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Marketing Training Manual

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Varinder Kaur
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17 views

Marketing Training Manual

Uploaded by

Varinder Kaur
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 9

E-mail Marketing Training Manual:

● Key Responsibilities
● Skills
● Tools for Email-marketing
● Pro tips for Email marketing
● Legal compliances for E-marketing
● E-marketing Steps
● IP warm -up

1. Key Responsibilities

Marketing executives oversee many aspects of a campaign throughout the entire lifespan of a
product, service, or idea. As such, executives are likely to have a great deal of responsibility
early on and will be required to manage their time and duties themselves. These responsibilities
can include:

● Overseeing and developing marketing campaigns.


● Conducting research and analyzing data to identify and define audiences.
● Devising and presenting ideas and strategies.
● Promotional activities.
● Compiling and distributing financial and statistical information.
● Writing and proofreading creative copy.
● Maintaining websites and looking at data analytics.
● Organizing events and product exhibitions.
● Updating databases and using a customer relationship management (CRM) system.
● Coordinating internal marketing and an organization’s culture.
● Monitor performance and manage campaigns on social media.

2. Skills

Email marketing is a powerful tool for businesses to connect with their audience, build
relationships, and drive conversions. To excel in email marketing, consider developing the
following skills:

Copywriting:
Crafting Compelling Messages:

● Write emails that catch your attention and keep it.


● Use persuasive words to get people to click and take action.
● Make messages that feel right for the people you're talking to.

Segmentation:
Knowing Your Audience:
● Understand who you're talking to - their age, what they like, and how they act.
● Write different emails for different groups to make them feel like you're talking directly
to them.
Automation:
Using Tools for Efficiency:
● Learn how to use email tools and automatic systems.
● Set up emails sent automatically, like welcome messages, follow-ups, and reminders for
things left in a cart.
Design:
Creating Good-Looking Emails:
● Make emails that look nice and are easy to read.
● Think about people reading on their phones, so the design works well on small screens.

Analytics:
Checking How Well Emails Work:
● Look at numbers to see how many people open, click, and do what you want.
● Use what you learn to make emails better next time.

A/B Testing:
Trying Out Different Things:
● Test different words, titles, and designs to see what people like.
● Use test results to make your emails better.

Compliance:
Following the Rules:
● Know the email rules and laws so you don't get into trouble.
● Always make sure your emails follow the rules to be safe.

List Building:
Growing Your Email List:
● Find ways to get more people to sign up for your emails.
● Use fun things like games or prizes to get more people interested.

Personalization:
Making Emails Personal:
● Use people's names and make emails just for them.
● Use what you know about them to send things they like.

Testing and Optimization:


Improving Emails Over Time:
● Keep trying new things and making emails better.
● Make sure your emails get to people by watching how they're sent.

Understanding Metrics:
Knowing Email Numbers:
● Learn what numbers mean in emails, like how many people open them or click.
● Use these numbers to see if your emails are doing well.

Customer Relationship Management (CRM):


Keeping Track of Customer Info:
● Use tools that help you see everything about your customers in one place.
● Use what you know to make emails that speak to each person.

Communication Skills:
Talking Well with Your Audience:
● Always talk in a way that feels like you.
● Answer questions or messages from customers quickly and politely.

3. Tools

What are some tools that may be helpful for an email marketer?

Having said that, let's look at some of the most popular email marketing service providers and
how they stack up against each other.
Constant Contact. Constant Contact is one of the world's largest and fastest-growing email
marketing services.
● SendinBlue.
● sendgrid.
● ConvertKit.
● AWeber.
● GetResponse.
● Mailchimp.
Comparison Of The Top SMTP Services.
● Sendinblue.
● Mailjet.
● SendGrid.
● Amazon SES.
● Elasticemail.

4. Pro tips for E-mail marketing:

Subject line Capitalization:


This is one of those tricks that many email marketers usually neglect. There are four styles:
● Sentence case,
● Title Case
● All lowercase.
● All uppercase

How to avoid the spam folder?


● Control the metrics of your email campaigns.
● Avoid spammy words in the subject line.
● No all-caps words and exclamation points!!%).
● Don’t force readers to spam your emails.
● No attachments.

Here’s a brief review of the steps of email marketing:

● Define your audience. Identify the various demographics of an ideal customer.


● Set goals. What is the purpose of your email campaign?
● Choose an email marketing platform. It can help you streamline everything from creating
your email list and sending emails to evaluating analytics.
● Determine campaign type. How will your emails be coordinated? What is the CTA for
customers?
● Build an email list. Do this organically and make sure everyone has opted in.
● Segment your list. Create unique emails for segmented groups within your email list for
further customization.
● Create your email. This content will determine whether customers engage further with
your business.
● Test your email. Create variations of email elements to see what is most effective.
● Measure your results. Use analytics to see if you’re reaching your goals and how you can
improve.
Legal Compliance that should be followed while sending Mail campaign

CAN-SPAM Act Importance:


● Vital US regulation for email marketing.
● Aims to prevent spam and unauthorized email usage.

