TARGET FANS OF YOUR BRAND WITH
High ROI Email Marketing
£30 return on investment for every pound spent 
For most businesses there are few factors that matter more than the return on investment. The UK based Direct Marketing Association carried out a survey of its members in 2017, and found the average return on investment, for email marketing for every pound spent was £30.01 .
86% of consumers like emails from companies they know 
According to marketingsherpa.com, 86% of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily .
You therefore have the opportunity to send your messages instantly to people who want to receive them; just think about that for a second!
See results within minutes
Email is nearly instant, we all send them every day and know its speed.
Businesses can start seeing responses within minutes of the emails being sent, as a good campaign should create a sense of urgency and convince subscribers to take immediate action.
Whilst it does take time to craft and effectively manage effective email marketing campaigns, you should not lose sight of the speed of email and the opportunities this presents.
Using the main email platforms
Most businesses already have lists of past enquirers and customers, even if not in electronic format. The potential value of this resource should not be underestimated. The first job with any list is to organise it into names, email addresses, and any other useful data you have, such as gender, age, previous purchases, etc.
If you currently do not have a list you have two options:
a. Start creating a list – the best strategy
b. Buy a list – we are not fans
See our discussion of these options below.
There are a large number of ways that you can start capturing customer and prospect details to building your email list, some ideas include:
- If you have premises, start asking for people’s details who enter the premises, for example via a ‘sign up for special offer’
- Go through all past correspondence with all clients and enquirers in your business, and start documenting this into a list.
- On your website offer incentives for people to sign up and leave you their email address, often called lead magnets:
- Free eBook, white paper, or ‘how to’ which would be useful to them.
- Free tool, for example, a loan calculator, currency converter, etc.
- Sign up for exclusive offers.
- A free webinar.
- You are only really limited by your imagination.
- Set up a relevant pay per click campaign on Google AdWords or Facebook Ads that will drive traffic to your website, visitors that may want to subscribe for what you are offering – if well managed, this can be an extremely effective way of building your list.
Our email marketing services include these, and many other list building tactics.
There are many companies who sell email lists, and this does look a very appealing option compared to the more time-consuming option of building a list from scratch. There are though many risks which could cause very low returns; disadvantages include:
- The list has already been emailed before, including your competitors, so people on the list will be tired of what you may be sending them.
- The data is inaccurate, such as incorrect names, users will mark you as spam.
- Typically, emails are sent out via an email service provider such as AWebber , or MailChimp , and a purchased email list will probably violate their terms of service.
- For more disadvantages see article 8 Dangers of Buying an Email List .
Direct email marketing can work very well when the recipient has subscribed and trusts the sender. When buying a list, you have no relationship with the recipient, so by default the campaign will be less successful.
The concept of email is simple, but the practicalities of sending out 1,000’s of emails raises many technical challenges, which means this cannot be done without robust software. Below some of the challenges that will be faced if you do not use good email management software:
- Flagged as a spammer – emails from desktop software like Outlook will probably get ‘flagged’ as a spam, as all are sent out at the same time, so are likely to be blocked by your ISP (Internet Service Provider). The emails will not be received, and you have the hassle of getting your email address unblocked. Email management software breaks up the email delivery thus preventing this from happening.
- Website blocked - if your website is hosted on the same account as your email (which is common), then your ISP email ban could also cause your website to be blocked stopping all browsing.
- Cannot unsubscribe – software such as Outlook does not allow people to unsubscribe, so you are more likely to be marked as spam.
- Cannot deliver – programs like Outlook are not set up to send large volumes of email, so will probably fail to send out all your emails.
For any company who is going to use email as part of their marketing mix, a professional email management platform is essential, and our email management services would help you set this up.
In addition to getting around the technical challenges of sending out 1,000’s of emails, email platforms will help you manage your campaigns better and find out:
- Who opens your emails and who is ignoring them.
- If anyone has marked your message as spam.
- Click rates and which links get the most clicks.
This will help you to optimise future campaigns to increase their performance.
You can also schedule messages to be sent at specific times, and if you ever decide to take over the management from an email marketing agency, you can easily do so.
There is the cost of the email management software, which can start from as little as $10 to $199 per month (more for large volumes).
You also need to budget for other work relating to setting up and managing campaigns, such as:
- Segmenting your email lists.
- The text for the email plus associated graphics.
- The email template designed and set up.
- Integrations set up with sign up forms, such as website forms.
- Website pages possibly set up, for specific ‘special offers’.
Why email works?
Many forms of digital marketing have been and gone, but email continues to be extremely effective for those who use it to build relationships, and take advantage of its low cost and ease of use when compared to other forms of marketing.
It is 6-7 times more expensive to acquire a new customer than to keep an existing one . Are you saving money by targeting existing customers?
Many companies forget that an excellent source of new business can be their existing customers, and past enquirers.
Depending on the size of your business and how long you have been collecting data, you could have a large valuable database ready for mailing.
Email marketing only incurs the costs of the management and content creation, avoiding such things as:
- Expensive ads from third party platforms.
- Time for search engine optimisation.
Easy to create
The software platforms are user friendly, so sending out email does not need to be complicated. We can do this for you or set this up for you.
The fact that email is so easy is its greatest advantage and disadvantage.
So many email campaigns are poorly planned and fail.
We often add most value to our clients by helping them:
- Collate their database into logical groups.
- Think about specific messages to each group.
- Set up their email their platform to reflect these points.
This gives a structure to all emails to be sent out.
Easy to share
Social media has thrived on the nature of people to share with others. Businesses often forget this huge benefit of email.
If your companies email messages are genuinely useful and add value, it is likely that some of the people you send your emails to will share them with others.
People often mix with other likeminded people.
Let’s say for example you are plumbing company that specialises in new domestic boiler installations, and you have a large number of homeowners as past clients.
It is likely that those homeowners will know other homeowners.
So, if your messages are of genuine interest, and if you give people and incentive to share, you may be surprised how many people will share your emails with others.
Using the main email platforms
- “DMA Insight: Marketer email tracking study 2017.” dma.org.uk
- “Email Research Chart: How often customers want to receive promotional emails.” marketingsherpa.com
- “AWeber.” aweber.com
- “Mailchimp.” mailchimp.com
- “8 Dangers of Buying an Email List.” blog.hubspot.com
- “Constant Contact.” constantcontact.com
- “Infusionsoft.” Infusionsoft.com
- “How did email grow from messages between academics to a global epidemic?” Theguardian.com. 2016.03.07
- “How to Attract Your Past Customers to Increase Your Sales and Revenue.” conversio.com. 2015.06.11
- “Global Consumers more likely to buy new products from familiar brands.” nielsen.com. 2013.01.22