DISCOVER

Every movement begins with a moment.

Cracking the Code on Email Marketing

Posted 18 June 2015 9:00 AM by Rania Renno and Erin Blake

Email Marketing: Everyone does it, but do they do it right? How can organizations leverage email to build a strong, cohesive and insightful marketing ecosystem? I sat down with Moxie’s email expert, Erin Blake, to crack the email code and discover some tips, tricks and common challenges.

Q. How can email play a role in an organization’s marketing ecosystem?

A. Email sometimes gets a bad rap because it’s not as new or as “sexy” as, say, social marketing. But here’s the little secret that no one tells you: Email is one of the few channels where your customers specifically ask your company to communicate with them. With TV, print, radio, etc., you’re targeting people — based on data and insights — you believe are open to your brand. With email, you’re communicating with people you know are open to your brand. And when used properly, it can be a door through which you can guide your customers to your other platforms.

Q. What are the types of insights that an organization can gain through email?

A. Email is a particularly rich source of data. You can gain instant insights into what works and what doesn’t. You can see exactly what images or calls to actions grab customers’ attention and what messages bring in the most money. You can see when your customers are opening your messages and when you irritate them so much that they unsubscribe. Integrate your email program into your CRM program. Segment your subscriber’s data ten ways to Sunday to make sure you’re targeting the right consumer with the right message.

Q. When setting up a new email program, what is the most important thing to keep in mind?

A. The most important thing for anyone to keep in mind, be it their first or fifteenth year in email, is that it is the quality, not the quantity of your subscribers that matters. It’s much better to have a small yet highly engaged group of subscribers than to have a multimillion-subscriber base that never opens —much less clicks on — your emails. Grow your list and pay attention to the learnings you gain from every email you send. If people aren’t responding to a certain type of message, don’t keep sending it. If an offer only applies to a small subset of your subscriber base, only send it to those people. Don’t risk alienating your subscriber base on the premise of getting the word out to the most people possible. Send people relevant information at the right time, and your program will grow organically. And please — pretty please with an emphatic cherry on top — do not try and cut corners and buy a list!

Q. What is the biggest challenge of email?

A. Getting people to open your email is the biggest challenge. Inboxes are cluttered, so if you want your email to be opened, you better have a fantastic subject line and deliver content that your subscribers find valuable. Test constantly and tailor your messages to your subscriber base.

Q. What is email’s future? What role do you see it playing 10 years from now?

A. The future of email is a completely personalized experience. And I’m not talking about putting a name in a subject line — anyone can do that and it no longer impresses the consumer. I’m talking about a true, 1:1 messaging program. Batch and blast campaigns will largely be a thing of the past. Each subscriber’s customer journey will be nurtured through a series of triggered emails, which are designed to deliver a tailored message at exactly the right time.

Q. What is the biggest piece of advice you would give to an organization that is new to email marketing?

A. Did I already mention not buying a list? I did? Well it’s worth repeating: Do not waste your time or money purchasing a list. Instead, put the time and effort into cultivating your own list of highly engaged subscribers, and you’ll be much more successful in the long run.


Share:

Add your comment

 
 

 

