January 2008 figures from the BMRB Internet Monitor show that 27 million of us in the UK alone use the internet for email, that’s 88% of the UK active monthly internet universe (15+).
With numbers like that, its no surprise that email marketing can deliver an exceptionally high volume of conversions for you.
Needless to say, the real benefit of email marketing is the speed at which we can deliver new customers to your door. Turnaround times from briefing stage to email send are low and the volume of traffic that an email campaign can deliver can make a massive impact on your business in a very short space of time.
TBG London use five factors when building an email solution: Tailoring, Targeting, Tracking, Testing, Timing and Tracking:
Firstly, we tailor the HTML creative and subject line to the offer and target customer. After this we build a media plan that is targeted to the demographic most likely to convert. We thoroughly A/B test demographic splits, subject line and creative, whilst also testing the time of send. Finally, everything is tracked to make sure we can monitor activity from send, to open rate, to conversion. All these aspects allow us to set a schedule for the campaign which will deliver the highest conversions and therefore the very best ROI.
It is important to note that email marketing can be seen by some as an intrusive method by which to build a customer base as the consumer is generally not actively looking for your product when we email them. Over-emailing prospect consumers can have a negative impact on your brand so it is necessary to target your sends as much as possible. We segment and filter the email lists available to us according to your target demographic which cuts down wastage, improves ROI and, of course, lessens the impact on sending someone a message they don’t want to receive.
Spamming is still a real issue in the market. TBG only uses lists that are 100% double opt-in. This means that whilst single opt-in ensures the user has agreed to receive newsletters or other email messages by explicitly requesting them, double opt-in goes one step further by making sure the user then backs up the request by confirming the email address to be their own. The confirmation usually occurs by responding to an email sent to the email address in question. Double opt-in lists reduce the chances of spam where someone else has submitted an email address without the user’s prior knowledge or agreement.
The rise of anti-spam technical solutions, such as spam filters, has thrown confusion into the market as many email service providers will automatically filter out messages that contain words such as FREE and BUY, even if the user has requested to receive the email in question. In response to this, TBG London “spam checks” email creative before send. Spam checking is the process by which we ensure that all of your email campaign elements make it through to the intended recipients. If a campaign creative or subject line fails the spam check then we redesign or rewrite before retesting.
Every email campaign is planned and executed in line with The Data Protection Act and the UK’s Information Commissioner’s Office, following the guidelines set by the Privacy and Electronic Communications (EC Directive) Regulations 2003. More information can be found on their website.
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