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Surface Digital has been running successful email campaigns on behalf of our clients for many years. Some of our clients are prestigious foreign brands (that we are not allowed to showcase online). Below are a few points to consider before planning an email campaign:

Build a solid mailing list

While it's possible to buy mailing lists, your email campaigns will benefit hugely if you are addressing people who are most likely to want to here about your product or services. Never buy data lists from un reputable sources, you will most likely end up spamming and do your brand more harm than good. Contact us to find out about building your mailing list.

Personalise your emails

A person is more likely to read or click on a link in an email if you address them by their name. When you address customers personally, they're less likely to feel that they're just another email address on a long, impersonal list.

Simple designs work best

It's tempting to want your emails to look exactly like the rest of your branding: your typeface, your logo position, your background pattern etc. Be prepared to be disappointed! Up until Outlook 2007, emails could be very rich indeed, but this has changed and Outlook 2007 now rejects and destroys most of your previously wonderful designs. Keep the message clear and leave the design quite basic. Speak to us for examples of newsletters that work and look good.

Give a clear call to action

Once you've sent your carefully crafted email to a recipient, they'll be sure to want to find out more about the things you have said. Be sure to include a clear call-to-action, some sort of direction that lets them know what to do next. This might be a sentence with a link that says, "to read more, click here". The key is to point them in the right direction, whether this be to visit a product page or to call a number. Most often email newsletters are used in a "drive to web", where you lead your recipients to a specific page on your website that gives more details of your offering.

Tracking and reporting

One of the greatest things about email marketing is that you get to measure the results of your efforts. It's very easy to see if an email has been received, opened and read. It's also possible to track individual links within the email, helping you to see which offers are the most attractive ones.