Email marketing strategy
I now offer MailChimp training via www.mailchimptraining.co.uk which includes open courses and in-house training.
Email is a highly effective promotional technique, in terms of awareness building and response rates. Key elements include your list, copywriting ability, scheduling and metrics.
Email marketing is a promotional mix category. It includes person-to-person emails, autoresponder messages, newsletters and e-shots. Here is a list of promotional mix categories.
You should send out a monthly newsletter to customers (dormant, current and prospective), suppliers and other relevant contacts. A newsletter (sometimes referred to as an ezine) should provide useful, helpful and interesting material about your enterprise. There should be a number of links from the newsletter to your website.
MailChimp and ConstantContact are popular newsletter production platforms. They include newsletter templates and metrics, so that you can see open rates, click through rates, hard bounce rates (i.e. dead email address), soft bounce rates (temporarily unavailable), spam complaints, etc.
An e-shot, on the other hand, is selling something (i.e. a product, service or seminar place). Here is a...