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Part 3 of my blog on Digital Marketing looks at 'Email Marketing' and how effective this is for businesses as part of a marketing strategy.

Part 3 - Email Marketing

Email marketing continues to be a popular and cost effective method of direct marketing mainly because it produces good results for businesses in terms of customer interaction and engagement, building and maintaining customer loyalty, as well as generating brand awareness. Email marketing, however, must be executed correctly in order to be successful and carefully targeted email campaigns will produce the most effective results which will generate more traffic and conversions to your website.

Email marketing is an effective method of direct marketing as it provides an immediate and personalised message to the reader, enhancing your relationship with customers and maintaining customer retention. Email mailings can reach out to a selected targeted audience and can be formatted to detail the information you choose such as; company branding, industry news, information, knowledge sharing, latest updates, special or limited offers. Email mailings can be sent to external bought lists or a company’s internal database of contacts which might include previous or current customers and enquiries to generate new business.

What is Email Marketing?

Email marketing refers to the use of email communications within a defined marketing strategy to reach an audience and influence specific business goals.

Emails are used effectively by almost every business. Email, although an 'old' method of advertising/promoting has been proven to general sales time and time again; whether that be to generate sales, enhance customer engagement (newsletters), acquire leads, create brand awareness, reward customer loyalty, or retarget cart abandoners.

Email Design

A bespoke email campaign designed specifically to your requirements means you can be creative and imaginative, choosing your own content, layout and customised design. Your mailing can incorporate your company branding, logo, visual images or multimedia to make your email message interactive and eye catching for the reader.  The subject line is an important factor in your email and can determine whether someone opens and reads your email so this is worth some consideration.  

Benefits of Email Marketing

The benefits of email marketing include:

  • High ROI when done properly
  • ROI can be tracked and measured easily
  • Effective method of online marketing
  • Cheaper and faster than traditional marketing
  • Can send high volumes of emails
  • Can use different marketing content for different campaigns
  • Visually creative and can incorporate multimedia
  • Can get people to sign up to email mailings generating potential sales leads
  • Quick response rate

Email Campaign Management

We set up and manage email marketing campaigns for clients which follows a process of planning, design, distribution and reporting. Initially we need to understand the aims and objectives of your email marketing campaign so we can achieve the best results. Once we have content either supplied by the client or created in-house, our designer will then start putting the email together. This will go to the client for approval and then distributed on our fully secure email marketing platform where lists can also be managed and tracked. When complete we interpret the results and provide a campaign report which includes statistics such as how many people opened the email, how many bounce backs, or undeliverable email addresses were in the list and how many clicks you achieved. This information is very useful and essential to help determine changes or improvements for future campaigns.

Want to find out more?

Emails are a great digital marketing strategy to take advantage of: Here's more ways in which email marketing can boost your business.

Conclusion

Email marketing is a great way of connecting to prospective and current customers whilst keeping in touch with your loyal customer base. Email marketing looks set to remain a stable method of digital marketing for the foreseeable future. To find out more about email marketing or any of our digital marketing services call 01323 735800 or email enq@barkweb.co.uk