DIGITAL MARKETING

UNIT-4
Email Marketing
• Unit IV: E-Mail Marketing
• Getting Started- email marketing plan, various types of
email communications. Elements of Marketing Emails-
advantages of the different text formats (HTML or Plain
Text), components for your marketing emails. Email
Contents. Email Marketing Plan. Build your Email List.
Choosing your Email Platform. Learn about quality email
providers. Measuring your Email Campaign’s Success.
• EMAIL-MARKETING
• Creating an email marketing strategy involves having a system for
determining how often to send emails, what kind of content to create,
and who to send it to. It's important to go step-by-step through the process
rather than skip ahead to the content creation step.

• It's also referred to as an email marketing platform, email marketing tool,

email marketing service, or email marketing software
 TYPES OF EMAIL MARKETING
• Confirmation emails
• First email a new subscriber or customer will receive, welcome emails are
incredibly important. A welcome email may be a one-off confirmation of
subscription (in the case of a newsletter subscriber, for example) or a series
of emails that educates a new customer or subscriber to your marketing list
about your brand and answers some FAQs.

• Transactional email
• From purchase confirmations to delivery notifications, webinar registration
confirmations to login reminders, transactional emails are automated, one-to-
one emails that are triggered by specific customer actions.

• Lead nurturing email

• Lead nurturing emails are usually sent after a new lead signs up to your
marketing email database, or takes a specific action on a landing page, like
downloading an ebook or using a gated tool.
• Newsletter
• Newsletters are the most predictable of all your newsletter types. They are sent at
a regular cadence, to a specific list of people who have opted in, and are likely to
stick to a similar template.

• Post purchase email

• The post-purchase flow is better known as the onboarding email journey. In this
series of emails, company wants to guide, new user through a series of product
actions to help them get accustomed to its product and lead them to value
realization.

• Product update mails

• A product update wrap-up each week or month, in addition to the occasional
dedicated product announcement for major releases or hotly-demanded features.
• Product update emails should focus on the why, the what, and the how. Why did
you launch this product or feature now? What exactly is it? And how can your
customers use it?
• Seasonal/Promotional emails
• Seasonal emails refer to all those emails that are sent once a year on a dedicated
day. Think Mother’s or Father’s Day, Thanksgiving, Holidays, the start of summer, or
back to school. Promotional emails are all about dedicated sales periods. Seasonal
and promotional emails are likely to be light on text, and heavy on promotion.

• Invitation email
• It is an invitation to participate in a new loyalty program, beta test, or product test
program, invitations should be sent to a considered and relevant list of
subscribers. In an invitation email, company wants to design a visually-appealing
email that clearly and quickly communicates the essentials like:
• What is the event or program?
• When does it take place?
• Why should this subscriber attend or participate?
• How do they register?
• What happens after they register? (set expectations around confirmation emails,
when they will receive more information, etc.)
• Co-marketing emails
• Co-marketing emails will likely be a fairly infrequent email type on company’s
calendar. They occur only when companies are running events, sweepstakes,
integrations, or other promotions with another brand or brands, with the
obvious draw card being you can leverage your partner’s audience to
increase reach.

• Re-engagement email
• A re-engagement email or series of emails will help bring them back into your
world. In some cases, it may nudge them to unsubscribe, but that isn’t
necessarily a bad thing. To maintain good email deliverability, a smaller list of
subscribers who are engaged will send better signals to mailbox providers
than a huge list of subscribers who do not engage with your content.
• Cart- abundant emails
• Abandoned carts are, unfortunately, just part of doing business online. They
are so common that customers have almost come to expect a cart
abandonment email reminding them what they left behind. Your cart
abandonment email falls into a similar category as transactional emails
• Review and Feedback email
• Feedback, both positive and negative, is priceless. You can act on negative
feedback to stop a customer from churning and fix a problem in your user
experience or product offering, or use positive reviews as social proof to win
more customers.
• Review and feedback emails take many different shapes, including:
• Feedback forms (check out this list of customer feedback tools)
• NPS surveys
 DIFFERENT TEXTS
• What is plain text?
• Plain text is a type of email that contains only text. It doesn't feature special
graphics or formatting enhancements. Plain text emails use a universal text
code called the American Standard Code for Information Interchange (ASCII).
• What is HTML?
• HTML stands for Hypertext Markup Language, a coded language that allows
for images, colors, formatting and even multimedia within an email. HTML is a
more recent feature for email than ASCII, but it has grown in popularity, and
most modern email clients support the format. Organizations and marketing
professionals may use HTML emails for more effective messaging and sales.
Advantages of Plain text
• Accessibility
• Because recipients can easily understand a well-written email, most
plain text emails offer more accessibility to those reading them than
HTML emails. Plain text emails also offer few distractions from the
intended message of the email. Email readers can convert plain text
emails into spoken words for those with sight impairments,
increasing their accessibility.
• Filtering
• Email clients filter plain text emails away from a recipient's inbox
much less often than they filter HTML emails. Because of this, the
client might misinterpret the intention of an HTML email and
accidentally filter it in a way that prevents the recipient from receiving
it. However, since plain text filters out less often, including a plain
text version of the email within the HTML version can help increase
the chances of your recipients receiving their email as intended.
• Creation time
• Plain text emails require no coding and little arranging. Since
they only contain simple text, creating a plain text email can
take less time than crafting one in HTML. This can save you
time when meeting deadlines or multitasking while completing
tasks for your campaign.

