I always try to encourage event attendees to write reviews of our events for the IIA Blog. Niall Mc Henry of IIA Member Company SaveAFewBob.ie lept at the chance and wrote the following review of a recent event. If you would like to write an honest review, check out our guest blogger guidelines and have at ye!
In the meantime a big thanks to Niall!
The event Niall is reviewing was titled “Get Straight to your customers with Email Marketing” and included presentations from denise cox of newsweaver, Irene Gahan of IIA Member Company Rehab Bingo and Gary Davis, Deputy Data Protection Commissioner. The slides from the presentations are available in the Resources section of IIA.ie If you attended the event and have anything further to add please leave a comment or trackback below – thanks! If you would like to hear about future events please either sign up for our free newsletter and events alerts or subscribe to our Events Feed.
Over to Niall:
As a novice e-mail marketer about to embark on an e-mail marketing campaign, I recently attended the seminar on email marketing organised by the IIA. There were some excellent learning points to take from the session which I hope to build into our own company’s newsletters. For those who were unable to attend, here are some of my thoughts which you may find helpful.
Of all the online marketing tools available to businesses, email marketing is the only mechanism which affords marketers full control whereby we can push information to our customers. With all other online marketing tools, the user/customer is in the driving seat, dictating what information they are looking for and where and when they will search for it.
Email marketing allows us to get in front of our customers with our message at the time of our own choosing. This is a golden opportunity to communicate with people who are genuinely interested in our product/service. We should be grateful for this and respect the fact that we have permission to contact them. (Yes, you do need their permission!) It is imperative that we consider the parameters within which we are operating when planning our Email Marketing Strategy.
Denise spoke of the 7 Critical Steps to Email Marketing Success. Below I highlight the key points which we hope to integrate into our own newsletters.
- Set clear objectives and goals
- Build brand loyalty
- Encourage readers to visit our site
- Reward members with prizes/giveaways
- Offer alternative promotional channel to advertisers
- Invite readers to sign up to follow us on Twitter/Facebook
- Look your best
- Design should be consistent with existing branding
- Clean design: a few short paragraphs with prominent headlines
- Not too wordy, easy to scan
- Light and engaging in tone
- Visuals can be effective
- Include great content
- Content is king (and it builds your reputation)
- Relevant and timely
- Quality as opposed to quantity
- WIFM: What do your customers want to read? What’s in it for them?
- Short snappy paragraphs – readers are time poor
- Have strong calls to action
- Email Us
- Download this
- Click here (include hyperlinks to specific landing pages)
- Follow us on Twitter
- Avail of this exclusive offer
- Get into the Inbox
- Best to use a professional email service provider
- Check compatibility with different browsers
- Test prior to sending
- Keep your database clean and up to date
- Stand out in the Inbox
- A good heading can ensure higher open rate
- How can you stand out from the crowd(ed) Inbox?
- Can you create instant recognition?
- A personalised email creates trust. Avoid sent from info@, no reply@
- Measure and test for best results
- E-mail marketing is an iterative process
- Learn about your audience. What are their preferences?
- Segment your database if appropriate
- Study metrics, what was opened, which calls to action were answered?
- What can be improved the next time?
Hope this helps. Happy Email Marketing!