The potential power of email marketing when properly tapped and resonated with other online marketing tools can be beyond your imagination.
1. What is Email Marketing?
To answer the concept of what is email marketing, you just need to memorize the following two points:
- Firstly, email marketing is one of the online marketing tools.
- Second, email marketing is a form of email marketing. The content used for email marketing is not just about selling goals, it is also a way for you to brand or nurture potential customers.
So email marketing is an online marketing tool that helps send messages to potential customers via email.
According to statistics from The Radicati Group's report, by the end of 2019 the number of emails sent per day worldwide is estimated at 246.5 billion emails. In particular, emails sent from businesses amounted to 128.8 billion emails.
Doing email marketing less effectively does not mean that email is outdated, but because you are not on the right track. A campaign is not everything, email marketing is a process.
You probably do not know, businesses deploying email marketing are easy to encounter mistakes that lead to the wrong way. For example, when an individual uses corporate mail and sends out a series of emails with promotional content manually crippling the entire corporate email system, it is the wrong email marketing. Or the thought that using a personal email as a sender to send mail when being spammed will affect the normal activities of the email itself. That is also a wrong perspective.
2. Compare Email Marketing with other Online Marketing tools
Each Online Marketing tool has its own strengths, which helps the tools to support each other in each specific case to help the most effective marketing activities. A small comparison between email and tools will help you visualize how the "game" on the online environment is going on.
Before coming to the most detailed comparison table, let's review GOBRANDING with the most outstanding features when it comes to Email Marketing.
+ Email marketing can accompany businesses on both short-term and long-term strategies.
+ Brings the ability to communicate with customers extensively.
+ Control the content of messages, leads and costs.
+ Can measure the effectiveness that Email Marketing brings through the most specific numbers.
Next, let's put Email Marketing on the scales with other Online Marketing tools.
Time to complete the design of a website about 1 month. And then, you need to constantly maintain activities on the website.
- With SEO, SEO implementation activities include many steps and need to last continuously for months.
- With Google Adwords, after setting up the campaign you can not send immediately but need to wait for approval of ads from Google.
Similarly with Google, if you implement Facebook ad campaigns, you also have to wait for the campaign to browse. You can send emails containing each customer's name.Typically, a website is a general information site for all visitors.Google social networks like Facebook send messages in general and you only have to target the audience that best suits this content.
- The period of time for you to see the effectiveness of the email is almost instant. According to practical experience shows that after the campaign is sent is a decisive period of time to open mail.
- To measure effectiveness from Email, you can view the indicators of openings, clicks and conversion measurements on the website with Google Analytics through UTM links.
Each website's index is detailed with Google Analytics. The data will be recorded when you integrate this tool into the website and the data is updated every day.
- When doing SEO, the website will accumulate value and effectiveness will be seen in 3 to 6 months.
- Particularly when running Google Adwords ads, the effectiveness will be measured specifically for each campaign through the advertising account.
The effectiveness of Facebook ad campaigns will be constantly updated on the ad manager from details to overview.
The biggest risk when running Email Marketing is the problem when your account is locked.
However, today's email providers are diverse and you can choose to change your mailing providers.
One of the great risks of websites that every business needs to be aware of is the privacy of customer information on the website.
- When doing SEO, the risk for you is that the keyword does not top after optimal activities.
- As for Google Adwords, you need to be careful when Google is a big man today. If your advertising account is locked, you have no other choice.
Currently, Facebook is still a dominant social network. Therefore, violating Facebook policy will be a great risk for you.
