The world of marketing has completely changed in the last few years and in the marketing and advertising agencies we are witnessing how it is becoming increasingly difficult to attract new customers and the competition continues to increase.

Many agencies that used to rely on events or face-to-face contacts have had to adapt and develop a 100% digital customer acquisition strategy. In this environment, email marketing can be the crucial tool that makes the difference between growth and stagnation of an agency.

We all know that a social media presence is vital, but email marketing is one of the few channels that has been proven to deliver better ROI. With an ROI of $42 for every $1 invested, why haven’t you added it to your agency yet?

To clarify everything in detail, we will analyze the different options that exist for integrating email marketing in a communications agency, both from the perspective of the product that should be included in the service packs and from the prospect of using it to attract and qualify potential clients coming to the agency.

How to use email marketing in an agency
Email marketing as a service for your customers

Let’s get one thing straight: email marketing will help you increase your agency’s sales.

Unlike one-off projects like designing a corporate identity or website, a good email marketing campaign can ensure your client’s persistence for a longer period of time. That way you don’t have to be constantly on the lookout for new projects and can focus on long-term strategies that bring you and your customer greater profitability.

But be careful, you need to know exactly what each company needs in order to be able to offer them a service tailored to their needs: will you develop a complete inbound marketing strategy? Will you only send out occasional mailings? Would you like to automate the sending of emails? Would you like it integrated with Platform X? There are many factors to consider when choosing which email marketing tool to offer to your agency’s clients.

If you use software like Benchmark’s, you can set up a master account to manage all sub-accounts from one place. This allows you to create packages that include the email marketing service and offer them at the price you think is reasonable.

Email marketing to attract clients in your agency

Of course, email marketing is not just another service your agency offers, but it can also be one of the most useful tools in your customer acquisition strategy.

You can also use this tool to build relationships with your subscribers and leads, spread your valuable content and help them move up the conversion funnel.

A well-crafted funnel strategy and email marketing software and automations to execute it will help you attract higher quality leads and convert a higher percentage of them into loyal customers for your agency.

In addition, email marketing is not an intrusive channel but allows you to carry out a complete inbound marketing strategy with good conversion rates while your subscribers maintain a good relationship with your agency.

An email marketing strategy executed with the right software can help you in several ways:

    lead capture. Include signup forms on your website to grow your lead lists.

    Segmentation and Lead Scoring. When you combine quality lead capture with marketing automations, you can automate all steps of the funnel and segment and qualify your leads based on their interactions with your emails.
    Send personalized content. Once you’ve segmented your lists, it will be much easier to send out personalized newsletters tailored to your leads’ needs. A freelancer may not be interested in the same content as a large software company, but both can be potential clients of your agency.
    Improve your brand image. If you implement a good inbound marketing strategy, one of your goals is certainly to make your agency a reference in the sector. So that your buyer personas think of you as the first choice when they have a need. With email marketing campaign creation, good design, and the right strategy, you can achieve this.

 n short, email marketing is one of your best allies to both grow economically and better serve your agency’s clients.

Analyze the different email marketing software options you can use, and you’ll find the perfect tool to grow faster, recruit, and position your agency in the minds of potential clients.

E-mail is an ideal all-round tool for any digital business. It is at the same time the basis for communication and the basis for a variety of marketing approaches. E-mail marketing is a perennial favorite in the advertising context, even if this discipline is not surrounded by hype. It is persistent and therefore relevant to so many industries, creators, companies and teams. Regardless of whether it is about acquiring new customers, immediate conversions, customer loyalty, pure information, cross-selling or even winning back contacts you thought you had lost – various facets of online marketing can be covered with an appealing email.

