Creating Great Email Marketing Campaigns for Singapore Market

Creating Great Email Marketing Campaigns for Singapore Market

Singapore is one of the top business destinations in the world. due to the immense potential it has shown over the past couple of years. Singapore is considered to be a great environment to start and do business. Their status as the digital hub of the world and its strategic positioning has made it a go-to for young entrepreneurs who are looking to cut through the digital marketplace.

According to the World Bank, it only takes someone a maximum of six working days to have your business up and going. The ease of starting any business in Singapore has been allowed by the availability of enabling laws for carrying out business, safe and secure environment for the human resources and the company.

Singaporeans welcome every visitor with open arms regardless of color, religion or political inclinations. The government has constructed excellent internet infrastructure allowing entrepreneurs to penetrate the online markets where most of the world population exist nowadays. The internet provides marketplaces on the web where customers and business owners interact. With the development of email marketing, sharing information regarding products with customers and prospective customers has been made easier.

Email marketing, also known as a direct electronic mailer (eDM) help in relaying of customer- tailored messages to every customer regarding sales, synchronized with client preferences. Business owners acquire clients’ credentials from landing site forms for specific promotions or credentials entered when registering for newsletter subscriptions.

Electronic direct mailing is the most sought-after model of marketing services and products, and its potential is still huge especially to fast-growing economies such as Singapore. Its effectiveness and low finances to run it make it a handy marketing tool. Globally, there are more than 3.7 billion email users, and this number is expected to grow to 4.3 billion by 2022. This statistic is one of the primary reasons why email marketing is considered the most sustainable and timeless digital marketing strategy in the world today.

The average ROI for every SGD 1.37 spent on email marketing currently stands at SGD 43.77. It is important to ensure that the campaign is designed correctly, run, and monitored to achieve the expected results.

Here are expert tips on how to create a great email marketing campaign for the Singapore market.

Benefits of direct electronic mailing(eDM)

  • Highly informative

    The direct mailing provides a mammoth of information to its users. The info enlightens individuals about different products and what prices they are sold at. The data also holds benefits of a specific product which impart them with information, and as we know, knowledge is power.

  • Targeted

    This mode of marketing is advisable for sending of information to a known customer base. Organizations can post information on product s to specific groups of people depending on their demographic factors such as age, sex, income

  • Multiple formats of writing emails make it versatile

    The array of options used for generating an email in the forms of newsletters, catalogs, and brochures, makes it a preferred method of transmitting information regarding products and manners of accessing the products. Its compliance with various forms of writing, make it adaptable in all situations.

  • It is easy to quantify the results of an eDM campaign

    It does not require statistical tools like analyzing. Discerning the success of a campaign only needs counting the number of inquiries about the product since the beginning of a drive.

Select the Right Email Automation Tool

Email marketing automation tools such as iContactMailChimp and Constant Contact can help you send out bulk emails to the target audience fast. However, it is essential to consider the labor requirement associated with each of the tools to avoid any inconveniences in the future.

Ideally, the right automation tool should be in line with the size of your marketing team and budget. Some of the sophisticated tools need one or more trained personnel at the reins. If you are on a tight budget and cannot afford to hire such staff at this stage, consider simpler software that requires little overhead.

Though it can be tempting to use a mail program like Outlook, this is not fit for purpose as consumers cannot unsubscribe to it. Anti-spam laws are quite strict in Singapore and users must be able to opt-in and opt-out of emails. Automation tools are the way to go.

Automate Loading Contacts with your Customer Relationship Management Tool

Manually synchronising or loading the subscribers’ email addresses from your CRM (Customer Relationship Management) can be time-consuming and tedious. It can result in technical misfires where people who have already unsubscribed are added back to the mailing list, or you end up sending out duplicate emails.

You can avoid these challenges by using a plug-in that automates the whole process. The plug-in or tool should be compatible with the other systems that you use to capture existing and potential customers data.

Compliance with laws governing the internet

The Singapore government utilises the internet to its advantage for their economic development. As a well-developed nation, Singaporeans are able to access their resources online with ease which is one of the key responsibilities of the Singapore government. This applies to the low-income households as well. As a well-developed nation, the Singapore government have imposed wireless networks island-wide to ensure that everyone is able to use it which makes it one of most internet-savvy countries in the world. The Singapore government places utmost dedication to develop a robust internet infrastructure that is accessible island-wide.

