IQ-Magazine-Issue-14
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IQ-Magazine-Issue-14

iqbusinessmagazine
from iqbusinessmagazine More from this publisher
22.12.2015 Views

IQ marketing email marketing work for you 10 strategies to make With more investment going into digital marketing than ever before, Marketing manager at Cubiqdesign, Emma Ward tells us why she thinks it’s time to embrace email and get ready to see a return on investment. issue 14 | page 32

IQ marketing It may come as a surprise to learn that marketers love email. Last year over 68% of us cited email as a channel that provided good or excellent tangible results. Yes, it’s true…email marketing can be terrible, and with more than one in twelve of us getting over 100 emails a day, it’s easy to be speedily directed into the junk folder. But for all its well-known faults, it can yield serious results when done well. 1. What do you want to get out of it? You need to set some objectives if you’re going to be successful. Establishing targets will shape what you need to create, and will stop you from sending generic updates to your customers about how Tracy from HR ran into Gary Barlow at the South Mimms services (yes, that’s happened). 2. Sign up to an email marketing provider If you’ve been using Outlook to send marketing emails to your customers, you should stop. Today. Outlook isn’t designed for bulk activity and as a result, your IP address could be blacklisted. It also means your emails probably look rubbish, and you also have no idea who is receiving your emails, opening them or clicking through to your website. By signing up to an email marketing provider (like MailChimp or Campaign Monitor), you solve all of these problems. 3. Split your data One of the best things about email marketing is the ability to be personal. You can segment your email data by customer type/location/frequency of purchase…or anything else that might help you meet your objectives. Make sure you’re only using data where people have opted in to receiving emails from you, and that your list is clean and up to date. 4. Share great content Once you’ve segmented your data, you can create a content plan around what will interest your target audience groups. By thinking about this carefully, being led by your customers and your targets, you can create something people will respond to and act on. 5. Use a quality template If your email template isn’t right, it’s not going to make the impact you want. You can hire someone to design this for you, or you can build your own mobile-friendly template when using software like MailChimp. Your branding and contact details should be clearly displayed, paragraphs should be short and calls to action should be touch-friendly and really obvious. 6. Link to your site Sometimes people are tempted to cram all of their information into the copy of their email. By uploading this content to your website and including short snippets of text in your email with links back to the site, you’re keeping the email nice and short, as well as pointing traffic to specific areas on your website. 7. Preview and test Check what your email looks like on mobile devices before you send it out, click on the links and make sure someone else has had a read through to check all’s as it should be. You can do clever stuff with testing software nowadays. Visit us at iqmag.co.uk to learn more about A/B testing your emails. 8. Measure the impact Once you’ve sent your email, you get to see how many people are opening and clicking through to your site. This will tell you how engaging your database is finding your emails, which can help you improve the types of emails you send out in future. 9. Keep track of the data Once you’ve sent out a few emails, compare how they’re performing against each other. Keep track of this data and see if you can spot any trends that emerge over time. An email marketing provider will store this data for you, or you could use a spreadsheet and share the information with your colleagues. 10. Tweak and repeat If something hasn’t worked as well as you thought it might, don’t keep doing it and hope for a different outcome next time. Use the insights from the data to review and improve future emails and learn what works best for you. More Information www.cubiqdesign.co.uk issue 14 | page 33

<strong>IQ</strong> marketing<br />

email<br />

marketing<br />

work for you<br />

10 strategies to make<br />

With more investment going into digital marketing than ever before,<br />

Marketing manager at Cubiqdesign, Emma Ward tells us why she thinks it’s<br />

time to embrace email and get ready to see a return on investment.<br />

issue <strong>14</strong> | page 32

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