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How e-mail marketing can grow your business by Mind Map: How e-mail marketing can
grow your business
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How e-mail marketing can grow your business

Introduction

What is e-mail marketing?

the use of e-mail in marketing communications

What sort of e-mail?

direct promotional e-mails, try to acquire new customers, persuade existing customers to buy again, analogy, direct mail

e-mails designed to encourage, customer loyalty, customer relationship, analogy, print newsletter

e-mails sent by other people, placing your marketing messages, placing your advertisements, analogy, placing advertisements in subscription magazines and newspapers

Why is e-mail marketing so popular?

much cheaper than most other forms of communication

email lets you deliver your message to individual people

has proven very successful for those who do it right

Three types of e-mail marketing

direct e-mail

retention e-mail

advertising in other people's e-mails

Ask for a permission (opt-in)

Benefits of e-mail marketing

reduced time and effort

using recurring e-mail templates

real-time messages

you can literally send "day-of" messages to help reduce stock

with e-mail marketing, short time frames are your friend, not your enemy.

personalize messages

forget "one-size-fits-all" format (television or radio campaign)

you can send personalized email with your user's name or login name

many email marketing solutions offer the ability to feed in personalized information such as sales or purchase history

extremely targeted marketing campaigns

more frequent communications

sending offers to your customers once a week

test marketing messages

information spreading

forwarding an e-mail only takes seconds

reduce overhead costs

you don't need a ton of employees, designers, or marketing analysts

track sales and user engagement

save the planet!

reducing the number of trees killed for print marketing pieces

Case study: improving revenue with e-mail

How four emails boosted end of year revenue for a non profit by 50%

this email marketing case study was originally published in the July 26, 2011 edition of Marketing Sherpa

HealthConnect One

promotes the health of mothers, infants and families

December is a critical month for donations that will fund the nonprofit organization for the next year

the campaign

the team focused on, keeping it simple, each e-mail template was simple, a large header graphic with a logo, a single picture of a baby, a headline, three to four sentences of copy, a link to donate, also a "P.S." statement to keep the e-mail feeling personal, the four e-mails, "Have you ever been a baby?", "Over 143,000 babies were born in the U.S. since our last e-mail!", "We were all babies once!", "Happy New Year from HC One!"

the results

all of the e-mails except for the e-mail sent on December 23 received, an open rate > 20%, a click through rate > 4%

HealthConnect One exceeded its goal of $15,000 in donations

generated 50% more revenue in their December campaign than they had the year before

Get started

Flashissue (free software)

lets you create an e-mail newsletter with Gmail

building an e-mail adress file

gather e-mail adresses offline, every time you communicate with existing or prospective supporters

gather e-mail addresses online, provide quick online registration, give site registration prominent placement, promote the benefits of online registration

drive traffic to your website, include your URL in offline communications

build your list through viral marketing

use list rentals or an e-mail appending service (with caution)

building constituent profiles

data about your supporters is worth its weight in gold

guidelines, use online surveys

Making sure your e-mail gets through

recipients complaints

tips for keeping your organization’s complaint rates low, acquire explicit opt-in from all individuals you add to your email list, study where your complaints are coming from

list hygiene

supporter options

when It comes to content, use common sense

Planning effective e-mail campaigns

determining campaign objectives

establishing a communication schedule

segmenting your list to target specific audiences

Crafting an e-mail that gets opened

optimize the message envelope

design your email to drive response

personalizing your message

testing your message

e-mail basic tips

from name, your from name should be whom your recipients expect to hear from

subject line, 50% of readers decide to open an email based on the subject line alone

pre-header, the pre-header is the first line of text in your email, your pre-header should complement your subject line and give more details about your email, you can even link your pre-header to a landing page

header, on average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest, it’s going to keep your recipient reading

personalization

images

call-to-action (CTA)

social badges

Tracking and measuring results

Helpful benchmarks to evaluate your results

open rate

click-through rate (ctr)

response rate

opt-out (or unsubscribe) rate

forward rate

ROI of e-mail marketing

there's one online channel that continues to outperform the rest: good old-fashioned email

high conversation rate

Email has an ROI of around 4,300% (according to the Direct Marketing Association)