Email marketing

Week 1
Preparing for your campaign
- Conduct PESTLE and SWOT audits:
SWOT
S: W:
 What aspects of the company's  Where could your company
marketing resources make it stand and/or marketing team improve?
out?
 What aspects of your brand have
 What is special about the you been neglecting?
marketing team? (examples: eye–
catching design, innovative ideas,  What could you spend more time
strong copywriting). prioritizing?

 What types of training are

 What things does your company required to complete necessary
excel at internally? tasks?

 Where are you underperforming?

O: T:
 What resources, events, or  What events, contacts, and
contacts, would help your team opportunities could be harmful to
create a successful campaign? your brand?

 What types of opportunities can  Do you have competitors?

you leverage to improve your
process or results?  Do you have the resources
necessary?

PESTLE
P: Political T: Technological
 Have there been any recent changes  How is technology changing the
in terms of governing bodies(cơ way people consume?
quan quản lí)?

 Is there political unrest(tình trạng
bất ổn) in a country you just started
shipping to?
 Is there any new legislation that
could impact your business?
E: Economic
 What is the current state of the local
and international economies in areas
that you serve?
 How is technology changing the
way people interact?
 How has technology changed in
the last 6 months? 1 year?
L: Legal
 What are the regulations(quy
định, điều lệ) and laws in the
regions your company serves?

 What do people in various  How do the laws and regulations

geographic locations prioritize
spending money on?
S: Social
 What popular culture events have
taken place in the locations you
serve?
 What are the education levels of
potential customers?
 What are the traditions and cultural
norms(chuẩn mực) of the people you
serve?
differ across regions?
E: Enviromental
 What does it mean to be a
sustainable company?
 How important is climate change
to your potential customers?
 Have there been recent natural
disasters in regions

 How do people interact with one

another in the regions you serve?

SMART GOAL
Specific:
 What do I want to accomplish?
 Why is this a goal?
 Does it have a specific reason, purpose, or benefit?
 Who is involved?
 Who is the recipient?
 Where should the goal be delivered? (mục tiêu nên được chuyển giao ở
đâu).
 What are the requirements and constraints(hạn chế)?
 Measurable:
 What evidence will prove whether this was successful or not?
 100? 1,000? 10,000? Choose a number thatyou can track and measure along
the way.
 You can tell if a goal is measurable by asking how much, how many, and
how will I know when it's accomplished?
 Use metrics. ROI.
Attainable:
 If your company typically gets about 300 downloads a week and you want
to push to get more through an email marketing campaign, how many more
downloads is attainable yet still challenging?
Relevant:
 Does this goal match yourorganization's needs and priorities?
Time-bound:
 This means your goal has a deadline.

Week 2
Build your email marketing strategy
 Set your goals:
- The first step of creating an email marketing strategy is defining your email goals.
These goals are often in line with your business goals, meaning your emails will
work to achieve the goals that you have for your business.
- Some common goals include:
 Increase brand visibility
 Increase website traffic
 Increase sales
 Acquire new customers
 Build relationships with existing customers
 Increase brand loyalty and loyal customers

 Choose an email marketing provider

- An email marketing provider, or email marketing service, is a company that offers
email marketing or bulk email services. Choosing the right email marketing
provider can significantly impact the success of your email campaign.

 Build your email marketing subscriber list

- Create a signup form on your website
- Create an in-person sign up list
- Share a signup form on social media
 - Then divide it into smaller groups based on criteria like interests, location, or
purchase history, in a process known as segmentation. This will help you target
specific groups for specific goals.

 Evaluate brand guidelines

- When a business wants to establish a distinctive brand identity, they often create a
list of rules and standards that convey how their brand should be represented.
These rules are the company’s brand guidelines and they apply to all content
produced by the company, including emails.
- These guidelines can include the following:
(Fonts,Colors,Layouts,Illustrations,Logo)

 Determine email frequency

- Stating how often your emails will be shared will help you plan out how often
your emails will reach your subscribers.

