Where's your email marketing @?

For many businesses, email is now the preferred execution for direct marketing activity. When asked to apply our email marketing expertise, we start by helping the client identify the many factors that may affect the success of the campaign.

First and foremost is the database. The ideal is an opt-in database, built via as many media as possible, it can also be used for wider customer relationship management. Exhibitions, events, website and social media can all be used to great effect to build such a database, so careful consideration should be given before taking the list purchase route.

The impact of integrating printed direct marketing and an email campaign should also not be underestimated. The response rates may appear greater for the email version, but the potential impact of postal versions on the recipient’s decision to click should not be overlooked.

Message over media
The technology employed to deliver, measure and personalise campaigns continues to grow in sophistication. However, fundamental to our approach is the conviction that it is the relevance of the message and how it is presented that lie at the heart of successful email marketing. Before they start sharpening their pencils our email marketing designers will want to know all about your objectives and audiences. Other more specific considerations will also come into play, including:

What is the best relationship between the subject line and the headline in the body of the email?
What options can you give the recipient to respond to within the email marketing design?
If the target has images turned off in their email software, what will they see?
What compelling messages within the email will drive people to the landing page?
Once on the landing page what other information can you offer?

Discover more about how we approach email marketing campaigns with our 360 methodology

See further examples of email campaigns we have created by requesting a Direct Marketing Portfolio Pack