Email Marketing

By:

Dr. Abdullah Aldousari�www.ALDOUSARI.net

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What is Email Marketing?

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Why Email Marketing?

Brain Teaser

If marketers have to choose between adding a subscriber to their email list, or gaining a new follower fan, who would you think they chose?

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Why?

• There are two key reasons why ( Forrester Research):
• First, 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed. This is because Facebook limits the number of times your posts appear in the News Feed in an attempt to drive brands towards their paid advertising options.
• This is a big deal when it comes to getting your messages seen.

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• Secondly, your email subscribers have explicitly told you they want to hear from you when they signed up for your email list.

Email will be around forever

• Platforms come and go, but email has long history of stability.

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• Building your email list, unlike building a social media following, is a stable long-term investment that will pay off for many years to come.

The First Email Marketing

• Father of Spam' Gary Thuerk, a Marketing Manager at Digital Equipment Corp started the ball rolling for commercial email by sending the first mass emailing.
• In 1978, Thuerk sent an email promoting DEC machines to 400 users via Arpanet. 
• resulted in $13 million worth of sales for DEC machines

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Email subscriber vs. �Social media follower

A Scenario

Have you ever made small talk with a neighbor on the street or a friend in school? Someone you’re friendly with but not someone you’d invite into the house or go out with?

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• Social media are people who you chat with
• Email subscribers are the ones who invite in
• Both are important for your online success

A Scenario

• Follower: interested on what you have to say
• Subscriber: interested on what you have to say.
• Both want the same thing, so what’s the difference?
• Social media: lighter commitment vs someone who hands over their email address and invites you into their home (inbox)
• Social media: twitter/Instagram/Facebook decides what users can see based on algorithms (email goes straight to the source)

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Why is it still working?

• It's an effective way to keep customers informed.
• Email marketing is inexpensive. 
• More than just text..
• It's easy to customize and integrate into other marketing tactics. HOW?
• Name of the user, his last shopping habits, items in cart… etc

• Lots of physical, measurable response
• Easy to brand with colors, logos, etc…
• Helps to measure and monetize social media
• Highly visible, delivered right to the inbox!

* Direct Marketing Association

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Steps

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Building Your Email List

Brain Teaser

How can you build your email list? How to collect email addresses?

Online Acquisition:

1. Build a website
2. Drive traffic to your website via social media or SEOs.
3. Use action oriented ads (Click here to get a free coupon)
4. This will lead to a registration page
5. Follow-up email

In-Store/in-person Acquisition:

1. Sign-up sheets to get discount coupons
2. To get information
3. etc

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Send An Email

• Choose a great subject line
• Grab the recipients attention from the off, a great e-mail starts with a great subject line
• Clear, Unique hook, offer value, and honest (don’t promise what can’t you deliver)
• Personalized e-mails
• Always aim to personalize the e-mail, e.g. customer name, previous purchasing history and with any other information that may be available
• Including a call to action
• Be clear; let the recipient know what to do, what the next step is, etc.

practical advice

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• Many people may not see your images
• place your logo left or center in email
• include company name (group number) in text
• key action must be above scroll line
• do not give too many choices
• make all images clickable (and with text labels)

test it on yourself!

(and on your mobile device)

practical advice

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The Good & the Bad

Good

• There’s a sale on, so click the button to shop it.

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The Bad

• Subject line: Father’s Day gift ideas

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• First link in the email is?

The Bad (Macy’s.. Again!)

• What is the point of this email?

The Bad (Macy’s.. Again!)

• What is the offer?

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What should you write about?

what to write about – what you KNOW

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The Bane of Email Marketing

• The split-second decision - keep it or delete it
• The basis of their decision: the From and Subject line
• Your message may be getting displayed in recipient’s preview pane as he selects it just to delete it

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You Only Have 3 Seconds!

subject or headline

[don’t do this] March Newsletter

[do this instead] Tomorrow: Need 3 Hammers – Can You Help?

[don’t do this] Joe’s Pet Store Newsletter

[do this instead] 3 Tips: help your dog beat the heat

[don’t do this] Children’s Classes

[do this instead] Limited Spaces available for Children’s Classes

You Only Have 3 Seconds!

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Brain Teasers

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Exercise

Ship & Shop

Problems?

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Khair Online

Charity

Brain Teaser�5 minutes

• What can you improve, as a consultant, in this email?

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Screen Line

Brain Teaser�5 minutes

Screen Line

Brain Teaser

• Images must have texts.
• Personalized (my name maybe)
• Call to action not shown above the scroll line
• Improve subject line?
• What is the purpose of this email?
• Make everything clickable
• No content or call to action is shown when images are blocked

Required

• Each group send me their official email today (by 5 pm)
• I will provide you with the email addresses
• Use Wix ShoutOut to design and send personalized emails.

The Dark Side

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Brain Teaser

Email marketing is what?

The Dark Social

• Dark social is when people share content through private channels such as instant messaging programs, messaging apps, and email.

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• Some of the most common dark social traffic channels are:
• Messaging apps—such as WhatsApp, WeChat, and Facebook Messenger
• Email—to protect users’ privacy, referrers aren’t shared
• Native mobile apps—Facebook, Instagram
• Secure browsing—If you click from HTTPS to HTTP the referrer won’t be passed on

Trivia

• Surprisingly though, there is no official, universal name for this sign.

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• Dutch for "monkey's tail"�Danish for "elephant's trunk" �Finnish for "cat's tail" �German for "hanging monkey" �Greek for "little duck" �Hungarian for "worm" �Korean for "snail" �Norwegian for "pig's tail" �Russian for "little dog"

BuzzFeed Case

• Subject Line

BuzzFeed Case

• Without images

BuzzFeed Case

• With images

Student Example