Email Marketing
Email marketing can be broadly divided into two groups: Acquisition email and House email. Acquisition email is the use of other peoples email lists to drive new customers. This can be done through insertion into someone else's newsletter or through a dedicated email blast that just touts your product. House email is the process of developing your own list of names of people that want to receive information from you on a regular basis.
Your house email list will become one of the most important information assets you possess - treat it with love and respect!
Acquisition email marketing has become more difficult with the proliferation of spammers, spam filters and the amount of email being delivered.
House Email Questions to Consider:
- Why would someone want to sign-up for my newsletter? What's in it for them?
- How can I guarantee that they won't get spam? How will they trust me?
- What incentives work for getting people to opt-in to my list?
- Should I force users to create an account when buying from me? Is the trade-off in additional steps in the order path worth having the names on a list?
- Should I use opt-in, opt-out or double opt-in? What the heck does double opt-in mean?
- What system should I use to manage the names database, subscription and un-subscribe process?
- How can I ensure that my emails will get through to the recipient (also known as deliverability)?
- How can I measure the success of the newsletter?
- Do I have the best subject line, from address or domain associated with the newsletter for maximum response?
- Should I sell advertising in my newsletter?
- How often should I send the newsletter?
- Should I have multiple versions of the newsletter?
Acquisition Email Questions to Consider:
- Do I have the tracking system in place to understand if this program will work or not?
- How much budget am I willing to spend as a test in this channel? Am I willing to spend this money and not have any results?
- Is my product or service appropriate for an acquisition email marketing campaign?
- Do I have a web media partner that is working well? Can I add-on insertion into their newsletter or do a dedicated email blast for my product/service?
- Should I use a list broker? What are the responsibilities associated with using this service?
- Who's terms and conditions (T&C's) should we use for the campaign? What do T&C's protect me from or not protect me from?
- Who sends the email? Am I renting a list or buying to opportunity to mail once to someone else's list?
Brand Digital runs both types of email programs for our clients and have experience testing, tracking and optimizing. Sign-up for one of our workshops to learn more about this channel and how to drive additional revenue from your website.