Follow the proper Rules for GDPR:


● Be transparent about the purpose of your emails.
● Ensure accuracy in the information associated with your emails and follow all the data
safety protocols.

Avoid Misleading Tactics:


● Avoid making emails look like personal messages.
● Clearly indicate that emails are advertisements from a business.

Consent and Promotions:


● Confirm everyone on your list has consented to receive promotions.
● Obtain explicit consent for marketing communications.

Easy Unsubscribe Process:


● Simplify the unsubscribe process for recipients.
● Avoid multiple steps or additional information requirements.

Prompt Removal from Lists:


● Remove unsubscribers promptly, within ten business days.
● Adhere to the CAN-SPAM Act timeline for ceasing emails.

Long-Term Benefits of Compliance:


● Prevents subscribers from flagging emails as spam.
● Maintains deliverability by avoiding false spam reports.

Positive Impact on Deliverability:


● Easy access to the unsubscribe button reduces spam reports.
● Enhances the likelihood of emails reaching the inbox.

Subscriber Experience Focus:


● Prioritize a positive experience for email recipients.
● Build trust through transparent and compliant practices.
Full-Service Email Marketing Campaigns

1. IP/Domain ESP Configuration


SPF (Sender Policy Framework) and DKIM (Domain Keys Identified Mail) records must be
added for domain authentication before emailing. Authentication is a way to prove an email isn't
forged.

2. Domain FBL/Blacklist Process:


The blacklist check will test a mail server IP address against over 100 DNS-based email
blacklists. (Commonly called Realtime blacklist, DNSBL, or RBL). FBL (Feedback loops)
allows you, as a sender, to get reports from most of the major ISPs when someone reports your
email as spam.

3. Seed Creation
Deliverability is a critical task these days for the success of any email campaign. Most emails go
into the Spam/Junk folder or are not delivered to the targeted list. So we are providing a seed
listing process to track delivery metrics.

4. Email Templates/Landing Page Design


Creating responsive email templates and landing pages for the domain helps to reach more
audiences. The responsive template is dynamic and can be viewed on mobile/tablets without
glitches.

5. Litmus/Spam Score
Tests include spam filters from inbox providers, webmail services, and score-based filters
frequently used for corporate spam filtering.

6. Send Campaign
Set up the from address, Subject, Email template & List in ESP as per customer request to send
out the campaign. The list can be based on client request – either only opt-in list provided by the
client or opt-in + seed list.

7. Campaign Checking
After the campaign successfully launches the list, we verify all the seed list accounts. We are
doing opens & clicks for all the emails based on the From domain. Moving the email from spam
to inbox is a crucial process.

8. Campaign Reports
We provide a report for each account with delivery status: Inbox, Spam/Junk, and Undelivered.
Each campaign & account level aggregate report will be provided - Total Sent, Opens, Clicks,
Bounces, Complaints, Unsub.

Best Practices to be followed during IP warming

● Ensure your authentication records, such as SPF/SenderID and DKIM/DomainKeys, are


correctly configured and validated.
● Be compliant with laws like CAN-SPAM, GDPR, and CCPA by adding unsubscribe
links, a preference center, and an email footer, and avoid spam words, etc.
● First, use first-party data to send initial emails during IP warming.
● Initially, start sending by lesser volume to your most active Prospects/Subscribers.
● Use the best email content that worked well previously.
● Track your email metrics regularly; if you see an increase in bounce rate, stop the process
immediately and take action.
● Be consistent, and don't delay the email-sending process for over a week.
● Clean up your email list based on the replies, unsubscribe, spam complaints, etc.
● Sending relevant content can improve your engagement rate, which can help to improve
your IP reputation faster.
● Don't suddenly increase your email volume.
● Verify the email address using the email verification tool.

E-mail Firewall:

An email firewall helps users to filter incoming emails and remove unwanted spam messages. It
follows a certain set of rules designed by an email provider to decide which emails are relevant
to the recipient and which are not. The email firewall analyzes every email that arrives to
determine whether or not it will flag that message as spam. Although not all firewalls are the
same, they generally keep track of messages and user behavior.

People use email firewalls to protect themselves from malicious emails. One example of a scam
message is the Defender firewall email asking people to renew their licenses by paying a certain
amount.

Roles and Responsibilities:


● Plan and execute email marketing campaigns to drive engagement and conversions
● Know how to end-to-end Email broadcast management (mass email, broadcast email, or
email blast)
● Knows I.P warm-up process
● Personalize email campaigns for targeted audiences.
● Identify target audience and grow our email list.
● Work closely with the design and content teams to create engaging email content.
● Must know about Account creation, Account suspensions, Evidence making, flyers
making, etc.
● Segment email lists based on specific criteria.
● Monitor and analyze campaign performance metrics and optimize accordingly.

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