Email Marketing
Use one of the highest converting mediums online to get sales
Email marketing and automations: if you don’t currently have them in your business, then you should. It doesn’t matter who your customer avatar and target market are; they’ll most likely have access to email.
Want to order something online from literally any website? They’ll need an email address. And email is the best medium in the online world to convert people into customers/clients (as long as it’s done correctly).
People buy from people, and the best way to connect with people is through stories and taking them on a journey. That’s best achieved through written content that lands in their email inbox. It’s personal, matches what they want to read, and the written words they are reading resonate with them.
Yes, people receive numerous emails every day in their inboxes, but the emails they do open, they read through and engage with, and most probably take some form of action. That’s why email marketing is still the best medium for ROI in online marketing (a 36x return according to Constant Contact, not a bad ROI).
The main benefit of email marketing is that you can build a connection with the reader on their terms: 6am on their way to the office or at home having a cup of hot chocolate before bed: they can read the email and take any action at a time that suits them. You’re not trying to disrupt their constant scrolling on TikTok or Instagram; you have their full attention once they open that email.
Email Automation and Customer Journey Funnels
A person usually goes from a prospect to a customer/client and then either a retained customer/client (paying a monthly or yearly fee) or a repeat customer/client (rebuying a product/service). Funnels and automations are one of the best ways to attract and keep individuals as customers or clients.
They might start off downloading a free lead magnet (which could be a short video series, a PDF checklist, a white paper, a cheatsheet, or a chapter of a book) and subscribe to your email list or something else you have to offer (just not a “newsletter” unless the content in it provides meaningful stories to the reader). Then, the subscriber should move through the acquisition phase to become a customer/client. Once they become one, you should have an automation (or a handful, depending on the number of customer avatars you have) to develop the relationship over time.
We help you set up (or optimise) your current automation workflows with whatever email marketing service you’re currently using. If you’re not using one, we’ll suggest one or two choices depending on what you want to achieve.
We’ll then ensure your subject lines, email content, and CTAs (Calls To Action) are the right fit for your customer avatar (the reader), whether they’re a prospect in the pipeline or you want to keep them “in the loop” with stories from your business and what’s been happening to ensure you keep them as a customer/client.
Long-term, Engaging Stories are Key
What is the key focus of any emails you send to prospective or current customers/clients? Resonate with them and get them to take some form of action.
If the reader is a prospective customer/client, it’s best to share stories of how you’ve helped previous customers/clients (who are similar to them) and write emails to encourage them to reach out to you for help (to buy from you, make an enquiry, etc).
If the reader is a current customer/client, then you can share stories about pretty much anything that is going on in your business or personal life. Now, the latter would become more complicated in a larger organisation, but with good planning, it can work well: a story about the main director of the company or the gardener and something happening in their life can resonate with the reader. It’s all about what your customer avatar dictates.
The best thing about choosing DiscoverWeb to help? We work together on it all, from the planning stage to analysing conversions and improving them (every step of the way). We take care of all of the technical setup, writing the emails, automations, A/B split testing, and monitoring of delivery, opens, and clicks. Your input is a few phone/video calls to provide information and for us to show you the results.
Frequent Questions
We write all the copy for the emails and set everything up for you. That could be landing pages, automations, tagging, analysing delivery/opens, and so on.
We offer a holistic approach to email marketing and your web presence.
After an initial discussion about your current position and your desired destination (through the Digital Roadmap Strategy), we get to work. We formulate a plan and map out the exact emails a person will receive, along with a summary of those emails and the desired emotional response and action we want them to take.
Then, after we’ve agreed on everything, we get to work and build out everything. We test email delivery, run tests through optimisations and then we move ahead with our plan on marketing or advertising to get prospective clients to see your landing pages. If emails are going to current customers/clients, then we’ll analyse open rates and click-through rates and provide a monthly summary.
Often, we work with businesses that need help with the marketing/advertising stages of attracting prospects. We utilise email marketing through automations to develop relationships with people and then employ conversion rate optimisation techniques to convert those prospects into ongoing clients. And then retain those clients through multiple touch points.
