So did GDPR kill off the golden goose of email marketing or with the new rules is it worth going through the pain of list development or purchase and will it provide a better return than social media which is still focused on individuals? Truth is email is still used by all businesses and is still a powerful way to communicate with exiting customers, however, its ROI for the creation of new business may be in doubt unless you follow some rules and regulations:
Pros:
Cost-effective: Email marketing is relatively low-cost compared to traditional marketing channels like TV or print advertising.
Targeted audience: Businesses can segment their audience based on various factors, such as demographics, location, or purchase history, allowing for more personalized and relevant content.
Measurable: Email marketing platforms provide metrics like open rates, click-through rates, and conversions, allowing businesses to assess the effectiveness of their campaigns and make adjustments as needed.
Easy to automate: Email marketing can be easily automated, allowing businesses to send targeted messages at specific times or based on specific triggers.
Relationship building: Email marketing can help build long-term relationships with customers by providing valuable content and fostering engagement.
Cons:
Spam: Overly frequent or irrelevant emails can lead to recipients marking them as spam, which can damage the sender's reputation and deliverability.
GDPR and privacy concerns: Businesses must comply with GDPR and other data protection regulations, which can be complex and require significant resources.
Limited attention spans: With the abundance of emails received daily, businesses face the challenge of capturing the recipient's attention and standing out in their inbox.
Deliverability issues: Emails can be blocked by spam filters or not properly displayed on different devices and email clients, leading to reduced effectiveness.
European Data Laws (GDPR) requirements: (yes UK still follow these rules but they are up for change)
Consent: Businesses must obtain explicit consent from individuals before sending marketing emails.
Right to access, rectification, and erasure: Individuals have the right to request access to their data, as well as the right to correct or delete their data.
Data minimization: Businesses should only collect and process data that is necessary for the specific purpose it was collected for.
Privacy by design: Businesses must implement appropriate technical and organizational measures to protect personal data.
Clear and transparent privacy notices: Businesses should inform individuals about how their data will be used, stored, and shared.
Examples for FMCG, B2B, and services businesses:
FMCG:
A snack brand sends a monthly newsletter with promotional offers, new product launches, and healthy snack recipes. They must obtain consent from subscribers and allow them to easily unsubscribe from future emails.
B2B:
A software company sends targeted emails to potential clients, offering demos, case studies, and whitepapers. They should ensure that their email list is up-to-date and that recipients have given consent to receive marketing emails.
Services:
A travel agency sends personalized travel deals and destination recommendations based on the recipient's past bookings and preferences. They must adhere to GDPR guidelines by being transparent about data usage and providing options for customers to access, update, or delete their data.
In each case, businesses must ensure that their email marketing strategies comply with GDPR and other data protection regulations to avoid fines and maintain a positive brand reputation.
So how do you construct a good email campaign - Here are 10 pointers:
Subject line:
Make it short, relevant, and engaging. Test different subject lines to determine which ones perform best.
FMCG: "50% off [product name] - limited time only!"
B2B: "Improve your team's productivity with our latest software update"
Services: "Exclusive travel deals for [recipient's name] - Book now!"
2. Preview text:
Provide a brief, enticing summary of your email's content.
FMCG: "Stock up on your favorite snacks and save with our limited-time offer"
B2B: "Discover new features designed to streamline your workflow"
Services: "Handpicked travel offers tailored to your preferences"
3. Personalization:
Tailor the content to the recipient's preferences, behavior, or demographic information.
FMCG: Include personalized product recommendations based on the recipient's purchase history.
B2B: Offer industry-specific solutions and use cases relevant to the recipient's business sector.
Services: Suggest travel destinations and activities based on the recipient's past bookings and interests.
4. Clear and concise copy:
Focus on the main message and call-to-action (CTA).
FMCG: Highlight the product benefits, discounts, and how to redeem the offer.
B2B: Summarize the software features, advantages, and how they can benefit the recipient's business.
Services: Describe the travel deals, pricing, and booking details concisely.
5.Strong call-to-action:
Encourage the recipient to take the desired action.
FMCG: "Shop now and save on your favorite products"
B2B: "Schedule a demo to experience our software firsthand"
Services: "Book your dream vacation now"
6. Mobile responsiveness:
Ensure that your email design looks good on all devices.
7. Visuals:
Use relevant, high-quality images or graphics to support your message.
FMCG: Showcase product images and promotional banners.
B2B: Incorporate screenshots, diagrams, or infographics to illustrate software features.
Services: Display eye-catching photos of travel destinations and accommodations.
8. A/B testing:
Test different email elements to determine what works best for your audience.
9. Unsubscribe link: Include an easily accessible unsubscribe link in your email.
10. Analytics: Monitor and analyze key metrics to evaluate the success of your email campaigns and make data-driven decisions to improve future performance.
Using Email as a part of your marketing strategy needs a commitment and focus ans should not be seen as a quick and cheap way to gain more business. The time needed to manage data and keep the messages relevant, interesting and well judged is a skill in its self.
Here are some online tools to help manage the process:
Mailchimp
Clients: The New York Times, Vice, TED
Usage: Popular among small and medium-sized businesses globally.
Website: https://mailchimp.com
Constant Contact
Clients: Shopify, Fiverr, Indeed
Usage: Widely used by small businesses and nonprofits across the US and Europe.
Website: https://www.constantcontact.com
GetResponse
Clients: IKEA, Zendesk, Revolut
Usage: Serves customers across various industries in the US, UK, and Europe.
Website: https://www.getresponse.com
Sendinblue
Clients: Louis Vuitton, Fujitsu, BMW
Usage: A popular choice for businesses of all sizes in Europe, the UK, and the US.
Website: https://www.sendinblue.com
Campaign Monitor
Clients: BuzzFeed, Coca-Cola, Adidas
Usage: Widely used by businesses in the US, UK, and Europe, including large enterprises.
Website: https://www.campaignmonitor.com
ActiveCampaign
Clients: Grubhub, Canon, Hootsuite
Usage: Popular among businesses looking for advanced automation features in the US, UK, and Europe.
Website: https://www.activecampaign.com
AWeber
Clients: Pipedrive, Moz, Social Media Examiner
Usage: Trusted by small businesses and entrepreneurs in the US, UK, and Europe.
Website: https://www.aweber.com
Drip
Clients: Bonobos, Wistia, Breville
Usage: Popular for e-commerce businesses in the US, UK, and Europe.
Website: https://www.drip.com
MailerLite
Clients: BMW, GoPro, Bored Panda
Usage: Used by small businesses and startups across the US, UK, and Europe.
Website: https://www.mailerlite.com
Klaviyo
Clients: Chubbies, Huckberry, Kopari Beauty
Usage: A popular choice for e-commerce businesses and online retailers in the US, UK, and Europe.
Website: https://www.klaviyo.com
For more information on using email as part of your marketing strategy please contact us: Greenfield Marketing: stuart@greenfield.co.uk telephone: 07788 662697
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