The government holds a very stringent approach towards internet based businesses. Reason is, to not allow them abuse the platform, breach and hurt the security of others on the internet. They do not hesitate to investigate and hunt whoever abuses the platform for anti-government ideologies.

It is obligatory for users to ensure whatever information they post online is acceptable according to the law.

Identify When People Unsubscribe

Understanding your target audience is crucial to creating a great marketing campaign for the Singapore market. Take note of the time or instances when the recipients unsubscribe from the mailing list. Before they go, ask them the reason so that you avoid repeating the same mistake in the future. Make it easy for them to respond to this question by listing down some of the plausible reasons and include a checkbox that they can click on instead of typing the response.

If the prospects are clicking on your emails and CTAs (call-to-action), you are doing it right.  If they are not clicking or taking the desired action the chances are that, they are unsubscribing.

Knowing the reason why they decide to leave will help you improve your campaign and avoid other subscribers from doing the same. Remember that getting a new client is more expensive than retaining an existing one.

Cross-Sell Services and Products Using Email Automation

If you have successfully converted a potential lead to a customer, go an extra mile and cross-sell additional goods and services that are in your portfolio to them. Be cautious not to sound too marketing oriented to avoid compromising the reputation of your business.

There is no harm in having multiple campaigns such as a specific campaign for potential customers at each stage of the sales funnel and another one for clients who have already converted. Make sure that the content contained in the email is pertinent to them and fresh.

Be Timely

Use the different seasons in the year to market and grow your brand. For example, during the tax season, send out emails that contain information on how your product can help them file their returns easily, accurately, and efficiently.

During the festive season, send out emails that contain targeted promotions such as special discounts to customers who have purchased certain products. You can also offer special discounts and coupons to potential customers who are yet to convert but are towards the final stages of the sales funnel.

Employ services of native speakers

Native speakers possess the unique abilities to understand the local language and the local needs. Employing thus offer a business owner the opportunity to transmit specific information regarding specific products to specific groups of people. The understanding of different clients’ needs is enabled by the ability of the workforce to discern the needs of the customer properly. The worker’s interaction with the local population daily offers a niche for the business because the business can understand their needs, sending customer-tailored preferences and methods of accessing the services.

The hiring of a native speaker is a method of creating employment for the local population and the government expedite the processes of starting a business for an owner. The act is a motivating condition undertaken by the government to business owners to motivate them.

Understand the local culture

The transcribing of email and its content cannot be enough factors to ensure a successful localized email drive. Good understanding of a specific culture helps in the manner a target population engages and practices its purchasing power. The way eDM communicate in countries should vary in the context that the business is operational in different countries. It helps in avoidance of distraught clients with a message written in a language they cannot read nor understand. Pay attention to variance in cultures to avoid converting the sound of your email or the entire email drive.

Create Stellar Content

Content matters.  The content contained in your email will determine whether the recipients will open, read, and take the desired action.

Here are actionable tips to help you create stellar content for your email marketing campaigns for the Singapore market:

  • Create a compelling subject line to boost open rate
  • Personalise email copy (include the customer’s name in the subject line and the body of the email)
  • Strive to make your emails clear and catchy
  • The subject line should be related to the copy
  • Keep the content relevant
  • Entire email copy should be written in the second person
  • Focus on highlighting the benefits of the products/service rather than the specifics of your offer
  • Keep it short and compact
  • Let your personality shine
  • Do not spam

Ensure Testing Your Email

It is essential to research and test the different moving parts in your email marketing strategy. The information you gather in the process will help you to know the specific areas that you should improve on or delete altogether.

For example, placing a sign up form at a random location on your site and waiting for subscribers will not deliver a successful oucome. You need to carry out A/B test frequently to know if the form is working as expected. The same case applies to the various elements in the emails that you send out such as subject line, message, and the CTA buttons.

Some of the best email marketing tools in the market such as OptinMonster and Hello Bar come with an in-built A/B test split testing feature. You can use it to test locations, wording, and sign up forms to know what works best for your site. The tools also have reporting tools that you can use to monitor various metrics such as open rates.

