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0 Email Marketing Doesn’t Work, Does It?

Have you ever heard it said, that email marketing doesn’t work? I have, many times. And the thing is, it doesn’t … well, if you send one “salesy” email and nothing else, anyway!

I Tried It Once and it Didn’t Work

If I had a pound for every time I heard this, I’d be rich! However, in my experience, when you ask the person their rationale, they clam up and say “It just doesn’t”.

How many times have you seen a billboard advertisement for the first time and rushed to the shops? How many TV adverts or newspaper inserts cause you to buy there and then? The answer, at least for the large part, will be very rarely. The thing is, most of those who don’t believe in the power of email marketing have flawed views. They’re the same people who attend one networking event and expect to walk out with 30 orders. They take up the entire “get to know you better” conversation, leaving you 30 seconds to explain what you do.

The Buying Decision Process

Most of us enter some kind of "buying decision" process, whereby we assess & evaluate before reaching our decision. That process might follow this typical flow:

  1. Problem/need recognition i.e. I need more new customers - This is often identified as the first and most important step in the decision process. A purchase cannot take place without the recognition of the need
  2. Information search i.e. what can I do that will get new customers quickly - The next step a customer may take is the information search stage, in order to find out what they feel is the best solution
  3. Evaluation of alternatives i.e. do I need data and if so, what data do I need - People will evaluate different products or brands at this stage, based on which have the ability to deliver the benefits they are seeking
  4. Purchase decision i.e. purchase marketing list - This involves making the actual decision
  5. Post-purchase behaviour i.e. was this data list a success - Customers will compare products with their previous expectations and will be either satisfied or dissatisfied. This stage is critical when retaining customers. If your customer is satisfied, this will result in brand loyalty.

Let me tell you right now – Email Marketing DOES Work!

I’ve been in this industry for over 20 years, and I’ve seen how direct marketing has evolved. The growth of email marketing shows no sign of abating, and the reason for that is … it works!

Emailing regularly and consistently to your customers and prospects alike fulfils several purposes:

  • It keeps you in the mind of the recipient
  • It builds brand awareness
  • It builds trust
  • It demonstrates industry expertise

All of these benefits are gained before we even get into the content of your email! Even if your email isn’t opened, your brand has been seen by those recipients.

But Sending Weekly Emails Takes Too Much Time …

OK, there is a time element involved, but do you want to grow your business or not? The time taken can be as little or as much as you want.

If you prefer to DIY, then you will need to dedicate some time to get things right. You’ll need to create a template, write the email, format it, load it into an email platform and schedule it. On top of that, you’ll need to source the list of contacts you’re sending it to and manage it afterwards. It’s all perfectly do-able, you just need to give it your time.

If you don’t have the time, or don’t wish to get that involved, our e-mailer service could help. Using e-mailer relieves much of the stress, as all you need to do is write the email. E-mailer will:

  • Create the template
  • Insert your text
  • Format the email (you get the chance to amend / approve)
  • Source your contact list (based on your ideal selections – i.e. industry / geography / size etc)
  • Send the emails to the contacts
  • Supply you with a copy of the contact list (including full contact & company details)
  • Manage the email unsubscribes
  • Guide you through the analytics

If you’ve used an email marketing company before, you may have left all the marketing to them. You might not even see the data they’ve used. However, if you’re happy with their results, then great – “Don’t fix what’s not broke”, as my nan would say!

Using e-mailer, you would also receive the database of contacts, so you would have the company and contact details. Using the e-mailer analytics, you could see who had read / clicked your email and conduct further marketing to them.

How to Maximise the Broadcast

You could simply send the email and do no more – that will give you a degree of success, no doubt. However, if you really want to elevate your campaign success to the next level, you could do more. For example:

  • Make a phone call to those who have opened your email or clicked a link
  • Send a brochure to those who have clicked certain pages, or shown an interest in a certain product
  • Connect with them on social media and engage with them – build up rapport

The follow-up actions you could take would give your chances of converting them into customers a massive boost.

In my opinion, email marketing should form an integral part of every business’s growth plans. Sure, it may take a little time to get it right, but when you do, you’ll soon see the benefits.

So ... the next time you hear someone say email marketing doesn’t work, you’ll understand, like I do, it’s their loss!

Contact me now on 01274 965411 for more information on e-mailer, or email steve@e-mailer.co.uk

Got A Question?

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Check out our constantly updated FAQ section.

Why e-mailer?

GDPR Compliant

Full GDPR compliance, Guaranteed.

Dedicated Manager

You receive a personal service, with a dedicated contact.

Flexibility

100% scalable to add more data as and when you wish.

UK Based

Trusted, independent UK based company.

PRICES

Our packages have been designed to suit every budget, with the additional flexibility to add more data into the campaign as and when you wish.

All contact information supplied has been gathered, processed and supplied to you in a GDPR compliant manner. By the very nature of GDPR, you confirm that you will maintain the data in a GDPR compliant manner after supply

c. v1.6

Privacy Policy

About

Unlike the privacy policy on most websites, this one isn't copied from a generic template; it's been written from scratch by humans who have considered what modern websites do, how most people interact with them and what most people are bothered about when it comes to online personal data.

We've avoided legal jargon and covering every minute detail down to the nth degree. Instead, we've focused on what we consider to be the essential stuff and answering some of the real world questions you might have.

