Email Marketing Services

Email marketing is a modern way to reach out to customers to build relationships, increase awareness, and promote products and services. It’s a fantastic medium as it allows businesses to reach out directly to audiences via email, and it can be targeted specifically to subsets of those audiences. Not to mention, you can track exactly how effective it is, making it a popular option for brands who prefer to see their ROI.

Even if you haven’t done email marketing as a business before, you will be familiar with how it works as a customer. Any time you receive an email from a company or organisation, and that email isn’t something like an order confirmation, then it’s likely to be email marketing. This includes information about new products or services, discount codes, sales, news, company updates, or even a reminder that you abandoned something in your shopping cart.

Email marketing services allow you to reach warm audiences and curate messages specifically for your different audience segments, which usually results in a higher conversion rate than other marketing mediums. However, it is important to find the right email marketing strategy, as audiences won’t even open or read emails that come across as spam.

The beauty of an email marketing campaign is that it is suitable for every business. It is uniquely customisable, because you can create highly targeted messages to just a small fraction of your audience, or you can send important updates to everyone on your mailing list. This ability to segment your audience creates a space for you to write messaging that feels like you’re speaking only to them, and that’s just part of why email marketing is such an effective marketing strategy for businesses of all sizes.

An email marketing strategy can be used for practically any purpose, so even if you have an unconventional business or strategy, your direct messaging can be purpose-built to suit. You can use email marketing to:

• Update customers with newsletters
• Promote a special deal
• Promote specific products or services
• Advertise a sale
• Introduce new products or services
• Keep your business front of mind with timely communications
• Make a request for input or feedback
• Remind customers of abandoned shopping carts
• Let customers know when certain products are back in stock
• Offer birthday discounts, freebies, or deals
• And more!

Aside from email marketing being a hugely effective strategy, it is also affordable and relatively easy, meaning that any business can reap the rewards.

Email marketing is second only to search marketing in terms of effectiveness, with higher conversion rates than other platforms and greater flexibility. This essentially means that email marketing can offer a fantastic ROI, with one study setting this figure at $38 in return for every $1 spent.

Effective returns are the result of a great email marketing strategy, and great strategy happens when you can segment an audience in impactful ways, create strong messaging with high-quality copywriting and design, and send targeted emails to those audiences. These emails build relationships, improve your branding, and ultimately increase sales through higher conversions.

Additionally, when you run an email marketing campaign, you can track exactly how effective it is when audiences follow the links within each email. This allows you to gather data and finetune your messaging for continued improvement with each campaign, and therefore continued improved sales.

One of the biggest benefits of running an email marketing campaign is that there are numerous metrics you can use to track the campaign’s effectiveness, and to finetune your segmentation and messaging for continued improvement. Below are the most important metrics in email marketing:

1. Deliverability rate – Deliverability measures how many emails actually get delivered successfully to your recipients. You want your deliverability rate to be as high as possible, as a low rate indicates problems with your email reputation.
2. Open rate – This is the percentage of people who actually click on the email instead of deleting or ignoring it without opening. It’s a simple metric, but it can give you insights into how much of your audience is responsive to your emails, which days are most likely to see more clicks, and importantly, what kind of headlines get the most clicks.
3. Click rate – How many people not just open the email, but click a link within the email. This metric is hugely important, as it is more likely to lead to conversions.
4. Conversion rate – It’s not enough just to get people to click. You need to measure how many of these users actually complete a desired action on your website, such as filling out a contact us form or making a purchase.
5. Spam complaint rate – This metric is one you should aim to keep as low as possible. This is the amount of people who marked your email as spam, which means you have effectively lost them as a potential customer. They might just be having a bad day, but they might find that you send too many emails, or that the emails you do send are not useful. Similarly, your unsubscribe rate can give you clues about what not to do.
6. Unsubscribe rate – This metric measures how many people opt out of your email list after receiving an email campaign. A high unsubscribe rate indicates that your email content may not be relevant or interesting to your users — and it’s a good sign to change up your content pronto.
7. List growth rate – Your email marketing list needs to keep growing alongside your business — otherwise you’re just marketing to the same people over and over! Your list growth rate is an important metric to track how quickly you are acquiring new customers and prospects in your email pool.

These are just a few of the key metrics that can help you create the best email marketing campaigns through continual finetuning and improvements. A dedicated agency that lives and breathes this stuff (like us!) can help you to make sense of it all and turn those metric results into sales results.

There are a fair few factors that feed into the overall cost of email marketing services.

Preparing and planning an email marketing campaign involves the work of marketing strategists who delve into your business, your goals, and your current list of subscribers, and use this information to create a plan that segments the market and targets each one appropriately. Then it’s over to the copywriters and graphic designers, who put together an on-brand email for each segment that will get opened and stand out enough to create conversions.

Then, sending emails en masse isn’t free — you can expect to spend a few cents per email, depending on exactly how many emails you’re sending out.

Put simply, there’s no hard and fast answer to how much email marketing costs in Australia. There are too many factors to offer an exact estimate, but if we had to give an answer, our clients will typically spend between $500 – $2,000 per month on their email marketing efforts. Remember that as one of the most effective forms of marketing, these costs tend to see solid returns, and continued campaigns trend upwards as we track metrics and refine each campaign.

Email marketing is no doubt a great route to reach audiences, but it doesn’t come without its own challenges. Every marketer knows the disappointment of putting together a fantastic email marketing campaign, writing brilliant copy, creating eye-catching visuals, then seeing metrics that show a lower-than-average open rate or conversion rate.

Getting audiences to open emails, getting people to click through to websites and take advantage of specials and deals, and avoiding the dreaded ‘unsubscribe’ buttons are all major challenges when it comes to email marketing. Even emails that see a high number of opens and click-throughs might not receive an equally high level of post-click activity.

With so many points at which even the best email marketing campaigns can fail, this can be a frustrating marketing route. That’s why so many businesses will hand over the reins to a dedicated email marketing agency that knows the ins and outs of email marketing and can create strategies and messages that get results.

One of the best parts of email marketing is that the results are relatively quick. As soon as those emails zip across the web, you’ll start seeing the fruits of your labour.

Within a few days, you’ll have a good idea of how many people received your email (some emails bounce), how many opened it, how many clicked through, and how many spent time on your website as a direct result. You’ll even start to see conversions (although these are not always as immediate as open rates as people can mull over the decision).

The highly trackable nature of an email marketing campaign makes it easy to get a great idea of the resulting metrics within days of sending it out, which is quite rare in marketing. This means you can quickly start studying those metrics and incorporating them into your email marketing strategy for better results next time.

AdVisible is an email marketing agency wholly focused on getting results. We don’t just have the strategists on hand to segment and target your audiences, we also have the graphic designers to create eye-catching designs and the copywriters to craft compelling copy with your branding. Together, our team focuses their efforts in building an email marketing strategy and executing it in a way that results in opens, click-throughs, post-click activity, and ultimately, conversions.

This focus on results is what sets us apart, and we have a long list of happy clients who can attest to the quality and effectiveness of our email marketing campaigns. Take a look at some of the results we have won for past clients, and get in touch to see some pretty impressive results of your own.