Managed Email Marketing

Using newsletters to promote your business products and services is one of the most effective forms of direct response marketing available to advertisers today — and a cornerstone of digital marketing altogether. But how do you take advantage of the medium to gain optimal value? The answer: Engaging an email marketing agency.

Having a fully managed email marketing service that uses the best marketing automation tools, expert design services and perpetual optimisation will help you get the maximum out of your efforts. Automation, templates and analytics play a crucial role in this process.

At Brafton, we develop, design, build and track your personalised email campaigns from conception to delivery, integrating them with social media and your email list, providing a fully managed solution.

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Managed Email Marketing as a Service

Brafton’s newsletter management service is an end-to-end solution to all your email newsletter, strategy and delivery needs.

Your Brafton team, composed of an account manager, project manager, content writer, designer and email campaign consultant, will work together to manage every aspect of your campaigns. Backed by marketing automation tools of your choice and personalised research into your brand’s customer journey, your team increases touchpoints with potential subscribers and drives ROI with every email message.

Our process is meticulously crafted, from initial planning to execution, leveraging our extensive experience in the field. As industry leaders, we utilise cutting-edge strategies and tools to create compelling content that resonates with your audience, integrating analytics and social media where needed.

As one of the most effective methods for direct response marketing, email newsletters help businesses connect with their target audience in a personalised way, as well as increase sales. Our authority in this space is reflected in our ability to deliver results, time and time again, using the best email newsletter software.

Trust in Brafton’s expertise to guide you through every stage of this vital marketing channel, from email list building to email template design and automation features. With our newsletter marketing services, you can send unlimited emails, engage with email subscribers and even offer a free plan for those starting out. 

Plus, our email automation capabilities ensure that you’re always in control.

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1. Choose an Email Service Provider

Getting started on your email newsletter campaign doesn’t have to be difficult. First thing’s first: You’ll want to take advantage of an ESP (email service provider). ESPs provide email marketing software that allows businesses to send bulk emails and collect, store and organise email addresses and other contact information. More advanced ESPs have additional tools that allow you to:

  • Conduct A/B testing.
  • Segment leads.
  • Measure and refine email deliverability and other analytics.
  • Create signup forms for your website.
  • Leverage drag-and-drop content blocks from an email template or completely customise email content.
  • Add dynamic content to your emails.

There are many email newsletter platform options out there, and Brafton has experience using most of them, including Mailchimp, HubSpot, Marketo, Campaign Monitor, Salesforce Marketing Cloud and Pardot.

These tools offer various automation features, such as newsletter management, marketing automation and email automation, to help you create effective campaigns and manage your email list.

2. Develop an Email Marketing Strategy

Your email marketing strategy is about more than developing mailing lists and creating compelling email messages. You also need to consider 1) What types of emails to include and 2) When each one is used.

Types of Emails to Include in Your Marketing Strategy

The type of email you choose depends on the message you want to convey. Here are some common email types that Brafton creates for clients:

Email newsletters are often the first and most approachable form of email communications a person receives from a company. Fill them with entertaining or informative content, thought leadership pieces or coupon codes to encourage purchases.

A transactional email is sent after a user completes some type of conversion, such as making a purchase or downloading a piece of content. Include details of the transaction and a message of gratitude in these emails.

When someone signs up for email communications from your brand, you have just one chance to show them that sharing their email address with you was worth it. Welcome them to your community by sending them an email that shows thanks for their attention, explains your brand and previews the types of emails they’ll receive.

Your email list wants to know what you have to offer them, so tell them! Sales or promotional emails can share information about the products or services you provide, new offerings your audience will be interested in, company updates like expansions or leadership changes and more.

No matter the type of email communications you need to include in your email marketing programme, Brafton’s expert content creators can develop spot-on mailers your audience will respond well to, utilising the best email newsletter templates and automation features.

Each type of email should be strategically used and deployed only when appropriate. With many popular ESPs, you can set up trigger emails, designed to be sent after specific criteria are met. You can also create emails with dynamic content so each reader sees content that’s meant specifically for them.

Here are some criteria you might use in your email marketing campaigns:

  • Lead score change.
  • New contact sign-up.
  • Content download from a website.
  • Left items in the shopping cart.
  • Requested a demo.
  • Clicked in a previous email.

Determining the right moment to send an email to a contact is a thought exercise that requires close understanding of user behaviour and audience expectations. Your content marketing team at Brafton can help you choose the most appropriate triggers for your brand to use in its email marketing strategy.

3. Build a Mailing List

Next, you need a list of contacts that you can send your email communications to.

You can quickly develop an email list through the strategic use of customised website pop-ups, eye-catching calls to action and newsletter subscription form fills placed throughout your website. Gated content such as valuable eBooks and informative white papers are also effective ways to encourage people to sign up for your email newsletter and other communications.

