Unit 327 – Email Marketing

Aim of this unit

E-mail marketing is a primary tool in online marketing. Businesses use this to tailor messages to their customers and new leads.

With this unit, learners will develop an understanding of the processes and best industry practices required for effective email marketing and the technology that supports those processes.

Learners will be expected to be able to demonstrate managing a mailing list, creating a message and using an e-mail marketing service or system to run an email marketing campaign and evaluate its success.

Section One

1. Understand the requirements for e-mail marketing

E-mail marketing is a great way to connect with customers and keep them updated on your latest products or services. But before you can start e-mailing your customers, you need to make sure you understand the requirements for e-mail marketing.

The CAN-SPAM Act of 2003 sets the rules for commercial e-mails, including requirements for unsubscribing from lists, providing an opt-out mechanism, and including a valid physical postal address. Failing to comply with these rules can result in significant fines.

In addition to complying with the CAN-SPAM Act, there are other best practices you should follow when sending e-mails to customers such as GDPR – General Data Protection Regulations which protect the readers’ data in the way it is used and stored.

Make sure your subject lines are catchy but not misleading, avoid spammy language, and design your emails so they look good on any device. And most importantly, always test your e-mails before sending them to ensure that they look and function correctly.

Following these guidelines will help you avoid any legal issues and ensure that your e-mail marketing campaigns are successful.

1.1 Describe the benefits of e-mail marketing

E-mail marketing is one of the most effective and efficient ways to reach out to customers and promote your products or services. It allows you to connect with a large number of people quickly and easily, and it’s a great way to build customer loyalty. In addition, e-mail marketing is an affordable way to reach your target audience. And, it can be a very effective way to drive traffic to your website or blog.

There are many benefits of e-mail marketing, but some of the most important ones include:

• Reach a large number of people quickly and easily – E-mail marketing allows you to reach a large audience with minimal effort. You can send out mass e-mails to your list of subscribers with just a few clicks of a button.
• Build customer loyalty – E-mail marketing is a great way to keep in touch with your customers and build relationships with them. By sending out regular e-mails, you can stay top of mind and make sure that they think of you first when they need your products or services.
• Affordable – E-mail marketing is a very cost-effective way to reach your target audience. It’s much cheaper than other forms of marketing, such as print or television advertising.
• Drive traffic to your website – If you include links to your website in your e-mails, you can drive traffic to your site and increase your number of visitors.

E-mail marketing is an extremely powerful tool that can help you boost your sales and grow your business.

1.2 Describe the stages involved in e-mail marketing

E-mail marketing is a process that involves several stages in order to be successful.

1. Set objectives – specifying the goals of the campaign, determining who the target audience is, and figuring out what messages will be sent.
2. Creating mailing lists – compiling a list of email addresses of people who will receive the messages.
3. Creating the messages themselves – this entails writing the content, designing and styling it accordingly, and testing it for technical accuracy.
4. Sending the messages – after making sure that everything has been properly tested and configured.
5. Reporting on results – how many people opened and clicked through the messages, as well as evaluating their effectiveness.
6. Taking corrective action – this is based on the evaluation of the results in order to improve future campaigns.

E-mail marketing can be a very effective way to reach out to potential and existing customers, but only if it is done correctly. By following these six steps, you can ensure that your e-mail marketing campaigns are successful.

1.3 Explain the criteria for segmenting leads for e-mail marketing

Segmenting leads for e-mail marketing is the process of dividing a list of potential customers into smaller, more homogeneous groups in order to send them more relevant content. This can be done by using factors such as job position, gender, age, previous buying habits, lifetime value, and location. Each group will then receive different content that is tailored to their specific needs and interests. By doing this, businesses can increase the likelihood of conversions and create a more positive customer experience.

There are a variety of different criteria that can be used when segmenting leads for e-mail marketing. The most important thing is to choose criteria that will allow you to send messages that are relevant to each group. Some common factors that are used include:

–Job position: Different job positions will have different needs and interests. For example, a human resources manager will be interested in information about employee retention, while a marketing manager will be more interested in leads and sales numbers.

