Managed Email Marketing

Using newsletters to promote your business products and services is one of the most effective forms of direct response marketing available to advertisers today — and it’s a cornerstone of digital marketing altogether. Crafting valuable content in your email newsletters can capture the attention of engaged subscribers and turn them into loyal customers. But how do you take advantage of the medium to gain optimal value? The answer: Engaging an email marketing agency.

Having a fully managed email marketing service that uses the best marketing automation tools, expert design services and perpetual optimisation will help you get the maximum out of your efforts. Automation, templates and detailed analytics play a crucial role in this process.

At Brafton, we develop, design, build and track your personalised email campaigns from conception to delivery, integrating them with social media and your email list, providing a fully managed solution. Our team of content creators crafts compelling content tailored to your target audience, ensuring that your emails resonate with engaged subscribers.

Whether you’re a small business or a large enterprise, we have solutions tailored to your needs.

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Managed Email Marketing as a Service

Brafton’s newsletter management service is an end-to-end solution to all your email newsletter, strategy and delivery needs.

Your Brafton team, composed of an account manager, project manager, content writer, designer and email campaign consultant, work together to manage every aspect of your campaigns. Our content creators craft valuable content that resonates with your target audience. With marketing automation tools of your choice and personalised research into your brand’s customer journey, your team can create more touchpoints with potential and engaged subscribers, boosting ROI with every email message.

Our process is meticulously crafted, from initial planning to execution, leveraging our extensive experience in the field. As industry leaders, we utilise cutting-edge strategies and tools to create compelling content that resonates with your audience, integrating detailed analytics and social media where needed.

As one of the most effective methods for direct response marketing, email newsletters help businesses connect with their target audience in a personalised way, while increasing sales. Our authority in this space is reflected in our ability to deliver results, time and time again, using the best email newsletter software.

Trust in Brafton’s expertise to guide you through every stage of this vital marketing channel, from email list building to email template design and automation features. With our newsletter marketing services, you can send unlimited emails, engage with email subscribers and even offer a free plan for those starting out.

Plus, our email automation capabilities ensure that you’re always in control.

Check Out Our Results

2. Develop an Email Marketing Strategy

Your email marketing strategy is about more than developing mailing lists and creating compelling email messages. You also need to consider 1) What types of emails to include and 2) When to use each one.

Types of Emails to Include in Your Marketing Strategy

The type of email you choose depends on the message you want to convey. Here are some common email types that Brafton creates for clients:

Email Newsletters

Email newsletters are often the first and most approachable form of email communication a person receives from a company. Whether you send a monthly newsletter or more frequent updates, fill them with entertaining or informative newsletter content, thought leadership pieces or coupon codes to encourage purchases. Using appealing newsletter templates can enhance the look and feel of your emails, making them more engaging for subscribers.

Transactional Emails

A transactional email is sent after a user completes some type of conversion, such as making a purchase or downloading a piece of content. Include details of the transaction and a message of gratitude in these emails. Transactional emails are essential for providing valuable content to your customers, confirming their actions and building trust. They can also be an opportunity to offer additional digital products or services relevant to their purchase.

Welcome Emails

When someone signs up for email communications from your brand, you have just one chance to show them that sharing their email address with you was worth it. Welcome them to your community by sending them an email that shows thanks for their attention, explains your brand and previews the types of emails they’ll receive.

Sales or Promotional Emails

Your email list wants to know what you have to offer them, so tell them! Sales or promotional emails can: share information about the products or services you provide, new offerings your audience will be interested in, company updates like expansions or leadership changes, and more. You can leverage your email marketing platform to segment your audience, ensuring that your promotional emails reach the most interested subscribers. If you offer paid subscriptions or digital products, promotional emails are a great way to inform your subscribers of new releases or special offers.

When to Deploy Your Emails

Each type of email should be strategically used and deployed only when appropriate. With many popular ESPs, you can set up trigger emails, designed to be sent after specific criteria are met. You can also create emails with dynamic content so each reader sees content that’s meant specifically for them.

Here are some criteria you might use in your email marketing campaigns:

  • Clicked in a previous email.
  • Content download from a website.
  • Lead score change.
  • Left items in the shopping cart.
  • New contact sign-up.
  • Requested a demo.

Determining the right moment to send an email to a contact is a thought exercise that requires a close understanding of user behaviour and audience expectations. Your content marketing team at Brafton can help you choose the most appropriate triggers for your brand to use in its email marketing strategy.

4. Design Beautiful Email Templates

Your emails have to look great for them to make a good impression on your readers. Every brand is different, so your email template design should be tailored to your unique style.

Brafton’s in-house graphic design, technical and creative services teams work together to build HTML email templates that capture reader attention. The email templates we create incorporate custom illustrations and imagery, calls to action and other design elements meant to encourage conversion and interaction. Our team utilises newsletter platforms and email marketing tools to create visually stunning templates that align with your brand identity.

Our automation features allow for automated emails, while integration with Google Analytics provides valuable insights. So, once your template is designed and uploaded into your ESP, you’ll be sending beautiful emails in no time.

6. Set Up Your Campaigns

Once you have all these elements in place, it’s time to set up your email marketing campaign. Each ESP has nuanced ways to do this, but Brafton’s expert email consultants have experience preparing and organising email campaigns across all major email marketing platforms, including newsletter management and automation features.

Launching your campaign may include:

Uploading your custom HTML template into your ESP.

Creating segmented email lists.

Adding copy to templates for specific email newsletter launches.

Building workflows that specify which emails will be sent, when.

Using your marketing platform for email automation will turn your strategy into a robust system that continuously nurtures leads and develops a bond between your audience and your brand through email newsletters and targeted emails.

Deliverability

Whether or not your emails are actually delivered to subscribers’ inboxes.

Open rates

How many recipients opened the newsletters.

Click-through rates

 How many recipients clicked in the emails.

Click-to-open rates

How many of the people who opened it, clicked

Unsubscribes

How many recipients opt out of email communications after receiving your email.

Website traffic

How much of your site traffic can be attributed to your email marketing programme.

 8. Optimise for Success

Effective email marketing doesn’t end with the launch; it evolves further. At Brafton, we don’t send and forget. We continuously monitor, analyse and optimise your campaigns, ensuring they’re on target and achieving goals. Each email, whether it’s a newsletter or targeted communication, is a valuable data point that can be used to enhance overall performance.

From the initial ideation to ongoing optimisation, we make sure that your campaign starts strong and improves over time, leveraging marketing automation and analytics. Our commitment to excellence ensures that your email list receives content that resonates, drives results and reflects your brand’s unique voice. By consistently providing valuable content and utilising tools effectively, we keep your engaged subscribers interested and reduce the likelihood of subscribers becoming inactive.

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