An introduction to email marketing
Email marketing is the perfect vehicle to provide a cost effective way to continually stay in contact with your customers. Unlike print based direct mail marketing, e-marketing campaigns can be deployed rapidly: from concept to in-box in just a few hours. They also side step the print and mailing costs of traditional direct mailshots.
Every1 use industry leading software to deploy email campaigns that often include nifty tricks like in-depth email personalisation, integration with social networks and Google Analytics goal tracking. We also provide access to powerful reporting tools, enabling you to analyse the success of your campaigns in real time, learn more about your customers and make informed decisions about future campaigns.
Our email marketing service has produced successful digital mailshot designs for brands such as Emirates Select, British Airways Groups Travel Hub and many other clients in Lancashire, Manchester and others throughout the UK and Internationally.
The e-marketing process, what’s involved?
The initial stage is to define the type of email marketing campaign you require. Do you want your mailshot design to promote an ad hoc special offer, announce a new product or service, support a print based advertising campaign or would you like us to create a branded newsletter that can be easily updated and sent to customers on a regular basis?
Let's imagine you would like us to create a template for a monthly newsletter; it will need to include several news stories, a couple of service upgrade articles and a few sales promotions…
- Firstly, the content needs to be written. This can be provided by you, prepared by us using our copywriting service, or a mixture of the two.
- A call to action has to be established. Do we link to your website? Point people to a contact form? Or highlight an email address or telephone number to call?
- We then proceed with creating your email design and provide a couple of design options for you to choose from. Alternatively we can build 2 different options and use campaign A / B testing (Split testing) to gauge the most popular design.
- From your chosen concept we will code your communication in line with current e-marketing standards, making sure it is viewed consistently across popular email client software such as Outlook 2007, 2010, Apple Mail, Gmail, Yahoo & Hotmail.
e-marketing features
Your digital mailshots can include a number of special features, helping your communication stand out amongst the crowd. They include:
Personalisation
Show your customers you care about them. Your email subject could read: 'Hi, “recipients name” don’t miss out on our half price offers.' This can be taken a stage further by personalising your entire email content. For example, you could refer to the recipients company name, previous purchases or geographical location. In fact almost any information you possess about your customers can be used in an inventive manner.
Segmentation
We can segment your customers list. For instance, instead of emailing all your customers you may only want to send an email to customers in the US. Alternatively, you may only want to send a sales promotion to customers who have purchased a certain product or surpassed a minimum spend.
Forward to a friend
Including a “forward to a friend” button within your mailshot design is a great way to virally promote your brand or business. Recipients wishing to do so are taken to a webpage and can forward to 5 email addresses at a time. All forwards are tracked and can be reported on at a later date.
Social Media Integration
Integration with social media networks means recipients can choose to Tweet a web version of your mailshot or post it on their Facebook wall. A Facebook ”like url” option enables us to choose alternative urls for a recipient to “like”, such as your website homepage.
Google Analytics Integration
Track your e-marketing campaign's return on investment by measuring how many predefined goals result from clicked mailshot links. Goals could range from confirmed purchases to contact form submissions.
Dynamic imagery
Not all email marketing is read as soon as it’s sent, then never opened again. Well executed mailshots can be opened numerous times over a period of days. Let’s say you want to promote a “Sale starts in 3 days” within your communication; if it is opened the day it is sent, the information is correct. If it’s opened again the next day, the message still reads “Sale starts in 3 days”, when in reality it actually starts in 2 days. By using Dynamic Imagery, we can change the message over time so that it always reads correctly.
Campaign Fulfillment
Once your campaign is approved we have a few more steps to complete before your mailshot can be delivered…
- We spam test your communication to ensure optimum delivery
- Check the layout renders correctly in all popular email and webmail applications
- Conduct A/B testing (split testing) by creating 2 differing subject lines, version A is sent to a small group of your customers, and Version B to another. The version that generates the most opens or clicks is sent to the remainder of your customers
- Create fallback text and web versions
Delivering your e-marketing campaign is easy, you simply provide your customer database in an Excel file and we will import it into the delivery software, managing any duplicates along the way. You can be safe in the knowledge that your customers’ data will not be used by us or disclosed to any 3rd party.
Time to send your e-marketing communication. Delivery is not restricted to office opening hours, it can be scheduled to be sent at anytime day or night and you will be automatically notified when it has been delivered.
Email Marketing Tracking
So, your newsletter has been delivered. What next?
From the moment your campaign is sent you can login to the reporting area using the provided details and watch your campaign’s success in real time. You can view who…
- opened the email, on how many occasions, at what time and using which email client software
- clicked a link, which one and when
- didn’t receive your email ( bounced )
- unsubscribed
- marked your email as spam
- shared your email by forwarding to a friend, tweeting or posting on Facebook
New Feature
- Worldview is an innovative mapping tool, designed to show at a glance your communications' popularity over a geographical area. It’s a compelling way to find out who’s getting the most from your campaigns
Extend your email marketing
Email marketing can be a powerful, yet cost effective addition to larger advertising or promotional strategies. After all, the more times you present your promotion to its intended target the better chance it has of achieving your objectives.
every1 use e-marketing in conjunction with printed direct mail to deliver unique online experiences. These experiences are accessed via personalised URLs and produce a higher rate of response due to the customised content.
Are you interested in learning more about our e-marketing or unique online experience services? Why not call +44 (0)8447 550 350,
email some1@helloevery1.com, or complete the short form at the top of the page. You might as well subscribe to our newsletter whilst you're at it.