Email Marketing

Target fans of your brand with high ROI email marketing

Concept image of sending an email

£30 return on investment for every pound spent [1]

86% of consumers like emails from companies they know [2]

See results within minutes

Using the main email platforms

Frequently asked questions

1Where do I get my email list from?

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.

2What if I do not have a list?

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.

3How do I build my list?

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.

4Can I buy an email list?

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 [3], or MailChimp [4], and a purchased email list will probably violate their terms of service.
  • For more disadvantages see article 8 Dangers of Buying an Email List [5].

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.

5How are the emails sent out?

As an email agency, we use the top email managers like Mailchimp [4] or Constant Contact [6], and for more advanced campaigns Infusionsoft [7].

6Why do you use email software?

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.

7Other benefits of email platforms?

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.

8What are the costs of direct email marketing?

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’.

Your cost will depend on how much you employ an email agency like ours to do. To discuss further, please call Mike.

Why is email so powerful?

There are few mediums that allow immediate marketing direct to potential buyers like email

Concept image of opening an email

Why email works?

 
Email continues to give great returns to those who use it well

Concept image of email on a computer

 

Using the main email platforms

 

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