Archive

Syndication

Tagcloud

#crisis #socialmediacrisis #socialmedia #digitalmarketing #socialmarketing #strategy #influencers #communication #pr #media #ideation #creation #content #planning #culture Snapchat Snap Inc. advertising marketing social media community management brand millennials authenticity Spectacles Wearables customer customer service Paid Media Podcasts Content Sponsored Ads Content Marketing #content #marketing #media #analytics #digitalmarketing #ideation #creation #production DecisionIQ strategy big data personalization Humanizeit Facebook Facebook Live Video Media Media Planning Data Intern Instagram Stories ftc guidelines social influencer social influencers social media influencers social media broadcasting live video Processing prototype prototyping user experience ux technology programming coding java ideas design visual arts mix reality mixed realities tutorial sketch Twitter Carousel Ads Ad Exchange Programmatic FBX Disney virtual reality projection mapping RFID Tumblr Voice Tone Axure wireframing UX software collaboration Measuring Usability UX Best Practices Designing User Journeys Stop counting clicks Designing for completion Designing for satisfaction Dieter Ram and User Experience Less is more Less but better Influencer Marketing learnability user interface user-created content gaming maker editor Super Mario Maker Nintendo digital media chat bots messaging mobile applications automation F8 Mark Zuckerberg Business F8 Conference Email office agency communication Slack Facebook at Work meetings productivity Wearable tech Healthcare Experience Patient Experience Service Design Strategy Creative Moxie VR Six Flags Six Flags Over Georgia theme parks Samsung Samsung Gear Samsung Galaxy VR headset Oculus Rift Playstation VR roller coasters Dare Devil Drive Websites Web dev development digital reactions emotion analytics dislike social metrics clicks Brands Consumers CPG Retail Consumer Marketing Consumer Insights Super Bowl Commercials Football Cultural Phenomenon Game adtech martec auto-responders automated marketing Experience Design Interaction Design Ecosystem iOS Healthkit Ad blocking Forbes Condé Nast GQ interactive media ad-light hashtags hashflags audience visual emojis campaign management 1-to-1 marketing omnichannel CES CES 2016 Oculus Sony PlayStation uSens HTC special mapping hand tracking games PetBot WonderWoof BowTie Pets OTT digital distribution Netflix Reed Hastings on-demand #yearahead #2016 #newyear #2016predictions #digitalstrategy #modernism user-generated content UGC Consumer Connection Integrated Marketing Manufacturers Accessibility usability engagement rate disability awareness creative process creativity fail fast hiring ideas imperfectionist perfectionist personnel progress test and learn fast casual restaurants social media campaigns QSR social strategies in-store promotions in-store social media promotions successful social media campaigns Logos Typography Branding #CPG #Retail #ConsumerInsights #CRM #ConsumerDirect #Seamless #OmniChannel #MoxieMakers #frontierism #intelligence #architecture insight moments Unit3C FutureX lab innovation open house Q&A UnitFilms 48in48 General Assembly Non-Profit Ponce City Market Branded design technical design style guide wireframes brand guidelines Consumer Products Interactive Marketing GIF social campaign modern marketing Cannes Lions new media pop culture meme Web Accessibility QA media buying mobile apps targeting wires Advertisers Apple Store EasyPay self-checkout app mobile payment Sporting Events Sitecore CMS delivery Content Marketing Strategy Brand Content Marketing Content Strategy Brand Content Strategy Social Content Strategy Cannes humanity what3words life saving dot Agency Partnership Agency Relationship Competitive Review Millennial Marketers email marketing omni-channel digital marketing esp email service provider process WCAG 2016 Planning Connected Omni AR Commerce Social Innovation Create Content Strategy OMMA MediaPost Internet Week TV & Video Media Planners Creative Conundrum real-time scalability Customization smartphone loyalty advocacy live streaming content democracy Open Source Node.js Cheerio Handlebars Hyperquext MongoDB Atlassian Stash PhantomJS Shopping On-demand economy Sharing economy Everything on demand Instant delivery iPhone App Amazon Now Build Automation DevOps Native Advertising Machina Forrester SXSW Machine Learning Data Streams Web search results Data Platforms ROI Instagram Purchase Behavior Like Content Consumer Channel Role and Purpose ExactTarget Salesforce Cloud Responsys Oracle Silverpop IBM Agency Culture Innovation and Technology Client Relationships Platform Partnerships Ever-evolving Digital Age geo-fencing tablet Android second-screen Austin FOMO Meerkat scaleable vector graphics Flash animation interactivity code browsers uber-savvy consumers integrated digital-connectedness Valentine's Über Bloom that Open Table Waze marketing research google music art sports illustration sculpture food green entertainment movies photography real time marketing cheat sheet smart homes vine print 3d printing street art painting fashion influencer movie billboard outdoor mobile wallet toys film halloween history space films cars anniversary
×

PLEASE PROVIDE YOUR INFORMATION
TO DOWNLOAD THE PAPER.

Error: All fields are required.
×
THANK YOU.
YOUR DOWNLOAD IS NOW AVAILABLE.