Email design can be surprisingly tricky. It needs to work across platforms, contain light weight code and represent your brand and products clearly and effectively. It also needs to work with variable data and automation as you look to build out or triggered marketing funnels. And, of course, it needs to work in your integrated omnichannel environment, offering your customers the easiest path to brand affinity and product awareness.

Part of the challenge is getting your email into the inbox in the first place – and ensuring you don’t damage the deliverability of your regular emails. And it takes cunning and guile to keep your emails away from those pesky spam filters.

The day-to-day management of your email campaigns is about populating your email template with mouth-watering, enticing content. The latest generation of email platforms (ESPs) use intuitive drag and drop or auto-population mechanisms to make your life easier.

But it still needs the eye of a seasoned pro to ensure it’s the right content with compelling CTAs, and to ensure the whole email – and importantly all your personalisation – is executed flawlessly.

We’ve all had emails addressed to <first name goes here> or to Libby when you’re a Liz. It only takes a minute to damage a brand so it’s worth having expert eyes on the job.

One goal of your campaigns might well be to create automated or triggered marketing funnels. These work for B2B and B2C campaigns alike, and once set up are great for nurturing and nudging and introducing a whole range of products or services to your prospects on their journey to conversion.

One of the key benefits of working with Webmart is that we’re integrated specialists. Which means while we’re focused on maximising the opportunities delivered by your email marketing, it’s always top of our list to make sure it’s enhancing your other channels too.

Not only do we want the omnichannel experience to be consistent, but it’s always worth coordinating your email messaging with your other marketing to magnify impact and response.

It’s one of the great ways you can work with your Webmart consultant to really maximise every pound of your budget.

Of course, most of the above is all the ‘doing’ part. The particularly exciting but often overlooked part comes with the cycle of continual improvement.

We deliver clear, concise and accurate reporting along with actionable insight. We’ll assess what’s working and what’s not; what needs chopping, changing or amending. We learn the lessons of what’s working well and make sure we duplicate and enhance it wherever possible.

It’s how we help you know you’re getting the absolute maximum from your email – and your budget.