Importance Of Email Marketing
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.
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
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!
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.