When you are the owner of an online business, one of your key strategies should be keeping your clients informed: whether you're launching a new product they might like, an interesting sales campaign or simply telling them what you've been up to. This is where email marketing steps in and helps you deliver that message easy, efficient and fast.
In February we will talk about email marketing and a series of articles, tutorials and webinars will follow, to analyze this topic in depth.
What is email marketing?
Electronic or email marketing is sending a commercial message to a group of people (usually your client database) using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. Email marketing covers ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, brand awareness and increase sales, push products and services.
Email marketing is usually sent to current customer databases but bought lists can also be used. Broadly, the term is usually used to refer to:
- Sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business.
- Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately.
- Adding advertisements to email messages sent by other companies to their customers.
How does email marketing work?
- It's a quick method to communicate your message to qualified leads: your audience, clients, users database etc.
- Allows you to measure the success of your campaigns through custom reports that reflect open rates, click through and bounce rates.
- Is targeted because you can advertise the correct product, to the correct audience, at the right time for them. In return email marketing builds satisfaction and trust because your clients will receive exactly what they signed up for/what they need/when they need it.
- Through a correctly targeted email campaign you can increase your return on investment and build a solid database of recurrent clients/visitors.
Email marketing and BC
There are some great BC built-in tools that will help you maximize the success of your email marketing campaigns:
Using BC you can send three types of email campaigns, in an automated manner:
- An individual email campaign - one campaign sent to a custom list
- An email campaign series - dynamic email campaigns based on an event or visitor interaction with your site. For example, you can choose to trigger the campaign 3 days after the visitor signed up for a newsletter.
- Recurring email campaigns - you can send the same email campaign on a daily, weekly, or monthly basis. And you can also put a campaign on hold when needed, easily.
Send email campaign to multiple lists – this will give customers using BC’s email marketing feature more flexibility when managing mailing lists.
Customers can choose to send the campaign to all customers, one or more existing mailing lists, or to a new list. In the same time, you can exclude lists or custom reports from final recipients. And the great thing is that the system will automatically search for contacts present in multiple lists, remove any duplicates and make sure that each subscriber receives the email once.
BC email marketing templates - you can either build your custom templates from scratch or get a head start with BC’s set of cross-client compatible email templates for you and your clients to use. These templates cover a wide range of themes and can be accessed from within your Partner Portal.
Use email filtering for email campaigns - you will want to filter your lists according to categories to get the best possible results: demographics, geography, activity on the website, product purchases, subscriber validity in the mailing list etc. Using filtering the possibilities are endless, as you can always get more and more granular with your filtering criteria.
Monitor email campaign performance - BC gives you a birds-eye view of your email campaign, including the below reports:
- Email clients customers used to view the campaign. Example: Microsoft Outlook, Mac Mail, mobile phone, and so on. Keep an eye on this metric, and make sure you optimize your campaign content to look great in the most popular clients.
- Number of customers that opened the email
- Actions customer took. Example: A customer submitted a form on your site after viewing an email campaign.
Embed dynamic modules inside email campaigns - embed dynamic modules such as blog posts, news items or event bookings from your BC site, right inside email newsletters. These modules are then dynamically rendered when the campaign is sent, so the recipient sees the latest content.
Since we're dedicating February to email marketing, stay tuned for a webinar on "Email Marketing on BC" with Megan Taylor from Kapow Interactive, an email marketing case study and useful advice on creating successful email campaigns.
Register here for the webinar:
The Adobe Business Catalyst Team