Email marketing is more important than ever…

Did you know that Facebook's organic reach for business pages is lower than 2%? And Instagram, Twitter, and TikTok are following suit. There's no way around it. If you want exposure on these platforms, you will have to pay to play. In contrast - compare this to direct email marketing, where the open rates can be as high as 50%! And to take it a step further, email marketing has an average ROI of $36 made for every $1 spent. And properly segmenting your campaigns can increase your email revenue by 760%!😱

It’s true. When it comes to building relationships with your customers and driving revenue - nothing can hold a candle to email marketing. But to get a jaw-dropping return from your emails, you need to do it right. You need to draft a winning strategy, segment your audience correctly, write mouth-watering copy, create stunning designs, and send each email at the perfect moment.

Which is exactly what we do best.

Direct email marketing services from First Page Hong Kong

To win at email marketing, you have to send the right message, to the right customer, at the right time. But actually achieving this is not as simple as it sounds. You need to learn the software, build a next-level funnel, and automate your email sequences in a deeply personalized and segmented way. Here at First Page, we have over 10 years of experience growing businesses like yours with direct email marketing.

It doesn't matter if you are an eCommerce business looking to ramp up sales or if you are a B2B company looking to triple your conversion rates - we do it all! Our years of experience across multiple industries has given us insights into email marketing that none of our competitors can compete with. We offer sniper-like personalization, data-backed segmentation, and mouth-watering copywriting - all of which achieve jaw-dropping sales.

Click the button below to speak with a First Page Digital Strategist so we can take your email marketing to the next stratosphere.

Why is email marketing important?

#1 - How effective is direct email marketing?
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Email marketing is, without a doubt, one of the most effective forms of digital marketing. This is for two reasons - high engagement and the ability to drive sales. Engagement rates are some of the highest you can achieve online - in fact, we've seen open rates of over 50%! As for sales, you can see up to a 30x return on your investment.

But, like any other form of digital marketing, email marketing is only as effective as the person who is running the campaign. To achieve high open rates and game-changing increases in revenue, you need an experienced team to take the helms of your email campaigns. This means a team of digital strategists, copywriters, and graphic designers, all of which come together to create a campaign that truly raises the bar.

#2 - How much does email marketing cost?
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This depends on what you are trying to achieve. If you have a super small email list (usually under 1000 people) and you are on an extremely tight budget, then you can do email marketing yourself for free! Email marketing tools such as MailChimp, SendInBlue, MailerLite, and more offer free subscriptions for small businesses that don't have huge lists. Granted, it's important to keep in mind that the features offered under free plans are extremely limited.

If you have a larger budget and are serious about doubling your revenue with a professional email campaign, then you will need to work with an experienced agency. Prices for each agency will vary, but as a general rule of thumb, you can expect to pay anywhere from HKD $5,000 per month.

#3 - When to use email marketing as part of your digital marketing?
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Immediately! Email marketing isn't an option for businesses anymore - it's mandatory. In fact, we believe that you should look at your email list as the foundation of your business. Your email subscribers are the leads and customers who have shown the most interest in your brand, and because of that, they should be nurtured weekly.

When it comes to the frequency of sending emails - this varies. New leads are coming in hot, which means it's usually best to set up an automated sequence with 4-5 quick emails so you can quickly bring them down your funnel and increase the likelihood of a sale. For older leads, it depends on your niche, but it's usually best to send one email a week or two emails per month. Make sure that your emails aren't just about sales - you want to provide real value so you can build trust facilitate thought leadership with them.

#4 - Can you automate direct email marketing?
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Automation is easily the most important part of direct email marketing. You need to have automated email sequences that are set up and are ready to ignite the moment you generate a new lead. Running a sequence like this manually is a nightmare to execute and even harder to keep track of. In contrast, automation allows you to grow your list and nurture your leads effortlessly - even while you sleep!

But it’s also important to understand this - while you can automate your email marketing campaigns, this is only a portion of the battle. The real work is managing and optimizing your campaign. This means letting the automation run, analyzing data, looking for ways to improve, creating hypotheses, and running A/B tests to improve open/click/conversion rates across your funnel. It's a lot of work, but it will completely explode your businesses' growth if executed correctly.

#5 - Can you do email marketing yourself?
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Absolutely! If you are a small business, you can definitely start doing email marketing yourself - for very little money. There are lots of email software options out there that offer free plans, have decent features, and provide a great user experience. If you have a bit higher of a budget and you have a smaller list, you can use more sophisticated software and pay as little as HKD $300 - HKD $500 per month.

But it’s important to remember that while you can run the campaigns yourself, doing so can be a BIG learning curve. Email marketing software can take time to learn - especially when it comes time for you to analyze the data. For this reason, most businesses that have a bit of a budget prefer to work with an experienced agency like First Page. We handle everything ourselves and use our years of proprietary data to create a campaign that will immediately impact your bottom line.

#6 - Should you outsource your email marketing to a freelancer?
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Hiring a freelancer to handle your direct email marketing has a unique set of pros and cons. Often freelancers can be cheaper than agencies, and many freelancers are quite experienced at their craft. Many businesses also like the flexibility that a freelancer can provide.

But on the flip side - there’s a lot of risk with email freelancers. First off, freelancers are a one-person team, which means they cannot handle a large workload. This means that they are likely to accept more work than they can handle, therefore compromising the quality of work they can do for your campaign. Freelancers also may come and go, which is far from ideal for an email marketing campaign that requires consistent oversight. If you choose to work with an agency, you’ll get an entire team of specialists who are relentlessly executing and optimizing your email campaign.

#7 - Why isn’t my email marketing working?
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While email marketing can revolutionize your business, it can only do so if it is executed correctly. Here are some questions to consider. Is the person who is running your campaign an experienced professional? Are they writing truly magnetic copy that inspires action? Are they trying to sell too much without providing enough value? Are your lead forms correctly connected? Does your email sequence bring customers down your funnel? Are you running A/B tests to see what headlines work best?

But above all - are you segmenting your audience correctly? Remember, to get a jaw-dropping ROI from your email campaigns; you need to send the right message to the right person at the right time. To do this, your audience needs to be segmented in a way that maximizes the personalization of their email experience. Anything less, and you are leaving a ton of money on the table.

#8 - How to choose an email marketing agency?
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Choosing the right email marketing agency might seem challenging, so we are here to make it easy for you. First of all - does the agency actually offer email services? Be sure that they have a dedicated landing page with tons of valuable information. From there, you will want to check the reviews of the agency - preferably from a 3rd party website like Google. For example, here at First Page, we have a perfect 5-star rating on Google from over 150 exhilarated clients.

Finally, you will want to call the agency and ask them a few questions. How much experience do they have with email marketing? What is their preferred email marketing software, and why? What sort of results have they been able to generate from email marketing? Does the agency take the time to understand your business model and implement your KPIs as their own? The answers to these questions will give you a much better idea if they are the agency for you.

What is email marketing?

#1 - What is an email marketing campaign?
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An email marketing campaign is an umbrella term that can refer to any email you send to the people on your email list. This can refer to a single one-off email (sometimes called a 'broadcast'), or it can refer to a sophisticated sequence of automated emails designed to bring leads further down your funnel.

Email marketing campaigns achieve the best results when they combine the two. You need to have an automated sequence in place to bring your leads down your funnel, but you also need one-off broadcasts to nurture older leads and develop a relationship with them. Executing a multi-faceted campaign like this requires a lot of skill and flawless execution. But by doing this, you will be able to properly segment your leads and watch your engagement rates and conversions go through the roof.

#2 - What types of email marketing are there?
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There are lots of different options when it comes to your email marketing campaign, and the decision that you make will depend on several factors, such as your goals, your industry, and your budget. For example, a new eCommerce company on a smaller budget will require a completely different strategy than a B2B lead-generation machine with a larger budget.

Ultimately there are endless possibilities for your email marketing - and the more sophisticated your strategy, the better results you will see. If you want a truly next-level campaign, then you will need different types of sequences set up for different types of leads. This will enable you to have deeply personalized funnels, which exponentially increases the likelihood of engagement and sales.

