promotion such as a single
product a group of related products or a theme such as a sale promotional emails
are usually date driven or they’re triggered by
cific actions such as a recent purchase or an inquiry when using promotional
emails it’s best to put some but not all of the details about the promotion in
the email itself put the rest of the details on a website to invite a click
so that you know how many people were interested in learning more about the
promotion another type of promotion is an event
invitation event invitations can focus on one event or a series of events
events are highly date driven and usually require a series of emails in
similar formats to get a good overall response
make sure you plan out your event invitations on a calendar to avoid over
communicating an email announcement is a format that’s sent when no specific
response is expected on the part of the recipient examples include greetings
thank you messages press releases and order confirmations send these email
formats when you want to focus on relationship building as opposed to
generating immediate sales or leads sometimes it’s nice to receive an email
that doesn’t ask you to do anything email formats are most effective when
your email designs and layouts are a good match for the format’s you choose
that’s the topic of our next two sections branding your emails and
creating effective layouts you need to pay attention to the way
your emails look because your audience pays attention or not depending on the
design choices you make in each email the first rule of email design is to
make sure your email designs are a good match with your other marketing media
for example when someone visits your website and signs up for your email list
they might not recognize your emails if they look completely different from your
website to ensure a good match between your email designs and your other
marketing designs follow these guidelines include your logo and all
your emails use colors that match your logo for backgrounds borders and fonts
and when you send a promotion that suggests the use of colors outside your
brand such as running a Halloween promotion with black and orange just
make sure to work the promotional colors into your brand instead of replacing
your brand with the promotion also use the same type of images in all your
emails for example there’s a big difference between the look of stock
photography and the look of graphics and clipart choose the image type that fits
the personality of your business and then stick to it when choosing email
designs it’s important to brand each type of email format consistently for
example make sure your e-mail newsletter looks similar but not identical to your
email promotions that way people will recognize your brand and the purpose of
each email one of the best ways to ensure brand consistency with all your
emails is to design your emails based on similar looking email templates
what’s an email template that’s the topic of our next section laying out your content in an email
usually requires building tables in HTML and using cascading style sheets or CSS
to tell your recipients computer how to display your content if you’re not
interested in programming your own layouts you can use pre-designed email
templates that are ready to receive your text images links and other content
email templates are available from email marketing providers many providers
include templates that are ready to use as is as well as templates that can be
highly customized without any knowledge of HTML content that draws the eye to a
specific section of your email are called visual anchors because the
content acts like an anchor that causes the eyes to stop on that content while
scanning through the email visual anchors include the following types of
content images headlines links icons divider lines background colors and
borders when laying out your content the most important content should reside in
the upper left quadrant of your email because most people start scanning an
email in the upper left also most mobile devices display emails beginning with
the upper left if the whole email doesn’t fit on the screen one word of
caution it’s important not to place too many visual anchors in all four
quadrants doing so makes your email difficult to scan because the eyes can’t
decide what is the most important section of the email organizing your
content into columns is another great way to make your email easy to scan and
columns make it easy to organize related groups of content so your audience can
scan each column as if it’s a mini version of your email there are three
basic choices for laying out columns effectively in your email you can use
columns of equal width to avoid emphasizing the content in one column
over the other you can put a narrow column on the left side of your email to
emphasize the content in a larger column to the right you can also put a narrow
column on the right side of your email to emphasize the content in a larger
column to the left if you feel like you have so much content in the single email
that you need to organize your content into more than two columns you may want
to consider breaking up your content into multiple shorter emails
and sending with a higher frequency that way your emails won’t be so daunting
when your subscribers receive them speaking of email content the next few
sections of the course show you how to make your content valuable and effective
by including links information offers and a call to action a good test of an effective marketing
email is whether or not the email generates immediate sales or moves
people closer to a purchase decision in short your email should invite action
and decision-making actions and emails usually involve clicking on links which
may include text links images buttons and other graphics this section of the
course explains how to get the most out of the links in your emails email links
come in two varieties external web links and internal navigation links external
links open up a browser window so the person who clicks on the link is
directed to a web page you can also create links to files stored on a server
and links can open up an email program installed on your subscribers computer
emails received on a mobile device could also interpret a phone number or an
address as a link phone numbers in the text of your email dial the phone number
when touched and addresses can automatically link to an online map or a
map application there’s no need to program these types of links mobile
devices can detect them automatically internal links also known as anchor
links point to content within the email use internal links to help the person
reading your emails to skip to content below the screen from the top of the
email and to skip back to the top of the email from the bottom you can also use
groups of internal links like a table of contents to list the articles or
sections of your email and allow someone to quickly jump to that section of your
email without scrolling when creating text links the best practice is to avoid
