Email Marketing Campaign Management

Email marketing is a direct or outbound marketing method used to send commercially focused messages to a group of people, using email. Email marketing is designed to keep your marketing list aware and informed about your latest updates, products, or services. It can play a pivotal role in your digital marketing strategy with generating leads, brand awareness, and keeping potential customers engaged.

This all depends on what we outline in your email marketing strategy and where I can assist you. Mostly, this will depend on how many email campaigns I deliver, whether you need me to draft content for your website where emails lead to, and whether you want to implement automation journeys.

I’ll always be transparent with costs for my services and will provide you with options that suit your budget.

Upon our initial consultation, I’ll ask you questions about your business and the systems you have already in place. If you currently use a customer relationship management (CRM) software, I’ll look for an email marketing tool that uses API technology to communicate with your CRM. This will provide us both with important information around your database and individuals consumer behaviour.

Additionally, you may want to tap into email automation. However, not all email marketing tools provide this and ones that do may not be compatible with your CRM. This means there’s a lot of weighing up the pros and cons. Rest assured, I’ll guide you through your options and recommend the best kit for your email marketing strategy.

Email Campaign Automation is a feature used in some email marketing tools, like MailChimp and Force24.

It allows email marketers to automatically release email comms to a segmented list when an event is triggered, such as a potential customer placing an item in their online shopping basket.

It also involves setting up journeys, so that recipients receive tailored emails depending on where they sit on the flow chart. These are particularly useful for email marketers looking to increase their open rate, since emails can be resent to recipients who haven’t opened the first version.

Click-through-rate is simply the number of times a link has been clicked on a single email campaign.

A/B testing in email marketing is where email marketers send separate emails with the same content to two separate lists. What’s different about them are usually the subject line, the layout, call to actions etc. Email marketers perform A/B testing to work out which email performs better.

Data segmentation is where email marketers cleanse a business’s email marketing list by adding information to each contact. For example, a potential client of a law firm made an enquiry about a business law matter, therefore the firm can ideally send tailored email comms to that individual around business law. It’s all about making your email marketing relevant.

There are a number of methods to increase your email marketing list as long as they’re GDPR compliant. 

I recommend staying away from buying data from a dodgy source. In fact, I recommend staying away from buying data all together. You won’t get any real results from it. 

The best chance of increasing your email marketing list is through, again, quality content and building trust. Your content strategy should aim towards generating leads, which triggers your audience to essentially want to hear from you. Invite them to sign-up to your newsletters on every blog you write. Ask anyone who makes an enquiry on your website whether they’d like to sign-up to your newsletter. Think about incentives to signing-up, i.e., “10% off of your next order when you sign-up to our newsletter”