Email Marketing That Works
Every brand needs a carefully planned email marketing strategy that perfectly aligns with its purpose and its customers. About 99% of British email users check their inboxes every day, so with the right strategy, you’re sure to reach your target audience. Email marketing services are important as they ensure you’re connecting with your customers and audience on a deeper level, using expert advice and the best up-to-date tools.
Finding the Right Email Service for Your Needs
Completing your email marketing in-house comes with its challenges — especially if you’re a small business or don’t have experience developing effective campaigns, writing quality copy or accurately managing marketing technology such as auto-responders. Relying solely on an email marketing platform to build campaigns won’t guarantee their success.
Why Work with an Agency?
Brafton is an email marketing agency that acts as an extension of your marketing team. Our email marketing experts can create a thriving email outreach programme to engage your readers. Your team at Brafton will take the time to understand your brand, goals, mission, values and target audiences while providing services such as newsletter management that are reliable and maximise marketing automation and the best in-data analytics.
Analysing information such as CRM data, website interactions, prior campaign activity, recent purchases, location data and customer feedback helps us determine what content to send to which contact lists, when to send it and how to measure success.
Our end-to-end email marketing services look something like this:
Develop personas for your
target audiences.
Create relevant content that will help you build out your email lists.
Optimise your opt-in forms.
Enable consistent social media branding.
Implement optimised automation features from the best email marketing software for your use case.
Segment your audiences and email addresses.
Devise a campaign.
Craft compelling email copy.
Create polished, responsive email templates.
Conduct A/B testing to generate benchmark email performance.
Measure results, like open rate, click-through rate, conversion rate and more.
The result: More sales-qualified leads in less time.
Building Email Lists
Before you can deliver personalised email content, you need to capture subscriber emails. And there’s no better way to build new leads than with data-driven digital marketing.
That’s why our strategists and consultants work directly with our creative teams to create content for your website that will help you convert visitors into subscribers. Part of our full scope of services feature:
- Blog posts.
- Social media marketing.
- Conversion landing page copy.
- Gated assets such as eBooks, white papers, case studies and infographics.
- Calls-to-action such as opt-in forms.
- UX audits and site design.
- And more.
Once you have a database of contacts you can engage through email, it’s time to get to know them. Persona creation and email list segmentation will help you draft targeted emails that resonate with the reader.
Persona Development
Know your audience: This is paramount to digital marketing that works. The same goes for your email marketing strategy. If you don’t know who you’re talking to, how will you know what to say?
Your team at Brafton can help you define your brand personas through a process that involves:
- Discovery: We get to know your pain points, value proposition, and marketing and commercial goals.
- Research: We learn about your industry, how your brand fits into it and what the typical customer journey looks like.
- Development: We create each persona to have characteristics that reflect your actual target audience and achieve a specific goal through digital marketing.
- Presentation: We introduce you to your brand personas with a carefully crafted presentation for your team.
As your target audience changes, we can adjust your personas to match.
Email List Segmentation
Email list segmentation is the beating heart of a targeted email marketing strategy. Our specialists leverage leading email marketing platforms such as Pardot, Marketo, Hubspot, Mailchimp, Sendinblue, Aweber, GetResponse, Campaign Monitor and more to create precisely segmented email lists. We can also help manage your email database to maximise email deliverability and minimise bounce rates, whether you’re using a paid plan or free plan.
Lists can be segmented based on factors such as:
- Job title.
- Demographics.
- Location.
- Interests.
- New subscriber or existing customer.
- Prior email campaign engagements.
- Website activity.
- Download history.
- Purchase history.
- Event and/or webinar attendance.
- Membership status.
- Cart abandonment.
- Type of email account (e.g., business vs. personal).
- Business type.
- Birthday (if you want to add a personal touch).
- Income.
- And much more.
Some of these factors will matter more to some brands than others depending on their industry, customer base and other variables. The key to successful targeted email marketing is to thoughtfully segment lists, and decide which of those lists to include in which campaigns – or alternatively, how you’ll build campaigns out for specific lists.
This research enables us to understand which contacts should receive an email newsletter, for example, versus which contacts would be better served with a sales demo email.
Succeed, and you’ll see greater open rates, higher click-through rates, more conversions and fewer opt-out emails.
Email list segmentation is
the beating heart of targeted
email marketing.
____________
Email Marketing Programme Creation
Our email marketing services begin well before the first email is sent, and continue long after your first campaign wraps up. We’re here for you every step of the way, from determining the goals of your campaign and how to meet them to evaluating the results.
Email Template Design
Email design cannot be overlooked. The way your email looks must reflect the message you’re delivering. Your email strategist, alongside our team of expert graphic designers and technical services team, can create email templates for your marketing campaigns that are created for maximum engagement.
The elements of what makes a great email template depend on your goals for the email campaign, the tone you’re trying to set and how you want the audience to respond to that message. Some marketing emails are best as plain-text, authentic-looking emails, while others should be framed in eye-catching graphic design. Every component from the typeface to colour scheme to CTA button design should be carefully considered.
Branded emails that reflect your core tenets will help with brand recall and recognition.
Marketing Automation
Marketing automation makes it easy to automatically assign certain campaigns to specific email lists and vice versa.
