Email marketing is one of the most cost-effective marketing tools available to you.
With a carefully crafted, engaging email, you can communicate with either new or existing customers quickly and, more importantly, in a way that can be tracked and monitored for success. News, offers and promotions can be distributed via email marketing at a fraction of the costs associated with many other marketing methods. You can tell what works and what doesn’t, you can test different Subject lines, you can identify who has clicked through to your website. It’s flexible, it’s manageable, and it’s highly affordable.
Your recipients can be targeted and segmented so that the right message(s) get through to the right people, and when integrated with social media and your website, email marketing provides a powerful way to draw people to your business’s products or services. What’s not to like?
Worth the investment? You decide…
The average Return on Investment (ROI) for email marketing in the UK is 2,964%. That equates to £29.64 for every £1 spent (according to the DMA).
What to look for
Good email marketing achieves measurable results. If a campaign is well targeted, well designed and well written, and has an enticing Subject line, it can discourage spam filters from blocking it. If it is also timed so as not to overwhelm or irritate, it can discourage people from unsubscribing and will stand more chance of being opened, read and acted upon. At Just Us we’ve been helping clients with email marketing for years, so we know a thing or two about creating the most effective email campaigns.
The most successful campaigns, unsurprisingly, are those that target people who are already interested in what you have to offer. Having the email addresses of your existing customers is a good start, but you ought to be able to split them into categories, allowing you to segment and focus your messages more acutely for each group. This means having processes in place to capture all the relevant information for them. And if you don’t already have a comprehensive database of opted-in customers, we can help to build it for you using tried and tested lead generation techniques. We can help with segmentation and targeting, and create compelling and engaging emails that capitalise on the data you own.
Did you know?
The four most important indicators with email marketing are Open Rate, CTR (click-through rate), Conversion and ROI (return on investment).
B2B marketers saying that email is their most effective revenue earning channel
B2B Magazine, USA
Amount by which B2B click-through rates are higher than those of B2C
Amount by which open rates for segmented campaigns are higher than non-segmented
The best open rates are achieved when sending email on:
Email Marketing doesn’t need to be all about HTML emails, and we often recommend that a client considers using text-only emails. Many people claim to like HTML emails, but the truth is that plain-text emails generally get higher open rates (hubspot.com).
Most recipients are also more inclined to reply to a regular text email than to what they perceive to be a ‘mass mailed’ HTML email (perhaps just to say they are not interested in what you are offering at the moment, but might be in the future)! By mimicing your in-house email style and adding your regular email signature to it, this sort of email has the appearance of a more personal message from one individual to another, and consequently tends to be more influential and persuasive.
Share your thoughts with us and let us know how we can help to strengthen your marketing with some well planned and executed email campaigns. Call David Merrifield on 01934 820854 now or send him a message.