Email Marketing | Creating Digital Marketing Strategy | HackCity Bootcamp | Day 9 | mayowa ajakaiye

Introduction

In this section, the instructor introduces the topic of email marketing and digital marketing strategy. The instructor also discusses the Capstone project that will be used to determine who will receive certification for the boot camp.

Email Marketing and Digital Marketing Strategy

• The Capstone project covers all aspects of digital marketing discussed in the boot camp.

• The goal is for students to use these tools to develop a working strategy that can help organizations achieve their goals and objectives.

• Email marketing is a process of promoting products, services, or events using email as a medium to communicate.

• Email marketing is also part of remarketing strategy which gives advertisers a second chance to advertise to potential customers again.

• Email list building and segmentation are two different things. List building involves acquiring new emails through various methods such as offering freebies while segmentation involves dividing your email list into smaller groups based on specific criteria.

Building an Email List

• Ways to build your email list include professional contacts, offline channels like physical stores, online channels like sign up forms on websites or running lead generation campaigns.

• Lead magnets such as checklists, ebooks, cheat sheets or templates can be offered in exchange for email addresses.

Charge GPT

• The instructor requests someone remind them about Charge GPT before the end of class so they can show some examples.

Email Marketing Strategies

In this section, the speaker discusses email marketing strategies and how to segment your audience based on their demographics, behavior, interests, etc.

Importance of Segmentation

• Segmenting your email list helps improve open rates and click-through rates.

• Tailored emails to specific sets of people can reduce unsubscribed rates and increase engagement.

• Personalized communication is one of the advantages of digital marketing.

Effective Email Campaign Strategy

• Define your campaign objective before sending any emails.

• Build a quality email list using lead magnets, website signup forms, and other tactics.

• Segment your list to increase open rates and reduce bounce rate and unsubscribed rates.

• Create compelling content that speaks directly to your audience.

• Include a CTA (call-to-action) that redirects to where you want them to take the final action.

• Test and optimize your email campaigns regularly.

Drip Email Campaigns

In this section, the speaker discusses drip email campaigns and how they work.

What are Drip Emails?

• Drip emails are premeditated sequences or automations of emails designed to connect with potential customers.

• They can be spaced out within three days or one week depending on what works for you.

• They can be programmed to deliver at specific times or days.

Benefits of Drip Emails

• Drip emails help build relationships with potential customers by providing value over time.

• They help move potential customers through the sales funnel by providing relevant information at each stage.

Designing a Drip Email Campaign

1. Welcome message

2. Message about one of your products

3. Message offering discounts

4. Set up CTAs in each message

5. Test and optimize regularly

Email Marketing and Tools

In this section, the speaker discusses email marketing and tools that can be used to optimize email campaigns.

Creating Effective Email Campaigns

• A discount may not always be enough to encourage people to take action.

• It's important to test and optimize campaigns rather than just running them.

• Check out the link provided for a guide on creating effective email campaigns.

Email Marketing Tools

• MailChimp is a popular email marketing tool with easy-to-use templates.

• Other tools include HubSpot, EngageBay, and ConvertKit.

• Many email marketing tools now include CRM features such as sales tracking and social media management.

Measuring Performance of Email Campaigns

• MailChimp offers a dashboard for measuring campaign performance.

• Other email marketing tools also have similar features.

• It's important to set objectives, build your list, create compelling content, include CTAs, and test/optimize campaigns.

Questions and Comments

In this section, the speaker takes questions from the audience about email marketing tools.

Audience Questions

• Does anyone have any questions about email marketing?

• Has anyone used an email marketing tool other than those mentioned?

• One audience member mentions using Sendinblue as an alternative tool.

MailChimp Campaigns

In this section, the speaker talks about different types of campaigns that can be created using MailChimp.

Types of Campaigns

• Dream campaign for welcoming new contacts

• Abandoned cart campaign for people who visited the cart page but didn't take action

• Drip email campaigns for sending automated emails to customers based on their actions

• Different types of campaigns for buyers and non-buyers, such as campaigns for repeat customers and birthday celebrations

• Facebook lead ads to add new contacts automatically to MailChimp

• Importance of integrating email marketing with website and ads

Audience Dashboard

In this section, the speaker talks about the audience dashboard in MailChimp.

Audience Dashboard Features

• Segments and tags to easily send messages to specific groups of people

• Uploading files in CSV format for bulk actions on up to 1000 customers at once

• Creating a new target by uploading a file in CSV format

Email Marketing Strategy

In this section, the instructor discusses the importance of using CSV files and sign-up forms to upload contacts. The instructor also explains how to use form builders to create pop-up forms and other types of forms on your website or attached to your email. Additionally, the instructor talks about audience segmentation and how it can be used to segment contacts by location, activity, contact rating, and more.

Using Sign-Up Forms

• Use CSV files and sign-up forms to upload contacts.

• Form builders can be used to create pop-up forms that show on your website or other types of forms attached to your email.

• Audience segmentation is important for tailoring offers based on location or other factors.

Segmentation Filters

• Create segments by adding a name and selecting filters such as tags, address, admission number, birthday, contact rating, email address, first name, full name, date added sign up source.

• Source is an important filter for determining where people come from (e.g., sign up form or Facebook Legion ad).

• Contact rating is another useful filter that calculates response rates to emails.

Location-Based Segmentation

• Segmenting by location can help tailor offers or send emails about store openings in specific areas.

• For example, sending an email about a Chicago store opening in Victoria Island would not be relevant for people living in Oshodi.

Other Features

• Inbox allows you to manage replies to emails.

• Analytics measures performance with metrics such as open rates and click-through rates.

• Reports provide an overview of recipients, opens, clicks, bounces, and unsubscribes.

• Digital marketing strategy is discussed as a way to develop a working strategy for your product that incorporates everything learned in the boot camp.

Developing and Optimizing Content

In this section, the speaker discusses how to develop and optimize content for marketing campaigns.

Key Points:

• Developing content is important for marketing campaigns.

• Content should be optimized to improve its performance.

• Optimization involves making sure that the content is well optimized.

• It's important to ensure that your audience can hear you clearly during presentations.

Understanding Campaign Reports

In this section, the speaker explains how to use campaign reports to analyze email campaign performance.

Key Points:

• Campaign reports show how email campaigns are performing.

• Click maps show which links in an email were clicked on by recipients.

• Clear audio is important during presentations.

Engagement Metrics and CRM Features

In this section, the speaker discusses engagement metrics and features of a CRM system.

Key Points:

• Engagement metrics help track sales team activity.

• The sales section of a CRM system has different options than the marketing section.

• The ticket feature in a CRM system helps manage customer complaints and inquiries.

• Contact lists can be imported into a CRM system for easy management.

Creating Email Sequences

In this section, the speaker explains how to create email sequences for marketing campaigns.

Key Points:

• Email sequences are a series of pre-written emails that can be sent to subscribers.

• Segmentation is important when creating email sequences.

• The automation feature in a CRM system can be used to create email sequences.

Email Sequences and Automations

In this section, the speaker discusses the importance of email sequences and automations in turning one-time buyers into returning customers. The speaker explains how to set up a drip campaign with tailored messages for different sets of people.

Setting Up an Email Sequence

• Once someone makes a purchase, they should automatically receive an email thanking them for their purchase.

• A few days later, another email should go out asking about the product and requesting a rating.

• Another four days later, send an email offering a discount on future purchases.

• The objective of each campaign should be different depending on your overall strategy.

Tailoring Messages to Different Sets of People

• For people who signed up but did not take any action, emails should be tailored to encourage them to take the desired action.

• For those who added items to their cart but did not complete the purchase, send a reminder about the product and encourage them to make the purchase.

• Segmentation and tagging are important for sending tailored messages.

Importing Contacts for Email Lists

In this section, the speaker explains how to import contacts into an email list using Excel or CSV files. They discuss matching fields such as first name, last name, and email address.

Matching Fields When Importing Contacts

• First name is mandatory when importing contacts.

• Match fields such as first name, last name, and email address between your Excel or CSV file and your email platform's acceptable field names.

• Custom fields can be created for tracking purposes.

Using Dates in Your Email List

• Use dates in your email list to differentiate between clients and send tailored messages.

• Checking dates can be used as a way of tracking.

Saving and Uploading CSV Files

In this section, the speaker discusses how to save and upload CSV files for email marketing purposes.

Saving a Cleaned List as a CSV File

• It is important to clean your list before saving it as a CSV file.

• Once you have cleaned your list, you can save it as a CSV file.

• You can only save a file as a CSV or in other formats such as Macintosh or MS.

Uploading the CSV File to Email Marketing Software

• After saving the list as a CSV file, you can upload it to any email marketing software that you are using.

• You can add tags to differentiate between offline and online buyers.

Double Opt-In for Email Marketing

• Some platforms require double opt-in to confirm that subscribers want to be subscribed to your list.

• This is done by sending an email confirmation that they want to subscribe.

Click Maps and Pop-Up Forms

In this section, the speaker discusses click maps and pop-up forms for email marketing purposes.

Click Maps

• Click maps show where people clicked on an email campaign.

• This information helps improve future campaigns.

Pop-Up Forms

• Pop-up forms are used for sign-ups on websites.

• MailChimp allows users to set up their own sign-up form on their website page.

Creating Templates for Emails

In this section, the speaker discusses creating templates for emails in email marketing.

Types of Email Templates

• There are two types of templates: plain text and HTML templates.

• Plain text is just text with no images or videos.

• HTML templates can include images, videos, and links.

Benefits of Using a Strong Platform

• A strong platform like MailChimp helps prevent emails from being marked as spam.

• Double opt-in is sometimes required to ensure that emails appear in the inbox and not in the spam folder.

Guidelines for Creating Templates

• Follow guidelines from email marketing platforms to ensure that emails are not marked as spam.

• Use a strong domain name and web hosting.

Importing Templates

• Users can import HTML templates from other platforms such as MailChimp.

Introduction

In this section, the speaker greets the audience and prepares to create templates.

• The speaker greets the audience.

• The speaker expresses their intention to create templates.

Creating Templates

In this section, the speaker discusses how to create templates.

Layouts

• The speaker shows different layouts that can be used for creating templates.

• Headers and images can be added to the layout.

• Banners can also be added to the layout.

Adding Text and Images

• Additional text and images can be included in the template.

• Different types of images, such as vertical or horizontal, can be added.

Call-to-action (CTA)

• A CTA button should always be included in a campaign template.

• The CTA button should have a link and an appropriate color scheme that matches your brand's colors.

Email Subject Line

• The email subject line should include the recipient's first name and business name, along with a clear message about what is being offered in the email campaign.

Social Media Links

• Social media links should also be included in a campaign template, along with URLs for each platform being used by your brand or business.

Basic Styling and Video Embedding

In this section, the speaker discusses basic styling options for social media posts and how to embed videos in email campaigns.

Basic Styling Options

• Change the styling of social media posts by adjusting size and spacing.

• Use alt text when uploading pictures or videos to Instagram or Facebook.

• Add topics when uploading a video to Instagram or Facebook.

Video Embedding

• Embed videos from YouTube instead of directly uploading them to email campaigns.

• Copy the video URL from YouTube and paste it into the email campaign editor.

• Use the "embed" button on YouTube to share videos on other platforms.

• Adjust start time for embedded videos using code.

Importance of Personalization and Subscriptions

The speaker emphasizes the importance of personalizing emails and including subscription options to build an email list.

Personalization

• Personalizing emails with first names can be used in subject lines and email content.

