[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-1-en-105":3,"doc-detail-253944-en":53,"doc-seo-253944-105":76},{"code":4,"msg":5,"data":6},0,"success",[7,14,19,24,29,34,39,44,49],{"id":8,"doc_module":9,"doc_module_name":10,"category_name":11,"show_sort_weight":12,"slug":13},11,1,"Template","Presentations",90,"presentations",{"id":15,"doc_module":9,"doc_module_name":10,"category_name":16,"show_sort_weight":17,"slug":18},12,"Resumes",80,"resumes",{"id":20,"doc_module":9,"doc_module_name":10,"category_name":21,"show_sort_weight":22,"slug":23},14,"Invoices",70,"invoices",{"id":25,"doc_module":9,"doc_module_name":10,"category_name":26,"show_sort_weight":27,"slug":28},15,"Posters",60,"posters",{"id":30,"doc_module":9,"doc_module_name":10,"category_name":31,"show_sort_weight":32,"slug":33},16,"Social Media",50,"social-media",{"id":35,"doc_module":9,"doc_module_name":10,"category_name":36,"show_sort_weight":37,"slug":38},17,"Forms",40,"forms",{"id":40,"doc_module":9,"doc_module_name":10,"category_name":41,"show_sort_weight":42,"slug":43},18,"Letters",30,"letters",{"id":45,"doc_module":9,"doc_module_name":10,"category_name":46,"show_sort_weight":47,"slug":48},21,"Paper Templates",5,"papers-templates",{"id":50,"doc_module":9,"doc_module_name":10,"category_name":51,"show_sort_weight":4,"slug":52},158,"General","general-158",{"code":4,"msg":5,"data":54},{"doc_id":55,"user_id":56,"nickname":57,"user_avatar":58,"doc_module":9,"category_id":40,"category_name":41,"doc_title":59,"doc_description":60,"doc_content":61,"file_id":62,"file_url":63,"file_type":64,"file_size":65,"view_count":66,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":67,"language":68,"language_code":69,"site_id":70,"html_lang":69,"table_of_contents":71,"faqs":72,"seo_title":73,"seo_description":60,"update_tm":74,"read_time":75},253944,2336474459895,"Gloria","https://ap-avatar.wpscdn.com/avatar/22000baeef7a5ed0655?x-image-process=image/resize,m_fixed,w_180,h_180&k=1786071322749376916","Email Marketing Basics","Email marketing basics for relationship development and practical campaign design. Covers why brands use email, four core email types (newsletters, acquisition, retention, promotional), and how email marketing compares to spam. Explains key elements of effective emails, guidance on when to send newsletters, and strategies for avoiding spam by matching content to customer wants, needs, and pain points while supporting engagement across the buyer journey.","Transcript: Email marketing basics  \nWelcome to the Digital Master Class Series, part of Glen Eira City Council’s Digital Enablement Program. Today’s topic is email marketing basics.  \nWe’ll be discussing why you should bother with email marketing; the four different types of marketing; email marketing as compared to spam; the key elements of a strong marketing email; and some examples of email marketing.  \nSo why bother with email marketing? Email marketing is a valuable relationship development tool. It turns your database into a marketing tool. In your database, you have already captured an audience of people who’ve expressed an interest in your brand, and taken active steps to remaining informed. Email marketing is just the next logical step onwards in this relationship.  \nIt’s the place where you give the people what they want. Email marketing can cover any stage of the buyer journey. That is: initial engagement, discovery, purchase, and customer retention. It’s also an incredibly popular form of marketing on the side of both consumers (in that they prefer to receive communications from brands via email); and on the business side, as email marketing has a very high return on investment. In fact, the 2015 DMA national client email report found that the average email marketing campaign offers around a 38£ return for every pound spent.  \nNow, this is a worldwide statistic (and nothing specific to Australia has been done at this time) . According to Campaign Monitor’s 2021 report, Australian consumers are some of the most engaged worldwide. When it comes to email marketing, email marketing campaigns sent by Australian small to median enterprises had an average open rate of 20 .6%, and a click-through rate of around 3. 1% . These are the four different types of email marketing. The first and most common are email newsletters. These are where brands send updates about their business tools (for consumers to use), and engaging types of thought leadership. For example, if a new trend or a concerning issue has emerged in their industry, the key to an effective email newsletter is to have actual news to include.  \nIn these, if you are emailing them for the sake of emailing, then you will get a very sharp drop-off in readership, as people quickly learn that there’s nothing to be gained from your emails. Although consistency is important in marketing, you do not need to send email newsletters weekly. Only send them when you have valuable content that you feel your customers could benefit from.  \nThe second type of marketing email is an acquisition email. These are emails used to turn subscribers into customers, and that move them through to the next stage of the purchasing cycle. They usually contain some kind of incentive, or valuable piece of information, or an offer, that demonstrates the value of being a customer to the particular brand. An example for a service-based business might be something like: a white paper, a free quote, or a piece of data that they’ve collected (and that is their intellectual property) . For a retail-based business, the most common acquisition email strategy is to offer a discount for first-time purchases.  \nThe third type of email marketing is a retention email. These are emails that go to existing customers to encourage loyalty and repeat purchases. In our database webinar we spoke about how working on retaining your customer base can drop the cost per acquisition of your customer base. This is the amount of money that you spend every time you gain a new customer. If the customer spends moreover a lifetime, and remains loyal to your business, the cost per acquisition drops substantially. Examples of these retention emails are things like: automated feedback requests, in exchange for perhaps a discount; or reaching out with a loyalty reward, if the customer hasn’t been active in awhile.  \nThe final type of email marketing campaigns that we’ll be talking about today are: promotional  \nemails. These can b","cbCaikCetM5YXbW5","https://ap.wps.com/l/cbCaikCetM5YXbW5","pdf",132759,13,4,"English","en",105,"# Introduction\n## Why Email Marketing\n# Types of Marketing Emails\n## Email Newsletters\n## Acquisition Emails\n## Retention Emails\n## Promotional Emails\n# Email Marketing vs Spam\n## Understanding Spam\n## Avoiding the Spam Trap\n# Key Customer-Centered Concepts\n## Pain Points","[{\"question\":\"Why should a brand use email marketing?\",\"answer\":\"Email marketing helps develop relationships and turns an interested audience in the database into an effective marketing channel across the buyer journey.\"},{\"question\":\"What are the four different types of marketing emails mentioned?\",\"answer\":\"The four types are email newsletters, acquisition emails, retention emails, and promotional emails.\"},{\"question\":\"How does the session compare email marketing to spam and how do you avoid it?\",\"answer\":\"Spam is described as ubiquitous, repetitive, and unwanted; avoiding the spam trap requires sending what the audience actually wants using a customer-perspective approach rather than generic content.\"}]","Email Marketing Basics | PDF",1789272155,2,{"code":4,"msg":77,"data":78},"ok",{"site_id":70,"language":69,"slug":79,"title":59,"keywords":80,"description":60,"schema_data":81,"social_meta":135,"head_meta":137,"extra_data":139,"updated_unix":74},"email-marketing-basics","",{"@graph":82,"@context":134},[83,97,117],{"@type":84,"itemListElement":85},"BreadcrumbList",[86,90,92,95],{"item":87,"name":88,"@type":89,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":91,"name":10,"@type":89,"position":75},"https://docshare.wps.com/template/",{"item":93,"name":41,"@type":89,"position":94},"https://docshare.wps.com/template/letters/",3,{"item":96,"name":59,"@type":89,"position":67},"https://docshare.wps.com/template/email-marketing-basics/253944/",{"url":96,"name":59,"@type":98,"image":99,"author":104,"headline":59,"publisher":106,"fileFormat":109,"inLanguage":69,"description":60,"dateModified":110,"datePublished":111,"encodingFormat":109,"isAccessibleForFree":112,"interactionStatistic":113},"DigitalDocument",{"url":100,"@type":101,"width":102,"height":103},"https://docshare.wps.com/thumbnails/email-marketing-basics/253944.png","ImageObject",442,249,{"name":57,"@type":105},"Person",{"url":87,"name":107,"@type":108},"DocShare","Organization","application/pdf","2026-10-20","2026-09-13",true,{"@type":114,"interactionType":115,"userInteractionCount":66},"InteractionCounter",{"@type":116},"ViewAction",{"@type":118,"mainEntity":119},"FAQPage",[120,126,130],{"name":121,"@type":122,"acceptedAnswer":123},"Why should a brand use email marketing?","Question",{"text":124,"@type":125},"Email marketing helps develop relationships and turns an interested audience in the database into an effective marketing channel across the buyer journey.","Answer",{"name":127,"@type":122,"acceptedAnswer":128},"What are the four different types of marketing emails mentioned?",{"text":129,"@type":125},"The four types are email newsletters, acquisition emails, retention emails, and promotional emails.",{"name":131,"@type":122,"acceptedAnswer":132},"How does the session compare email marketing to spam and how do you avoid it?",{"text":133,"@type":125},"Spam is described as ubiquitous, repetitive, and unwanted; avoiding the spam trap requires sending what the audience actually wants using a customer-perspective approach rather than generic content.","https://schema.org",{"og:url":96,"og:type":136,"og:title":59,"og:site_name":107,"og:description":60},"article",{"robots":138,"canonical":96},"index,follow",{"doc_id":55,"site_id":70}]