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Email Marketing: Back to Basics

Today's post takes us back to the email marketing basics: why use email marketing, how to get started, and a few tips and tricks for creating engaging email content.

Why email marketing?

Email marketing boils down to one main idea: every email is sent with the intention of gaining or continuing business with potential and existing customers. This goal can be accomplished through various types of email marketing messages from newsletters and promotional campaigns to re-engagement efforts.

If you're already using CRM to track revenue from various channels, you can use the email marketing and web analytics statistics provided by ClickDimensions to get a more precise look at how you're best engaging with your customers.

Getting started

ClickDimensions Academy is the best place to start when you want to get to know email marketing or any of the other features within ClickDimensions. We walk you through the process of creating a template, sending an email, looking at the statistics and managing subscription preferences.

The ClickDimensions blog is another great resource, and the blog posts linked below can help you with a few things that you'll need to set up before sending your first email:

  1. Create marketing lists. Here are some of our thoughts on maintaining a good marketing list and using segmented marketing lists.
  2. Set up subscription management.
  3. Create an email CNAME, set up your SPF record, allow ClickDimensions IP addresses in your network firewall (see here and here), and create test lead and contact records.
  4. Create an email template that you'll use as the design of your email.
  5. Create an email send record, which you'll need in order to send your email.

Once you've tested and tested, you're ready to send your email. You will then be able to measure the performance of your emails with ClickDimensions charts and reports, as well as email event records that you can use with your own CRM reports.

Questions about delivery

Maintaining good marketing list hygiene is one of the most proactive things that you can do to make sure that your emails are well-received by your customers. Reputable email service providers work hard to make sure that your emails aren't being blocked by major ISPs, but they don't have a say in whether or not your emails are going to hit the inbox or the spam folder.

Here is a breakdown on what happens when you send an email, as well as an explanation of why your emails sometimes seem like they take a long time to be delivered: http://help.clickdimensions.com/why-does-it-seem-to-take-so-long-for-emails-to-be-delivered/

Content, content, content!

In order to keep your email recipients engaged, you need to send content that grabs their attention. Here are a few blog posts that can help you with your attention-grabbing and engagement efforts with your email marketing:

Power-Up Your Emails with Preheader Text

Animated GIFs in Email

A Guide to Refreshing Your Email Marketing

Variations on Resending Emails to Non-Openers

Happy Marketing!

Written by Louella Lugo, ClickDImensions Marketing Success Manager

About the Author:

Louella Lugo is a Lead Marketing Success Manager at ClickDimensions.

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