• This helps to make the email more engaging for the recipient.

Subscriptions

• Including a subscription option on your website or campaign is important for building an email list.

• Make sure it's clear that people are subscribing to your email list, not just your ad or campaign.

Components of a Digital Marketing Plan

The speaker discusses the different components of a digital marketing plan, including PR strategy, goals and objectives, community and marketing channels, competitor analysis, target audience, and user persona/avatar.

PR Strategy

• News websites and external blogs can be used to post content about the brand.

• Include legitimate external blogs like legit.ng or instablognaija if they are relevant.

Goals and Objectives

• List all goals and objectives for the business.

Community and Marketing Channels

• List all channels intended for marketing purposes.

Competitor Analysis

• Briefly discuss competitors in the business.

• Take a snapshot of their social media page to give insight into their content creation.

Target Audience

• Define target audience before proposing solutions.

• List target audience in this section.

User Persona/Avatar

• Create user persona/avatar after defining target audience.

Capstone Project Overview

In this section, the instructor provides an overview of the capstone project and its requirements.

Assignments

• The instructor gave an assignment to use keywordtool.io to research keywords related to the business and write one article on those keywords.

• Students are required to list out assignments such as payments, platforms, and competitors' names.

• Blog ideas were suggested such as "How to pay international school fees from Nigeria" and "How to pay foreign school fees in Nigeria."

• Students should create a section where they put keywords related to the business.

Strategy

• Students should input their overall digital marketing strategy, ads strategy, content calendar, budgets, and recommendations for the brand.

Importance of Capstone Project

• The capstone project is important because external people will come to look at what is presented. It is also a determinant for those who will graduate from the boot camp.

Questions

• The instructor asks if anyone has any questions concerning what was treated today or concerning the capstone projects.

Capstone Project Overview

In this section, the instructor provides an overview of the Capstone project and its importance.

Importance of Capstone Project

• The Capstone project is a data marketing strategy that is essential for graduation.

• The project will be divided into two groups: one group will work on Fire Emitter, while the other group will work on Educate.

• The best-performing students will receive paid internships with the company or opportunities to present their projects to external parties.

• It is important to take time and deliver a solid project that includes all necessary elements.

Elements of Capstone Project

• After completing EB mail marketing and digital marketing strategy, students will work on their Capstone project.

• Students must include all necessary elements in their document, which will be listed by the instructor.

• Aesthetics such as design, color scheme, font size, and font type should be uniform throughout the document.

Additional Information

• The class will be recorded and shared in the group for review purposes.

• Attendance should be marked by putting your name in the attendance list.

• Questions can be asked through DM or in the group chat.

Creating Content with AI

In this section, the speaker discusses the importance of proofreading and using AI for universal topics. They also explain how to create a weekly plan and use AI to write blog posts, videos, and emails.

Using AI for Universal Topics

• Always proofread content written by AI.

• Use AI for universal topics that are not opinion-based.

• Create a weekly plan using AI to write blog posts, videos, and email content.

Writing Email Content with AI

• Use AI to write email content for audience segments who have interacted with your brand but have not made a purchase.

• Personalize the email with the first name of the person.

• Give them a discount code valid until a specific date.

• Write compelling subject lines and personalize the email further by defining specific audiences in your write-up.

• Define your CTA that takes them to where you want them to take action.

Using Chat GPT for Digital Marketing

In this section, the speaker discusses how digital marketers can use Chat GPT to write captions, create emails and blog articles, suggest titles, and rephrase content.

Benefits of Using Chat GPT

• Can be used to write captions for videos and content.

• Can be used to create emails, blog articles, and suggest titles.

• Can be used to rephrase content.

• However, it is important not to rely too much on it as the output may sound robotic. It is essential to give it a human touch.

Conclusion

The speaker recommends using Chat GPT as a tool for digital marketing but advises against relying too heavily on it. The output should always be reviewed and given a human touch before publishing.