Services / Digital marketing / Email marketing

Email marketing

Engage with your customers and nurture leads through tailored email marketing campaigns.

Trusted by the world's biggest companies

An email marketing agency focused on results

Email marketing is a powerful means of communicating with your existing customer base, reaching customers, targeting prospects and nurturing leads through the sales funnel. It offers a strong return on investment and multiple touchpoints to engage your target audiences. But with so much to consider, it can be a complex discipline to get right.

CWA are specialists in email marketing services. We combine experience across multiple industries with the skills and insights needed to plan, deliver and monitor email campaigns that deliver results.

With a proven track record, we support you to optimise your communication and lead generation efforts with a tailored email marketing strategy that meets your business goals.

Key benefits of email marketing

Email marketing is a key tool in any modern marketing strategy, offering a range of compelling benefits for businesses.

It offers a low cost per acquisition, which means you can nurture and convert leads at a lower cost than other marketing methods, whilst delivering a high return on investment.

The targeted nature of email marketing ensures that you are engaged with the right audience, boosting the potential for meaningful interactions and conversions. We also use email marketing to deliver specific objectives such as boosting views on video content, driving website traffic or achieving other marketing goals.

CWA is an experienced email marketing agency in Leicester, with the skills, insights and technologies to maximise your campaigns.

CWA has a team of experts ready to deliver your email marketing strategy, help drive qualified leads and boost your business.

CWA has a team of experts ready to deliver your email marketing strategy, help drive qualified leads and boost your business.

Types of email campaigns we help with

There are a range of different email marketing campaigns, each with different objectives. We work with clients to build and develop strategies for each.

Lead nurturing

Lead nurturing in email marketing refers to the process of engaging and building relationships with potential customers at various stages of the sales funnel.

Our team works on targeted and relevant content to guide prospects through the customer journey, providing valuable information and addressing their needs at each step. We then use data analytics to understand customer behaviour, preferences and interactions, tailoring content and optimising design.

We continuously update strategy and content in line with data-driven insights to ensure the best possible results, helping to convert your leads into loyal customers.

Drip campaigns

Drip campaigns are a type of automated, lead nurturing email marketing where we send a series of pre-scheduled, targeted emails to a specific audience.

They play a crucial role in lead nurturing by delivering relevant and timely content to your prospects, building brand engagement and maintaining consistent communication. Our skilled team uses email automation software to streamline the process, as well as segmenting the audience based on behaviour or preferences, personalising content for a tailored experience, and strategically planning the frequency and timing of emails.

Drip campaigns provide relevant information in a series of follow-up emails, helping to build stronger connections with leads that increase the likelihood of conversion.

Promotional emails

An effective promotional email should include a compelling subject line, serving as the initial hook to grab attention and entice open rates, as well as brief yet informative content that delivers the promotional message with clarity.

Our team combines these elements with strong visuals and a concise CTA that guides recipients to take further steps, whether that’s making a purchase, visiting a website or participating in an offer.

We’re experts at seamlessly integrating these elements to ensure that promotional emails capture attention and motivate recipients to take action.

Newsletters

Newsletters provide a good means of engaging with target audiences, bringing tailored content that is clear, relevant and easy to read, whether on a laptop, phone or tablet.

It’s important to strike a balance between providing valuable content and promoting commercial action in email newsletter strategies. Our team advises on newsletter strategy and creation, ensuring all messaging is aligned with your audience.

Survey and feedback emails

Marketing emails can also provide a method of collecting customer feedback or opinion, benchmarking performance or creating news hooks for PR.

We use advanced software that tracks the open rate and click-through rate for survey and feedback emails, using all of our email marketing agency experience to test and optimise the effectiveness of the email copy.

Lead magnet campaigns

Lead magnet campaigns are designed to attract and capture potential customers by offering valuable and relevant incentives in return for contact details. The incentives are often downloadable content like e-books, whitepapers or exclusive access - serving as the ‘magnet’ to entice leads.

They help build an email subscriber list, establish a connection with prospects and can deliver more qualified leads to sales teams.

