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05 Lead Generation - Email Campaign

JSS -DM305 Lead Generation-BL01M03-Day05-20Oct20

Class notes :

  1. Identify the customer - Target Email receiver

  2. e commerce site/ bulk-retail seller.

  3. Go their website, figure out who is the decider/influencer.

  4. Do research on the key personnel who are responsible/tell where to look?

What is Email Marketing

Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations

Email marketing is a form of direct marketing that uses email to promote your business's products or services. It can help make your customers aware of your latest items or offers. It can also play a pivotal role in teaching folks about your brand or keeping them engaged between purchases.

It can be used thoughtfully to build loyalty and trust in your brand. Email marketing is important for building relationships with prospects, leads, current customers, and even past customers because it gives you a chance to speak directly to them, in their inbox, at a time that is convenient for them

Get Started With Email Marketing:

  1. Choose an email marketing service provider. Tool or direct Email.

  2. Gather contacts for your email marketing list.

  3. Add your contacts into your email marketing account.

  4. Set up your welcome email.

  5. Create a reusable email template.

  6. Check for persuasive messages and call to action message

  7. Check subject lines.

  8. Preview and test before you send.

Advantages A well-executed email campaign can:

• Increase sales

• Increase client loyalty

• Generate leads

• Produce additional repeat business

• Reduce marketing costs

3 Important Types of Email Marketing

  1. Email Newsletters. The email newsletter is a one-off communication that can be used to send promotional messages, important account information, product updates, and more.

  2. Transactional Emails. Email receipts, invoices, billing statements, order confirmations are examples of transactional emails. ...

  3. Behavioral Emails - Encouraging a specific behavior.

  4. Product Updates

  5. Information Updates

Disadvantages of email marketing

  1. Spam - commercial email or 'spam' irritates consumers. ...

  2. Undelivered emails - poorly designed emails may not get delivered. ...

  3. Design problems - your email must be designed so that it appears as it should across multiple devices and email providers. ...

  4. Size issues - files need to be small enough to download quickly.

  5. Email Marketing Pro: An Affordable Option for basic, else tool is expensive.

  6. Can reach Millions of People Quickly, cost of sourcing the emails is expensive and time consuming

  7. You May Not be Reaching the Right Audience. ...

  8. Tools to Track Your Efforts are expensive

  9. Your Creativity May be Limited.

How To Measure Email Marketing Success

  1. Deliverability. Deliverability is one of your primary metrics. ...

  2. Open Rates. Your email open rates show the number of people (in percentage points) who open your emails. ...

  3. Click-through Rates. ...

  4. Conversion Rate. ...

  5. Bounce Rate. ...

  6. Unsubscribe Rate. ...

  7. Abuse Reports. ...

  8. Revenue.

  9. Website traffic growth (KPI)

  10. Visitor-to-lead conversion rate (KPI)

  11. Sales-qualified leads generated (KPI)

  12. Opportunities (or pipeline revenue) generated (KPI)

  13. New customers generated (business outcome)

What are the main email metrics?

  1. Open Rate (OR) ...

  2. Click-through rate (CTR) ...

  3. Unique clicks and unique open rate (UOR) ...

  4. Click-to-open rate (CTOR) ...

  5. Bounce rate. ...

  6. Unsubscribe rate. ...

  7. Opens by device. ...

  8. Spam score.

Class Case Study Discussion

Simply-Superb Co is into manufacturing of LED Lights. as a Digital Manager of your company you need to send the online pamphlet by email to potential and existing customers. its a B2B product. how will you go about it?

  1. I would design a pamphlet that describes about all the available products of mine in the pamphlet. And I would mail them to my potential customers.

  2. First of all I would have a set of target customers who I want to send my pamphlet too. I will design my pamphlet in a way that it describes about the products and all the available products. I would keep them updated about my new product and also existing products

  3. "I presume I will be having the email list of potential customers. if i don't, then i'd do market research to get the contact details of the potential customers and send them personalized email flyers.

  4. The email will contain my proposal on how simplysuperb led lights are better than others and how we can keep on delivering the lights for our customers for a potential long term business commitment.

  5. I am going to use the pamphlets to promote my company and get more sales. I would come up with a strategy that by sending out online pamphlets, I would like to see how many potential customers are interested in the products and if they need to know about the details, colors, quotation that is available, I'll ask them to register. I will do email campaigns in order to avoid spam msgs.

  6. Providing discount for the product and first few customers will be provided with cash back offers

  7. "Increasing subscriber engagement by sending different types of email campaigns.

  8. Customized B2B templates.

  9. Curated content.

  10. Will make sure that it will reach relevant recipient.

  11. Adding attractive content in subject so that the receiver should open and see. "

  12. "First identify the potential market for the product. And we have to do STP. Which is very much needed.

  13. Later we have to focus on the existing customers.

  14. Because its little easy compared to acquiring new customers.

  15. Later based on the reviews and feedback and by using multiple strategies we can get in to new customer."

  16. Collect the data of potential customer by posting the pamphlet in carious business portals. After collecting the details like email address send the pamphlet to customer mail personally.

  17. Surveys

  18. "Offering products at less than list price and

  19. Compare other company product "

  20. We Will give a discount and offers..

  21. Will send customized emails to potentials customers and will give discounts on bulk and continuous orders .

  22. Social media (by giving offers, attractive pamphlets etc)

  23. We have to make sure that mails should not go into spam. Reaching each and every customer is not so easy so it is must to send customized pamphlet for each customers knowing their likes to make them buy the products.

  24. 1. Click a photo of Devaraja Circle

  25. 2. Create a poster with that photo

  26. 3. Add a tagline -

  27. ""Celebrate the lighting of life with SimplySuperb Co""

  28. Send to mailing list"

  29. Since it is a B2B I'll concentrate on putting offers on bulk orders bcoz that will attract the potential customers by campaigns and email marketing

  30. PDFs to show printed or online material and digital pamphlets to prospects and clients

  31. Send them a attractive pamphlet with all offers on it with the caption "buy big save big" With customized e-mail

  32. Increase subscriber engagement

  33. Conducting market research , using of our email list to launch the new product , to contact the customer who are currently using the existing product

  34. Business proposal with all the information

  35. Business proposal with all information

  36. Giving offers

  37. We should have product demo video which will come to know customer benefits and product description it's useful in day today life .

  38. Send a newsletter

  39. Create special content just for email subscribers"

  40. "I would make a aware about the product to our existing customers and give ad about the product through social media platform with posters

Class Assignment

1. create a list of minimum 15 email Ids for sending for email marketing of your blog/product

2. create a template of email to be sent

3. update your blog link and embed "Call to Action" in the mail

4. Send and measure your email effectiveness

5. Discuss your success points and learnings from this campaign

Lakshminarasimman V Rao | Marketing Management| Corporate Neeti Consulting | Mysuru

All data above is a combination of data from Internet, purpose of this doc is for research and education only and responses received from Class students and interaction.

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