{"id":35174,"date":"2023-10-24T11:36:46","date_gmt":"2023-10-23T22:36:46","guid":{"rendered":"https:\/\/nzie.ac.nz\/?p=35174"},"modified":"2023-10-24T13:07:04","modified_gmt":"2023-10-24T00:07:04","slug":"blog-email-marketing-your-direct-line-to-customer-engagement-and-loyalty","status":"publish","type":"post","link":"https:\/\/www.nzie.ac.nz\/blog-email-marketing-your-direct-line-to-customer-engagement-and-loyalty\/","title":{"rendered":"Email Marketing: Your Direct Line to Customer Engagement and Loyalty"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"35174\" class=\"elementor elementor-35174\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ac1aecd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ac1aecd\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ce271f7\" data-id=\"ce271f7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-33714d7 elementor-widget elementor-widget-author-box\" data-id=\"33714d7\" data-element_type=\"widget\" data-widget_type=\"author-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-author-box\">\n\t\t\t\t\t\t\t<div  class=\"elementor-author-box__avatar\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2022\/05\/Kristine-Aitchison-circle-300x296.png\" alt=\"Picture of By Kristine Aitchison\" loading=\"lazy\">\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t<div class=\"elementor-author-box__text\">\n\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t<h6 class=\"elementor-author-box__name\">\n\t\t\t\t\t\t\tBy Kristine Aitchison\t\t\t\t\t\t<\/h6>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-author-box__bio\">\n\t\t\t\t\t\t<p>Author &amp; Content Specialist<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f8ced3 elementor-widget elementor-widget-text-editor\" data-id=\"9f8ced3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"TextRun SCXW216132104 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW216132104 BCX4\">If <\/span><span class=\"NormalTextRun SCXW216132104 BCX4\">you\u2019re<\/span><span class=\"NormalTextRun SCXW216132104 BCX4\"> relying on social media for your marketing, then <\/span><span class=\"NormalTextRun SCXW216132104 BCX4\">you\u2019re<\/span><span class=\"NormalTextRun SCXW216132104 BCX4\"> missing a huge opportunity. <\/span><span class=\"NormalTextRun SCXW216132104 BCX4\">It\u2019s<\/span><span class=\"NormalTextRun SCXW216132104 BCX4\"> amazing how many businesses <\/span><span class=\"NormalTextRun SCXW216132104 BCX4\">aren\u2019t<\/span><span class=\"NormalTextRun SCXW216132104 BCX4\"> building an email list and taking advantage of email. If done well, email marketing is a direct opportunity to communicate with an <\/span><span class=\"NormalTextRun SCXW216132104 BCX4\">audience <\/span><span class=\"NormalTextRun SCXW216132104 BCX4\">who <\/span><span class=\"NormalTextRun SCXW216132104 BCX4\">once<\/span> <span class=\"NormalTextRun SCXW216132104 BCX4\">engaged <\/span><span class=\"NormalTextRun SCXW216132104 BCX4\">with your product or service<\/span><span class=\"NormalTextRun SCXW216132104 BCX4\">. If <\/span><span class=\"NormalTextRun SCXW216132104 BCX4\">you\u2019re<\/span><span class=\"NormalTextRun SCXW216132104 BCX4\"> not emailing them regularly, someone else is. So, who do you think <\/span><span class=\"NormalTextRun SCXW216132104 BCX4\">they\u2019re<\/span><span class=\"NormalTextRun SCXW216132104 BCX4\"> going to go with when it comes time to buy?<\/span><\/span><span class=\"EOP SCXW216132104 BCX4\" data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb014c7 elementor-widget elementor-widget-text-editor\" data-id=\"fb014c7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>The cons of relying on social media\u00a0<\/h3><p><span data-contrast=\"auto\">There is an obvious downside to relying too much on social media marketing, and that is your social media accounts can be deleted at any time.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-ccp-props=\"{}\">\u00a0<\/span><span data-contrast=\"auto\">Recently, a <\/span><a href=\"https:\/\/www.newshub.co.nz\/home\/new-zealand\/2023\/09\/new-plymouth-couple-helpless-after-shut-down-of-facebook-marketplace-business.html?fbclid=IwAR3jUVXVoGc_H1ou7ZcZYAIHXjkhYnPPYR5Leumh-Q7IJq8TZiNPDtc6ecs\"><span data-contrast=\"none\">New Plymouth couple<\/span><\/a><span data-contrast=\"auto\"> who used Facebook Marketplace to sell secondhand goods for their business had their account deleted, an issue that seems to be becoming all too common. That\u2019s why it\u2019s important to collate a contact list and make email marketing an part of your strategy.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-525b474 elementor-widget elementor-widget-text-editor\" data-id=\"525b474\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>More than a promo tool\u00a0<\/h3><p><a href=\"https:\/\/www.linkedin.com\/in\/tiffany-bartlett-nz\/\"><span data-contrast=\"none\">Tiffany Bartlett<\/span><\/a><span data-contrast=\"auto\"> is a digital marketing specialist and email is her specialty. She says that email marketing is essential because modern marketing is customer centric. It is so much more than just a tool for promotion.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">For a not-for-profit, email can be used to stay in touch with their key stakeholders and donors. Accountants can keep their clients up to date with important tax information, and retail stores can use it to offer customer loyalty promotions.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">She explains that every email campaign should have a defined audience, goal, and key message; and that the best email campaigns are driven by data and mutually beneficial for the receiver and the sender.\u00a0\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8924af0 elementor-widget elementor-widget-image\" data-id=\"8924af0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.allright.org.nz\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"684\" src=\"https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2023\/10\/email-marketing-for-business-1024x684.jpeg\" class=\"attachment-large size-large wp-image-35179\" alt=\"email marketing\" srcset=\"https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2023\/10\/email-marketing-for-business-1024x684.jpeg 1024w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2023\/10\/email-marketing-for-business-300x200.jpeg 300w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2023\/10\/email-marketing-for-business-768x513.jpeg 768w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2023\/10\/email-marketing-for-business-1536x1025.jpeg 1536w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2023\/10\/email-marketing-for-business-2048x1367.jpeg 2048w, https:\/\/www.nzie.ac.nz\/wp-content\/uploads\/2023\/10\/email-marketing-for-business-600x400.jpeg 600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4b1d107 elementor-widget elementor-widget-text-editor\" data-id=\"4b1d107\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Keeping subscribers engaged\u00a0<\/h3><p><span data-contrast=\"none\">Email marketing automation refers to the process of automatically sending emails or a series of emails when a subscriber performs a particular action, such as subscribing to an email list, completing a purchase, or clicking on a link. For example, when you make a purchase you receive an automated thank you email.\u00a0<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Email automation is a way to continue to engage with your subscribers based on their actions. Think of it as moving your customer down a sales funnel, with minimal effort. For example:<\/span><span data-ccp-props=\"{&quot;335559685&quot;:0,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Email 1: Thanks for your purchase.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/li><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Email 2:\u00a0 Here are some ways you can use our product.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/li><\/ul><ul><li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Email 3: Fill in our survey and get 10% off your next purchase.\u00a0<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/li><\/ul><p><span data-contrast=\"auto\">All of this can be achieved with email automation.\u00a0<\/span><span data-ccp-props=\"{&quot;335559685&quot;:0,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><span data-contrast=\"none\">Dr Waseem Alzaher from The Cannabis Clinic <\/span><a href=\"https:\/\/www.stuff.co.nz\/business\/opinion-analysis\/300788551\/harnessing-the-power-of-email-marketing-and-automation\"><span data-contrast=\"none\">uses marketing automation<\/span><\/a><span data-contrast=\"none\"> to create personalised email and text communications for his clients, based on their prescription requirements and engagement with his website. The nature of his product means that Meta (Facebook and Instagram) marketing and advertising isn\u2019t an option. Instead of creating a generic email that goes out to his whole audience, he creates personalised communications depending on his client\u2019s needs. His \u201cgoal for marketing automation is to help each person feel personally communicated with\u201d.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9f062fc elementor-widget elementor-widget-text-editor\" data-id=\"9f062fc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>The power of personalisation\u00a0<\/h3><p><span data-contrast=\"none\">Tiffany says, \u201cThe best emails use personalisation\u201d and speak to one person as opposed to many. She recommends segmenting your email list with people who have common interests and behaviour. She <\/span><span data-contrast=\"none\">explains that \u201cMany assume that personalisation just involves using your subscriber\u2019s first name but it\u2019s so much more.\u201d<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><span data-contrast=\"none\">You can personalise by location, behaviour and demographics<\/span><b><span data-contrast=\"none\">, <\/span><\/b><span data-contrast=\"none\">insert different currencies, or suggest products based on people\u2019s interests or search history.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p><p><span data-contrast=\"none\">Your goal doesn\u2019t need to be a sale. A successful campaign is one that brings your subscribers further down the sales funnel and keeps them on the journey with you and provides valuable data you can use for future email campaigns.\u00a0\u00a0<\/span><span data-ccp-props=\"{&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41b2318 elementor-widget elementor-widget-text-editor\" data-id=\"41b2318\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>Written by<b> Kristine Aitchison:<\/b>\u00a0Guest Writer &amp; Content Specialist\u00a0\u00a0<\/em><\/p><p><em>Kristine is an experienced content writer, specialising in marketing and communications. Showcase your expertise with regular blog content. Visit <a href=\"https:\/\/morethanmerewords.nz\/\">morethanmerewords.nz.<\/a>\u00a0\u00a0<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>If you\u2019re relying on social media for your marketing, then you\u2019re missing a huge opportunity. It\u2019s amazing how many businesses aren\u2019t building an email list and taking advantage of email. If done well, email marketing is a direct opportunity to communicate with an audience who once engaged with your product or service. If you\u2019re not [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":35186,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[184],"tags":[],"class_list":["post-35174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - 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