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What is Email Marketing and how to select the best email marketing agency?

By Suraj Jha on Nov 6, 2020

What is Email Marketing?

Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.

Why is Email Marketing important?

According to Smart Insights, email marketing was ranked as the most effective marketing channel, edging social media, SEO, and affiliate marketing. And there is a good reason for it because 85% of adult internet users in the US use email as compared to 15% who use search engines and 22% who are active on social media.

Hence in this digital day and age, you must have a good email marketing game.

How does email marketing work?

Email marketing takes email messages and uses it as a medium to connect you with your customers, current clients, and potential clients. Through email marketing, you can promote new product releases, sales promotions, and various achievements, plus distribute helpful, useful, non-sale content to your audience. You can quickly achieve this with an email marketing agency. By using the right tools of your own, you can ensure that your messages reach as many people as possible.

Basics of Email Marketing

First off, the most important thing about an email marketing campaign is that it must be targeted. There are many different ways to target your potential clients, but the most popular and effective are email campaigns targeting your targeted market and your target market’s demographics. Your emails will have to reach out to them because otherwise, the email message could end up bouncing back to you.

Emails also include special offers, coupons, sales, and contests so that people will keep coming back to see what the latest in products is.

The best part of being on an email list is that you can choose the messages you want to be sent. If you’re going to do something for them, you can let them know. If you want them to buy something, you can let them know. And if you want them to sign up for a newsletter, you can let them know.

With the help of an email marketing agency, you can make sure that everything you send is targeted and gives your clients an immediate solution for their needs.

What to do once your emails are sent?

An email marketing campaign does not just end when the email is sent. It’s important that you keep in touch with your customers after the campaign is over, just as you would expect them to keep you informed about everything that is going on within your business.

You can create newsletters, keep them informed about new products, events, updates, or promotions, or just give them information to help them stay on top of things.

With a good email management software, you can set the time and date on which to send your messages to your subscribers and even schedule other emails as well. You can also schedule when to send them the same message every day.

With a software package like this, it makes it easy to keep track of your messages. You can even set up autoresponders and even schedule outbound autoresponder messages to send out.

If you want to run a successful email campaign without email management software, you can still get the same benefits with the help of an agency. You need to find a reliable email marketing agency and use them to send your messages. They will take care of the rest, from sending your messages, setting the time and date on which you send them, scheduling them and so on.

Using an email marketing agency for your email marketing campaign is the best choice if you want to be sure that your emails reach your target market in the most effective way possible. Email marketing is a great way to generate business. Email marketing is a way of making your product available to millions of people all over the world.

So the question that stares us is how do we decide which agency to hire?

Here are five factors which you should always look in an agency before hiring them:

Structure: Every business is unique in their way, and one size does not fit them all. It holds true for email marketing and hence look for an agency that can provide you with short term and long term plans about your campaigns.

Experience: An experienced email marketing agency will always know what buttons to push and when. It is always challenging to find email leads specific to your niche. Therefore, the email marketing agency will take the initiative to find out who they are, how to contact them, what products they might be interested in, and then send an email to them.

Mobile-Friendly Templates: According to a 2015 study by state of marketing, Responsive design can lead to a 130 per cent increase in email clicks, and that is huge in an industry where people make a killing out of single-digit conversions. Mobile-Friendly email designs will make sure that your text and images open smoothly across all devices, which further increases your viewership.

Add-on services: The most common reason why companies hire email marketing agencies is that they are not able or don’t have the time to produce strategic communication bits. A full-service email marketing agency can do that for you. Hence when you start looking for an agency, also look on the side for services like copywriting, customized graphic design, HTML coding A/B testing etc.

In addition to the things mentioned earlier, an email marketing agency will have other tools that you will want to use. These include automatic follow-ups and email reminders. This ensures that no matter what, you will always know that someone has read your messages.

Metrics and analytics: The most crucial metric about email marketing is the click-through rate or the CTR, and your agency should always look to increase that number over a while. In-fact overseeing these numbers will also provide you with insights on the effectiveness of your campaigns.

Also read: What is SEO? everything you need to know

Bonus – Email list growth: An email marketing agency will also grow the number of leads you have from time to time through content marketing tactics. By providing email signup forms on your website and social media pages, you can direct visitors to subscribe for more information.

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