Email marketing is direct contact from your business to existing or potential clients via email. Think of it as direct mail but without the wasted paper, print, plastic, fuel, time and money!
A typical email marketing campaign will have one of two main objectives:
- Customer Retention:
Targeting your existing customers, to maintain and enhance your sales levels and business profile.
- Customer Acquisition:
Promoting your business and its products and services to new customers.
Campaigns with either objective will consist of three basic elements; Data, Design & Delivery.
data: identify your target audience and how to reach them.
Step one is to source the email addresses that will generate the best response to your campaign. It could be a list from an external source or data you hold in-house. Consider techniques to maximise your campaign’s success, such as incentives, discounts or gifts.
design: combine graphics and copy for optimum impact.
A successful campaign depends on communicating your message as effectively as possible, both visually and verbally. A combination of concise, effective copy and the perfect combination of colours, images and graphics will make your message impossible to ignore.
delivery: implement and evaluate your campaign.
Before pressing “send”, think! Can your email be read by different email packages and web browsers? When is the best time to send? Do you need to stagger delivery so you can manage all the responses? Not everyone remembers to take all these issues into account.
Once the emails have been sent, it’s time to analyse the results: How many people have opened your message? How many clicked though links? How successful was the campaign? What can be learned for next time?
Emailmovers can help you with any or all of these tasks, as well as a host of other services. Contact us on 0845 226 7181.
