What Can It Do For Us?

An Incredibly Powerful and Versatile Tool

Email is ideal for a wide range of marketing communications. In addition to offering a cost effective alternative to traditional direct mail, email can be used to meet a number of different objectives, from increasing sales and building awareness to helping find out more about your customers. Here are just a few examples of what email marketing could do for your business.

Increase Sales

Compared with traditional direct mail or other forms of advertising, email has been shown to consistently deliver higher levels of response. Email offers a combination of speed, control and flexibility that helps you deliver marketing communications that really get results, letting you schedule campaigns to reach customers at the right time for maximum impact.

What’s more, comprehensive tracking means it’s easy to see the results of any activity, right down to how many online sales come directly from your emails. In addition, full details of who has clicked each link lets you see which customers are interested in which products, giving you a list of hot leads that you could follow up with a special offer or a call from your local sales office.

To see an example of a product focused email click here.

Build Customer Relationships

Email offers a cost effective way to keep in touch with your customers on a regular basis, meaning you can focus your communications on building valuable relationships instead of just the ‘hard sell’. Newsletters offer a great opportunity to keep customers informed of new products, events, and offers, along with other added value content such as advice on how to get the most from your products.

Plus with email you can say so much more. By adding teasers that link to your website, you can showcase a wide range of content, without having to include it all in the message itself. This allows the recipient to read more about the areas of particular interest to them, while you get a better understanding of what your customers want by tracking the links they follow.

To see an example of a newsletter style email click here.

Raise Awareness

Sometimes communication is just about keeping your business front of mind. The flexibility of email provides a wide range of opportunities to stay in touch, raising the profile of your brand. These range from simple greetings, such as at Christmas or New Year, through to something more specific such as a follow up email to everyone who attended your stand at a trade show.

Of course with email you can easily personalise everything, from salutations to whole sections of content, creating powerful targeted messages that make your contacts feel more engaged with your brand. This combined with the speed and relatively low cost of email means that you can maximise the chances of your brand being the one customers think first of when they decide to buy.

To see an example of an awareness building email click here.

Manage Events

Running any kind of event can be a stressful business. There are all the invites to send out to make sure everybody knows what’s happening, where and when. Then you need to keep track of all the responses, including individual preferences such as dietary requirements. Plus you’ll probably need to chase up any stragglers or issue confirmations if your event is oversubscribed.

Fortunately email provides a great way to manage your events. Invites and reminders can be sent quickly and easily, with links included to provide all the necessary details. Responses can be collated through an online form, into a database which you can track in real time. You can then issue confirmations or reminders to the appropriate people from your list at the click of a button.

To see an example of an event management email click here.

Understand Your Customers

Interested in getting your customers views on a particular subject? Perhaps some research to inform new product development or as a basis for PR? You could always send a questionnaire in the post but would anyone take the time to respond without a costly incentive? Even then the results could take weeks to come in and you’ll probably have to spend days collating all the responses.

Similarly trying to carry out surveys by phone can be complicated and time consuming, and such calls are not always welcome. Email makes it easy for you to put your questions and easy for customers to give their answers. Just put in a link to an online survey as the main focus of the communication or even as part of a wider message, such as a newsletter. Responses are automatically collected in a database, meaning you can go from question to results in a matter of days.