–Gender: Men and women often have different interests. While some products or services may appeal to both genders, others may only be of interest to one or the other.

–Age: Age can be a determining factor in what type of content is relevant. For example, someone who is in their 20s may be interested in different products than someone who is in their 50s.

–Previous buying habits: Knowing what someone has purchased in the past can help you to determine what they might be interested in buying in the future.

–Lifetime value: Customers who have a high lifetime value are usually more interested in long-term features and benefits than those who have a low lifetime value.

–Location: Different locations will have different needs. For example, someone in a rural area may be interested in different products than someone who lives in a city.

By using segmentation, businesses can send more relevant e-mails to their leads, which can lead to increased conversions and a better customer experience. When choosing criteria for segmentation, it is important to consider the needs and interests of each group. By doing this, you can ensure that you are sending the right content to the right people.

1.4 Explain ways of generating leads for e-mail marketing

Generating leads for e-mail marketing can be a challenge, but there are a number of ways to do it.

One way is to research potential customers online and purchase lists from reputable companies. You can also identify leads within your existing database or record information about potential customers gathered through other marketing efforts. Finally, you can use social media to generate leads for your e-mail marketing campaign.

When generating leads for an e-mail marketing campaign, it is important to make sure that the leads are qualified. This means that they should be interested in the products or services that you are offering and should be a good fit for your target market. You can generate qualified leads by ensuring that your e-mail list is targeted and by providing quality content that will interest your target market.

It is also important to consider the timing of your e-mail marketing campaign when generating leads. You will want to make sure that you send your e-mails at a time when your target market is most likely to be checking their e-mail. This could be early in the morning, during their lunch break, or in the evening.

Sending your e-mails at times when your target market is less likely to check their e-mail will decrease the chances of your e-mails being read and could lead to more leads being unsubscribed from your list.

1.5 Explain the legal requirements to be considered for e-mail marketing

There are several elements that need to be considered when sending emails, especially the legal requirements. Some of the essential elements are listed below:

The use and storage of personal information

Personal information must be collected and used in accordance with General Data Protection Regulations (GDPR) which came into force in May 2018. This means that you must have the consent of the individual to collect, use or disclose their personal information, and you must take steps to protect it from unauthorized access or use.

Confidentiality

E-mail marketing communications must be kept confidential. They should not be shared with anyone outside of the organization without the express consent of the individual.

SPAM

E-mail marketing communications must comply with anti-SPAM legislation, which prohibits sending commercial electronic messages without the recipient’s consent. This legislation also requires that e-mail messages include an unsubscribe mechanism so that recipients can easily opt-out of receiving future messages.

Unsubscribe

Since the introduction of GDPR regulations in May 2018, it is mandatory to allow users to unsubscribe easily from their email correspondence. This provides both clarity and transparency in the way you operate in order to build trust within your brand.

Cross-border issues

E-mail marketing communications may need to comply with other countries’ laws governing the sending of commercial electronic messages. For example, if you are targeting customers in the United States, your messages may need to comply with the CAN-SPAM Act.

Breach of privacy

If there is a breach of privacy in an e-mail marketing campaign, the organization may be held liable. This could include if personal information is collected without consent, if messages are sent to people who have opted out, or if messages are sent without an unsubscribe mechanism.

Organizations should have policies and procedures in place to ensure that their e-mail marketing campaigns comply with the law. They should also train their employees on these requirements and monitor their compliance.

Section Two

2. Understand the technology used in e-mail marketing

Almost everyone has an e-mail account these days, and many people use it as their primary means of communication. Because of its widespread use, e-mail marketing can be a very effective way to reach potential customers. However, in order to be successful, you need to understand the technology behind it.

In order for an email message to be delivered, it must first be sent from the sender’s server to the recipient’s server. The recipient’s server then forwards the message to the recipient’s mailbox, where it is stored until the recipient checks their email. If the message is spam, however, it will likely be deleted or blocked by the recipient’s server before it ever reaches their mailbox.

Email marketing software is used to manage lists of subscribers, send out mass email messages, and track the results. The most common type of email marketing software is an email autoresponder, which automatically sends out pre-written email messages in response to certain actions taken by the subscriber, such as signing up for a newsletter or making a purchase.

