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

1.2 -Describe the stages involved in e-mail marketing

Email marketing segmentation is when you split your mailing list into different groups or categories. Some of the criteria to consider when segmenting leads for email marketing can include age, gender, location, topic, industry etc. If the email is promoting a new product targeting students, then it would be a good idea to have a separate mailing list targeted at students or people aged between 18 and 24.

In my role, one of the clients I create a newsletter for are a BBQ restaurant brand with five branches across London. One of the factors we have considered for segmenting leads is location. We have a separate mailing list for subscribers who live in each of the five locations, therefore, if the newsletter was promoting their Crouch End venue, then the newsletter will be sent to the Crouch End mailing list.

1.1 -Describe the benefits of e-mail marketing

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

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

Another client we have a segmented mailing list for is an online restaurant property estate agent. They have segmented leads via industry/profession. For example there is a separate mailing list for landlords, agents and operators.

One benefit of email marketing is that it is easy to track and measure via click rates and open rates. The higher the open rates, the more successful a campaign is. You can also learn what link/post had the most clicks. This is very beneficial because you'll know which posts were popular and and which ones were not. This will allow you to improve the content/links for the next newsletter you send out.

In the following video, I go through the steps involved in creating a email marketing campaign for one of our clients, Restaurant Property, an online property estate agent.

  • If images are used in the email, we must ensure that we have permission to use them and that they are copyright free.

  • Must have permission/consent from user to use their email. A good way to do this is to send a conformation to users who have just subscribed to ensure that they are happy to receive emails from the business. We must also ensure that we have an opt-out process so that recipients can easily unsubscribe from future email messages.

  • Must ensure that recipient's data, such as full name and email address is protected.

I have evaluated the success of the last email marketing campaign that I sent out for my company. To measure the success I have looked at the open rates and click rates. This is a screen shot of the link activity for the newsletter. This email had an click rate of 7.86%.

On the right is a screen shot of the link activity for the last newsletter I sent out for my company. You can tell that the blog post on Pokemon Go marketing tips was the most popular with a total of 40 clicks whereas as the Easyroommate case study was the least popular with only 7 clicks.

1.4 -Explain ways of generating leads for e-mail marketing.

As mentioned in question 1.1, you can tell that the blog post on Pokemon Go marketing tips was the most popular with a total of 40 clicks whereas as the Easyroommate case study was the least popular with only 7 clicks.

One way to generate leads for e-mail marketing can be through having an effective email subject line. A good subject line will make the user more likely to open the email to find out more. I found that the most engaging email subject lines are ones that include questions. For example, if the newsletter is promoting a new menu offering, a good subject line could be “Have you tried our new burger? Limited time only!”

Another way to generate leads is by having CTA in the email and using buzz words such as learn more, download, register, and try now. This gives the user a next step to take after reading the email. For example, if the email is promoting a new event, using a CTA such as 'register today', will lead the user to the event landing page where they will be able to register for the event.

Social media is another way to generate leads. In my role, this is something I do regularly across all our clients. An example of a tweet would be “Do you want the low-down on our new menu offerings before anyone else? Sign up to our monthly newsletter today!”

In my role, one way that I generate email marketing leads for a BBQ restaurant is by using data provided by OpenTable. Every time a customer books online, they are also given a choice to sign up to the newsletter. If they agree, their details are put into our email database.

Another benefit of email marketing is that the emails are targeted a specific audience. For example, for one of our client's Porky's, a BBQ restaurant brand, everyone who orders food online or books a table through Opentable, they are automatically subscribed to our mailing list. This is good because these people have already taken an interest in the brand therefore, they are more like to open and share the emails that are sent out.

3.1 - Apply criteria from a brief to create a mailing list

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

Unit 327 - E-mail Marketing

For this unit I am going to talk about and provide examples of emails for various different clients that I work with.

2.2 -Describe best practice in creating e-mail marketing messages

To answer questions 3.1 and 3.2 please see the above video where I go through the steps of creating a email marketing campaign for one of our clients. The brief for this was to create a email campaign for a online property agency called Restaurant Property. The purpose of the email was to inform the recipients of who Restaurant Property are as a company, show that they are industry experts via blogs and feature some of their latest properties for sale.

Campaigns

• Write an effective and engaging subject line to encourage recipients to open the email.

• Be direct. Tell the readers what the email is going to be about straight away so they do not lose interest.

• Include buzz words such as learn more, download, book here and try now to increase click rates.

The function of the campaigns page in email technology systems such as Mail Chimp is to create and edit new email campaigns.

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

Reports

The function of the reports page in email technology systems such as MailChimp is to collect data/analytics of each newsletter that is sent out. The data includes information such as open rate, click rate, industry average, link clicks, times etc.

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

Lists

Email marketing is one of the most important responsibilities in my role. I send out 6-8 newsletters a month and I have faced many technical obstacles while doing so.

One of the most comment technical obstacles I encounter is the text display. When previewed, the text does not display in the correct style or size. I have learnt that this problem is caused by the formatting of the text. To avoid this problem, when the text is entered into the email system, there should be no previous formatting .

Another common technical problem I have face is that the colour of all hyperlinked text is defaulted to blue or purple. To solve this problem, I have manually added the correct html colour code into the sauce code of the highlighted text.

3.3 - Test marketing e-mail

The function of the lists page in email technology systems is to create mailing lists and to add and edit subscribers in those lists. The lists function also allows us to look at the stats of the subscribers such as their open rate and click rate.

2.1 -Describe the functions of e-mail technology systems

In order to test an email, I using a online platform called litmus test. This allows me to look at how an email will display on various different platforms and devices such as Outlook on Google Chrome and Gmail in Explorer to Android V.4.4 to IPhone I0S 8.

The different types of data provided to measure success include open rates and click rates.

The purpose of open rates is to measure how many of the recipients opened the newsletter. The higher the open rate, the more successful the campaign is.

The purpose of the click rate is to measure how many people clicked a link in the newsletter. As mentioned in 1.1, this is beneficial because you'll know which posts were popular and and which ones were not. Understanding the click rate with then allow you to improve the content/links for the next newsletter you send out.

Templates

Litmus Test

Open source code

Add correct html colour code to the source in order to change link colour

CTA Link is purple by defult

The function of the templates page in email technology systems such as Mail Chimp is to store ready made templates to use for campaigns. There is also a function to 'code your own' template. This is beneficial as businesses can design their own template so that it reflects their brand.

See Video from 1:38

The function of email technology systems such as Litmus Test is to test and preview email campaigns on difference devices and platforms.

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