If you are wondering exactly why an e-shot campaign is so important then look no further than this fact: you are now 6x more likely to have someone click through to your website via email marketing than any other kind of advertising at your disposal.

As well as complementing the efforts of the marketing teams of large companies, email marketing campaigns provide an excellent, cost-effective marketing solution for SME freight companies that are aiming to increase their sales. The low costs of setting up an e-shot, coupled with the fact it takes far less effort for all involved and is substantially more environmentally friendly makes it a no-brainer for large and small companies alike.

There are so many reasons why getting your e-shot campaigns looking professional is vital. You only get one chance to make a first impression with potential customers and it is still just as important with existing customers and colleagues. Direct-to-consumer or direct business-to-business campaigns require time and effort that many in the freight forwarding business simply cannot afford to dedicate.

Whether it is developing telesales scripts or allowing time for a designer to create the mailing, typically through several lengthy revisions, e-shot campaigns are a must for any freight forwarder wanting to expand their services to a more diverse market.

Here are our six top tips to help you succeed when it comes to structuring e-mail marketing and making the most of a great method of promotion for you and your company…

1/ Images are just as important as text

When it comes to e-shots content is king. However, there is only one sure fire way you will be able to grab the attention of prospective clients and that’s by using thought provoking, exciting and colourful imagery, suitable to the type of consumer you are targeting through your E-Shot campaign. This will create so much more engagement through each email, and this engagement will lead to people clicking through to your services, and eventually, more revenue for you.

2/ A call to action

Sitting down and brain storming exactly what you want to achieve from your e-shot campaign is vital if you want it to thrive. Design a call to action and come up with research on your market competition, your marketing channel, concepts for all stake-holders to review, consider feedback, refine all your ideas and even develop digital ready artwork/assets. Follow these steps, monitor your progress once the campaign is set up and you will see great results for your hard work.

3/ Make sure it works well and looks great

One area in which many email campaigns fail is the functionality of the email itself. Making sure that your text, imagery or even video files are all in proportion, working correctly and compatible with different devices is extremely important. Taking the time to send a test email to yourself or a colleague to make sure you make your company look professional is a must.

4/ Engaging content leads to business

As with many different platforms on the Internet, getting your target audience to engage with your content will lead to people clicking through to your website or app. Researching your consumer market and making sure you are using key words and imagery will have people 1) opening your e-shot and 2) pursuing further involvement with both you and your company.

5/ Personalisation keeps customers coming back

One of the key factors in making an e-shot campaign successful is making it feel individual. There is nothing worse than receiving a mass email that appears to have no relevance to you. Those emails will be ignored or deleted. By using your existing contacts and personalising your emails with a name, or a picture relating to a company’s sector, you have a much better chance of engagement – today’s email marketing allows you to do this.

6/ Customer database

Once you have your email set and ready to go the advantage of having a database of relevant clients at your disposal opens up amazing avenues. Because you can segment your database of customers or users with email, you can send extremely targeted marketing campaigns that will result in increased sales conversions simply because they are relevant.