{"id":9453,"date":"2020-10-31T07:00:26","date_gmt":"2020-10-31T05:00:26","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=9453"},"modified":"2024-11-12T15:30:50","modified_gmt":"2024-11-12T13:30:50","slug":"email-marketing-fundamentals-your-guide","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/email-marketing-fundamentals-your-guide\/","title":{"rendered":"Email Marketing Fundamentals: Your Guide"},"content":{"rendered":"<section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_3-1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"700\" height=\"493\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/10\/DSM_Infographics_EmailMarketing5-e1603979319147.jpg\" class=\"attachment-full size-full\" alt=\"DSM Digital school of Marketing - email marketing\" loading=\"lazy\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/10\/DSM_Infographics_EmailMarketing5-e1603979319147.jpg 700w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2020\/10\/DSM_Infographics_EmailMarketing5-e1603979319147-600x423.jpg 600w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>Did you know that direct email marketing boasts some of the highest conversion rates out of any other marketing tool? That\u2019s because, when done well, emails offer readers a bunch of reasons to interact with the brand. From sharing videos and links to interesting information, through to informing readers about new developments in the organisation, email marketing works and should not be overlooked for the lead-generating tool that it is. This article looks at what email marketing is, a few things you can\u2019t ignore when starting your <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-should-i-grow-my-email-marketing-list\/\">email marketing<\/a> campaign, and a few legal considerations to keep in mind before hitting SEND:<\/p>\n<h2><strong>What Is Email Marketing?<\/strong><\/h2>\n<p>Simply put, email marketing is using the digital platform of emails (or electronic mails) to disseminate <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-can-you-implement-the-marketing-concept\/\">marketing<\/a> content to your existing customers. We say existing because the business needs a database of email addresses to send to, and these are mostly given voluntarily by customers, suppliers, and other stakeholders. Email is highly accessible, as most people will own at least one email address.<\/p>\n<h2><strong>Email Marketing Essentials<\/strong><\/h2>\n<h3><strong><em>Segmentation<\/em><\/strong><\/h3>\n<p>The first email marketing campaigns were sent to each and every email address listed on the company\u2019s database. Today, however, customers demand a personalised experience. Segmenting of a database involves categorising the contacts by their profession, job title, geo-location, etc. This way, a company can establish multiple email lists (staff, suppliers, customers, prospects) and carefully tailor messages to the tastes of the specific audience members.<\/p>\n<\/div><\/div><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Vimeo video player\" src=\"https:\/\/player.vimeo.com\/video\/285108070?autoplay=0&loop=0&autopause=0&color=00adef&portrait=0&byline=1&title=1&controls=1&muted=0\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h3><strong><em>Graphic Design<\/em><\/strong><\/h3>\n<p>The quality of your subject line will determine whether or not an email recipient opens your mail, but equally important to note is the visual quality of the message itself. Basic HTML mailers are so 2001, and today consumers want to be wowed with stunning designs and creative wording. Online email marketing platforms like Mailchimp allow you to create and manage stunning campaigns in minutes easily.<\/p>\n<h3><strong><em>Calls To Action<\/em><\/strong><\/h3>\n<p>One of the main aims of email marketing is to get as many recipients to read your content as possible. Another more important goal is to convert them from readers into valued customers. Calls to action, often in the form of clickable buttons reading ORDER NOW or READ MORE, allow the readers to learn more about what they have read in the email, or to make a purchase if the deal you\u2019re offering them is just too good to pass up.<\/p>\n<h2><strong>Important Legal Considerations<\/strong><\/h2>\n<p>It is incredibly important to remember that all South African businesses must adhere to the Protection of Private Information (POPI) Act when handling sensitive information like customer email addresses. Even if someone willingly gave you their email address years back, you are required to let them know that you have their details stored on your server, that you intend on sending them informative branded content, and that they can choose to opt-out of receiving your email marketing. If they opt-out, it is your responsibility to remove their email address (and any other information you might have of theirs) from your database.<\/p>\n<p>Direct marketing is something that has always been part of the marketing professional\u2019s arsenal of tools, and won\u2019t be going away anytime soon.