Email Marketing
Ever since the credit crunch kicked in, email marketing has made a bit of a comeback, which you probably know from your own inbox.The fact remains that email remains the most direct form of online marketing and when used responsibily still delivers great results.
Important factors in email marketing:
- Language and keywords used (avoiding spam/junk triggers!)
- Quality of the HTML
- Reputation of the delivery server
- Creative design & aesthetics
- Effective call(s) to action
Key Performance Indicators in Email Campaigns
When planning, creating or analysing your email campaigns, the key things you should look for are:
- Open rate
- Click rate
- List growth (or decline) and reasons
- Delivery rate
- Junk/Spam levels
It's also important to maintain consistency over time and then look for trends before making too many big changes (like an overhaul of your layout template or the keywords you use). We tend to find that 3 monthly (i.e. quarterly) campaigns and reviews work well, as it gives enough data and time to see how your approach is working, but is still short enough to keep momentum high.
Our planners are experts in helping you get the balances just right and can help you to choose the best approach for you as well as putting things in motion to get your campaign activity up and running quickly.
Email Campaign Delivery
After many years in email marketing, we've used a number of different systems - ranging from free to many thousands of pounds! However, for the last 3 and a bit years, we've been strong supporters and users of Mailchimp and we'd recommend this to almost any of our clients. Pricing for delivery is available from their web site and we don't charge any mark-ups - as ever, we don't have a smoke-and-mirrors approach toour solution and because Mailchimp are so darn good at what they do (the delivery and analytics for campaigns) it allows us to focus on what we're best at - planning, designing and developing the campaign and HTML email to cut through the junk.