EMAIL MARKETING

Why Use Email Marketing?

Email marketing is one of the most

powerful marketing tools available for

communicating and developing

relationships. But, email marketing can

only be that powerful when it’s done

well.

Email marketing provides useful

opportunities that other digital marketing

platforms do not have. This paper will

guide through the best practices for

email campaigns so that you can get

the most out of your email marketing.

Segmenting Your List

One example of a unique email

marketing opportunity is the ability to

specifically target different customers

based on their buying persona and their

stage in the buy cycle. You can do this

by segmenting your list and writing to each

segment.

This starts with the email list, if you buy or rent a

list of emails, you will need to take a few steps to

segment the customers into their personas and

buying cycle stage.

First, you will need to track what each customer

is interested in, this will tell you what they buying

persona is; competitive, methodical, humanistic

or spontaneous.

Once they are segmented that way, you can

segment each persona into the stages of the

buying cycle; awareness, consideration,

purchase. You can do this by tracking their

website movements as well.

If you already have collected a list of email

contacts through your website, you will want to

track which key words brought them to the

website, that will lead you to their buying persona

and stage in the buying cycle.

Once your email list is segmented, you can

specifically target each group based on their

persona and buy cycle stage. This will allow you

to personalize the emails and get better results

from you email campaign.

You will not be driving potential customers away

by offering coupons when they are not ready to

buy, or suggesting items after they have

already made a purchase. At the same

time, you will be able to convert more

customers by offering them value for

their specific stage and persona.

It is important to speak to the customer

in their persona language, for example

competitive personas will want to hear

about what your business can do for

them, while humanistic personas will be

more interested in who you are and the

history of your company.

Writing Your Email Content

Writing the content for your email

marketing campaign is very important in

order to get customers to open and

read the email.

The tactic for a successful email is to

always be selling the next step. The

subject should be enticing enough to

get the reader to open the email instead of

deleting it. Once that is accomplished, the first

paragraph should keep them interested enough

to read the second paragraph, and so on.

Lastly, a clear and obvious call to action should

be there. This can take the user to a landing page

offering free shipping, discounts, new products, a

free trial, etc. The landing page is also very

important in email marketing.

Landing Pages

Landing pages are a great tool for conversion, by

taking customers from your email to a landing

page, you offer them the opportunity to finish

their task right there instead of navigating your

entire site on their own.

The most important thing to remember when

creating a landing page is that it should be laser-

focused, and only ask the user to do one thing.

There should only be one call to action, and it

should be blatantly obvious to the user.

If you have multiple goals, you should create

multiple campaigns, and not try to achieve all

goals in a single campaign. For example if you

want customers ‘like’ your business on

Facebook, you create an email campaign asking

contacts to visit your Facebook page. If you

would also like your contacts to use a coupon for

free shipping, you should create a

separate email campaign.

Landing pages are an excellent tool for

converting traffic, if you use them

correctly. When creating a landing page,

keep in mind that it needs to be relevant,

offer value to the visitor and have a clear

call to action.

Email Marketing Campaigns

Due to the unique customizability of

email marketing, it is a very important

part of any business’s marketing

campaign. Now that you know how to

segment your list and write you email

content, you have to create an email

marketing campaign.

The first step to creating a campaign is

choosing your goal. This will turn into

your call to action. You should choose a

goal that is beneficial to your company,

like getting more people to ‘like’ your

Facebook page. Or getting business

contact to connect with you on Linkedin.

Once you have a goal, you need decide

what you can offer your contacts that is

valuable to them. This will vary based on

the buyer’s persona and their stage in the buying

cycle. So, for example, with Facebook you can

offer exclusive coupon codes to your fans, or

offer to keep them updated on new inventory and

specials.

The next step is to write the content for the email

and the landing page, you will need to tweak

each segment’s email to fit their persona and

stage in the buying cycle.

The last step is to send the email out to the

various segmented lists. You can then record

conversion rates with your landing page.

About 3Sixty Interactive

3Sixty Interactive is a professional agency with

over ten years of experience in the digital world.

They offer a variety of digital marketing solutions

that include search engine optimization, digital

advertising, email marketing, social media,

customized strategy reports, analytics and

maintenance of your marketing plan.

Learn more about 3Sixty Interactive at www.

3sixtyinteractive.com or by calling us at

1-877-43Sixty.