Email Marketing Q&A with Kirsty Metcalfe

We caught up with Kirsty our Senior Email Executive to get the ‘low down’ on Email Marketing. Here’s what she had to say…

1. What is email marketing?

Email marketing is a form of communication sent to a database which can be used to inform subscribers about promotions or generic campaigns.

2. Why is email marketing important?

It is important for eCommerce sites as it creates and maintains a relationship with your customers. You can retarget customers with specific promotions to encourage retention.

3. What are the benefits of email marketing?

It is low cost in comparison to other marketing channels with a positive ROI, it raises brand awareness, it’s easy to track and it’s environmentally friendly!

4. Why is responsive email important?

Over 52% of emails are now opened on a mobile device so you need to make sure that your email is optimised for user experience.

5. Should I segment my database?

I would recommend segmenting the database so that you can tailor your campaigns to your subscribers’ preferences based on previous purchases. We can do this easily within the mailing list section of the VS platform.

6. Is it important to have a ‘brand identity’?

Consistency is very important in marketing communications, in order to build brand trust and loyalty from customers. As part of the VS email service we will provide a number of email designs that will be created to match your brand guidelines.

7.  How important are Subject Lines?

Subject lines are the first point of contact for subscribers. If you’re subject line is not engaging to the reader, the chances are they won’t open the email. Email marketers are now starting to personalise subject lines using subscriber data to include first names. In summary, subject lines can make or break your email campaigns.

8. When is the best time to send an email?

Typically Tuesday & Thursdays are the most popular to send a marketing campaign however this will differ case by case – A/B testing is a good way to best understand how subscribers are engaging with your campaigns.

9. How can I grow my email list?

In order to grow your subscriber database you can offer sign-up incentives to encourage new subscribers, exclusive subscriber benefits and you can also run competitions to encourage new sign-ups.

10. My top tip for email marketing?

I would recommend A/B testing your campaigns in order to determine the most successful variables such as date/time of send, subject line or content within an email. You can then build a strategy based on which has performed the best.

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