Lead nurturing in email marketing refers to the process of engaging and building relationships with potential customers at various stages of the sales funnel.

Our team works on targeted and relevant content to guide prospects through the customer journey, providing valuable information and addressing their needs at each step. We then use data analytics to understand customer behaviour, preferences and interactions, tailoring content and optimising design.

We continuously update strategy and content in line with data-driven insights to ensure the best possible results, helping to convert your leads into loyal customers.

Drip campaigns are a type of automated, lead nurturing email marketing where we send a series of pre-scheduled, targeted emails to a specific audience.

They play a crucial role in lead nurturing by delivering relevant and timely content to your prospects, building brand engagement and maintaining consistent communication. Our skilled team uses email automation software to streamline the process, as well as segmenting the audience based on behaviour or preferences, personalising content for a tailored experience, and strategically planning the frequency and timing of emails.

Drip campaigns provide relevant information in a series of follow-up emails, helping to build stronger connections with leads that increase the likelihood of conversion.

An effective promotional email should include a compelling subject line, serving as the initial hook to grab attention and entice open rates, as well as brief yet informative content that delivers the promotional message with clarity.

Our team combines these elements with strong visuals and a concise CTA that guides recipients to take further steps, whether that’s making a purchase, visiting a website or participating in an offer.

We’re experts at seamlessly integrating these elements to ensure that promotional emails capture attention and motivate recipients to take action.

Newsletters provide a good means of engaging with target audiences, bringing tailored content that is clear, relevant and easy to read, whether on a laptop, phone or tablet.

It’s important to strike a balance between providing valuable content and promoting commercial action in email newsletter strategies. Our team advises on newsletter strategy and creation, ensuring all messaging is aligned with your audience.

Marketing emails can also provide a method of collecting customer feedback or opinion, benchmarking performance or creating news hooks for PR.

We use advanced software that tracks the open rate and click-through rate for survey and feedback emails, using all of our email marketing agency experience to test and optimise the effectiveness of the email copy.

Lead magnet campaigns are designed to attract and capture potential customers by offering valuable and relevant incentives in return for contact details. The incentives are often downloadable content like e-books, whitepapers or exclusive access - serving as the ‘magnet’ to entice leads.

They help build an email subscriber list, establish a connection with prospects and can deliver more qualified leads to sales teams.

Our approach to email marketing

Looking for an email marketing agency that can support with end-to-end solutions? We’ve developed a structured approach to maximise the potential of email marketing, based on market insights and our own valuable experience.

01

Define objectives and target audience

First, we work with you to clearly define the objectives of the campaign and identify your target audience(s), taking time to understand the specific characteristics of each audience, as well as their activity and position in the sales funnel.

These insights give us the ability to tailor messages to the specific needs and interests of individual audiences. Our skilled team will then work to ensure that all activity aligns with your overarching business objectives to enhance its overall effectiveness.

02

Build a quality email list

One of the key elements of any email marketing campaign is to build a quality list of prospects, targets and customers. Our team uses email deliverability expertise and sophisticated email marketing platforms to maximise the effectiveness of your campaigns.

When done correctly, email marketing can deliver a high return on investment and powerful results, but only if you have the specialist expertise by your side to use sophisticated techniques that boost vast potential.

03

Segmentation and personalisation

In this stage, we focus on segmenting data and tailoring messages to nurture your prospects and guide them down the sales funnel.

Segmentation and personalisation are proven methods of increasing engagement, designed to boost empathy, trust and loyalty from recipients. We use customised lists and subscriber data to enhance the relevance and impact of your email campaigns.

04

Create compelling content

With the audience defined and platform in place, our specialist copywriting and content creation team can get to work on the creative content that will engage your recipients. From the subject line to concise body content, through to a compelling and authentic sign-off, each word is carefully developed with purpose and meaning.

05

Design engaging emails

In a crowded inbox, it’s important that your email looks good too. We have a team of skilled designers and UX specialists working to deliver engaging designs and layouts for your marketing emails. We take into account your brand style and your target audience personas to create engaging email templates that grab attention and nurture prospects.

