Why is email marketing important for your brand?
In this era of post-iOS 14 and data privacy, the only way you could retain customer data is through email marketing. It's the only channel where you can keep first-party data and really interact with your customer base. Email is the marketing channel that takes your leads from all your other channels (like paid media, inbound marketing, or ads on social media platforms) and helps move them from the awareness stage to the consideration stage, all the way to the purchase.
Email marketing is especially powerful for eCommerce brands, where a lot of the revenue comes from email marketing campaigns (promotional emails, email newsletters, abandoned cart emails, and the welcome series). Check out our ultimate guide to eCommerce email marketing if you want to learn about specific email campaigns and how you would set them up for your business.
What does an email marketing agency do?
An email marketing consultant or agency provides a range of email marketing services. They could do any number of things for your business depending on the kind of emails you already have set up and the size of your internal team.
Email marketing strategy
If your business doesn't have a comprehensive email strategy set up then any good marketing agency's priority would be to start there. The first step would be to establish an email marketing plan and really establish which email segments you have, and which email campaigns you should have (whether that's promotional or transactional emails).
Email campaign management
Any digital agency that specializes in email marketing would usually create your campaigns from scratch. That could include graphic designs, content creation, and even designing custom templates from scratch. A full-service email marketing agency would usually have a copywriter, graphic designer, email strategist, and project manager on staff. If you're an eCommerce business you would want to use a specialized Klaviyo agency to manage your campaigns.
Email automation
Another super important element of their work would be marketing automation - setting up the various email flows, personalized emails, and promotional campaigns to target specific segments of your email list. The science of email marketing is knowing how to send the right email messages at the right time to your potential customers and that's where you need a professional email marketing firm to know how to optimally target your email audience.
A/B testing
Then there's A/B testing which is super important. It's the key to a successful email campaign. You want to maximize your customer engagement which means testing different subject lines, promotions, CTA text, and content in the body of the email. Professional email agencies run tests to optimize the click rates, conversion rates, and open rates of emails.
Email deliverability
Last but not least, another service that a professional email marketing company could provide is email deliverability. Some business owners make mistakes and either break rules (like the CAN-SPAM Act) or buy mailing lists (a big no-no) and their reputation goes down with their email service provider (ESP).
So their emails stop getting into the inboxes of their customers and instead either bounce or land in the spam folder. A professional email marketer would be able to warm up your domain and help improve your reputation with ESPs and improve your deliverability rates.
Mayple has over 600+ marketing experts and can help you find the perfect email marketing agency to work with. You could also use the platform to build a team of email marketing experts to handle every aspect of this channel for you. Want to boost your email marketing efforts? Find your perfect agency on Mayple today!
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