Email Marketing Services
Close More Deals in your Customer’s Crowded Inbox
The real job of email marketing is to speed up your sales cycle to accelerate the movement of prospects from one part of the sales funnel to another. Email has been around for a long time, and sometimes marketers think of it as a “checkbox” tactic. We do not. With a high Return on Marketing Spend (ROMS), email is one of the highest ROI producers among digital marketing channels.
More than 90% of consumers check their email every day. It’s a highly personalized, mature channel that you can completely own. Because email marketing and marketing automation provide such strong ROI for our clients, we include it in most of our ThinkFirst engagements.
Email marketing, lead nurturing and marketing automation are frequently a part of our core tactics we implement. If you’re ready to talk about how we think about marketing, strategy and execution, let’s get together and share our stories.
Our Approach to Email Marketing
The first step in developing a robust email strategy is to understand your buyer journey. We want to know why customers buy, what the stages of the sales process are, what the obstacles to selling are, the differentiators and benefits and much more. We also will dig into any previous data around email marketing, secret shop competitors and learn everything we can.
Next, we want to know the jobs you expect email marketing to accomplish. Customer acquisition? Retention? Increased close rates? Brand awareness? We want the channel to perform to goals, so we shape the strategy to meet our Key Performance Indicators (KPIs). Our email marketing services team knows how to get the results you want.
Revenue-Driven Email Campaigns
Great emails have three main components: a subject line, the content and a dedicated landing page. As part of the campaign creative process, our email marketing services group considers the subject line, the ‘from’ name, the mix of graphics and text, types and frequency of call to actions (CTAs), messaging style and timing. (We also test many of these variables as the campaign progresses.) Depending on your industry, more than half of your emails will probably be opened on a mobile phone, so pay special attention to mobile optimized, responsive emails.
Subscriber List Building
Building a mechanism to develop and expand your email list is highly important. We work with companies to create newsletter subscription forms, landing pages, pop-up reminders and other campaigns to increase the number of subscribers on your lists. We also help with form design so that all leads are giving you permission to send your valuable content to them.
We believe in permission-based emails. A smaller, higher-quality list will deliver more results than batch-and-blast campaigns to people who don’t know who you are. The consequences of spam are too high to use this as a valid tactic.
Advanced Email Automation
First impressions matter. A welcome email is often the first exchange between you and a subscriber. It will set the table for all future interactions.
The first message doesn’t always work. We believe in sending multiple messages – drips – over time to increase conversion rates.
Great newsletters, delivered on a regular cadence with valuable content, help to keep your brand and message in front of prospects.
Automatically send messages that are timely, personalized and relevant to prospects based on actions they take (or don’t take).
Win-back campaigns help you clean up your lists, bring back inactive subscribers and increase your brand relevance.
Keep your best customers coming back with new offers and exclusive VIP content they’ll treasure.
Once we develop the strategy and campaigns, we build upon that foundation. Testing is at the core of our culture. We constantly ask ourselves how we can do better and test against those hypotheses. Should the subject line include personalization? Should it ask a question or make a statement? Should we include a known name or the company name in the ‘from’ line? Does plain text work better than a designed email? Should the email be long and full or content or short and to the point? What’s the best call to action? Where should we put the CTA, and how often should we repeat it? What time of day and day of the week works best for each send? We ask the questions because results matter more than anything else in email marketing.
Reporting and Analytics
Because email marketing is a mature channel, the reporting from email software is typically robust. You can’t optimize if you don’t measure, so we believe in measuring and tracking as much as possible. This means keeping an eye on open rates, total opens, hard bounces and soft bounces, clicks, unsubscribes, conversions, social shares and spam reports.
All of these metrics are important leading indicators, but the more important thing is keeping our eye on the ultimate goal: campaign lift. Email marketing services should ultimately decrease latency in your funnel and increase conversion rates from stage to stage. If we can accomplish both of these things, you’ll end up with more profitable revenue, faster.
When Valve+Meter came into our company, they quickly realized that what we thought was marketing was really just chaos and wasted money. We are now quickly achieving much greater results with a lower spend. Engaging Valve+Meter is one of the best decisions I have ever made.MIKE KENNEY, PRESIDENT, KENNEY CORPORATION
Free Marketing Analysis
Valve+Meter offers B2B and B2C clients Email Marketing Services that deliver ROI. From advanced marketing automation campaigns to simply beginning to build a subscriber list, we can help you win the inbox.