There is a reason why your inbox always seems full of promotional emails and information from companies: email marketing works, when executed correctly.
At 20 years old, email marketing is constantly changing in line with current trends – making it one of the most cost effective, direct marketing tools available.
How should email marketing work?
Generate Leads & Traffic to your Website
Email marketing provides a direct platform to reach and engage with existing and potential customers – generating traffic and leads to your website. In a recent survey, 65% of businesses said that generating website traffic and leads is a priority and challenge.
This direct marketing tool drives traffic to your website, inviting the recipient to click through to the intended content. The reader who then clicks through has the potential to become a lead.
Lead generation is the process of attracting and converting prospects into customers.
As marketeers, our job is to specifically target potential ‘prospects’ with the right message and information to nurture them into a lead - this can be achieved through the flexibility of email marketing.
Adopt to Changing User Behaviours
In a mobile first, forward thinking industry, it demands marketeers to rethink their email strategy to become mobile friendly, or risk losing clicks, opens and conversions.
It is expected that 1.18 million people will access their email via their mobile device this year. However, when asked in a recent survey, more than half of UK businesses described their mobile email strategy as ‘basic’ (39%) or ‘non-existent’ (22%).
By not having a responsive template for email, it decreases the chance of driving traffic to your website and generating leads.
At iCD we use a responsive template and have changed the way we work to adhere to the change in user behaviours. This ensures the message is clearly delivered to all recipients, providing the best User Experience (UX).
Use the Right Technologies
Email marketing is an ongoing process, looking at the analytics of the previous sent email, to form the basis of the next.
In a recent survey, it revealed that 25% of businesses struggle to identify the right technologies for their needs.
At iCD we provide our clients with a detailed report including how many people have opened, who has clicked through and what link they clicked. Using this information, we can then further optimise future campaigns to ensure you are getting the best possible results from email marketing.
Increase your Brand Reach with iCD…
At iCandy Design we are constantly working with current and new trends to update our email marketing strategies, adjusting the way we work to improve click through rates, driving traffic to your website and generating leads for your business.