using the phrase click here as the link instead use an action word or a phrase
as the link for example a link to add an item to an online shopping cart should
say buy this item instead of to buy this item click here the more descriptive you
can make your text links the better chance you have of inviting a click for
example a link that reads more information isn’t as descriptive as a
link that reads download the 50 page catalog when creating image links the
best practice is to include some text in the image inviting the click and
explaining what the image link points to some images are intuitive as links so
text isn’t necessary examples include pictures of products
that link to more information about the product company logos pointing to the
homepage of a website audio icons such as a play button that looks like a
speaker or screenshots of videos pointing to a streaming video file
speaking of videos and other files use links to deliver files and videos to
your email subscribers never attach videos pictures documents or other files
to your emails because email filters and blockers are notorious for stripping
attachments bouncing emails with attachments and filtering emails with
attachments to a junk folder creating links including them in your email is an
important step toward making your emails actionable but links all by themselves
won’t be too inviting to your email subscribers that’s why the next section
of the course shows you how to include valuable and relevant email content to
go along with the links in your emails the information you send in an email has
to be valuable on a consistent basis or your subscribers will quickly become
unsubscribers while it’s great descent offers an incentives to make your emails
more valuable some of your email content needs to be inherently valuable as well
that’s because typically only a small portion of your prospects and customers
are ready to buy when they receive one of your emails if you limit your email
content to promotions and offers your emails will be irrelevant to the
majority of subscribers now here’s some examples of content that can add to the
inherent value of your emails information about products services or
your company can be valuable especially for new prospects or people who are
interested in learning about new products or the latest trends tips and
advice can be valuable if buying your products and services involve research
expertise or sound reasoning tips and advice can come from you or your
employees or you can feature tips and advice from your satisfied customers or
product suppliers instructions and directions can tell your customers how
to get the most out of your products or services before a sale and after a sale
instructions and directions can also help your customers feel smarter about
the purchases they make entertaining content can include humor engaging
stories and even professional performances if you use entertaining
content make sure it has something to do with buying your products and services
otherwise your email subscribers won’t be as likely to recall your brand as the
source of the content facts and research are a good idea when your audience needs
more than an opinion to make a purchase decision coming up with valuable content
can be handled in-house or through external sources such as copywriters and
agencies if you decide to use content from other sources in your emails always
ask for written permission so you don’t violate any copyright laws assume all
content is copyright protected and consult a licensed attorney if you
aren’t sure if you have permission to use someone else’s content hopefully the
information in this section has been valuable to you because now it’s time to
explore all of the ways to include valuable offers in your emails to help
turn your readers into buyers in this section of the course I
explained which types of valuable offers to send to your email subscribers
valuable offers are incentives that help to overcome purchase hesitation and
decision avoidance the first rule of valuable offers is to know your
customers because different groups of people may respond differently to the
same offers for example some people love to know about a discounted product
because they like to save money however some people associate the word discount
with words like discontinued cheap or out of style these two groups of people
require very different offers the former may respond positively to an email
announcing a sale while the latter is more likely to value an email announcing
a sneak preview of the newest and most expensive product line for the best
results conduct a survey or watch your email tracking reports to discover what
your subscribers value then divide your email list into groups based on the
types of offers that motivate each group here are some of the best forms of
valuable offers for emails along with some advice for matching the incentive
to the type of buyer coupons included in an email can be printed out or shown on
a mobile device for in-store redemption or link to an item in an online store
use coupons when your prospects or customers want to be rewarded with
prices that aren’t available to the general public to add a personal touch
to your email coupons use a mail merge to include your subscribers name on the
coupon giveaways are free products or services offered in exchange for
information or a purchase use giveaways in combination with another product
purchase when you want to offer more value without discounting the value of
the featured product for example if a car dealer offered a car at 50% off
people might wonder what’s wrong with the car if however the car was offered
at full price with a giveaway worth 50% of the value of the car the same value
is perceived without discounting the car if you decide to offer giveaways make
sure to check your local laws to make sure your giveaway doesn’t qualify as a
sweepstakes contest or lottery if it does you’ll need to comply with local
laws for these types of promotions lost leaders are another form of giveaway a
loss leader is a promotional price that results in a law
to the business when the products is purchased why would you offer a product
in an email at a price that loses money because you want to acquire a new
customer with an extremely low price so you can realize profits through repeat
sales generated by additional emails after the initial loss leader purchase
use loss leaders when you want to attract new customers to your business
and away from the competition once you have an offer that gets people to
respond it’s time to help them take the next step by suggesting one or more
actions that’s called a call to action and it’s the subject of our next movie a call to action is a statement that
prompts your audience to take one or more specific actions in favor of your
objectives calling for action isn’t as simple as including a phone number in
your emails we’re giving people lots of links to click on you need to give
people a few hints so they know exactly what you want them to do
