There are many providers of technology toolsets for business. One of the reasons that Google is a powerhouse in this area is that they’ve stayed hungry and innovative. The company continually updates and enhances G Suite, which is great news for the companies that rely on it.
G Suite Email Marketing
A G Suite component that many marketers capitalize on is its email marketing capabilities. Email has been called the “holy grail” of outreach tactics, since it’s quick, easy, affordable, and when done right, effective.
According to an Email Marketing & Marketing Automation Excellence Report about the benefits of email marketing, companies surveyed provided a long list of reasons this tactic is important to them. Mentioned most frequently are:
- Generating more leads (23% of respondents)
- Increased sales (19%)
- Increased conversion rates (17%)
- Reduced marketing costs (13%)
- Higher-quality leads (12%)
These advantages result in a return on investment (ROI) that can be as high as 4,400%. Yes, you read that right! That’s $44 for every dollar spent on an email marketing campaign.
The Case for Third-Party Email Hosting
While some companies still manage their email on their own server, increasingly organizations are relying on third parties like Google to host their email. There are many reasons for the trend, including this approach:
- Removes load from the web host server
- Provides authentication of outbound mail DKIM and SPF, which prevents email spoofing
- Is not tied to the IP addresses of the web host
- Best practice tip: separate your domain registrar, web host, and email host
- Provides predictive composition services
In short, as technical experts like to say, a service like Gmail “just works.” You don’t have to do much of anything to have your email work properly.
Understanding GDPR and CCPA
If your company does email marketing, it’s important that you understand the General Data Protection Regulation (GDPR). Passed by the European Union (EU) in 2018, the 88-page regulation is the toughest privacy and security law in the world. It imposes significant fines (tens of millions of euros) on companies that violate it.
This new standard has been adopted by all the leading companies that offer email services, and you may see reference to “GDPR-compliant” in their marketing materials. To comply with the regulation, companies need to do things like sending an email to someone who has signed up to receive emails in order to confirm that the request is legitimate, provide a way to unsubscribe from email lists, etc.
The California Consumer Privacy Act (CCPA) is a modified version of GDPR that is similarly designed to help protect consumer data. Enacted in 2018, it requires companies to allow consumers to opt-out of mailings, get details on the data that the organization has about them, have their data deleted, and so forth. A benefit of the G Suite Admin Console is that it provides an easy way to access, export, and/or delete user data as needed.
Tips for Improving Your Email Conversion Rate
Email is, in general, a very effective way to connect with customers and prospective customers. However, there are tactics you can use to improve the “conversion rate” in your emails—meaning that recipients take the desired action. These tactics include:
- Creating animations
- Using form fields to craft effective emails efficiently
- Developing eye-catching and informative email signature lines
The Power of G Suite
G Suite email marketing really shines in how it enables collaboration and streamlines processes. For many companies, it becomes the cornerstone of their “technology stack.”
Some of the areas that are especially important are:
Organization and automation
- Creating groups, organizational units, and permissions
- Managing multiple domains
- Using the available APIs (application programming interfaces) to create integrations with other systems
- Device onboarding and management
- Excellent user experience
- Great administrative user experience (and less IT oversight needed)
- Robust search
- Documents (full text!)
- Admin console
- Reply suggestions and predictive text
- 2-step verification
- Two-factor authentication
- Blocks suspicious login attempts
- Login challenge
- API available to perform best practice user management
- Detects and removes phishing and other malicious emails from inboxes
- Excellent spam filtering
G Suite also provides many other unique and helpful apps, including Google Keep (for creating and sharing notes), Google Classroom (an intuitive tool that helps teachers manage coursework and curriculums), Google Vault (for retaining, searching, and exporting data related to eDiscovery and compliance), and Google Meet (video conferencing), to name just a few.
Leveraging G Suite to Power Your Business
Whether you capitalize on all the features and functions in G Suite email marketing right from the start, or implement a few core tools initially and expand from there, Google offers something for every business. And because the company has such a wide range of technology initiatives to pull from, you can expect that G Suite will continue to evolve and grow to help marketers be even more effective in their work.
Click Freaky Fun Friday to join us for another session of Freaky Fun Friday as we learn about the latest in technology for small businesses.