Email marketing basics

Summary

This video script emphasizes the importance of email marketing for building customer loyalty and engagement without a high cost. It guides viewers on setting goals, developing a contact list, and tailoring communications to different customer interests. The script also suggests using emails to learn more about customers and to provide valuable content, maintaining a strong relationship with both potential and existing customers for business growth.

Takeaways

• 📧 Email marketing is a cost-effective way to build customer loyalty and engagement.
• 📈 It is essential to set clear goals for your email marketing campaigns, such as showcasing products or driving sales.
• 📝 Start building your contact list by asking for email addresses from customers interested in your business.
• 📋 Ensure you have permission to send commercial emails and comply with relevant laws and regulations.
• 🚀 Begin your email communication with a friendly introduction to avoid overwhelming your customers.
• 🔍 Personalize your emails by segmenting your audience based on their interests to avoid irrelevant offers.
• 🎯 Tailor your content to specific customer groups, such as dog owners, with relevant offers and information.
• 📊 Use email marketing to learn more about your customers' preferences and update your contact database accordingly.
• 💌 Maintain a positive relationship with long-term customers by anticipating their needs and offering timely advice or discounts.
• 😸 Make your content entertaining and useful to keep subscribers engaged and increase the likelihood of them choosing your business.
• ✉️ Use email to gather feedback from customers to improve their shopping and support experience.

Q & A

What is the main purpose of email marketing according to the script?

The main purpose of email marketing is to build customer loyalty and engagement, develop relationships with customers, and achieve business goals without incurring high costs.

How does email marketing work on mobile devices?

The script implies that email marketing is mobile-friendly, suggesting that customers can receive and interact with emails on their mobile devices seamlessly.

What should be the first step in starting email marketing?

The first step in email marketing should be to set clear goals, such as showcasing products, driving website traffic, or achieving specific sales targets.

How can a business start building a contact list for email marketing?

A business can start building a contact list by asking customers for their email addresses in exchange for discounts or special offers, and by including subscription forms on their website.

Why is it important to have permission from individuals before sending them commercial emails?

It is important to have permission to send commercial emails because it ensures compliance with privacy laws in many countries and helps maintain trust with the recipients.

What is the recommended approach to avoid overwhelming customers with email content?

The recommended approach is to start with a friendly introduction, provide relevant information about the business and products, and then ask questions to understand customer interests, which helps in tailoring future communications.

How can a business segment its email communications based on customer interests?

A business can segment its email communications by asking questions to identify customer preferences and then sending specific offers or content that align with those interests.

What is the significance of sending personalized offers to customers based on their purchase history?

Sending personalized offers based on purchase history helps in anticipating customer needs, providing relevant recommendations, and strengthening the relationship with the customer.

How can businesses use email marketing to learn more about their customers?

Businesses can use email marketing to ask subscribers about their interests in additional products or services and their preferred frequency of communication, which can be recorded for future campaigns.

Why is it beneficial to maintain a positive relationship with long-term customers through email marketing?

Maintaining a positive relationship with long-term customers is beneficial as it fosters loyalty, encourages repeat business, and positions the business as the go-to choice for customers.

How can email marketing be used to request and respond to customer feedback?

Email marketing can include requests for feedback on shopping and customer support experiences, allowing businesses to directly respond to customers, address issues, and show appreciation for their business.

What are some additional topics that will be discussed in future content related to email marketing?

Future content will discuss different email marketing services, their specific features, and how to write effective emails that connect with customers.

Outlines

00:00

📧 Email Marketing for Customer Engagement

This paragraph introduces email marketing as an effective tool for building customer loyalty and engagement without a high cost. It emphasizes the importance of setting clear goals for email campaigns, such as showcasing products, driving sales, or building relationships. The script suggests starting by building a contact list with people interested in the business, ensuring compliance with consent laws. It also touches on the strategy of segmenting customers based on their interests to send personalized offers and content, which can help in learning more about the customers' preferences and maintaining a lasting relationship with loyal customers.

05:02

🛍️ Building Customer Loyalty with Email Marketing

The second paragraph focuses on the role of email marketing in developing relationships with both potential and existing customers. It highlights the importance of customizing communications to cater to the specific interests of different audiences. The summary explains that by providing useful and engaging content, businesses can build customer loyalty, which in turn supports business growth. The paragraph also hints at upcoming content that will delve deeper into email marketing services, their features, and how to craft emails that resonate with customers.

Keywords

💡Email Marketing

Email marketing is a digital marketing strategy that involves sending promotional messages to a group of people via email. It is highlighted in the video as a cost-effective way to build customer loyalty and engagement. The script emphasizes its importance in staying top of mind with customers and its compatibility with mobile devices, illustrating its relevance through practical examples like offering discounts for email subscriptions in a pet supply shop.

💡Customer Loyalty

Customer loyalty refers to the consistent preference for a particular brand or business, often driven by positive past experiences and the desire for ongoing engagement. In the context of the video, email marketing is portrayed as a tool to foster this loyalty by sending personalized and relevant content that resonates with the customer's interests, such as special offers and product information.

💡Engagement

Engagement, in marketing, is the level of interest and involvement a customer has with a brand or business. The video script discusses how email marketing can increase engagement by providing content that is tailored to the customer's interests, thus encouraging interaction and building a stronger relationship with the brand.

💡Contact List

A contact list in the video refers to a database of email addresses of individuals who have expressed interest in a business's offerings. The script underlines the importance of building such a list as the foundation for any email marketing campaign, emphasizing the need for permission and compliance with legal requirements for sending commercial emails.

💡Mobile Compatibility

Mobile compatibility ensures that content, such as emails, is accessible and user-friendly on mobile devices. The script mentions this as a key advantage of email marketing, suggesting that businesses can reach customers regardless of the device they are using, which is crucial in a mobile-first world.

💡Segmentation

Segmentation is the process of dividing a larger group into smaller, more specific groups based on shared characteristics or behaviors. The video script uses the example of not sending cat food coupons to dog lovers to illustrate the concept of segmenting a contact list to tailor messages to the interests of different customer groups.

💡Personalization

Personalization in email marketing involves customizing messages to address the specific needs or preferences of individual customers. The script discusses the importance of personalization in making emails more relevant and engaging, such as sending dog-related offers to customers who have previously purchased dog food.

💡Consent

Consent in the context of email marketing means that recipients have given permission to receive commercial emails. The video script stresses the legal and ethical importance of obtaining consent before adding individuals to a contact list, reflecting the need for businesses to respect privacy and comply with regulations.

💡Feedback

Feedback in the video refers to the process of gathering opinions or suggestions from customers about their experiences with a business. The script suggests using email to request feedback, which can help businesses understand their customers better and improve their offerings and services, thus enhancing customer satisfaction.

💡Goal Setting

Goal setting is the process of defining objectives that a marketing campaign aims to achieve. The video script emphasizes the importance of setting clear goals for email marketing, such as increasing website traffic or driving sales, as a first step in planning a campaign that effectively targets the desired outcomes.

💡Customer Relationship

A customer relationship is the connection between a business and its customers, which can be strengthened through various means, including communication and service. The video script discusses how email marketing helps build and maintain positive relationships by providing useful information, anticipating customer needs, and responding to their feedback, as illustrated by sending seasonal offers and entertaining content to loyal customers.

Highlights

Email marketing is an effective addition to digital marketing strategies.

It helps build customer loyalty and engagement without high costs.

Email marketing is mobile-friendly, making it accessible to customers on the go.

The video will guide on developing a contact list and tailoring communication to different audiences.

Email marketing aids in building lasting relationships with customers.

Setting clear goals is the first step in effective email marketing.

Emails can be used to showcase products, drive traffic to websites, or achieve specific business results.

Building a list of interested individuals is foundational for email marketing.

Permission from recipients is mandatory for sending commercial emails, respecting privacy laws.

Avoid overwhelming customers with excessive content or frequency in emails.

Personalize emails based on customer interests to increase relevance and engagement.

Use customer data to send targeted offers and content, enhancing the customer experience.

Educate customers about your business while learning more about their preferences through email interactions.

Maintain a positive relationship with long-term customers by anticipating and addressing their needs.

Entertain and engage subscribers with content that is both useful and enjoyable.

Request and respond to feedback to improve the customer experience and show appreciation.

Customize communications to build loyalty and contribute to business growth over time.

The video will also cover various email marketing services and how to write impactful emails.

Transcripts

Hello.

Nowadays we are all bombarded with product choices.

If you want to stay top of mind with your customers,

try email marketing.

Email marketing is a great addition

to your other digital marketing activities.

Why?

It builds customer loyalty and engagement without breaking the bank.

And, it works on mobile too.

In this video we'll show you how to develop a contact list

and how to speak to different audiences based on their interests.

We'll also discuss how email marketing

helps you build relationships with customers.

As with any type of marketing

your first step in email marketing should be to set goals.

Do you want to use email to showcase products and services

and bring more visitors to your website?

Do you want to use email to drive business results

like distributing a coupon that brings in at least 10 sales.

No matter what your goals are,

a good place to start is by building a list of people

who've expressed an interest in your business.

So, how do you find these people and get their email addresses?

A great place to start is by asking them.

Let's say you own a pet supply shop.

When you chat with your customers

offer to send them discounts and special offers,

if they provide an email address.

If you have a website you can include a form

which encourages visitors to subscribe online.

Keep in mind that people must give you permission

to send commercial email.

And many countries have laws that require consents.

Great, now you've started to build a list of people

who want your emails.

Let's think about other ways

which email marketing can help you achieve your business goals.

Look, you don't want to overwhelm your customers

with too much content in one email or too many emails in succession.

Start with a friendly hello and an introduction

Next, you might send information

about your shop and the product lines that you sell.

At this point you can ask them one or two questions

to narrow down their interest a bit.

For example: you don't want to send dog lovers cat food coupons.

Then, when you have information about your customers

you can send them specific offers or content they might find interesting.

For example: if you know that a group of these customers

recently purchased dog food, you might showcase

your most popular toys, collars and leads for dogs.

Be sure to include useful information and relevant offers

like tips for dog training or a coupon for dog treats.

While you're educating your customers about your business,

you can use marketing emails to learn more about them as well.

Ask your subscribers

if they're interested in receiving updates for other products or services.

Then find out how often they prefer to hear from you.

For example: do they want to receive emails weekly or monthly.

Record what you learn in your email contact database

for future email campaigns.

How about people who have been on your contact list for a long time.

These loyal customers are really important to your business.

It's a good idea to build a positive lasting relationship with them.

So, how might you go about this.

Well, people appreciate when you anticipate their needs.

Let's say certain customers have ordered a flea and tick treatment

through your website in the past.

Summer is fast approaching and along with hot weather comes tiny pests,

that can harm your furry friends.

So you put together an email

with tips for keeping your house and pets free of ticks and fleas.

You might include an offer for 20% off a pre season order

of their preferred brand.

Or, from time to time you might send your loyal cat owners

a small gallery with some of the funniest cat videos on the Internet

By making your content entertaining and useful

your subscribers will enjoy and appreciate your emails

and you'll likely remain their go-to choice

when they're ready to buy.

Finally, you can use email to request feedback from your contacts

about their shopping and customer support experience

and then respond directly to them.

By knowing what went right or what went wrong

you can offer solutions to their issues

or simply thank them for being a customer.

So that's it.

Email marketing is a great way for you to develop relationships with both

potential and existing customers.

As you identify your different audiences you can customize your communications

based on their particular interests.

By offering useful and engaging content you can build loyalty over time.

A strong customer base will help your business grow.

If you want to learn more about email marketing,

we've got lots coming up.

We'll discuss the different email marketing services

and their specific features.

We'll also show you how to write an email

that will connect with your customers.