Fundamentals of Email Marketing
Not too long ago I watched a lecture video that I would like to share called "The Fundamentals of Email Marketing" from FIT. It was interesting to understand the basic components of email marketing. First, permission marketing is the consent to receive communication by consumers. This includes email, text messages, tweets and Facebook notifications. This does not include harvested contacts, forwards to friends, directory listings, unconfirmed opt-ins, non-consent rentals and purchased lists.
It is important to have high performance emails for obvious reasons. Some characteristics of high performance emails include relevancy, expectations and welcoming. There are also differences between performance emails which include opt-out, single opt-in and double opt-in. Opt-out is when a consumer has to take an action in order to communicate, however, this is not a preferred method. Single opt-in is when the user has to uncheck the box and convince the consumer to check the box to begin communication. Then there is double opt-in which is an email subscription confirmation, considered a best practice.
There are five steps when becoming successful with opt-in emails. The first one is to offer something that makes the consumer want to open the email. The second is to teach the consumer a skill. The third is to reinforce the incentive to maintain permission. The fourth is to offer new incentives to gain additional permissions. The fifth is leverage the permission to generate revenue. Some incentives that can be offered for email capturing include white paper downloads, audio/video instructions, free software trials, newsletter subscriptions, daily horoscopes and coupons. It helps to have a "Hook" on your site as well. This will help get people to submit their email on their website.
One other important concept to understand includes required vs. optional data fields. Required fields typically include first name, email and zip code. Less is more when it comes to this because more people are apt to filling out the form the less fields it has. Some optional fields include last name, email confirmation, secondary email, frequency, demographic, interest and formal (HTML or text). In order to know the amount of field to use depends on your audience, your relationship with your audience and what you plan on doing with the information. Then you can determine the amount of fields to use.
Reference:
FIT Video: The Fundamentals of Email Marketing. 8/20/15
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