#3 - Which email marketing tools to use?
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There are hundreds of email marketing tools out there - so many that it can be overwhelming to know which one to pick! Here at First Page, we have experience with many of them, but we prefer to use Hubspot and ActiveCampaign. These are the most robust email marketing tools on the market, and also boast a series of features beyond email marketing. Hubspot and ActiveCampaign can help with SEO, content marketing, client relationships, customer service, and more, and it can be used in different types of industries (B2B, eCommerce, etc.).

Having said that, there are some other popular options out there. Convertkit is commonly used by smaller businesses, creators, influencers, and bloggers. Klaviyo has exploded in popularity recently and is the go-to choice for many eCommerce businesses. MailChimp is probably the most popular option as it offers a robust free plan and can serve a variety of different business needs.

#4 - What are good metrics for email marketing?
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When it comes to metrics for email marketing, a few are extremely important. First, start with your open rates. This is the most important metric because it's the first step in the email process - after all if no one is opening your emails, what is the point? Average open rates vary depending on the industry, but it's typically considered that an open rate of 20% or higher is fairly good, and anything above 40% is exceptional.

From there, you will want to analyze your goals for each email and reverse engineer. For instance, if you are sending an email sharing a new blog post, then your key metric will be your click rate (aka, how many people actually clicked on the post). But the biggest metric to keep track of is your return on investment. Deciphering your ROI requires extensive tracking and optimizing and is usually best understood and handled by an experienced agency.

#5 - How can I get email addresses for email marketing for free?
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The only way to get email addresses for free is by offering value in exchange for an email address - a strategy that is greatly complimented by content marketing. For example, let's say you published an EPIC blog post, e-book, or whitepaper and in that, you offered a free checklist to anyone who subscribed to your email list. If what you published gives your customers immense value, then there is a great chance that they will sign up. This is sometimes referred to as a 'lead magnet'.

Ultimately, getting email subscribers comes down to converting your current traffic. Be sure your site has plenty of locations where users can enter their email information, and be sure to include interesting calls to action to increase the likelihood of them signing up. Another great tactic to get free email subscribers is to offer a discount on your products or services for signing up to your list.

#6 - What is the average open rate for email marketing?
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Average email open rates vary depending on many circumstances - the most important being which industry you are in. For example, businesses in the hobby niche get much better open rates (27% average) than businesses that are in the e-coupon niche (15% average). Furthermore, businesses in the gambling niche get much better click through rates (3.6% average) than businesses in real estate (1.7% average). It all depends on your niche!

Having said that, 20% is often seen as the benchmark email opening rate. If you are getting less than a 20% open rate, then it might be a sign that your emails aren't providing enough value to your customers or that your headlines aren't captivating enough. If you are getting over 40%, then it means that you have a highly engaged list, which is an excellent position to be in!

#7 - What are the best email marketing services?
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The best email marketing services are the ones that know how to drive real results. This means improving engagement (which helps build relationships) and increasing sales (which helps the businesses’ bottom line). To achieve this, the email marketing service provider needs to create customized funnels that are deeply personalized. When this is done correctly, it greatly increases the likelihood of engagement, as well as sales.

Make sure that your email marketing services are thorough and transparent. You will want clear, easy-to-understand data which properly showcases the performance of your email marketing campaign. It's also crucial that your services have specialists for each part of the process. This means digital strategists, tech specialists, experienced copywriters, and professional graphic designers.

#8 - How often should I send emails when using email marketing?
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Again, there is no concrete answer to this question. It really depends on your business, your list, your niche, and the types of things that you can actually offer your email list. One thing is for sure - do NOT be too aggressive with your emails. Sure, it's OK to send new leads a sequence of 4-7 emails over the course of a week or two. But after that, lay your foot off the gas otherwise, it will result in high unsubscribe rates and irreparable damage to your brand.

It’s often seen as a good rule of thumb to send your list one to two emails per week. This quantity will allow you to stay engaged with them, but in a way that is not overly aggressive. Also, do not just spam your list with sales emails - you need to provide value! Send them links to informative blog posts, give them advice to help with their pain points - anything to build a relationship.

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