A Guide to Email Marketing

Updated: Nov 10, 2020

Keeping consistent communication with your customers is an essential component of your business. Find out more about developing marketing and transactional emails.

Marketing Emails

Marketing emails are sent to customers in an effort to communicate a specific message regarding a product, promotion or program. These emails are sent to those who have signed up via a lead generating, web form or you've retained their information in-person. There are several email platforms that make it easy for you to maintain a customer database and send important messages. Constant Contact, Mail Chimp, Poppulo and Emma are examples of automation tools that allow you to easily customize different templates, select a theme and target all or some your customer database.

Keep in mind that there are explicit rules when it comes to contacting clients and customers. CAN-SPAM is a federal law that regulates customer-business contact and has specific rules concerning emails. For example, your emails MUST contain an opt-out or unsubscription link. This hyperlink gives customers the option to remove themselves from your database; once this is clicked you must update your list to ensure this customer is no longer contacted or "blacklisted". Doing so can result in hefty fines. Other general "rules of thumb" include only communicating when absolutely necessary, including a blatant call-to-action (CTA) and using strategic subject lines and preheaders.

For more information on how to develop and execute the most meaningful marketing campaigns, connect with us to get started.

Transactional Emails

When a customer makes a purchase, signs-up on your website, needs to create a new password or adds items to their cart, you should be following each action with a transactional email. These communications are automatic in nature and contain a large amount of dynamic or personal content specific to each customer.

For example, I am a customer of OldNavy.com and have just ordered a sweater for $12.99. As soon as my online purchase was completed, OldNavy sent me an automated email likely thanking me for my purchase and detailing the specifics of my order. I have that email for my records with all the necessary information about what I bought, when I bought it and who to contact if I have any issues. This type of communication is essential for e-commerce business.

Customers should be receiving customized emails detailing each action they take with you or your business. These campaigns can be set up once as long as the dynamic coding has no flaws. Set up tests to be sure fields like customer name, date, product and price are filled in completely and properly after an action.

For more information on how to develop and execute powerful transactional campaigns, connect with us to get started.

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