A Blog all about Managed Email Marketing.

HTML or Plain Text emails - Which is best?

27th of August 2009

A survey carried out by AOL in 2003 confirmed that there is an equally divided 50 -50 spit between recipients who prefer emails in HTML and those that only receive emails in a plain text format. There is a cost implication between the two obviously and some might say that HTML emails look more professional. They certainly offer more in terms of tracking. At HTML Marketing we offer a combination of the two. Each HTML email sent has a plain text version so that the recipient can chose which is best for them.

If you would like to know more about this subject or if you are planning a campaign and would like some advice please get in touch.

How to avoid spamming when sending email marketing

27th of August 2009

Most consumers receive on average 300 emails per week. A massive 62% of which is recognised as spam. Commercially, this number increases to a staggering amount. The way to avoid your email campaigns ending up in a recipient's junk folder is to remind your subscribers to add you to their safe senders list. It is also a good idea to check that your email marketing service provider has a good working working relationship with the various ISPs (Internet Service Providers).

If you would like to know more about this subject or are planning a campaign yourself and would like further advice please get in touch.

UK legislation relating to email marketing campaigns

27th of August 2009

Here is a quick guide to the laws relating to emailing marketing campaigns within the UK:

a) You will need to ask permission first if you have had no previous contact with the recipient.
b) You may continue to send emails so long as there is an ongoing business relationship.
c) You can only email information on products and services relating to those previously offered.
d) You must make it clear who the email is from.
e) The email must include a valid reply to email address.
f) The email must include an un-subscribe link.

If you would like to know more about this subject or would like further advice on alternative ways to market your products or services, please get in touch.

When should you send an email marketing campaign?

12th of March 2009

The best time of the day, according to eROI Email Statistics (Q2 2006), to send an email marketing campaign is during the lunchtime period. 6.2% CTR (Click Through Rate). The same source also suggests that the best RR (Read Rate) is achieved if you send emails at either end of the day.

On the down side, Jupiter Research (2006) suggests consumers receive and average of 35 emails per day. For those marketing B2B, the figure increases to an average of 100 emails per day.

HTML Marketing will help you track, report and manage your own email campaign, which in-turn will allow you to create you own up to date statistics.

Email marketing verses traditional Direct Mail

12th of March 2009

Here we examine the pros and cons relating to postal marketing and electronic mailing solutions.

Direct Mail Marketing - Pros

  • Anti-Spam: In theory, marketing collateral is thought more likely to be read than a spam email, especially when the envelope is hand written.
  • Get Physical: Like comparing face-to-face selling to telemarketing, some people respond better if they see something in a physical form. The idea is, if you can feel it then it has a value.
  • Shelf Life: Many marketers also calculate that postal marketing material such as company brochures, introductory letters and flyers are kept for longer. Filed in a physical draw or filing cabinet until the product or service is required.
  • Wider Audience: Depending on your target audience, not everyone you target uses email but the majority will have a postal address.

Direct Mail Marketing - Cons

  • However, the costs involved when producing postal marketing material can be very expensive.
  • Depending on Royal Mail, campaigns can also suffer because of slow weather related delivery or even worse, strike action!
  • It is also a very time consuming process which uses more resource both internal as well as external depending on existing in-house resources that are available to you.
  • The most important factor to note is that it is extremely hard to measure the results of a campaign effectively. You have to rely on others remembering to ask the right qualifying questions and then providing the information you need in an accurate way.
  • List cleaning is difficult and sometimes costly especially if you have to use a 3rd party broker to clean it on your behalf.


Email Marketing - Pros

  • Measurable Results: Reporting from HTML Marketing offers measurable results. You are not reliant on anyone else to capture your valuable data.
  • Immediate Results: We allow you to see how successful your campaign is - immediately. You can see, as the email is sent out, who is opening it, who is not, where they are clicking through to. You can track the visitor as they browse. You can then contact them with a specific and timely follow up action.
  • Auto-clean: Unlike postal mail shots, HTML Marketing automatically cleans unwanted addresses from the list. So the next time you use it, you save money because you only send the live email addresses.
  • Faster Reaction: You also obtain a faster reaction than snail mail. You can see live analysis which in turn allows you to report to your managers more quickly.
  • Cost Effective: Cost is also a massive factor. Email marketing is certainly a more cost effective method of getting your message out. There are also no collateral costs. No paper, no envelopes and no postal charges.
  • Minimal Resource: Email marketing also uses less internal / external resource. An email campaign can be managed by one person. You do not need any design or printing skills and you do not need to employ the services of a 3rd party mailing house.


Email Marketing - Cons

  • The first negative is that your marketing email may be considered as spam. However, with the reporting we offer you can see how many emails have reached their destination and have not been opened plus how many have been deleted. You can even target those who have not read your email in other ways such as a sales phone call.
  • The second depends on your target audience, not everyone you may target uses email.


Summary:
HTML Marketing in conjunction with Artlines Media Ltd. can provide either service. We feel that there is still a place for both methods but that there are obvious benefits for email marketing over postal mail shots to prospective clients. Talk to us directly about which method is best for you and your specific marketing campaign.

The power of information

11th of March 2009

Statistics like open and click rates are very powerful, but when you start comparing your results over any given time the feedback information really becomes apparent. By looking at user trends and compare reports it is simple to see exactly what is and is not working in the email campaigns you send to your customers.

By comparing these statistics, opens, clicks, bounces, unsubscribes, you can quickly see what content your subscribers find relevant, and make the necessary changes to deliver greater results.

If you would like to see a demonstration of the reporting system, give us a call, We love to meet new clients.