Email Marketing

alt text

What is email marketing and why do you need it?

Technically, each email you send out as a business can be considered email marketing. More accurately, however, email marketing is a process through which you reach specific business goals by sending targeted emails as part of a campaign.

You wonder how does this even work? Here are some of the reasons email marketing is still so relevant even though it’s one of the oldest forms of online advertising:

  • Email marketing allows for very specific targeting of subscribers, based on their interests, needs, challenges and more.
  • Performance can easily be measured (and thus improved) because you can track opens, link clicks, bounces, conversions and other engagement indicators.
  • Email allows for a much larger type of visual formats than most other channels (social media, for example) giving you greater freedom in how you reach your audience.

Need another reason to set aside some budget for email marketing? The numerous automation options available make email marketing a great long-term investment as you can keep reaping the benefits of your campaigns long after you’ve set them.

Email marketing services

How Can I Get the Highest Email Marketing ROI?

Everybody knows how to use email but to make sure your efforts are rewarded, you need a lot more than an original idea and some pretty designs. Here’s how we approach email marketing to ensure we get you the biggest bang for your buck.

Research

Just because something worked for one company, doesn’t guarantee it will work for another. This is why we approach each new assignment by doing some serious research about your business, your buyer persona, current email marketing efforts, and your industry.

Then we start planning on how we can align our efforts to best fit your project and business goals.

Email Marketing Audit

Next, we proceed with an evaluation of your current email marketing efforts. We do an in-depth analysis of your KPIs and then provide detailed recommendations based on our findings. Here are some of the things we look at.

  • Email Content & Design

    We analyze your emails’ content and design to make sure that they are consistent with your brand voice and optimized for the purpose each of them is intended to serve. We’ll also have a look at your emails CTAs to ensure you are making efficient use of them.

  • Automation Sequence

    Even if you have well-conceived email content and designs, you might still miss the mark if your automation sequences are not timed to deliver the right message the right time. We analyze your automations and provide recommendations on how align them with your buying funnel for optimal results.

  • Audience Insights

    As with other types of marketing, you should strive not just to sell, but to be helpful and provide value. If you have a diverse audience (and most likely, you do), sending out the same message to everyone is certainly not a good idea. As part of our audit, we get in-depth insights about your audience, so that you can segment your campaigns based on their unique interests, needs and challenges.

Strategy

Having a clear strategy of how you are going to approach your email marketing is essential for optimizing your ROI. Taking into consideration your audience and our findings from the email marketing audit, we’ll create an action plan on how to best achieve your business goals.

  • Buyer Persona Development

    If you haven’t developed your buyer persona yet, this is the first step to crafting an email marketing strategy. Even if you already have a number of subscribers, they don’t necessarily correspond to the people you need to be targeting. To be truly effective, you must know who you’re talking to.

  • List Expansion

    Even a well-planned strategy will fall flat if you don’t manage to grow your list. We’ll analyze your website, your content and your audience to suggest the best way to rapidly grow your lists with the right people.

  • Content Strategy

    People get spammed with more emails than ever before. To make sure you have a chance to even get noticed, you need excellent content. Good content is never pushy and provides value which can’t be easily found elsewhere. In other words, you need to give people a good reason to stay subscribed to your lists.

Reporting and Optimization

We meticulously track the performance of each email and campaign to make sure your marketing budget is well spent.

Based on the information we gather, we create custom KPI reports which demonstrate how our efforts align with your business goals. KPI reporting also allows us to continually optimize the campaigns we run for even greater ROI.

Email Marketing Best Practices

Have a clear strategy and goals

As we already mentioned, you need to start of with your goals and then build a clear strategy around these goals. Otherwise you risk wasting your time, resources and turning people away from your emails. Set both micro goals (think open rate, engagement) and macro goals (think leads and conversions)

Continually perform in-depth analysis of your campaigns so you can tweak them for even better performance.

Don’t spam your subscribers

To create a successful email marketing campaign, you need to think of ways to stand out. Spamming, however, is not one of them.

Each email should have a clear purpose and provide added value to the reader. Think of your own inbox. Would you open (and read) an email which is a waste of your time? Look at your report and if you see an alarming rate of unsubscribes, that means you are probably doing some wrong.

Don’t send emails to people who haven’t subscribed

With ever tighter privacy regulations adopted worldwide, sending emails to people that haven’t given their consent can turn out to be more than just an unsuccessful marketing trick. It can cost your company a lot in terms of damaged reputation and hefty fines.

That’s even truer if you target people in the EU, as the adoption of the GDPR requires that you ask for each subscriber’s explicit consent before adding them to your lists. You also need to provider opt-out mechanisms and be careful with the date you store.

If you are not sure about email marketing compliance, it’s best not to risk it and turn to a trusted professional.

A/B Test

Sometime a small design change or a differently formulated sentence can make a big difference to the performance of your email marketing campaigns.
Should you use a red or a blue color for your CTA button? Would including the sender’s name in the subject line increase the open rate? Despite the abundant number of statistics which will tell you that it’s one or the other, there’s actually only one way to find out - A/B test. As a rule of thumb, each A/B test should test only one hypothesis and each hypothesis should test just one change. This way you will know exactly which change brought the results you were looking for.

Best Practices Image

Frequently Asked Questions

  • How much does email marketing cost?

    This largely depends on factors such as your business goals, your industry and the size of your audience. However, email marketing is typically considered one of the cheapest forms of marketing as sending one email typically costs 1 cent.
    Of course, there are other costs associated with building a strategy, writing content, etc. However, as email marketing can easily be automated, you can reap its benefits for a long time without additional costs.

  • What types of emails have the highest conversion rate?

    To design an email that converts, you need to know your audience well. A more personal text-based email will work for some, while other audience will require a more modern, visually-rich type of email.

    The conversion rate of your email will also depend on what type of business you have. Ecommerce businesses typically benefit from visually enhanced emails for purposes such as special offers, coupon codes and others. A B2B business, however, might find that their buying funnel is a lot longer. This is why they typically need to nurture each relationship with a longer set of emails, taking the time to build trust with your prospects.

  • How often should I send emails to my subscribers?

    There’s no magic rule for the number of email you need to send, however you need to seek the right balance. Send emails not enough enough and your subscribers will likely forget about you, which will reduce your open rate. Spamming them with a tide of emails, on the other hand, is likely to annoy a lot of people and lead to a lot of unsubscriptions.
    As a rule of thumb, send at least one email per month and no more than 1 or 2 emails per week. However, use your own judgment before trusting numbers as different businesses have different buying funnels. Sending frequency will largely depend on how long it take the typical customer to get from the top to the bottom of the funnel. And as with everything else, you will have to do a bit of testing to find the sweet spot.

  • What tone of voice should I use in my emails?

    The tone of voice you should use in your email depends on (surprise, surprise) your audience as well.

    Some people suggesting writing an email as you’d normally express yourself and then edit based on what your audience is expecting. However, your email should always sound like it was written by a human being (as opposed to a robot) even if you are addressing a more formal audience. Don’t be afraid to use humor (sparingly) and try to be consistent in your brand voice.

Case Studies

View all case studies
pratte-international

Pratte International

At Pratte International, we offer a unique way to learn how to improve your ski performance. From Olympic hopefuls to racers, adults and families who share a passion for the sport.

What we did for them: full case study
pratte-preview

Get a Free Consultation

To understand how we can help your business grow,
simply get in touch with us.