With Brafton as your guide, we can help set you up with the email marketing platform of your choice, including Hubspot, Marketo, Mailchimp, Campaign Monitor, Active Campaign and others. From there, we can take the reins on your email automation efforts including, but not limited to:
- Scheduling the delivery of automated email newsletters.
- Automating welcome emails for new subscribers.
- Sending out transaction emails and account updates.
- Setting up content delivery emails for when a user downloads a gated asset.
Drip Campaigns
Drip campaigns take targeted email marketing to a new level. Pre-written emails are scheduled for delivery to specific recipient lists. The way recipients react to one email determines what email is sent next. For example, a user who clicks on a link in the email will receive a different email than someone who doesn’t.
Think of email drip campaigns as an episodic, organised and automated form of targeted lead nurturing in which there is a well-defined end goal. That goal is usually to guide the lead on a path to eventually scheduling a demo with your business. To help you reach this finish line, Brafton email marketing strategists work with our agency writers, designers and consultants to:
- Create the email content and format it in a template.
- Map out the drip campaign based on the triggers.
- Determine which actions the user should take in each email.
- Orchestrate the timing of each message to maximise results.
- Measure the outcomes of the campaign and adjust accordingly.
Campaign Results Reports
The key to email marketing that converts is understanding what, exactly, resonates with your potential customers. That knowledge can only come from experience and data collection.
Your email strategist will review campaign metrics to determine how well your emails are performing. They will also make actionable recommendations to improve your approach to email marketing.
The signs of success come from many places, including the email automation tool you use, your website analytics, social media engagements and interactions and more. Your dedicated strategist can collect all relevant data from around the web, and bring it together to paint a clear picture of how your marketing efforts are benefiting your brand.
Email Content Creation
Your email strategy requires strong copywriting to support it. Our editorial team can write robust content for any type of email your brand will send.
Here are a few popular types of branded email content we can create for your organisation:
Email Newsletters
Email newsletters outperform all other types of lead-nurture content – both for B2B and B2C marketers. They’re a welcome, non-intrusive way to engage leads and get them back on your site to review your latest and greatest blog posts, eBooks, white papers and other feature content.
At Brafton, we can help you capture more emails using organic content marketing methods, segment your lists of recipients, select which content to promote through your newsletters, create the written and visual content in the actual newsletters and automate send times. We make sure that your email templates are mobile friendly, and we measure success with KPIs such as:
- Email deliverability.
- Open rates.
- Click-through rates.
- Conversion rates.
Finally, we apply what we’ve learnt toward further optimising newsletter performance.
Lead Nurturing Emails
Newsletters and drip campaigns aren’t the only ways to curate a highly personalised lead-nurturing experience.
The opportunistic email marketer is always on the lookout for prospects to use a growing content library, limited-time-only offerings and special events to engage leads without alienating them. Using email marketing software, we can help you craft one-off lead-nurturing emails to support your other marketing initiatives:
- New asset launches.
- Free score cards or reports.
- Notifying a lead when a product or service they have shown interest in goes on sale.
- Free consultations.
- Seasonal promotions.
- Event announcements and invitations. Product launches.
- New webinar promotions.
- Surveys.
- And more.
Sales Emails
The eventual goal of any targeted email marketing campaign is to schedule a product demo with a lead. Our strategists, consultants, writers and designers deliver email marketing services that work up to this final stage.
Once the time comes for the demo request or the hard sell, we can also put our lead generation gurus to work for you to help craft personalised sales emails that will convert at the last mile of your email marketing campaigns.
Transactional Emails
Every interaction between your brand and potential or loyal customer must be of the same quality and care – especially after they’ve just invested in your product or service. Each transactional email should be branded and engaging, appreciative of their purchase and include all essential information.
A poorly created transactional email – or no email confirmation at all after a purchase or download – can leave a bad impression that prevents an existing customer from coming back to your website. Fortunately, any email marketing tool makes it easy to set up automated emails that are triggered by actions taken on your website or e-commerce store.
The email strategists at Brafton can help you develop your transactional emails to include everything from branded imagery to essential information, and leverage the automation tools you use to deploy emails at the right time, every time.
Welcome Emails
You only get one chance to make a good first impression via email – and that’s with your welcome email. This will shape how subscribers view your brand when they see it in their inbox, and could determine if they’ll open the next message from you, or immediately archive it.
We can help you frame your welcome email in the right light to encourage engagement and continued interactions.
The ROI of Email Marketing
Email marketing is one of the easiest and best digital marketing channels for small businesses to large. Not only is it simple to reach a global audience, but your brand can deliver targeted messages and easily analyse data and results to perfect your email strategy even further. All for a much lower cost than funding a national paid advertising campaign.
Precision is our proficiency at Brafton. We work directly with your brand to refine your target audience, take aim and launch highly successful data-driven email marketing campaigns with the highest return on investment (ROI). Working with an email partner who’s passionate about building strong customer relationships with the latest email marketing trends provides your organisation with improved sales, increased website traffic, a better idea of your customers’ wants and needs and personalised content that will turn every potential customer into a loyal audience.
Not in the UK?
Check out our international email marketing services: