Email marketing

The advent of email technology has given a serious lift to direct response marketing world-wide.

This new route to market permits marketers to test their promotional offerings quickly, cost-effectively - and in a statistically valid fashion. Done properly, email marketing can be a veritable goldmine of hard data on what works, and doesn't work.

Even those B2B publishers and recent start-ups that hitherto may not have had the luxury of large mailing lists and big marketing budgets, can now find out what really works for them.

So why are many UK subscription publishers not making better use of this technology?

A lot of companies, if they are sending emails to clients and prospects at all, are not doing this in a methodologically rigorous and strategic fashion. That is to say, they don't test, or seldom test, such critical variables as from and subject lines, copy length, email architecture, release timings, calls to action, offers and link copy.

Because of this, while these companies may, or may not, be getting the ROIs they want, two problems arise:

1. As such companies are not consciously testing each email effort, they're missing an opportunity to find out what really works best in their market
2. Their ROIs are a fraction of what they should, and could, be

And here's the bottom line: every time these companies send out an email they're losing revenue that could be theirs for the taking.

Not yet getting the most out of your email marketing campaigns? Then contact us today.