Communicate effectively with new and existing customers through direct email marketing

Email marketing is a form of direct mail marketing using an electronic method. It is one of the most powerful tools to continue relationships with existing customers and to acquire new customers and clients. It is a cost effective, measurable, quick to organise and quick to send marketing method plus easy to test several variations to find the optimum response rate.

However, any marketing by email must: be within the strict rules as set in the Data Protection Act ; be as stated by the Information Commissioner's Office and follow the best practice guidelines as outlined by the Direct Marketing Association. Using permission based marketing will ensure your communications are within the law and reach the person you are trying to engage.

Regular email newsletters to your existing customers will maintain your relationship with them. Most shopping carts used by e-commerce websites have the ability to send emails to an existing customer base (if yours doesn't you need to change or ask for this as an upgrade). A template email can usually be designed by a reputable email design agency such as www.plasticle.co.uk and can be utilised again and again.

An email marketing campaign can feature new products, special offers or news about a company. Once a customer database reaches an acceptable size, a campaign can be more specifically targeted to a customer's previous behaviour on your site. In other words, communicate other products or services they are more likely to be interested in.

Using email marketing to acquire new customers is a little more complex and a rented list of highly targeted, likely purchasers or clients will be needed. Cost of renting lists will vary depending on the criteria of the target audience. It is important to initially test several lists from various companies to see which is the most responsive to your products and services.

For a successful email marketing campaign it's vital that:

  • The right people are targeted

  • The email creative is correctly designed to get through spam filters

  • The email creative has a clear ‘Call to Action’ (e.g. ‘ring this number’ or ‘click here’)

  • The timing of the send is correct (essential for time sensitive communications)

  • The information on the email matches that on a website

  • The response of the email campaign is measurable

MagnifyB will make sure all the above is correctly in place and taken care of so your email communication is well received by existing customers or by potential new customers. We have acquired the skills and knowledge from organising thousands of email campaigns over many years and your company will benefit from using our email marketing management service.

To discuss how we can magnify your business further through our targeted and direct email marketing management service simply contact us today.