• Perception
• Emails composed only of text can often feel more
conversational. Because of this, some readers perceive plain
text emails as more personal than HTML emails. Plain text
emails are also more familiar since they closely resemble the
ones most users send to and receive from their friends and
family.
Advantages of HTML
• Flexibility
• HTML emails offer more options and tools than their plain text
counterparts. This helps you create many different designs for
email campaigns. You can even use HTML to create a hybrid
email, which looks like a plain text email but includes
formatting and clickable links.
• Analytics
• HTML emails offer the ability to track an email campaign's
success. This is because you can include specific links that
can offer you information about how many clicks your
campaign receives. In a plain text email campaign, tracking
results might rely on recipients self-reporting the email's
effectiveness or including coupon codes specific to those
emails.
Advantages of HTML
• Visual versatility
• Images and other graphics can deliver readers visual
communication about the product, such as what a product
looks like or a visual how-to guide. You can also use
formatting and color in your design to guide a reader's focus
toward important information, such as:
• Prices
• Product availability
• Calls to action
• Headlines
• Visual formatting also helps the reader scan the email for
the most important information improving the recipient's
personal experience.
Plain text VS HTML text
• Common uses
• The primary use of plain text emails is conveying information efficiently with
no distractions. This makes plain text well suited for personal emails and
straightforward conversations. A plain text email can eliminate any visual
clutter and offers a simple design with fewer formatting errors. Common
uses for plain text emails include:
• Business-to-business communication
• Client connections
• Customer service messages and conversations
• HTML can include images, links and text formatting. Businesses use these
emails to engage customers and potentially convert email reads into clicks
or sales. Common uses for HTML emails include:
• Advertisements
• Product promotions
• Sales links
• Business-to-consumer communications
• Universality
• Since plain text is the original standard for email, all email clients
can read, understand and interpret it. This means that when you
create an email in plain text, the recipient receives the email as
you intended it to look. Plain text can help you avoid formatting
issues. Not all email clients universally support HTML. Because of
this, the recipient's email experience depends on the client they
use to read it. Most popular email clients include at least some
HTML support, but the experience can differ from one client to the
next.
• Effects on email design
• Plain text allows for simple blocks of text. Because it doesn't support text
formatting, the email design can't include any bold, italics or underlines.
However, you can use plain text to create paragraphs. If your email design
includes highlighting a specific line of text, like a slogan or call to action, you
can make it its own paragraph to convey its importance to readers.
• HTML emails often resemble web pages since they can include most of the
features a webpage has. You can design these emails to match your brand's
aesthetic. Because you can include images and links, a typical business
HTML email might include the following in its design:
• Brand logo
• Advertising copy
• Image of the advertised product
• Call to action
• Link to product or brand webpage
• Direct link to the product purchasing page
 COMPONENTS OF EMAIL
• The six key components to structure business Email:
• Subject Line
• Greeting
• Intro/Purpose
• Detail
• Ask/Action
• Closing/Sign-off
• Subject line
• The subject line highlights the importance of an Email and the key
information or topics within the message.
• Make the subject line clear, concise, and meaningful.
• It should summarize, not describe.
• Avoids one-word descriptions (e.g., Important, Help, or Urgent).
• Change the subject line if it is vague, messy, or not related to the
message.
• Use Subject Line Hashtags as a way to standardize Subject Lines
and provide key information such as purpose and urgency.
• For short messages, use subject line only message ending with
“EOM” (shorthand for "end-of-message").
• Bad Subject Line: “Re: Re: Re: Need to talk about change”.
• Good Subject Line: “Important: Project Orion Timeline Acceleration”.
• Intro/Purpose:
• Clearly and concisely explain the purpose, question or
issue.
• One or two sentences at most - you will add the
necessary detail below.
• Avoid Emails that span more than one topic or request,
unless they are closely related or linked.
• The Intro/Purpose provides a summary of the issue or
request. By reading the intro, the recipient understands
the context of the detail to follow.
• Detail/Body:
• Provides the necessary background or supporting detail.
• Limit yourself to several bullet points or a few, short paragraphs.
• Only provide the minimum information needed to explain the issue or ask the
question.
• Ensure you provide brief explanation of the five key questions; What? When?
Where? How? Why?
• If you need more then a page of detail, consider attaching the detail in a Word
document or set a meeting to discuss.
• When the Email has a file attachment, ensure you refer to it in the message, what it
contains, and any actions needed.
• Be polite, professional, and respectful when presenting issues or asking questions.
• Avoid sarcasm, jokes, humor, or tone that can be misinterpreted.
• The Detail/Body provides the background information about the issue or needed
to help answer the question. If there is too much information to convey in a page,
consider if another type of communication or even a formal meeting is more
appropriate.
• Ask/Action
• Provide a specific call for needed action.
• State the response or action you want to receive.
• Ensure you are clear about exactly “who” needs to
perform “what”.
• If there are deadlines, provide the "when" prominently to
the recipients.
• The Ask/Action is one of the most important components
of the Email message and where you state exactly what
you are looking to get, from whom, and by when.
Unfortunately, it is often omitted or not well defined.
• Closing/Sign-Off/Good-bye:
• Uses phrases or words conveying respect and formality
(e.g., “Sincerely,” “Best regards,” “Best”).
• Include signature lines that contain helpful contact
information.
• Follow institutional protocols for use of closings/sign-offs.
• Casual, routine business communications often do not
use formal sign-offs.
• The Sign-off is where you provide a courteous "thank
you" for assistance and provide required contact
information.
 EMAILS GATHER
• The 8 best ways to build an email list from scratch
• Exit intent pop-ups
• Fully or partially gated content
• Squeeze pages
• Loyalty and referral programs
• Discounts and deals
• Exclusive notifications
• Social media
E MAIL MARKETING PROVIDER

