The UK mobile network operator EE recently revealed its plans to adopt a more proactive social marketing strategy aimed at “inspiring” more people to take up its much-publicised 4G mobile Internet services. It should hardly be surprising that the company wish to create a marketing campaign that is at least a little bit special, given that it aims to triple its 4G customer base by 2014. Furthermore, EE could help to so create such a campaign through clever use of email marketing UK campaigns.
EE’s plans for a more ‘inspiring’ social message
This change in EE’s social marketing strategy was recently explained to UK online marketing magazine Marketing Week by EE’s head of digital and social Ben Kay, who indicated that the transition would occur over the coming months. He explained that “The customer support function is always going to be there but if we focus solely on that I think we’re missing a tremendous opportunity”, adding that “What you’ll see is us generating a lot of content that will inspire people to share their experiences and interacting with our online communities is going to be a big part of that”.
How clever email marketing UK campaigns can help EE
EE has already taken steps towards such a transition through, for example, creating its “Fenton spoof video” which launched last year and, according to Kay, has already received 4.5 million shares across several social networks. However, clever email marketing UK campaigns could assist EE in developing upon this success. Such email marketing UK campaigns could see the sending of promotional emails that, for example, link to content like the “Fenton spoof video” or perhaps even directly embed it within the bodies of the emails before inviting the recipients of the emails to share such content over popular social networking websites like Facebook and Twitter.
It’s official: by using email marketing UK companies of great numbers are continuing to cost-effectively spread the word about what they have to offer. That’s the message sent out by the most recent data compiled by E consultancy for the Email Marketing Industry Census 2013, which has indicated that at least two thirds of UK marketers achieved good or excellent return on investment, often commonly referred to as ROI, through their email marketing UK campaigns throughout the preceding year. Only search engine optimisation, according to the data, achieved better ROI for UK firms over the same period.
There are many different benefits of email marketing UK campaigns
Using email marketing UK campaigns can have many different benefits above many other promotional methods for a great number and range of UK businesses. It is, for example, a highly adaptable promotional method; the use of email is only likely to become more and more widespread over the next few years and so, regardless of whether emails are mainly viewed through desktop computers, laptop computers, smartphones, tablet computers or, indeed, any other types of devices, email marketing UK campaigns can remain effective. Furthermore, email marketing UK campaigns can often be very cheap and quick to run.
How Rake Mail can assist in the running of effective email marketing UK campaigns
Though even many relatively basic email marketing UK campaigns can be surprisingly effective, there are many good reasons why Rake Mail can assist in the creation of email marketing UK campaigns that can prove especially effective. For example, using only a list of email addresses and Rake Mail’s easy to use email marketing UK software, a UK business can easily create, send and track their first email marketing UK campaign in no more than 15 minutes. Rake Mail’s email marketing UK services really are that useful!
Many businesses that regularly draw on email marketing to assist them in spreading the word about what they offer are constantly endeavouring to find new ways of increasing the effectiveness of their email marketing campaigns. Often, technological advances make possible greater innovations in email marketing – and this could certainly prove the case with the recent arrival in the UK of what is commonly referred to as 4G mobile Internet. Here are some of the biggest reasons why.
Greater speed makes possible more advanced email marketing campaigns
As 4G mobile Internet speeds can often be much faster than 3G mobile Internet speeds, they can make possible email marketing campaigns much more advanced than most email marketing campaigns currently being used by many UK businesses. Such much more advanced email marketing campaigns could, for example, often use video, which, over 4G speeds, could load much more promptly than it would over 3G speeds and so not leave people viewing the promotional emails using such video often feeling exasperated at having to wait long for such video to fully load.
Many more people are likely to start using 4G mobile Internet
EE, currently the UK’s only provider of 4G services, recently revealed that almost 320,000 customers have signed up for its 4G services since they were launched in October. Furthermore, the number of people in the UK using 4G services is likely to sharply increase later this year, after EE’s competitors launch their own 4G services. All of this means that UK businesses that now develop email marketing campaigns that can take great advantage of 4G services are likely to find such campaigns increasingly beneficial, as the year progresses, for helping them to spread the word about what they offer. Many UK businesses should take note and could especially benefit from Rake Mail’s email marketing services
You might think that you know what the main purpose of email marketing is: to get the word out about your company and its products and/or services to help to ensure that many of the right types of people hear about the company and its products and/or services and so are encouraged to buy from the company. However, there is at least one other very useful purpose that email marketing can serve: it can help your company to collect valuable customer feedback and so discern how it can improve its offering. Here’s why…
Why email marketing can help in encouraging customer feedback
Customers are obviously vital to a business; indeed, if a business had no customers, it would seriously struggle to continue to even exist. Hence, it is important that a business knows what its customers think of it and its products and/or services to ensure that the business can discern how it can improve its offering to encourage such customers to buy from the business again.
One big obstacle for many businesses to their effective collection of customer feedback, however, is that customers can often be reluctant to be completely honest about what they think of the business when speaking to people from the business face-to-face. Crucially, though, such customers often feel more comfortable being more honest about their opinions of the company when communicating to people from the business through email.
What all of this means is that…
… many businesses should seek to use email marketing to ask their customers for feedback on the business and its products and/or services. In doing so, they should be careful to ask their customers the right questions, though not too many of them; asking too many questions could deter the customers from fully answering them.
Email marketing can be a very effective method of promoting a company and its products and/or services, but only when it is used in very particular ways. Many companies might be naive about exactly what these ways are, but one of the best manners in which they can discern what those ways are is by discerning, well, what they aren’t. So, without further ado, here is a list of just two of the techniques for email marketing UK companies should, in their droves, endeavour to avoid.
Using broken dynamic tags in email marketing UK campaigns
Dynamic tags, used well in email marketing UK campaigns, can help many companies throughout the country to establish healthy relationships with potential customers by addressing customers by their first names and even sometimes referring to customers’ companies by their names. However, if the dynamic tags used in email marketing UK campaigns are broken and so appear in forms like ‘FirstName’ and ‘CompanyName’, this can lead many people who receive the emails sent as part of the campaigns to unfavourably view the companies being promoted. Hence, companies using dynamic tags as part of email marketing UK campaigns should routinely send test emails to ensure that the tags are not broken before starting any such campaigns.
Failing to effectively optimise email marketing UK campaigns for mobile devices
There are currently millions of mobile devices being used throughout the country; furthermore, it is anticipated that, by 2014, worldwide the Internet will be used more commonly through mobile devices than desktop computers. Hence, any company that fails to effectively optimise its email marketing UK campaigns for mobile devices could be needlessly shooting itself in the foot with regard to its promotional efforts. Indeed, learning how to so optimise such campaigns now will save many companies having to do so later.
One statistic that hasn’t been attracting nearly as much attention as it should be is that nearly half of all marketing emails are now being read on mobile devices. This means that, when you send an email marketing campaign with the help of the easy-to-use email marketing services from Rake Mail, the marketing emails sent will be commonly read on smartphones, like iPhone and Blackberry smartphones. Hence, you should be careful to optimise any email marketing campaigns for mobile devices – and, thankfully, here at Rake Mail, we can educate you on two particular ways in which you can.
Consider image sizes
You should consider, for example, that download speeds are slower on mobile devices. Hence, you don’t want your marketing emails to include images that would take a long time to load on such devices, as having to wait for such images to load could deter people viewing your emails on mobile devices from waiting to see what your emails have to say. Hence, make sure that any images that you do include in your marketing emails are sufficiently small but not hugely sacrificed in quality.
Use responsive email designs
Many emails might not display well on mobile devices; indeed, many email designs might be too wide to view fully on such devices without any pinching or zooming. Such designs therefore could deter your potential customers from reading your marketing emails. Hence, you should use responsive email designs in your email marketing campaigns. Such designs automatically adjust to the viewer’s screen size and thus the use of them for the emails sent as part of your email marketing campaign would ensure that these emails could be viewed just as well on mobile devices as on desktop and laptop computers.
Among recently published books is one written by David Hooper called Six-Figure Musician, which pledges to teach musicians how they can sell more music, attract more people to their shows and make more money in the music business. However, what particularly caught our eye in the free PDF version of the book were five rules for email marketing UK musicians could hugely benefit from. These rules, along with the email marketing UK services on offer from Rake Mail, could certainly help many musicians across the country to further spread the word about their music.
Those rules in full
If you are a UK musician, then there is certainly plenty more advice in the book that could help you to promote your music and further your music career. However, before you rush out to buy a copy of the book, here is a run-down of the aforementioned five email marketing rules to give you an idea of what kind of thing to expect in the rest of the book.
The first of these rules is that, if someone didn’t sign up for your email mailing UK list, don’t put him or her on it. The second rule states that, if someone lives more than 50 miles away from the gig that you’re promoting, assume they don’t care. The third rule is that, if you are playing a weekly gig, you don’t need to let people know every week.