Yes.
We understand how to translate Geek Speak into plain English, using terms you’re familiar with and analogies to deliver a comprehensive yet simple format that’s easy to understand.
If you understand how to send and receive email and how to navigate a website, then our explanations, along with some video screencasts, will show you everything you need to know.
It all depends on what our measurement targets are and who we’re emailing.
If we’re using advertising as a medium on Google, YouTube or Meta, then results can literally come within a week or two (depending on the budget being used).
If we’re running a re-engagement campaign for current or past customers/clients and you haven’t had much connection with them before, it could take 6-8 weeks to see movement on KPIs. We’ll be able to report engagement through open rates and click-through rates, but individuals reaching out for your help or actually purchasing something may take a little longer.
That’s no problem.
In fact, it can be to your advantage. Us working together to start your email list and keep the list “clean”, as well as having everything set up correctly for email delivery and opens, can be beneficial.
The alternative – where you’ve haphazardly emailed people on your list over the last year or two, which have been mostly sales emails – can cause issues: reduced open rates over time can cause email service providers (the likes of Gmail & Outlook) to bury your emails and maybe even pop them in the spam/junk mail folder.
As well as recipients not being inspired to open future emails and being eager to read what’s in them.
Starting fresh can make complete sense.
No, not at all.
Maybe that comes from the experience of companies who are bad at email marketing.
If you’ve ever received an uninspiring email from a company, the constant “we’re having a sale!” emails or the boring newsletter sent from a company director when he/she remembers they should be emailing people, then you know they can get a bad wrap. These type of emails are dull and uninspiring, open rates will be low, and their list will become stale (but people don’t know what they don’t know).
As marketers, we know that email marketing is one of the highest returns on investment across the board when engaging with prospects online, but you must do everything right to maximise results.
We do the copywriting.
We’ll talk about your customer avatar, your business and your brand. We’ll get a “feel” of the story, vision and the feeling you want readers to have when they read the words. We’ll then craft the best emails that resonate with the readers and encourage them to take the action we want them to take.
Yes.
We’ve worked with most of the email marketing/automation tools/services out there, so we’re confident that we can work together on any systems you have.
The only issue that comes about is when you have lots of automations in your current system, and we need to understand all of the routes, resulting automations, stages, and tagging. It may take us some time to navigate and figure things out.
Yes.
We lead with the best possible email subject line, content and calls to action (CTAs) in the initial stages of the emails.
Depending on the size of your email list, we’ll also A/B split-test email subject lines and CTAs, and then conduct ongoing tests if we’re adding a large number of people at the top of the funnel (the start of the automation) through advertising or marketing promotions. We’re there to keep testing until we’ve reached the optimum conversion rate.
We’ll also ensure optimal email deliverability. We understand that reaching a person’s inbox (and not ending up in the spam/junk mail folder or being rejected) is extremely important. It’s one reason we set up DNS Ninjas.
We’ll review deliverability reports through the email marketing service but also through DMARC reports from email service providers (the likes of Gmail, Hotmail, Yahoo, Outlook, etc) to ensure your marketing emails are reaching inboxes and getting opened.
It’s a collaborative process.
At the beginning, we might be a little off (the design doesn’t feel right for your brand, or when you read the words, something doesn’t feel right). We’ll then rework anything that doesn’t feel right, making revisions and clarifying why certain elements are included in the design or specific wording is used in the copy.
After any initial bumps, the process should be relatively quick and straightforward to approve future campaigns.
We usually prefer to offer an ongoing service where we work with you every week/month.
This works well, as we can monitor, improve, and advise on the best ways forward for your email marketing efforts. We can also review the KPIs for your business and analyse/present what is and what is not working well. A return on your investment is important, and having someone manage everything makes the most sense.
Have More Questions?
If you want some no-nonsense guidance and advice, then jump on a Power Hour call with Nick at Discover Web. He’ll provide you with genuine, honest advice, drawing on over 13 years of experience in the digital world.