Email Marketing

Email marketing is a form of direct marketing which uses electronic mail as a means of communicating messages to an audience. It is typically applied to outbound communications from a company to prospects or customers to encourage purchase or branding goals.
Email marketing is most commonly used for emailing existing customers on a house-list, but can also be used for mailing prospects on a rented or co-branded list.
Emails may be sent as part of a one-off campaign or can be automated event-based triggered emails, such as a ‘welcome strategy’, which can be broadcast based on rules about intervals and customer characteristics.
 

-    Relatively low cost of fulfillment. The costs of email are substantially less than direct mail.
-    Encourages immediate action. Email marketing encourages clickthrough to a website where the offer can be redeemed immediately.
-    Faster campaign deployment. Lead times for producing creative and the campaign lifecycle are often shorter than traditional media.
-    Ease of personalisation.
-    Options for testing. Different email creative and messaging can be tested prior to campaign send out.
-    Integration. Emails can be integrated with other forms of media and applications (such as a CRM system).
-    Measurable. Open rates, bounce rates, click through rates, conversion rates (and many more) may be tracked and monitored throughout the campaign.
 

Graphic Alliance believes that there are basic rules in constructing successful email communications – many of which focus on the content of the email rather than the creative.

•    User behaviour studies show that the top and right hand sides of emails are visual hotspots; this is where easily digestible information and clear calls to action should be positioned.
•    Readers tend to scan, and hotspots should be obvious and clear.
•    Content is king, so keep it relevant, short and sharp. Viewers have a limited attention span so don’t waffle.
•    Include clear links. Statistics show that the most popular link clicked is the one in the opening paragraph - so use it wisely.
•    Create a good subject line. This gives your recipient a reason to open your message.
•    Give your readers something to look forward to. A consistent theme or series of relevant content will create anticipation and ensure the success of future emails.

Graphic Alliance can devise standalone or integrated email campaign strategy, design and build on-brand email newsletter templates, and recommend suitable email marketing service providers according to clients’ individual needs.  All emails will be permission based, deliverable, renderable and targeted.