Category: Data deduplication

Data deduplication is a principle step in cleansing your records and reducing wastage in your marketing activities.

Email marketing guide for novices

Email Marketing Guide

 
Email marketing is probably the most common form of marketing. Marketers in large companies, small companies and everything in between use email marketing. Email marketing crosses all sectors and is used for all sorts of communication. This Email marketing guide gives you an insight.
 

Why is email marketing so popular?

 
Email marketing is probably the most common form of marketing. Marketers in large companies, small companies and everything in between use email marketing. Email marketing crosses all sectors and applies to all sorts of communication.
 

Which email platform should you choose?

 
In truth, you’ve likely already got a system in place. The first thing to do is make sure you’re utilising it to it’s full potential. The discipline of regular email marketing is something marketing teams must be well versed in. You should only consider changing what you’re already using if you’ve identified shortcomings. If you have, are they hindering results?
 
With so many variables what do you need to get right with email marketing? A point hotly debated by many, we at renew use an evidence-based approach as our standard.
 

Data

 
The number 1 critical factor with email marketing is data. The quality of your data determines the scope of your success. As such some sectors achieve great success, while others continue to struggle.
 

Subject line

 
Millions of emails don’t get past the subject line and go straight to the trash can. Your subject line is the first part of your email marketing that’s easy to test. It’s also easy to determine what works.
 

Responsiveness

 
Does your email marketing work on a mobile phone?
A huge proportion of email marketing is viewed on mobile. If you haven’t thought of your target audience and user, you risk the trash can. Why risk recipients unsubscribing by sending emails they can’t view on all devices.
 

Content

 
As with websites, is the content of your email focused on the recipient? First step is forget what you want to say and consider what the recipient wants to read. The more you bring content round in line with this, the greater your successes are likely to be.
 

Call to action

 
What should someone do upon reading your email? What action do you want them to take? What’s in it for the recipient? Your call to action needs to be obvious and direct. Make it easy for your recipients.
 
By using good data, a subject line that will grab the right kind of attention. A format that can be easily read, content that they’ll want and a clear call to action. The basic formula for successful email marketing.
 
At Renew Marketing, email marketing delivered for clients takes all this into account..
 
Our email marketing clients contact us because they want better results from their marketing.
 
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Top 5 considerations when thinking about marketing automation

When you’re considering marketing automation there are 5 points that need to sit at the top of your decision making priorities. Although marketing automation has clear benefits for many organisations, the key factors for its success are the same.

1. Data you can use for marketing automation

Organisations that have plenty of data are the ones that will benefit most from marketing automation. The reasons are quite simple, without data, it’s going to be an uphill challenge from the off. The kind of data we are talking about begins with basic contact details. Email, mobile and address details are core to communicating with people.

2. Processes that would benefit from marketing automation

Sales processes and buying patterns need to be mapped out comprehensively to gain the most advantage from automation. By mapping processes it not only makes it simpler for setting up your marketing automation, it also helps identifying where there are weaknesses or opportunities to improve and streamline sales processes. You’ll also need to be considerate of the areas where your sales and marketing processes interface with other business systems as these areas can affect the ease of implementation.

3. Commitment to marketing automation

Before you make the decision to go forward with marketing automation, you need to evaluate your level of commitment. There’s plenty of evidence that marketing automation works but overnight success is unlikely. The setting up process can be time and labour intensive so it’s important to be realistic about the time and budget you’re prepared to commit to setting up and evaluating your marketing automation project.

4. Metrics you can apply to marketing automation

How you measure the success of marketing automation is a principle consideration from the outset. It’s important to be very clear and concise about what your marketing automation investment needs to achieve to make it worthwhile. For many, the metrics are sales related, for others, retention is a principle factor. Whatever it is that your business needs, scoping your success metrics are vital to the longevity of your plans.

5. Budget you’ll invest in marketing automation

Moving to marketing automation from campaign driven communication is a major change in the way you operate. Although you can stage budgets, your overall budget needs to be considerably more than your normal campaign type spends. It is possible to gain quick wins and start to benefit from your investment early but you’ll need to be realistic about the size and scope of your marketing automation project and the subsequent budget needs of such an undertaking.

Summary

Marketing automation is not a quick or simple task. The benefits are increases in sales, reductions in administration, improvements in retention and much more. Before you set about implementation of marketing automation in your business, you should speak with a professional who will be able to assess the ease, cost and benefits to you.

By Ryan Mullins