Managing your email marketing campaigns

How can you use email effectively to promote your business? We briefly covered this subject in the October issue of this newsletter, looking at the advantages or using email to generate new or repeat business, as well as the potential pitfalls. In essence, email can be simple to implement, but hard to get right.

We can offer an email marketing service to our customers to help produce regular newsletters, targeted promotions, or one-off mailings to promote your business. We will combine our marketing experience in this field, together with an email management program provided by one of our partners, which can customise your requirements and even integrate each campaign with your website.

Some of the features of this service include:

• Professionally written articles to both communicate your message and work within the limitations of the web.
• All emails are branded in line with your website and other communications
• Full maintenance of mailing lists and subscription / unsubscribe requests
• Reporting of results, including the number of emails viewed by recipients and action taken as a result
• Campaigns take into account data protection laws

We are able to offer you this service, whether you have an existing email list or need to develop a completely new strategy. We can develop an email marketing programme for you and design a template for your messages, then prepare the emails and manage the campaign through to results and analysis.

Contact us now to find out more.

One of the main issues facing email marketing campaigns now is how to handle email filters operated by many companies. As spam email has become an increasing problem, more and more legitimate emails are not able to get to their intended recipients as the filters automatically delete or bounce messages that trigger the blocking action.

Often you won’t know whether an email has reached a recipient, which can impact the responses to a campaign – and it may not just be mass mailings that are prevented, as individual email messages can also fall foul of a filter if the sender is not recognised.

Here are some quick tips to make sure that your emails reach their destination safely and are not perceived as spam:

• Avoid using words that may ‘flag’ your message as spam. Some of these include: ‘free’, ‘more traffic’, ‘urgent’, ‘mortgage rates’, ‘insurance’, ‘investment’, ‘guarantee’ & ‘order now’. Think of the spam mail you have received recently and avoid commonly used terms or refer to this list.
• Take care if you are thinking of purchasing an address list. Ask how this list was obtained and how the people on the list have provided their permission to receive emails from you.
• Avoid adding attachments to promotional email as many companies will encourage users to delete emails with attachments that are not expected.

For more information about setting up and running an effective email marketing campaign, please contact us.

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