Email Marketing Services Leicester
How does Email Marketing Work?
Email marketing is a form of direct marketing, which uses electronic messages to communicate commercial messages to an audience. In its broadest sense every email sent to a customer or potential customer could be considered to fall under the umbrella of email marketing.
The term email marketing was seriously damaged following the explosion of spam during the formative years of the internet. However, recently email marketing has received growing acceptance as a marketing channel that can be used to attract new customers, not just develop relationships with existing ones. Therefore there are two main purposes of email marketing:
In the UK the size of the market for email marketing platforms and services reached £178 million by the end of 2006, a 20% rise from the previous year.
The permission based email marketing industry as a whole is now valued at in excess of $8 billion in the US. This looks set to grow considerably more with almost two-thirds of B2B marketers and one-half of B2C marketers planning to increase their use of email newsletter sponsorship
Emailing your Current Customer Base
The invention of the email has resulted in an extremely cheap way for companies to contact and keep in touch with their existing customers. However, few companies make the most of the email marketing opportunity. By providing your customers with special offers and interesting and useful email newsletters you can significantly enhance loyalty, keep your company in your customers’ minds, and ultimately create an increase in sales.
Before embarking on an email marketing strategy with your existing customer base it is advisable to purchase or license software that allows you to track and monitor the success of your email marketing campaigns. The golden rule of marketing is to measure and track everything you do. Email marketing should be no different.
Email marketing software will also often allow you to create email templates, segment your customers based on click-through rates and conversions, and adjust content to meet your customer’s needs. Having an interesting and informative email newsletter also allows you to offer a sign-up facility on your website, capturing people’s email addresses for future marketing purposes.
Attracting and Acquiring New Customers
The industry for cold email marketing is very misunderstood. It is often likened to sending out spam, and naturally many companies are very skeptical about its benefits and potential. In reality, when done properly, email marketing is one of the most cost-effective ways of building awareness and generating sales.
Research shows that more than 88 percent of online consumers have made a purchase as a result of receiving permission based email.
There are 3 main ways in which email m...
Tips for Creating Email Newsletters
1. Decide on the aim of your email newsletter. Is it to drive traffic to your website, improve customer loyalty, generate additional sales, or generate advertising revenue? Keep your goal in mind when designing the newsletter.
2. Decide on the frequency of your newsletters and stick to it. Sending newsletters monthly tends to work best but weekly updates can also work well when they contain valuable information. Send the newsletter out on the same day each week or month to prevent the impression that one is sent out when things are quiet.
3. The headline is very important. "This month’s newsletter" doesn’t entice recipients into opening it. Asking a question can be a good way of creating intrigue.
4. HTML emails actually tend to work better than text-only emails. Research shows that people have a close relationship with their inboxes and as a consequence value email designs even more than actual website designs. As an alternative you could always ask recipients to choose which format to receive when signing up to your email newsletter.
5. Use first names in the email if possible. Research shows that over 80% of people have mistakenly labeled an incoming email as spam because they didn’t recognise the company or forgot that they subscribed to their mailing list. By using their first name at the start of the email or even in the subject line, this reminds the recipient that the email is valid.
6. Don’t talk about yourself. Phrases such as "in the last month we’ve added a new section on…" or "we’ve been making excellent progress recently, resulting in our move into new offices…" should be avoided. Your customers want to hear about how you can help them, not how they’re helping you.
7. Email newsletters can be a valuable research tool as well as having the advantage of showing that you care about your customers. Ask for feedback, product or service suggestions, or even run a poll to see what your customers really think.
8. Customer interviews work well, particularly when done in a question and answer style. You could even introduce a customer of the month award.
9. Don’t waffle. People have short attention spans online so get straight to the point - an introductory paragraph is not necessary.
10. Generate click-throughs by having corresponding URLs for each topic that yo...