Five Tips For Content Marketing Success

What Email Means to Your Audience - Now that you know the history of email and its potential growth implications, you are ready to consider what email and email marketing mean to your audience.  This is a critical element to master.

Most consumers do not think in terms of marketing emails they receive and personal emails they receive; they differentiate in terms of personal value and relevancy.    In fact, the term email marketing may not even resonate with your.  The Five Types of Email

Spending time improving the "in-business" tactical elements will not significantly improve your email marketing efforts if you have not first effectively defined why you are embarking on an email marketing campaign, what the ultimate message you want to resonate with your reader is, and how your reader will be able to demonstrate that they have not only understood your message but also acted on it.

Are you ready for the five key types of email you need to know about to create a marketing success?  OK then, let's get down to business.

We believe that out of all the thousands of types of emails you can design, or hundreds of thousands of permutations of creative, ie  images and marketing copy, for your messages, you will ever create only fi ve key types of email messages:
Content Marketing Success
  • Awareness
  • Consideration
  • Conversion
  • Product usage
  • Retention and loyalty

As shown in Figure  these types represent different stages in the overall email campaign.  Although the stages are generally distinct, they may overlap over time as your customer and prospects move through the various stages.

As outlined in Table  , each type plays a unique role in helping a company drive   home its brand or marketing message with a customer; each incites one of fi ve types of actions.

You can effectively choose which type of emails you should send to a customer only once  you  have identifi ed  why you are  sending that customer an email. To help you understand this point better, the next sections explain in more depth the fi ve types of email that can be sent.

Content Marketing Success


Awareness
Forget email marketing for a second, and think about the goal of creating brand or product awareness with your consumer.  At this stage, you are simply trying to create awareness that you exist in a consumer's mind-set.

Now let's get back to email.  Think about how your email campaign-from segmentation to creative and copy design to the call to action and even reporting analysis-will change if the main goal of the email is not to sell but to drive awareness of a brand, product, or service.  Awareness-focused emails often do not work alone.

They are meant to drive a recipient to another location, offline or online, to get more information, or to be engaged with the brand or product.  Apple does this really well, as you can see in Figure   Recently, Apple launched its latest version of the iPhone.

Content Marketing Success

You can see from this creative that the iPhone is not going to be ready for one month. Therefore, the purpose of this email is simply to make consumers aware of something they may be interested in and put the thought into their heads that more messaging is coming so that they will be more receptive to the next message.

Consideration
Once you have a consumer's attention (usually at the point where they have been exposed to your product or service multiple times), you need to think about a new type  of email:  email messages that create and drive consideration.  

Unlike awareness - related  emails,  consideration emails contain educational elements that actively move the reader toward taking an action to  buy or try your product.  These emails focus on specific benefits of the product and in many cases provide a means for people to self-qualify themselves as viable prospects.

Conversion
Conversion emails are the most common form of email marketing messages  that a person receives (outside of personal communications). These messages are your standard, hard-hitting, "Buy it now" and "Sign up today "emails.  But email marketer, beware!

See  Email marketing campaigns  to achieving Maximum Impact "data targeting is key, as is continuing the conversation" 


These emails can be the worst performers when you evaluate your return on investment (ROI).  Conversion emails work well when the reader is already in the mood and mind-set to purchase something from your company.  Send this message to them at any other time, and you run the risk of alienating them from engaging in a future conversation.

Product Usage
After the initial sale has been made, many email marketers get lazy, stop working, or fl ip the responsibility of emails to another department within the company.  Don't fall into this trap!

For example, when you purchase something from Amazon, you immediately receive a confirmation email.  Inside that email are some recommendations of other products that people who bought the same thing you did also purchased.

A week later, you receive an email asking you to complete a survey about how happy you are with the product you have purchased and, again, subtly recommending products "others like you "have tried.  This sneaky but clever service-oriented approach to the email cross sell / up-sell works more times than you can imagine.

Most companies that send conversion-based emails effectively either have a well known product or service or are offering something price-sensitive or as an impulse buy.  Catalog companies typically send these types of emails to subscribers who have purchased from them in the past.

Product Usage
After the initial sale has been made, many email marketers get lazy, stop working, or flip the responsibility of emails to another department within the company.  Don't fall into this trap!

For example, when you purchase something from Amazon, you immediately receive a confirmation email.  Inside that email are some recommendations of other products that people who bought the same thing you did also purchased.

A week later, you receive an email asking you to complete a survey about how happy you are with the product you have purchased and, again, subtly recommending products "others like you "have tried.  This sneaky but clever service-oriented approach to the email cross sell / up-sell works more times than you can imagine.

The bottom line is, once someone purchases your product, they are going to use it.  And whether they like the product or not, they will be talking about their experience, possibly online.

Your best bet is to keep the lines of communication and infl uence open and capitalize on this effort; by sending emails as they are using the product, you can help soothe upset consumers or expand the reach of loyalists.

Source: a book marketing by email

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