Businesses use what’s known as email service providers (ESP) to send

marketing emails.

An email service provider is a software that sends and manages email

marketing campaigns.

It’s also referred to as an email marketing platform, email marketing tool,

email marketing service, or email marketing software.
Now you might be wondering, can’t I just send marketing emails with my
regular inbox provider? Do I really need to pay for a product on top of
that?
Technically, it’s possible. (We even explain how in our guide to sending
mass email with Gmail.) Beware, though. You’re likely to run into
problems with limited email bandwidth, design, and more importantly,
email deliverability. Here’s why:
Internet Service Providers (ISPs) like Gmail, Outlook, Yahoo, etc. are designed
for personal use — not for email blasts. Although they’re free to use, they’re
not free bulk email senders. So when a mass email is sent from an ISP, it’s
easily flagged by spam filters and your account can be disabled for suspicious
activity.

Email service providers (ESPs), on the other hand, have the necessary
infrastructure in place to ensure good email deliverability rates — i.e., the ability
to land emails in your subscribers’ inboxes. If you want to set yourself up for
email marketing success from day one, get yourself a dedicated email
marketing service.
How to choose an email service provider
With hundreds of ESPs on the market, it’s hard to know which one is right for
your business.

Some of the most popular options include Sendinblue, Mailchimp, Constant

Contact, Convertkit, Klaviyo, Mailjet, Mailerlite, GetResponse, and HubSpot.
Here are some questions to help narrow down your options:

Pricing: What’s your budget? If it’s very limited, then cheap email marketing
services should be your starting point.
Send volume: What kind of emails do you plan to send, and how often?
This’ll give you an idea of your required email volume (i.e. number of email
sends).
Number of contacts: If you’ve already got a list of opt-in contacts, how many
are there?
Email design: What’s your skill level when it comes to designing emails? If you’re
a complete beginner, you’ll want a drag-and-drop email editor and email
templates. Or if you prefer to code emails from scratch, you’ll be on the lookout
for an HTML editor.
Automation: Do you plan to set up automated email workflows? See what each
ESP offers in terms of email marketing automation.
Target audience and segmentation: If your business communicates with
different buyer personas, what contact list segmentation capabilities are offered?
Transactional emails: Will your business be sending transactional emails (order
confirmations, password resets)? Email marketing tools like Sendinblue let you
send both transactional and marketing campaigns.
It’s also a good idea to consider your future needs. Down the road, how many
emails will you need to send and what features will you require? Choose an email
marketing tool that can support your business both today and as you grow.
MEASURE POINTS OF EMAIL
SUCCESS
1. Delivery rates
This metric is the main starting point of your email campaign and is a great
metric to monitor the strength of your email list. A high deliverable rate means
you ARE reaching your intended audience. A low delivery rate means you need
to work on building a healthy subscription list.

2. Open rates
Once your email has reached your clients inbox, the next challenge is to get the
email read.
Your subject line will have the biggest impact on your campaign and is what
gets the subscriber to click "open". It needs to catch the reader’s attention and
should be relevant to the user to describe what the reader can expect when
reading the entire email.
One way to stand out from the competition is to use a person's name to send an
email campaign, rather than using your company name.
3. Click through rates
Now that your subscriber has received the email and opened it, it's time for action.
This is solely down to your content - Is your content relevant? Relevant emails will
have high click through rates. If your email campaign approach is to send one
email to all subscribers your click through rates will be poor.
4. Bounce rate on campaign landing pages
The same way targeted landing pages are created for search engine marketing
campaigns, the same applies to your B2B email marketing campaigns. The
landing page should continue the same message that the email displayed. If your
call to action within the email sends your reader to the home page, the reader is
more likely to leave the site.
5. Revenue per email and conversion rate
Marketers will be familiar with the website conversion rate if Google Analytics e-
commerce tracking is implemented. However, knowing an email conversion rate is
a statistic only few know. Track your email campaigns using the Google URL
builder to identify how much revenue each email brings and your email conversion
rate.
THANK YOU