1 00:00:00,000 --> 00:00:03,000 Achieving business goals through email 2 00:00:03,000 --> 00:00:06,870 takes more than just creating a message and hitting send. 3 00:00:06,870 --> 00:00:09,730 Preparing a campaign with multiple emails 4 00:00:09,730 --> 00:00:13,770 and adapting your message for different segments is part of the equation. 5 00:00:13,770 --> 00:00:17,620 Then being able to track that data generated by your emails 6 00:00:17,620 --> 00:00:20,410 can let you know how successful your messaging 7 00:00:20,410 --> 00:00:23,250 and segmentation efforts have been. 8 00:00:23,250 --> 00:00:27,550 Keep in mind that much of what you'll do through emails will be to support 9 00:00:27,550 --> 00:00:29,300 an ongoing effort. 10 00:00:29,300 --> 00:00:32,000 When you decide to send out an email most of the time 11 00:00:32,000 --> 00:00:34,520 this should not be a one-time initiative. 12 00:00:34,520 --> 00:00:37,800 Users need expectations about what you'll send 13 00:00:37,800 --> 00:00:39,360 and how often. 14 00:00:39,360 --> 00:00:44,230 Therefore, creating a campaign of emails to promote upcoming or existing products 15 00:00:44,230 --> 00:00:49,080 makes sense since it can help raise and maintain their awareness. 16 00:00:49,080 --> 00:00:53,000 Monthly newsletters also offer opportunities to deliver content 17 00:00:53,000 --> 00:00:56,180 at regular expected times. 18 00:00:56,180 --> 00:01:01,410 Like online ads, emails should provide enticing calls to action, 19 00:01:01,410 --> 00:01:04,519 and they shouldn't just drop people off at your homepage. 20 00:01:04,519 --> 00:01:08,650 Directing people to landing pages that match the content of the email 21 00:01:08,650 --> 00:01:14,070 and pushes users towards important conversions should be part of the plan. 22 00:01:14,070 --> 00:01:17,930 Business goals can help dictate which efforts need to be highlighted, 23 00:01:17,930 --> 00:01:20,900 but keep in mind that a balance must be maintained 24 00:01:20,900 --> 00:01:24,340 between helpful content and promotional content. 25 00:01:24,340 --> 00:01:28,230 Users don't mind being marketed to as long as it's relevant, 26 00:01:28,230 --> 00:01:31,910 but don't abuse the privilege by filling up emails with ads 27 00:01:31,910 --> 00:01:34,730 and invitations to spend more money. 28 00:01:34,730 --> 00:01:39,350 Whatever messaging, content, and calls to action you include in your emails, 29 00:01:39,350 --> 00:01:42,730 you'll want to track them to gauge their effectiveness. 30 00:01:42,730 --> 00:01:46,920 When sending out emails, many companies offer codes that users can use 31 00:01:46,920 --> 00:01:51,260 or even share for online purchases, event registrations, 32 00:01:51,260 --> 00:01:53,290 or free trials. 33 00:01:53,290 --> 00:01:56,860 Tracking the use of these codes in whatever financial tool you use 34 00:01:56,860 --> 00:02:02,420 can indicate how popular the deal is as well as the reach of your messaging, 35 00:02:02,420 --> 00:02:07,160 so with that in mind, many email tools allow you to add codes automatically 36 00:02:07,160 --> 00:02:10,220 that correspond to campaigns that you've set up. 37 00:02:10,220 --> 00:02:13,600 Campaign codes can be tracked through these tools, 38 00:02:13,600 --> 00:02:17,690 and if you can combine this insight with your segmented lists 39 00:02:17,690 --> 00:02:22,460 you can figure out which group of users are clicking which links 40 00:02:22,460 --> 00:02:27,840 and then draw some conclusions about future efforts you might want to try. 41 00:02:27,840 --> 00:02:31,370 Remember that email is just one channel, 42 00:02:31,370 --> 00:02:36,010 and like all marketing efforts, it's vital to have a strategy before jumping in. 43 00:02:36,010 --> 00:02:39,730 At the same time, don't be afraid to combine these efforts. 44 00:02:39,730 --> 00:02:42,510 Emails should lead to websites, 45 00:02:42,510 --> 00:02:45,510 but they can also promote social media, 46 00:02:45,510 --> 00:02:48,460 and social media can promote email newsletter signups 47 00:02:48,460 --> 00:02:50,800 which happen on the website, 48 00:02:50,800 --> 00:02:56,420 and mobile access to email may increase the effectiveness of certain messages as well. 49 00:02:56,420 --> 00:03:00,240 These efforts will require some trial and error along the way, 50 00:03:00,240 --> 00:03:03,240 but keep monitoring your data, and you'll know which ones work.