How does email marketing play into the digital ecosystem?

Key quotes:

• "Businesses have increased their email marketing budgets, with 82% of companies now using email marketing technology to get more customers."
• "We look at the top 5 email marketing trends for 2020 that are shaping the way people consume emails and what we can do as marketers to communicate with our audiences in the ways that they prefer."
• "In 2020, we will see more businesses embracing these privacy laws and giving way to creative and compliant email marketing."
• "Back in the day, only enterprise companies and well-funded startups could afford to use tactics like marketing automation."
• "In 2020, email marketing automation will get into more hands as companies look to scale their email efforts."
• "How you can make use of this trend: According to a study, only 14% of subscribers believe that the majority of the emails sent to them are relevant."

Transcript: Hello. Nowadays we are all bombarded with product choices. If you want to stay top of mindwith your customers, try email marketing. Email marketing is a great addition to your other digitalmarketing activities. Why? It builds customer loyalty and engagement without breaking the bank. And, it works on mobile too. In this video we'll show you how to develop a contact list and how to speak to different audiences based on their interests. We'll also discuss how email marketing helps you build relationshipswith customers. As with any type of marketing your first step in email marketing should be to set goals. Do you want to use emailto showcase products and services and bring more visitors to your website? Do you want to use email to drive business results like distributing a couponthat brings in at least 10 sales. No matter what your goals are, a good place to start is by building a list of people who've expressed an interest in your business. So, how do you find these people and get their email addresses? A great place to startis by asking them. Let's say you own a pet supply shop. When you chat with your customers offer to send... See more →

Key quotes:

• "There are two types of email campaigns you may want to design: These are automated to send out a certain amount of time after a person signs up/subscribes to a list or based on another trigger."
• "(Examples: White Paper was published, the release of a video on the mechanics of our technology, a new high-profile advisor, dollar amount of money raised, or, promotion of a scheduled “Ask Me Anything” session) Make sure to limit these to once a week to avoid over inundating your subscribers, and thus diluting your message."
• "Approximately 1–2 weeks before any launch (assuming you have been letting people know something is to come), adjust your drip campaign to only one email that leads to the company, product or technology specific site or webpage."
• "Note: As the technology roadmap, white paper, and/or other documents are published, add those to these emails; Once the beta, waitlist, or whitelist registration opens, change the call-to-action for each email to the link to the beta, waitlist, or whitelist; If you are further out or have less details solidified, you can adjust the content to reflect that circumstance."

Key quotes:

• "We find that many startups and early stage companies don’t realize the power of investing in email marketing, and instead focus their efforts on other channels, like social media."
• "By creating targeted email nurture campaigns, you can position your company as a helpful resource while building trust throughout the buyer’s journey."
• "Investing in email marketing segmentation makes it easy to send targeted and personalized content to prospects based on their specific needs and concerns."
• "With engaging content and a consistent cadence, email marketing can guide your prospects along the entire buyer’s journey, improve your industry credibility, and shorten your sales cycle."
• "Invest time in building a content marketing strategy that not only “lures and hooks” a prospect, but that can be repurposed in email marketing campaigns to further engage."
• "Sharing relevant industry news articles in your email campaigns is an easy way to engage your audience, and position yourself as a helpful thought leader in the space."

Transcript: Hi there. So, once you're ready to start usingan email marketing campaign you'll need to know how to get started. An email marketing service can guide you through the process from start to finish. We're going to discuss the typical features and benefits of email marketing services. We'll talk about how these tools can give you insights into customer behavior so you can deliver more personalized content. While there aremany options to choose from most email marketing tools share a few common features. The first, is a contact database that stores all of your customers information. At minimum the database needs to includean email address for each contact. Most software services allow you to include additional information like name, mailing addressand other information. You should startbuilding your email database by adding customer data you already have. Most services allow you to upload datafrom a spreadsheet which is a handy feature if you have a lot of information to include. Next, you want to get people the abilityto subscribe and unsubscribe themselves. Most email services provide an online formthat you can add to your website by copying and pasting a little bit of code. Your website visitors can then submit the... See more →

Key quotes:

• "When you factor in the higher response rates, direct mail is at least as profitable as online marketing."
• "It’s also true that lead collection forms typically don’t ask for mailing addresses."
• "Or, use a contact information API in your lead generation forms to get mailing addresses in real-time as you collect leads."
• "However, direct mail can do a few things that digital marketing can’t."
• "So, you can use direct mail to target audiences that might never respond to your online marketing."
• "That leads us to the next advantage of direct mail… Since prospects can hold direct mail in their hands, and even just opening a mailer requires more action than clicking an ad or opening an email."

Key quotes:

• "Your digital marketing plan has to consider SEO, analytics, web positioning, strategies, social media, goals, and metrics."
• "When developing a digital marketing plan, you have to include components such as determining your target audience (buyer persona), business objectives, and an adequate value proposition."
• "You can work on developing this part of your digital marketing plan with the SMART goals framework in mind: specific, measurable, attainable, relevant, and timely goals."
• "Therefore, when it comes to defining your strategy for carrying out your plan, keep these factors in mind: – Segmenting your target audience: Know who you want to address, what their tastes, needs, or preferences are, where are you looking to meet their expectations, etc."
• "You need to know how you’re going to communicate your unique value proposition and how to do so appropriately in the channels where your audience is present (social media, blogs, email marketing, and more)."
• "Measuring the effectiveness of the strategies and activities we implemented in our digital marketing will help us correct what doesn’t work to achieve the goals we set."

Transcript: Hello. So you've signed upfor an email marketing service and you're ready to get started on your first campaign. Let's now talk about grabbing your customer's attention with strong subject lines, keeping their attentionwith concise and relevant content, and offering links for more information. Okay, let's say you own a pet supply shop. You've been collecting names and emails and pet types of both prospectiveand loyal customers, and now you're ready to launch your first email marketing campaign. You want to send an email announcement aimed at dog and cat owners, telling them all aboutthe latest and greatest all-natural pet foods that you offer. But in order to get customersto read your newsletter you first have to get themto open the email. It's all about making a good first impression here. Think about what your customers seewhen they glance at their inbox. Will your email make them want to open it? The two things they'll see are your business name in the from field and the subject line of your email. Be sure to use a nameand email address in the from field that clearly identifies your business. People are more likely to open an email from someone they recognize... See more →