What Is an Email Marketing Agency? (And What Do They Do?)
FAQs about email marketing agencies
Learn more about email marketing agencies with these FAQs:
Why invest in email marketing?
Email marketing is a smart investment for a few reasons, including:
- 44:1 (or $44 for every $1) is the average return on investment for email marketing
- 59% of people say email influences their purchase decisions
- 61% of people like weekly promotional emails
- 10-60 minutes is how much time people spend each week looking at email
People trust and use email to influence their purchase decisions, as well as create a newsfeed for brands and products that they like. That’s why email generates 50% more sales than any other lead generation method.
If you aren’t seeing that kind of result from email marketing, an email marketing agency can help.
What kind of emails do email marketing companies create?
When you hear the term email marketing, you may think of one thing — an annoying promotional email in your inbox. But if the emails you’re receiving are annoying, they’re likely not coming at the right time, targeting you incorrectly, or they’re not personalized to your likes and interests.
When you do email marketing right, it can drive astronomical results for your business.
At WebFX, our email marketing agency creates emails like the following:
| Service | Uses |
|---|---|
| Welcome or onboarding | Greet first-time subscribers, website visitors, leads, and more. |
| Recruiting | Attract new and qualified employees. |
| Seasonal | Highlight holidays like Mother’s Day or promote holiday sales, like Black Friday. |
| Re-engagement | Connect with subscribers who haven’t visited your website in a specific timeframe. |
| Event | Promote an upcoming event, like a webinar, in-store sale, or product launch. |
| Abandoned cart | Alert subscribers or website visitors that left your website without completing their purchase. |
| Post-purchase | Build brand fans with post-purchase emails that share helpful guides, encourage feedback, and more. |
Here are the different kinds of emails that email marketing agencies provide and how they work.
Welcome emails
Welcome emails are a great way to show your audience that you’ve received their request to opt in to your emails and that you’re excited to have them as a part of your subscriber list.
There are a lot of ways to go about a welcome email, and the choice is yours.
You should keep these emails short and sweet as to not scare recipients into thinking that all of your emails will be extremely long-winded.
If you’re sending a welcome email because someone filled out a form on your website to learn more about a product or service, you should be sure to provide info. You can talk about the product or service directly in the email or provide a link that will take customers to your website to learn more.
If the welcome email is triggered because someone filled out a form to opt into your monthly newsletters, you can keep it simple and welcome them to your online community. You can include a link or two to your website and give them a little information about your company.
If the welcome email goes out because they signed up for a special offer, don’t let them down! Provide the perk you advertised and welcome them to your online community.
“You’ve left something behind!” emails
These are known as cart abandonment emails, and they can help you to finally close the sale that never made it to the conversion stage.
- Travel and finance – 82% abandonment
- Non-profits – 79.2% abandonment
- Retail – 76.2% abandonment
- Fashion – 66% abandonment
Shoppers abandon carts often —and email is a great way to finally seal the deal.
In these emails, you’ll want to remind the recipient what they left in the cart and offer them a button that takes them to the landing page where they can purchase. This makes converting easy and stress-free — and you just closed a sale.
Promotional emails
We all know how excited we get when our favorite clothing store releases a new collection, or our favorite car brand releases a new model.
These are meant to get recipients excited about your new product or service — excited enough that they want to come to the store or purchase online.
You should always include a photo of the product you’re promoting and the price.
Another kind of promotional email is one that tells your audience about an upcoming event. Whether your products will be featured at the event, you’re hosting the event, or you’re participating in the event, letting your customers know about it via email is a great way to get them to attend and support your business.
One of the most popular kinds of promotional emails is one that includes coupons and special offers. Your customers are much more likely to come to your store or purchase something online if they have a coupon to entice them.
You can provide a mobile coupon that gives the recipient a barcode to scan at the store, or you could make a printer-friendly coupon for recipients to cut out and bring to the store.
“We haven’t seen you in a while!” emails
These emails let previous customers know that they’re still on your list and entice them with new products and special offers.
For example, if they’re part of your rewards program, and they haven’t shopped in two months, one of these emails would help entice them to visit your website or come to your store. In a busy city like New York, email marketing is useful to attract shoppers to your store before they get to anyone else’s. However, it’s also extremely useful to small-town shops as well. Email marketing is an all-around fantastic strategy for any business.
These specific emails are effective because they’re personalized to the recipient and show them their value to your business. It also shows them that their business is important to you and that you miss them as a customer.
If someone hasn’t shopped with you in a while, it could also be that they’ve forgotten about you, they live a farther distance away, or they haven’t needed to stop by.
This kind of email alleviates almost all of these situations — it reminds them that they’ve shopped with you before, and (if you provide them with a coupon or special offer) gives them a reason to stop back.
Weekly or monthly newsletters
One of the most common ways to stay in touch with your subscriber list is with weekly or monthly newsletters.
These kinds of emails make it easy for you to keep users up-to-date with the latest happenings at your company. Whether it be new employees, new products, or events that you’re hosting in the future.
They’re a great way to keep your subscribers in the loop, while also staying top of mind in your industry.