Digital:

Email Marketing Part 1 – Defining Your Offer

Nicole Porter
  • Client Services Manager
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As we near Black Friday and the festive shopping season begins, you may have noticed the frequency of the marketing emails you receive start to ramp up – showcasing a not-to-be-missed offer or the next Christmas must-have. However, when it comes to your own Email Marketing, it can be difficult to pin down the dos and don’ts, and put in place best practices to ensure your efforts are as effective as possible.

In part 1 of our series on Email Marketing, we look at a good starting point for when you first approach this media choice; thinking about the type of email content you want to send to your customers.

As Sarah covered in her Email Marketing infographic earlier this year, email continues to be one of the most highly-used forms of digital media (almost half of the world’s population are estimated to be using email by 2020 – that’s 3 billion people!). Despite there being concerns with deliverability and device compatibility, the low dispatch cost, flexibility of testing, ease of personalisation, and integration with other media channels can far outweigh these negatives. Therefore, it means that marketing on this channel has the potential for impressive results, if done well and respectfully.

To achieve the best outcome – especially when going head-to-head with the competition during the busy Christmas period – it’s important to remember that email marketing does not just have to be about forcing your sales pitch on to the customer. Not getting your messaging right can alienate your audience, and even worse, encourage an opt-out or unsubscribe! Before you identify the specifics of your email content (…Part Two in our series will explore this in more detail), a useful framework to help you uncover new angles to target your clients successfully, and fine-tune the message(s) that you are communicating, is the ‘Six Ss’ marketing model:

SELL…

Tease products/services and generate sales

SERVE…

Add value/win loyalty with worthwhile, useful content

SPEAK…

Start a meaningful conversation

SAVE…

Provide a saving or an exclusive deal

SIZZLE…

Raise brand awareness

SHARE…

Spread the word, increase word-of-mouth

With these in mind, ask yourself the following: what do you want your email marketing to achieve? What will your customers want and what will they be expecting from you? Are there messages and offers that can be used in your Email Marketing that touch on each category?

Remember to check back soon for the next post in this series focussing on effective email marketing content…

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