Best Email Marketing Company in Delhi NCR

Email marketing is a digital marketing strategy that involves sending commercial messages or promotional content to a group of individuals via email.


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What is Email Marketing

Email marketing is a digital marketing strategy that involves sending commercial messages or promotional content to a group of individuals via email. It is a direct form of communication that allows businesses to reach out to their target audience, build relationships, and promote their products, services, or brand. Email marketing typically involves creating an email campaign where businesses send messages to a list of subscribers who have opted in to receive emails. These subscribers can be existing customers, potential leads, or individuals who have shown interest in the business or its offerings.



E-mail Design

Many of the same usability principles that apply in website design apply equally to the design of an effective HTML e-mail template. You will want your message to display consistently and effectively across as many plat- forms as possible. People will be viewing their e-mails using different screen widths and formats, and will be using all manner of different e-mail clients to display your messages. Make sure your template degrades gracefully (works well without images, and is viewable and makes sense using the lowest common denominator in e-mail formats: plain text), and test your templates thoroughly on as many different platforms as possible in order to make sure they work (or use a service such as Litmus.com to take some of the pain out of cross-platform e-mail testing).



What exactly is E-mail Marketing?

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E-mail marketing tools

When it comes to managing and sending your marketing e-mail, you probably won’t want to rely on your standard desktop e-mail client to do the job. While it’s a perfectly feasible approach for very small lists, as more people subscribe to your e-mail offering it will quickly become cumbersome and unmanageable. What you need instead is one of the many custom e-mail marketing systems out there. These can either be software that you install on your local machine, software you run on your own server, or a software-as-a-service (SaaS) offering hosted by an online service provider. These systems let you manage your e-mail list, craft your design templates for your messages and, most importantly, help you to track your e-mail campaigns.



Customer Relationship Management

It is the art, if you will, of keeping your customers happy and maintaining an ongoing personal relationship with them. Let’s say you run a small grocery shop in an equally small neighbourhood. Over time you’ll get to know your regular customers, their likes and dislikes, and what other products they might be interested in trying, etc. Larger businesses struggle to maintain that sort of personal connection with consumers, and that is where CRM comes in. For instance, if you keep a record of the products or services that a customer has bought from you in the past, what they’ve looked at on your website, how often they’ve contacted you – you can merge that data with the relevant demographic details, then, using CRM technology, you can track and anticipate what those customers are likely to be interested in.


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E-mail Formats

Another reason your e-mails may not be seen is that you’re sending them out in a format that your recipients’ e-mail clients – the software or website used to read and reply to e-mails – doesn’t recognize. This is not as much of a problem as it used to be, because the adoption of internet standards has improved significantly, and pretty much all of the e-mail clients today will seamlessly handle rich text or HTML e-mail, unless the user has specified otherwise. When you send out your marketing e-mail, you can normally choose to send it in its most basic plain text form (with no formatting). You can be fairly certain that all of your prospects will be able to read it, but it is hardly the most aesthetically pleasing experience. One step up from plain text is rich text format, which allows you to format the text with font sizes, colours, bold and italics, and allows recipients to click on web links. This looks better than plain text, and can be very effective for simple informational newsletters.


Planning your Campaign


Focus on great content

In general you aim to make your e-mail copy punchy, scannable, snackable and engaging – much like effective web copy. Long, sales-letter-style e-mails tend to be less effective, but remember that it very much depends on your business and your audience. Use your judgement, your knowledge of your business and your customers, and craft your message to suit. Test your content regularly, and tweak it to yield optimum results.


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Email


Lessons from your own inbox

You can learn a lot about what works and what doesn’t in e-mail marketing by taking a closer look at your own inbox. Examine the array of newsletters and marketing e-mails you’ve signed up to receive. Do any of them jump out at you and scream ‘read me’? Why?

What is it about a particular message that makes you want to open it? Are there any e-mails you’ve signed up for that you actively look forward to receiving? Are there some that you never open? Analyse the marketing e-mails in your own inbox, deconstruct them, and apply what you learn to your own e-mail marketing campaigns. As your e-mail campaigns evolve, you will naturally start to find what works best for you… after all, no one knows your business or your customers like you do.



