Email marketing has been around for what seems like forever – and for good reason. It’s still one of the most direct and cost-efficient ways of connecting with prospects and your existing client base, to nurture them, gain leads, and turn them into regular customers.
When conducted optimally, email marketing’s power lies in its ability to provide businesses of all sizes with an attractive return on investment. Orion Creative has a long track record of producing email campaigns that hit the target and achieve great results for our clients.
So, what exactly is email marketing? It’s a highly effective way of sending well-crafted emails to specific lists of prospects and occasional or lapsed customers. For minimal cost when compared to most other channels, it has the power to convert interested people into customers, and turn one-time buyers into loyal, engaged fans of your brand.
Whether you want to entice new prospects to come on board and become new customers, reinforce loyalty in your existing customers, or you just want to advertise a specific offering, email marketing is a terrific way of doing this.
email is checked daily by everyone – no other channel is
Despite the rise of social media marketing, checking one’s emails remains a daily habit and is arguably the most effective way to nurture leads and turn them into customers. Both social media and email marketing excel at feeding content into the sales funnel, yet some social platforms have slowly risen in cost as key markets become more competitive, while email continues to be relatively inexpensive.
Why should you consider making email marketing one of your company’s top priorities? Firstly, it’s the top communication channel with the vast majority of consumers checking their emails on a daily basis – and nowhere near as many people do that with their social handles.
Secondly, if you build a list through opt-in marketing efforts, you own that list. Social media channels, on the other hand, can suspend or delete your account for any reason, at any time, with zero notice.
Thirdly, we have found that emails convert better. Recent research from Forbes showed that people who buy products marketed by email spend 138% more than those who didn’t receive an email offer. And as for return on investment, a 2019 eMarketer study found the median email marketing ROI is 122%. That’s around four times higher than any other digital marketing channel.
Reach out with compelling messages that get results
Our team of digital marketers have extensive experience in running campaigns where the aim is for those on the list to purchase a product, register for an event or sign-up for services.
There’s a real art to creating a subject line that will resonate well with a particular audience, determining what content (and how much) an email should carry, plus the best send day and time. We’ve found the parameters change a fair bit depending on industry, business size and region, and it’s this experience that helps set Orion Creative apart from other agencies.
A compelling subject line that hints at a benefit, states an advantage, or is a little quirky will get people through the door. But then it’s all about the content within. If an email isn’t relevant, doesn’t draw the eye, instantly capture your attention, or talk your language, it will remain unread or go straight into the trash folder – no matter how great the deal or how fantastic the event.
Our experienced copywriters and graphic designers ensure that the B2C and B2B emails we produce are as engaging, interesting and persuasive as possible, so prospective customers will be eager to open them, then click through to find out more.
From start to finish, you’re in safe hands with orion
Email marketing is one of the most customisable and trackable ways to reach the right people.
We understand that emails must be optimised for mobile (which now accounts for around 65% of all opens), and know that sending email newsletters out regularly (but not too often) is great for our clients. In fact, recent research confirms that 83% of B2B marketers send out email newsletters as part of their content marketing strategy.
The team at Orion has handled many hundreds of email campaigns over the years, for a wide variety of clients, encompassing creation, send-outs, and post-send analytics reporting of deliverability, open and click-through rates.
“Email has an ability many channels don’t: creating valuable, personal touches – at scale.”David Newman
Growing your lists gives you greater reach
We can also help you with digital ads, social media campaigns and content marketing to build up your lists by encouraging new prospects to opt-in and then capture valuable information from them. If they get something valuable from you in return for opting in, then the task is easier, and it’s a real win/win.
If you’re relying on putting a link on your social posts and your website for visitors to sign-up for product offers, updates, or to start getting your newsletter, then it’s either not really going to work, or it will take forever – which ends up being the same thing. We’ve found that to grow your email list quickly, you need a lead magnet.
A lead magnet is an incentive (some unkind folks may call it a bribe) that marketers offer to potential buyers in exchange for their email address and sometimes other details, too. Special offers are not new of course, but with this channel, it’s accepted by prospects that passing over permission to market to them allows them to receive an appealing and relevant information piece in return.
For our lead magnets, we recommend offering a piece of digital, downloadable content of interest to the target audience, such as a free PDF whitepaper, checklist, industry report, podcast, video, eBook, free trial or sample. It’s a trade that rewards the prospect opting in, and is great for clients, too. Orion uses this proven technique often, and it helps us grow the email lists of our clients to increase their marketing reach.