Still the best return on marketing $$$
CRM | EDMs | Content
In a world of clichés including disruption, strategy, digital transformation, instant messenger, snapchat and artificial intelligence, creating an email marketing strategy may seem like a dated idea. But despite the fact it’s been around for years, it still delivers one of the best return on investments for marketers. And whilst there are many reasons why this strategy still delivers, the key is getting the email addresses in the first place.
- High intent leads: Your prospects have voluntarily given you their email address – that’s a bird in the hand right there!
- Larger reach: Nearly everyone these days has an email address, and more often than not, emails arrive at their destination (whereas not everyone will see your ads or your posts).
- Highly personalised: You’ve got their email address, probably their name, and you may even know a bit about what they’re interested in based on their browsing/purchasing history or what they have told you, so you can tailor the information they receive just for them.
- Drives conversions: Serving relevant and inspiring information to your prospects and current customers will keep you top of mind for when they are ready to purchase
- Cost effective: software used to run email campaigns is very affordable even for the smallest company (and even free if you don’t require much technical customisation)
With over 30 years of combined experience successfully growing our own businesses, we’ve narrowed down the formula for business success. It’s all about:
We’ll help plan your journey so you’re on the right track to deliver the right results for your business.
We’ll navigate the path with the right tracking, measurement, analysis and strategy.
With small steps brings big rewards. We’ll optimise and improve results, generate more profit for lower costs, and bring you rapid growth and business success.
Your email strategy should outline your overall goal and objectives, which is likely to focus on one or all of the following:
- Increase the number of first time transactions
- Drive repeat purchases/repeat customers
- Nurture great customers and build community for your brand
- Impress the socks off your customers with great engaging information, education and some fun
It’s all about building strong relationships with your customers – before they are even your customers. That is why it is important to have a thorough understanding of your customer journey – from interest and awareness right through to conversion and beyond. This will inform your email strategy and maximise opportunities to acquire leads (email addresses), nurture leads (content and communication), and build long term relationships with your customers over time, and will likely include some of the following:
- Acquisition strategies: This is how you go about building your database of prospects using opt-in tactics such as signing up for a newsletter or completing a form to download an e-book or guide, request a demo or trial, etc
- Lead nurturing strategies: Content marketing is a fundamental aspect of your email strategy in order to engage your audience with interesting, informative and relevant content. This could include offers/discounts, news, reviews, case studies or events. Other opportunities include provision of quotes, call to action and lead nurture campaigns.
- Customer relationship strategies: This is how you will continue to engage with your audience using inspirational content and appealing promotions/offers.
When your overall strategy is in place, it’s time to implement. You’ll want to:
- Decide the nature of campaigns and the frequency of emails for different audiences
- Develop an email template and make sure it’s optimised for mobile
- Develop an email content calendar and get the content development underway
- Load the campaigns, schedule and automate
Like all aspects of your sales and marketing, establishing the right tracking and systems is fundamental to the success of your email strategy – if you’re not tracking and measuring outcomes there’s no sense in spending valuable marketing dollars on this activity.
Our Business Intelligence Audit provides the insights needed to determine what data is being tracked, what’s providing good outcomes and what’s not, and what needs to be implemented in order to grow your customer base and grow your business.
The important aspects when it comes to tracking results include:
- CRM: What system is being used and what information is being captured about leads? Is it automated or a manual function? And does this system feed into website/sales systems?
- Email Campaigns: What (if any) campaigns are running and how well are they performing when it comes to:
- Getting attention: Open rate (unique opens)
- Getting engagement: Link clicks
- Google Analytics: What happens to prospects when they actually reach your website, including:
- Engagement (on your website) – sessions, bounce rate, pages per session
- Conversions (revenue) – transactions, revenue, conversion rate
- Ultimately, establishing how much money you are making from your email campaigns versus the costs
With the right tracking and reporting in place, you’ll be able to easily determine return on investment and opportunities to scale and improve your business. By analysing, testing and optimising results you can get better over time, taking into account factors that can influence results such as:
- Time to send: Depending on the nature of your business you may have better results by sending your emails on a particular day of the week, weekend, morning or in the evening.
- Subject line: A punchy subject line with a strong call to action is proven to influence better open rates. A good way to determine what works best for your audience is A/B split testing – try sending different content to two segmented groups of your target audience to see which performs better.
- Personalise: There are many ways you can personalise your emails and it doesn’t necessarily involve using the prospect’s name (although if you’ve got it, use it!). By segmenting your audience based on interests, behaviours, demographics etc, you can create content that is more suited to them and more likely to engage.
- Content: It’s all about trial and error and seeing what content is going to connect best with your target audience, whether that be deals/offers, information, news, surveys, and different messages.
Process improvements gain greater efficiencies and results
Engagement March 2017 – Current
“Working with the team at Due North has provided our business with immediate results! They have been able to assist us to implement initiatives that have had a direct impact on our annual targets as well as improving a number of business processes”
BEN WATERMAN | NATIONAL MARKETING & COMMUNICATIONS MANAGER | SEDA COLLEGE & SEDA GROUP
- Analysis and Insights
- Sales Process and Scripting
- Search management (SEM and SEO)
- Lead nurture campaigns
- Email Campaigns
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“Due North are proving to drive our small business better than we ever hoped! Their online strategies and reporting have been a huge weight off our shoulders.”
“Due North is the expert when it comes to putting us on the customer journey, especially in an extremely competitive market.”
“Due North has been able to implement initiatives that have had a direct impact on our annual targets.”