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 behavior. 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.
tools offer valuable information on their behavior including who opened
the email, the links followed and sales generated.
Direct email services such as mailchimp can be integrated with shopping carts such as Opencart & Shopify to allow customers to automatically signup to the mailing list as part of the checkout process.
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.