Retrieving email is no longer a deskbound task – emails can now be accessed on-the-go via increasingly sophisticated and varying types of mobile devices. In spite of the plethora of new social media, instant and direct messaging options, email messaging (created in 1971) remains a versatile and reliable communication system that is enjoying a renaissance amongst both new and old consumers, and consequently also with digital marketers. With the exception of organic SEO (search engine optimisation), well-executed email marketing campaigns still manage to deliver higher ROIs than any other digital marketing tactic.
Email marketing is inexpensive, not free
If you plan to use email marketing in your business effectively, you will need to engage the services of a reputable Email Service Provider (ESP) such as MailChimp. There are usually fees involved, but these are quite negligible in comparison to the many excellent tools these modern ESPs can provide, including:
Reliable bulk delivery of a wide variety of media, including text, images, video and sound
Scheduled delivery at specified times or ‘instantaneous’ sending
Ability to send mass-customised, personalised communications
Branded or unbranded communications using tried-and-trusted customisable email templates, compatible with a wide range of mobile and desktop devices
Sharing and forwarding buttons, and online versions can spread your message to social media platforms
Excellent tracking, analytics and reporting capabilities. Useful data includes open-rates (number of emails opened), who actually opened your email, which links were clicked, new subscribers (which RSS does not reveal) and unsubscribes etc.
Split testing facilities (sending different versions of an email to two or more sets of subscribers from the same segment in order to test effectiveness), pre-flight options such as compatibility testing, SPAM-filter testing etc.
Subscription management and opt-in capabilities that can help ensure compliance with increasingly stringent anti-SPAM and protection of information legislation.
On this final point, be warned, ill-advised email marketing practices can result in you being reported for spamming or other forms of non-compliance which can result in costly penalties being meted out by the courts and by internet service providers. Permission-based marketing is the name of the game – be sure you know the rules of play before you hit ‘Send’.
Business emails fall into two general categories:
Promotional emails – such as standalone promotional announcements. The aim of such emails is to entice prospective and existing customers to take some immediate required action such as buy now, RSVP by this date, pre-order this title etc.
Retention emails – these include email newsletters, employee-generated and automated confirmation emails. These emails are aimed at retaining contact with the customer in order to obtain repeat or additional sales, enquiries and business referrals. Whilst the content can contain subtle calls to action, retention-based emails focus on adding value to the customer and relationship-building by providing valuable information and opportunities for further engagement with the brand.
Find those ‘hidden’ opportunities
Email marketing encompasses more than sending out a newsletter or promotional email. If you employ a staff of five people sending out or replying to just 10 emails each per day, this equates to 12,500 emails sent out Monday to Friday in a typical year’s 250 working days!
Every single email communication that your business sends out represents a unique, low-cost opportunity to further your sales and marketing goals. When considering your email strategy, you need to closely examine all categories of email sent on behalf of your bookselling business by yourself, your employees as well as any automated emails such as order confirmations generated by your website.
Confirmation and transactional emails are the least glamorous (and most underrated) aspect of email marketing, so it is worth exploring this item. Some thoughts to consider:
Do you have a policy regarding staff emails? In the same way that you wouldn’t let your staff design their own business cards, you should also have a policy in place regarding the use of email stationery, backgrounds, colours, font faces and sizes, add-ons such as smileys, use of personal quotes, images or catchphrases, as well as provide a standard email signature.
Are you using your email signature effectively? Does it include links to your website or other online channels? If you have included links and graphics in your signature, have you tested these out on different email readers such as Gmail, Outlook Express, Lotus and Apple Mail? (You can test HTML email layouts online using Litmus.com).
Can you include clickable banner links in your email? Considering the number of emails your organisation may be sending out, it could be a good idea to make use of these for promotional purposes. It is important to maintain and update these however.
Are you encouraging further engagement? In the case of order confirmations despatch notifications and the like (sent manually or automated), why not ask for a short survey to be completed to rate your service levels or by asking them to subscribe to your newsletter? If they do either of these, are you taking the time to thank them and perhaps reward them for taking the time to do so?
Alan Vesty is a Quirk-accredited digital marketer. Alan manages a growing suite of digital assets for the African Branch of Cambridge University Press, including a corporate website, several news blogs, email newsletters and social media channels. Visit http://booksellers.cup.co.za or www.cup.co.za
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