An Intern’s Point of View on Email Marketing >

 

If you had told me a year ago that I would be interning for an email marketing agency, my first question would have been, “There are agencies specifically dedicated to email?” I had no idea how much value a single email can bring to a business. But I quickly learned that many successful businesses hire an outside agency to help create engaging and relevant content that aligns with the business’s values and goals.

Unlike traditional internships that consist of busy work and making coffee for the office, BrightWave’s internship involves real, hands-on experience with their clients and email programs. As a BrightWave intern, I’ve learned more about not just email, but digital marketing in general than I ever could in a classroom. And, future interns can expect to learn some of the same things I have, like these three takeaways:

 

Takeaway #1: Email is the most powerful digital marketing tool.

A few short weeks of working at BrightWave taught me that email is a growing industry. It’s easy to give all the credit to social media platforms for the information we consume. However, receiving a personalized email in your inbox can generate more leads and sales than a random post in your social media feed.

Also, email allows businesses to connect with target audiences on a regular basis. Those that subscribe to emails want to hear more about the brand, products and services offered. This is a business’s chance to generate more customer loyalty (and even attract new customers) by constantly informing and educating current subscribers via personalized messages.

 

Takeaway #2: Send emails with purpose.

I’ve also learned that you should never send an email just to be sending one. That is the quickest way to lose subscribers– and customers for that matter. Sending the right message to the right person at the right time can be the difference between your audience taking the action you want them to take (like making a purchase) and passing over the content you sent them.

You should be able to answer this question: “Why am I sending this email?” If you can’t answer this, then it’s time to get clear on your email strategy and audience.

 

Takeaway #3: You don’t “just make an email”– there’s a specific plan and process.

It was surprising to learn how much time goes into creating an email. Multiple people, different talents and lots of time are required.

First up is writing a brief to initiate the campaign. The brief contains all the information about the project and is shared with everyone who is involved. Following the brief are internal and client meetings about the project, which officially get the project in motion.

Next, copy is written for the emails which may go through many rounds of edits to gain the client’s approval. (Beginner’s tip: Copy choices are very important to an email. Without the message, there is no email and no place for tech, strategy or creative.)

After the copy is written, the email goes into the design phase. Designers are responsible for creating eye-catching emails that match the client’s brand. Once the design is approved, the email gets coded. This is when the email goes from a concept to something sendable!

An important last step is quality assurance. This ensures that everything in the email is functioning properly and there are no errors. Finally, the scariest yet most exciting part of the process: deployment. Pressing send can be a scary thought but knowing all the hard work has come together for a final product is extremely rewarding.

 

Since joining the BrightWave team, I open emails I’m subscribed to much differently. I’ve also had the chance to work with some pretty incredible people who are passionate about helping clients reach their potential through the world of email marketing. Even though my summer at BrightWave is coming to a close, I know I have barely scratched the surface of what this industry holds. I could not be more grateful for the opportunity to serve on the client service team and learn why this industry continues to grow and thrive.

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