Email Marketing

Blasting out a single email isn’t hard. But the return on that effort is likely to be small, and manual effort doesn’t scale at all.

You need to be mailing prospects and customers regularly, with information tailored to their needs. Your email system has to be tied into your contact database, and sync automatically.

 

The Baseline

The average business should have this kind of email program:

  • Prospects can sign up for an email newsletter on your website.
  • You know what to write about, based on your customer knowledge and online analytics.
  • You can populate a newsletter with content by yourself, and then send it.
  • The emails should avoid getting flagged as spam, and look OK on a smartphone.
  • Your email program should provide pretty reports on who opened what, and what they clicked on.

With extra effort you can get:

  • Integration with your CRM system, so you can segment the list for different purposes.
  • Autoresponders to make your systems more effecient.
  • A/B testing to learn what’s working.

We can develop that kind of system for you.

 

Included With Every Email Marketing Project

All website projects address our standard secondary considerations thusly:

Mobile

It’s very likely that half of your customers read your email blasts on their smartphone or tablet. We account for that by designing an email template that looks good on any device. This improves conversion.

Maintenance

Blasting out emails to customers and prospects can be a huge time-sink. All the tailoring of templates and massaging of spreadsheets to get the right list is a real ROI-killer.

That’s why we spend time establishing up an email system for repeatability and flexibility, and in training the people who create the email blasts. This costs more up front, but allows your campaigns to be launched more efficiently.

Integration

The first place to begin integrating your marketing systems is right here: with your email program. Key touchpoints are:

Website. Prospects should be able to get on and off each mailing list via your website. Email newsletter content shouldn’t be in its own silo; it should appear on the website too.

CRM or Marketing Automation software. This is kind of obvious – lead capture and registration forms on the website should feed directly into the system you use for list management. That system should also make it easy to produce lists based on customer segments.

Measurement and Reporting. The response to each email blast shows you what your customers care about. (Is anything worth more than that?)

So, we integrate email systems with analytics tools, and then with your internal scorecard of KPI’s.

Social Media. Not a difficult integration: If a customer gets one of your emails, he should probably have the option of sharing it on Twitter or Facebook. (And Pinterest, depending on your industry.)