06

Include strong calls-to-action

Guiding leads through the sales funnel relies on strong and effective calls-to-action (CTAs). Whether links, contact information, videos or another resource, our team is experienced in guiding the placement and language of CTAs to boost engagement and drive action.

07

Implement marketing automation

Marketing automation can increase results and remove manual processes from email campaigns, triggering new emails based on the actions and preferences of recipient lists. We’re experienced at setting up automated workflows for lead nurturing, based on the development of core customer groups using constant behavioural analysis and other data-driven insights.

08

Measuring and analysing performance

We track the performance of your email marketing campaigns using key metrics such as open rate, click-through rate and conversion rate. We also use advanced software to measure bounce rate, unsubscribes and email list growth over time to continuously track and evaluate campaign performance.

09

Test and iterate

Another key stage is the testing and iteration stage, making sure that your email campaigns are optimised to improve deliverability and overall success.

Our team are experts at implementing A/B testing, otherwise known as split testing, which compares two versions of an email header, body copy and/or CTA to see which performs best.

We pride ourselves on continuously refining strategies, based on thorough testing and analysis of success metrics, to make sure email campaigns are as effective as possible.

Our approach to email marketing

Looking for an email marketing agency that can support with end-to-end solutions? We’ve developed a structured approach to maximise the potential of email marketing, based on market insights and our own valuable experience.

First, we work with you to clearly define the objectives of the campaign and identify your target audience(s), taking time to understand the specific characteristics of each audience, as well as their activity and position in the sales funnel.

These insights give us the ability to tailor messages to the specific needs and interests of individual audiences. Our skilled team will then work to ensure that all activity aligns with your overarching business objectives to enhance its overall effectiveness.

One of the key elements of any email marketing campaign is to build a quality list of prospects, targets and customers. Our team uses email deliverability expertise and sophisticated email marketing platforms to maximise the effectiveness of your campaigns.

When done correctly, email marketing can deliver a high return on investment and powerful results, but only if you have the specialist expertise by your side to use sophisticated techniques that boost vast potential.

In this stage, we focus on segmenting data and tailoring messages to nurture your prospects and guide them down the sales funnel.

Segmentation and personalisation are proven methods of increasing engagement, designed to boost empathy, trust and loyalty from recipients. We use customised lists and subscriber data to enhance the relevance and impact of your email campaigns.

With the audience defined and platform in place, our specialist copywriting and content creation team can get to work on the creative content that will engage your recipients. From the subject line to concise body content, through to a compelling and authentic sign-off, each word is carefully developed with purpose and meaning.

In a crowded inbox, it’s important that your email looks good too. We have a team of skilled designers and UX specialists working to deliver engaging designs and layouts for your marketing emails. We take into account your brand style and your target audience personas to create engaging email templates that grab attention and nurture prospects.

Guiding leads through the sales funnel relies on strong and effective calls-to-action (CTAs). Whether links, contact information, videos or another resource, our team is experienced in guiding the placement and language of CTAs to boost engagement and drive action.

Marketing automation can increase results and remove manual processes from email campaigns, triggering new emails based on the actions and preferences of recipient lists. We’re experienced at setting up automated workflows for lead nurturing, based on the development of core customer groups using constant behavioural analysis and other data-driven insights.

We track the performance of your email marketing campaigns using key metrics such as open rate, click-through rate and conversion rate. We also use advanced software to measure bounce rate, unsubscribes and email list growth over time to continuously track and evaluate campaign performance.

Another key stage is the testing and iteration stage, making sure that your email campaigns are optimised to improve deliverability and overall success.

Our team are experts at implementing A/B testing, otherwise known as split testing, which compares two versions of an email header, body copy and/or CTA to see which performs best.

We pride ourselves on continuously refining strategies, based on thorough testing and analysis of success metrics, to make sure email campaigns are as effective as possible.

Get a no obligation discovery call

Get a no obligation discovery call

Speak to our team today to see how we can help you meet your marketing goals.

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See how we can work together to achieve results

Call 0116 232 7400 Email newprojects@cwa.co.uk

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