Generate Your Own Leads

If you are to succeed in creating an email list in the current competitive Singapore digital market realm, you need prospects to sign up. Great content, good user experience and lead generation campaigns will all work together to help grow and maintain your email list.

If you have compelling content that resonate with the target audience and a mobile friendly website that offers great user experience, but the sign up forms are not noticeable, all your efforts will go down the drain.

Lead generation plugins such as Optin Monster and WP Optin Wheel will do all the hard work for you. That is, they will increase the opt-in rate exponentially thereby making your email marketing campaign more effective.

As a new business that wants to get started on email marketing as quickly as possible, you might be lured to purchase an email list. Do not do this. You will not get any tangible results, and you may jeopardise your reputation by bombarding people with emails and newsletters that they never subscribed to. Instead, focus on good content to keep your new and current subscribers hooked.

Check Your Stats

When is the last time you checked your Singapore email marketing campaign stats? Metrics such as the open rate will help you to know if you are doing the right thing. Google Analytics has a feature that allows digital marketers to track email subscribers in real time.

Stats can tell you the number of subscribers who visited your website from a specific email campaign. Stats will also help identify emails that had the most significant impact on the target audiences as well as onsite purchases.

Apart from Google Analytics, you can use other email marketing providers in Singapore such as AWeberMailChimp and Mad Mimi. They all have reporting tools that you can use to keep track of one or multiple email marketing campaigns in Singapore.

Survey users for their preferences

Singapore is a cosmopolitan country with people from across the world due to its notoriety as a tourist destination. The Singapore government has diversified their official languages to incorporate non-natives. Singapore has the Malay language spoken by the Malaysians who are considered natives, Tamil, Chinese, and English. English was meant to ease communication for the friendly business environment. Ensure the clear understanding of the language spoken by many of your clients, an individual can undertake surveys for customers to fill in forms holding expressions of preference while communicating.

You should also consider segmenting your list using other parameters such as gender, income, geographic location, past purchases and other factors that are meaningful to your campaign goals.

Of course, it is not possible to collect all this data from the website, lest you turn off potential subscribers. Once you have their email addresses, proceed to send surveys. The information gathered will help you segment your email list accurately thereby supercharging your Singapore email marketing campaign.

Optimise for mobile devices

Mobile devices are becoming a go mode of receiving and sending information all over the world. It is estimated that two billion of the world population, accounting for a quarter of the world population is in possession of a smartphone. Mobile devices are always the best platforms to access people because they are in peoples’ vicinity at all moments. These specs make it proper for fast transmitting time-sensitive information. Bearing in mind that Singapore has the highest smartphone penetration in the world, be sure that over 80% of the recipients will read your email on a smartphone.

Singapore is among the fast-growing infrastructural country in the world, it suffices to say it is the best environment to own a technology-driven business. The ability of the state to be near gadget developing nations like China, where mobile devices are cheap and accessible enables Singaporeans to be gadgets’ savvy, providing entrepreneurs with platforms to access their clients and share information regarding products and modes obtaining the products.

Take some time to test how your email looks on multiple devices before sending it out. You should only send them out when you are sure that it will look great on multiple devices. Tools such as Litmus can help you test your email across different platforms and devices without breaking a sweat.

Be timely and consistent

In the situation your business is an international entity, it is essential to consider the times of day when posting information. Businesses found in the western hemisphere, should consider the time they send information for their customers in the eastern region. The time differences between these parts of the world is always a space of 8- 11 hours, in many cases, your customer could be asleep when your email hits their inbox and vice versa, .

Understanding local vacation cycles help in knowing holidays and non-working days. Some countries (for example, in the Middle East), it is essential to understand it is a typical working day from Sunday to Thursday. The information enables the sending of emails on time and to the right recipients.

How to Write a Compelling Email Marketing Newsletter

Email marketing newsletters are the most effective means of product promotion. According to this study, 90% of consumers prefer receiving updates through email over other channels, including social media.

However, engaging in email marketing is not a guarantee for success. Your email messages should contain the right content that convinces the reader to complete the desired action. Here is what you should in you include in your email if you want to it to benefit your business.

A Compelling Subject Line

The first thing the recipient sees when they open the email inbox is the subject line. It should be enticing such that it encourages the user to open the email.  You can do this by asking a question, sharing an intriguing statistic or asking a question.

A Persuasive Pre-header Copy

After the subject line, the next piece of information that the email recipient sees is the pre-header. You should consider it as an extension of your subject line.  It should include a copy that convinces the user to open the email and learn more about what you are offering.

Featured Content

The top of your email marketing newsletter should highlight the most critical content in your message.  This encourages the recipient to read the entire content.

Choose Graphics With Care

Graphics have a significant impact on your email marketing strategy.  If you use high-quality graphics in your content, your audience is more likely to engage with your email.  On the contrary, poor quality graphics mean that your audience is less likely to interact with your email content. You should also observe the number of images you use in your email.  Too many images make the email hard to read, and the recipient is likely to move it to the spam folder.

Tailor-making email campaigns to fit a geographical setting also need localizing of content. You should aim to use images that are familiar with the particular country. For example, an email message could be sent to prospective tourists to employ the use of a specific touring guide company in Singapore. An image in the email could be a natural monument in Singapore to increase its ability to be consumed both by the local and foreign population.

Organised Layout

Your email template should display your content in blocks.  This makes it easier for the recipient to read the email.  You could also try using other popular reading patterns like the inverted pyramid and zigzag layouts. These ensure that the reader uses a particular pattern when reading your email message.

Minimal Text

Your emails should be concise and straightforward. Avoid using large blocks of text, as they discourage the recipient from reading through your email.  Your email marketing newsletter should feature the title of the article you choose to include, as well as its description.

Clear Call-to-action

Your call-to-action button should stand out from the rest of the content on your website.  This ensures that your email recipients can see the action you want them to take. The easiest way of making your CTA outstanding is by using contrasting colours.  

Minimise Ads

Email marketing the most effective way of sending promotional messages to consumers but recent studies indicate that consumers favour informative emails over messages filled with adverts and promotions. You should make sure that your email content is mostly informative and minimises ads.

Social Links

Most people who use the internet have a social media account. You can boost your email marketing strategy by including social buttons in your messages. These buttons make it easy to share your content, and also provide a way for your audience to access your social channels.

Use a Customer Resource Management System and Follow-up Regularly

A CRM system allows you to track the interactions customers make with your brand.  When you understand the behaviour of your audience, you can craft an effective email marketing newsletter. You should also send follow-up emails if a consumer doesn’t follow through on the CTA after having pressed the button.

Use Personalised Videos

By including personalised videos in your email marketing newsletter, may you grab the attention of your customer. Make sure that a compelling description accompanies the video.

Leverage User-Generated Content

The effectiveness of user-generated content goes beyond social media. Repurposing such content as part your email marketing strategy can grab the attention of readers and increase sales.

User-generated content is authentic and more engaging than other forms of content. People are more likely to convert and buy your products when they see others using them. Also, a streamlined visual marketing approach in all channels can strengthen relationships with consumers.

Offer Positive Disruption

Positive disruption offers a change from the usual messages and spurs thinking. You should understand the needs of your audience. Your email marketing newsletter should provide readers with the latest trends and industry, as well as useful insights, opinions, and solutions.

Creating Email Marketing Newsletters

The art of crafting a compelling email marketing newsletter is a must-have skill for all marketers.  Your emails should have a subject line and pre-header text that encourages the recipient to open the message. Regarding content, it should be relevant, accurate, informative, and feature engaging graphics.  You should also make your CTA outstanding by using contrasting colours.

If you master this skill, your emails will become more effective, which means more conversions and sales for your business.

Direct email marketing in Singapore has been at its optimum since the popularization of email marketing. This is due to the goodwill of the government to create a conducive environment for both international and local business.

7 Must-Follow Email Marketing Ethics You Should Adhere To

1: Consistent branding is important

It is easy for your target audience to dismiss your emails as spam if you are not consistent with your messaging and branding. The message should rhyme with what your brand is known for, and this can be in terms of design, layout, and colours.

If the audience is already conversant with your brand’s themes, colours, and design but receives a message from you that seem to be inconsistent, they will develop suspicion immediately, and that could affect your sales. Sadly, many organisations disregard this essential element of email marketing ethics because they don’t understand its impact.

The message you sent to your email list must not necessarily look like your website. However, they must incorporate most of your brand’s unique identifiers such as the logo, slogan and proper styles that reflect your online identity. Inconstancy is, in fact, one of the reasons why the targets ignore their favourite brands’ emails because if things don’t add up, then there is a strong chance the message is not credible.

