In this new series, we’ll be looking at the common reasons that businesses get their email marketing wrong, and how you can avoid the making the same mistakes.

One of the biggest problems that businesses have with their email marketing is that they start in the wrong place. We’ve all done it – you’ve got so much you want to say, and your focus is on the email you’re sending out – but you need to start at the beginning.

You need to look at how you’re going to gather good quality contact data and that you’re allowed to use it, and then how are you going to build insights and an understanding of those people so that your email campaigns are things that they really want to receive. They shouldn’t just be you and what you’ve been doing.

GDPR will revolutionise the way that email marketing is done – and the way you build your lists and manage permissions.

So why is email marketing important?

If I told you that for every pound you spend on it you get a return of £40 or more – that might explain it. A recent report from Wolfgang Jaegel on the ROI of Email Marketing was produced from a deep piece of research in 2014 on how email is used worldwide. There were some staggering results, including how many people have email accounts and what they use them for.

95% of online consumers use email, and many of us regularly buy from email campaigns or are encouraged to visit a store as a direct result. UK brand marketers say that email marketing is of most benefit for customer retention. 91% of consumers check their emails once a day, so you’ve got a good chance of catching someone’s attention.

What do You Need to Get Started?

Email marketing is one of the best conversion tools around, but you need a valid email address for the person you want to contact, and ideally a first and last name. It’s difficult to get started without these.

You need a first name if you want to address them by name – if you want to embed any kind of personalisation into your campaigns you’ll need that. It also helps you to manage your data, particularly if you have people who have one or more names in common. You need information (insights) about them too so that you can make your campaigns relevant to them.

An email marketing campaign can be carried out just as easily from Outlook, Mail or the email software you have on your computer, although most of us would use email marketing software, such as MailChimp, as these allow you to send bulk messages to a group of people.

See email marketing as an opportunity to get into somebody’s inbox and get their attention at that particular time and day. Unfortunately, it has been badly abused, characterised by a lot of spam email. Over the last five to eight years there have been considerable changes, seeing greater sophistication in how we apply marketing. The uptake of content marketing has also had a positive impact, especially to the customer.

You want to get as close as you can to what the customer is asking for, answering their questions and considering their needs and desires.

Email marketing can support other online and offline marketing campaigns and is the perfect ‘call to action’.

 What we will look at in this series:

·     why successful email marketing starts with quality data

·     the best ways to build your email lists ethically & legally

·    strategies for collecting contact data online in line with GDPR

·     best ways to collect data offline to build customer insight

·     why your segmentation strategy needs a reboot

·     the power of personalisation to increase your conversion rates


In the next article, we’ll look at how GDPR affects your marketing.

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