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Chan Dhillon
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Email marketing: done well, it's powerfully successful
Receiving an attractive, personalised communication that offers relevant and helpful information from someone you know is a million miles away from junk mail and cold-calling. The likely responses to these two annoyances are 'Rubbish bin' or 'Sorry, in a meeting': the likely response to a well-targeted email is to open it, read it and act on it positively.
Sending the right email newsletters to an existing customer or client base to read at their convenience is an extremely cost-effective marketing strategy. It's cheap: and it gains conversions. And it's green. Even better, it seems clear that excellent email marketing is now being passed on through social media. Perfect.
The communication can serve many purposes, including: introducing a new product or service to those who will be interested; running competitions based on completion of a data-capturing or satisfaction survey (but make the rewards worth having); targeted special offer emails based on data and previous order history (surprisingly under-used); seasonal promotions; relationship-building; newsletter.
You'd expect Kalexiko versions of the breed to be visually attractive, carefully set out, rather short (but very tempting) on text, easy to find your way around and click through from. They must be easy to unsubscribe from and otherwise legal. They are.
We help companies get set up with a good-looking template, keep them up-to-date with ever-shifting spam filters, facilitate performance monitoring and act as consultants when needed. We help them set email marketing into a wider context.
Crucial support is provided in our ability to undertake action research on boosting email performance. Even subtle changes to subject line, text, layout and call-to-action can make a significant difference, as measured by the comprehensive range of statistics that we report — numbers of emails sent, delivered, opened and not opened, click-throughs, and more.
Open some of the email marketers you've received, and practice a critical eye. The mail must do all of the following well: target the right people; have a motivating subject line; contain valuable content. On clicking though, the website experience must be positive and straightforward. Now ask to see some of ours.
The surprising truth is that even useless emails are opened sometimes, with a few website landings as a result. Just imagine the potential for an excellent one.
“We help companies get set up with a good-looking template, keep them up-to-date with ever-shifting spam filters, facilitate performance monitoring and act as consultants when needed”
