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E-mail marketing campaigns

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Direct marketing for customers and prospective customers

Your customers receive dozens of marketing e-mails every day. They are all aimed at catching the attention. However, more often than not, the vast majority of these e-mails end up in the trash bin or remain unread in the inbox. That does not mean your brand should follow the same trend as well. If the e-mail marketing is done right, a high open rate may be reached and it may even generate significant conversions.

What is email marketing?

Email marketing is a method of direct marketing whereby commercial messages are sent by email to a group of recipients. The purpose of email marketing campaigns can range from informing customers about offers and promotions, to encouraging them to purchase products or services, or reminding them about a specific action they need to take (such as updating their account information).

Email marketing can be used at various stages of the sales process, including acquiring new customers, maintaining relationships with existing customers and increasing sales. By using a well-segmented contact list and a well-structured and personalised message, email marketing can be a very effective and affordable way to reach your target audience and turn them into loyal customers.

It is important to mention that email marketing must be used in accordance with the rules and regulations on privacy and personal data protection. Thus, it is important to get permission from email recipients to contact them and give them the possibility to unsubscribe at any time.

Objectives of an email marketing campaign

The objectives of an email marketing campaign can vary depending on the company’s strategy and the stage of the sales process it is in. In general, the objectives of an email marketing campaign can be:

Increase sales: The main goal of many email marketing campaigns is to boost sales by promoting the products and services offered by the company. By using special offers and personalized messages, email marketing can be very effective in increasing conversions and revenue.

Increase engagement: email marketing campaigns can be used to boost engagement and interaction with customers and prospects by promoting content that is relevant and useful to them. In this way, companies can increase brand awareness and develop strong relationships with their customers.

Generate new leads: Email marketing campaigns can be used to attract new leads by promoting offers and content that persuade users to provide their contact information. This information can then be used in nurturing and conversion campaigns.

Increase website traffic: Email marketing can be used to drive traffic to the company’s website by including links and call-to-actions that urge recipients to visit the landing page.

Strengthen customer relationships: Email marketing can be used to keep in touch with customers and improve their experience with the brand. By including relevant and useful information, as well as offering personalised offers, companies can strengthen customer relationships and encourage customer loyalty.

KPIs for email marketing campaigns

KPIs (Key Performance Indicators) for email marketing campaigns are metrics used to measure the performance and effectiveness of email marketing campaigns. These can vary depending on the specific objectives of the campaigns, but there are a few key KPIs that should be monitored to evaluate the performance of email marketing campaigns. Here are some examples:

Open rate: This measures the percentage of recipients who opened the email sent. A good open rate can indicate that the subject of the email was engaging and the content is relevant to the recipient.

Click-through rate: This measures the percentage of recipients who clicked on the links included in the email. A good click-through rate can indicate that the email message was attractive and that recipients are interested in the promoted offer.

Conversion rate: This measures the percentage of recipients who took a desired action (e.g. bought a product or registered for an event) after receiving the email. This is one of the most important KPIs because it shows whether the campaign had a positive impact on sales or lead generation goals.

Unsubscribe rate: This measures the percentage of recipients who unsubscribed from the email list after receiving the email. A high unsubscribe rate may indicate that the email message was not relevant or that recipients were not satisfied with their experience with the brand.

Email bounce rate: This measures the percentage of emails that could not be delivered to recipients due to errors (e.g. email address does not exist or is invalid). A high bounce rate per email may indicate that your contact list is not clean and needs to be updated or cleaned.

Average order value: This measures the average value of orders placed via marketing emails. This is an important KPI for companies looking to increase revenue through email marketing.

Cost per click (CPC): This measures the average cost per click for links included in the email. This is an important KPI for companies investing in paid advertising via email marketing.

E-mail marketing for your business

Our team performs a comprehensive analysis of all the previous campaigns and databases in order to gain a deeper understanding of your current e-mail marketing strategy, if any. Should you wish to start your e-mail marketing campaigns from scratch, we shall assist you in reaching your prospective customers by means of a well-structured strategy.

Constant strategy update

The specific elements include a review of the current design and copy (if any), e-mail marketing tools, and the database status update – which we shall develop. We shall create a strategic plan, which will help you boost the e-mail marketing campaign efficiency and, implicitly, to grow your business through valuation.

Successful Projects
DancoVision

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INTERACTIVE

Danco Vision
Not just websites

QUESTIONS AND ANSWERS

FAQ Danco Vision

Frequently asked questions that Danco Vision online marketing agency received

An email marketing campaign is a marketing strategy that sends commercial messages via email to a group of people who have given their consent to receive such messages from a particular company or brand. The main purpose is to encourage these people to buy products or services or take other desired actions.

The advantages of an email marketing campaign include:

  • low costs compared to other marketing strategies;
  • the possibility of reaching an audience directly interested in the products or services offered;
  • measuring the effectiveness of the campaign by analysing open and click-through rates;
  • the ability to personalise messages for each individual subscriber;
  • the possibility to automate the message sending process.

A marketing email should contain the following elements:

  • subject line: it must be clear and attractive to attract the attention of the recipient;
  • the header: should contain the sender’s name and email address to create trust and transparency;
  • content: should be relevant, personalised and clear, presenting the benefits of the products or services offered and persuading the recipient to take action;
  • call-to-action: should be clear and well-positioned, encouraging the recipient to take a desired action (e.g. buy a product or fill in a contact form);
  • footer: should contain information about the sender (address, phone number, etc.) and the possibility to unsubscribe.

To increase the open rate of marketing emails, the following strategies can be applied:

  • the subject line should be attractive and contain an element of curiosity;
  • the sender should be known and trusted;
  • the content of the email should be personalised and relevant to the recipient;
  • the frequency of sending emails should be optimal, avoiding sending too frequent or too infrequent messages;
  • the email should be optimised for correct display on all devices.

To measure the effectiveness of an email marketing campaign, the following indicators can be analysed:

  • email open rate;
  • click-through rate on links in the email;
  • conversion rate;
  • navigation rate;
  • identification of design, usability and performance issues;