Email marketing

People are now reading their emails on the move, on the train, while they drink coffee, exercise or walk the dog. The majority of people prefer permission based marketing but, how do you stand out from the crowd, when in-boxes are becoming increasingly busy?

Engaging customers

Technology is driving a change in marketing techniques and consumers are looking for increasingly meaningful engagements to catch their attention. This is where the traditional techniques of marketers join forces with digital, to deliver messages that are personalised and of interest.

Your customers want to engage with your brand but they need to be offered a message which is relevant to them, this could be a monthly newsletter, an event invitation, an announcement of a new product or a special offer. However, in order for them to open the email, it has to do much more than just address them by name.

We know from research that 22% of subscribers will open an email which has a personalised subject line but few small and medium sized businesses have any knowledgeable data of their customers apart from a name and an email address. Your success with building customer relationships will depend on collecting and organising data and, as you increase that knowledge, you will be able to build up personas of your customers and improve conversion rates.

For example, do you know when your customers are online? Planning the day and time of your email campaign has a real impact on its success. The same can be said of what devices are your customers reading their emails on – mobile, desktop or tablet? What kind of browsers do they use? Will images automatically download or be disappear from the visual?

Generating leads effectively

Email is almost 40x better at acquiring new customers than Facebook and Twitter (McKinsey & Company 2014) and 42% of businesses say email is one of their most effective lead generation tactics which is not surprising when you realise that 122,500,453,020 emails are sent every hour (MarketingProfs 2014).

Personalising campaigns

Obviously it takes time to plan a campaign, ensure it is personalised, craft a perfect subject line, ensure the call to action is written well and displayed correctly, and that the content is engaging, informative and relevant – particularly the offers. You also have to be sure you haven’t factored-in email characteristics that trigger Spam filters. It’s part of the ‘art and science’ that goes into email marketing.

If you would like us to handle an email marketing campaign on your behalf, plan A/B testing, write content, deliver, track and analyse results then please email or phone us. We can also advise on how to build up your email lists for future mailings as we do not advise working with bought-in or shared email lists.