Unit- 3

New Age Marketing

E-enabled Marketing
Readings: Laudon, K. C. (2020). E-Commerce - Business, Technology, Society. Pearson.
Dodson, I. (2018). The Art of Digital Marketing – The Definitive Guide to Creating Strategic,
Targeted, and Measurable Online Campaigns. Wiley.
DIGITAL MARKETING
Definition

• Digital Marketing includes ‘the management and execution of

marketing using electronic media such as the web, email,
interactive TV, wireless media in conjunction with digital data
about customers characteristics and behavior.’
-IDM (Institute of Direct and Digital Marketing)

• Basically, Digital Marketing is the use of Internet and other digital

technologies to market the products and services.
DIGITAL MARKETING
Features

Instant customer interaction 01 Audience Targeting

With customer interaction and service tightly Helps to know which audience to target
integrated, marketers can interact in real-time to and why, with specific pre-designed
understand and support the problems faced by messages suited to their specific problems
first-time or their most engaged users. 07 02 and needs.

Cost Leverage
Digital mediums can be the most cost
Multi-channel reach effective for messaging across a larger
audience, which was the key reason in the
Digital marketing integrates data, first place for marketers to adopt them.
communication, and messaging across
multiple platforms, making it the best form
of integrated marketing.
06 03 Actionable Reporting
The kind of quantitative customer segment
data and qualitative feedback obtained
here is far more authentic and actionable.
Quicker funnel fulfillment
The covering of marketing funnel from
awareness to action can be fulfilled much
quicker after the customer has shown the first 05 04 Location-based messaging
intent. No other type of marketing can develop and
target personalized, location-based
messages for customers as per their specific
interests.
DIGITAL MARKETING
Difference between traditional and digital marketing

Area of Comparison Traditional Marketing Digital Marketing

Definition Traditional marketing is a marketing Digital marketing is a modern marketing

strategy that promotes a company's technique that promotes a company's
products and services through traditional products and services through digital
advertising media such as TV, radio, channels such as search engines and social
newspapers, magazines, and so on. media platforms.
Cost Relatively costlier Cost-effective way to promote goods and
services
Contact Only permits one-way contact from the Allows for two-way interactions between
advertiser to the audience the advertisers and the audiences

Trustworthy More trustworthy Level of trustworthiness determined by

the content and channel’s dependability

Reach Limited reach Much wider reach, not restricted by any

geographical boundaries
DIGITAL MARKETING
Difference between traditional and digital marketing

Area of Comparison Traditional Marketing Digital Marketing

Engagement Difficult to track results and impact of Measurable customer engagement

marketing indicators such as views, likes, shares,
comments, etc.
Communication Delayed communication Instant communication

Conversion Low conversion rate Much higher conversion rate

Results Produces immaterial outcomes Yields quantifiable outcomes

Targeting Cannot micro-segment an audience based Allows you to send personalized

on criteria such as interest, behavior, age, communications to your target audience
and so on. based on their age, interests, behavior, and
so on.
Branding More effective in building brands less reliable for brand building

Time Takes more time Requires less time

DIGITAL MARKETING
Difference between traditional and digital marketing

Area of Comparison Traditional Marketing Digital Marketing

Interaction Does not allow for direct interaction Facilitates direct interaction between
between the advertiser and the target advertisers and their target audiences.
audience.
ROI Minimal High

Interruptions Difficult to avoid the advertisements -If an advertisement does not attract the
viewers, they can just skip over it
- Ad-blockers prevent pop-up ads
Flexibility/ Ad Less flexible; Tweaking is not feasible once Provides a significant degree of
Tweaking the advertisement has been placed versatility; Changes or edits can be made at
any time
Network Connectivity Not required Required

Source: Economic Times; available at: https://shorturl.at/acnD7

DIGITAL MARKETING
Moving from traditional to digital marketing

From Segmentation and Targeting to Customer Community Confirmation

• Traditional exercises of segmentation and targeting exemplify the vertical relationship between a
brand and its customers, analogous to hunter and prey.

• Segmentation and targeting are unilateral decisions made by marketers without the consent of their
customers.

• Marketers determine the variables that define the segments. The involvement of customers is limited to
their inputs in market research, which usually precede segmentation and targeting exercises.

• Being “targets,” customers often feel intruded upon and annoyed by irrelevant messages aimed
toward them. Many consider one-way messages from brands to be spam.
DIGITAL MARKETING
Moving from traditional to digital marketing

From Segmentation and Targeting to Customer Community Confirmation

• In the digital economy, customers are socially connected with one another in horizontal webs of
communities. Today, communities are the new segments.

• Unlike segments, communities are naturally formed by customers within the boundaries that they
themselves define.

• Customer communities are immune to spamming and irrelevant advertising. In fact, they will reject
a company’s attempt to force its way into these webs of relationship.

• To effectively engage with a community of customers, brands must ask for permission. Permission
marketing, introduced by Seth Godin, revolves around this idea of asking for customers’ consent prior
to delivering marketing messages.
DIGITAL MARKETING
Moving from traditional to digital marketing

From Brand Positioning and Differentiation to Brand Clarification of Characters and Codes

• In a traditional sense, a brand serves as a reservoir that stores all the value generated by the company’s
brand campaigns and represents the overall customer experience that a company delivers to its
customers.

• Therefore, a brand may serve as a platform for a company’s strategy since any activities that the
company engages in will be associated with the brand.

• To establish strong equity, a brand must have a clear and consistent positioning as well as an
authentic set of differentiation to support the positioning.

• Brand positioning is a compelling promise that marketers convey to win the customers’ minds and hearts
and to exhibit true brand integrity and win customers’ trust, marketers must fulfil this promise with a
solid and concrete differentiation through its marketing mix.
DIGITAL MARKETING
Moving from traditional to digital marketing

From Brand Positioning and Differentiation to Brand Clarification of Characters and Codes

• In the digital economy, customers are now empowered to evaluate and even scrutinize any
company’s brand-positioning promise. With this transparency (due to the rise of social media)
brands can no longer make false, unverifiable promises.

• A brand must be dynamic enough to behave in certain ways in certain situations given the
disruptive technologies, shorter product life cycles, and rapidly changing trends.

• What should remain consistent, however, are the brand characters and codes. The character is the
brand’s authentic reason for being. When the core of the brand remains true to its roots, the outer
imagery can be flexible. For example, by having countless logo adaptations (doodles) Google remains
solid yet flexible as a brand.
DIGITAL MARKETING
Moving from traditional to digital marketing

From Selling the Four P’s to Commercializing the Four C’s

• Essentially, there are four P’s in a marketing mix which is a classic tool to help plan what to offer
(product and price) and how to offer (place and promotion) to the customers.

• Optimal alignment and designing of the four P’s makes selling less challenging as customers are
attracted to the value propositions.

• In a connected world, the concept of marketing mix has evolved to accommodate more customer
participation and should be redefined as the four C’s (co-creation, currency, communal activation,
and conversation).
DIGITAL MARKETING
Moving from traditional to digital marketing

From Selling the Four P’s to Commercializing the Four C’s

Co-creation

• In the digital economy, co-creation is the new product development strategy.

• Through co-creation and involving customers early in the ideation stage, companies can improve
the success rate of new product development.

• Co-creation also allows customers to customize and personalize products and services, thereby
creating superior value propositions.
DIGITAL MARKETING
Moving from traditional to digital marketing

From Selling the Four P’s to Commercializing the Four C’s

Currency

• Concept of pricing evolved from standardized to dynamic pricing (setting flexible prices based on
market demand and capacity utilization).

• Online retailers, collect a massive amount of data, which allows them to perform big-data analytics
and in turn to offer a unique pricing for each customer.

• This allows companies to optimize profitability by charging different customers differently based on
historical purchase patterns, proximity to store locations, and other customer-profile aspects.

• In the digital economy, price is similar to currency, which fluctuates depending on market demand.
DIGITAL MARKETING
Moving from traditional to digital marketing

From Selling the Four P’s to Commercializing the Four C’s

Communal Activation

• The concept of channel is also changing in the sharing economy and the most potent distribution
concept is peer-to-peer distribution.

• Players such as Airbnb and Uber are disrupting the hotel and taxi industries respectively by
providing customers easy access to the products and services not owned by them but by other
customers.

• In a connected world, customers demand access to products and services almost instantly, which
can only be served with their peers in close proximity. This is the essence of communal activation.
DIGITAL MARKETING
Moving from traditional to digital marketing

From Selling the Four P’s to Commercializing the Four C’s

Conversation

• Traditionally, promotion has always been a one-sided affair, with companies sending messages to
customers as audiences. Today, the proliferation of social media enables customers to respond to
those messages and also allows them to converse about those messages with other customers.

• The rise of customer-rating systems such as Trip Advisor and Yelp provide a platform for customers
to have conversations about and offer evaluations of brands they have interacted with.
DIGITAL MARKETING
Moving from traditional to digital marketing

From Customer Service Processes to Collaborative Customer Care

• In a traditional customer-service perspective, prior to purchase, customers are treated as targets and
once they decide to buy, they are considered kings.

• Shifting to the customer-care approach, customers are viewed as equals and instead of serving them,
a company demonstrates its genuine concern for them by listening, responding, and consistently
following through on terms dictated by both the company and the customer.

• In traditional customer-service, personnel are responsible for performing specific roles and processes
according to strict guidelines and standard operating procedures which often puts them in a dilemma
over conflicting objectives.

• In a connected world, collaboration is the key to customer-care success wherein companies invite
customers to participate in the process by using self-service facilities.
DIGITAL MARKETING
Digital Marketing Channels

Digital Marketing Type Examples Explanation

Intent-based Marketing SEO, Search Advertising Marketing through messages placed in conjunction with
information obtained on search engine queries

Brand Marketing Display/Digital Utilizing advertising across websites and digital media formats
Advertising for
marketing
Content Marketing Website, Blog, Native Using story-based elements to share marketing messages in a
Content targeted fashion
Community-based Social Media, Business Utilizing social communities, networks, and platforms to conduct
Communities marketing
Partner Marketing Affiliate Marketing, Includes involvement of affiliates, third party sites for marketing;
Sponsorships, PR also includes sponsorship and PR activities
Communication Channel E-mail, Messaging, SMS Involves marketing on all communication lead platforms; this is a
Marketing more recent and upcoming digital marketing area
Platform-based Mobile, Video, Using new platforms and digitized traditional platforms to
Marketing Out-of-home, Media integrate marketing in the device and medium itself
 Search Engine Optimization (SEO)
Formal definition of SEO: The process of refining your
website using both on-page and off-page practices so that it
will be indexed and ranked successfully by search engines.
Informal definition of SEO: Smell nice for Google!

Search Engine Penalization: Google penalties are

sanctions that Google imposes on websites for bad SEO
practices. They lead to lower organic rankings and online
visibility or even total removal of a site’s pages from the
search results (or SERPs).
These could be manual penalties imposed by Google
employees or algorithmic penalties
Google penalties can either result into downranking of
your website or delisting of your website from Google
search altogether.
 Search Engine Optimization (SEO)
SEO Process:
1. Goals: Be aware of the benefits of SEO and costs associated
with Search Engine Penalization.
Decide upon and set up clear, realistic goals and targets for
your SEO campaign.
2. On-Page Optimization: Granular, technical optimization of
the various elements on your website.
It involves ensuring search engines can easily read, understand,
crawl through, and navigate the pages of your site to index it
correctly.
3. Off-Page Optimization: It’s a long-term, iterative process
focused on gaining website authority, as determined by what
other websites say about you.
4. Analyse: Cyclical process
Analyse the data you receive and make adjustments
accordingly.
 Search Engine Optimization (SEO)
1. Goal Setting
- Goals vary depending on the nature of the business.
- Every business is different in regards to what it classifies as
a conversion.
- On one webpage a user watching a video might be
considered a conversion. On another it could be an online
inquiry.
- After you’ve decided what your goals are, you can track
your progress towards achieving your goals by creating
KPIs.
 Search Engine Optimization (SEO)
Benefits of SEO:
The ultimate goal of SEO is to achieve that number-one ranking on SERPs for your website. It brings with it the
following benefits:

#1 SERP
Ranking

Market
Increased Increased Increased
Enhanced leadership and
organic engagement conversions
reputation competitive
CTR
advantage
 Search Engine Optimization (SEO)
On-Page Optimization
• Offline Keyword Research
- Brainstorming: Interact with sales/customer care personnel who directly interact with customers as they would
know the words and phases customers use while referring to your products/services. Note down common customer
queries.
- Marketing collateral: All the past marketing material such as leaflets, brochures, posters, etc. can also be useful in
generating low search volume keywords that are worth including. Similarly, sourcing competitor’s marketing
material can also provide some great ideas.
- Customer surveys: Helps in establishing the phraseology and colloquial jargon customers are using.
- Listening to customers: Track all customer mentions, interactions, etc.
 Search Engine Optimization (SEO)
On-Page Optimization
• Online Keyword Research
- Google Autocomplete: Begin typing in Google search box and it suggests text predictions automatically based on
the most popular search terms entered. Google scans your browser history to suggest you the most relevant search
terms as per your liking. Therefore, for fresh content, clear your search history, cookies, cache, and temporary files.
- Google Ads Keyword Planner: Discover new keywords; See monthly searches; Determine cost; Organize
keywords; Create new campaigns.
- Google Trends
 Search Engine Optimization (SEO)
On-Page Optimization
• On-Page Optimization Process
- Style and Structure of the site
There should be a defined hierarchy among webpages with one page acting as a parent page leading to a subpage
which is the child page.
No more than three to four of such levels should be there.
A user-friendly site will be appreciated by the consumers, which will please the search engine that will ultimately
increase your ranking in SERPs.
 Search Engine Optimization (SEO)
On-Page Optimization
• On-Page Optimization Process
- Up-to-Date Content
Maintaining up-to-date content isn’t just about the text on the page- photos, videos, slides and images are all
examples of different forms of media you can use to keep your content fresh and attractive to the reader.
You still need text on the page for search engines to understand your content, but remember that you’re writing
primarily for your customers, to keep them on your site.
Start analyzing user media habits. For example, more and more informative websites have started embedding videos
into websites as they have been found to engage the visitors better.
 Search Engine Optimization (SEO)
On-Page Optimization
• On-Page Optimization Process
- Optimizing the Technical Mechanics of your page
Once you’ve decided upon the structure of your site, you then need to optimize the technical mechanics of your page
and insert keywords into them. These are listed out in the order in which they appear on the website:
URLs
Insert the chosen keywords into the URLs of each web page on your site.
Eliminate the string of numbers and symbols from URLs and replace them with easily readable keywords, to assist
both your users and search engines.
Use only hyphens and dashes as word separators and avoid underscores.
Example:
1 digitalmarketinginstitute.ie/courses/type/postgraduate-diploma-in-digital-marketing/
2 http://www.abcdefhgj.ie/index.php?option=com_content&view=article&id=13&Itemid=43
 Search Engine Optimization (SEO)
On-Page Optimization
• On-Page Optimization Process
- Optimizing the Technical Mechanics of your page
Page Names
Page names act as labels that help us distinguish content and create meaning.
They usually have one or two words and it is not always possible to optimize them in terms of keywords.
As users and search engines go deeper into the website, pages should get more specific to the keywords you’re
targeting.

Meta Tags
These are HTML tags used to provide additional information about a page to search engines and other clients. These
don’t affect the web page layout, but rather provide important information about the page’s content, which is used by
search engines to index your site.
- Title Tag: The name of the page in the tab of your browser. Try front loading the keyword.
- Description Tag: Provides a short description of the page. Does not contribute to website ranking. Utilize this as a
sales pitch and include your keywords along with a call-to-action, benefit, a USP, etc.
 Search Engine Optimization (SEO)
On-Page Optimization
• On-Page Optimization Process
- Optimizing the Technical Mechanics of your page
Breadcrumb Navigation
This allows user to return to the previous sections on the website without having to use main navigation bar to do so.
As users go through each page, they leave a breadcrumb that is displayed on the top of each page allowing them to
find their way home.
 Search Engine Optimization (SEO)
On-Page Optimization
• On-Page Optimization Process
- Optimizing the Technical Mechanics of your page
On-Page Headings
Your web pages should be divided into headings to facilitate structure and guide both the users and search engines
reading your content.
Headings range from H1 to H6 and indicate the most important parts of your page’s content and how the content is
interconnected.
Primary heading is H1 which must be optimized, H2 is the subheading of H1, H3 is the subheading of H2 and so on
so forth. Usually pages don’t go past H3.
Search Engine Optimization (SEO)
 Search Engine Optimization (SEO)
On-Page Optimization
• On-Page Optimization Process
- Optimizing the Technical Mechanics of your page
First Paragraph
Under H1 lies your first paragraph and ideally your chosen keywords should be within the first line of text.
Users scan the first few words on every page, which determine whether or not they will bounce.

