Email Marketing

Email marketing represents an excellent way to maintain and develop client relationships. According to research by the Direct Marketing Association (USA) email returns the highest return on investment by a wide margin.

Although there are subtle differences, emails are created using broadly the same skill set as websites. Whilst the costs of designing the creative are comparable with traditional direct mail, really significant savings are made because there are no print costs and delivery is less than £0.01 per recipient.

Emails can be targeted. Recipients can be selected based on preferences expressed when joining the mailing list or past campaign behaviour. The majority of recipients will see the email within a day or two of it being sent which makes it ideal for quick announcements or press releases.

Reporting tools offer valuable information on their behaviour including who opened the email, the links followed and sales generated.

Emails are generally used for four purposes.

• Quick Announcements
  Sometimes called postcard emails, these are simple brief emails ideal for special offers or announcements.
• Email Newsletters
  Used to build relationships with clients, the email newsletter consists of news or advice rather than explicit product marketing.
• Catalogue Emails
  Feature products and offers with the goal to make sales.
• Email Press Releases
  Can mailed to interested media contacts as means to attract press coverage.

It is very important to ensure that recipients have given permission to be contacted and that the newsletter contains content that is relevant to them. We recommend using a reputable third party for mailing list management, delivery and reporting.