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Top 10 Fundamentals Of Email Marketing

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Basics of Email marketing

Top 10 Fundamentals of Email Marketing

My previous blog was relating to “top 3 Email spam laws currently” it was about what is Spam email and how different countries are countering them with their spam laws. Today I would like to elaborate on what is Email Marketing and what are its 10 basic elements.

Email Marketing?

It means direct marketing by sending a commercial email to your current or prospective customers. For example if you receive an email from a bank informing you about their Car loan facility at a low-interest rate, or a branded clothing company sending you an email containing the images of their latest shirts or jackets .Sending commercial emails to existing customers about new product line introduction/launch. Broadly emails can be categorised into Personal, Transactional or Direct where personal email means you sending an email to your friends about your recent hiking trip to the mountains . Transactional email will be an email which was triggered by your actions with a company like a credit card company sending you an email about the completion of a recent purchase paid by your credit card. Direct emails are the ones which I mentioned above they are mostly promotional messages.  So it is basically communicating about your business to your customers in the form of an email. But why is it used by companies or marketers? Simple answer to this question is that internet users are increasing and so are the email users. As per Telecom Regulatory Authority of India (TRAI) quarterly press release total number of internet subscribers has increased from 251.59 million at the end of March 2014 to 259.14 million at the end of June 2014 making India the third largest internet user after U.S and China.As many customers are on the internet so to reach them effectively and increase our sales we need to know the basics of email marketing, a good configured computer and Internet connection are the first elements but other than that below are the 10 basic elements :

  1. Server

    -For sending or receiving emails we need servers, they can be shared servers or dedicated servers. For example Gmail, Yahoo mail are shared servers and they allow you to send maximum 250 to 500 email per day for free, and dedicated servers which we can get after paying a premium gives us access to send 40000 email per day per server.

  2. Email Service Provider

    -It is a third party organisation which rents out their email servers to you on monthly/yearly charge basis, it helps to manage all your leads in one place, send email campaigns with better delivery and tracking capabilities, dozens of ready to use email templates for Newsletters, Product Promotions, Offers and much more , HTML editor is DIY which will give you all the freedom you want to modify templates or design new emails from scratch , can find which leads are engaging with your email campaigns and finally keep a check on them with complete email campaign analytics. example iWeb, Mailchimp etc.

  3. Deliverability

    Deliverability of your email plays the most important role , because only if the email reaches to your customers inbox than only can you become successful in delivering your marketing communication.It means that your Internet service provider is not blocking your emails or not labeling your emails as spam.

  4. Authentication

    Before starting your campaign you should check the authentication of your domain name by setting up your Sender Policy Framework , and Cryptographic Solutions like DomainKeys Identified Mail (DKIM) this is the first gate way from which your email should pass so as to prove that your email is not a spam. It is like telling your ISP who the email is actually from.

  5. Reputation of your domain name

    It means the history of your domain has to be good, your domain should not have been labelled as spam in the past, Your sender score should be in permissible limits, your content should be clean and not have spam words , it should clearly communicate expectations and how to manage preferences,

  6. Reputation of your IP address

    Reputation of your IP address should be clean as the type of IP address your domain has determines the volume of your emails you can send i.e. Dynamic IP or Static IP.

  7. List

    List means the email addresses which you have. As per various anti-spam laws of different countries it is mandatory to have an authorised list source i.e. it should not be harvested from the internet, for having good deliverability of your emails good list management ensures you are sending relevant, requested, and targeted campaigns to the right recipients.

  8. Header & Content

    Header of an email means the top most part containing the below points

    • “To”: When we send an email it should clearly mention to whom the mail is sent i.e the receivers name and email id.
    • “From”: In this field the sender should mention his/her name or the companies name who is sending this email, this informs the receiver that the mail is sent by someone known and it’s not a spam.
    • “Reply to”: This field helps the receiver to reply their feedback regarding the newsletter; it also assures that the sender is ready to receive any reply.
    • “Subject”: This field is the most important part of the header, most email are read or discarded due to the subject line. A good subject line indicates that your mail is going to be opened and read, but if the subject line is not properly researched then it can cause bad results to your campaign. Having a relevant subject line to the content of the email makes your email professional and does not mislead your readers hence adds up your reputation.

Content : It is always said “Content is King” and its true so to make good engagement with the reader of your email it should have good content which is relevant. Content includes E-books, Whitepapers, Guides, Templates, Checklists, Blog posts, Text or images of your email. We should always consider that the email which we are sending should always have some value to the reader, the reader should not feel that his or her time is wasted.

  1. Compliance of Anti-spam guidelines

    It is mandatory in many countries to follow their anti-spam laws by adhering to below points in each of their emails else the marketer is penalized and black listed.

    • Each email should have a working unsubscribe link
    • Sender must have written or oral approval to send a commercial email to the receiver i.e. legal opt in
    • The sender should mention the complete postal mailing address in each of the email.
    • The subject line must not misleading i.e. it should be relevant to the content
  2. Call to Actions , Landing Page

    These are essential in an email so as to convert the reader into a customer.

    • Call to actions : Effective call to action means to place an image or text (containing the coded link /web URL )into the body of the email which compels the readers to click it and then directs the readers to a landing page of the senders website for further information or action. We can also call it as sole purpose of the campaign as when a readers click the call to action it is likely to further generate a sale or a lead for sale which means that the reader of the email liked it and is ready to take further actions required.
    • Landing Page : Once the call to action image or text is clicked by the reader then a webpage is opened this page is called the landing page. A good landing page must be campaign specific as it assures the reader that he/she is not being misled, the landing page should be consistent with the content of the email i.e. same colour of the background, similar branding etc. We should always keep in mind that the span of attention of a viewer is very limited; a viewer can easily get distracted so the landing page must be optimized as per the requirement of the viewer by incorporating the correct text, image, or hyperlinks. Mostly landing pages consist of a contact information input form which the reader is required to fill and once filled this information goes to the sales team.

So, these are the 10 fundamentals of email marketing which i think if used properly in our campaigns can bring good results to our efforts.

  • Email-Marketing

  • Digital-Marketing

  • There are 2 comments

    • 4 years ago

      kota Venkatesham   /   Reply

      Thanks for sharing such nice information.
      I have question is i am started blog about celebrity news ,
      information and pictures can suggest me marketing strategy to my blog .
      present my blog at 16lkh alexa rank

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