Marketing operations are becoming the most important component among various strategies. With businesses unable to keep pace with evolving consumer behavior and the marketing landscape, the pressure is on to put marketing operations—skilled people, efficient processes, and supportive technology—in a position to enable brands to not just connect with customers but also shape their interactions.
Marketing operations provide a 15 to 25 % improvement in marketing effectiveness, as measured by ROI and customer-engagement metrics. While marketers are embarking on a wide array of “digital transformations” to reshape their operations and business models, many of these efforts are stymied by marketing’s difficulty in delivering on its aspirations.
Email Marketing Tools
- Email marketing is one of the most cost-effective marketing tool. It is easy to manage, gives you full control and allows you to establish direct contact with your customers.
- A good email marketing service enables an organization to create highly engaging emails. It also allows the organization to manage its contacts, segment users into groups, and track the performance of the organization’s email campaigns.
- Most importantly, a good email marketing service ensures that organization’s emails do not end up in the spam folder.
Email Marketing Automation
- MailChimp’s marketing automationgives a company the ability to create a single email—or an email series—that sends automatically based on predetermined triggers. According to an evaluation data from 150,000 businesses which uses MailChimp to compare single and multiple-email automations and to learn which yields better results.
- Marketing automation helps you stay connected with your audience (and find more people just like them), so you can eliminate repetitive tasks and focus on other parts of your business. Target people based on behavior, preferences, and previous sales—and use this intel to do things like welcome new subscribers, reach out to people who abandon their online shopping carts, and win back lapsed customers—automatically.
With MailChimp, one can create the perfect automation for any situation. Provide educational resources to get new contacts acclimated with your organization or products. Share blog updates from company’s RSS feed, so company’s audiences are never misses out. It reminds people to renew their membership and reward to company’s top supporters. Or, build company’s own custom automations with triggers and send times that meet the unique needs of company’s business.
Email Design Reference
Coding an HTML email isn’t much different than coding a website was back in the late ’90s. The same design tools are used to produce company’s final result.
And the same general design principles are still in play: contrast, repetition, proximity, and alignment are all important. In this section, we’ll go over some HTML email basics and introduce you to some MailChimp-specific information to help you get started.
Before one can start designing, coding, and sending company’s HTML emails, one need to know how it all works and what tools the company is going to need. A well-designed email is more readable, but it’s also more effective at relaying information. When creating an email, one can’t just attach the HTML file and images to an email and send it. When people open the HTML file, the images will be broken. Even if you manage to properly display the HTML, some recipients will experience issues. Instead, one need to send the HTML email using Multipart-Alternative MIME format.