Body of Text
Help the search engines to understand what your content is about by inserting keywords once or twice into the body
of text and its heading but primarily focus on delivering a solid piece of relevant writing.

Anchor Text
This is a hyperlink shown as clickable text within your content which allows users and search engines to advance to
the next page of your site with ease. Try incorporating keywords here as well.
 Search Engine Optimization (SEO)
On-Page Optimization
• On-Page Optimization Process
- Optimizing the Technical Mechanics of your page
Images and Alt Text
Alt text stands for alternative text and it acts as an alternative to the image it describes.
Its purpose is to describe the image both for users with accessibility difficulties and search engines.
Optimizes your result in ‘Images’ section.
When possible, insert keywords into your file names of your images before uploading them, the alt text, and the
image caption.

Social Sharing
Your webpage should be easily sharable by the website visitors.
This helps with building a digital footprint, by getting people talking about your brand on social media.
 Search Engine Optimization (SEO)
On-Page Optimization
• On-Page Optimization Process
- Optimizing the Technical Mechanics of your page
Site Map
It is a page on a website that provides a map of the website’s structure and is in the form of text links to all other
pages on the site.
It allows the search engines to crawl through, index, and rank your website.
A sitemap is a blueprint of your website that help search engines find, crawl and index all of your website’s content.
Sitemaps also tell search engines which pages on your site are most important.
 Search Engine Optimization (SEO)
On-Page Optimization
• On-Page Optimization Process
- Technical Aspects of SEO
Compatibility
- Browser compatibility: Check your website’s cross-browser compatibility with Chrome, Internet Explorer, Firefox,
Safari, etc.
You can use Google Analytics to see the volume of traffic coming in from particular browsers.
- Device Compatibility: Google’s algorithm has shifted to include greater ranking emphasis on mobile friendliness
and thus, responsive websites have become expected by users and search engines. Responsive websites are the ones
which are designed to respond to the different sizes of screens that customers are using.

Structured Data Markup

Structured data is a standardized format for providing information about a page and classifying the page content; for
example, on a recipe page, what are the ingredients, the cooking time and temperature, the calories, and so on.
Allows search engines to easily crawl through the content on your website.
 Search Engine Optimization (SEO)
Off-Page Optimization
The purpose of off-page SEO is to improve your website ranking, based on the amount and quality of links coming in
to your site.
• Link Formats
- Link Text: Refers to the text that appears on the page
- Link URL: The destination to which the text will take the user.
- Internal Links: Linking within your own website content from one page to another (depicted in picture below)
- Inbound Links: A link that comes from another website and directs a user to your website. It is considered a
determining factor in your site’s ranking. Think of them as votes of confidence and popularity—the more a site has,
the more authority and credibility it will gain.
 Search Engine Optimization (SEO)
Off-Page Optimization
• Link Building
- Link building is an SEO tactic that involves getting other websites to link to your website. So search engines like
Google may view it as more authoritative and rank it higher in unpaid search results.

Link Building Strategies

1. Conduct Email Outreach
Email outreach is the process of reaching out to a website (or website
representative) to persuade them to give you a backlink. It’s important
because people can’t link to your content without discovering it. Even the
best assets need to be promoted to attract links.

2. Become a Source
If you work with reporters to provide information or assets, you may
receive a backlink by way of attribution.

3. Broken Link Building

Broken link building is the process of finding backlinks that no longer
work and persuading the publishers to replace them with working links to
your site. It’s an effective tactic because no one wants to send visitors to
broken pages. And you’re offering a convenient solution.
 Search Engine Optimization (SEO)

