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Email marketing is one of the most effective ways of reaching out to your customers. According to Campaign Monitor, it has a return on investment of 4400% – or $44 for every $1 that you spend. However, getting it right and finding the winning formula can sometimes be the biggest challenge. Many businesses look to work with email marketing companies to provide the best email service to their subscriber list. It isn’t always easy knowing which email marketing agency is best to work with, and comparing the market can enable you to find out what options are available to you.
Why your company needs an email marketing strategy
Email engagement either in-house or via email marketing companies is hugely effective and, as Campaign Monitor reports, you are six times more likely to receive a click-through from a customer when sending out an email campaign, compared with a tweet. McKinsey also discovered that emails are 40 times more effective when it comes to acquiring new customers than using social media platforms such as Facebook or Twitter. Additionally, MarketingSherpa learnt that 72% of people prefer to receive promotional content via email, as opposed to social media – of which only 17% preferred. Radicati also reported that an email message is five times more likely to be seen than an email is through Facebook. There’s a huge amount of return-on-investment to be made and finding an email marketing agency to provide you with an excellent strategy can make the difference when it comes to success rates.
Using email marketing specialists
There will always be people with greater knowledge than yourself or other members of staff in your business, such as an email marketing agency. Part of being successful is having the ability to acknowledge this and find others who can fill in the gaps you have identified to help grow your sales or customer engagement. That’s where a specialist, such as email marketing companies, can come in with their highly tailored knowledge of e-marketing. They will know how to add in ‘quick wins’, as well as how to target customers more efficiently.
If you’re not entirely convinced of just how valuable this specialist insight can be, did you know…
It was found by Ascend2 that 82% of B2B and B2C companies use email marketing technology. With B2B organisations, the amount using marketing automation in 2014 grew by almost 11 times from 2011 according to SiriusDecisions. Campaign Monitor reported that 53% of emails get opened via mobile devices, with the iPhone being the most common device used. eConsultancy discovered that 74% of marketers found their customer engagement increase through targeted personalisation, while Campaign Monitor reported that emails containing a personalised subject line are 26% more likely to get opened.
Experian also found that when an email is personalised, it delivers a higher transaction rate of six times. DMA learnt that 58% of all revenue is generated through segmented and targeted emails, while DemandGen uncovered that ongoing, personalised communications with existing customers led to either moderate or significant revenue impact for 53% of marketers. Campaign Monitor also reported that those who conducted segmented campaigns found their revenue increased by 760%. Adding a call-to-action button in the email, instead of a text link, can also work to increase conversion rates by up to 28%.
E-mail marketing services
There are hundreds of companies available, all offering a variety of e-marketing and e-newsletter services. They will have different levels of experience, number of employees to support you, and design abilities. When it comes to establishing an effective email strategy, there are a few key areas that you will need an agency to offer their insight with.
This includes helping you to identify your qualitative goals for your e-marketing strategy. Setting out goals is a very important way of being able to make the most of your strategy, and ensuring you are getting the best return on your investment in both the emails you send out and the agency you work with. It helps you to align together and work on the same page. Next, you need to spend time analysing your current situation. Identify what works and what doesn’t, and how you feel you can improve on this. If you have existing data or statistics, these can be hugely helpful at this point.
You then need to perform a competitor analysis. Through doing this, you can assess how you measure up against other like-minded businesses. Winning customers can be tricky business, and even if you have an existing customer base, there’s nothing stopping them going elsewhere if the service or price is better. You can’t be complacent – your competitors are always going to be fighting for your customers, and you need to fight for theirs.
Once you have your analysis in place, you then need to define your target audience. Who are you looking to reach out to? What are their interests? What sort of colours or designs will appeal to them? Will they typically buy items of a certain value, or be attracted to specific offers? Can you establish what sort of time is best for targeting them? Are they desktop or mobile users? What do they spend their day doing, and how can you slot your email strategy into this? What would frustrate them? How is your service or product going to help them – and what ways will they understand you communicating this? Where can they be found when they are online – in terms of websites, social media platforms, mobile apps, etc?
With all this in place, you then need to determine what type of email will best meet your business needs, and what you would need to send out in order to reach your customers effectively. Once this has been established as part of your email marketing services, you can then work with an agency to develop a content strategy. This will help you address how frequently you will be mailing out, what schedule you will be working to, which platform you intend to use, what you will be covering in each newsletter and how this will vary each week, what your subject lines will be, what keywords or calls to action you intend to include, and whether you will offer any promotions or discounts. Having this strategy in place can be hugely valuable for staying on track and creating a cohesive, consistent communications plan. This will have a better end result with your customers.
Bespoke email marketing efforts
Next up, you will need to design your email template. Many email marketing agencies will have an in-house designer, or a design team that they work with, and will be able to create a bespoke email template for your business. The more bespoke your email looks, the greater your chance is of standing out against the market. People are time-strapped, so you only have a short amount of time in which to grab their valuable attention. One of the biggest mistakes people make is not putting enough time or money into their emails, and sending them out too frequently, because of the fact they are free to send. You need to put as much effort into your emails as you would with a printed flyer going into people’s letterboxes or an advertisement campaign on TV. It can be just as effective, if not more so, and therefore it’s important not to underestimate the importance of investing in your email marketing design wisely. It will pay back for you eventually.
With everything established, you’ll then need to create quantitative goals for your strategy when it comes to arranging email marketing services. Putting key performance indicators (KPIs) in place as part of the best email service is a great way of measuring your success, and being able to establish how well your emails are actually performing in reality. This will enable you to put together data on your campaign, which can help show your return-on-investment, and which can be very valuable for shareholders or investors. Next, you need to compile your return-on-investment projections and set your budget for each campaign. You’ll then need to set up your subscriber list and get your emails sent. Once they’re mailed out, you’ll then need to check back to evaluate the results and tweak your strategy accordingly. It’s always important to keep on top of your data, and constantly analyse what’s happening, in order to be most successful, and the best email service for marketing can provide you with this data.
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