The power of email marketing - Digital Marketing Foundations Video Tutorial

<!DOCTYPE html> <html lang="en"> <head> <meta name="pageKey" content="d_learning_course_video_guest">  <meta name="linkedin:pageTag" content="view_video"> <meta name="locale" content="en_US"> <meta id="config" data-app-version="2.0.2217" data-call-tree-id="AAYn3sc753WbpOaLe9POkQ==" data-multiproduct-name="learning-guest-frontend" data-service-name="learning-guest-frontend" data-browser-id="efef618a-dead-4619-83a4-c7df4c206c74" data-enable-page-view-heartbeat-tracking data-page-instance="urn:li:page:learning_course_video_guest;oRTJ/C8AQ06g/20jR9HZXQ==" data-disable-jsbeacon-pagekey-suffix="false" data-member-id="0"> <link rel="canonical" href="https://www.linkedin.com/learning/digital-marketing-foundations-15054577/the-power-of-email-marketing">     <link rel="manifest" href="/homepage-guest/manifest.json" crossorigin="use-credentials">  <script> function getDfd() {let yFn,nFn;const p=new Promise(function(y, n){yFn=y;nFn=n;});p.resolve=yFn;p.reject=nFn;return p;} window.lazyloader = getDfd(); window.tracking = getDfd(); window.impressionTracking = getDfd(); window.ingraphTracking = getDfd(); window.appDetection = getDfd(); window.pemTracking = getDfd(); </script>  <link rel="icon" href="https://static.licdn.com/aero-v1/sc/h/444zstxv7s91nepfm5et6ofge"> <title>The power of email marketing - Digital Marketing Foundations Video Tutorial | LinkedIn Learning, formerly Lynda.com</title> <meta name="robots" content="noarchive, max-image-preview:large"> <meta name="description" content="Email has a reputation for being spam but this is hardly the case. In this video, learn why email is important and how powerful it truly is."> <meta property="og:site_name" content="LinkedIn"> <meta name="twitter:site" content="@LI_Learning"> <meta name="twitter:card" content="summary"> <meta name="litmsProfileName" content="learning-guest-frontend"> <meta property="og:title" content="The power of email marketing - Digital Marketing Foundations Video Tutorial | LinkedIn Learning, formerly Lynda.com"> <meta name="twitter:title" content="The power of email marketing - Digital Marketing Foundations Video Tutorial | LinkedIn Learning, formerly Lynda.com"> <meta property="og:description" content="Email has a reputation for being spam but this is hardly the case. In this video, learn why email is important and how powerful it truly is."> <meta name="twitter:description" content="Email has a reputation for being spam but this is hardly the case. In this video, learn why email is important and how powerful it truly is."> <meta property="og:image" content="https://media.licdn.com/dms/image/v2/C560DAQF1KSwN5AFQyQ/learning-public-crop_675_1200/learning-public-crop_675_1200/0/1660065606925?e=2147483647&v=beta&t=nt0ax8gkdChia478FHdFju6lTRoPnR9zCKKqV82GX30"> <meta name="twitter:image" content="https://media.licdn.com/dms/image/v2/C560DAQF1KSwN5AFQyQ/learning-public-crop_675_1200/learning-public-crop_675_1200/0/1660065606925?e=2147483647&v=beta&t=nt0ax8gkdChia478FHdFju6lTRoPnR9zCKKqV82GX30">  <meta property="og:url" content="https://www.linkedin.com/learning/digital-marketing-foundations-15054577/the-power-of-email-marketing"> <meta property="og:type" content="website"> <meta name="clientSideIngraphs" content="1" data-gauge-metric-endpoint="/learning-guest/api/ingraphs/gauge" data-counter-metric-endpoint="/learning-guest/api/ingraphs/counter"> <link rel="stylesheet" href="https://static.licdn.com/aero-v1/sc/h/b2sn84ibusnmmqygar9zphel"> <script type="application/ld+json"> {"@context":"http://schema.org/","@type":"VideoObject","name":"The power of email marketing - Digital Marketing Foundations","author":{"@type":"Person","name":"Brad Batesole","url":"https://www.linkedin.com/learning/instructors/brad-batesole"},"thumbnailUrl":"https://media.licdn.com/dms/image/v2/C560DAQF1KSwN5AFQyQ/learning-public-crop_675_1200/learning-public-crop_675_1200/0/1660065606925?e=2147483647&v=beta&t=nt0ax8gkdChia478FHdFju6lTRoPnR9zCKKqV82GX30","description":"Learn the key skills, strategies, and techniques of digital marketing—a key skill to support the success of your brand and business.","duration":"PT2M55S","datePublished":"2022-08-11","uploadDate":"2022-08-11","requiresSubscription":false,"isAccessibleForFree":true,"contentUrl":"https://www.linkedin.com/learning/digital-marketing-foundations-15054577/the-power-of-email-marketing","interactionCount":278859,"interactionStatistic":[{"@type":"InteractionCounter","interactionType":"http://schema.org/WatchAction","userInteractionCount":278859}],"transcript":" - To many, email marketing feels old and antiquated, but this is far from the truth. Now, the days of buying email lists are long gone, but emailing those