Email Marketing

A common problem with small businesses is the idea of nurturing clients; to turn them into a customer, as well as a loyal brand associate. It is much easier (and cheaper) to gain repeat business from a previous customer, than it is to find new ones. Yet it is often the case that we take a clients business and then speed through looking for the next. This is where email marketing comes into play.

Email marketing allows a small business to generate a subscription list of both previous customers and of those interested in what we are doing. Straight away you can see that by separating the two we can send emails to one list at a time. So lets choose the interested parties. You can offer informative articles and information which by doing so you are building a relationship of trust. This means that when they do decide to buy, you are first on the list.

With previous customers, that already have your trust, you can offer discounts, or even additional products. This again shows that you not only care about them but that you also have a vested interest in their business.

Our marketing consultants are here to help businesses assess their skills and choose a new direction which utilises the talents of their team and resources productively.

Why Small Businesses Need Email Marketing

Low Cost

One of the benefits of email marketing is its lower cost, especially when compared to mainstream methods. There are zero print or postage costs. No fees paid in exchange for exposure on a certain billboard, magazine or television channels.

Build Brand Trust

People always do business with those that they know and trust. Email marketing gives you the ability to build this trust with your audience whilst sharing insightful and informative content.

Boost Sales

When you know that you have an audience of subscribers who are already interested in your services and are willing to receive updates from you, you can change your strategy on boosting sales. You now already have your potential leads, all that is left to do is market to them.

Email Marketing Advantages
  • Return on investment is exceptionally high when executed correctly. Email marketing is often reported as second with only search marketing the most effective online marketing tactic.
  • Email marketing is greatly cheaper, and faster, than traditional mail; mainly due to the high cost and time required in a traditional mail campaign for producing the artwork, printing, addressing and mailing.
  • Understanding and leveraging consumer behaviour through the insights provided by consumer response to email marketing has become an important part of improving customer conversion rates.
  • Email provides a cost-effective method to test different marketing content, and or products. The data gathered from testing the email channel can then be use across all other marketing channels, both in print and digital.
  • Advertisers can reach a substantial number of subscribers who have opted in to receive email communications on subjects that interest them. This means you are spending your time talking solely to those who already care about what it is you have to offer.
Conversion Rates of an Average Email Campaign (by Industry)
IndustryOpenClick Rate
Arts and Artists 27.14% 2.87%
Beauty and Personal Care 18.60% 2.08%
Business and Finance 21.04% 2.78%
Computers and Electronics 21.03% 2.26%
E-commerce 16.73% 2.43%
Education and Training 21.66% 2.68%
Entertainment and Events 21.23% 2.35%
Health and Fitness 22.15% 2.71%
Hobbies 28.64% 5.28%
Home and Garden 23.98% 3.63%
Insurance 21.09% 2.15%
Legal 22.53% 3.05%
Manufacturing 22.21% 2.42%
Marketing and Advertising 17.91% 1.96%
Media and Publishing 21.99% 4.66%
Music and Musicians 22.80% 2.91%
Non-Profit 24.96% 2.82%
Professional Services 20.49% 2.50%
Real Estate 21.04% 1.93%
Restaurant and Venue 21.68% 1.35%
Retail 21.04% 2.58%
Software and Web App 21.03% 2.32%

Frequently Asked Questions

What Is Email Marketing?

Email Marketing is the use of email to deliver advertisements to others. The majority of internet users have their own personal email address which allows them to receive messages instantly. Email is a flexible tool that can incorporate a wide-range of messages, from simple text all the way to multimedia incorporated. These all vary from business to business depending on the current branding aesthetics.

What is an Email Marketing Plan?

All good things start with a plan, email marketing is no different.

An E-mail Marketing plan sounds complicated and time consuming but it is also an essential part of any successful marketing plan. The plan has four main stages; Defining Your Target Audience, Determining The Type of Content, Sending Frequency and finally Schedule.

How do we make sure that your emails look great?

Using several coding features, such as alt-tags, meta tags and inline CSS coding we are able to make sure that your emails look great to all those who are vewing them, including mobile devices.

How do we grow your email subscribers organically?

In order to grow your email subscribers both organically and consistently we will adhere to the following guides;

Permission – It is always important to get permission from a customer before adding them to any kind subscription, even emails. Unless we have clear explicit permission from a customer then we will not include them within your email marketing list. This stops people from constantly marking your emails as spam, which will be beneficial to your business in the longterm. Too many ‘spam’ tags from unwanted users will have your sending server quickly thrown into the automatic spam pile by major email providers, meaning a lot less visibility to your customers. Never a good thing has come from behind a spam filter.

Expectations – It is important to set expectations for your customers and then stick to them. We will tell your subscribers when it is they will hear from us and what it is that they will receive in return for signing up. If somebody ticks ‘monthly newsletter’ and then starts to receive weekly sales emails then you are likely to be marked as spam.

Relevance – All emails sent from a business need to be both relevant and interesting. And relevancy is a major indicator in whether a potential customer buys your products or simply unsubscribes. That is why we make sure that every email sent is based around the original signing up subject, keeping viewers engaged for longer and creating greater brand awareness.

Which Emailing metrics do we measure?

The most important statistics to record extensively are;

Click Through Rates (CTR) – used to determine the performance of each email campaign and from there track how your CTR changes over multiple email campaigns.

Conversion Rate – Number of people who used the call to action ÷ Number of emails delivered

Bounce Rate – the result of either invalid or closed email addresses where your emails will never reach. These should be removed from your list as too many can flag up Internet Service Providers and falsely determine your content as spam.

Return On Investment (ROI) – The overall return on investment for your email campaigns. The total revenue divided by total cost gained and spent by each campaign.

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Looking to generate a higher turnover through nurtured customer relationships? If so then e-mail marketing is for your business. Submit your details and we’ll be in touch shortly.

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