Email Marketing: Make sure it delivers

Updated: June 11, 2019
Email Marketing: Make sure it delivers

In order to get the most out of email marketing, you must understand the core fundamentals and how it works, otherwise you may be inadvertently creating junk mail that no one wants.

Smartphone, tablets, Facebook, twitter, Instagram apps – the past decade has seen digital technology explode and transform how we buy, sell and run our businesses. Online is now king and consumers have multiple platforms through which they can search and receive information.

However, these multiple channels can be a marketer’s nightmare. What is the best marketing mix and how much should you spend and where? What is the most effective channel for reaching new customers or for selling your products and services?

Yet, despite the myriad of social channels, email marketing – the old-timer of digital technology – is consistently delivering the best results when it comes to digital marketing.

Email delivers.

Over the past year, business surveys have found that email delivers the best ROI, with growth improving year on year.

Beats Other Channels Hands Down

E-mail remains significantly more effective for acquiring customers than organic social media — nearly 40 times that of Facebook and Twitter combined (not including paid social advertising). Based on recent data, 91 percent of all consumers still use e-mail daily,[2]and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.

Getting someone to help you run that side of the business will allow you to focus on the important day-to-day tasks. A reliable online marketing company will be able to improve your website’s overall look and content, which can provide a better user experience. It can also boost your search engine rankings on engines like Google, Yelp, and Bing.

Boost Returns Through Technology

Email generates fantastic results for those who are making the time to adapt their marketing practice to the changing expectations of their customers.

One proven way to boost ROI is to make use of functions such as personalisation, automation, dynamic content and mobile optimisation

Our powerful yet uniquely simple e-marketing program EdgeMail, allows you to send engaging, strategic emails to your database with real-time campaign reporting at your fingertips. You can track exactly how many people read your email, who they were and what they have clicked on. You can then use this intelligence by integrating it into your sales funnel.

Content and timing are the keys to successful email marketing campaigns. With these measures in place under our professional guidance, you will maximise your customer engagement and minimise the risk of being perceived as junk mail that can result in the dilution of your brand.

Multi- Screen – Multi-Platform

Smartphones, tablets and desktops are all commonplace with consumers often using all devices when considering a purchase. At least 60% of online adults use at least two devices each day, although Smartphones are increasingly dominating. From 2010 to 2015, email opens on mobile devices increased by 30% > however, consumers constantly move between devices, with 40% of online adults will sometimes begin an activity on one device and finish on another, or visit a shop and buy online.

Be Relevant Or Be Deleted

Marketers want to personalise experiences across multiple channels and touchpoints. An email address acts as a unique identifying key – the email address, which acts like digital passport. Without email, building a profile of the (potential) customer becomes a very tough job

If your emails aren’t meaningful or accurate they’ll be ignored and binned. Today’s consumers expect brands to know who they are and provide them content they care about. You have to deliver the right message, to the right person, at the right time.

Relevancy is essential and the fastest path to revenue. Emails with personalised subject lines are 26% more likely to be opened and marketers have found a 760% increase in email revenue from segmented campaigns

Dynamic Content

Consumers get frustrated with websites when content (e.g. offers, ads, and promotions) have nothing to do with their interests. Marketing content needs to adapt to individual customers’ specific interests. Blasting your customers with one-size-fits-all messages just doesn’t work which is why personal messaging is so vital.

Email Automation

Email automation makes it easy to send personalised, timely, relevant emails to customers at the right time.

Email has completed its transformation from “work-horse” to “work-horse with brains” for delivering effective business results. The gap between those forward-thinking email marketers and the others will continue to widen. Segmented and targeted emails generate 58% of all revenue.

The ninth annual Email Marketing Industry Census, sponsored by Adestra, is based on the largest survey of email marketers. Over 1,000 respondents took part in the 2015 Census, which took the form of an online survey in January and February 2015.


Mira -

Head of Paid Media

1300 558 659 -

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