Choosing an Email Marketing Agency
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Email marketing plays an important role in most marketing campaigns nowadays due to its relatively cheap cost and potential for reaching millions of customers. However, we've all experienced the arrival of a new message in our inbox, only to delete it unopened after deciding it is junk. The last thing you want to do is turn off potential customers simply because you are sending out the wrong sort of mail, or sending out the right sort of mail, but to the wrong people. As such, it is worth spending some time looking around for a reliable email marketing company who will manage this for you.
Before you do this it is worth establishing what you want your email marketing campaign to achieve. Will it be to retain old customers by alerting them about any promotions you are running or notifying them about new services or products you are offering, in which case you'll probably be using databases that have been developed in-house? Or will it be to increase sales by attracting new customers, in which case you will be using opt-in databases of consumers who have chosen to receive promotional advertising? If you are seeking to increase sales, ask yourself how focused the databases are towards a specific demographic, and whether the email marketing company owns them or not, because this will determine how impartial their advice is about which database to use.
Email Marketing Company Checklist
Regardless of your marketing campaign goals, there are a few basic areas that you should investigate to determine how proficient your prospective email marketing agency is:
- The ability to write good, clear, readable copy in the tone of voice most appropriate for your product. Nothing is less appealing than opening your mail and being confronted by blocks of badly written copy. Check the samples of previous email marketing campaigns the company has been involved in. Ideally the copy should be simple, have clear links to a website or email address, and condensed so that all vital information appears on one screen.
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