But despite the diverse areas of application, there are many things that marketers should consider in order to stand out with their emails and not end up in the trash – or, in the worst case, even in the spam folder. That’s why the experts at GetResponse not only reveal when and how often you should send emails, but also how you can achieve higher open rates and fewer unsubscribes with authentic emails and subject lines. Here are your dos and don’ts and top email marketing tips for lasting success.
E-mail marketing as an efficient marketing channel: These are the proven methods for success

According to a forecast published on Statista, the number of email users worldwide will be 4.26 billion by 2022. And in the coming years, more and more users will be added – not least because of the large number of mobile devices that enable e-mails to be received even in remote locations.
Furthermore, many people have more than one or two email accounts. A few reasons why e-mail is still such an important marketing channel 50 years after its invention are obvious at first glance: e-mails can be received on mobile devices and therefore offer permanent access to information, advertising and the like . In addition, e-mail provides a cost-effective and easy-to-manage communication channel – which can become even more efficient through automation. E-mails and newsletters, such as those from companies or creators, can also provide relevant data, act as door openers for sales efforts, draw attention to brand-related topics – be it your own event, a new product or another newsletter – and the Encourage interaction with readers, customers and co.

But how does this work in detail when the possibilities are so diverse that e-mail marketers have to ask themselves where to start with the optimization at all? This text explicitly introduces some of the most important steps that allow you to exploit the full potential of your email strategy.
Convince at the first click

When it comes to email, first impressions are extremely important. That is why welcome emails are also an advantage in order to make a good impression on the recipient from the outset. In addition, welcome emails have extremely high opening rates of over 80 percent on average. They also help you bond with new contacts and expand your recipient list. It also helps brands to offer new contacts something valuable or exclusive at the start of their subscription, so your emails get opened again and you can even drive conversions. Deliverability is promoted in the long term.
n addition to a welcome email, thank you pages are also useful to bind new contacts directly to your brand and your offer. With these you can direct traffic to important pages, increase conversions for white papers, other newsletters or even products and finally optimize the opening rate.

In order for you to be successful with your emails in the long term, you have to segment your target groups. Because e-mails to the entire contact list are only suitable in some cases.
Tips for segmentation: Personalization is required

A segmentation of your email contacts can and should be preceded by an analysis of your most important target groups. Which groups bring you the most sales, who reads your posts the most? Collect as much data as possible about your customers and their usage habits. Then orientate yourself on this in order to subdivide the target groups as effectively as possible.
That’s a good reason to free up more resources for this approach. However, if there is a lack of time, automation processes and behavior-triggered campaigns can help to deliver relevant emails precisely.
For example, you can create customer segments based on behavior and engagement data, verify your contacts’ consent and the content they are interested in, send smarter emails based on contact data and behavior, and ultimately through validated data Convert anonymous signups into comprehensive buyer or customer profiles. The layout is central

So that every target group addressed, yes every recipient, receives an attractive e-mail, the content, but above all the layout elements, must fit. A text that has no paragraphs, no visuals, no calls-to-action, etc. will most likely not stay in the recipient’s memory for a long time. And such an e-mail has little chance of success. The installation of suitable image and video elements alone is worthwhile, for example when a new product or brand feature is presented. The figures from  Research by the company suggests that emails containing a video  have up to 8 percent higher click-through rates. And: E-mails with pictures perform better than messages without. Because the click rates differ by more than one percentage point (4.11 percent vs. 2.87 percent).

Email marketers can also use visual elements to demonstrate their creativity and create interactive elements that animate or simply inspire those who are sent.

With the right design elements, you can also emphasize those all-important calls-to-action. For example, you can add a countdown timer or indicate when the offer expires. Recommendations (“testimonials”) for more credibility can also support a CTA. It is important that you integrate clear calls to action and not only make them visually appealing, but also adapt them to your target group or segments.
Focus on names: Note the sender’s name and subject lines

What else does it take to help an email get a lot of attention? Sender:inner names that have a high recognition value are essential. In the best-case scenario, recipients should be encouraged to open the email as soon as they read this name. Brand names work especially well if you have a love brand. The following formats are generally well suited:

    [Brand Name]
    [Employee Name] by [Brand Name]
    [Employee Name] @ [Brand Name]
    [Brand Name] Customer Support
    [Brand Name] Newsletter [Brand Name] Summary

You can use tests and analyzes to find out which option works particularly well. You should trust the data that your e-mail tool provides you with.

The sender’s address also plays a role. So send your messages via your company’s domain (avoid free mailers like Gmail or Yahoo) and use a trustworthy address. Once you’ve set yourself up with your names, it’s also very important not to manage any no-reply addresses. Because in times of social media communication alternatives, customers expect fast response times and availability.

What matters then are the subject lines. The success rates of these vary greatly, also depending on the industry. But there are a few tips to keep in mind when creating the rows:

    Take your time and be creative, so write several lines, several times, and open them up for discussion.
    Do not rely solely on what your feelings tell you, but take data to hand.
    Use emojis for specific audiences and personalize your subject lines.
    Occasionally use power words, questions, phrases, and other tactics to get attention
After creating emails in depth, sending them is a key aspect that marketers need to address. Because there are clear advantages when shipping times and frequencies are optimized. It is important to avoid both undermailing and overmailing. data on send frequency shows that email marketers who send just one newsletter per week achieve the highest average open and click rates. For many companies, however, this is not enough – rightly so. This is because they miss opportunities, for example to increase the number of conversions and to obtain information about offers, news, upcoming events and the like.

The shipping frequency depends on the industry, the target group and other factors (holiday season, public holidays, upcoming major events, etc.). However, there are benchmarks that are of interest. According to statistic email list “primary email recipients” read 83 percent of all messages received. These subscribers tolerate up to five emails per week from specific senders before their spam complaint count increases dramatically.

There are also industry-specific differences when it comes to the best sending time. However, two periods are statistically particularly promising: They usually achieve the best average open and click rates. These are the periods from 9 a.m. to 11 a.m. and 1 p.m. to 5 p.m.
Double opt-in and Co. – use comprehensive best practices

In email marketing, there are various aspects to consider in order to create the best possible email. The framework conditions such as shipping time and target groups must also fit. But there are a number of other important aspects. For example, email marketers need to keep an eye on double opt-in in order to get high-quality signups. In addition, they should make unsubscribing from the newsletter as intuitive as possible in order to demonstrate user-friendliness.
It also refers to the metrics that should not be neglected in email marketing.
You need to pay attention to these metrics

Which metrics play a particularly important role for email marketers, in addition to the opening rate, which is obviously so important? GetResponse explains this in a KPI overview that explains the metrics in detail and provides examples. Open rates can be over 30 percent in many areas, so looking at click-through rates (CTR) and click-to-open rates (CTOR) is also valuable. The latter in particular can provide information about where in the newsletter there may have been a problem. If you have a good open rate but few click-throughs, your CTOR will also be low. This can indicate that your subject line was more interesting than your actual content, or that it was misleading.

However, the bounce rate, the churn rate, the subscription and unsubscription rates, conversion rates and, ideally, factors such as revenue per opened email or income per subscriber should also be taken into account. In order to be able to determine all these metrics at a glance, offers the Reporting Dashboard.In this area, e-mail is valuable as a marketing channel

The regular sending of e-mails is basically of interest to almost all companies, but also to creators. A newsletter is ideal as a supplement for e-commerce shops as well as for blogs or social media accounts with numerous followers. For your own newsletter, you need a concept for recurring content that does justice to what you offer as a brand and the needs of your target group(s). You also need the right e-mail software to be able to send your e-mails to your contacts securely and easily at all times.

This can offer you your own email infrastructure

Having your own infrastructure can be an advantage for your email marketing. However, building your own brand is usually time-consuming and expensive. That’s why MAX provides the basis to guarantee your deliverability and your domain reputation. The company has maintained excellent relationships with all major Internet Service Providers (ISPs) for decades, which has resulted in a delivery rate of 99 percent. When you sign up for a MAX account, it provides at least one associated IP address so you can build a unique shipping reputation. The IP address and domain reputation are constantly monitored by your personal Customer Experience Manager. For major customers who want to send millions of emails via their own platform,the supported IP warm-up .

E-mail marketing requires a reliable basis, easy-to-use analysis and creation tools, reliable data and, of course, constant creativity. While email marketers have to bring the latter with them themselves, they can refine their strategy more and more with the help of the right partners and their offers. Not only to optimize deliverability and opening rates, but also to develop the e-mail into an absolutely successful format for your own brand in the long term. Because this potential has always been in e-mail marketing. You just have to learn to retrieve it.