Email Marketing

Email marketing is an incredibly powerful channel that helps you segment your audience and deliver the most relevant messaging at the right time, to the right people. Whether that’s new customers who just signed up to your mailing list, first-time buyers entering a flow that encourages reviews and repurchases, or re-capturing the attention of unengaged customers to try and win them back. 

The content of your emails should be as unique as who you are and what you do, with a combination of relevant promotions, discounts, product information and social proof. 

We’re well-versed in a number of email marketing platforms, and can work with you to utilise the one you’re already familiar with. Our primary experience spans the biggest names in the email marketing service industry, including the likes of Klaviyo, Active Campaign, Mailchimp, and Pardot Salesforce. If you’ve been operating with a particular platform but want to understand the best features and capabilities for your business, we can help you identify the best option to move to.

There isn’t a single channel or technique that’ll result in you getting just the right people on your email subscription list – you need a holistic and connected campaign strategy. Starting with a clear goal and deep understanding of who your ideal customer or clients are is essential. From there, a combination of captivating content, supportive strategies like paid ads and CRO can capture the right kind of attention beyond your website alone. 

Beyond incorporating a multi-channel marketing strategy, the payoff has to be worth it for people to hand over their email addresses. Having incentives like freebies or discount codes are always popular, and knowing what will motivate your target audience will help you choose the right one.

Your email open rate is one of the core metrics you’ll want monitored, and the “good” percentage is probably a lot lower than you think. With everyone getting inbox fatigue, if you’re getting 20% – 35% or more each time you send an email, you’re hitting a good benchmark. 

Beyond open rate, you should also be watching your click-through rate (CTR) closely to see if (and how) people are engaging with your emails when they do open them. Whether you offer a deal, are sending them to a new landing page, or have reminded them about an abandoned cart, knowing how your readers react is an important thing to note when it comes to refining your campaigns.

One major issue that stems from a low open rate is it can trigger anything you send to be marked as spam, resulting in wasted efforts and emails left gathering dust in people’s junk. Rectifying this can take some testing to identify what and why your open rate is suffering. Simple things like scheduling emails at the right time, sending them to people who will actually find them relevant (no blanket send-to-everyone campaigns!) can help improve open rates. 

If you’re already getting those things right, the creative component to your email marketing strategy might be what needs work. You have a short window to capture someone’s attention, and a poor subject line, overwhelming volumes of text, or slow email loading speed can lose them. 

There’s a fine art to finding the root cause of a low email open rate, and partnering with an email marketing agency that can identify opportunities (and issues) makes the process of creating successful campaigns a whole lot easier.

Email segmentation is the process of sorting through your email list and filtering people into different categories based on their behaviours and the stage of the funnel they’re in. Someone who signed up for emails in exchange for a discount code is different to someone who’s ordered several times before. Equally, if there are people who haven’t ordered in a long time or haven’t opened an email in weeks, they’ll need something different again. 

Knowing where each member of your email list is at, and what they need, can help improve your open rate, retain clients, and lower your operational costs – it’s an essential part of any email marketing strategy.

Here, email marketing services can include a broad scope of work, depending on what you and your business need. Research and analysis of your current flows and campaigns are the beginning point, which lead into content creation, segmentation, A/B testing, reporting, and refining. We can set up everything from flows that automatically trigger according to where someone is at on their journey with you, and can help you create compelling content for major sales periods like EOFY and Black Friday. 

When you’re choosing an email marketing agency to partner with, finding a team that can meet you where you’re at is key. No two businesses will have the same target demographic, flows, copy, or headlines, which is why Reform creates strategies as unique as your business.