Email marketing can be a very effective way to reach potential customers, but it is important to understand the technology behind it in order to be successful. Email autoresponders are the most common type of email marketing software, and they can be a great tool for managing subscribers and sending out mass email messages. However, they must be used carefully in order to avoid being marked as spam.

When used correctly, email marketing can be a powerful tool for reaching potential customers. However, it is important to understand the technology behind it in order to use it effectively.

Email autoresponders are the most common type of email marketing software, and they can be a great tool for managing subscribers and sending out mass email messages. However, they must be used carefully in order to avoid being marked as spam.

2.1 Describe the functions of e-mail technology systems

E-mail technology systems are used to send and receive messages electronically. They can be used for personal or business purposes, and allow people to communicate with each other quickly and easily. There are a variety of different e-mail systems available, each with its own features and benefits.

Choosing the right system can be confusing, but it is important to select one that meets your needs and fits into your budget.

Most e-mail systems allow you to send and receive messages, attach files, and organize your messages into folders. Some systems also offer additional features, such as the ability to hold video conferences or chat with other users in real time. E-mail systems can be used on computers, tablets, and smartphones, making them very versatile.

When choosing an e-mail system, you should consider the following factors:

• Ease of use: How easy is the system to set up and use? Does it have a user-friendly interface?
• Cost: Is the system free, or does it require a subscription?
• Security: How secure is the system? Does it offer features like encryption and two-factor authentication?
• Storage: How much storage space does the system offer?
• Compatibility: Is the system compatible with the devices you use?

E-mail systems are an essential part of modern life. By selecting the right system, you can make sure that you have a safe, secure, and easy-to-use way to communicate with others.

2.2 Describe best practices in creating e-mail marketing messages

E-mail marketing can be a very effective way to reach out to customers and promote your products or services. However, in order to be successful, it is important to follow some best practices.

First, make sure your e-mail messages are well-written and easy to read. Use short paragraphs and clear headings so people can scan them quickly. And always proofread your messages before sending them!

Second, make sure your messages are relevant to your customers. Don’t send them information that isn’t of interest to them, or they’ll quickly lose interest. Instead, focus on the benefits of your product or service and how it can help them improve their lives.

Finally, make sure you send your messages at the right time. Most people check their e-mail first thing in the morning, so try to send your messages then. Or, if you have a special offer that expires soon, send an e-mail reminder just before it ends.

Some of the elements you need to be aware of include:

Content

Creating content is an art form. It takes time, effort, and dedication to create quality content that will resonate with your audience. Here are four tips to help you get started:

Know your audience: Before you can begin creating content, you need to know who your audience is and what they want. Tailor your content to meet the needs of your audience, and make sure it is relevant and interesting to them.

Be original: Don’t copy someone else’s work or ideas – be creative and come up with something new! Originality is key when it comes to standing out from the competition.

Be consistent: Consistency is important when it comes to building trust with your audience. Make sure you are publishing new content on a regular basis, and that all of your content meets the same high standards.

Edit carefully: Once you have created your content, take the time to edit it carefully for grammar mistakes, typos, and inaccuracies. Nothing ruins a good piece of writing like poor editing skills.

Content elements

When creating any type of content, it’s important to follow best practices in order to ensure that it will be effective. This includes using images, links and calls to action in the right way.

Images can be a great way to engage your audience and help them understand your content. However, you need to make sure that they are high quality and relevant to your topic. You also want to make sure that they are sized correctly for different devices so that they look good no matter where people view them.

Links are another important part of content creation. When used correctly, they can help people learn more about your topic or take further action on your site. It’s important to choose links that are relevant and interesting to your audience, and that opens a new window so people don’t lose their place on your page.

Calls to action are a key part of any marketing strategy and should be included in all of your content as well. They allow you to prompt people into taking the next step towards buying from you or subscribing to your newsletter. Calls to action should be clear and concise, and easy for people to find visually on the page.

Design elements

Design is about more than just looks. It’s also about functionality and usability. In order to create an effective design, you need to focus on the user experience as well as the aesthetics.

