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Email Marketing

Email marketing is essentially a digital form of direct marketing. It is one of the fastest growing forms of internet marketing on the landscape today and, done right, it is a very powerful marketing tool. Done wrong it can be disastrous and damage a company’s image permanently. For organizations that do not know all the basic email etiquette, as well as the regulatory compliance requirements, execution on email can often result in driving customers away instead of pulling them closer. When email marketing is done well that same organization has the potential to truly engage their audience with their brand and products or services. This generally leads to greater positive word of mouth exposure, higher revenues, and larger market share in their industry.

The eBoost Way

eBoost approaches email with the same top level strategy as with all of our services. We don’t just throw together a promotion and some content to see what sticks. First we have to figure out who your customers are and what they want from you. You may have readers who will look to you for advice, buzz-worthy news or expertise in your field. In other cases it may be promotional or transactional in nature. Either way the strategy must come first.

Once we know who we are sending to and what we are including, we start with the design process, which takes into consideration your brand’s look and feel and combines it with web reading patterns, email user behaviors, persuasion architecture and more.

Once we’ve got the layout and context just right we start with the best practices for content. Just a few things to consider are:

Sender: We want to make sure that your customers know that they are getting correspondence from someone they want to hear from. We use the best sender practices to help insure delivery to the highest number of inboxes.

Subject: We will compel your reader to open your email with your subject line. The subject line is a “first impression” you can never get back. Subject lines need to be descriptive, personal, and professional in order to make the most out of each send. Let’s face it, there is no point to send emails that no one wants to open. At the same time, the email content must deliver on the subject line’s promise.

Content: We want to make sure the email content is relevant to your target customers and is targeted toward their behaviors – their needs, wants, and demands. We also need to make sure those customers can easily update their preferences. We don’t want them unsubscribing from our communications all together when it was just one type of communication they really didn’t want. Other pieces of the email content to include and optimize:

When you incorporate all these important details into an email marketing campaign, you are able to send targeted and relevant content that your audience wants to receive and share. The growth potential is like no other digital marketing service.

Even if your message is perfect, we never stop testing. In order to make sure that we are constantly improving the engagement of your customers we proactively employ tactics like A/B or Sequential Subject Line Testing, dynamic content, smart list segmentation and preference management.

Case Study

Situation

A specialized organic pet food company needed to increase the percentage of online sales versus in-store sales. An large amount of product was being sold via wholesale distribution and in retail stores. Profit margins were much higher selling directly online and they needed that extra margin to profitably grow the business.

Challenge

While customers were still brand loyal to the company, it was much cheaper for them to purchase the products in a local store due to the high shipping costs associated with the online sales. In order to offset the customers who were now purchasing the product locally they needed to find new ways to increase revenue through their online channel.

eBoost Solution

The Results

Over the next 6 months, email marketing initiatives drove 506% more traffic to the website and online revenue from email increased 292%.

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