Creating and delivering an email marketing campaign is a pretty fun creative process, but it takes time to develop. There are several key areas within the overall email marketing process which me and my team of email marketing specialists can help you with, or just give you some general guidance on.
Deciding how to use email in the best possible way
The type of email marketing campaign which works for one business may not work for another. Email marketing is pretty personal and is a carefully thought-out process which considers the individual business, its industry and what it wants or needs to achieve through email marketing.
From your bog-standard promotional campaign to the seasonal campaign or a weekly newsletter, how to best utilise your email resources is a strategic and carefully calculated process.
Email marketing campaigns are not one-size-fits-all. My team of email marketing specialists always get the ball rolling by taking a step back, looking at your business on the whole, taking into account in which industry and where you operate, who your target market is and your product(s) and or service(s), amongst other things, to work out how email marketing can be used to best benefit you.
Figuring out your content
Content is king when it comes to email marketing; customers will not engage with an email which is not immediately engaging and does not look good.
No matter how swish your email looks, it will get trashed straight away if it is missing well-written content. It is important to hit the ground running — subscribers generally only give you one chance to grab their attention and if your initial email doesn’t cut the mustard, you may well find all of your future emails meet the same fate.
Deciding on the content of your email marketing campaign itself is possibly the most important service we offer. Email marketing content is make or break, there is no room for error and we work closely with you to deliver highly personal and tailored content which has the best chance of resonating with your subscribers and provoking the reaction you desire.
Integrating our website
Funnily enough, sending mass-email marketing isn’t something you can do through a standard email provider such as Gmail!
As part of our services, using modern and industry-leading email software, we can integrate email services to your site which you can then use to kick off your marketing campaign and send emails to your masses of followers, without running the risk of being sent straight to the spam filter.
Setting up transactional emails
Transactional emails are our forté! What is a transactional email?! I hear you ask. Simply put, a transactional email is an email (no points for guessing that one!) which is triggered by interaction from somebody on your website.
Transactional emails allow you to get a much higher return-on-investment from your email campaigns. Luckily for you, we know all about them! If you want an email to be triggered and sent to a subscriber when they perform a certain action on your site (such as add a product to their favourites) we can not just do it for you, but teach you how to do it too.
Setting up your first email marketing campaign
When we have got to know you and your business a little better, we can get things underway and kick off your very first email marketing campaign! We will spend our time working closely with you — we want your first email campaign to be bang on and be something which your subscribers will remember and want to read more of.
Myself and my team will allow you to exercise as much or as little control over the campaign as you desire. It does not matter if you want us to take complete control and get the entire thing done from start-to-finish, or would simply like us to provide you with a little guidance, we can provide you with a service to suit your specific needs.
Creating trigger campaigns
When you have got your basic email marketing campaign down to a tee, you will need to start branching out to other types of email-based marketing to keep your content fresh and subscribers interested.
There are literally hundreds of ways you can utilise an email-based marketing campaign and we could quite easily sit here all day listing them all… but, nobody wants to read that!
One thing you need to know about are trigger campaigns. Similar to transactional emails which are sent when a customer performs a certain action, a trigger campaign is an event-based email campaign which will kick off when a customer or visitor to your site performs a certain action. Trigger campaigns really let the creative juices flow and they are a brilliant way to engage with your subscribers.
Understanding email results
Although the email marketing process is fairly simple, understanding email results can be a little challenging, particularly if you have never dealt with metrics before. This is another service which we offer, and we encourage you to get in touch if you would like to learn more about metrics in general or make sense of your own.
Email metrics and results enable you to see exactly how your email marketing campaign is performing. There are a lot of different ones which you need to get your head around if you want to run a successful email campaign, so do keep this in mind and feel free to drop me a line.
Creating email content and an email plan
With us, the buck doesn’t stop with outlining your email marketing campaign. We are more than happy to help you write the content itself and develop an overall plan for the future of your campaign.
As with any form of marketing, it is important to have high-quality content supplemented by a carefully-drafted plan so that you are in the best place possible going forward from the campaign planning stage to executing it. An email plan needs to be comprehensive and explore all possible situations so that you know exactly how to respond when the results start flying in!