Email marketing is a great way to win more business from your existing audience. Having a constant dialogue open, to announce new offers and services, keeps the momentum of sales and interaction moving in the right direction. Customers can quickly become tired of relentless offers and discounts, so it’s important to offer more than just a good deal.

You can give customers more reasons to return to your business if you give them added value in the form of free information. For example, a gym owner might send their customers occasional free workouts or fitness advice – not only is it another excuse for your brand name to pop-up in their inbox, it also makes your customers feel more valued as part of your brand. To encourage more of your audience to sign up for emails in the first place, you could even choose to make some of what you offer exclusive to email subscribers, such as discounts, advice or insights. At Heatherbank we can provide campaigns that do all of this and more.

Growing your customer database is usually the first hurdle, and the biggest one, on the road to success in email marketing. But there are several techniques that we can help you employ to gather enough data to see positive results in your business. Whether it’s creating exclusive offers, handing out sign-up cards, or running competitions based on subscribing to emails, we can provide the means to collect data from people who are genuinely interested in your products or services. Once you have a healthy list of data to market to, there are new opportunities to use that data to create even more, through customer referral campaigns. The most important thing to remember about your data is that it needs to be made up of customers who are genuinely interested in opening your emails regularly, otherwise you won’t be able to analyse the performance of your emails at all.

When you’re ready to start sending emails to your audience we can either manage the whole process for you. We would agree how often you’d like to email your audience and provide designs for each email to be approved before we send them out. The content of each email would be unlimited, although we always recommend sticking to a bitesize amount of text for each part of the email to avoid burdening your audience with overly long emails. If you already use a marketing platform that incorporates email campaigns, we can design branded email templates for you, so that you can focus on just adding the content. We can even create short-term landing pages, if you don’t necessarily want to send traffic directly back to your own website.

A few days after sending your email campaign, you’ll want to check the results. We can provide detailed reports that tell you how many people opened your email, how many clicks it received and even which parts of the email gathered the most clicks. Based on the reports we can either choose to re-send the email at a later date, modify the email to prioritise another message, or create a completely new email. Google Analytics is another tool we can use to provide potentially even more detailed analysis on how your emails perform, with the ability to see information on what customers did next on your website after clicking on your email.