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Email Marketing

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Digital Marketing - Study Notes:

Lead-generation methods

Email is a powerful channel and can be used for lead generation by capturing users at different stages of the buying cycle. It helps to establish and nurture the relationship with the potential customer, and encourage them to visit a website or a landing page for more information or to make a purchase.

Here are some of the methods that can be used to capturing leads via email.

  • An email newsletter with high value relevant content
  • Downloading a white paper (How about offering a coupon, or a free trial for your product or service?)
  • Placing an order

Types of recipients

We can separate the recipients of these emails into three key categories: the new customer, the existing customer, and the evangelist.

  • New: The new customer is typically a person just becoming aware of their need for a product and service, and is interested in a number of different options, including your service or your product.
  • Existing: The existing customer has already considered their options and solutions, and decided to purchase from you.
  • Evangelist: And finally, the evangelist, who is not just a regular existing customer. They have actually become an advocate for your product or service, in that they are telling people and recommending you.

New leads and potential customers

We'll now look at how to capture the data on each of these three types of email recipients. So, let's first look at how you capture the information and the data on the new leads, which are your potential customers. By capturing this information correctly on new leads and potential customers, you can tailor your email marketing campaigns towards them, which will help to turn these users into customers.

Blogs

Some places where you can collect that information are company blog posts. You can gauge content on your blog by requiring the user to give their email address, which you will then email what they were looking for to. The company website. If a user who is visiting your website is interested in what you offer, make it easy for the user to subscribe on almost every page.

Social media

Here, you can promote an offer for an e-book or any other free resource, as a great information or deal or discount that they may wish to have. And then, within that, you can provide a link where they can quickly subscribe. Next, we have partners or affiliates. You could run a promotional campaign on a partner's website or email, that requires registration to enter.

This gives you access to their audience, who also might be interested in what you have to offer. And finally, referrals. Provide your current subscribers a way to share your email easily, and add a refer-a-friend link to all your email marketing campaigns, if that is what you wish to do.

Existing customers

Once a user becomes a customer, you will want to keep them interested and stay connected to your brand.

By capturing data on existing customers, you can provide them with up-to-date and relevant information. This ties in very closely with the importance of personalization.

  • Sources of data collection that provide information on existing customers are an opt-in form data upon list sign up. When a user is signing up to your email list, you can provide extra form fields to capture more information about the user, rather than repeating the same form fields, which you already have.
  • Purchase data including location and user preferences. When a user makes a purchase, they provide a lot of information, such as location, currency, or the types of products they are interested in.
  • Social media information. Does the user follow you on social media and do they engage with your content? You have to think about the psychological experience.

Evangelist customers

Next, brand evangelists. These are the users with whom your brand has an established relationship and they have gone on to promote your brand and your products on a consistent basis. Potential customers will often trust the opinion of an evangelist over a traditional marketing message, making it incredibly powerful.

This means it is even more important to capture the data on your evangelists.

  • Again, you can capture information through email campaign metrics. How often do they open, click, or share your email to show how interested they are?
  • Their site visits and log ins. How regularly do they visit your website and log into your service, if that's an option?
  • Social media engagements, like likes, retweeting, and following. How regularly do they engage with your content on social media?
  • And finally, their purchase history. What types of products are they interested in and how often are they buying them? These are all indicators of what makes your perfect brand evangelist.
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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Andrea Francis

Inbound marketing manager @ Poppulo

  • Inbound marketing manager in employee communications technology 
  • Worked at Relayr as a senior marketing manager, creating and implementing a global inbound marketing strategy
  • Worked with Hubspot as a marketing manager and funnel optimization specialist focusing on converting leads to qualified leads for the EMEA region
  • Content marketing and blogging with various SaaS startups at Startupbootcamp Amsterdam
Andrea Francis

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

ABOUT THIS DIGITAL MARKETING MODULE

Email Marketing
Andrea Francis Andrea Francis
Skills Expert

This module begins with the fundamentals of email marketing and how the concepts of segmentation, personalization, timing, engagement, and the legislation and regulations surrounding data protection underpin an effective email marketing strategy. The module introduces key email marketing tools and techniques and explores subscriber list and email design best practices. It covers how to create, test, and optimize an email campaign that maximizes email open and click rates and provides an overview of the value provided by marketing automation tools.

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