It is easy to see why email marketing is so popular and why we all get so much junk mail in our email boxes – it’s cheap to send and anyone can do it - badly.

Email_Marketing_1Good email marketing is targeted, relevant and of interest to us and therefore useful. Used correctly it can be one of the most effective marketing strategies you can adopt.

Regular emails will keep your current clients up to date with your latest product or service, cross sell other services and encourage them to do more business with you, or just reassure them that they made a good choice using your services or products in the first place.

Mailing lists

Buying lists from providers is generally not a good idea. Your mailing list should be made up of clients that you know and who have bought products or services from you, or potential clients that have made an enquiry and have shown an interest in your services or products, or have opted in to receive further communications.

A recent court ruling went against John Lewis because they used a soft op in by way of a pre ticked box. Though the individual had registered he did not buy anything. The court decided that registering did not constitute a negotiation for a sale of a product or service.

The ICO states that organisations can send marketing texts/emails where:
  1. you have obtained the contact details of the recipient in the course of a sale or negotiations for the sale of a product or service to that recipient;
  2. the direct marketing material you are sending relates to your similar products and services only; and
  3. the recipient was given a simple means of refusing (free of charge except for the cost of transmission) the use of their contact details for marketing purposes when those details were initially collected and, if they did not refuse the use of those details, at the time of each subsequent communication.
This means that a pre ticked box is not acceptable and the user must express consent before you can add them to your mailing lists.

Develop ways of capturing permission led prospect information on every page of your website or in your marketing material. Build your list over time and go for quality over quantity.

Email content

Make your message relevant.
Know your audience and make your content interesting.
Decide what you want to achieve from your mailing.
Make your message; targeted, educational, rewarding.
Make your subject title interesting but not spammy
Measure the results

Emailing systems

There are numerous emailing systems available. They offer many benefits:
  • White listed servers to maximise delivery of your email
  • Spam checking of content
  • Autoresponders
  • List management
  • Design templates
  • Result tracking – open rates and click rates

We use a proprietary emailing system for our own email marketing and manage email strategy for many of our clients.

Mark Langston