Why Every Digital Marketing Strategy Needs Email

Why Every Digital Marketing Strategy Needs Email

Every good digital marketing strategy is multifaceted: Having a website isn’t enough. Brands also need carefully thought-out blogs, active social media accounts, and content like informative articles, captivating videos and helpful graphics that can be shared.

Amidst all this content creation and digital strategy, marketers also need to consider distribution. Without a reliable distribution channel, all the time and effort that goes into creating collateral means next to nothing.
Enter email: 87% of B2B marketers and 79% of B2C marketers say email is one of their most important marketing channels.

Email helps brands reach large swathes of potential customers quickly and easily. The vast majority of consumers check their email inboxes daily, and you can bet that includes your target audience. In particular, email is excellent for:

  • Building brand awareness.
  • Generating qualified leads.
  • Nurturing your top sales prospects.
  • Winning conversions that translate into more sales and higher revenue.

Whatever business, marketing or commercial goals you’ve set out for your next campaign, email marketing can help achieve them.

Brafton’s experienced email marketing consultants will help craft the right strategy to match your industry, audience and goals. Take advantage of our email marketing services to reach a wider audience and bring in more qualified leads.

email marketing

How to Get Your Email Marketing Campaign Started

How to Get Your Email Marketing Campaign Started

Every email marketing campaign needs a detailed strategy to target the right audience and deliver results. Brafton has established a can’t-miss step-by-step process to support any commercial goals.

Define Your Audience

Define Your Audience

Your target audience informs every aspect of email marketing, from the message to the tone to the call to action to the sending frequency. We first need to outline who we’re trying to reach before we can begin devising the best email marketing strategy possible:

  • Are they consumers or business users?
  • Are they already familiar with your brand or will this build awareness?
  • Have they signed up for your newsletter or email list?
  • Are they a former or returning customer?

Most likely, you’ll target multiple audiences through email, each with different answers to these questions. Our expert team of email marketers can get a better idea of who we are trying to reach and how to effectively engage them by understanding the details of each audience.

email marketing consulting

Build an Email List

email campaign

Build an Email List

Once you have a broad idea of who you want to target, you can start to dig deeper and create an email list filled with qualified leads, potential prospects or former customers.

Building a good email list involves understanding a few key concepts:

  • Legal requirements, such as GDPR and other data protection laws.
  • Contact data, and what conclusions you can draw from what you know about the people in your database.
  • List creation methods for the marketing automation programme you use.

Brafton can help build out a subscriber list by developing conversion-oriented content that uses sign-up forms, event registration opportunities and other calls to action to encourage more people to opt into your email marketing programme.

Segmenting your sales targets even further will refine your email lists, letting you create dedicated campaigns for specific audiences based on their level of engagement, position in the sales funnel and more.

Define Your Goals

Define Your Goals

Specific predefined, measurable goals will keep your email marketing on track to produce ROI for your brand. Before you begin emailing anyone, define what these goals are.

Most brands send out a wide variety of marketing emails, such as newsletters, welcome emails, sales reminders, nurture campaigns and more. Each category will have different goals. Set benchmarks for each type of email you send out.

The goals you’ll track will vary, but a few types of metrics to track include:

  • Recipient behaviour: Open rates, click-through rate, click-to-open rate.
  • Email success: Deliverability, bounce rate.
  • Outcomes: Web traffic from email, form fills from email.

Your email consultant will help you define and track your goals.

reports

Choose Shareable Content

Choose Shareable Content

Valuable information is essential for any email campaign. Your recipient should feel like opening your email was worth their time; if they don’t, they’ll be less likely to open the next one.

Shareable content can be any number of things, such as blog posts, infographics, videos or white papers. You might also share coupon codes, sale notifications or cart abandonment reminders.

Create Your Email Campaign

Create Your Email Campaign

Now you can begin putting your campaign together. This will involve writing compelling content, creating email templates, devising workflows and scheduling the launch.

Brafton’s expert email consultants have extensive experience in creating email campaigns on a wide variety of marketing automation platforms, including Marketo, HubSpot, Pardot and more.

email lists

Measure The Results

Measure The Results

Finally, your emails have gone out – it’s time to measure the results. Recall those goals you set at the beginning of the programme and compare them to the outcome. Use this information to determine how you’ll approach email next time.

Your Brafton team will compile this data and present it to you, and will make actionable suggestions on how to move forward with your next email launch.

What to Expect from Brafton Email Marketing Consulting Services

What to Expect from Brafton
Email Marketing Consulting Services

Brafton is a full-service digital marketing agency, which means our team has experience that goes beyond email strategy. We have graphic designers, writers, videographers, technical support and development, and content marketing strategists who can all come together to create a comprehensive digital marketing strategy that utilises email to support every other content marketing effort you make.

We offer end-to-end email marketing consulting services, supporting every aspect of your strategy and working to deliver real results that benefit your brand. Our email marketing solutions help brainstorm, create, launch and evaluate any type of strategy:

  • Targeted asset launches.
  • Drip email.
  • Lead generation.
  • Prospect nurturing.
  • Email newsletters.
  • Automated email messaging
    and synchronised sends.
  • Content-driven outreach.

To support each of these types of strategies, your Brafton team can:

Let Data Drive Email Marketing

Let Data Drive Email Marketing

Through it all, our expert consultants use conversion tracking data and advanced analytics to guide email marketing efforts. We evaluate a number of metrics to accurately assess email marketing performance, address execution gaps and improve upon established strengths.

Some of the core metrics and key performance indicators we review include:

  • Click-through rates.
  • Email deliverability.
  • Open rates.
  • Conversion rate.
  • Newsletter subscriptions.
  • Subscriber list growth.

Our consultants are well-versed in the latest email marketing best practices and can transform any email marketing programme into a winner.

email marketing

Managing Email Marketing at Scale

email marketing

Managing Email Marketing at Scale

Brafton uses a number of different marketing automation and email marketing tools to scale up your efforts and match your capabilities to your aspirations.

Email automation is an important component to any email marketing campaign, allowing your brand to reach the largest audience possible with minimal effort:

  • Create customised subject lines based on diligently crafted email templates.
  • Precisely plan out a release schedule that sends the right message at the right time.
  • Develop drip email campaigns that evolve depending on how recipients respond.

Even at a large scale, email marketing programmes are designed to run themselves, continuing to engage prospective customers, nurture leads and produce valuable conversions. They’re the perfect way to support your marketing efforts.

Email is one of the most important marketing channels you can use today. Get more out of your email strategies by working with an expert consultant.

Let Brafton guide your next email marketing campaign. Our email marketing services can help you meet all of your marketing, business and commercial goals.

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