The result is a strong list of subscribers interested in your brand and wanting to receive your content.

Once you have a list of email subscribers, it’s essential to segment it to ensure your content is crafted to maximise desired outcomes. Targeted emails require at least some personalisation, making customer segmentation critical for a strategic email marketing programme. Your Brafton email management team helps you parse through subscribers based on criteria including age, gender, job title and more, utilising marketing automation and Google Analytics 4.

Email communications can then be tailored to each specific segment, ensuring your content marketing is pertinent and useful for recipients, supporting continued interest and trust in your brand.

With unlimited emails and advanced features, you can reach your audience effectively. Whether you’re a small business or a large corporation, our email marketing services include creating signup forms, list management and campaign monitoring capabilities to ensure success in your campaigns.

4. Design Beautiful Email Templates

Your emails have to look great for them to make a good impression on your readers. Every brand is different, so your email template design should be tailored to your unique style.

Brafton’s in-house graphic design, technical and creative services teams work together to build HTML email templates that capture reader attention. The email templates we create and  incorporate custom illustrations and imagery, calls to action and other design elements meant to encourage conversion and interaction.

Our automation features allow for automated emails, while integration with Google Analytics provides valuable insights. So, once your template is designed and uploaded into your ESP, you’ll be sending beautiful emails in no time.

5. Write Compelling Email Copy

Brafton’s industry-focused writers will incorporate email marketing best practices into the creation of original email newsletter copy geared toward your audience.

Content is based on specific subscriber personas to leverage the benefits of personalisation and encourage higher open and click-through rates. Everything from tone and style to structure can be tailored to your unique requirements.

There are several components of great email copy:

Subject Lines that Cultivate Engagement

Starting with subject lines that utilise language proven to inspire interest and urgency among recipients, your content writer will ensure your email campaigns are laser-focused on generating appeal and engagement.

Custom-Curated Content

Most of the content that your emails feature can be created from scratch or curated based on your current blog posts and other assets from your content marketing campaigns.

Your content marketing strategist and project manager can measure the performance of existing collateral to determine which pieces of content resonate most with your target audience based on website traffic, time on site, bounce rates and other metrics.

With this information, emails can be created using repurposed content, both expanding the value of your current assets to subscribers and spreading awareness to new audiences. Your content writer will craft copy to provide email recipients with tantalising snapshots of your content, driving targeted traffic back to your website.

6. Set Up Your Campaigns

Once you have all these elements in place, it’s time to set up your email marketing campaign. Each ESP has nuanced ways to do this, but Brafton’s expert email consultants have experience preparing and organising email campaigns across all major email marketing platforms, including newsletter management and automation features.

Launching your campaign may include:

Uploading your custom HTML template into your ESP.

Creating segmented email lists.

Adding copy to templates for specific email newsletter launches.

Building workflows that specify which emails will be sent, when.

Using your marketing platform for email automation will make your strategy into a robust system that continuously nurtures leads and develops a bond between your audience and your brand through email newsletters and targeted emails.

7. Track Your Results

Email marketing is a cyclical process that always has an eye on improvement. After your email campaign launches, it’s time to collect and review data to make sure it’s working how you expect it to.

Your content marketing specialist will gather information about your email performance, analyse it to determine its success, present it to you and your team and make recommendations for improvement.

Some of the most important metrics we analyse include:

  • Deliverability: Whether or not your emails are actually delivered to subscribers’ inboxes.
  • Open rates: How many recipients opened the newsletters.
  • Click-through rates: How many recipients clicked in the emails.
  • Click-to-open rates: How many of the people who opened it, clicked.
  • Unsubscribes: How many recipients opt out of email communications after receiving your email.
  • Website traffic: How much of your site traffic can be attributed to your email marketing programme.

Oftentimes, marketers will delight in these metrics — especially click-through and click-to-open rates — because email marketing is still a powerhouse for direct response marketing. Users who are receiving your emails have actively opted into them, which means they’re more likely to be interested in and engaged with the content.

In addition to tracking email-specific metrics, your Brafton team will also monitor website traffic using tools like Google Analytics to understand how your marketing emails drive on-site interaction and conversions.

Understanding these metrics and more gives you greater insight into your audience’s preferences and the smartest ways to market to them.

 8. Optimise for Success

Effective email marketing doesn’t end with the launch; it actually evolves further. At Brafton, we don’t send and forget. We continuously monitor, analyse and optimise your campaigns, ensuring they’re on target and achieving goals. Each email, whether it’s a newsletter or targeted communication, is a valuable data point that can be used to enhance overall performance.

From the initial ideation to ongoing optimisation, we make sure that your campaign starts strong and improves over time, leveraging marketing automation and analytics. Our commitment to excellence ensures that your email list receives content that resonates, drives results and reflects your brand’s unique voice.

Not in the UK?

Check out our international newsletter management services: