The Power of the Inbox: ROI of email…

‘It’s not me, it’s you’, said the email

‘It’s not me, it’s you’, said the email. It’s a bitter pill to swallow, but it you’re not having success with email marketing…it may not be the email.

Is it time to level up your email game?

At its most basic level, email is a valuable tool for businesses to reach their customers. At its best? An essential part of your business growth strategy, your most reliable tool for engagement with your customers, your very best channel for leads and your first port of call when it comes to personalising your communications…and so much more.

Email marketing has been around since before social media – but did the rise of social media replace email? No. Has email’s role in your communications been overshadowed? Probably. We think this is a real shame, email marketing is simultaneously the most underrated AND most effective means of marketing when it comes to engagement and lead conversion.

‘Email marketing still promises to deliver the highest ROI of all

marketing channels—$42 back for every dollar you spend.' Forbes

You can’t be blamed for thinking otherwise. With the rise of social media and other digital marketing channels taking much of the limelight (and marketing budget), it’s simply human nature that we would all want to be seen to be using the new shiny things – often at the expense of the old faithful’s. But for those questioning whether email marketing is still an effective strategy – we can tell you it is. What’s more, email has evolved and continues to do so…

From Spam to Sales: The Evolution of Email Marketing

Whereas in the past, marketing emails were seen as…less than welcome, email marketing providers (by that, we mean us) have allowed businesses to level up their email marketing game. Here’s what that looks like:

Automation

Automation has revolutionised email marketing by allowing businesses to send targeted messages to subscribers based on their behaviour.

On our email platform we design and set up specific automated email campaigns through workflows. We drop the emails into the workflow and automate the email sends, this means the sends are automatically sent out to a specific set of data, triggered by the actions of your subscribers.

We drip feed these automations with data, starting off with sending only 50 emails a day and building the sends up slowly. If we are adding data to the workflow… the emails will continue to send.

Bespoke email templates

We design each email template from scratch around your company brand and the brief that you have set. We also design and write all emails for the specific brief and have you sign them off before we start with the sends so we can schedule them into the workflow. Our customer journeys are often a mixture of HTML and Text only emails depending on your objective, message on product or service.

Better data

We build targeted B2B databases from scratch for each of our clients. Because we manually harvest the data, we can target specific Industries, locations, job titles, turnover and much more. Once collected the data is thoroughly checked to ensure the finest quality contacts. Data is collected on a weekly basis for our clients to reach as wider targeted audience as possible. Once we agree on how much data you require on a weekly basis, we will agree a price and fix that price for 12 months.

Non opener monitoring

To ensure optimum open rates of each email, we monitor sends as they go out. If contacts have not opened a specific email 24 hours after send, we will send a slightly different version of the email out to the non-openers only. This might be a text only version or a change to the subject line.

Engaging content

We have a team of copywriters who spend time working with you, researching your company and the competition to ensure your emails include relevant and engaging content. We want to take your contacts on a brand journey explaining your business and its services and encouraging engagement.

Response handling

We will set up a separate inbox specifically for the email sends. From here we take care of all responses, reply to questions if required and just send you through qualified leads.

Personalisation:

Today’s email marketing is all about personalisation. By using data and segmentation, businesses can send targeted messages to specific groups of subscribers based on their interests, behaviour, and preferences.

Email Marketing: A Dying Art Key to Success…

All of the above, coupled with the standardisation of mobile optimisation, the introduction of AI and machine learning and the integration of email with other marketing channels means that email marketing has remained consistent in it’s effectiveness to deliver results for businesses. By staying on top of the latest trends and technologies, businesses can use email marketing to connect with their audience and drive revenue. That’s where we come in.

Email marketing is one of the most powerful ways to get in front of existing and potential customers. It puts your brand right there in their inbox and, done properly, it allows you to connect with your audience in a highly personal and engaging way.

If you’re not properly utilising it in your business, then you’re missing out. Our email packages start from £800 per month. Find out more about our email marketing packages: https://iol-marketing.co.uk/marketing-packages