Chapter 3

Email
Marketing
BUS1314 Marketing Services in the
Digital Era

January 2023
Learning Objectives:

LO1 LO2
Email Marketing Poor email
in Emerging marketing
Trends methods

LO3 LO4 LO5

Types of email Advantages & Email Marketing Strategies

marketing Disadvantages of - Tips to build email list
campaign email marketing
- Steps in email marketing
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- Email Marketing Service Tools
What is Email
Marketing?

• Act of sending promotional

messages such as new
products, sales, and updates
with customers in mass
quantities.
• To generate sales or leads and
it may contain advertising.

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"Is Email Marketing
Dead?"

Email is being phased out

in favor of social media! Millennials do not use
email.

Other marketing tactics Email

are more effective than marketing is
email marketing. no longer
viable.
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Email Marketing is
DEAD?
• Data shows email marketing is
still one of the most effective
and low-cost ways for small and
midsize business to reach
customers
• Effective for diligent digital
promotion
• Cost-effective ways to contact
customers
• Working adult is still using email
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Abandoned cart email:
Emails about items left in your
shopping cart

Triggered emails: Automated

emails activated by specific
actions or events.

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Modern Email Marketing

§ Modern Email Marketing has move away from one-size-fits-all mass mailings
and instead focuses on content, segmentation, and personalisation.
§ This may sound time-consuming, but marketing automation handles most o
the heavy lifting (Eg: Digital Marketing Service Tool for email marketing –
MailChimp)
§ In long run, well-designed marketing strategy not only drives sales, but
helps build community around the brand

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Poor Email Marketing Methods

1. Subject lines that are impersonal

2. Using non-mobile-friendly templates
3. Inadequate email design
4. General Data Protection Regulation (GDPR)
requirements are being ignored

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Poor Email Marketing Methods:
(1) Subject lines that are impersonal

§ Subject lines may make or

break your open rate
§ Use of emoji

§ Personalizing marketing communications makes readers feel more

connected to the product being offered.
§ Might be as simple as mentioning the festive season or posing a
question to get readers thinking.
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Poor Email Marketing Methods:
(2) Using non-mobile-friendly templates

§ The world is now

mobile - check my
emails on phone

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Poor Email Marketing Methods:
(3) Inadequate email design

§ Fancy design!
Including animations,
GIFs, and even
included full-length
films.

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Poor Email Marketing Methods:
(4) GDPR requirements are being ignored

§ GDPR-compliant email marketing software should be used.

§ Customers is more certain that data (personal information) is
secure and being utilized by companies they have trusted

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Types of email
marketing campaign
1. Welcome email
2. Promotional email
3. Seasonal email
4. Triggered email
5. Re-engagement email
6. Post-purchase drip email
7. Newsletter email
8. Cart Abandonment Email
9. Survey email
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Types of Email Marketing Campaign
• automated email - welcomes someone when they sign
Welcome up to receive emails
email • acknowledge and appreciate their decision to engage
with your company

Promotional •new product or service, or want to reintroduce

existing ones, send promo emails tailored to each
email segment of email list

Seasonal •Let people know that you have what they need to
help make this the best holiday, graduation, or
email vacation yet

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Types of Email Marketing Campaign
• When the subscriber clicks on an offer, makes a
Triggered purchase, returns or exchanges an item, or leaves items in
email their cart, the activity triggers marketing software to send
a customized email for each specific action.

Re- •Send an email with an offer the customer can’t resist

engagement or with information that they’ll find valuable, and
email rekindle that stagnant relationship.

Post- •Follow-up emails after purchase

purchase drip •To build customer trust and loyalty by remaining
email attentive and helpful

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Types of Email Marketing Campaign
•Share on a regular basis.
Newsletter
•Content can take the form of useful tips, product
email updates, and even a bit of entertainment.

Cart •Email automation helps by triggering an email

Abandonmen reminder to encourage shoppers to return to those
t Email items in their cart (to check out shopping cart)

•Communicates to the customers that you value their

Survey email opinion and want to create an experience, product,
or whatever you’re offering that they’ll enjoy.

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Let’s Revise
1. Types of Email Marketing Campaign
2. Poor Email Marketing Methods

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In your opinion, what is the advantages
and disadvantages of Email Marketing?

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Advantages of Email Marketing
Direct to the consumer’s mobile or email process provides key metrics
desktop
§ Not intercepted by a third party, as § Can see who opened the email;
a letter sent to someone in an how many times they looked at the
office might be removed in the message; if they clicked on any
post room links; and whether they shared the
email; if the email generated the
required conversion (such as a
visit to the website, a sale, or the
user sharing more details such as
an email address or company
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information).
Advantages of Email Marketing
Email is easy to share Email can be tested

§ consumers can click on the § Can try to see whether image A or

forward button and send image B, or subject line A or B,
immediately to a friend or works more successfully
colleague § Email management tools can be
automated so that they send 10%
of an email with subject line A and
10% with subject line B.