E-mail Delivery

Making sure your e-mails are delivered to the people on your list is another crucial element in your e-mail marketing. It’s good practice to send out your e-mail to a few ‘test’ or ‘seed’ e-mail addresses of your own in order to make sure everything is arriving in the inbox as you expect it to before sending it out to your entire list. Keeping your mailing list ‘clean’ is vital, and you should endeavour to honour unsubscribe requests as soon as they arrive. Many of these will be handled automatically by your e-mail service provider/e-mail software, but you should also monitor for unsubscribe requests through other channels (think other company e-mail addresses, social media, etc) and remove them manually where necessary.

 

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Measuring your success

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Target your campaigns

The more data you have on your subscribers, the more you can split and segment them into niche groups that you can target with more specific cam- paigns, as long as your set-up can support it. If you have a complex business with a wide array of different customers, investing in a sophisticated CRM system will let you build an even more detailed profile of your customer base and of their purchasing behaviour. By linking their customer account (if they have registered on your website) to other databases within your business, and ‘mining’ customer data from a variety of sources, you can get an increasingly granular view, and can target ever more relevant messages to particular segments of your e-mail lists.

 

 

Frequently asked questions

Email marketing is a digital marketing strategy that involves sending targeted messages and promotional content to a group of individuals via email. The goal of email marketing is to build relationships with potential and existing customers, enhance brand awareness, drive sales, and encourage customer loyalty and engagement. Effective email marketing can be a powerful tool for businesses to stay in touch with their audience, deliver personalized content, drive sales, and build long-term relationships. However, it’s essential to respect subscribers’ privacy and adhere to relevant laws and regulations, such as the General Data Protection Regulation (GDPR) in the European Union or the CAN-SPAM Act in the United States, to ensure that email marketing is done ethically and legally.

The email marketing methodology outlines the systematic approach that businesses or marketers follow to plan, execute, and measure their email marketing campaigns effectively. While the specific methodology may vary from one organization to another. Effective email marketing can be a powerful tool for businesses to stay in touch with their audience, deliver personalized content, drive sales, and build long-term relationships. However, it’s essential to respect subscribers’ privacy and adhere to relevant laws and regulations, such as the General Data Protection Regulation (GDPR) in the European Union or the CAN-SPAM Act in the United States, to ensure that email marketing is done ethically and legally.

When it comes to managing and sending your marketing e-mail, you probably won’t want to rely on your standard desktop e-mail client to do the job. While it’s a perfectly feasible approach for very small lists, as more people subscribe to your e-mail offering it will quickly become cumbersome and unmanageable. What you need instead is one of the many custom e-mail marketing systems out there. These can either be software that you install on your local machine, software you run on your own server, or a software-as-a-service (SaaS) offering hosted by an online service provider. These systems let you manage your e-mail list, craft your design templates for your messages and, most importantly, help you to track your e-mail campaigns.

It is no good using e-mail marketing tools if you don’t know who you’re sending your e-mails to. Customer relationship management (CRM) is a business concept that has been around for about 25 years. It is the art, if you will, of keeping your customers happy and maintaining an ongoing personal relationship with them. Let’s say you run a small grocery shop in an equally small neighbourhood. Over time you’ll get to know your regular customers, their likes and dislikes, and what other products they might be interested in trying, etc. Larger businesses struggle to maintain that sort of personal connection with consumers, and that is where CRM comes in. For instance, if you keep a record of the products or services that a customer has bought from you in the past, what they’ve looked at on your website, how often they’ve contacted you – you can merge that data with the relevant demographic details, then, using CRM technology, you can track and anticipate what those customers are likely to be interested in. The result? Relevant, targeted marketing that is much more likely to convert.

As we mentioned earlier, people won’t respond to seemingly random e-mail communications: they won’t even open them. So before you can do any e-mail marketing you need to build up a list of customers who want to receive e-mail communications from your business. The best way to do that is to encourage them, whenever you get the chance, to opt-in to receiving your e-mails. Your website is the hub of your digital marketing world (see Chapter 3), and is a natural place to ask people to sign up for your opt-in mailing list. All you need to do is place a simple, prominent form on your site encourag- ing visitors to sign up for the latest updates, direct to their inbox. If they like your site and value your content, many will welcome the opportunity to hear from you by e-mail with regular news, special offers and occasional one-off promotions. Use your extended web presence to encourage sign-ups, too. Embed a news- letter sign-up form on your brand’s Facebook page, for example, and encourage sign-ups by linking to your sign-up page from the occasional Twitter update. You could also use your e-mails to encourage readers to introduce your newsletter to their friends… and perhaps even offer an incen- tive for them to do so. There are lots of ways you can harness broader digital marketing principles to help you build your list organically… get imaginative! If you’re in a hurry to build a list and send out a campaign quickly, another option is to rent an e-mail list from a specialist marketing company, but be careful.

