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FAQs

Why is email marketing important?

Email marketing has been around for a long time, and that’s because it works. Email is a great way to communicate with your prospects and customers. Email marketing is like the glue between all of the other digital and traditional marketing efforts. It helps to tie all of your efforts together into an integrated digital marketing campaign.

What is email marketing automation?

Marketing automation is becoming a buzz word and has several meanings.

It can mean:

 

  • Automating emails based on predefined triggers, or actions taken by your customers.
  • Automating all marketing efforts such as email, email content, email cadence, website content, remarketing and social efforts, and other traditional marketing materials based on consumer interest and behaviours.

In both definitions, the goal of marketing automation is to provide the user with timely and relevant content to help build a relationship between them and your brand.

How does email interact with other areas of digital marketing?

Email compliments every marketing channel; digital and traditional for example:

Remarketing (PPC, Display, Paid Social):

Email and remarketing efforts can be coordinated to serve the same message as well as build specific audiences based on behaviours.

Social:

In addition to remarketing efforts in social, email lists and segments can be loaded into social platforms to build look-a-like audiences and gain further insight about the segment.

Search Engine Optimisation (SEO):

The keyword and log tail performance information can help determine subject lines and content that will or won’t resonate with your audience. Carry your learnings through to your other channels.

Content:

Email can easily support dynamic content and can align information based on audience or persona across channels, similar to real-time personalisation (RTP).

Video:

Email and video are becoming more compatible, meaning that we are getting to the point of being able to actually play videos in email instead of just using animated gifs. However, Videos are great content pieces for email to help generate additional engagement.

Conversion Rate Optimisation (CRO):

Email and CRO can coordinate testing efforts from email to the web to gain significant learnings.

Direct Mail and Telemarketing

Email efforts can be coordinated with the in-home timing of a direct mail campaign to hit the inbox around the same time. Activity from an email campaign can build an audience for outbound telemarketing.

What platforms do you use?

We have two industry-leading platforms in-house that we can use based on needs and budget. Or we can work with your current platform and/or support the RFP process to find the right platform for you.

How many emails should you send and how regularly?

There is no magic number for quantity (QTY) and cadence. We would take a look at your business goals, goals of the campaign, the current database, and past performance to make an initial recommendation. However, every email program should be monitored closely and adjustments should continually be made to gain optimal performance.

Is migrating from one platform to another possible?

You can have a successful migration when you are working a team that can anticipate the variables and have a plan, and plan b at the ready throughout the migration. Migrations take proper planning, detailed communication, and clear expectations. They are not impossible, and you should feel comfortable with the team that is supporting you through it.

At Jellyfish we have done this before supporting both for our own efforts as well as our clients.

How do we measure the success of emails?

The success of email is determined by your business goals and improving key performance indicators (KPIs) that support those goals, for example:

  1. Increase conversion rates by 5% over 3 months
  2. Increase lead scores by 25 points on average
  3. Increase list size by 5% and engagement by 2%
Do you have lots of experience with email marketing?

We have been doing email marketing for over 15 years. Our team has experience creating and executing email campaigns for large pharmaceutical companies, financial services, insurance, energy, luxury retail, eCommerce and more. In addition to our experience with email, we are a full-service agency which makes creating and strategising comprehensive cross-channel campaigns a special strength of ours.

What sort of budget should we be assigning to an email marketing campaign?

The budget is based on so many factors for example:

  • Email service provider (ESP) of choice
  • The QTY of emails sent
  • The number of campaigns that are conceptualised and built
  • Your reporting needs
  • Custom integrations etc.

Please contact us to discuss your budget and campaign requirements. 

How can email marketing be joined up with other marketing efforts?

Email compliments every marketing channel; digital and traditional for example:

Remarketing (PPC, Display, Paid Social):

Email and remarketing efforts can be coordinated to serve the same message as well as build specific audiences based on behaviours.

Social:

In addition to remarketing efforts in social, email lists and segments can be loaded into social platforms to build look-a-like audiences and gain further insight about the segment.

Search Engine Optimisation (SEO):

The keyword and log tail performance information can help determine subject lines and content that will or won’t resonate with your audience. Carry your learnings through to your other channels.

Content:

Email can easily support dynamic content and can align information based on audience or persona across channels, similar to real-time personalisation (RTP).

Video:

Email and video are becoming more compatible, meaning that we are getting to the point of being able to actually play videos in email instead of just using animated gifs. However, Videos are great content pieces for email to help generate additional engagement.

Conversion Rate Optimisation (CRO):

Email and CRO can coordinate testing efforts from email to web, to gain significant learnings.

Direct Mail and Telemarketing

Email efforts can be coordinate with the in home timing of a direct mail campaign to hit the inbox around the same time. Activity from an email campaign can build an audience for outbound telemarketing.

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