Liam Veitch

Email marketing is one of the most cost-effective and precise marketing methods available. I thought I’d just quickly chat about the power of email marketing.

I’ll give you an example scenario. The example scenario that we get often from our clients is that “We send out email newsletters. We send them Outlook and we put all the addresses in the BCC column. We never get any replies other than people replying saying ‘Take me off this list.’” If that sounds like you, then this video’s probably for you.

What we do differently – again, it’s not unique to us; this is quite general industry stuff – we send out personalised email marketing campaigns that are timely, measured, legal and cost-effective.

Personalised: I’ll start with that. If you’ve even received an email that says “Hi name” – “Hi John”, “Hi Sue”, whatever – that’s personalised, and we can do that. All you’ve got to do is provide the data for that. That gives you lots of opportunities for personalising it further.

A lot of customers, maybe, are ecommerce customers that have had customers that have bought something in the past. Providing you’ve got that in some sort of spreadsheet somewhere, or you’ve got their town, you could say things like “Hi. Hope the weather’s well in town” – “Hope the weather’s well inManchestertoday. It certainly is with us. Thought you’d be interested in this as I noticed last time you bought this” – Sony Vaio PC, whatever.

It just really increases the relevance to the receiving party. I’ll quickly jump to legal, because it’s kind of mixed in with that. When I say relevance to the person that’s reading it, it means that it’s not spam, basically.

Every one of our emails – and the chances are you’ve not got this on your own if you’re sending them yourself – every one has an unsubscribe point, so it’s quite easy to unsubscribe, as well. It’s just a one-click thing; they click and unsubscribe, and they’re taken away from the list.

They’re added then to your suppression list so that when you send us new data, you don’t have to manually go through and change spreadsheets. That’s the way a lot of our clients managed that previously to using us. They’d have an email that would go out, and they’d get an email back – a pretty irate one with “Remove” in the subject line.

It’s quite dated that way of doing things, and it’s not legal. There are rules against that kind of stuff. So you’ll be fully within the law, and it just gives people that right to say “I want to unsubscribe from this,” which is fair enough, and then you’ll never email them again.

At the end of the day, if you’re pulling people like that off your list, then you’re saving yourself cash further down the line. The chances are they’re not going to be interested if they’re that irate about receiving your email.

Timely: if you’ve got an offer, how else could you promote that offer other than to send it to your customers? If you’re selling plasma televisions and you’ve suddenly got some end-of-season stock that you want to get rid of, and you’ve got 5,000 people on your mailing list, then you can send that to them and say “Look, I’ve got six of these left. Would you be interested, John?” Remember you can personalise that bit.

Measured, as well, so you can see right down to what time they opened it, what email client they were using, when they opened it, how many times they opened it, whether they clicked, how many times they clicked it. Then you can follow them, because each time somebody clicks that, their visit when they visit your website is tagged.

In Google Analytics – again, there are other videos about that; if you’re not too familiar with that, just bear with me a second. Once they’re in Google Analytics, you can then watch them, if you will, travelling through your website. That information is power, surely.

If you can know that this person, John Smith, clicked this, they went through to this page, then they went to that page, then they went to that page, then actually they left, then is there something wrong with that page? Is there something wrong with your checkout process? It leads a lot more to business decisions that you wouldn’t otherwise know.

They’re nicely segregated within your Google Analytics to say this group of people received this email, and this is what they did, and 10 of them bought. So then straightaway you can look at was this email worthwhile? Did people buy anything from there? Otherwise, how would you know that stuff?

There’s a very, very easy interface for you to go in there and have a look yourself, or what we’ll do is just send you a PDF report that says this many people opened, this many people clicked it, when they got to the site, this many people actually completed a conversion – whatever your goal is. It might be that your goal is a contact form submission. It might be that your goal is a telephone call.

You can’t… I say you can’t track that, you can track that and we’ve got another video actually that tells you how you can track phone calls from within Google Analytics, but for the purposes of this we’ll say that mainly the things on your site – goals that people are carrying out on your site – we can track, but you can actually track telephone calls as well. Check out the video about tracking telephone calls in Analytics, and that will give you a bit more information on that.

Cost-effective: to send an email shot out to, maybe, 5,000 of your previous customers, it’s going to cost you something like – for a fully-managed service; this is excluding the template design and things like that – it’s going to cost you between £100 and £150. If you’re selling plasma televisions that are retailing at £500–£600, how many do you need to sell to make that back? Not a lot.

If nothing else, it keeps you in touch with your customers – your previous customers. Again, I keep talking about customers, it could be people that have signed up on your website or people that have registered an interest in some way.

What you can’t do is scrape lists, buy lists, and then send it through us. You can through some other providers, but we don’t offer that service. We like to think that the people that we’re sending to are going to be wanting to read it, not that they’ve just been bought from somewhere.

We’ll always insist that they’ve opted-in in some way. It doesn’t necessarily need to be what they call “double opt in”, but if they’ve somewhere subscribed – even if it’s a piece of card that you’ve received at an exhibition stand that says “I want to be on your mailing list”, or an application form where they’ve ticked a box, whatever – that’s okay. What we don’t want is bought lists. Again, there are other ways that you can do that; it’s just not for us.

That’s about it. Hopefully that explains the benefits that email marketing can bring you. If you’d like for us to give you some ideas on how we can manage that for you, just give us a shout. Other than that, that’s about all.

I’ll speak to you soon.

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Liam Veitch

Posted By Liam

Liam heads up the Production Team here at Tone (amongst other things). Connect with Liam via @toneliam or Google+ Liam Veitch