Category: Email marketing

In-bound marketing gets customers to come to you. On this basis, it is a 'pull', not a 'push' model. When someone is looking to make a significant purchase, they require information. This can be provided by SEO optimised website pages, blog entries, landing pages as well as PDF documents, online videos, podcasts and social media content. Notice that all of these items are digital. Here is an example of an inbound marketing process. Imagine that a buyer thinks of something that they or their enterprise needs. They are quite likely to open their favourite search engine, perhaps on their mobile phone. They enter a short phrase and scan the first page of results. They click through to a web page and find some useful, relevant and interesting information being offered for free in exchange for contact information (in a compliance-driven world, it is important that permission is requested to keep in touch). The buyer wants the information and they trust the website. So they fill in the form and receive a PDF...

Most people have at least one email address. Each day, when they start working, the first thing that most of them do is to check their emails. There are at least 300 promotional techniques and email marketing remains one of the most effective techniques. On this basis, it is important to have a clear enterprise wide email marketing strategy that includes objectives and measurement. As we move towards an increasingly compliance led business culture (see FusionComply) it is important to adopt an opt-in email marketing policy with regards to building a marketing email list. This can be done, for example by using a MailChimp signup form within websites. You will attract more subscribers if you do not ask for too much information within the signup form. Fashion brands typically only ask for an email address from new subscribers. However, if a first name is also requested, this will allow for personalisation within the email Subject line and body copy. Promote your newsletter widely, i.e....

MailChimp Automation is a free feature. Imagine having a marketing system which reacts automatically to customer behaviour. This is possible via MailChimp. MailChimp Automation (MA) combines the segmenting and scheduling tools. You can create event-based emails which are triggered by subscriber behaviour. This technology is known as ‘marketing automation’. If it is used intelligently and with discretion, it can attract customers, build your brand and generate sales. If it is overused, you may annoy customers and lose business. Within MA, you can create workflows and triggers which enable you to send a single email ('Welcome to our newsletter list') or a series of emails ('Here is the first part of the course that you requested.') An event could be, for example, a new subscription to your list. Or it could be a click within one of your campaigns. MC has included a number of workflows within the Automation section, in order to get you started. Alternatively, you can create your own customised...