Successful Email Marketing Campaign For Domain Service Providers

Importance Of Email Marketing

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Email Marketing is one of the few inexpensive ways to communicate with your customers. It is still considered one of the best ways to build relationships with prospective and existing customers. It also gives an efficient way to pursue leads.

But if you are not careful, the strategy may backfire and harm your brand and you may lose some very valuable clients.

Here I am mentioning a scenario which I faced during one of my projects. Hopefully it would help many digital marketers and growth hackers in designing their digital marketing strategies.

Case Scenario

You are an email marketing manager for a company who owns the top level domain ‘.CEO’. This TLD costs $99 per year. (eg. You charge timcook.ceo for Tim Cook at $99/y). What would be your strategy to get CEOs who have paid for the domain for one year, to renew it for the second year?


Think about the series of emails, and the order in which they are sent

Time Period Description Message/Deliverables CTA/Objective Deployment/ Strategy
Week 0 Welccome Mail A Quick Guide to what should you do now (Recommended list Hosting Services, Design Agencies, etc.) Build Trust, Help the Customer getting started. Which sets us apart from the rest of DSPs Automated
End of Month 1 Email Digest Monthly domain performance Try to convince to upgrade account Automated
Month 2 Downloadable Tips related to managing data of domain server Provide information to build expertise Automated
Month 3 Email Digest Monthly domain performance Try to convince to upgrade account Automated
Month 4 Downloadable Guidelines to better digital strategy Build reputation Automated
Month 5 Email Digest Monthly domain performance Try to convince to upgrade account Automated
Month 6 Downloadable PDF tips Build reputation Automated
Month 7 Email Digest Monthly domain performance Try to convince to upgrade account Automated
Month 8 Downloadable PDF tips Build reputation Automated
Month 9 Email Digest Monthly domain performance Try to convince to upgrade account Automated
Month 10 Email Digest with reminder Monthly domain performance with expiry date reminder Try to convince to upgrade account Automated
1 Month to Go Reminder A gentle reminder about expiry date Chance of early renewal Automated
15 Days to Go Reminder Domain account performance & reminder about expiry Notify user Automated
1 Week to Go Reminder Strong reminder about expiry date To create the sense of urgency Automated
5 Days to Go Reminder Strong reminder about expiry date To create the sense of urgency Automated
3 Days to Go Reminder Strong reminder about expiry date To create the sense of urgency Automated
2 Days to Go Reminder Strong reminder about expiry date To create the sense of urgency Automated
1 Day to Go Reminder Strong reminder about expiry date To create the sense of urgency Automated
Expiry Date Extended for 1 Week Offer of extended week Offer/ Special consideration Automated
Expiry +3 Reminder about Extension Asking to renew and keep the benefits Notification on extended privilege the user has received Automated
Expiry +6 Reminder about Final Expiry Asking to renew and keep the benefits Notification on extended privilege the user has received Automated
Expiry +7 Final Reminder Strong reminder about expiry date To create the sense of urgency Automated
Expiry +8 Expiry Notification Account expired Make user realize the loss of service Automated
Every Week till the end of Expiry Date + 1 Month Reminders to Renew Renew membership to enjoy benefits of top level domain before someone else takes it To create the sense of urgency Automated
Every Month After Expiry Till domain is available Reminder to Buy Renew membership to enjoy benefits of top level domain before someone else takes it Convince user to use services again Automated

P.S. – Apart from all the regular emails, special mails on birthday, holidays to be also sent.


Overall content strategy

Goal To maintain relationship with existing customers and retain them
Building contact list “Subscribe Now” popup and advertise email newsletter on social media
Setting up our value proposition Providing Top Level Domain, “.ceo” for just $99/year
Email content Already mentioned in the part ‘a’
Timings During working hours, preferably morning, as most of the CEOs check their emails first thing in the morning
Personalization Even though the email template may remain same, little personalization is needed. In this example, using “Dear Tim” instead of just writing “Dear Sir” would be more engaging
Send special emails on holidays To give personal touch and add value to user’s day
Test out different content Test various types of formats. Use tools like Google Analytics to get insight
Clear call to action This is to make the renewal process simple. Mr. Tim should be just able to click “Renew now” button in the email and land to the personalized landing page
Automation Using automation tools like MailChimp for better email marketing

Sample of 2 emails (subject line, copy, CTAs, images etc) that you may use

Sample email 1- Welcome email

Subject- Congratulations!

Email Sample


Sample email 2- Sent on the last day of renewal

Subject- Domain Expiring Today

<img class="aligncenter size-full wp-image-1214" src="http://www.digitalenthu acheter viagra naturel.com/wp-content/uploads/2016/12/2.jpg” alt=”Email Sample” width=”568″ height=”689″ srcset=”http://www.digitalenthu.com/wp-content/uploads/2016/12/2.jpg 568w, http://www.digitalenthu.com/wp-content/uploads/2016/12/2-247×300.jpg 247w, http://www.digitalenthu.com/wp-content/uploads/2016/12/2-450×546.jpg 450w” sizes=”(max-width: 568px) 100vw, 568px” />


You can download the PDF version of the case scenario from here for free!


Download “Email Marketing Campaign” Email-Marketing-Campaign.pdf – Downloaded 1 time – 621 KB


Email Marketing Benefits

Email marketing can be tricky and difficult to get right. But keep working on it and you will eventually figure out the plan. Don’t be afraid to make mistakes! Keep in mind the following points:

  • Email marketing can be more effective than social media for customer acquisition for some businesses
  • Email marketing is cost effective and economic
  • You can customize emails for every client. This makes it very personal ways to communicate with the client
  • Since clients can check their emails over the phone, it makes it accessible to all, anytime!
  • You can easily measure the performance of email campaigns

So keep these points in mind while designing your email campaigns and happy marketing!

Here is a small video by Ezvid Wiki showing the best MailChimp alternatives that you can use for your email marketing campaigns.

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