Email Marketing | Website | SEM | Social | |
| Deployment costs | The price of Email Marketing is considered the most attractive compared to other tools: - The price for 1 deposit ranges from 45 VND per system and per package used. - Price for 1 time of mail open ranges from 800 - 1,000 VND. | The initial website design fee is from a few million to several tens of millions. And this is only paid once. In addition, you have to pay additional costs to manage and maintain the website every month. | - With SEO, implementation costs need to pay monthly from several million because this is a long-term investment. - With the form of Adwords advertising, you need to pay by CPC with an average price of several thousand to several tens of thousands. | Creating and managing fanpage on Facebook is completely free. However, in order to reach more potential customers on social networks, you need to pay for ads by impressions. |
| Deployment time | After setting up your Email campaigns, you can send them immediately or schedule as you want. | Time to complete the design of a website about 1 month. And then, you need to constantly maintain activities on the website. | - With SEO, SEO implementation activities include many steps and need to last continuously for months. - With Google Adwords, after setting up the campaign you can not send immediately but need to wait for approval of ads from Google. | Similarly with Google, if you implement Facebook ad campaigns, you also have to wait for the campaign to browse. |
| Advertising message | Any advertising message on Email can also be sent. However, the spam filter will determine which email folder this item is in. | Website administrators can customize the content on the website. However, this content needs to attract visitors to get a good website conversion. Especially sales website. | - With SEO, the content written for the website needs to adhere to some more technical factors. - With Google Adwords, you need to note that your messages and images do not violate Google's prohibitions. | Similarly to Google, Facebook has banned content when running ads. At the same time, the image must also be separate standards. If violated, your ad will not be well distributed or even not approved. |
| Personalization | Of all the tools, email is most likely to be personalized according to recipient information. You can send emails containing each customer's name. | Typically, a website is a general information site for all visitors. | Google social networks like Facebook send messages in general and you only have to target the audience that best suits this content. | |
| Measure efficiency | - The period of time for you to see the effectiveness of the email is almost instant. According to practical experience shows that after the campaign is sent is a decisive period of time to open mail. - To measure effectiveness from Email, you can view the indicators of openings, clicks and conversion measurements on the website with Google Analytics through UTM links. | Each website's index is detailed with Google Analytics. The data will be recorded when you integrate this tool into the website and the data is updated every day. | - When doing SEO, the website will accumulate value and effectiveness will be seen in 3 to 6 months. - Particularly when running Google Adwords ads, the effectiveness will be measured specifically for each campaign through the advertising account. | The effectiveness of Facebook ad campaigns will be constantly updated on the ad manager from details to overview. |
| Risk | The biggest risk when running Email Marketing is the problem when your account is locked. However, today's email providers are diverse and you can choose to change your mailing providers. | One of the great risks of websites that every business needs to be aware of is the privacy of customer information on the website. | - When doing SEO, the risk for you is that the keyword does not top after optimal activities. - As for Google Adwords, you need to be careful when Google is a big man today. If your advertising account is locked, you have no other choice. | Currently, Facebook is still a dominant social network. Therefore, violating Facebook policy will be a great risk for you. |
3. Strategy to coordinate Email Marketing with Online Marketing tools
When comparing email marketing with other online marketing tools, we see the similarities and differences. That is, not to prove which tool is stronger or weaker, but rather the basis for you to identify what email marketing can do for other tools and vice versa.
In marketing 4.0, the greatest strength is the power of coordination.
- What combination for Email Marketing with Website?
The link between email and website is the most easily visible link. With email marketing campaigns, that's how you generate a significant amount of traffic to your site. On the contrary, the website is also an ideal place for you to have many different ways to build your quality email list.
The link from website to email is a two-way link, making good use of this link so customers cannot leave you.
- Email Marketing with SEM seems impossible!
In the process of doing sustainable SEO, you are very impatient about the order situation while the keywords are not top. It's time you need email marketing to assist in finding orders while waiting for the website to appear on the front page of Google.
In contrast, when SEO helps the website to be powerful enough, enough quality of content to attract a large number of potential customers. Email Marketing takes advantage of this power to grow data sets and get quality content from websites to send to customers.
Similarly for search advertising, email marketing, though not directly promoted, can be used to reach the general goal of finding customers.
- Email Marketing and Social Media - work together better!
A small example to help you visualize how email marketing and social media are connected. When customers receive an email about your product / service, they cannot make a purchase decision immediately. But customers will access your Facebook from email and review reviews, comments on products / services.
Leveraging resources from social networks, you can also provide a potential amount of data for email by: using posts to pull traffic to a conversion page or run Facebook ads in the form of leads ads to collect data.
In contrast, customers who access email from Facebook will be collected and used remarketing for this episode or run ads by creating a look alike audience. So you can expand your potential audience on Facebook.
4. How do businesses use Email Marketing to be effective?
The emergence of email marketing compared to any other form of advertising lies in the issue of cost. If Google or Facebook advertising "consumes" a lot of costs of businesses, using email only requires a reasonable budget but still be effective in terms of efficiency. Even in some cases, there is no other tool that can replace the location of the email. The cases using email effectively:
Advertise products / services
Every day 1 email user receives at least 1 promotional email about any product / service.
Email marketing can help businesses reach a large number of potential customers who are using email every day in the most economical way. You will also easily control the effectiveness of each campaign through open, click. You need to remember, promotional emails are not spam because they are polished from the title, content to the design to show the values for customers.
Use email for remarketing
Remarketing is a term often used for channels like Google or Facebook used with the goal of remarketing for customers who have interacted with your business. The same mechanism is used for sending mail. Mailing systems now allow you to remarket to customers who have opened and clicked on previous campaigns with a variety of messages.
Send newsletters nurturing potential customers
Useful newsletters for customers are the best way for you to stay engaged with potential customers. But when you choose to do this, you need to have a suitable content strategy to drive the customer conversion path when maturity has reached its peak. You can also take advantage of these campaigns to increase website traffic.
Information about promotions / events
Choosing an email tool to send out messages about upcoming promotions or events is a great choice. You need to create a highlight in the content and design style to attract customers to register. Typically, these email content is directed to lead customers to the website or landing page to register rather than direct registration.