who have opted into your list is still a prime strategy. And this is because many customers welcome communication from brands they already interact with. Just like our own acceptance and use of snail mail coupons from businesses we frequent. Now, on one hand, your email marketing efforts will be about acquiring new subscribers to your list and on the other, retaining and generating revenue from those subscribers. With email marketing, you can inform existing customers of new products, upsell them to more premium packages, or even encourage them to share your business with their peers. Email marketing is very strategic. Each message needs to be carefully crafted; have a strong call to action; and arrive at just the right moment to get noticed. If it's not relevant, it gets deleted. Think about your own email habits. What are you opening and why? What are you clicking on? Try to identify patterns and use those ideas to your advantage. Now, good email marketing is built on detailed customer segments. Anytime you acquire an email address, you should track where that subscriber came from. And if you have the resources, it would be ideal to also track which email addresses made purchases, how much revenue that individual subscriber drives, and even start associating demographics or persona information if you have it. For example, I might have multiple email lists for an online storefront. I can have a list of customers that made a purchase in the last 30 days, customers that are high value, and a list of people who added an item to their cart, but never converted. Each of those segments would receive a different email from me, and good email marketing is often hinged on the idea of a drip campaign. So, how this might look is you can take the abandoned segment. And from there, I might send an email in the first 24 hours that says, \"Hey, you left this in your cart. There's only one step left to checking out.\" Maybe 72 hours later, I'll drop another email. \"Free shipping, today only with coupon SHIPFREE. View your cart now.\" Now, that's just one example of many, but automated email marketing is a must have in today's digital landscape. There's just so much potential revenue sitting in that email list. To get the most value out of email, you won't be using a typical email client. Instead, you'll need to leverage an online provider such as MailChimp or Constant Contact. These systems will let you tailor your lists, set up automatic triggers, and track your results. Email marketing is still a valuable tool. Focus on generating and leveraging that email list. 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Now, the days of buying email lists are long gone, but emailing those who have opted into your list is still a prime strategy. And this is because many customers welcome communication from brands they already interact with. Just like our own acceptance and use of snail mail coupons from businesses we frequent. Now, on one hand, your email marketing efforts will be about acquiring new subscribers to your list and on the other, retaining and generating revenue from those subscribers. With email marketing, you can inform existing customers of new products, upsell them to more premium packages, or even encourage them to share your business with their peers. Email marketing is very strategic. Each message needs to be carefully crafted; have a strong call to action; and arrive at just the right moment to get noticed. If it's not relevant, it gets deleted. Think about your own email habits. What are you opening and why? What are you clicking on? Try to identify patterns and use those ideas to your advantage. Now, good email marketing is built on detailed customer segments. Anytime you acquire an email address, you should track where that subscriber came from. And if you have the resources, it would be ideal to also track which email addresses made purchases, how much revenue that individual subscriber drives, and even start associating demographics or persona information if you have it. For example, I might have multiple email lists for an online storefront. I can have a list of customers that made a purchase in the last 30 days, customers that are high value, and a list of people who added an item to their cart, but never converted. Each of those segments would receive a different email from me, and good email marketing is often hinged on the idea of a drip campaign. So, how this might look is you can take the abandoned segment. And from there, I might send an email in the first 24 hours that says, "Hey, you left this in your cart. There's only one step left to checking out." Maybe 72 hours later, I'll drop another email. "Free shipping, today only with coupon SHIPFREE. View your cart now." Now, that's just one example of many, but automated email marketing is a must have in today's digital landscape. There's just so much potential revenue sitting in that email list. To get the most value out of email, you won't be using a typical email client. Instead, you'll need to leverage an online provider such as MailChimp or Constant Contact. These systems will let you tailor your lists, set up automatic triggers, and track your results. Email marketing is still a valuable tool. Focus on generating and leveraging that email list. </p> </div> </div> </section> </div>  <div class="tab__panel" tabindex="0" role="tabpanel" hidden> <section class="core-section-container my-3 offline">  <h2 class="core-section-container__title section-title"> Download courses and learn on the go </h2>  <div class="core-section-container__content break-words"> <p class="offline__description"> Watch courses on your mobile device without an internet connection. 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The Digital Marketing Framework <icon class="show-more-less__button--chevron show-more-less-button-icon" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/cyolgscd0imw2ldqppkrb84vo"></icon> </button> <button class="show-more-less__button show-more-less__less-button show-more-less-button show-more-less__button--hide" aria-expanded="false" data-tracking-control-name="learning-course_toc-section_show_more"> 1. The Digital Marketing Framework <icon class="show-more-less__button--chevron show-more-less-button-icon" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/4chtt12k98xwnba1nimld2oyg"></icon> </button> <ul data-max-num-to-show="0" class="show-more-less__list show-more-less__list--hide-after-0" data-impression-id="learning-course_toc-section_show-more-less"> <li class="toc-item"> <a data-tracking-control-name="learning-course_tocItem" data-tracking-will-navigate href="https://www.linkedin.com/learning/digital-marketing-foundations-15054577/the-building-blocks-of-digital-marketing?autoplay=true&trk=learning-course_tocItem" class="toc-item__link" aria-current="false"> <icon class="table-of-contents__item-status table-of-contents__item-status--unlocked" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/5jwhkytplzxiejvhzfu0t7m8l" data-svg-class-name="table-of-contents__item-status-svg--unlocked"></icon> <div class="table-of-contents__item-details"> <div class="table-of-contents__item-title"> The building blocks of digital marketing </div> <div class="table-of-contents__item-duration"> 1m 58s </div> </div> </a> </li> <li class="toc-item"> <a data-tracking-control-name="learning-course_tocItem" data-tracking-will-navigate href="https://www.linkedin.com/learning/digital-marketing-foundations-15054577/the-marketing-funnel?autoplay=true&trk=learning-course_tocItem" class="toc-item__link" aria-current="false"> <icon class="table-of-contents__item-status table-of-contents__item-status--unlocked" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/5jwhkytplzxiejvhzfu0t7m8l" data-svg-class-name="table-of-contents__item-status-svg--unlocked"></icon> <div class="table-of-contents__item-details"> <div class="table-of-contents__item-title"> The marketing funnel </div> <div class="table-of-contents__item-duration"> 3m 48s </div> </div> </a> </li> <li class="toc-item"> <a data-tracking-control-name="learning-course_tocItem" data-tracking-will-navigate href="https://www.linkedin.com/learning/digital-marketing-foundations-15054577/the-buyer-journey?autoplay=true&trk=learning-course_tocItem" class="toc-item__link" aria-current="false"> <icon class="table-of-contents__item-status table-of-contents__item-status--unlocked" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/5jwhkytplzxiejvhzfu0t7m8l" data-svg-class-name="table-of-contents__item-status-svg--unlocked"></icon> <div class="table-of-contents__item-details"> <div class="table-of-contents__item-title"> The buyer journey </div> <div class="table-of-contents__item-duration"> 2m 34s </div> </div> </a> </li> <li class="toc-item"> <a data-tracking-control-name="learning-course_tocItem" data-tracking-will-navigate href="https://www.linkedin.com/learning/digital-marketing-foundations-15054577/create-a-buyer-journey-map?autoplay=true&trk=learning-course_tocItem" class="toc-item__link" aria-current="false"> <icon class="table-of-contents__item-status table-of-contents__item-status--unlocked" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/5jwhkytplzxiejvhzfu0t7m8l" data-svg-class-name="table-of-contents__item-status-svg--unlocked"></icon> <div class="table-of-contents__item-details"> <div class="table-of-contents__item-title"> Create a buyer journey map </div> <div class="table-of-contents__item-duration"> 3m 55s </div> </div> </a> </li> </ul>  </div> </li> <li class="toc-section"> <div class="show-more-less"> <button class="show-more-less__button show-more-less__more-button show-more-less-button " aria-expanded="false" data-tracking-control-name="learning-course_toc-section_show_more"> 2. Digital Marketing Basics <icon class="show-more-less__button--chevron show-more-less-button-icon" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/cyolgscd0imw2ldqppkrb84vo"></icon> </button> <button class="show-more-less__button show-more-less__less-button show-more-less-button show-more-less__button--hide" aria-expanded="false" data-tracking-control-name="learning-course_toc-section_show_more"> 2. Digital Marketing Basics <icon class="show-more-less__button--chevron show-more-less-button-icon" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/4chtt12k98xwnba1nimld2oyg"></icon> </button> <ul data-max-num-to-show="0" class="show-more-less__list show-more-less__list--hide-after-0" data-impression-id="learning-course_toc-section_show-more-less"> <li class="toc-item"> <a data-tracking-control-name="learning-course_tocItem" data-tracking-will-navigate href="https://www.linkedin.com/learning/digital-marketing-foundations-15054577/how-to-develop-a-marketing-strategy?autoplay=true&trk=learning-course_tocItem" class="toc-item__link" aria-current="false"> <icon class="table-of-contents__item-status table-of-contents__item-status--unlocked" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/5jwhkytplzxiejvhzfu0t7m8l" data-svg-class-name="table-of-contents__item-status-svg--unlocked"></icon> <div class="table-of-contents__item-details"> <div class="table-of-contents__item-title"> How to develop a marketing strategy </div> <div class="table-of-contents__item-duration"> 2m 27s </div> </div> </a> </li> <li class="toc-item"> <a data-tracking-control-name="learning-course_tocItem" data-tracking-will-navigate href="https://www.linkedin.com/learning/digital-marketing-foundations-15054577/how-to-define-your-value-proposition?autoplay=true&trk=learning-course_tocItem" class="toc-item__link" aria-current="false"> <icon class="table-of-contents__item-status table-of-contents__item-status--unlocked" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/5jwhkytplzxiejvhzfu0t7m8l" data-svg-class-name="table-of-contents__item-status-svg--unlocked"></icon> <div class="table-of-contents__item-details"> <div class="table-of-contents__item-title"> How to define your value proposition </div> <div class="table-of-contents__item-duration"> 2m 37s </div> </div> </a> </li> <li class="toc-item"> <a data-tracking-control-name="learning-course_tocItem" data-tracking-will-navigate 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class="table-of-contents__item-duration"> 2m 38s </div> </div> </a> </li> <li class="toc-item"> <a data-tracking-control-name="learning-course_tocItem" data-tracking-will-navigate href="https://www.linkedin.com/learning/digital-marketing-foundations-15054577/how-to-draft-a-one-page-marketing-plan?autoplay=true&trk=learning-course_tocItem" class="toc-item__link" aria-current="false"> <icon class="table-of-contents__item-status table-of-contents__item-status--unlocked" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/5jwhkytplzxiejvhzfu0t7m8l" data-svg-class-name="table-of-contents__item-status-svg--unlocked"></icon> <div class="table-of-contents__item-details"> <div class="table-of-contents__item-title"> How to draft a one page marketing plan </div> <div class="table-of-contents__item-duration"> 2m 35s </div> </div> </a> </li> </ul>  </div> </li> <li class="toc-section"> <div class="show-more-less"> <button class="show-more-less__button show-more-less__more-button 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Digital Marketing Key Concepts <icon class="show-more-less__button--chevron show-more-less-button-icon" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/cyolgscd0imw2ldqppkrb84vo"></icon> </button> <button class="show-more-less__button show-more-less__less-button show-more-less-button show-more-less__button--hide" aria-expanded="false" data-tracking-control-name="learning-course_toc-section_show_more"> 3. 