As with any part of your digital marketing strategy, to get the most out of your e-mail you need to define who you are targeting, why, and what you want out of it. Do you want to generate more sales? Or are you looking to maintain a relationship with your customers by keeping them up-to-date with the business? It’s important to be specific here, and to make sure that your e-mail marketing strategy feeds into your overall business goals. Digital customer relationship management (CRM) can help you to segment your customers, and to target specific groups with tailored e-mail offerings if that makes sense. You can also deliver personalized content to them, and wherever possible you should endeavour to personalize all of your e-mail marketing as much as you can. At its most basic, this involves using your prospect’s real name in your e-mail messages, but more sophisticated soft- ware will allow you to pull in specific dynamic content based on a particular customer profile. For example, an e-mail from an airline could highlight the number of frequent flyer points a customer has left to spend before they expire, or an online bookshop could recommend new books based on a customer’s purchase history.

Good e-mail design is important, and it makes a lot of sense to establish some brand continuity between your e-mail templates and your website design. Every aspect of your digital marketing campaign should, of course, work seamlessly together. But always remember that your e-mail content is paramount. Your template design should complement, rather than compete with, your e-mail content for your readers’ attention. In general you aim to make your e-mail copy punchy, scannable, snackable and engaging – much like effective web copy. Long, sales-letter-style e-mails tend to be less effective, but remember that it very much depends on your business and your audience. Use your judgement, your knowledge of your business and your customers, and craft your message to suit. Test your content regularly, and tweak it to yield optimum results.

 

More and more people are accessing their e-mail… including your e-mail marketing missive… on their smartphones and tablets while on the move. That presents a challenge for the e-mail marketer. Think about small display sizes… users may not see your entire subject line, for example, and small display size may affect the way that your carefully crafted e-mail looks. Think about mobile users when you are designing your message: try to ensure it will work on a smaller display, keep your key content to the top right of the e-mail, and make sure it works in text-only form too.

 

Making sure your e-mails are delivered to the people on your list is another crucial element in your e-mail marketing. It’s good practice to send out your e-mail to a few ‘test’ or ‘seed’ e-mail addresses of your own in order to make sure everything is arriving in the inbox as you expect it to before sending it out to your entire list. Keeping your mailing list ‘clean’ is vital, and you should endeavour to honour unsubscribe requests as soon as they arrive. Many of these will be handled automatically by your e-mail service provider/e-mail software, but you should also monitor for unsubscribe requests through other channels (think other company e-mail addresses, social media, etc) and remove them manually where necessary. If you find mail to certain addresses on your list are bouncing regularly (ie messages are undeliverable), investigate why. If the address is dead, purge it from your list (but don’t remove addresses immediately… e-mail downtime is a fact of life, and occurs more often than you might think). Most e-mail

The more data you have on your subscribers, the more you can split and segment them into niche groups that you can target with more specific cam- paigns, as long as your set-up can support it. If you have a complex business with a wide array of different customers, investing in a sophisticated CRM system will let you build an even more detailed profile of your customer base and of their purchasing behaviour. By linking their customer account (if they have registered on your website) to other databases within your business, and ‘mining’ customer data from a variety of sources, you can get an increasingly granular view, and can target ever more relevant messages to particular segments of your e-mail lists.

Everybody is always talking about the next big thing and the future of e-mail, but marketers should really be concentrating on what’s happening now and how their customers are interacting with them today. How many marketers are actually taking advantage of all the marketing tools at their fingertips (advanced e-mail applications, web analytics, social media, social commerce, recommendation engines, mobile applications and so on) to work towards a common goal right now? Not many. The process of understanding our customers in the ‘moment’ and tailoring our relationships to support that interaction will evolve our tools and techniques for communicating with them, so that our transition into the ‘future’ will be a natural event. However, we have begun to see a number of trends emerging since early 2010 that are affecting the way we communicate. The rise of the mobile has seen consumers increasingly access their e-mails on the go and have technology on them at all times, creating a link between the online and offline worlds. The increase of mobile access to e-mail has had a serious impact on the content and format of e-mails, as different devices vary the way that e-mails appear.

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