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What is Email Marketing?

email marketing diagram

In its simplest form, email marketing is a software tool that helps you create professional looking emails and automate the emailing process when you are trying to send your marketing message to a large group of people.

It will allow you to personalise each email, for example, your message could start with Dear 'first name' with the name being automatically substituted for each name in your mailing list.

You can create individual groups within your contacts, for example you could have a customer list and a prospects list. The message given to each group may not be the same. As an example, you don't really want to be sending special offers to customers who already have your product, however this message would be entirely relevant to your prospects.

Your email list is likely to have been built up through a variety of sources, however a key aspect of your website is to capture additional email addresses that become part of your marketing distribution list (who will hopefully become customers). To ease the process of gaining visitors email addresses, it can be useful to offer some form of free gift or ask them to sign up to your newsletter to be made aware of such things as future offers or hints and tips.

The more sophisticated email marketing tools allow you to check such things as ''open rates'' for your emails. If you don’t know how many people are actually interested in what you have to say, you could be wasting your valuable time.  If the open rates are low, it could suggest something is wrong with your campaign. You can then experiment with such things as your message title and your content and then re-examine your open rates. It could also suggest that you sent your email at the wrong time of day. Many studies suggest that morning and early afternoon are the best times to send emails. However, there are so many variables that it is a good idea to test yourself to see what works best with your distribution list. 

A point to remember is that you don't want to be classed as a 'spammer'. You should only be sending emails to people who have expressed an interest in your products/services. You should also have an ''unsubscribe'' option on the emails you send out.

What are the benefits of email marketing?

As a business owner, you are undoubtedly looking for ways to increase your sales and ultimately grow your business. Email marketing, if used properly, allows you to get your marketing message out there on a regular basis to then build trust and establish a relationship with both existing customers and prospects. It is relatively easy to use, inexpensive (there are free options out there!) and has proven to yield impressive returns on your investment.

Do you want to grow your business through Email Marketing?

If you do, have a look at the options below. The entry level is suitable for new businesses or businesses new to email marketing. The advanced level is suitable for businesses who are likely to email to thousands of people and are looking for a fully functional advanced tool.

Entry Level (Activ website customers) includes

Option 1:

  • Ability to create separate distribution lists
  • Suitability for email lists of several hundred subscribers
  • Access to admin section of website to create emails and test out what they look like
  • 1 to 1 training plus user manual
  • Graphic email header to be used for all emails
  • Free ongoing support

All of the above for £139.

Option 2:

If you are unsure of the benefits and would like to try email marketing with minimal initial outlay, but still have the option to upgrade at a later date, this may be the option for you.

Includes everything in Option 1, however there is a setup fee of £38 and a monthly fee of £5. You can upgrade to Option 1 after 6 months or 12 months at a cost of £87 and £67 respectively.

Advanced Level

There are 2 options here and the most appropriate one will depend on how you intend to use the tool and what your expectations and strategy are. A very good tool is MailChimp and depending on your usage (number of subscribers and emails sent per month) it could well be free. There are also paid for services, where there is a monthly charge based on subscribers and/or number of emails sent each month. The main advantages of the advanced level over the Entry level is greater level of automation, more flexibility and customisation of the actual email content and advanced reporting i.e. check on open rates. Typically the work involved in this type of service is the initial setup of the system and configuration of email templates for you to reuse. The needs of individual businesses do vary and we therefore recommend a free no obligation consultation to determine how email marketing will work best for your business.

Contact Details

Allan MacDougall

Tel. 01934 517729

Mob. 07527 837983