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UNIQ Online Marketing Programme 2

Module 4, Lesson 1Keep in Touch with Email Marketing

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Introduction

Email marketing is now one of the most popular forms of marketing, particularly for small businesses.

Word of warning!Email marketing is a great tool, but it is also one of the lazier forms of

marketing.

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Introduction

In recent years there has been an increase in ‘pyjamas and

prayer’ marketing.

Email marketing has to be part of a wider mix of activities.

It should support your overall marketing plan and the relationships

you are developing with prospects and customers.

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What you will cover in this lesson: -

• The secret to email marketing

• Why it is an important form of marketing

• How to go about setting up your own form of email marketing

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The secret to email marketing

The issue? It gained popularity and recipients became immune.

So how do we engage our database and contacts whilst promoting our business?

When email first became a popular form of marketing, companies would send the same

message to everyone and it would probably be a fairly straightforward sales letter.

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The secret to email marketing

There are two things that will significantly increase your opening and response rate.

1. The combination and variety of emails

2. How well you tailor and segment your message and database

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Combination and Variety

The important thing is not just what you say, but what you deliver.

Your email marketing should include links and attachments.

Add value by attaching free products, articles, video, tests, white papers, and audio clips.

The possibilities are endless!

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Segmenting and Tailoring

Segmenting your database and tailoring your email message to specific customer groups will significantly increase the response you

get from your email marketing.

Customers want to buy from experts and specialists, not generalists.

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Segmenting and Tailoring Example

I once came across a marketing training course specifically for carpet cleaning

business owners.

It was a niche programme and sold very well because it was tailored to meet this

industry’s needs and marketing challenges.

Tailoring your email message and strategy to specific customer groups will increase your response and results.

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Value and Education

The perceived value and worth of the information and communication you

send out will ultimately determine the success of your email marketing.

Capture their interest and help them develop their own business or skills by

educating your audience on your subject of expertise.

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Value and Education

Educating your customers creates a demand and desire for your product and service.

Through education you can avoid the hard sell.

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Why is email marketing important?

The primary function of email marketing is to:

• Keep in touch with customers and contacts

• Keep your brand in the forefront of their minds

• Maintain a relationship with them

On average a customer has to have been exposed to a brand at least seven times before they can consciously remember it.

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Why is email marketing important?

If you do not use email marketing you will not achieve the full return on your investment or create the impact you

hope to with your marketing.

This is a proactive form of marketing that shows you want to stay in touch,

which adds credibility.

Email marketing also presents new opportunities if it is read by the right person at the right time.

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How to produce your own form of email marketing

1. Decide exactly what you want to achieve by having an aim and objective that includes the overall email marketing campaign.

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How to produce your own form of email marketing

2. Decide the tools and forms of media you wish to include and consider the topic and purpose of the email to determine what would best support it.

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How to produce your own form of email marketing

3. Include your call to action in the format of our emails.

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Summary

• Write your emails from the perspective of the customer.

• Be weary of the tone and how empathetic you are to your audience.

• Get these elements right and you will gain interest and trust from contacts.

• Always consider the challenges, issues, desires and needs of your recipients.

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For help with Module 6, contact Ruth or Ben:

Email: ruthandben@souniq.co.ukTweet: @UNIQ_Academy and @BCartwrightUNIQ

Visit our LinkedIn group: UNIQ - The Academy for Entrepreneurs

Write on our wall: https://www.facebook.com/UNIQ.Academy

Visit the Members Library to Access Additional Resources for This Module:

http://www.souniq.co.uk/uniq-members/library