Our email expert is Peter Davey from Client Mailer and we were there to watch how he takes clients through what they need to think about before they start an email campaign.
The first thing was that businesses need to think about where they are currently in their use of email.
They were asked to define their business in terms of offering, market, audience and the main reason people would buy from them. Over the period of an hour and a half Peter took them through a strategy session on email marketing that quickly got them to define their email marketing needs, sharpen objectives and determine what, exactly, email marketing could do for their business.
For some it was to retain existing customers and identify more. For others it was to educate and inform an unknown audience from list email marketing and for others – the one we liked the best – it was about harnessing the power of the audiences built through social media activity along with that of existing clients.
The questions raised for you to think about before embarking on using email marketing are:
1. What business results do you want to achieve from your email campaigns? Is is awareness, leads, education of a market?
2. What action do you want the recipient to take when they get your email? Just to open it or to click through to a landing page? Call a number?
3. Who do you want on your database? All prospects? Only existing clients?
4. What email will you send to which list?
5. What content do you think will appeal to which list?
6. How many times will you mail them in a month? A year?
7. How will you make your emails relevant?
8. What is the USP that will get them to open your emails?
9. Do you have someone to manage your email data?
10. Do you have an email publishing calendar for the year?
Peter really gets us all thinking about our email marketing and so, we’ve decided to add email marketing to our arsenal and invited Peter to join us on our workshops to show attendees how email marketing can really ’round off’ your social media activity. He has some great case studies!
If you’d like to know more about email marketing within a social media marketing campaign please get in touch or click here for a calendar of our workshops in Oxford and coming soon to London!
If you have any tips about using email marketing with social media please let us know as we love to learn from our community! If you like our blog, please let us know by liking our Facebook Page and Tweeting about our blog!
