Why Web Designers should offer Email Marketing as a Service?

Not many things divide opinion in the web design world quite like email.

There are the purists out there who live and die by plain text, right through to those who swear by a nicely formatted HTML newsletter. But the fact is that if done correctly, email is one of the most effective forms of online marketing available to your clients. This in turn makes it a very profitable service to add to your portfolio.

So, why get into email marketing?

Reason 1: You can already do it (seriously!)

Sure, there are some subtle differences, but if you can design and code a web page, you’ve got the basic skills required to build and send a HTML email. There are plenty of tools available today that make sending and measuring email marketing campaigns a painless process. Provided you can get the creative right and follow best practice for acquiring permission, you can start offering email marketing as a service in no time.

Once you understand email design, you can start extending your knowledge beyond creating templates. Learn more about growing your customer’s subscriber lists, avoiding spam filters, designing effective landing pages and a range of other areas that will ensure you maximise results for your clients.

Reason 2: It complements your current services

Email marketing is the perfect add-on product to package with your existing web design services. Once you launch a new web site for a client, why not help them drive traffic to the site and make the most of their investment.

Add a newsletter subscription form to each page of their site and start building a house list. Add an opt-in checkbox to their online store’s check-out process. Include paper-based sign up forms at all their offline stores. Do everything you can to encourage interested customers and subscribers to join your client’s list.

A few months after the site is launched and you’ve (hopefully) started growing a decent house list for your client, you might begin designing and sending a monthly newsletter or a latest specials email to this list, which leads us to the next point…

Reason 3: It’s a new and recurring revenue stream

Just like most web sites, an email marketing program is an organic thing that changes over time. Each issue needs to include new content or a new offer, there might be a design tweak you need to make or a new email client to test in. As well as improving your clients relationship with their customers or driving sales, an email marketing program can also provide a great cashflow injection each month.

The good news doesn’t stop there. A recent survey of 1,500 marketing professionals not only found that 72% planned to increase their spending on email marketing in 2007, but more than half were outsourcing their email marketing to designers and creative agencies.

Reason 4: It works

Actually, works is an understatement. Based on research conducted by the Direct Marketing Association, email marketing is predicted to return an incredible $48.29 for every dollar spent in 2007. To put this in perspective, that’s more than double the average return for other forms of online marketing and more than 6 times the return from print catalogs.

Why email marketing works:

  • It’s cost effective – While the cost of actually designing your email creative can be comparable to direct mail, the big savings start when you consider there are no printing costs and you can get your message delivered for around a cent per recipient.
  • It’s immediate – Email generates an immediate response, instead of waiting for a subscriber to visit your site you can get your message to them when it counts. The majority of your recipients will see your message in the first 24-48 hours.
  • It’s relevant – Email makes it easy to segment your subscribers using a variety of criteria like demographics and past campaign behaviour (such as clicking a certain link). This way you can ensure your message goes to the individuals most likely to be interested in your offer.
  • It’s completely measureable – More than any other form of marketing, email can provide actionable data on the results it generates. Keep track of who opened your email and when, what topics they were interested in, who forwarded it on to a friend, how many sales were generated and much more.

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