 Determine performance measuring methods

- Most email marketing providers offer basic reporting that tracks essential metrics
like how many of your emails were opened, unsubscribers, and click through rate
(CTR).
The do's and don'ts of email marketing
- Do:
 prioritize quality over quantity
 segment your lists: you wanted to offer a 10 percent discount tocustomers
as a birthday gift. You should segment the list by month and send emails to
customers with birthdays in any given month (trong bất kỳ tháng nào).
Segmenting by time zone.
 Test various formats, lengths, links and images in your emails.
- Don’t:
 Spam
 Send the same emails to every subcriber
 Stick to the same format without testing anything new.
 Some examples of words that will be flagged by spam filters are:
Act now
Apply now
Urgent
Exclusive deal
Important information regarding
This won’t last
 Some examples of hyperbolic phrases are:
Best offer ever
Fantastic deal
 Free money
No catch
No fees
Acquisition emails
- They are emails sent to acquire or bring in new customers and they're integral to
the growth of a company.
- Give your potential customers something before they even know they want it.
 Give them: downloadable guides, product catalogs, PDFs, or free trials.
 Something that makes them feel good (an indirect compliment,etc )
 Some new or educational information
 A glimpse into what your product will give them.
- Another aspect of acquisition based email marketing that can make all the
difference between a successful campaign and unsuccessful campaign is copy.
Email Copy is the text in your email and subject line.
Welcome emails
- Are emails that are sent out to brand new customers or subscribers. Ask yourself
what do you want people to know about you?; Which aspects of your business's
identity feel like they absolutely must be included in ?
- A good welcome email includes:
 A conversational and inviting tone
 A brief summary that tells customers what makes your brand unique or tells
your brand’s story
 A call-to-action.
Newsletter
- A email sent to subscribers on a regular basis containing news and information
content relevant to the company and of interst to subscribers.
- Benefits of newsletter:
 Advertise your product
 Build up trust and show your expertise
 Create lasting relationships with your customers
 Inform and educate.
- Newsletters exist at many stages ofmarketing campaigns.
- Newsletter should include:
 Relevant content that you think your reader will enjoy.
 Mention of trending topic, pop culture, or current events.
 Catchy (hấp dẫn), clever writing.
 Clean, on-brand designs.
Craft catchy newsletter copy
 - Write to add value: Every email you send should add value to the subscriber in
some way. Whether you’re introducing them to new products or services, making
them laugh, or teaching them something new, each element in your emails needs to
be thoughtful and intentional.
- Subject line:
 Keep it brief. Your subject line should be about 6-10 words total.
 Pique readers’ curiosity. => “These items are too good to leave in your
cart.”
 If you’re offering something, be clear about it. Whether it’s an experience,
a new piece of information, a discount, or something else, make sure
subscribers know there is a benefit to opening your email.
 Consider personalizing it.
 Preview text: Keep it between 35-50 characters. Your preview text should
be brief enough that your subscribers can read it quickly.

- Body:
 Maintain a second person perspective. You want the email to seem personal
and specifically crafted for your readers. A phrase like “Here’s a discount
for you,” is more powerful than “Here’s a discount for our readers.”
 Include a compelling call to action. Your readers are more likely to do what
you ask of them if you ask them clearly.
Promotional emails
- An email that is sent out to inform your subscribers of your new or existing
products or services.
- Promotional emails should include:
 Speeding up the buying process
 Encouraging subscribers to take some kind of action.
 Creating new or repeat customers.
- Consideration and Loyalty in the marketing funnel.
 Keep the email’s focus on the promotion itself
 Keep it concise and to the point
 Announce the promotion in the subject line
Retention emails
- An email sent to a current customer with the intent of keeping them as a customer
- Retention emails should include
  Personalization
 A clear call-to-action
 Empathetic and inviting language
- “We can’t thank you enough”.
Tổng hợp:
Subject line:
- Clearly state what’s being offered or requested
- Match the tone of the message body
- Be brief (no more than 50 characters, including spaces)
Preview text:
- Convey (or hint at) the most important part of the message
- Align with the content and tone of the subject line
- Be no more than 50 characters in length (including spaces)

