The high level of customer service and support that we have received as a client of Indigo Web has been paramount to our ongoing success and growth. The introduction of an email marketing tool has allowed us to stay up to date with new technology, ideas and practices and has meant that we are able to maintain regular contact with our clients, thanks to Indigo Web’s innovative solutions.
Jamie Smith, Owner, JP Smith Recruitment & HR
The purpose of a well-targeted, designed and informative email campaign is to keep in contact and engage with your customers or clients. Email marketing is all about opening up the lines of communication and connecting with your readers. By providing your customer with a means of direct contact with you, it can help create brand awareness and respect at the same time as generating more sales.
Most marketing activities are difficult to evaluate and it can be difficult to see which tool is proving to be the most effective. With an effective email marketing system, however, you can see very quickly what is working and what is not through detailed data and reports.
When we design our email marketing solutions, a number of elements need to be considered:
We use the permission marketing model which uses the principle of only contacting customers who want to be contacted. This works because you are more likely to convert the customers who have offered their contact details rather than through ‘cold calling’. Every recipient you collect should have opted-in for email communication (or have been a recent customer who understands that they may be contacted). This can be achieved by including an opt-in checkbox on an enquiry form or asking them personally.
Keeping Emails Lightweight
When sending out bulk emails, we know that that the email will be vulnerable to any number of spam filters used by your audience. Images in particular are a red flag for most filters that an email could be spam. Therefore, we try and keep the amount of imagery used in email campaigns to a minimum, without compromising the impact of your message.
An individual marketing email can be read by up to a dozen different email clients, each potentially interpreting HTML emails differently. It takes a lot of time and skill to write HTML emails that work for the majority of readers. For those who simply cannot open the email with their software (e.g. if they are using a new program or reading from a mobile device), we can include a link to a version of the email to be read from a web page.