2: Creation of email lists

This is the second most important commandment of email marketing. However, some individuals and businesses often misunderstand it. You see, if you don’t understand how your target will interpret your emails, you’re more likely to do it the wrong way.

For instance, it is fairly common for a business to immediately embark on pumping tons of emails to a large number of people without stopping to check the credibility of the email addresses. This strategy, most of the time, is never successful because the targets would block you or mark your emails as spam. In extreme cases, the search engine might flag your brand for spamming activities and block your mail ID – that can be disastrous.

A business that’s serious with email marketing ethics invests its time and efforts to establish its email lists instead of buying them. Creating your email lists would certainly involve you requesting for the consent of the visitors. That happens when you ask you’re the visitors to subscribe to your newsletters and other materials.

Fortunately, there is more than enough apps you can add to your marketing intelligence system to track site’s visitors and those who subscribe to your newsletters, all which will help you create your custom email lists. The best part about creating your custom email lists is that they tend to be more productive and responsive.

3: Adhering to a schedule guarantee predictability

The rate at which you send your messages, whether it’s weekly or monthly, doesn’t matter much as long as you maintain a level of predictability. A predictable schedule allows your readers to know when to lay in wait for your next communication. Targets are less likely to unsubscribe from your service if they realise you only send your messages on a specific day of the week or month.

Although they may not read every message you send to them, they’ll rest assured that the next copy will be on schedule on a specific day. An unusual schedule would translate to unusual results. If you must make special promotions and announcements outside your schedule, ensure that they’re attention-grabbing.

The mere fact that they appear outside the schedule is an attention-grabber. But don’t overdo it; people would find a reason to unsubscribe if you keep bombarding them with promotions and information.

4: Give your subscribers something valuable

Many businesses would use the monthly newsletters to inform their current and potential clients about the current events taking place in the organisation and the plans, discounts, and promotions. Although this may look a great way of staying in touch with your subscribers, they will begin ignoring your emails if you don’t, once in a while, offer them something that adds some value.

It is a basic email marketing ethic to award your subscribers with promos, e-books, exciting blog posts, latest industry publications or anything of value. Be mindful of your subscribers’ necessities, and they might return the favour.

5: Give your subscribers the freedom to opt-in and opt-out

Another basic ethic of digital marketing: let your subscribers opt-in and out of your list freely. You can check opt-in at tow levels. Firstly, once the subscribers have submitted their details on your website, you can ask them to confirm the subscription via the email verification.

Email verification helps the marketing department to know that the brand’s emails are being delivered to the right person. Secondly, you can add an opt-out option at the bottom of every email you send to give the subscriber a second chance to unsubscribe if they are no longer interested in your emails. Once the person has unsubscribed from your list, you are obliged to cease sending more messages to their email addresses.

6: Focusing on the subscribers’ needs, not their money

Subscribers don’t want to be prodded into buying your products or services now and then. Although emails are strictly used for marketing purposes – at least regarding email marketing strategies of a company – you should not make your interests to be the A and Z of every email you send. Rather, you should seek to tackle subscribers’ issues.

For instance, you know your subscribers would want to buy things in bulk during holidays, so this would be a good opportunity to offer them massive discounts on a range of items. You also know your customers would like to experience your latest products before buying them, so this would be an excellent opportunity to give them free trials.

Consider designing your sales pitch in such a way that it seems to place the customer first before anyone else. Your calls of action need to be decent too; think of outlining the benefits of the product or service rather than just the price and cost.

7: No exaggeration

If the subscribers learn that the content of your email didn’t live up to your promise, the first thing they would think of is to unsubscribe. It could turn worse and end up in the hands of authorities for misleading advertising. You can avoid all these by ensuring that your emails are honest or at least promises something practical.

If you follow the above tips and guidelines, you will be well on your way to succeed in creating a great email marketing campaign for the Singapore market. MediaOne can help you get the best results by creating a robust campaign for your brand and monitoring it to ensure that it delivers the expected positive results.

This service will free up your daily schedule and give you ample time to concentrate on other equally important tasks in your business. Get in touch with us today for more details about this and other digital marketing services we offer in Singapore.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

December 05, 2018

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