Week 3
Build your mailing list
- Lead generation: the practice of colleting a potential customer’s email address.
- To build a list, email marketers use:
 Website prompts
 Display ads
 Social ads
 SEM
 Referrals
 Direct email marketing
- Segment list by:
 Geography: This segmentation focuses on the physical location of your
subscribers. If your brand is offering freeshipping on all orders for the
month of October but you're only offering it in the United States, you will
want to segmentyour list by country.
Location
Climate
Population
Language
Environment
 Psychographic characteristics: đặc điểm tâm lí: are based on customer’s
activities, interests, and opinions. This includes factors like lifystyles,
values, and hobbies.
 Demographic data
Age
Gender
Income level
 Family status
 Behavioral data: This is one of the most important categories, because it
gives you a glimpse into how a customer engages withyour specific brand
and products.
Purchase habits
Spending habits
Browsing habits
Loyalty to brand
Engagement with website
 https://app.constantcontact.com/pages/contacts/ui#lists
 CONSTANT CONTACTS are used for segmentation.
How to write an effective email
1. The subject line
- The subject line should answer the question: what are you offering?
- Prioritize clarity over catchiness and if you feel like it's clear enough, add a little
excitement.
2. The body
- How can this content help your reader?
- What stories can you tell them?
 Writing in the second person.
 Personalizing the email
 Talking about the benefits rather than features.
Ex: “And if you like to listen to your booksrather than reading them,
we've got you. Listen on your way to work, at the gym or while you're
doing the dishes. Listen anytime you deserve it.”
 Being brief.
- Announce a product launch:
 You might want to tell the story of how the idea came to life.
 Who came up with the idea for the product?
 What motivated them to do it?
 How long did it take to create?
 What problem does the product solve?
 Consider adding all of these details in your email so that the reader is
engaged with the narrative and they relate to it in some way.
- Educate your readers: with a weekly newsletter featuring tips, tricks, product
uses, articles, and more, try to develop a theme for each week. Use internal and
external resources and links that fit into this theme so that the newsletter feels
cohesive.
- Announcing a sale on your website you should explain why there’s a sale and
how it will benefit them.
- The tone of your emails:
  Announce a product launch: a bright and enthusiastic tone, and include
language that gets the reader excited.
 Educate your readers: professional and light tone. It might include
authoritative(mang tính quyền lực) language because you want to
communicate that you are the expert on this topic.
3. The call-to-action.

Mistakes in email marketing

- Quality control (QC): a process through which a business seeks to ensure that
product quality maintained or improved. Create a QC checklist that ensures you’re
using the right format, content, personalization tags, and anything else you may
want to be extra careful about.
- Some common mistakes are:
 Sending a broken link.
 Sending an email to the wrong segmented list. Use quality control to correct
the mistakes.
 Sending an outdated or incorrect email
 Sending an emails with personalization mistakes
 Sending emails with typos or mistakes in the email copy.

Week 4
Concepts in email marketing results
1. Data: dữ liệu
2. Metrics(số liệu): metrics are data with additional context. If data is a number,
think of metrics as a quantitative measurement(phép đo định lượng) of those
numbers or data. Metrics help you makesense of raw data. For example, if you're
looking at an email marketing automationtool dashboard and you see 40 website
visits from an email campaign, that's an example of data. If you look a littlecloser
and see that the 40 percent is your openrate, that's a metric.
Some important email marketing metrics are: open to click rate, open rate,
unsubcribe rate, bounce rate and share rate.
3. Key performance indicators(KPIs)
- Measurements used to gauge how successful a business is in its effort to reach a
business or marketing goal.
- KPIs are metrics, but not all metrics are KPIs.
- Concentrate on: ROI and conversion rate
Metrics

Open rate The percentage of users who open your email. Your open rate
 is important because it indicates how engaged your
subscribers are. A high open rate might mean you are writing
effective subject lines, while a low open rate may suggest that
your subject lines need some work.
 Number of people who open the email / Number of
emails delivered

Click to open The percentage of email recipients who clicked on one or

rate more links in an email. This metric is often used in A/B
testing, where two versions of an email are sent out at the
same time to determine which version performs better. Digital
marketers typically pay very close attention to their click-to-
open rate.
 Total clicks / Number of unique opens
Unsubcribe The percentage of email recipients who unsubscribe from your
rate send list after opening an email. This metric is useful because
it indicates whether you are delivering content that your
audience enjoys.
 Number of unsubscribes / Number of emails
delivered
Complaint rate The percentage of complaints recipients send to mailbox
providers about your email. This metric can help you gauge
how happy your subscribers are. Since you’re serving them,
you want to be sure you aren’t offending them or getting
something wrong.
 Number of complaints / Total number of emails
delivered to subscribers
Forward rate The percentage of recipients who click on the “share” button
to post to social media or who click the “forward” button to
send to others. A forward rate is a valuable metric because
when an email is forwarded, it means you are generating new
leads.
 Number of forwards / Number of emails delivered
List growth The rate at which your list grows. This number is helpful to
rate track because a high list growth rate may translate to a higher
volume of sales.

 [(Number of new subscribers − number of

unsubscribes) / Total number of email addresses] x
100
Bounce rate The percentage of emails sent that could not be delivered to
the recipient's inbox. If you find your bounce rate is higher
 than the industry average, you may need to do some
investigating. A bounced email is caused by incorrect or
inactive email addresses or an import error with your email
list.

 (Total number of bounced emails / Emails sent) x

100
Campaign The ratio of money made and money spent. This important
return on metric tells you whether your email marketing strategy is
investment productive.
(ROI)
 (Total revenue / Total spent) x 100