Email marketing is one of the most misunderstood and misused forms of marketing available to any business. Used right it can be a great benefit, linking you to your consumer in a personal, interesting and involving way. Used wrong it can be a complete pain in the neck, alienating your target audience, and causing annoyance and frustration.
Most emails never arrive in the inbox, look wrong if they do arrive and are deleted quickly by the majority of people. Over 80% of all emails received in your inbox are probably spam, some are irritating, some are offensive, some are dangerous, and some are trying to steal your money.
So how can you avoid, or at least minimise this for your emails? How can you make your work stand out and support your objectives?
This presentation covers how to create emails which will generate results, what pitfalls to avoid and how to make sure you get the most from your efforts. It is not a masterclass in email technology, there will be no email systems presented or suppliers recommended. It is a review of how to ensure that you maximise the opportunity through, getting the right data, designing the right email, to putting in the right copy, directing customers to the right place and what to do with them when they get there.
The intention is to allow you to take a critical look at your email marketing and make changes straight away which will improve your results.
Martin Corlett-Moss is the MD of Mobious, a digital and direct agency based in Cheshire and Newcastle-upon-Tyne. The agency runs email campaigns for businesses varying from Lloyds TSB Autolease, Sage and Carling, to Newcastle Race Course and Cholmondeley Estates. The agency was voted in the Top 100 outside of London this year and as the best agency in the North East for the 2nd year running.