contrary to what you see in a lot of emails click here is not the best way to
call for action in an email instead of click here begin your call to action
with a word that describes the action examples include visit call download
read or print you can turn your call to action statements into links or combine
them with phone numbers or specific instructions to make the next steps as
clear as possible sometimes the main reason to call for action is to ask for
an immediate purchase but there are lots of other reasons to include a call to
action in your email for example you can use a call to action to ask people to
read your email by beginning your email with a statement like read this email
before you buy online you can also use a call to action to highlight a specific
portion of your email as in the statement scroll down for a valuable
coupon sometimes it’s appropriate to ask people to save your email for later
instead of deleting it if they aren’t ready to take advantage of an offer in
your email you can also ask people to show the email by printing it out or
showing the email on a mobile device and don’t forget to ask people to share your
email with a friend or colleague when they find the content to be of value to
someone they care about you may decide to focus on one call to action in your
email but sometimes including multiple calls to action in one email can
actually increase the number of responses you get one of the best ways
to increase response is using multiple calls to action is to ask for three
different levels of commitment from your readers for example a chocolate company
might send an email promoting a new gift basket with the following three calls to
action order this gift basket today download our gift basket catalog and
like this gift basket on Facebook each of these calls to action result in a
positive action but two of them are still options even if the person reading
the email isn’t interested in making a purchase right away
of course every email requires the act of opening the email in the first place
next I’ll show you how to get more emails opened by including a familiar
from line your subject line is the part of your
email that prompts your recipients to hopefully open your email and start
reading immediately subject lines get cut off after about 40 or 50 characters
so the best way to utilize the subject line in an email is to describe the
immediate benefit of opening your email with the fewest words possible subject
lines such as July newsletter or news from ABC company may be too generic and
they’re not strong enough to prompt an immediate open instead of generic words
choose value words for your subject lines value words or words or phrases
that describe the benefit your readers will receive by opening the email here
are a few examples if the benefit of your email is financial savings you can
use the word savings as the value word in your subject line as in over fifty
dollars in savings in this email if the benefit of your email is valuable
information you should use words in your subject line that describe the immediate
benefit of reading your information for example if your information helps
someone to compare the competition your subject line may read compare the
competition in under two minutes if the benefit of opening your emails is
basically the same in a series of emails you can work off of a theme by creating
a brand for your emails and including that brand name as the subject line for
example instead of using the word newsletter in the subject line for every
newsletter you send you can create a name for your newsletter such as smart
shopper weekly if you’re a retail store or 5-minute sales tips if you offer
sales consulting coming up with good subject lines consistently isn’t easy if
you’re unsure about whether a particular idea for a subject line will work try
testing one idea for a subject line against another idea using a small
sample of your email list remember also to avoid subject lines that look like
spam using all capital letters excessive punctuation or extreme urgency
can be off-putting and cause spam complaints take a few minutes to
periodically check your own junk or spam folder to see what the spammers are
using in their subject lines and then avoid copying their techniques
I hope this section of the course helps you to create a lot of profitable
subject lines for many emails to come and now it’s time to move on to
deepening your relationships with the people who open your emails by adding
social media features to your emails email isn’t delivered a hundred percent
of the time but undelivered email isn’t necessarily void of opportunity this
section of the course shows you how to deal with bounced and blocked emails so
you can turn as many negative results into future positives bounced and
blocked emails are returned to the emails sender’s email address with code
that tells you why the email is blocked or bounced of course email servers don’t
exactly have a way with words so I recommend using an email service
provider that can categorize your bounced and blocked emails into reports
that are easier for humans to interpret bounce reports show you which emails
bounced and why they bounced so that you can take the appropriate action emails
that are permanently undeliverable are called hard bounces a hard bounce means
that the email address does not exist so it’s either misspelled the email
address has been changed or it’s been abandoned by the owner when you see a
hard bounce on your bounce report you should either contact your subscribers
via another method to obtain a new email address or simply delete them from your
database when your email bounce report shows an email return as mailbox full
temporarily undeliverable or blocked these situations are known as soft
bounces soft bounces may be temporary or permanent so check your bounced report
to see how often a particular email is bouncing if you notice three or more
consecutive soft bounces for an email address you should treat it just like a
hard bounce if you notice irregular soft bounces you can try resetting your email
at a later date remember the best way to reduce blocked
emails is to make sure your email list stays up to date in the first place send
an email once every three months or so reminding your subscribers to notify you
or update their subscription profile if they change email addresses that way you
have a better chance of catching some of the email address changes before they
show up on a bounce report another preventative measure is avoiding email
filters that deliver your email to junk and spam folders instead of bouncing the
emails back as undeliverable in the next section of the course I show you how to
reduce filtered email and get more email delivered to inboxes in this section of the course I
explained email filters and how to avoid them as often as possible actually email
filters aren’t always negative some people set up filters to sort emails
into different folders to keep their emails organized the filters you want to
avoid are the types that sort a mails into a junk or spam folder some junk
