Speak to most digital agencies and they’ll probably tell you that email marketing is dead and that you should focus on other digital marketing channels. That’s probably because it’s difficult to master and produce great results and – to let you into a little secret – agencies struggle to monetise it as a service. Email marketing has been at the core of what our team has been doing for both ourselves and our clients to generate new business and we’ve never experienced an unsuccessful campaign. That’s most likely due to our strategic approach to email marketing that you wouldn’t find most other digital marketing agencies taking the time to devise!
If you’re running email marketing campaigns, it is important to you constantly build and maintain your database and structure it so that you can easily segment the data for your campaigns. If you don’t, you may find yourself contacting people with an irrelevant message and creating awkward situations with confusing communications between yourself and the contacts in your database.
If you don’t already have a database, or if you need to obtain more data, we can help you find ways to generate more subscribers and purchase data from trusted sources, if necessary. With the new GDPR laws coming into place in May 2018, we recommend that you “double opt-in” as many of your subscribers as possible straight away to ensure you comply with these laws in advance.
Your messaging is extremely important as it will determine whether or not a prospect feels they are interested in your offering and – as a result – directly impacts the success of your email marketing campaigns. Our approach to email marketing messaging includes using the following messaging:
Our approach to email marketing is based on a four-stage process, which consists of the following:
- Introductory email
- Service/product-focused email
- Follow-up email
- Confirmation email
The response you will get from an initial bulk email will be fairly minimal, however if you send one “follow up” email – just checking that your prospects received the bulk email – you will get a slightly higher response. The most responses, however, come when you send a “closing” email, i.e. an email that apologises for pestering your prospects and gives them one last chance to contact you before you stop reaching out to them.
You will need to have a landing page in place for each of your emails to capture leads and/or sell your products.
Having a landing page built specifically for each of the emails you send is the best way to generate as many enquiries and sales as possible; the more relevant the landing page, the easier it is for your customers to complete the desired action. We can create bespoke landing pages for you that are focused on capturing leads.
Naturally, some of your prospects will simply reply to the email you send, so you must also make sure you have a process in place to handle these responses.
Timing is as important as ever with email marketing; you need to find the right balance between maintaining your prospects’ awareness of your brand and products/services and not bombarding them to the point that you become an annoyance. You should segment your audience based on as much information as you have about them, but also based on their responses to your previous emails; contacting those prospects more regularly if they’re receptive to them.
It’s also important to take advantage of seasonal trends and how these might affect the timing and messaging of your communications.
Our pricing for managing your email marketing activity will depend on the extent of the work you need to outsource. For example, you may wish to outsource the whole operation entirely, or you might just want help with segmenting your data and sending the email. Either way, we’ll price up the service for you in advance and our fees will be fixed for as long as you need us to provide the same level of service.
If your organisation operates within one of our specialist sectors, we can provide you with an even more enhanced email marketing service. We can apply our many years of experience and deep knowledge in your industry to your campaigns to provide an even more strategic and effective service. Our specialist sectors are: