Email Marketing is Dead.
Long Live Email Marketing.
How many times have you heard the death knell for email marketing? The truth is it’s never been stronger; it just requires more sophisticated techniques to maximise its vast potential.
When done right, it delivers powerful results with a very high return on investment, typically generating returns in excess of 40:1.
Chances are you already knew that, so how can we help you provide the email marketing returns your product deserves?
Email marketing is fast, cheap and highly profitable, and the ultimate relationship and brand-building tool.
It enables your customers to consistently engage with you and your products, telling you exactly what they want in the data you harvest from their behaviour. No other strategy compares in keeping the conversation going between you and your audience, and we’ll power and maintain this essential dialogue.
The Digital Marketing Association suggests that 66% of customers purchase as a result of an email marketing message. A McKinsey report indicates that email is 40 times more effective than Facebook and Twitter combined in helping businesses reach new customers.
Key to successful email marketing is understanding your audience’s needs. Working by your side, our role as your Email Marketing agency is to utilise your existing customer data to create bespoke nurturing sequences which speak to your customer at every stage of their journey.
Our sophisticated techniques enable us to pinpoint exactly what each customer’s position is on their decision-tree. Whether they need more time to research or are itching to convert, together, we will create a journey to develop their interest and power the return both you and they crave.
We design eye-catching email marketing campaigns and have over 15 years’ experience doing so for some of the UK’s leading brands. Alongside this, we deliver a fully-fledged service which takes care of the messaging, strategy, research and data analysis. Whether you are B2B or B2C, Soap has the experience to build highly effective email marketing campaigns that generate stunning results.
We will incorporate a full customer persona analysis, segmenting your audience for the most effective communications. We can help develop your tone of voice and deliver automation schemas to move your customers along the buying funnel based on their unique needs and desires.
We can integrate any CRM platform to leverage content customisation and analytics, working alongside a Marketing Attribution strategy to ensure each touchpoint of the journey is covered. This allows us to streamline your communications and create more meaningful relationships with your subscribers.
Your database tells you so much about your customers, even how to find more people like them. We can use your data to find lookalike audiences across social and search, feeding them into the same bespoke journey workflow processes to foster lifelong relationships.
We will develop core customer groups based on constant behavioural analysis, alongside existing data. This then informs the full strategy, using big data analytics coupled with AI to improve Marketing Automation funnels. We’ll then hit your audiences with the right content at the right time, using incentives and progressive persuasion techniques to develop brand engagement across every stage of the customer journey.
Leverage your subscriber data by personalising your email communications for higher engagement to build trust and loyalty to your brand. We’ll enable you to tailor their experience of your business based on the information they give you, feeding them the content they need when they want it.
Crucial to your message is the wording. We’ll create copy focused on telling your customer exactly what they want to hear at every stage of the funnel, harvesting the insight from your personas to nurture leads towards conversion.
Email is consumed across a vast array of devices and email client software, so it’s imperative the end product renders flawlessly. We create responsive email templates that are cross-platform rigorously tested to ensure your customers always have a positive user experience.
We adopt atomic design principles throughout all screen-based design, enabling all of your designs to adapt rapidly. Whether it’s email, app or web delivering a set of digital brand guidelines and building blocks, we ensure that any communication or storytelling, whatever the medium or channel, consistently follows brand guidelines.
Understanding the customer lifecycle is crucial to mapping a workflow of communications. We evolve your campaigns through content personalisation and A/B testing to maximise your results, based on the results we see in the data.
Most recognisable for their “epic” brand strap-line and award-winning tv ads, MSM came to Soap to help unify their email communications to their customer base.
The customer acquisition journey is rarely linear. Every customer has the potential to take various routes to convert, and we excel in ensuring they are engaged effectively at every juncture and touchpoint.
We don’t build email templates for DIY marketers; our expertise delivers a fully-fledged service that accentuates every element of the customer journey, drastically reducing the risk of drop-off. Adopting a marketing attribution model can increase your revenue between 15% to 35%, whilst maintaining that hard-fought trust and appreciation that is the cornerstone of your relationships with your customers. Email marketing is best optimised when working in tandem across an array of digital marketing services such as SEO, PPC, Content Marketing and more. Discover how our expertise in each of these areas can transform your entire digital strategy.
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Email marketing is a process of promoting products and services to existing and potential customers via email. It exists in every sector and is an easy and often cost-effective means of communicating efficiently and consistently.
Email marketing allows you to maintain and grow your customer base by reaching out with information. This is either about your products and services or content that develops and accentuates your brand. It’s straightforward, easy to use and an excellent way of reaching any customer, with over 4 billion of the world’s population owning at least one email address.
A hard bounce is when an email cannot be delivered to an email address permanently. It comes when the emailing process in your email marketing software returns an error. It’s usually due to an invalid or no longer active email address.
A soft bounce is when an email cannot be delivered to an email address for a temporary reason. It can be for a number of reasons, with some of the most common including the email size is too large, the server may be down, or the recipient’s inbox is full.
A well-thought-out Email Marketing strategy allows you to develop relationships with your existing customers while growing your audience. It’s an effective and inexpensive way of distributing information around your products and services, which can increase leads and conversions.
We build all our reporting around our partners’ needs, focusing on the Email Marketing metrics that align with their stated goals and objectives. This is also reflected in the frequency with which we report, but typically we provide weekly and monthly reporting alongside quarterly reviews which provide further detail.
Tracking the success of your email marketing should be done on the metrics which matter to you as a business. The most important metrics include open rate, click-through rate, conversion rate and the number of unsubscribes. These are all forms of interactions (positive and negative) that your customer takes upon receiving your email.