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Disadvantages of Email Marketing

Spam Undelivered emails

§ commercial email or 'spam' § Poorly designed emails may not get
irritates consumers’ delivered
§ If the email aren't targeted to the § Emails that use certain spam
right people, the recipient may keywords or characters in the subject
heading or content of the email, eg
delete your email or unsubscribe
£££s, FREE, click here, are likely to
be filtered out by email software and
internet service providers

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Disadvantages of Email Marketing

Design problems Resources and skills

§ Email must be designed so that it § For a successful email campaign
appears as it should across you must have the right copy,
multiple devices and email design and marketing list
providers § If time or skills in-house is not
§ May encounter a trade-off between available, consider outsourcing
design and functionality. some of these elements
§ Some people opt to receive text-
only emails (image take time to
load)
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Tips for building your email marketing
list
Tip 2: Be aware of national (and
Tip 1: Don’t buy email lists international) email regulations
§ Email marketing service tools have a § Adhere to any legal requirements
strict, permission-based policy when and applicable laws in your area
it comes to email addresses, which when sending automated emails
means that sending to purchased
§ Eg: General Data Protection
lists is prohibited.
Regulation (GDPR) for the
§ Encouraging customers (use of treatment of personal information
discount/free shipping) to opt
into receiving messages from you by
using lead magnets.
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Tips for building your email marketing
list
Tip 3: Use email to have a Tip 4: Only send when you really
conversation with your customers need to
§ Send out surveys § Once someone has trusted you
§ Just say hello, greeting message with their email address, don’t
abuse that trust.
§ Send receipt
§ Flooding your audience’s inbox
with superfluous emails will cause
them to lose interest or
unsubscribe entirely.

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Strategies for Email Marketing Success

1. Never buy email lists (Build organically)

§ Risk of sending unsolicited emails and storing people’s data in CRM without
consent is illegal
§ People are more likely to mark unsolicited emails as spam
§ Email marketing services refuse to work with purchased lists – can harm
deliverability of other users on shared IP address
§ How to build email list organically?

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Strategies for Email Marketing Success

2. Use double opt-in

§ Term ‘opt-in’ refers to signup
process
§ Single opt-in: subscriber is added
to email list once the sign up form
is submitted
§ Double opt-in: Confirmation email
with a link will be sent, subscriber
must click the link to complete the
subscription (quality email list)
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Strategies for Email Marketing Success

3. Segment mailing list 4. A/B test email marketing

content
§ List segmentation - process of § Not sure what content/subject line
dividing list of subscriber into audience will react best to?
smaller sub-lists with common § Way to optimise campaigns’ open
traits (Eg: Gender) rates and click-through rates
§ To engage subscribers with more
relevant, targeted emails

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Strategies for Email Marketing Success

5. Personalisation
§ Use of subscribers’ first names
§ Consider time zones when scheduling campaigns
§ Segment contacts so that content is targeted
and relevant
§ Use behaviour-triggered emails based on how
customers interact with product/services

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Strategies for Email Marketing Success

6. Optimise email subject line, sender name and preview text

SUBJECT LINE
§ Keep the subject line to
50 characters
§ Highlight most interesting
offer
§ Appeal to subscribers’
motion and ambitions

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Strategies for Email Marketing Success

6. Optimise email subject line, sender name and preview text

PREHEARDER/PREVIEW TEXT
§ Can boost open rates – grab receiver’s attention
§ Should provide hint about the content
§ Instill curiosity

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Strategies for Email Marketing Success

6. Optimise email subject line, sender name and preview text

SENDER NAME
§ Sender name help
receiver to identify if the
email is genuine or spam
§ Name on its own
§ Combination of brand
name and first name
§ Distinct sender name (can
be identified easily)
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Strategies for Email Marketing Success

7. Optimise email deliverability

§ Avoid email lands in the spam folder, or worse, sender IP is blocklisted
§ Make sure email subject does not come across as spammy
§ Keep your subscriber database up to date (remove unengaged contacts
& inactive email add)
§ Only send to opt-in subscribers
§ Always include an unsubscribe link (consumers’ right)

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Strategies for Email Marketing Success

8. Clean email list regularly 9. Scale with autoresponders

and email automation
§ For optimal email deliverability § Send automatic personalised
and higher engagement rates email at different stages of the
§ May send a reactivation buyer journey (Eg: follow up
campaign email for post-purchase)
§ Welcome email is also most
common autoresponder

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Strategies for Email Marketing Success
10. Keep track of email
marketing metrics
§ Analyse and improve
strategy for future
campaigns

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 Steps in Email Marketing Campaign

3. Choose 4.
1. Define
an email Determine 5. Build an
your 2. Set goals
marketing campaign email list
audience
platform type

6. Segment 7. Create 8. Test 9. Measure

email list email email result

Read more here: https://business.adobe.com/blog/basics/guide-to-email-marketing

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Email Marketing
Service Tools
Source:
https://www.sitesaga.com/best-email-marketing-
services/
“
Thank you
Tutorial
• By using mailchimp, design an email content to promote a new
product. You can choose from template but must modify the
design and insert your own content. https://mailchimp.com

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