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Email Marketing Agencies: What They Do and Why You Need Them

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Published: June 22, 2021

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Email marketing is one of the best ways to drive traffic and sales. With an ROI of 3800%, it is one of the most effective forms of digital marketing, and many marketers prefer it over social media and SEO. An email marketing agency can take care of your email marketing strategy, from getting leads to promoting products.

What‌ ‌Is‌ ‌an‌ ‌Email‌ ‌Marketing‌ Agency?‌ ‌ ‌

An effective email marketing strategy requires expertise, hard work, a willingness to learn, and dedication. Sometimes, it can be challenging for a busy professional, entrepreneur, or small business CEO to find the time necessary to run a successful email campaign.

That is where an email marketing agency comes into the picture. A full-service email marketing agency can take care of all your email marketing needs. They’ll have the experience needed to know which tactics will work and which won’t, and they’ll also have access to the best tools and resources to take your email marketing campaigns to the next level.

What‌ ‌Does‌ ‌an‌ ‌Email‌ ‌Marketing‌ ‌Agency‌ ‌Do?‌ ‌ ‌

Email marketing agencies take care of all your email marketing needs. That starts with market and audience research and goes all the way to analytics and split testing.

Market Research

Agency email marketing starts with analyzing your market and target audience. An email marketing agency will research your customer base and figure out the platforms they use and what their needs are. That will help them create a solid strategy for reaching those people and converting them into subscribers and, ultimately, sales.

Landing Page and Lead Funnel Creation

To collect email subscribers, you’ll need a landing page. At the very least, you’ll need an email sign-up form on your blog so you can get readers to subscribe to your list.

An email marketing agency can not only set up a high-converting landing page but also create an entire lead funnel. For example, after people sign up, you can direct them to a thank-you page and present them with an exclusive trial membership or a limited-time discount.

Ads

If you’re not collecting email subscribers from your blog, you can run campaigns on Facebook, Instagram, Google, and other platforms to collect leads for your list. An email marketing agency can create high-converting ads that target the specific audience most likely to sign up for your list, thus increasing conversions, lowering overall ad costs, and improving your ROI.

Welcome and Follow-Up Emails

Getting sales out of your email list often boils down to building trust and working on long-lasting relationships. That starts with your welcome email, in which you introduce yourself to your subscribers and set expectations about what is going to happen next. An excellent welcome email will lead to increased open rates and lower unsubscribe rates.

In addition to the welcome message, an email marketing agency can build a sequence of follow-up emails that will arrive automatically in new subscribers’ inboxes at set intervals. This follow-up sequence can go on for a few days or even weeks. Its purpose will be to build a long-lasting relationship and convert as many initial subscribers as possible.

Newsletters and Promotions

Once the initial welcome or follow-up emails are finished, you can continue promoting to your subscribers by sending them emails daily, weekly, or monthly. The exact frequency will depend on your goals and your industry, but an email marketing agency will figure out what works best for you, so don’t worry about that.

It is essential to send a mix of different content types. Instead of sending only promotional emails, for example, provide value to your subscribers by sending informative newsletters. An email marketing agency can figure out the exact balance of promotional versus informative content needed to keep subscribers happy and drive sales.

Email Design

If you want to increase conversion rates, improve your branding, and build trust, it is vital to create a good design that looks professional and user-friendly. You must align the design with your brand. It should also be mobile-responsive. An experienced agency can create a custom design or use a template that works best for your business.

Content Creation

If you don’t have time to create valuable content for your email newsletters, a professional agency can help with content creation appropriate for your niche and targeted to your subscribers and their tastes. For example, an agency can create travel-related content for your travel agency email marketing campaign. The agency can also curate content from your blog and other blogs for your newsletters.

Analytics and Split Testing

Email marketing requires constant monitoring. Analytics can help you understand what you are doing wrong and where you need to improve. For example, you might need to start experimenting with more eye-catching subject lines and opening lines if you see low open rates.

On the other hand, if you see high open rates but low click-through rates, you might need to be more persuasive in your emails, or your CTA buttons might need to be more prominent and have better designs.

If too many people are unsubscribing or if many people are reporting your emails as spam, you have to figure out why they don’t find your emails interesting. If they report it as spam, you might come off as annoying; perhaps you are too promotional.

These are all things that an email marketing agency can look at to improve your results.

They can also conduct A/B split testing to get better conversions. For example, they can segment your list into two groups and send duplicate emails to both groups but with a different subject line variation sent to each group. That can help you understand which subject line leads to better clicks.

When‌ ‌Do‌ ‌I‌ ‌Need‌ ‌to‌ ‌Look‌ ‌for‌ ‌an‌ ‌Email‌ ‌Marketing‌ ‌Agency?‌ ‌

Here’s when it might be time to look for an email marketing agency.

