Email marketing

72% of businesses rate email marketing as 'good' or 'excellent' for return on investment.

The latest email marketing consensus published by Econsultancy shows that email marketing is well recognised by companies as a channel that delivers real return on investment.

We suspect the other 28% are not using email marketing properly.

Increase your revenues from email marketing.

It doesn't matter what industry you are in, a great email marketing strategy will increase revenues for your business.

However, before any emails are sent out to anyone on your database we will need to get down to the nitty gritty and really understand your business.

Our approach to any client work is very simple: If we don’t understand your business then we can’t understand what your customers will respond to.

The clients who get the best results from us are the ones who share as much information as they can about their business and their customers.

As soon as we are armed with the information we need then we can start developing an email communications strategy that will work for your business.

We say 'start' because actually that strategy should always be evolving and improving.

A data driven strategy addressing the needs of your customers.

How many times do your receive an email from a business that is either not welcomed, not relevant, not well-timed or all of those?

You don’t like to receive them - so we're sure you don’t want to be sending them to your customers either.

We deliver data driven email communication plans using very clever technology to enable us to send emails to your customers at the right time.

This dramatically decreases unsubscribe rates, meaning your customers will continue to want to hear from you and as a result you will see an increase in response rates.

Let’s have a look at an example of how we work.

For now let’s assume you sell home office furniture, accessories and computers. John Smith is thinking about setting up a new office at home and finds out about your website.

He lands on the site and is impressed by what you have to offer; enough so that he decides to put a desk and chair in his shopping basket with the intention of buying them.

John proceeds through the first stage of the checkout process which requires him to leave his name, address and email address.

He then finds himself presented with a problem. You charge £30 for shipping and John does not want to pay it. So he abandons the shopping cart and decides to go out in the garden instead of spending some of his hard earned money with you.

So what could you normally do about this? Well, let us tell you most companies would do nothing – John Smith is just another lost opportunity.

Time to save the sale.

Let us tell you what we could do for you.

First of all we could send John an email within a few hours reminding him that he has these two items that he clearly likes still in his basket and that in fact we are reserving them for him. If he needs any further help he is welcome to email or call us.

Now it might just be the case that John needed to think about whether he wanted to spend that money or indeed whether his wife would be happy if he did!

After 24 hours we see that John has not returned and his shopping basket remains full, as does his wallet.

We then send him a second email.

John, we’d really welcome your business. Please accept our offer of free shipping if you buy today.

We have now found John’s sweet-spot and he responds to the email by re-visiting the site and spending his money with you.

In fact its common that in over 50% of cases we will salvage the sale with this approach.

Great, but that's not it. Time to sell some more products.

We know that John is setting up a new home office, so surely he may need some book shelves, a filing cabinet, some draws, a great looking secretary (OK we know you don’t sell those but there may be a market for them!).

We send John an email notifying him that his order has been placed and that he will receive another when his order has been shipped. Not only is this great customer service but will also reduce the chances of John calling your customer service team for an update, something that costs you money.

We give John a week to set up his new desk and chair and we then send him another email. We ask him if he is happy with his purchase and indeed whether he would be interested in adding to his fantastic new home office set up with matching filing cabinet and shelves. And hey, if we can we show him what it will all look like together then even better.

John likes what we have suggested and decides to buy again. Wonderful. Your revenue for this customer is increasing for almost no cost!

John receives his new goods in a few days and again we leave him a week to enjoy his ever expanding home office.

Now for some feedback.

We then send John an email asking him to spend a short minute completing a simple online survey about his experience with your business.

John is a busy man so we encourage him by offering him 10% discount if he buys some IT accessories in the 28 days as a reward for his time and honesty.

Not only are we collecting some valuable customer feedback we have incentivised John to come back again soon and spend some more money with you.

Let’s get John spending more with you.

Whilst we are collecting some feedback from John we ask him when he purchased his laptop or PC and what make and model it is.

John tells us his Sony Vaio laptop is two years old. We now know John has an ageing laptop and clearly spends above average on such an item.

We can now schedule an email to go out to John at a suitable time presenting him with the latest Sony Vaio laptop offers confident that he is likely to be considering such a purchase.

It was a short example but email marketing really can increase your sales.

We could go on all day about how we can really effectively use email to communicate with John using a manner of relevant scenarios providing him with information and offers we know will interest him.

We could also map out the same journey for various different customers of yours and a huge number of different business but we think you get the picture now.

Email marketing really does have a great role to play in your digital marketing mix to achieve the goals you want.

Our approach to this channel is very bespoke to each every client because all customers are different.