Email Marketing

Launching an effective email marketing campaign involves a level of planning that we strongly recommend considering. Items include:

  • Are you just looking at running a simple list campaign (an email sent to a list of people that have opted in to receive it) or will it be playing the part of a wider integrated marketing campaign? 
  • Is it purely acquisition based or part of a customer relationship strategy? Defining how it’s going to be used will help with the marketing proposition and inform the creative process.
  • You also need to consider testing and how you will handle responses. For example, do you need to increase server load if driving to a website or specific web page?

Setting and managing expectations and objectives is necessary from the outset in terms of the role that email marketing has to play. Key questions you should be asking are:

  •    What's your click to conversion rate?
  •    What's the effective ROI (Return On My Investment)?
  •    What's your expectation of it as part of the wider marketing mix?
  •    Whats my target audience
  •    Have I got done adequate data preparation
  •    Should I run it in-house or outsource?
One of the most important areas of email marketing is deliverability. Good delivery rates can be achieved by using good email practice, these include: 

  • Appropriate subject lines and copy
  • Not creating an email as one image
  • Using accredited suppliers like a bonded sender
  • Careful management of volume and frequency
Once the send button is clicked the major benefits are immediate. Vital information can be gained in a short space of time, allowing you the flexibility to amend and adjust a campaign and dispatch it quickly. 

Managing response effectively is also important and includes dealing with bounce-backs and un-subscribes as well as addressing what the response is telling you. The click to conversion rate will also tell you if you are acquiring or communicating profitably! Plus it's not just about clicks, How your customers want to engage with your business and your brand, and how you follow up that process is also important.  

With so much to plan for, if you would like us to advise,manage and support your email marketing activities, please give us a call on 0871 871 3099