Email is one of the most effective methods of digital marketing but can no longer be a standalone channel. Consequently there is a need to embrace strategies that leverage email as the best platform to tie together the customer relationship over time and across all marketing channels. Email marketing remains the digital marketing hub – it is the glue that holds together the entire digital marketing infrastructure.

A coordinated email strategy can tie together the customer relationship over time and can coordinate this relationship across all the marketing channels. Aligning your digital marketing strategy to a multi-channel approach is vital as today’s customer seeks relevant and personalised content across all marketing channels including; email, mobile, social, display advertising as well as traditional off-line marketing channels.

Every promotional email should present the user with a landing page. The landing page is what the user clicks onto from the received email and there are more than one type.

1. Website – just a link through to an existing web page on the company website
   
   • Advantages:
   • No additional hosting or development costs.
   • No development and testing time needed as the page already exists.
   • Disadvantages:
   • The usability and navigation could be based on designs when the website was first created, so the user might get lost or have problems finding relevant information.
   • Personalisation and customisation requires permanent alterations to the firm’s website which is expensive.
2. Custom landing page – this landing page is created specifically for the campaign resulting in information that is relevant and targeted.
   
   • Advantages:
   • You have flexibility that is not available with the company website and can control the layout, design and UX.
   • Ensuring a single page is responsive, is not nearly as costly as re-designing an entire website.
   • There are service providers available that can help to create these relevant landing pages such as Unbounce.
   • Disadvantages:
   • It is a new web page so there are additional hosting and development costs.
   • The landing page must be spec’d, designed, developed and tested which requires extra resources and time.
3. Microsite – a mini website built around a specific, single message and CTA (call to action).
   
   • Advantages:
   • Very flexible and you have total control over layout, design and UX.
   • Usually the most effective type of landing page.
   • Disadvantages:
   • Even more hosting and development costs than custom pages.
   • Even more resources and time than custom pages.

The decision to go with the firm’s website, a custom landing page or a microsite will be based on the content management strategy. Answering the following questions will help to identify the best type of landing page for a particular campaign;

• Is there content that can support and compliment the commercial purpose of the campaign?
• Can customer data be generated using the microsite?
• What is the lifespan of this campaign?

Email marketing campaigns offer businesses a cost-effective and efficient way to engage with their audience by sending targeted and personalised emails to a list of subscribers with the goal of promoting products, services, or content, drive conversions, and build long-term relationships with customers and prospects.

• Setup and Management of Clients/Customer’s
• Database creation
• Content Creation
• Setting up Automated Email Workflows
• Analytics and Reporting
• Email Optimisation

Monthly Management Cost

Please note: The budget for the ads is to be decided by the client