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Marketing Analytics Skills <icon class="show-more-less__button--chevron show-more-less-button-icon" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/cyolgscd0imw2ldqppkrb84vo"></icon> </button> <button class="show-more-less__button show-more-less__less-button show-more-less-button show-more-less__button--hide" aria-expanded="false" data-tracking-control-name="learning-course_toc-section_show_more"> 9. Marketing Analytics Skills <icon class="show-more-less__button--chevron show-more-less-button-icon" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/4chtt12k98xwnba1nimld2oyg"></icon> </button> <ul data-max-num-to-show="0" class="show-more-less__list show-more-less__list--hide-after-0" data-impression-id="learning-course_toc-section_show-more-less"> <li class="toc-item"> <a data-tracking-control-name="learning-course_tocItem" data-tracking-will-navigate href="https://www.linkedin.com/learning/digital-marketing-foundations-15054577/how-to-decide-what-to-track-in-marketing-analytics?autoplay=true&trk=learning-course_tocItem" class="toc-item__link" aria-current="false"> <icon class="table-of-contents__item-status table-of-contents__item-status--unlocked" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/5jwhkytplzxiejvhzfu0t7m8l" data-svg-class-name="table-of-contents__item-status-svg--unlocked"></icon> <div class="table-of-contents__item-details"> <div 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class="link tw-linkster-general-link" aria-label="See all business courses" href="https://www.linkedin.com/learning/topics/business?trk=learning-course_browsemap_general-link" data-tracking-control-name="learning-course_browsemap_general-link" data-tracking-will-navigate> See all </a> </div> <div class="flex-1 w-1/2 pt-2 pr-4 pb-4 pl-0 babybear:pb-2 babybear:w-full babybear:border-b-1 babybear:border-solid babybear:border-color-border-low-emphasis babybear:last:border-b-0"> <h3 class="text-md font-bold text-color-text leading-open"> Explore Creative Topics </h3> <ul class="my-1"> <li class="tw-link-column-item"> <a class="link tw-linkster-link" href="https://www.linkedin.com/learning/topics/aec?trk=learning-course_browsemap_link" data-js-module-id="link-column-link" data-tracking-control-name="learning-course_browsemap_link" data-tracking-will-navigate> AEC </a> </li> <li class="tw-link-column-item"> <a class="link tw-linkster-link" href="https://www.linkedin.com/learning/topics/animation-and-illustration?trk=learning-course_browsemap_link" data-js-module-id="link-column-link" data-tracking-control-name="learning-course_browsemap_link" data-tracking-will-navigate> Animation and Illustration </a> </li> <li class="tw-link-column-item"> <a class="link tw-linkster-link" href="https://www.linkedin.com/learning/topics/audio-and-music?trk=learning-course_browsemap_link" data-js-module-id="link-column-link" data-tracking-control-name="learning-course_browsemap_link" data-tracking-will-navigate> Audio and Music </a> </li> <li class="tw-link-column-item"> <a class="link tw-linkster-link" href="https://www.linkedin.com/learning/topics/graphic-design?trk=learning-course_browsemap_link" data-js-module-id="link-column-link" data-tracking-control-name="learning-course_browsemap_link" data-tracking-will-navigate> Graphic Design </a> </li> <li class="tw-link-column-item"> <a class="link tw-linkster-link" href="https://www.linkedin.com/learning/topics/motion-graphics-and-vfx?trk=learning-course_browsemap_link" data-js-module-id="link-column-link" data-tracking-control-name="learning-course_browsemap_link" data-tracking-will-navigate> Motion Graphics and VFX </a> </li> <li class="tw-link-column-item"> <a class="link tw-linkster-link" href="https://www.linkedin.com/learning/topics/photography-2?trk=learning-course_browsemap_link" data-js-module-id="link-column-link" data-tracking-control-name="learning-course_browsemap_link" data-tracking-will-navigate> Photography </a> </li> <li class="tw-link-column-item"> <a class="link tw-linkster-link" href="https://www.linkedin.com/learning/topics/product-and-manufacturing?trk=learning-course_browsemap_link" data-js-module-id="link-column-link" data-tracking-control-name="learning-course_browsemap_link" data-tracking-will-navigate> Product and Manufacturing </a> </li> <li class="tw-link-column-item"> <a class="link tw-linkster-link" 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link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pa_IN" data-locale="pa_IN" role="menuitem" lang="pa_IN"> ਪੰਜਾਬੀ (Punjabi) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Polski (Polish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pl_PL" data-locale="pl_PL" role="menuitem" lang="pl_PL"> Polski (Polish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Português (Portuguese)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pt_BR" data-locale="pt_BR" role="menuitem" lang="pt_BR"> Português (Portuguese) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Română (Romanian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ro_RO" data-locale="ro_RO" role="menuitem" lang="ro_RO"> Română (Romanian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Русский (Russian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark 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