You Haven’t Started With Email Marketing Yet

If you haven’t yet started with email marketing, it is never too late to do so. The benefits of email marketing can not be stressed enough. Don’t think that email is only for older demographics; 73% of millennials prefer businesses to communicate with them via email.

It can be hard to know where to start, especially if you have zero email marketing experience. However, an experienced agency will build a solid foundation so your email campaigns can grow and bring you exceptional results.

Your List Isn’t Growing

If you can’t get people to subscribe to your list, you may need to look at your lead generation strategy more closely. What are you offering to your subscribers to make them want to subscribe to your list?

Some businesses will give away a free white paper or a special discount to new subscribers to drive leads. Others will write persuasive copy that promises subscribers exclusive tips. You also need to take a look at your advertising campaigns and funnels and whether you are targeting the right people. An email agency can revamp your lead generation strategy for better conversions.

You Are Getting Unsatisfactory Engagement Rates

If you’re getting people to subscribe to your list, but they don’t engage with you, your problem may lie with your subject lines or content strategy. You may also be sending emails at the wrong times, too frequently, or too infrequently.

If you send too frequently, important information can get lost in all the noise. Subscribers may view you as annoying and mentally block out any emails you send. If you send emails too infrequently, subscribers may forget about you. If you send emails at the wrong times, your emails may get pushed down in the inbox by the time a subscriber checks their inbox.

An email marketing agency can step in and look at your subject lines, email content, sending times, and so on. They can figure out why subscribers are not opening your emails or why they are not clicking on links in your emails. If you can’t drive any sales, you may need to write better copy, use more calls to action, or promote different products.

If you are getting too many unsubscribers or spam complaints, you may be too promotional or sending emails too frequently. That can also happen if you don’t set the right expectations during the subscription process, and an email marketing agency can figure out if that is the problem.

Benefits‌ ‌of ‌Working‌ ‌With‌ ‌an‌ ‌Email‌ ‌Marketing‌ ‌Agency‌ ‌

Working with an email marketing agency can bring you many incredible benefits. The following are some benefits you can get from working with a professional agency.

Save Time

Email marketing requires time and effort. If you are busy and have other aspects of your business to focus on, why not hire a professional team to do it all for you? That way, you can focus on more pressing matters related to your company.

Build Your Brand

Email marketing can improve your brand image. Professionally designed emails, sent in a well-thought-out email follow-up series, show that you have a solid team working on your behalf. In addition, email marketing helps increase brand awareness by ensuring you remain at the forefront of your subscribers’ minds.

Get Better, Quicker Results

An email marketing agency can help you get more sales and quicker results. Avoid the learning curve and start seeing results right away.

Why‌ ‌Do‌ ‌You‌ ‌Need‌ ‌an‌ ‌Email‌ ‌Marketing‌ ‌Agency?‌ ‌

Here are the main reasons you need an email marketing agency.

Email Marketing Is Effective

There is a reason 47% of marketers choose email marketing as their most effective marketing channel (only 33%, on the other hand, say SEO is most effective). Email marketing works. It is 40% better at converting than Facebook or Twitter, and more than one out of five emails are opened within an hour.

Retain Existing Customers

It costs a lot more to acquire new customers than to get an existing customer to keep buying from you. Email marketing isn’t just for potential customers. It’s for customers who already purchased from you as well.

Capture a customer’s email address during the purchase process so you can continue promoting to them or to upsell a new product or upgrade. Email marketing helps you get repeat sales over a more extended period. An experienced agency will know how to segment your list and send different promotions to existing customers and potential customers.

Recover Abandoned Carts

Did you know that more than 75% of online shopping carts are abandoned without the customer completing the purchase? In some industries, it reaches more than 95%.

There are many reasons people abandon carts. Sometimes, wishful thinking is involved. However, many times, the customer simply got distracted by something else, did not have the time to complete their purchase, could not find their credit card, or their internet was slow.

You can recover a large percentage of those purchases by simply reminding customers that their cart is waiting for them. An email marketing agency can help you capture email addresses early on so you can send automatic abandoned cart reminders.

What to Look for In an Email Marketing Agency

Look for an email marketing agency that pays attention to your needs and is willing to work with you on a custom strategy optimized for your business. Look for an agency with experience and great reviews, referrals, or case studies. Email marketing agency pricing can depend on your needs and goals, so make sure to ask for a quote before getting started.

How‌ ‌Does‌ ‌an ‌Email ‌Marketing ‌Agency ‌Help?

An email marketing agency will start with figuring out where you are now and what your needs are. Then, they will go over your goals and work on a strategy to help you reach them. Finally, they will keep you updated with analytics and reports and optimize the strategy for maximum success.

Despite the rise of social media, email marketing remains as critical as ever. Attention spans on social media are short, and social media users often don’t enjoy seeing promotions interrupting their news feeds. Email marketing allows you to get more screen time and often leads to more conversions. The sooner you get started, the better, so get in touch with an experienced email marketing agency today.

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