Resources:
Email Marketing
Content
- Overview
- What is the 'Purpose'?
- What are your customers 'Profile'?
- What are the 'Processes'?
- Opt-in and opt-out
- Your marketing strategy
- Content Counts
- Design - HTML or Plain text?
- Frequency
- Evaluation
- The Law
Overview
Done well, e-marketing can be an effective tool in bringing in new business, or getting more business from your existing customers.
But without careful planning, it can see you labelled as a spam-merchant, alienate and irritate your customers, or see you fall foul of the advertising regulations.
Our guide can help you get it right.
What is the 'Purpose' of your e-mail marketing?
What do you want your e-mail marketing to achieve? Make sure your objectives are clear from the start, and that your e-mail is focused on achieving them.
What are your customers 'Profiles'?
People do not want unsolicited e-mails that do not meet their needs. This is seen as Spam and junk mail. Analyse your customer's needs by profiling them, and then send specific and relevant e-mails to them that will capture their interest.
What are the 'Processes' you want your customers to do?
When your customers get your e-mail newsletter what do you want them to do?
It could simply be that you want customers to read your newsletter then click onto the relevant part of your website and perhaps book a special offer weekend at your hotel.
If you want your customers to telephone you, then make sure your telephone number is prominently placed.
Make sure you are equipped to respond to the calls generated via your e-mail campaign.
Opt-in and opt-out
Make sure you have a clear opt-in and opt-out of your e-mail marketing - you are legally required to offer the choice to opt-out of recieving any further emails from your company.
It is also against the law to send unsolicited email messages except in limited circumstances.
To encourage an opt-in give your customers an incentive/special offer that is only available via the e-mail marketing route.
Build your e-mail Opt-in at every opportunity, using your website, adverts, PR, viral marketing etc.
Keep the registration process quick and simple. Make sure all the fields in your registration form are relevant and useful to you.
Your marketing strategy
Consider integrating your e-mail marketing with your other marketing tools, e.g. website, advertising and PR.
Content counts
Make sure you write engaging and focused copy that is relevant to your target customers.
Use the subject title/headings/titles to catch the attention of your reader. Link to your website where necessary.
Design - HTML or Plain Text?
Using HTML coding can make your newsletter appear like a webpage and allow you to include pictures, graphics including your logo in your e-mail.
Bear in mind that some e-mail programs won't allow the graphics to downloaded by default, so your customers may only be able to view the text.
Plain text e-mail marketing provide the information and links, without graphics and pictures. One option is to provide both HTML and Plain Text versions of your e-mail newsletter. You can always let your customers know the best way they can view your e-mail newsletter.
Frequency
Make sure you send your e-mail marketing out at the right frequency.
Send to customers when you have something new and interesting to say. Too frequent e-mail newsletters can find themselves re-directed into the junk folder or simply deleted!
Evaluation
Make sure you evaluate how effective your e-mail marketing has been by measuring the response rate. Generally a 5% response rate is seen as a good e-mail response bench mark.
The Law
You should be aware of the laws on data protection, privacy and e-commerce when you plan your e-mail marketing.
Data protection regulates how you create and manage your customer database. You should read about privacy laws affecting your e-mail marketing on the Information Commissioner's Offices (ICO) website: http://www.ico.gov.uk/
You must not reveal your recipients' details on any e-mails. You should use a blind carbon copy (bcc) to each recipient.
How to set up a blind carbon copy
You must make it clear who you are and not conceal your identity when you send your e-mail.
For e-commerce sites you need to include your full name, contact details and clear indication of prices. You must make it clear in the header or the text of the e-mail that you are sending a commercial e-mail.
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