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Topics: Marketing Strategy


Email still reigns when it comes to digital marketing—so it’s imperative that you exploit this powerful tool to reap the most from your inbound campaigns.

Email Marketing—main benefits

Fast and flexible—reaches new customers/clients immediately with personalised offers

Increased customer loyalty—staying in touch with regular emails ensures you stay front-of-mind

More leads—for you convert into sales and increased ROI

Humanises your presence in a fast-changing digital landscape—automation will send your emails out, track, record and measure opening rates, but real people respond more to real people and conversational copy; get the mix right and you have the best of both worlds

Big voice in omni-channel conversations—unites your online, offline and multi-channel customers and their multi-device behaviour, which optimises your brand’s engagement

Low cost—ideal for limited budgets

Easily measured results—tracking tools allow you to evaluate the strengths and weaknesses of your campaign strategy

Vary your messages with A/B testing—by sending different messages to your audience you can see which are the most successful

Helps you get to know your clients better—enables more targeted emails

Email Marketing—main objectives

Hog the spotlight

Emails are a virtual calling card to introduce your company and its products/services. It plops into your audience inbox—so get the subject right and it stands every chance of being opened, acted on, and forwarded to others. How’s that for reach?

By emailing a regular newsletter you will notify recipients of your brands activities and achievements.

Including an eye-catching CTA (a button, not text links) will encourage people to respond quickly. Create a sense of urgency with phrases such as ‘Offer Ends Tomorrow’.

Build your fanbase

It’s one thing to gain clients, another thing to keep them, and email is a powerful tool when it comes to building brand loyalty. Regular contact that is compelling, visually and in content, will keep you front-of-mind. Think: promotions and special offers.

Hook new clients

Just remember that, if required, an email marketing campaign has global reach from the comfort of your premises. Plus, if you promote something that encourages clients to invite others onboard, your field of vision and attraction knows no bounds.

Buddy up with your users

Email allows you to interact in different ways with your customers and breaks down barriers wherever your clients are based—local, national or international. By including your social media buttons, your users are encouraged to link through and participate, which amps up your spotlight.

Up sales

Direct targeting of people keen to receive your latest deals/promotions will increase sales as they are a captive market already interested in your offer; but, again, ensure your database is segmented correctly so that you can see at what stage they are in the sales funnel.

Understand your clients

Emails allow you to secure detailed information about your customers, quickly and easily—what products/service have/have not worked best for them. This knowledge is all the power you need to hone your strategies and campaigns for optimum results.

Email snippets is a productivity tool that also allows you to spot conversation trends. Although you must personalise your emails there are stock phrases / paragraphs / explanations common to many emails. Snippets allows you to add these wherever you work. It is part of a CRM system but can also be used in Gmail and most versions of Outlook.


Email marketing—your tick list

Here are four fundamental elements that you must employ in order to achieve your campaign’s objectives:

Segmented database: A defined and bang-up-to-date target market is essential for data-driven email campaigns.

Personalisation: Graphics, video, colours and images all play a part in tailoring your emails. Be original and creative to grab attention. Tailor the CTA so that it pops.

Subject: Get it right as it’s the first thing your customer will see. Make it clear, concise, compelling.

Landing page: This is where your clients arrive and inches them through your sales funnel, so make it coordinates with the overall strategy—looks good, focused, easily understood.


“The Direct Marketing Association found that 75% of marketers say they are using more email than they were 3 years ago, and Forrester Research said that investment in email marketing is expected to grow from $1.3 billion in 2010 to $2 billion in 2014.”

Remember: Good email marketing must be Valuable—Relevant—Expected— Integrated

Which is why it’s a smart move to onboard Breckenridge to design, implement and manage your email marketing campaigns. We’re a Google Premier Partner and a HubSpot Gold Certified Agency Partner Agency, so growing your brand and ROI is in expert hands.

Contact us for a FREE consultation…

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