How Email Marketing is fitting into our marketing strategy

Andrew Hardman

Andrew Hardman is the MD & founder of MyMarketology (providing online marketing courses for digital marketeers) and loves to solve business problems and bike.

Last week my blog post spoke about the changes that we’ve had to make to our marketing strategy and how we are always looking to improve our work and results.

This week I wanted to share with you how we are using email marketing to support our marketing activity.

I think that email marketing is the central hub of digital marketing and that your business can’t be a success unless it is part of your marketing strategy.

Email is still producing results that other channels are struggling to keep up with: according to SmartInsights, across all industries, the average results for UK SME email marketing campaigns were:

– Open rate: 24.79% (2016: 24.88%)
– Click-through rate: 4.19% (3.42%)
– Unsubscription rate: 0.49% (0.52%)
– Click-to-open rate: 11.88% (10.88%)
– Unsubscribe-to-open rate: 2.59% (2.72%)

This shows that the CTRs from email are much higher than for other marketing channels, such as Facebook (0.90% – Wordstream), Display network ads (0.05% – SmartInsights) and search network ads/ PPC (0.35% – Wordstream).

Email is obviously still very important and when you get it right, it can overshadow the other marketing channels that you use.

Another advantage to email marketing is the fact that it is permission based and your list of contacts is yours.

Think about Facebook for a moment – what would happen to all of your followers, likes and shares if Facebook shut your account down overnight?

You would lose them all, with no way of getting them back as they were. You would need to set up another account and start again. However, if you had the email addresses of your followers, you wouldn’t have to worry about that. You could still contact them personally to continue relationship building with them.

Our emails

Here is the first email that we sent out to introduce MyMarketology.

We were reasonably happy with the results that we got, but as we mentioned last week, we are always looking to improve.

Looking at this email critically, we felt that it was too large. There was a bit too much going on and we weren’t following our own best practice in keeping emails as short and concise as possible.

You may have seen this email yourself. If you did, what did you think of it? Leave a comment for us below.

Emails can’t sell anything or convert users by themselves. You need to get contacts to click through from the email to somewhere that can do that for you. It may be a website, a landing page, or a download page.

This means that your emails should only be used as “teasers” to prompt people to click through.
It looked like we’d moved away from that in the excitement of promoting our launch.

We decided that going forward our emails would be in a much shorter from and that we would only give the information that we needed for the purposes of that one email.

The rule “One email, One reason for sending it, One CTA” came into play with our email marketing.

This ensures that we aren’t trying to do too much with our emails. Contacts don’t want to be confused by long, drawn out email content.

They just want to know why you are sending it, what you are telling or offering them and then why they should be clicking through from your CTA or link. They need to see the benefits!

Here is an example of one of our updated email templates.

Do you think that the shorter, more concise form looks better from a user point of view?

Our email strategy

With the design amended, we then looked at our email strategy.

Initially we were just sharing our blog posts and raising awareness of our platform through email marketing.

We have now extended our strategy to include our webinar series. We are actively promoting our webinars through email to our current users, subscribers and prospects.

Here is what our first webinar email looked like:

You can see that the design is much clearer and that the reason for our email is straight to the point and benefits driven. There is no confusion as to what happens if the recipient clicks to register.

Anyone who registers to attend one of our webinars will also receive triggered emails to say thank you for registering, along with an email containing joining instructions and a webinar reminder later on down the line.

We are using marketing automation to make this an easier task. We know that every webinar is going to need the same communication flow to keep attendees updated and engaged, so automation made sense.

We are finding that this new approach to email is getting us better results for the time being, but are always going to be aware that we may need to make changes as we progress.

That’s it for this week. I hope that you have felt inspired to include email marketing to support your current marketing strategies.

I will see you again next week!

Andrew Hardman
Andrew Hardman is the MD & founder of MyMarketology (providing online marketing courses for digital marketeers) and loves to solve business problems and bike.

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