Off-Page Optimization
Link Building Strategies
4. Create Linkable Assets: A linkable asset is a piece of content that has good potential to earn backlinks naturally. Such
as a tool, research report, or in-depth guide.
5. Find Unlinked Brand Mentions: An unlinked brand mention is when a website mentions you or your business without
linking to you.
6. Analyze Competitor Backlinks: Analyzing competitor backlinks helps you to replicate link building tactics that work
for your rivals. And it can tell you:
• Which types of content tend to earn the most backlinks
• Who’s linking to others in your niche
7. Reclaim Lost Backlinks: Recovering backlinks that you lost (which can happen if the linking site updated the content,
deleted the page, or redirected the page) is often easier than building links from scratch. Because the site was already
willing to link to you in the first place.
8. Do a Backlink Gap Analysis: A backlink gap analysis reveals websites linking to your competitors but not to you. If a
site links to a competitor, they might be willing to link to you, too. Especially if you create superior content.
9. Digital PR: Digital PR is the process of gaining online coverage for your brand. While becoming a source can fall under
this tactic, it more typically involves creating an interesting story and then sharing it with relevant reporters via a press
release. Reporters who cover your story may credit you with a link to your site.
 Social Media Marketing Tools

What are SMM tools?

• These are the various marketing and advertising opportunities offered by a social media platforms to allow
brands to market themselves and their offerings. Such exposure can be either organic (unpaid) or inorganic
(paid).
• Each social media plaform offers a variety of tolls. Some of these are listed below:

FACEBOOK:
• Brand Pages
• Facebook Groups
• Facebook Ads
• Facebook Live

INSTAGRAM:
• Brand Profiles
• Instagram Ads (Feed, Stories, Reels)
• Influencer Marketing
 Social Media Marketing Tools

TWITTER/X:
• Promoted Ads
• Follower Ads (Pay to have our account suggested to users in ‘Who to follow’ section)
• Twitter takeover (pay to have your hashtag trend for certain time)
• Branded notifications (enables advertisers to have one-to-one conversations via the delivery of time-triggered, automated
@mention Tweets that are directed to users who have opted in to receive them)
• Twitter Amplify (video ads that run prior to or during premium video content)
• Twitter Live

LINKEDIN:
• Brand Pages
• LinkedIn Ads
• LinkedIn Pulse (allows users to publish articles to expand their brand and thought leadership)
 Data Mining

• Data mining is a set of analytical techniques that look for patterns in the data of a database or data warehouse or that
seek to model the behavior of customers.
• This can be used to evaluate both structured and unstructured data to identify new information and is commonly used to
analyze consumer behaviors for marketing and sales teams.
• For example, data mining methods can be used to observe and predict behaviors, including customer churn, fraud
detection, market basket analysis and more.
• Data can be “mined” to develop profiles of visitors and customers.
• A customer profile is simply a set of rules that describe the typical behavior of a customer or a group of customers at a
website. Customer profiles help to identify the patterns in group and individual behavior that occur online as millions of
visitors use a firm’s website. For example, almost every financial transaction that you engage in is processed by a data
mining application to detect fraud.
• Phone companies closely monitor your cellphone use as well to detect stolen phones and unusual calling patterns.
Financial institutions and cellphone firms use data mining to develop fraud profiles.
• When a user’s behavior conforms to a fraud profile, the transaction is not allowed or is terminated.
Privacy, Legal and Ethical Issues in E-Marketing
Privacy, Legal and Ethical Issues in E-Marketing
Privacy, Legal and Ethical Issues in E-Marketing
Privacy, Legal and Ethical Issues in E-Marketing
 E-mail Marketing

• The use of email within your marketing efforts to promote a business’s products and services, as
well as incentivize customer loyalty.
• Email marketing is a form of marketing that can make the customers on your email list aware of
new products, discounts, and other services. It can also be a softer sell to educate your audience on
the value of your brand or keep them engaged between purchases.
• In its simplest form, it’s an e-mail sent to a customer list that usually contains a sales pitch and a
‘call to action’. This could be as simple as encouraging the customer to click on a web link
embedded in the e-mail.
 E-mail Marketing

Advantages of email marketing

• An email forces the user to take some kind of action; an email will sit in the inbox until it’s read, deleted, or
archived.
• Email marketing can help you build a relationship with your audience while also driving traffic to your blog,
social media, or anywhere else you’d like folks to visit.
• You can even segment your emails and target users by demographic so you’re only sending people the
messages they want to see most.
• Email marketing also allows you to run A/B tests of a subject line or call to action to identify the best
performing message by using email marketing software that can also be configured to easily send out
emails.
 E-mail Marketing

