Email Marketing & Newsletters
Email marketing is so effective because it provides direct access to those who have already expressed an interest in your products and services. And with well over 90% of people checking their email daily, this is a channel that you simply cannot overlook.
What’s more, it’s a relatively inexpensive compared to other means of mass marketing, which leads to a very favourable ROI range when done well.
What it is: email marketing
Email marketing can take a number of different forms, but the most common are:
- Regular newsletters
- Welcome campaigns
- Promotional campaigns
- Seasonal campaigns
- Drip-fed campaigns
- Triggered emails
Why it's important: conversion rate
First, your email marketing is an opportunity to build a relationship with your customers, to build trust.
The longer term view of any business should be on hitting the sweet spot between commercial success and delivering customer benefits. Email marketing is perfect for this over time, as it strengthens the relationship you have with your customers.
Essentially, your email marketing campaign is a renewable opportunity to sell value to your customers.
How it works: the email marketing process
My engagement process is the same for whatever work I’m doing:
- Initial enquiry – the part I’m hoping you’ll do shortly where you fill in my contact form with as many details as you can.
- Clarification – I get back to you to answer questions and get missing pieces.
- Quotation – I send you what it’s going to cost.
- Proposal – If you agree, I send you a full agreement outlining exactly what I’ll do for you, when, and how much I’ll charge.
- Brief – I pick up the finer details of the project to make sure the process is as smooth as possible.
This process generally doesn’t take too long, around an hour of commitment from your end in total, including all five steps. Once this has been agreed, I can get to work on the creative process:
- Research – I conduct the necessary research required on the company/market/audience/competitors.
- Writing – I work on the first email(s) that set the tone for the campaign.
- First draft – I submit these for your feedback in good time.
- Revision(s) – If there are any elements that you feel are unsuitable, I will revise these up to three times.
- Final draft – I submit my final draft of the emails alongside my final invoice, within budget and on time, every time.
- Ongoing work – We agree a schedule of submission and feedback that is manageable and adequate.
How much it costs: email marketing pricing
As with all writing jobs, pricing for email marketing can vary depending on a number of factors, such as:
- The number and length of emails
- The complexity of what the emails should cover
- How long it’ll take me in hours or days
- When it’s needed by
It’s for this reason that I always propose a project-based quote to ensure a fair deal for both of us. That said, the following can be used as a guide.
- £30 hourly rate
- £225 daily rate
- £100 for an 400-600 word email that doesn’t require extensive research
- £400 for a medium length email campaign with 5-7 emails that requires some research
- £150 per week/month for a 800-1200 word newsletter requiring some research
For a reference guide, the average UK copywriter charged £349 per day in 2019, and that’s without background in finance or often even a professional copywriting qualification or marketing degree.
What is included: why it's worth it
Included within the price is the following:
- Full 10/11-step process listed above, contracts drawn up, phone calls/emails and all back and forth
- Topics provided for emails (depending on type of campaign)
- Three subject lines for each email
- Relevant competitor/market research
- My unique experience working within financial services including IFA qualification
- My copywriting diploma from CMP, the gold standard for copywriting
- Experience from studying marketing at degree level
- Five years of business writing experience both within finance and as a freelancer
- Professional indemnity insurance