Email Marketing

Attention grabbing emails that use data and customer insights to deliver brand awareness, conversions and new leads.

What is Email Marketing?

Email marketing is the term used to describe the practice of sending out emails at scale and it is one of the most direct ways to speak to your target audience. Unlike other forms of digital marketing, which work by helping consumers to find your website, email marketing speaks directly to a captive audience.

The starting point of any email marketing campaign is data, whether it is a purchased list or your own carefully curated list from people who have signed up via your website. Using this data you can push communications out regarding promotions and product information. Used effectively it can be one of the most potent ways of generating leads and delivering enhanced sales.

Email Testing & Analytics

Once you have your data, the next step is to write copy and develop creative that will resonate with your audience and encourage them to take action. A/B testing is a great way of finding out which subject lines, images and content have most appeal to your customers and deliver the best results. As with all forms of digital marketing, tracking is key and by using automated marketing platforms you can be totally in tune with open rates, link clicks and conversions.


Volume Marketing - Email Marketing
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Why Is Email Marketing Important?

Email marketing is an essential part of a brand’s marketing toolkit. Not only does it drive sales from new and existing customers, but it is a great way to reinforce your brand and build trust with your audience. 

  • There are more than 3.0 billion email users
  • 99% of consumers check their email every day 
  • 73% of millennials prefer communications from business to be via email rather than SMS etc 

A one-size fits all marketing campaign won’t deliver results. Customers want personalised, tailored communications that tap into their wants, needs and preferences which means that these strategies need to be data-driven. Emails can be driven by data on the specific needs and interests of your audience depending on their demographics, pages they have visited, their behaviour, abandoned shopping carts, and more. 

Benefits of email marketing 

  • Increased sales and revenue 
  • Keeps audience engaged 
  • Deliver targeted messages 
  • Improved brand awareness 
  • Drives organic traffic to your website
  • Can be easily measured 



Email Marketing Manchester 

Enlisting the help of an email marketing agency is a great way to make the most out of your email marketing efforts and maximise your results and generate ROI. Gone are the days of text-only, boring emails, at Volume, we combine on-brand designs, personalisation and automation to elevate your email marketing campaigns to help drive traffic and revenue. If you are looking for an email marketing agency in Manchester, then get in touch today to find out how our team can help you achieve your objectives.


What is a good email open rate?

The email open rate refers to the percentage of people who have clicked on the email to open and read it. As with all marketing activity, it really does depend on your target audience and subject matter what the typical open rate will be. However, generally we quote a figure of between 10-25% as a good open rate. Different industries will have radically different figures, so it is worth doing some research into your particular industry so you have a benchmark to compare with.

What is an email click through rate?

Most emails are used to drive traffic through to make an enquiry or purchase on a website or other online platform. The click through rate refers to how many people have ‘clicked through’ on a hyperlink on the email and landed on your website.

What does unsubscribing mean?

In order to comply with best practice in email marketing, you must provide recipients with the option to unsubscribe. This means that they have opted out of receiving emails and no future email correspondence can be sent to them. Most email platforms have an automatic block on sending emails to people who have unsubscribed – so you don’t have to manage this process manually.

How do you stop people from unsubscribing?

You will always get people unsubscribing, so it is important not to get too fixated on stopping it completely. However, if you are getting a high volume of unsubscribes every time you send out an email, you know that something is wrong. The most likely reason is that you are sending out emails too frequently and/or that the emails are not seen as relevant by your target audience. Sending out content that is purely sales orientated is also likely to be a turn off to consumers, so it needs to be intermingled with tips, information and advice.

How can I get people to open my emails?

There are several factors that affect open rate but it largely depends on the subject line of the email. Given the volume of emails people receive every day, you probably have only 3 or 4 seconds to create an impact with an email title – so you need to make sure you make it count. Most email programmes will have A/B testing functionality for subject lines so that you can test different approaches and draw conclusions as to which works best for you.

When does email marketing work best?

Email marketing works best when it is aimed at an audience who have opted in to receive communications from you. If you have a good customer database and permission from these customers to send out marketing communications, you should see this as a real asset to your business. The results will be far better than mailing out to a list you have bought in. Investing time and effort to build a relationship with these customers, and grow your mailing list, will pay dividends in the long term, so it is important to nurture these contacts and not bombard them with irrelevant information.

Speak to us about:

  • Data Management

  • Data Segmentation

  • Automated Marketing

  • Email Content

  • Email Distribution