‘Them’s are the rules’
There is a big difference between unsolicited ‘blanket bombed’ emails and permission based emails sent – where your customers and contact base expect (and are happy) to receive your email offers every month or every other month (not too often of course). It is also better to abide by GDPR rules by getting permission to send emails, plus it makes it less likely that your email will go into a junk folder or bounce.

A fleeting glance
I am sure you have opened an email from a brand or business you had previously bought from or like because the subject line said they had a sale or a great new offer?
It may be the case that the receiver only glympsed the subject line but didn’t have time to read the whole piece, in which case it may have registered with them for later to contact you when such a product or service is required. As part of your digital marketing strategy, branded email marketing can be scaled up from a few hundred to many thousands of permission based emails, therefore increasing your chances of a positive outcome.

Quality matters
The quality of the presentation, copy and offer is paramount in making a positive impression. Unfortunately, many SME businesses in particular do it themselves in-house, often done by an amateur designer or copywriter and therefore the end result is ofter under par. They miss the target (just like Donald Trump’s shooter  As he said himself, the next day on the golf course, he will not miss (his next putt), unlike the shooter’. Like him or loathe him, you have got to hand it to him. I digress. Another major problem with companies managing their own email marketing is that it can be very inconsistent in terms of when they implement it. This is because many in-house marketeers are either inexperienced, or they are juggling multiple projects and don’t prioritise the email marketing. Permission based customers tend to expect an email at a given time per month or it can throw them off.

Cost saving and Results
Email marketing, compared to a lot of types of marketing or advertising is relatively cheap to implement, even if you farm it out to a third party expert like Artefact Team. You don’t have to consistently pay for paid adverts or for shared ads to the same customer base. The beauty is that you can target different customer groups by type and size etc, tailoring each e-shot specifically to that audience. With most of the dedicated email sending online apps, you can see measurable results from each campaign. This gives you invaluable information as to what works while using the emails as a form of an ongoing conversation with your customer base. Every time you send a campaign it reinforces your brand, which works more effectively then if a prospect found your website accidentally but only visited it the one time. Repetition breeds familiarity, which breeds content/trust.  It can be a simple keep in touch message or something more elaborative (but make sure it’s not too long or too boring).

It pays to use professionals|
We know from our client base that they value both the cost savings and having a professionally designed and managed email marketing service. You and your team can focus on other aspects of your business, safe in the knowledge that Artefact team are managing your monthly (or weekly) email marketing campaigns (and other digital marketing activities).
Why not let us do it for you? Invest from as little as 250 euro per month to use our professional email marketing service. You will be glad you did (and so will your customers).

Remember, various studies have shown that you can lose between 60% to 90% of your client base by not regularly keeping in contact with them. It’s easier to sell to someone who knows you than someone who never heard of you.

Contact myself or one of the team Today!

Wil Lyons
Managing Director
Artefact Ltd (and Webmanagement.ie)