filters are set by users who want to block attachments profanity or specific
senders but most filters are set by email companies that want to protect
their customers from malicious content spam and other unwanted emails to steer
clear of as many automatic spam filters as possible you should first check your
email content for anything that shares the characteristics of a typical spam
email examples include subject lines with all capital letters attachments and
profanity or certain words that are common in spam emails spam emails and
legitimate emails often share similar characteristics so I recommend using an
email service provider with a spam check feature that scans the content of your
email for spam like content if you don’t use an email service provider with a
spam check feature check your junk or spam folder once in a while to see what
techniques the spammers are using to get their emails delivered and then avoid
copying those tactics in your own emails avoiding spam like content is an
important part of avoiding filters but it’s even more important to make sure
you establish a good sender reputation with email companies like Yahoo Gmail
Hotmail and AOL your sender reputation is made up of three things the length of
time you’ve been sending email from a particular server the number of emails
you’ve sent from a particular server and the number of spam complaints you’ve
received from your subscribers one of the best ways to make sure your sender
reputation is well established is to use a well established email service
provider to send your emails on your behalf email service providers with
established reputations have earned their reputations through close working
relationships with the email companies and by sending high volumes of emails to
permission based lists when you sign up for an email service
you also sign up to adhere to their best practices and permission policies so
make sure your email list is permission based and compliant with all of the
email service providers policies before you sign up and pay for a subscription
or a software package now that you know a bit more about maximizing your email
delivery it’s time to take a look at maximizing the responses you receive
from your emails namely opens and click-through responses email marketing doesn’t end when your
email gets delivered in fact that’s when things really start to get interesting
in this section of the course I explained how to know who is opening and
clicking on your emails and how to use the data to improve your email marketing
results email tracking requires some serious HTML programming or you can just
use an email marketing provider with built in tracking and reporting to show
you who’s opening and clicking on your emails once you have tracking
capabilities in your emails you need to understand what it means when your
reports show opens and clicks an opened email according to an email tracking
report means that the person who received the email enabled the images in
the email to display or clicked a link in the email no images no open counted
on the tracking report this is important to understand because a lot of people
read emails without enabling the images or clicking on any links use your open
rate as a guide to see how many people were interested enough in a particular
email to enable the images or click a link and then assume the people who are
not listed in your open report noticed your email and just chose to scan the
email content without clicking or enabling any images when it comes to
your click report things are a lot more straightforward your click report shows
who clicked on which links and how many people clicked on each link your click
report gives you two great insights first clicks or indications of interest
on the part of your email subscribers for example if 20 people click on a link
to watch a video about dogs and 20 people click a link to watch a video
about cats you can determine which people are interested in dogs and which
are interested in cats that way the next series of emails you send can be
customized for either the dog people or the cat people second your click report
also tells you whether your email content is valuable and interesting to
your readers when people click to view a website read an article watch a video or
download a picture they are engaging and that helps them to remember your
business and your message when they’re ready to buy for this reason it’s a good
idea to leave some of your email content out of your email and linked it instead
that way you can tell who’s interested and who’s not
when analyzing your click reports it’s also a good idea to compare your email
data with your website visitor data if your email drives a lot of traffic to
your website but nobody takes any action from there it’s an indication that your
website content or your user experience may be in need of attention of course
clicks and opens aren’t the only email actions worth tracking it’s also
possible to track non click responses and I’ll cover those in the next movie email links that drive traffic to a
website can be tracked electronically but non click responses have to be
tracked with a little human interaction and creativity
here are some common non click responses that are worth tracking first it’s a
good idea to track in-store purchases resulting from your emails if you have a
physical store to track in-store purchases you can ask people to show
your email either by printing it out or showing it on a mobile device screen you
can also track in-store purchases by including a special promotion that isn’t
advertised anywhere except your emails that way when someone asks for the
special promotion you know the only way they found out about it was through one
of your emails including a special promotion also works well if you want to
track phone calls generated from your emails because you can attribute any
callers who mentioned the special offer to your emails you can take that concept
one step further by including a unique phone number in your emails so that
anyone who calls the number is identified as someone who received an
email another non click response worth tracking is event attendance of course
you can track event registrations electronically but sometimes it’s good
to know how many reminder and invitation emails contributed to increasing actual
physical attendance especially if your events are free in the case of events
you can use your emails as tickets and you can ask people to show or print the
emails for admission or you can include offers in your reminder emails that
people can show or mention at the door if the fact that tracking non click
responses requires some manual intervention has you worried about
spending too much time don’t worry the next section of the course shows you how
to automate the most mundane components of your email marketing program so you
have more time to keep track of all those happy customer interactions you

4 thoughts on “email marketing step-by-step

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