Customer care periodically
If you are a business with an extremely large customer base, you cannot invest resources just to take care of each customer every day. In the 4.0 era, email marketing with automated mechanisms could replace humans to do so.
Customer care includes some contents such as happy birthday mail, gratitude mail messages, email notification of new updates for products / services, etc. You just need to set up content, punctuality will be delivered to customers.
5. Mining data email from online to offline
To fully exploit potential customers' data, you should not ignore any idea whether it be online or offline. Online marketing is growing, but not so that traditional marketing loses its place. With the ideas gathered below, pick the right ways to implement and gather quality data right away for upcoming campaigns.
Create "bait" on marketing tools
At least once, you have left information on Facebook to receive free documents, leave information on the website to receive vouchers, be attracted by the pop up promotions, ... These are bait. !
This is still an extremely effective method for you to collect email data from customers because users are always irresistible offers, discount codes, useful documents or free gifts, ... Understanding the psychology of "like to receive gifts" of customers, it is not too difficult for you to gather quality data through website channels, facebook, email, ...
For example: Pop ups on websites with gifts, ebooks or vouchers that users must register to receive. Or can replace the pop up with the form fill out or the banner in the "prime location" on the web.
Or even at your Fanpage, you can also create many different interesting content to gain a significant amount of data by: creating links to websites, running Facebook advertising campaigns in the form of leads. ads, organize mini games or contests
If the website is the key channel you want to target to collect customer data, you can also choose to create links from other website tools.
For example: Running Email Marketing campaigns with a Call to action button leading to the website. Or make good use of media publications such as banners, posters, standees, backdrop, ... With a QR code in a small corner on the posters you can lead customers to access the website quickly.
Event organization offline
Events such as seminars, workshops, knowledge-sharing programs, etc. that attract a lot of attendees are a good opportunity for you to collect customer information. You only need to have a good source of data to prepare a simple collection of forms and brief requests.
Sponsoring big programs and events
Sponsorship is a way to build a brand image, but through which you can take advantage of sponsorship to get information from the programs taking place. Activities commonly sponsored include: competitions, workshops, seminars, sports programs, etc.
Design tools or apps to collect data
If you need a long-term, stable way that doesn't require a lot of management time, this is a perfect choice. Because if you use tools like website or facebook, you need to update the content regularly. But for a tool or app, you only need to invest in the initial design costs and then the application is run without too much adjustment.
For example, with a tool that scans data on websites automatically, in a snap you have a large amount of data by entering the website link to be scanned. Or you can design gaming apps, health measurement apps, weather forecast apps, etc. When a user uses and agrees to connect information, you have a new data.
Note, the data collected from this method is not the same as the registration customer to receive information about your product / service via email. Therefore, when using this audience for email marketing campaigns, you need to have a rule of elimination to ensure that the potential customers are filtered and not spam.
6. The art of combining Email Marketing - SEO - Website to increase orders
Email marketing - SEO - Website: win - win - win relationship
Stand under the perspective of email marketing, Email marketing makes an integral part of the website is traffic. It can be said that these are the quality traffic that help the website develop sustainably.
Because customers come to the website from the source of the email, they have to go through a process from when the customer registers to receive the news, the customer receives the email, the customer sees the email content and clicks on the link. This process proves a certain amount of customer interest in the product / service and this is a potential sales opportunity not to be missed.
Before conversion, customers also help improve the index on the website significantly when customers interact with the content available on the website.
Besides, in the process of SEO website to increase traffic for articles containing keywords and in the process of waiting for the website to top; Using email marketing to increase the credibility of the article also speeds up the process. Even make a certain conversion rate before customers come to you via google search.
Experienced email advertisers always choose a variety of factors to perform performance tests on each email sent. 70% of advertisers choose to check the effectiveness of the title, 60% choose to check the quality of the content sent, 54% do tests with calls to action, 54% choose to check email interface , ... Gathering results from tests gives you a valuable set of data that creates new ideas for website content and email.
Stand under the perspective of the website, not only get support but the website also creates the opposite value to email marketing campaigns.
Firstly, on the website, it is not too difficult to find a newsletter registration form for customers to follow the latest news. A customer leaving contact is an extended step of quality data set.
Second, the attractive content on the website makes customers "can't" click unsubcribe for received emails. This is an ideal condition for the recipient to become loyal customers of the brand and continue to monitor email. Also, improve the open and click rate of email campaigns.
When website and email marketing create synergy, the SEO process of the website is shorter and saves more costs.
Conclude
Isolating email marketing from the online marketing ecosystem is isolating businesses from customers. Understanding what email marketing is and the power of integration with other tools, it's time to get out of your way and run email marketing campaigns in a new way.
Email marketing in period 4.0 helps to increase the website's internal strength drastically, supporting maximum SEO.
GOBRANDING process ownership SEO transferred from Japan go from the core relationship between Email Marketing - SEO - Website
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