Service Spotlight: Email Marketing
At ON Advertising, we recognize the power of digital media in marketing today. And our mission is to help you control the conversation around your business. How? By turning general prospects into highly-qualified sales leads and actually measuring the return on your investment through email marketing.
To do this, we work to make our expert email marketing services work for you. Within our extensive services, we specialize in email marketing, which is another tactic that makes up a much wider marketing strategy. The goal is to move prospects through the sales funnel and truly deliver the right message, to the right audience, at the right time.
Here’s how we apply our knowledge of email marketing for the maximum effect on your messaging.
Our email marketing services scope of work includes copywriting, list building, email campaign setup and deployment, email automation, custom integrations, programming, and a whole lot more. But each component we incorporate is just as important as the last. Because it’s all about crafting a conversation that turns prospects into an actual lead in terms of sales.
Full Service Campaign Management:
According to Statista, roughly 294 billion emails were sent in 2019; and they predict that up to 306.4 billion will be sent in 2020. This oversaturation of emails in inboxes means one thing: you have to stand out from the rest. From campaign strategy creation to execution, ON Advertising performs the full service campaign management that a successful email marketing campaign deserves.
Strategic Planning and Assessment:
The most important part of email marketing is getting users to actually open them, read them, and further: take action on your eblast. At ON Advertising, this starts with determining what exactly is the goal of the email we’re creating. From there, we can further define our audience and how we can best appeal to them. This includes everything from the design of the email itself, all the way to the copywriting that leads them to your call to action.
Building Email Marketing Databases:
In order to have a strong email marketing campaign, it needs to stand the test of time. Because things move fast and we have to adapt, you must build a database of visitors. And those visitors need to keep coming back. By gathering an audience of users that want to receive your updates, you can create a list of loyal followers – something often thought of as reserved only for social media platforms. Our team grows our lists organically, utilizing strong calls to action that are personalized for our clients. This helps to get them to subscribe to campaigns to develop these vital lists.
Email Design and Template Production:
Coming up with ideas that spark interest and employing creativity that demands attention is what we do. And the best strategies are ones that blend design and copy for the strongest presentation of information possible! Our strategy for creating enticing, eye-catching emails is having an attention grabbing subject, graphics, and concise yet informative text. We can also customize the template and further personalize it by inserting individuals’ names.
Email Message Writing:
Once we create a beautiful template to grab the attention of your subscribers, we integrate text that explains why users should stay, and what they’re there for. And that includes creating an intriguing subject line, down to a clear call to action. Our experience has shown us that simple copy with a salesy undertone works best at keeping the attention of readers, ultimately leading to a sales lead.
Email Deployment and Management:
Nothing can hinder the potential of an email marketing campaign like having a professional email service. Some email platforms are recognizable by spam filters, which can cause campaigns to lose reach potential. Having a platform that negates spam filters will result in higher open and clicks. At ON Advertising, we use iContact, which offers scheduling, deployment, gathering click data, A/B testing, creating well-timed message sending, and email filters for increased open rates.
Email List Maintenance:
Over time, the activeness of users within email lists changes. Subscribers may change emails or simply stop opening them, leading to inactive followers on your list. By performing email list maintenance, like checking for dead emails, adding new emails to the list, and avoiding spam filters, we maintain an accurate picture of your audience represented by data.
Triggered Email Campaigns:
Triggered campaigns are a way of sending emails based on their interactions. For example, if an individual opens a welcome email after subscribing and interacts with a link within, that can then trigger them to receive a follow-up email about that subject. And it can even be sent at a specific time, targeting the right message to the right audience. At ON, we utilize this to further differentiate what audiences are interested in, and to enhance the email marketing campaigns.
Also known as an autoresponder, according to HubSpot, drip campaigns are an email series automatically sent to a visitor’s inbox after being triggered by an event. This is essentially subscribing them to your emails once they’ve completed an action on your website page. And this could include actions like downloading a resource or purposefully subscribing to your newsletter. Unlike Triggered Email Campaigns, messages have a set course of timing and arrival. Interestingly enough, most marketers are now evolving beyond drip campaigns and pivoting to trigger-based campaigns. Why? Trigger campaigns are more customized or completely personalized based on the target user’s behavior.
At ON Advertising, we set drip campaigns apart by having informative yet concise information, retaining the right target audience, and having appropriate call to actions to a landing page on the website. We can also create custom graphics and video to enhance visibility and capture subscribers attention.
We are committed to the success of our clients and bring decades of experience in full service advertising to our partnerships. We work to create focused, customized plans to meet the individual needs of each client, helping you to unlock the potential of your brand. Contact us to speak with our marketing experts and start building new business with the ON Advertising team.