Rake Mail can help
Crucially, the fourth and fifth rules are that, respectively, you must have a one-click unsubscribe option and you must use a reliable, third party mailing list service. Thankfully, you can follow both of these particular rules with great ease thanks to the comprehensive and reliable email marketing UK services available from the highly regarded email marketing UK company Rake Mail.
An introduction to the statistics and reporting features of Rake Mail software
Email Marketing Statisics
You may have heard of many of the advantages of email marketing UK, and the fact that you’re reading this suggests that you are interested in using our leading software here at Rake Mail to increase the results that you get from your online marketing campaign. But with so many features to look at, you might appreciate us shedding some light on just one aspect of our software… the statistics and reporting side.
In the past, you might have invested all of that money and time into a traditional mail shot, only to have no real idea whether it was working. Sure, you might have noticed an upturn in your sales shortly after your campaign, but for all you knew, it could have been a certain special offer or discount that did the trick… or maybe it was just a time of year when an upshot in demand tends to occur. Nor could you determine how many people even opened your letter, or whether a non-sale could be attributed to poor targeting of prospective customers or perhaps some other reason, such as writing that failed to adequately communicate what your company had to offer.
Remove the mystery!
Thankfully, things aren’t as desperate when you choose Rake Mail software for your email marketing UK. That’s because our full range of statistics and reporting features include email open reporting, which tells you how many people received and then opened your email, while link click tracking allows you to monitor the effectiveness of your email links. Other features include Google Analytics integration, which makes you fully aware of your marketing campaign’s visits, goals and eCommerce conversions.
Those are just a few of the statistics and reporting features that we explain in more detail on our Rake Mail Marketing Features page – so why not take a look yourself to see just how much more effective your email marketing campaign could be?
Is email marketing right for your business?
Email Marketing that works
If you’re one of those business owners who have heard of email marketing but have always dismissed it as ‘spam’, then you may be missing out on a potentially very powerful way of attracting new customers and engaging old ones. However, even we wouldn’t pretend that sending out mass emails is something that is always effective, which is why there are certain factors that you will need to consider.
For one thing, don’t presume that email is now ‘old hat’ and social networking platforms like Facebook and Twitter have now completely taken over. The truth is that people still continue to use email heavily for work and play, and there’s no reason why you can’t cost-effectively combine email marketing with a social media marketing campaign for maximum coverage. Remember that with the emergence of smartphones and tablet computers, people are even constantly checking their emails ‘on the move’, so that potential target audience remains as captive as it has ever been.
Make your emails worth sending!
However, there are still ways of falling into the ‘spam’ trap that you will be eager to avoid – not least because you won’t want your company to attract an unfortunate reputation as one that fills up people’s inboxes with poor quality and cynical advertising. That’s why you really should make sure that your emails are at least being sent to people who are likely to appreciate them. Consider the people who are most likely to need your products or services, and give your online visitors a quick and easy way of signing up to receive your newsletters.
It’s also really important to consider what worthwhile content can be included in the emails that you send out. To build your company’s authority in its field, it’s a great help if there are constantly new and exciting developments happening in your industry. If not, you may still be able to provide periodic tips and tricks that are linked to something topical – but tread carefully.
Vital things to bear in mind about your email marketing campaign
So, you’ve invested in our renowned email marketing software package here at Rake Mail, and you have seemingly every feature you need in order to not only sell, but sell in big numbers. Does this, however, guarantee success as soon as you start sending out those emails? The answer is definitely not, because there’s so much else left to do where you can really make the difference.
Even before you start writing, consider how many emails you will be sending out, and of what nature. Rest assured that you’d be better off sending out 100 emails that have been tailored to individual customers, than 1,000 emails that are completely generic, and that just imply that you are seeking maximum sales for hardly any effort.
Useful email writing tips
When you come to write the email, spend plenty of time figuring out a really effective subject line, as this has a huge influence on whether people simply delete your email at first glance, or actually give it a closer look – and with Rake Mail’s email open reporting feature, you’ll know for sure whether they did or didn’t.
Indeed, the sheer immediacy of email is incredibly important to remember as you are crafting its text, as you only have seconds in which to grab the prospective customer’s attention. The length and structure of the email are also key – don’t write more than 400-500 words, but keep those main elements, such as an introduction, central paragraph and conclusion, in place so that it’s all still easy to read. Don’t forget to include a link to a more detailed page at the end of your email, as it’s those potential customers that have reached the end of your text that are especially likely to want to investigate further.
Build momentum, make the email exciting and state from the beginning what exactly you are offering, in keeping with the immediate nature of this format. There’s no need to frustrate your readers!