Layout – Designers often struggle with the task of layout, as they must consider how to best present their content in a way that is both visually appealing and easy to understand. There are a few key things to keep in mind when creating a layout:

Use whitespace effectively. Don’t overcrowd your design; allow for some breathing room between elements. This will make it easier for the viewer to take in all of the information at once.

Think about hierarchy. Place important items higher up on the page, and use size and colour to draw attention to them. This will help the viewer know what is most important right away.

Use contrast wisely. If everything in your design looks the same, it will be difficult for the eye to distinguish one element from another. Use different colours, shapes, and sizes to create contrast and visual interest.

Be consistent. Your design should have a cohesive feel to it; all of the elements should work together to create a unified whole. This means using similar colours, fonts, and layouts throughout the design.

Keep it simple. Don’t try to pack too much into one design; less is often more when it comes to layout. Use negative space to your advantage, and don’t be afraid to leave some areas of the page empty.

Styling should be simple and consistent, and the structure should be logical. Whether you use templates or customise it needs to reflect your brand and its tone of voice so that readers become familiar to your consistent communication.

A website’s “above the fold” content is the most important content that a user sees when visiting a web page. It’s the first thing that users see, so it’s essential to make sure that this content is high-quality and engaging.

There are several best practices for creating effective above-the-fold content. One of the most important is to make sure that your text is easy to read. Use short paragraphs and clear, concise language. Be sure to use strong headlines and subheads to break up your text and help users scan it quickly.

Another key element of effective above-the-fold content is images and videos. Make sure that your images are high quality and relevant to your topic, and be sure to use videos if they will add value to your site. Remember that users are more likely to engage with visual content than with text-only pages.

Finally, consider using calls to action (CTAs) in your above-the-fold content. CTAs can help encourage users to take the next step, whether it’s signing up for your newsletter, downloading a white paper, or making a purchase. Use strong language and make sure your CTA stands out from the rest of your content.

Mobile friendly

Designing for mobile devices is a complex process that requires careful consideration of the user experience. There are a number of best practices that can help you create an effective and user-friendly mobile design.

One key consideration is designing for different screen sizes and resolutions. You’ll need to create layouts that look good on a variety of devices, from small phones to large tablets. You’ll also need to consider how users interact with touch screens and optimize your designs for both portrait and landscape orientations.

Another important factor is ensuring good usability. Your users should be able to easily navigate your app or website and find the information they need quickly and easily. You’ll need to use clear navigation menus, labels, and other interface elements, as well as make sure all links work correctly.

Finally, you’ll want to focus on creating an engaging user experience. Your users should feel engaged with your designs, and enjoy using your app or website. Use attractive visuals, interesting animations, and engaging interactions to keep your users coming back for more.

2.3 Explain the causes of technical obstacles encountered in e-mail marketing

E-mail marketing can be an extremely effective way to reach customers and promote your product or service. However, there are a number of technical obstacles that can prevent your e-mails from being delivered or read by recipients.

Incorrect or outdated e-mail list – if you are using an old or outdated e-mail list, there is a good chance that some of the e-mail addresses on your list are no longer active. This can result in your e-mails being automatically bounced back as undeliverable.

E-mail deliverability – this refers to the ability of your e-mails to actually reach the inboxes of your recipients. Many factors can affect e-mail deliverability, including spam filters, blacklists, and whitelists. If your e-mails are not being delivered, it is important to check with your e-mail service provider to find out why.

Emails are being blocked by firewalls or network issues – this can happen on both your side and that of your email recipient. If the email is not appearing in the inbox, it may be going to a spam or junk mail folder. Many email providers have filtering options that allow you to control where your emails go.

Bad design – if your e-mails are not visually appealing or easy to read, recipients are likely to delete them without even opening them. Make sure that your e-mails are designed in a way that will encourage recipients to actually read them.

Readability – this can include missing images, broken layout and poor rendering which can all deliver a poor user experience which will cause a reader to click away or worse still unsubscribe.

Attachments within an email – these can be flagged by the email service provider as suspicious and quarantined as they may be deemed spammy. This may prevent it from getting through or even being placed in the spam folder automatically. Be careful what you attach and avoid large files too.

Limitations of tracking methods – this can make it difficult to measure the success of an email campaign. If clicks and open rates are low it may not be the fault of the email but rather how it was received. Check things like subject lines, sender name, time sent and devices used before making changes to your strategy.

By understanding and troubleshooting these technical obstacles, you can ensure that your e-mail marketing campaigns are successful.

2.4 Explain the purpose of different types of data provided by technology to measure success

Technology has created a number of different types of data that can be used to measure success. The most common type of data is sales data, which measures how much product or service has been sold. Other types of data include customer satisfaction surveys, website analytics, and social media metrics. Each type of data provides a different perspective on how successful a business is.

Sales data is the most common type of data used to measure success. This data measures how much product or service has been sold. Sales data can be used to track the performance of a business over time or to compare the performance of different businesses.

Customer satisfaction surveys provide another perspective on success. These surveys ask customers how satisfied they are with a product or service. Satisfied customers are more likely to continue using a product or service, and to recommend it to others.

Website analytics measure how people interact with a website. This data can be used to improve the website, and to better understand the needs of website visitors.

Social media metrics measure the engagement of users with a brand on social media. This data can be used to improve the visibility of a brand, and to understand how customers feel about a brand.

Reports provide a high-level overview of key performance indicators (KPIs), tracking helps businesses identify trends over time, analysis can help tease out specific causes of change, statistics provide definitive numbers, and metrics give a comparative view of how well one business is doing compared to another.

Technology provides a wealth of data that businesses can use to measure success. Here are some of the different types of data that are available:

• Reports: High-level overviews of key performance indicators (KPIs)
• Tracking: Identification of trends over time
• Analysis: Teasing out specific causes of change
• Statistics: Definitive numbers surrounding undelivered, bounce back, out of office, unsubscribe,
  opened, click-through recipients
• Metrics: Comparative view of how well one business is doing compared to another

Section Three

3. Be able to run e-mail marketing campaigns

Running an e-mail marketing campaign is a great way to promote your business and products. However, there are a few things you need to keep in mind in order to make sure your campaign is successful.

First, you need to come up with a plan for your campaign. Decide who your target audience is, what you want them to do, and what type of content you will be sending them. Once you have this figured out, create a schedule for your campaign and make sure all of your content is ready to go before you start sending it out.

2. Keep track of how people interact with your campaigns

Another important thing to keep track of when running an e-mail marketing campaign is how people are interacting with it. This includes tracking things like open rates and click-through rates. By doing this, you can figure out which types of content are most popular with your audience and adjust your campaigns accordingly.

3. Make sure your content is mobile-friendly

Another important consideration when running an e-mail marketing campaign is making sure your content is mobile-friendly. With more and more people accessing their email on their smartphones, it’s important to make sure your content looks good on a smaller screen. This means using shorter sentences, and larger fonts, and avoiding long blocks of text.

4. Test your campaigns before you send them out

Before you send out your e-mail marketing campaign to your entire list, it’s important to test it first. Send the campaign to a small group of people and see how they react to it. This will give you an idea of any problems with the campaign that you need to fix before sending it to everyone.

5. Analyze your results and make adjustments

After you’ve sent out your e-mail marketing campaign, take some time to analyze the results. See how many people opened it, how many clicked through to your website, and what kind of feedback you received. Based on this, you can make adjustments to future campaigns.

By following these tips, you can ensure that your e-mail marketing campaign is successful.

3.1 Apply criteria from a brief to create a mailing list

When it comes to creating a mailing list, there are a few key things you need to do in order to get the most accurate and up-to-date information.

First, research your customers and find out as much as you can about them. This will include their buying habits, what type of products or services they’re interested in, and where they live. Understanding your customers’ wants and needs will allow you to better tailor the content of your marketing campaigns to meet their expectations and increase conversions.

Once you have this information, you can begin to purchase data from reputable sources that will help you build your list. Places such as MarketScan offer up-to-date mailing lists which afford you the opportunity to create better targeting of your marketing message to your target audiences.

