My Newsletter Experience!
Two weeks ago after I signed up an email newsletter with Arsenal Football Club, I instantly received a ‘confirmation / welcome email’. Ooh! What an experience? The email was specifically tailored to me, addressing my name, with a welcoming tone, a short explanation of what I should expect from subsequent emails, and the benefits of being a subscriber. The same day after a couple of hours I received another email titled ‘Arsenal official newsletter’. This second email was a bit different from the previous; the latter was more enticing and informative with a bunch of colorful pictures of players, headings, offers, and Call to Action (CTA) to sign up for more accounts such as ‘Young Arsenal Fan’, ‘click to win tickets’, and ‘earn red membership’. At the end of the same week, I received another email, which had the similar layout like the second email, but with different information. However, the offers and Call of Action (CTA) were maintained. Generally, I have been receiving two emails per week with the almost the same layout but different information. Hence, the rate of sending emails so far is quite reasonable plus the emails are well designed, attractive, short, and direct to the point.
Designing an Email
From: Arsenal Football Club>
To: Anthony Mkumbae>
Come and shake hands with your favorite players!
March 1, 2015 at 3:00 PM
We are so excited to share this incredible information with you, that on May 30, 2015 Arsenal FC will be in Columbus on their two weeks tour. During their stay, they will play five pre-season friendly matches with different clubs. As our loyal and valuable fan you have a chance to shake hands, take pictures, and talk to any player of your choice; please ‘click here’ to register now and win.
Forward this email to your friends to win free printed shirts, tickets, accessories, and so much more!
It’s only in Columbus, where dreams are turned into reality!!
A Plan to obtain a List of Contacts
Usually, marketers create, store, and update their company’s databases for marketing purposes. The database plays an important role of creating a list of contacts for sending out marketing emails. An email is one of the most useful tools for direct digital marketing since its almost measurable, easy to track, and personalized. However, in order to effectively leverage email in marketing, one needs to plan and strategize how to obtain peoples’ contacts / information. Below is an explanation of how I can obtain a list of peoples’ contacts to send them emails for my chosen company (Arsenal FC). Subscription, when customers subscribe for membership or any other service they do fill in their personal information in forms, which I will utilize to create a list of contacts. I can also obtain customers’ contacts when they visit our company’s different social network pages / accounts, such as Facebook, Tweeter, and Instagram through their profile. In addition, I can access customers’ contact information during check out after completing their shopping, especially online. Moreover, calls made by customers to the company on various issues is another easy way of obtaining a list of contacts.
A Plan to Measure my Email Results
In marketing it’s always vital for one to plan how she / he is going to measure the results of their marketing campaign. In my scenario, I will use the following methods / indicators to measure the results of my email marketing. First, by measuring the number of ‘clickthrough rate’, that is how many people clicked on different links, hyperlinks, and content when interacted with the message. Another way is by considering the amount of ‘purchase’ that people made after receiving the email. Also, by counting how many people ‘opened / viewed’ the email, since others tend to delete emails before reading them while others tend to open them in a preview window (in html format). In addition, I will track how many email recipients responded to different Call to Action (CTA) such as ‘register now’, ‘click here’, ‘download now’. Moreover, I will count how many customers contacted the company back either by call, email, mail, or fax to request for further information about a product / service. On top of that, I will measure ‘referral rate’ to see how many recipients forwarded the emails to their colleagues and friends. On the other hand, I will also measure the number of ‘bounce rate’, meaning how many emails technically failed to reach the targeted recipients. Lastly, I will quantify the ‘opt-out rate’ that is the number of people who decided to unsubscribe in order not to receive further emails in the future.
Email Marketing Article
Click the link below to open an article titled ‘Email Marketing Best Practices’.
The article is about the best practices that every marketer has to understand and implement in order to create an effective marketing email in both form and content. In here, the author has covered almost all the important and necessary steps, tips, and tricks for creating an enticing marketing email.
The article mostly reflects the emails that I have been receiving from Arsenal’s newsletter. The article and the newsletters are similar in a number of ways. For example, the article insists on the power of proper designing / layout in order to attract the recipient to read the email, something that is true about the newsletter I have been receiving, its design / layout entices me to read the full message. Also, the article underscores the point of personalizing emails especially on special events like birthdays, as last week I received an email wishing me a ‘happy birthday’ on behalf of the company.
Thus, it’s my pleasure to have shared my personal email marketing experience with you, until next week!