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Our Guide to Email Marketing Mastery: Why Email Marketing?

Why Email Marketing?
While social networks are saturated with messages, we subconsciously consider our inbox as a place of solace, where the only messages available are ones that we’ve already given the thumbs up.
For the right people, especially small and medium sized businesses, email marketing should be an integral part of any digital marketing strategy. But to master it and achieve your goals, campaigns need to venture beyond the point of build – deliver – repeat. That’s why we created our guide to email marketing mastery – to give you a better grasp of the finer details and help you tap into your business’s potential…

In this series of articles we will be looking at why you should consider adopting an email marketing strategy, how to sufficiently (and legally!) build a database of recipients, how to build a killer email template and how to analyse your results in order to constantly improve. This first article gives you an idea of what you should do before you begin and focuses on answering the question; why email marketing?

Why you can’t ignore it…

While it might feel like an old form of digital marketing when compared to the modern branches of social media and influencer marketing, email marketing is not to be overlooked. Why? Simply, because of the way we view our emails. While social networks are saturated with messages, we subconsciously consider our inbox as a place of solace, where the only messages available are ones that we’ve already given the thumbs up. That’s exactly the mindset you want your customers to be in when your brand pops up. Just as important as design and content, is bypassing spam filters and convincing recipients to add you to their safe-senders list.

Before you begin…

Before you get going with email marketing, there are few decisions that you need to make and some things that you should be aware of:

Legal points

UK marketing and advertising law states that forms of direct marketing must only be undertaken with the permission of customers. Emails must include who you are, that you are selling something, what promotions are included and any conditions. With every marketing email you must include the ability to opt out – customers have a legal right to stop their information being used for direct marketing. You may also want to brush up on the current rules and regulations under GDPR.

Deciding on an email provider

Each email provider offers different services and pricing models, each of which will have separate appeals depending on the frequency of your emails and the size of your database. A firm favourite Mailchimp, for example, offers different plans. ‘The Essentials plan starts at $9.99/month for 500 contacts and 500k emails. The Standard plan adds advanced automations, starting at $14.99/month, and Premium gives you all-areas access from $299/month.’ Remember there are other options, and whatever you opt for, make sure you do your research beforehand. 

Competitor analysis

Before you get going, you want to see what others in your industry are doing. The simplest way to conduct competitor and industry analysis is by signing up for five or six different emails – although its probably best you don’t use your work email. When you receive them, compile them together in a folder and list their strengths and weaknesses. Things to consider include the arrival time, the subject line, the design and the content itself. A great way to get an idea of what themes your competitors are tapping into is to brainstorm the major terms and keywords that are shared across the board.

That’s all for part 1 of our Guide to Email Marketing Mastery – check out part 2 “Building your Recipients”!

Edited by Olivia Newman – 24/10/2019.

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