Digital

Email marketing and automation

According to Hubspot, marketers who use segmented email campaigns note as much as a 760% increase in revenue. Email marketing and automation works to engage your audience, checking in with them at regular touchpoints to support the finalisation of sales.
More sophisticated and powerful than ever before, email marketing offers marketers a high return on investments. When managed successfully, you will generate more leads, finalise more sales and increase brand visibility and customer recognition.

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WHAT IS EMAIL MARKETING AND AUTOMATION?

Email marketing is a fast, cheap and highly profitable marketing channel that supports you in building relationships with your customers and growing your brand. It is the act of sending a commercial message, typically to a group of people using email. These emails may be advertisements, business updates or your latest blog post, and may be used within a thorough content marketing strategy.

Alongside this, it is also important to set up email funnels which portray the journey you want your audience to take. As part of this, you may consider setting up email automation. Email automation is the ability to send time or action triggered emails to subscribers with relevant information.

The main purpose of email marketing is to build loyalty, trust and brand awareness while increasing leads and sales. It encourages your subscribers to revisit your website and gain insights from your content regularly. The Digital Marketing Association suggest that 66% of customers purchase as a result of an email marketing message.

Since the introduction of the General Data Protection Regulation, it’s more imperative than ever to ensure that your email strategies are completely compliant. It’s vital that your emails are only sent to contacts that have opted in to receiving your marketing. Get it wrong and you could find your business looking at a hefty fine.

How do EDGE approach email marketing and automation?

We have over 15 years’ experience in designing eye-catching, high-quality email marketing funnels and campaigns. We can craft messages that are personalised and segmented for specific audience groups in order to deliver the highest response rates and return on investment. Whether you are B2B or B2C, we have experience building highly effective email marketing campaigns. Our process is as follows:

Our process for building highly effective email marketing campaigns

01
STEP ONE: SEGMENTATION

Understanding exactly who you will be targeting is imperative to the process of segmenting your email lists. After we have organised your customer personas, we can segment your audience to achieve the most effective communications.
Aligning this with your customer journey mapping, we can create personalised email marketing funnels, touching base with your customers at the most integral parts of their buying journey through automation.
Making sure you fully understand your target audience is an imperative step in developing the appropriate tone of voice and deliver the right messages at the right time.
02
STEP TWO: DESIGN

Ensuring that your email looks professional, is branded correctly and matches the rest of your marketing processes is important for achieving email marketing success.
Our talented team of designers will perfectly curate the best email templates, embodying your brand and company values to ensure they follow your brand guidelines.
03
STEP THREE: EMAIL BUILD

There is nothing worse than clicking open an email to see that the text is off centre, the images don’t align, and you can’t click through on the call to action.
Our developers will build responsible email templates that are cross-platform tested to ensure they display correctly across different devices and web browsers.
04
STEP FOUR: CONTENT AND PERSONALISATION

Leverage your subscriber data by personalising your email communications. Mailing Manager state that personalising your emails can achieve up to a 55% increase in open rates. By tailoring your audience’s experience of your business, you create a personal relationship.
Our email marketing experts have experience crafting personal emails that actively engage your target audience, pushing sales and gathering new leads.
05
STEP FIVE: TESTING & OPTIMISATION

Looking at how your different segmented contact lists engage with your emails will give you a good idea of whether you need to change any factors of the campaign. Do you need to send the emails first thing in the morning or do your audience engage better later in the day?
This A/B testing supports us in evolving and optimising your campaigns for the best results.
06
STEP SIX: AUTOMATION

Automating your emails ensures that you can reap results even whilst you sleep. You will ensure that you give your subscribers the right content and the right time by using progressive persuasion techniques to nurture prospects over a longer period.