Email marketing for the buyers
most likely to come back.
Newsletters, automated follow-up and campaigns to the people who already know you, written in your voice and judged on the replies that turn into work.
The people on your list have already bought from you, asked for a price or met you at an event. They know the business, and no algorithm decides whether your email reaches them. Most hear nothing from you between one invoice and the next. A regular email worth opening changes that.
Email Marketing is one of the four Content services, and draws on the same plan and the same content as social media and PR. We run it from our Norwich office for businesses across Norfolk and the rest of the UK, and every send is checked before it goes out.
Judged on replies, not opens.
Open rates stopped being a reliable measure when Apple Mail began loading email images in the background, which counts many emails as opened whether anyone read them or not. We still report opens, but each send is judged on what people did: the clicks, the replies and the enquiries that followed.
The next email is written from what the last one showed: the subjects people clicked, the offers they replied to, and the parts of the list that went quiet.
Credentials
We're Mailchimp Certified.
Our team holds the Mailchimp Academy Foundations certification: Mailchimp's own training in setting up audiences, campaigns, automations and reports the right way. So the account behind your emails is built properly from the first send.
- Audiences and tags
- Sign-up forms
- Automations
- Reporting
What the email work covers.
Some lists need a newsletter and little else. Others need automation, campaigns and a clean-up first. The quarter’s plan sets out which parts yours needs, and why.
Newsletters
A regular email newsletter with news from the business, recent work and something worth reading, written and designed for your list.
Automated follow-up
Sequences that start when someone enquires, downloads a guide or books a call, so every new contact hears back the same day.
Campaigns
One-off emails for a launch, an event, an offer or a busy season, planned into the quarter alongside the newsletter.
Templates in your brand
Built in your email platform and tested on phone and desktop, so every send looks like the business wherever it is opened.
Sign-up forms and list growth
Forms on your website and at events, each recording when and how a person subscribed, with a reason to sign up worth an email address.
Segmenting your list
Past clients, open enquiries and new contacts kept apart, so each group hears what is relevant to it.
Permission checked
Each contact checked against the UK rules on consent before the first send, with an unsubscribe in every email and a list of people who have opted out.
Sending set-up
Your sending domain authenticated with SPF, DKIM and DMARC, and one-click unsubscribe on marketing emails, as Gmail and Yahoo require of bulk senders.
What each report shows.
One report each month, for the person who signs off the budget. Opens are in it, marked as an estimate. The decisions are made on everything else.
- DeliveredHow many emails reached an inbox, and the addresses removed because they bounced.
- ClicksWho clicked, on what, and which part of the list they belong to.
- RepliesThe people who wrote back, with anyone asking about work passed to you the same day.
- List healthSign-ups, unsubscribes and spam complaints, kept within the limits Gmail and Yahoo set for senders.
- Work wonThe enquiries that followed a send, and the work they turned into once it is signed.
From your list to the first send.
The first quarter, step by step, before the monthly rhythm takes over.
Tell us where you’re goingCheck.
Weeks one and two.
We go through the list you have: where each contact came from, what permission you hold and which addresses no longer work. The sending domain is authenticated.
You receive the quarter’s plan, send by send.
Build.
Weeks three and four.
Templates are designed in your brand, sign-up forms go live on the website, and the first follow-up sequence is written.
Nothing is sent until you have approved it.
Send.
Month two.
The first newsletter goes to the right parts of the list, and the follow-up sequence starts working on new enquiries.
The first report shows what the send brought in.
Refine.
Each quarter.
The next quarter’s plan is written from the last: what people clicked, what they replied to and which parts of the list went quiet.
Contacts who have gone quiet for months are asked whether they still want to hear from you.
Email marketing, in practice.
All Projects
Questions about email marketing.
What do your email marketing services include?
Newsletters written and designed, automated follow-up sequences, one-off campaigns, templates in your brand, sign-up forms, segmenting your list, the sending set-up and a monthly report on what each send brought in.
Can we email the contacts we already have?
Usually some of them. Under UK rules, people who bought from you, or talked to you about buying, can be emailed about similar services if they were given a chance to opt out when you took their details and in every email since. Other individuals need to have agreed to hear from you. We check what you hold before the first send.
Are the rules different for business email addresses?
Yes. Limited companies, LLPs and other corporate bodies can be emailed without prior consent, as long as each email says who it is from and gives a way to opt out. Sole traders and some partnerships count as individuals. Anyone who asks to stop is removed and kept off the list.
Which email platform do you use?
The one you already have, where it does the job. Where you need a new one, or a CRM behind it, we implement HubSpot, so every reply and enquiry is recorded against the contact.
Will our emails end up in spam?
We set up what inbox providers check. Your sending domain is authenticated with SPF, DKIM and DMARC, marketing emails carry a one-click unsubscribe, and the list is kept to people who want to hear from you. Those are the standards Gmail and Yahoo require of anyone sending in volume.
Can you follow up our enquiries automatically?
Yes. A sequence starts the moment someone enquires: a reply the same day, then the information they need to decide, sent over the following weeks. It stops when they reply or book a call, so nobody is chased after they have answered.
How often should we send?
Often enough to be remembered, rarely enough to be welcome. For most lists that means a newsletter each month, with follow-up sequences running in between. The quarterly plan sets the exact rhythm, and the report shows whether it is right.
Who writes the emails?
Our team, in your voice, from the quarter’s plan and what is happening in the business. You approve every send before it goes out.
How is it priced?
Every engagement has a defined scope and a stated fee, agreed in writing before any work begins. Tell us where you’re going and we’ll tell you what it would involve.
Alongside email marketing.
All of Content- CRM & TechnologiesHubSpot set up around how the business sells, so every enquiry is recorded and followed up.
- Social Media ManagementA month of posts planned around what the business needs to be known for.
- Content CreationPhotography and video from a monthly Content Visit, for every newsletter and campaign.
Ready to talk about your next stage of growth?
Tell us where you’re going. We’ll tell you, candidly, whether we’re the right agency to take you there.
Prefer to speak to someone? 01603 369929
Thank you. Your enquiry has reached us.
We’ll reply in writing, during business hours.
Something went wrong sending your enquiry. Please call 01603 369929 or email hello@pollard-media.co.uk.