Marketing via Email

Email Marketing can be defined as the use of email to send commercial or business messages- usually regarding your services or products- to a group of people usually existing clients or potential clients. In the last few years, email marketing has gained a lot of popularity. But how does it work and how is it beneficial to your business?

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Benefits of email marketing

It is an easy and affordable method of reaching existing clients to inform them about changes in your business or services. It is also a great way to build audience for a new product, service or business. Emails are professional and allow you to describe your products and services without limitation on words. It also allows for creative use of space to pass on useful information. This can be done through the use of art and innovative arrangement of different sections of the email.


Strategy

The success of the email marketing lies mostly in the planning stages. The first step should always be to come up with a comprehensive strategy on how the email marketing should work. To do this, you need to understand the end goal of the marketing and understand what resources you need to achieve this. The strategy should be comprehensive enough but also specific and easy to understand to allow for interpretation by different personnel within the company. Coming up with the perfect strategy takes time and in some cases, it will be a trial and error process. Keep your options fluid in order to adapt to the times as they change.


Identifying the most viable email marketing tool

There are different tools in the market. While some may work for all business, you still need to identify the best tool or your business based on the number of people you would like to reach, your budget and the number of employees who will have access to the tool. A cost benefit analysis will help you in choosing the best tool. Remember that what may work for one organisation may not necessarily work for any other organisation.


Build your audience

To build your audience, your organisation has to be proactive. However, you need to be careful not to chase away your potential audience with your subscription requests or subscribing them to different marketing campaigns without their consent. For existing clients, always seek their approval before adding them to your list even though you may already have their contacts. It creates and solidifies the trust they have in you. You may use different social media networks to reach out to more potential clients.


Preparing the campaigns

You may come up with different templates for different messages or groups of people. This makes it easier to come up with emails in future. The message should be customised to fit the clientele and it should also have a clear goal in mind. A message that sends mixed signals to clients may result in cancellation of subscriptions and loss of valuable clients. The message should resonate with the target audience.


Frequency of emailing 

Too many emails from a single company can be tiresome to the client. On the other hand, when the emails are too rare, the client may question your legitimacy. Both situations may lead to loss of clients and therefore you must therefore strive to attain a balance depending on the target audience, the nature of the products, the market dynamics and your company culture.


Measuring performance

In order to understand whether this is working for you, you must track and measure your performance. What is your click through rate? How many people opened your emails? At what time did they access the emails? Which day did they view your emails? These metrics help you in improving and optimising your UK campaigns.