2 of 10

Agenda

Why bother with email marketing?

4 types of email marketing

Email marketing vs. spam

Key elements of a marketing email

Example of an EDM

3 of 10

Why bother with email marketing?

Email marketing is a valuable relationship development tool.

Can be used any stage of the buyer journey

Preferred form of customer communication

High ROI (return on investment)

Engages Australian audiences

4 of 10

Types of email marketing campaigns

Email newsletters

Acquisition emails

Retention emails

Promotional emails

5 of 10

The spam trap

spam noun

\ ˈspam \

Definition of spam

: unsolicited usually commercial messages (such as emails, text messages, or Internet postings) sent to a large number of recipients or posted in a large number of places

The name comes from a Monty Python sketch in which Spam is ubiquitous, unavoidable, and repetitive. (Unwanted)

6 of 10

The spam solution

Give the people what they want

Develop campaigns based on what your customer wants, not what your business thinks they should know

Email with purpose

Email sparingly

7 of 10

Recipe for an effective EDM

Personalisation

Specific timing

A strong, compelling message

Minimal jargon/selling

Clear call to action

8 of 10

Example of an EDM

A local mechanic wants to contact their existing customer base via email to boost revenue after COVID slump.

Subject: Summer road trip season is over, it’s time for a tune-up!

Content:

We hope you had a lovely COVID-Safe summer exploring our beautiful state.

Now’s the time to book for a tune up to ensure your vehicle remains in top condition coming into winter.

Hurry! Spaces are filling up.

9 of 10

Example of an EDM

A local mechanic wants to contact their existing customer base via email to boost revenue after COVID slump.

Subject: Kate, it’s time for a tune-up Content:

Hi Kate,

It’s been six months since your last tune up. Given the age of your Volkswagen, we recommend booking it in for a service in March just to make sure everything is working well.

Book your service online and use the code VROOM* get a free headlamp polish. We look forward to seeing you soon.

The team.

*promotion ends 28/2/2021

1 of 10