<\/p>\n<h2><a href=\"https:\/\/digitalschoolofmarketing.co.za\/contact-us\/\">Get in touch with the Digital School of Marketing<\/a><\/h2>\n<p>Learn the best way of harnessing the power of email marketing, and gain the knowledge needed to become a well-rounded marketing professional, with a <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/marketing-fundamentals-course\/\">Marketing Fundamentals course<\/a> from DSM.<\/p>\n<p><a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-marketing-course\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-759 size-shop_single\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2018\/08\/DSM_Footer04-600x96.jpg\" alt=\"DSM Digital School of Marketing Digital Marketing course registration\" width=\"600\" height=\"96\" \/><\/a><\/p>\n<\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-btn-wrapper align_justify\"><a class=\"w-btn us-btn-style_2\" href=\"#enquiry\"><span class=\"w-btn-label\">Enquire Today<\/span><\/a><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Blog Categories<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/blog\/content-marketing\/\">Content Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/digital-marketing\/\">Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/cyber-security-blog\/\">Cyber Security<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/graphic-design-blog\/\">Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/blog\/public-relations\/\">Public Relations<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/blog\/seo\/\">SEO<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/social-media-marketing\/\">Social Media Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/web-design-blog\/\">Web Design<\/a><\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">You might also like<\/span><\/span><\/h3><div class=\"w-html\"><ul><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/zero-moment-of-truth-benefit-social-media-marketing\/\" rel=\"bookmark\">Use the Zero Moment of Truth to Benefit your Social Media Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/your-complete-guide-to-ppc-marketing-basic\/\" rel=\"bookmark\">Your Complete Guide to PPC Marketing Basics. Find out more.<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/you-can-convey-a-lot-of-meaning-with-just-one-graphic\/\" rel=\"bookmark\">You Can Convey a Lot Of Meaning With Just One Graphic<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/would-you-make-a-great-marketing-manager\/\" rel=\"bookmark\">Would you make a great marketing manager?<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-with-bona-magazine-and-the-digital-school-of-marketing\/\" rel=\"bookmark\">Win with Bona Magazine and the Digital School of Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/in-the-press\/win-a-digital-marketing-course-valued-at-r12-000\/\" rel=\"bookmark\">Win a Digital Marketing Course Valued at  R12 000<\/a><\/li><\/ul><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Top Selling COurses<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/courses\/digital-marketing-course\/\">Intermediate Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/courses\/advanced-digital-marketing-course\/\">Advanced Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/courses\/social-media-marketing-course\/\">Intermediate Social media marketing<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/courses\/digital-brand-management-course\/\">Brand Management<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/courses\/graphic-design-course\/\">Basic Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-6\"><a href=\"\/courses\/advanced-graphic-design-course\/\">Advanced Graphic design<\/a><\/li>\n<li class=\"cat-item cat-item-7\"><a href=\"\/courses\/national-certificate-of-advertising\/\">National Certificate of Advertising<\/a><\/li>\n<li class=\"cat-item cat-item-8\"><a href=\"\/courses\/national-diploma-of-copywriting-course\/\">National Diploma of Copyrighting<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div><\/div><\/div><\/div><\/section><section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Youtube video player\" src=\"\/\/www.youtube.com\/embed\/W_DxxpCurko?autoplay=0&controls=1&origin=https:\/\/digitalschoolofmarketing.co.za&loop=0&mute=0\" allowfullscreen=\"1\" loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":9454,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[262],"tags":[],"class_list":["post-9453","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/9453","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/comments?post=9453"}],"version-history":[{"count":0,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/posts\/9453\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media\/9454"}],"wp:attachment":[{"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/media?parent=9453"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/categories?post=9453"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digitalschoolofmarketing.co.za\/wp-json\/wp\/v2\/tags?post=9453"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}