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When email marketing is mentioned, most people think ‘spam’. But email marketing can be so much more than just sending vague messaging out to thousands of randomly selected recipients.
If you’re looking to improve client retention, email marketing can be incredibly effective. Quarterly newsletters are a great way to engage ‘warm’ customers. Make sure you segment your customer profiles and ensure that the stories are short, punchy, and most importantly, relevant! Mix sales messaging with fun and friendly anecdotes and updates. Most people hate being sold to, so make it a conversation. The analytics off the back of newsletter campaigns can be invaluable. You know who’s opened which emails, when and crucially, what they clicked on and how many times. An old client reading about your new product offering 3 times? Well, it may be worth your sales guy calling up for a ‘catch up’ and closing the deal.
As a result of our vast experience in the field, we have the technical expertise to create HTML email designs that work for you, whilst fulfilling all of the necessary criteria to make the campaign as successful as possible on a technical level. This includes: producing files that will not be blocked by spam filters, optimising designs for email preview panels, and a whole host of other techniques that we have learnt over the years. We have also worked on producing HTML email designs that are fully readable on digital media, such as iPhones and Blackberrys.
Retention can also be boosted by asking for clients opinion and feedback. Show them you care, and you’re prepared to work to get them back.
Email marketing can also be an excellent sales tool. Be specific with your database, and even more specific with your messaging and content. If there’s one clear message which rolls through the email ‘subject’ title, email header, body copy and imagery and onto the landing page, then your open, read and close rates will be much higher. There’s a real art to writing good, targeted copy, and backing it up with quality creative.
Regardless of your approach, whether it be new business, retention, referral, or something else – with email marketing, you get a ‘big brother’ transparency of your clients behaviour and feeling towards your views, stories and products/services. So, considering the minimal cost involved in email marketing campaigns – isn’t it time you gave it a try, but this time carry out the right planning and preparation first?
Why not let us help you show you how?
Emails are an excellent communication device for both new business and client retention. If you're looking for more new business, we can devise a strategy with you to define the specific profiles that you're looking to target, obtain contact details for those users (location, position, company type etc) and then devise a concise and clear message which we would want to communicate to them.
If it's client retention you're after - then a newsletter can be an effective and non-intrusive method of staying in touch and 'on the radar' of new, existing and previous clients - keeping you front of mind, and increasing their chances of getting in touch.
“Adaptive does have a large team of creative staff based in the US who do a great job but we had no history in email marketing. We took the decision to bring on Higher Ground Creative to work on some email creative for us and once they understood what we wanted we haven’t looked back.”
"Just wanted to say thank you for your professionalism and commitment to the project. I’m delighted with the final outcome. Please pass on my thanks to your team.."