Overview

We respect your right to privacy and will always do our absolute best to ensure we conform to not just the laws at the time, but also our moral obligation to you. That's why we will never knowingly allow anyone to use any data about you that we hold unless legally required to do so, and we will always keep it secure and (where possible) will remove all trace of it at your request.

We usually only hold names and email addresses you provide us, but at times we may hold other identifiable data about you, gathered with your consent, to carry out our day to day business with you. For instance, you might supply us with data as part of an enquiry, or as part of a purchase, or a booking process for a service, etc. In all instances, this data is destroyed once it is no longer relevant or required or held securely if it forms part of a service agreement with you or there is a legal requirement for us to retain. In which case we can hold data for up to seven years. Like most websites, this site uses cookies (read more about them below) and also like most websites this site may share your IP address (read more about them below) with some online services. By continuing to use the site, you agree to this. We don't do either of these things because we're evil, it's just for a modern website to work the way most people want them to work, you have to! DON'T PANIC though, for the majority of users you're not directly identifiable by these actions. Big Brother isn't watching!

Cookies

Cookies are tiny files that are added to your computer as you use and interact with websites. They are used mostly for good: To improve your experience, sometimes for bad: Search engines, Social sites etc. may use them to track what a computer (the computer, not the person) is looking at. Many like Google will use them to target you with adverts and for analytics, which results in them being able to build a profile of what you do online. You will get these cookies added to your computer when you land on certain websites, like Google, Youtube, Facebook etc. This site makes use of Cookies, mainly so we can be sure to only show you certain content once, for example, popups or reminders.

Cookies can sound a bit Orwellian and "Big Brother", but mostly they're pretty harmless and unless you land on a website that requests your data and you offer it, the data they hold is mostly anonymous, they don't have your name and email address etc. You can clear out your cookies by clearing your browser history. However, as we said this site from time to time will use cookies (never for data gathering or advertising). It is generally good practice to install a cookie manager so that you can see what websites install what cookies, as most have them but few admit to it.

Cookies generally fall into three categories: Session, 1st Party Persistent & 3rd Party. A fuller explanation of these is at the bottom of this privacy policy.

IP Address

An IP address is a unique number that identifies your computer on the internet; it is in the form of 111.222.333.444. Lots of services, like YouTube, Facebook etc., requires that websites send them your IP address before they allow sites to display things like embedded video, or Facebook elements, and so on. In reality, your IP address isn't personal data, as 99% of the time, you can't be identified by it. Regardless, some consider do consider it as such, so to keep ourselves in the clear we've added this bit to our privacy policy: On occasion, your IP address may be shared with some service providers. Emails Emails are typically kept until our inbox is full and we have a clear out and delete or archive all the old ones. We never use addresses obtained from emails for anything other than responding to the emails you send us. We don't harvest these emails for other purposes. Once we clear out our inbox and delete old emails from you, your details are gone.

Newsletter Sign-up

If we have one, our newsletter sign-up process is distinct from other areas of consent when it comes to your data and uses a double opt-in/2 step verification confirmation that complies with all the latest regulations (GDPR, etc.). It includes a clear indication from you that you wish to be added to our newsletter list. There is no ambiguity in our signup process; you can’t sign up by mistake nor can anyone signup with your email address due to the double opt-in/2 step verification. We record the location, time and place that you signed up. Removing yourself from our newsletter list is easy: Just click the unsubscribe link in the newsletters we send or use the Unsubscribe feature on our website.

We don't share our newsletter lists with anyone else, other than the service we employ to send out our newsletters.

Data Protection Officer

If you have any questions about our privacy policy and your data, or would like to know what data we hold about your you can contact us using the details on our regular contact page, making the subject of any emails “FAO: Data Protection Officer”. We will then forward your email to our DPO who will respond accordingly.

In most circumstances, we will respond within 30 days.

If we suspect any abuses of this requirement (multiple requests in a short space of time etc.), we reserve the right to refuse.

For most requests to be processed, we will need you to provide proof as to who you are and that you have a lawful right to access the data.

Cookies: Further Explained

Session cookies

Session cookies are added to your machine as you surf websites. They are only retained for as long as your browser remains open. They allow a form of memory to exist between your browser and the websites you visit, such as pages visited, shopping cart contents, last viewed items etc. These cookies will remain after you leave the website but will be deleted once you close the browser (fully close it, not hide or minimise it).

1st Party Persistent Cookies

"Persistent cookies" remain on your computer even after you've closed the browser. 1st Party cookies can only relay information back to the website that placed them on your computer. Typically they're used to store site preferences to save you from having to re-enter information on future visits. They may also be used to track your activities (links clicked, pages visited etc.) while visiting a site. Persistent cookies remain on your computer until you remove them, normally by using the browsers clear history feature, although other methods exist.

3rd Party Persistent Cookies

"Persistent cookies" remain on your computer even after you've closed the browser. 3rd Party cookies are typically used when a website has part of its content delivered via a third party, like embedded videos, maps etc. Websites featuring advertising commonly use 3rd party cookies to deliver the adverts; Over time 3rd party cookies will build up a profile your online habits (websites viewed, links clicked etc. so they can deliver targeted adds. 3rd party cookies have other purposes too, for more information on this we suggest you search the internet for "what do 3rd party cookies do?". We try to avoid third-party cookies as much as is possible. However, we may, from time to time utilise third party content and cannot guarantee that such content does not have third-party cookies delivered with it. Persistent cookies remain on your computer until you remove them, normally by using the browsers clear history feature, although other methods exist.