Is email marketing dead? This topic has been debated for many years but if anything, it's thriving and becoming an even more critical part of your marketing strategy.
Email underpins all other marketing efforts, by taking prospects from just becoming aware of your brand to developing a relationship with you, so that they become loyal customers and advocates.
But many organisations struggle with a lack of cohesive strategy, limited internal resources and budgets, inefficient processes and outdated technology.
To increase your email marketing results, you have to be clever with the communications you're sending.
To stand out, you need to make sure that your potential customers' needs, wants and desires are put at the forefront of your strategy. You need to be customer centric.
In this book, Kate will teach you to use email marketing more intelligently - hence 'E-telligence'!
You'll get a roadmap taking you through the five key stages to make a positive impact on your email marketing campaigns and to address the struggles you're facing.
Through the knowledge imparted, including email marketing best practices and a range of examples, you will get a solid foundation on which to build your strategy and discover how to...
1. KNOW What You've Already Got - Conduct an email marketing audit
You'll discover the importance of conducting an email marketing audit and key areas of your programme to analyse. These include your email marketing send strategy, data structure, use of segmentation and personalisation, automated campaign strategy (marketing automation), email design, results tracking, email marketing split testing approach and the importance of your technology and processes.
2. IMPROVE What You're Doing - Optimise your email marketing
The #1 way you can take control of your email marketing and start making a difference to your results TODAY: optimise what you're already doing!
Revisiting the same sections as in Chapter 1, in this chapter we go on to explore how you can make the most of your current strategy and increase the results you're already seeing.
3. FILL IN Your Gaps - Build on your email marketing strategy
Chapter 3 allows you to build on your current efforts and consider how you can further optimise your email marketing strategy, through the implementation of customer centric campaigns, including enhancing the customer journey and multichannel marketing considerations.
4. GROW Your Audience - Email marketing list growth
In order to have a successful email marketing programme, you need to be communicating with the right kind of people. In this chapter we explore the email sign-up process, from being able to accurately quantify your email list, to analysing and optimising your current process, making your opt-in attractive and advertising it to the right prospects.
5. REACH Your Audience - Email marketing deliverability
Without getting your emails into your recipient's inbox, you decrease your chances of them engaging with it significantly. In this chapter we explore some of the key elements of deliverability including the impact and factors affecting your sender reputation as well as your sending IP address.
This book includes case studies from Pure360, Taxi for Email, Return Path, ResponseGenius and FreshAddress.
As an accompaniment to this book, you'll also get FREE access to an online membership site that has a wealth of additional resources you can draw on to help you work through the information I share with you.
Industry Reviews
Email marketing might not be rocket science, but if you're building a team of partners to help you optimise your programme, having the equivalent of a rocket scientist on your side will go a long way - this book gives you the scientist and the fuel!
Bill Kaplan - CEO, FreshAddress & leader of the MIT Blackjack Team
Kate knows a lot about email! In an industry that draws from many skill sets, Kate is that rarest of things - a jack of all trades, and master of all.
Guy Hanson - Vice President of Global Professional Services, Return Path & Chair of the DMA (UK) Email Council
Email marketing, alongside search marketing, still tops many surveys of the most effective digital channel. Marketers use it with enthusiasm because it's effective and relatively cheap, quick and easy compared to other channels. But often, the full potential of email marketing is missed and businesses aren't tapping into the insights and the automation tools available to deliver more contextual, responsive emails. Perhaps it's too quick and easy, so it's not treated as strategically?
In E-telligenceKate Barrett clearly shows how to audit your current approach to develop an email and data strategy to deliver better email marketing results for a business. I love the tables in the book which will help you review your approach plus the prompts of how to take action. I also enjoyed the case studies from different sectors which show how the strategies recommended can be used in practice.
Dave Chaffey - Co-founder and Content Director, SmartInsights.com