Challenges for email marketing

• Spam: It seems like our inboxes are filled with worthless information.
• Size: If your email is too large, it might take a long time to load—or even not load at all. In that time it takes to
download, a potential customer has just lost interest, costing you business.
• Competition: Disadvantages aside, email marketing is a popular form of marketing, which means that your email
isn’t going to be the only one flooding users' inboxes. This means that to stand out from competitors, you might
need to invest in strong copywriters or offer additional promotions to capture your audience’s attention.
• Engagement: Frequently, a customer sees an ad and signs up for emails based on that 1 instance or offer. They
may or may not use it. In any case, they are now in the clients' database, but that doesn’t mean they will keep
opening up your emails and clicking through to your site. You have to continuously find ways to engage your
audience, or you might find yourself with high unopened rates or a lot of people unsubscribing.
• Design: Today, you can access an email across a range of devices, such as phones, tablets, and computers. This
means that unless you’re designing an email for each platform, your customers might see a less than ideal version
of your email.
 Types of E-mails in E-mail Marketing

Welcome emails
• This type of email welcomes customers and encourages them to learn more about your product or service. They often offer a
trial or other bonus. It is used to introduce a potential new customer to the business.
Newsletter emails
• Newsletter emails are very popular, and they often highlight new products and services. They may also include articles, blogs,
and customer reviews. Usually, there will be a call to action to move the reader to do something, whether that is reading a new
blog post or checking out a new product.
Lead nurturing emails
• This type of email targets a specific audience through a series of emails in the hope of eventually converting them.
Typically, lead nurturing emails focus on a group that is interested in a specific product or service and then build their interest
through more emails that offer additional information or relevant promotions. The goal is to push users from the consideration
stage to the purchasing stage.
Confirmation emails
• Those that have recently signed up for emails or newsletters, or have purchased an item online for the first time may get a
confirmation email. This ensures the prospect that the information has been received and they are on the list to receive
additional information. These are also a way to let users know that their purchase has been received or that their sign-up was
successful and can include more actions for them to take.
 Tyes of E-mails in E-mail Marketing

Dedicated emails
• If you want to reach out to only a portion of your email list, this is called a dedicated email. Its list may be based on recent
purchases, inactive clients, new members, and other specific types of criteria.
Invite emails
• These types of emails often announce upcoming events, new product launches, and seminars. Most companies use these types of
emails when there is something special going on to gain attention and increase awareness about special events.
Promotional emails
• These types of marketing emails are very common and tend to be generic and go out to a large audience. They are usually used to
maintain awareness and may tease new products and services.
Survey email
• Feedback from customers is one of the best tools for a business. Sending out these emails communicates to your customers that
you value their opinion and want to create an experience, product, or whatever you’re offering that they’ll enjoy. Businesses can
also take the feedback from these surveys and apply them to their offerings, creating what is hopefully a better product.
Seasonal marketing emails
• Many companies take advantage of the holiday season or special occasions to reach out to their customers and prospects with
information on upcoming sales and promotions. They are often tied to holidays like Christmas, Valentine’s Day, Mother’s, and
Father’s Day
E-mail Marketing Best Practices

• Don’t purchase contact lists: Email campaigns depend on a healthy

open rate. If you're contacting people whose information you
bought — rather than earned from a previous interaction — you‘ll
quickly see your emails’ performance drop.
• Stick to fewer than three typefaces: The less clutter you have in your
email, the more conversions you'll get. Don't junk up your message
with more than two fonts or typefaces, as that can distract readers and
ruin your email’s visual appeal. Not only does this make it easy to read,
but readers can focus on the context of the email rather than get
distracted by the styling.
• Avoid using 'No-Reply' in the sender's email address: “No reply” in an
email message prevents recipients from responding and even opting
out of further emails. Instead, have your automated emails come from
a first name (for example, jamie@mycompany.com). Your customers
are much more likely to open emails if they know a human being wrote
them.
 E-mail Marketing Best Practices

• Optimize the email's preview text. • Write compelling (but concise) subject lines.
• Include an email signature. • Create automated emails for opt-ins.
• Clean your mailing list regularly. • Closely tie emails to landing pages.
• Keep the main message and call-to-action above the fold. • Conduct a five-second test.
• Personalize the email greeting. • Make it personal.
• Keep your email between 500 and 650 pixels wide. • Include a clear call-to-action (CTA).
• A/B test your subject lines and calls to action. • Follow up.
• Include your logo.
• Name the offer in your subject line.
• Allow recipients to subscribe to your newsletter.