Email Marketing
As time goes by it is becoming increasingly more difficult to get good responses from email marketing and there are two main reasons for this:
- There is an increasing amount of competition online, increasinging the volume of emails that customers receive.
- Spam – as nobody has yet solved the junk email issue it is getting worse and further diluting genuine email messages.
For these reasons it is vital that email campaigns are well planned and A/B tested – using varying subject lines, personalisation, body copy and layouts. It’s easy to fall foul of junk email flags by using incorrect wording or punctuation. It is also too easy for untrained staff to dispatch emails using a basic Mail Merge function from their desktop – sometimes with knock on effects for a company’s entire email / IT network.
We recommend using a professional third party email marketing application to design and test emails in both HTML and .txt formats, sending emails only to those who have requested them (under Data Protection law) with an eye on all the response statistics of open rates, click rates and unsubscribe volumes (again a legal requirement). By working in this way you can ensure that you avoid any IT headaches and maximse your Return on Investment (RoI).
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At Firetop we have designed and dispatched email campaigns on behalf of our clients for the past ten years, ranging from one off marketing promotions through to regular e-newsletters and online research surveys. We design with an eye on current image download statistics which currently suggest that over 50% of recipients do not see images without manually choosing to display them – very bad news for graphic-only based emails!
Contact Firetop now to discuss your email marketing needs and ensure you get the best advice. Email marketing is about list quality and NOT just quantity (unless you’re a spammer!).