Once you have bought or acquired a list it is always advisable to clean the list with an email verification tool such as hunter.io or Email List Verify which will check that your emails have a high degree of deliverability.

And finally, once you have all of the necessary data, it’s important to segment your list according to the criteria specified in the brief. By doing so, you’ll be able to target your marketing efforts more effectively and increase your chances of making a sale.

3.2 Apply criteria from a brief to create a marketing e-mail message

In order to create an effective marketing e-mail message, you must first understand the purpose of the message. Some of the elements to be aware of are listed below:

• The main goal of a marketing e-mail is to generate leads by persuading potential customers to visit your website or contact you for more information.
• Your e-mail should be well-written and eye-catching in order to stand out from the crowd.
• Include a strong call to action and make sure your website address is easy to find.
• Consider the design layout, style, and prepare images, and add links to ensure the email has a journey for the recipient to follow.
• Your e-mail should also be mobile-friendly, as more and more people are reading their e-mails on their phones.
• Make sure the font is large enough to be easily readable, and that the buttons are big enough to be clicked on without difficulty.

3.3 Test marketing e-mail

Before you hit the send button on your next marketing email, make sure to test it first. Sending out an email that looks great on your computer screen but is a mess when viewed on a mobile device can be frustrating for recipients and could even damage your reputation. Here are some tips for testing your email before you send it:

• Make sure to test how your email will look on different devices, web browsers, and operating systems.
• Check for broken links and incorrect formatting.
• Ensure that all images and videos are properly formatted and visible.
• Test the call-to-action buttons to make sure they work correctly.
• Send a test email to yourself or a small group of friends before sending it to a larger list. This will help you catch any potential problems before they become major headaches.

There are a few technical issues that can arise when sending marketing emails. One is deliverability, which refers to how likely your email is to end up in someone’s inbox. To improve deliverability, make sure to use a reputable email service provider and follow all of their guidelines.

Another issue is spam filters, which can block your email from being delivered to a recipient’s inbox. To avoid this, use clear and concise subject lines and avoid using too many images or links.

How often should you be testing your marketing emails?

It is often said that you should test your marketing emails multiple times before sending them out to ensure that they are effective. However, there is no definitive answer to this question. In fact, the amount of testing you should do may vary depending on a number of factors, such as how familiar you are with your target audience and what type of email campaign you are running.

That said, it is generally advisable to test at least some elements of your email campaign before sending it out. This could involve testing different subject lines, trying out different types of content or A/B testing different versions of your email. By doing this, you can ensure that your email campaign is as effective as possible and stands a better chance of achieving your desired results.

By following these tips, you can make sure that your next marketing email is a success.

3.4 Evaluate the success of an e-mail marketing campaign against aims and objectives from a brief

After you’ve sent out your email, it’s also important to track its performance. Check how many people opened your email and whether they clicked on any links. If you see a high number of unsubscribes or a low open rate, that could be an indication that your email wasn’t well-received or that it contained errors. By tracking your email’s performance, you can make sure that your next marketing campaign is even more successful.

E-mail marketing is a great way to keep in touch with customers and promote new products or services. However, it’s important to evaluate the success of your campaigns against specific aims and objectives in order to make informed decisions about future campaigns. This can be done by using metrics and analytics to track the results of your campaign and generate reports which can be communicated to stakeholders and the team. This will help you plan future actions and ensure that your campaigns are successful.

There are a number of different metrics which can be used to evaluate the success of an e-mail marketing campaign. Some of the most important ones include:

Open rate: This is the percentage of people who open the e-mail. A high open rate indicates that people are interested in the content of the e-mail.

Click-through rate: This is the percentage of people who click on links in the e-mail. A high click-through rate indicates that people are interested in the products or services being promoted.

Conversion rate: This is the percentage of people who take the desired action after clicking on a link in the e-mail. A high conversion rate indicates that people are interested in the products or services being promoted and are more likely to buy them.

Bounce rate: This is the percentage of people who do not receive the e-mail due to an error (e.g. the e-mail address is invalid). A high bounce rate indicates that there are errors in the e-mail list which need to be corrected.