scmarketing

The benefits of email send outs to your business

While there’s constant innovation in digital marketing techniques that form part of an overall marketing strategy, one tactic that has remained a constant is email marketing. We would go as far as to say it’s the workhorse of our industry, the linchpin of a marketing campaign.

While we embrace social media as a key tool to engage with a wide range of audiences, its use should form part of the wider marketing strategy to help increase brand awareness. The Rule of Seven may be old but should still be taken heed of. It should be in the back of your mind that a marketing message needs to be seen or heard seven times by a prospect before they consider buying from you. So, considering all communication avenues at the outset, including email, is important.

But why email?

Reports indicate that email is 40 times more effective at acquiring new customers than Facebook or Twitter*. In general, the recipient has at some point given their email address to you to receive further information so this gives more chance of recognition.

But how do you get email addresses in the first place? If you’re starting out, consider creating a ‘newsletter sign up’ function on your homepage. And then, make sure you add this sign up to all channels from Twitter through to your blog page. But don’t put people off, make the sign up as simple as possible.

Marketing campaigns need to not only be tailored to your business but also your customers. Personalisation is the main buzz word here. Those on the receiving end want to feel special and know that the products or services in that email are considered and tailored to them. So, once you have an email address perhaps consider sending them a special offer with a discount voucher as a thank you.

Being relevant is imperative

Ensure a subject line tells it how it is. You’re more likely to succeed with the recipient opening the email and subsequent click through if the subject line explains what’s in store rather than be too quirky and ambiguous. And, once you have their attention, content in bite size chunks is much easier to read.

If you’re embarking on an email campaign, it’s a good idea to check with your digital agency whether it will be mobile optimised. Reports show that 53% of email are now opened on a mobile device*. Therefore, ensuring the newsletter template is optimised for mobiles is crucial.

What’s important is to keep your strategic goals in sight to ensure that an email campaign is designed to target specific customers and leads for the maximum impact.

Email marketing agency Croydon

At Smart Cow we work in partnership with Constant Contact to provide you with an unprecedented level of service and expertise for all of your email marketing campaigns. Call on 020 3137 1826 or email saymoo@smart-cow.com to find out more.

*Source: Campaign Monitor – Email Marketing New Rules