Connect with us

Direct & Email Marketing

From Bane To Boon: How To Turn Email Marketing To Your Advantage

Marketing tool renders 90% profitability, delivers significant financial return.

Grant Fleming




Email overload is a common issue plaguing individuals and businesses alike, as all too often important messages and genuine opportunities are lost in the daily deluge of an overflowing inbox. Irrelevant newsletters and unwanted promotional emails only exacerbate the problem.

In a digital age, where information overload has become the new normal, do email campaigns still work?

As the CEO of Leadify – a cloud-based, fully automated sales fulfilment platform which has performed over 150 million email and SMS transactions for clients in the last quarter alone – I’ve learnt that not only is conducting a successful marketing campaign via email worth the effort, it can offer significant advantages for customers and companies alike too.

Here’s how:

Related: 4 Revolutionary Behavioural Email Marketing Ideas

Email can be a win-win

When done right, not only do emails bring value to the end user, but they can simultaneously be turned into a powerful business tool. Our experience has shown that good targeting and clever exclusion handling has rendered over 90% profitability across the campaigns. For example, from 100 000 loan leads per month, a client generated around R30 million in consumer loans.

Consider an online etailer. It will regularly email relevant promotions to customers, based on their previous purchases on the site, along with a discount voucher if they make their purchase in a particular time frame. Both the etailer and the customer win – the former secures the favour of their customer and improves sales, while the latter is able to buy something they desire at a reduced price.

Additionally, by leveraging a user’s profile and their recent searches, email campaigns could offer them clothing or products, at a reduced rate, for items or services that they are currently seeking.

With some foresight, the value of targeted email campaigns could go further still. As digital assistants the likes of Siri, Alexa and Cortana becoming increasingly common, targeted email campaigns could become a rich source of data.

One’s digital assistant of choice would be able to automatically search an end user’s inbox for current promotions and alert them to ongoing offers, and even purchase the item in question, on their behalf, using just their voice.

Far from being a bane, email campaigns could then become an integral part of the future of shopping, with relevant information coming to users via their virtual personal assistants. This is provided, of course, that they remain subscribed to marketing campaigns so that this data can be mined in the first place.

Smarter targeting


For savvy marketing managers, the potential is just as far reaching. A targeted campaign that delivers 10 000 emails a month rather than 100 000, can receive the same percentage of responses, at a lower cost.

Leadify campaigns can also be tracked, and adjusted for, in real time allowing for course correcting while the campaign is running, rather than waiting for after the marketing budget has been spent for lessons to be learnt.

Related: 25 Keywords to Understand Email Marketing

More importantly, it gives those running the campaign agility – the ability to respond to and take advantages of business opportunities and customer queries – as they arise. As today’s customers expect instant gratification, failing which they move on to the next supplier, being able to respond more quickly ensures competitive advantage.

Respecting and protecting the recipient

For those using email as a means to engage hundreds of thousands of relevant recipients, it is essential that the right email reaches the appropriate person to ensure that it is not arbitrarily discarded.

Failing to do so can not only cost companies needlessly, it can also irritate and alienate their target audience. Worse yet, it could earn the brand sending the message some deserved animosity and potentially highlight how little they know about the recipient.

Sending an individual who has existing life cover an email for a funeral plan makes as little sense as trying to market specials on dresses to men.

Lazy targeting can also result in the recipient removing themselves from the database entirely, which averts any future sales from being secured and makes it almost impossible to get them back again.

Also, the rise of ransomware, distributed by email phishing attempts, which have risen by 267% in the past year, according to Malwarebytes Lab, is also a genuine concern. This need not obscure the value that targeted emails can bring, but it does make it more important for brands to build the trust of their customers, and offer demonstrable benefits on an ongoing basis.

Related: Top 10 Email Marketing Resources

This makes it even more critical that a campaign is handled by those who understand the complexity in delivering an email, securely.

Ultimately, email is a double edged sword. However, to whatever extent it may be considered a bane, so too can it be utilised to become a boon to businesses for whom attracting new customers remains a prime directive.


Grant Fleming has held senior management positions at leading tech, mobile and ecommerce companies. His current role is CEO of Leadify, an automated sales fulfilment channel that helps B2B and B2C brands and businesses turn internal IP into income. He drives the productisation and enhancement of this intelligent SMS and email platform allowing users to customise campaigns, control costs, performance and revenue and eliminate duplicates, overlaps, retargeting and bounce rates. Since launch in 2015, Leadify has processed over 1 billion marketing messages.


Direct & Email Marketing

Great Email Marketing Tools For Small Business

Different tools and platforms make it easier to create email marketing campaigns and this post presents amazing options every small business should consider.



Email Marketing Tools For Small Business

Estimates show that the number of email users will rise to 2.9 billion by 2019. In addition, about 60% of people choose email as the most preferred method of communication and to receive regular updates from businesses whose products and services they use. Contrary to the popular belief, email marketing is alive and well. In fact, it can do wonders for small businesses when implemented properly.

Different tools and platforms make it easier to create email marketing campaigns and this post presents amazing options every small business should consider.

Related: From Bane To Boon: How To Turn Email Marketing To Your Advantage

1Constant Contact

Constant Contact

Founded as Rowing Software in 1995, Constant Contact has become one of the largest email marketing services in the world. What makes this tool amazing is the ease of use, even beginners can start with Constant Contact and easily perform their tasks without stressing themselves out.

Constant Contact allows you to easily manage contacts, email lists, email templates, and so much more. With a built-in editor, users can customise the email template of their choice and personalize their campaigns.

The platform also involves automatic sending of the right message at the right time. For example, you can use Constant Contact to send welcome, birthday, and anniversary emails. One of the best features of this platform is the ability to track success in real time and identify your strengths and weaknesses.



AWeber is one of the most popular email marketing service providers in the world for a good reason – it offers a number of different tools you can use to turn your ideas into reality. This tool allows you to send email newsletters and choose from more than 700 templates that you can customise with drag and drop editor.

Besides sending emails to potential and current customers, you also have to manage subscribers. With AWeber, you can easily collect, track, and manage the subscribers list to optimise the entire campaign. What we appreciate the most about this platform is the ability to track how many people open emails, click on the links, visit your website, and so much more.

Related: 4 Revolutionary Behavioural Email Marketing Ideas



The primary idea behind ConvertKit is that there is no one size fits all approach to email marketing. Even though it’s extremely easy to use this platform, ConvertKit is powerful too. The platform was primarily created for bloggers, but its applications are numerous and now small business owners, course creators, YouTubers, podcasters, and many other individuals use this tool with a high success rate.

One of the best features of ConvertKit is the option to increase conversions with automated emails that feel personal. The platform has simple, but powerful automations that do all the tedious work while allowing you to focus on more demanding tasks and projects.



The success of email marketing campaign depends on tools you use. That being said, these tools don’t revolve around platforms for creating email templates or tracking success, you also have to provide high-quality content. In order to make sure recipients open their emails every time, you have to provide value and text without spelling and grammar errors or poor sentence structure. This is where Assignment Helper professional writing service steps in.

What makes this website so practical is that all files you receive are 100% unique and original and fast delivery. Plus, you can order different types of papers based on your needs and preferences. As a result, you’ll send high-quality emails to your current or potential customers.

Related: 4 Unique Marketing Ideas For SMEs On A Budget



GetReponse makes email marketing seem incredibly easy, which is why it is ideal for beginners. With the unlimited design possibilities, users can explore their creativity and experiment with different options until they find a perfect match for their needs. Just use an HTML code or drag and drop feature to make the edits and your job is done. You have more than 500 templates to customise and edit, which is amazing.

With this tool, you can use advanced segmentation features that allow you to create groups of similar contacts in order to send relevant and highly-targeted messages. This feature groups contacts based on geolocation, custom data, source, subscription date, and other parameters.

Email marketing stats

  • Email is the 3rd most influential source of information for the B2B audience. Only colleague recommendations and industry-specific thought leaders are more influential
  • 82% of B2B and B2C companies use email marketing
  • 73% of millennials identify email as the preferred means of business communication
  • More than 75% of email revenue is generated by triggered campaigns, rather than generic or one size fits all campaigns
  • People who buy products marketed through email spend 138% more than their counterparts who don’t receive email offers
  • Personalised email messages improve click throughs on a call-to-action by 14% and conversions by 10%.

Related: Beginners Guide To Digital Marketing In South Africa (PART 5)

Bottom line

Email marketing is a practical addition to every digital marketing strategy, especially for small businesses. This marketing method allows you to establish a better relationship with current or potential customers and promote your business without spending too much money. All you have to do is to invest in a practical tool that matches your needs and preferences.

Continue Reading

Direct & Email Marketing

Beginners Guide To Digital Marketing In South Africa (PART 5)

How to grow your business with e-mail marketing.




Welcome to Part 5 of our Beginner’s Guide to Digital Marketing in South Africa. In Part 4 we covered what social media marketing is all about. We also had an in-depth look at what you can do on the Facebook platform from an advertising point of view that can help you grow your business.

For those that haven’t yet read through the first four parts of our digital marketing guide, please find the different sections below:

Part 1: The 4 Pillars to Digital Marketing in South Africa

Part 2: Growing Your Business with Search Engine Optimisation

Part 3: Growing Your Business with Search Engine Marketing 

Part 4: Growing Your Business with Social Media Marketing

In this guide, I’m not only going to explain what e-mail marketing is all about but how you can go about utilising it to drive more traffic and sales as well.

A brief history of e-mail

E-mail (electronic mail) was, in fact, one of the very first digital marketing solutions around, and it’s much older than you think.

Back in 1971, Ray Thomlinson sent the very first networked e-mail while using the ‘@’ symbol. The main reason for the ‘@’ symbol was to connect the user’s name and the machine at which the mailbox was allocated.

Related: From Bane To Boon: How To Turn Email Marketing To Your Advantage

E-mails could only be sent to a computer, and the computer usually had multiple users; therefore, the ‘@’ symbol helped identify to which user the mail was addressed.

Modern e-mail only emerged around 1977 and was mainly used by government workers, military personnel, and universities.

In 1996, Hotmail was born, and it was one of the world’s first web-based mailing services.

E-mail in the modern day and age


I roughly covered some of the basics of e-mail marketing back in Part 1, however, here are some of its key features and benefits.

1Most popular way to engage

Even though some marketers might feel that e-mail marketing is in the jaws of death, it’s a fact that it’s still the number one way people communicate during business hours.

According to Return Path, over 2 billion e-mail messages were sent in the last 12 months.

In fact, according to the Radicate Group, there are over 4 billion e-mail accounts globally.

E-mail has been around for as long as 40 years, and most individuals today have an e-mail address, whether it’s for business or personal.

With that said, according to Monetate, e-mail marketing drives more conversions than any other form of marketing!

According to DMAA, e-mail marketing can result in a 3800% in ROI!

And, to be honest, I’ve seen this first hand.

By allowing your customers to opt for your e-mail list, you provide an opportunity to communicate with them again the next time you run a promotion or offer.

2Real time communication

One would think that most people prefer reading e-mails on a desktop, but Litmus concluded that as much as 54% of people open their e-mails on a mobile device.

That means that you can communicate with your audience in real time and you no longer have to wait for them to get back in front of their computers. Thanks to the technology behind smartphones, you can communicate with your customers on-the-go, with the push of a button.

Related: 4 Revolutionary Behavioural Email Marketing Ideas

3Easy way to stay in-touch with your audience

E-mails are a great way to keep your customers informed on what is happening in your business, whether it be a special, latest news, or new product launches, you can rest assured that customers actually want to receive e-mails from a company they know and trust.

According to McKinsey, an average order value coming from a customer on an e-mail list is three times higher than those coming from social media.

4E-mail marketing is affordable

On top of all this, e-mail marketing is affordable which makes it an attractive tool for small businesses. Unlike most marketing initiatives, e-mail marketing can be quite cheap and can cost as little as R0.20c a subscriber.

That means that if you have 10 000 customers in your database, communicating them to them as often as you want will cost your roughly R2000 per month.

5E-mail marketing is ideal for small business because it’s easy enough to implement

The technology around e-mail marketing today is extremely easy to comprehend and apply, which makes it the ideal tool for any small business.

With service providers like MailChimp, GetResponse, Constant Contact, and Emma, any business can set up a marketing campaign in minutes.

6Higher conversion rates with e-mail compared to social media

Believe it or not, but a recent research concluded that e-mail marketing could help you gain 40 times the customers than social media platforms like Twitter and Facebook.

The main reason for this is that 95% of customers who subscribe to company newsletters find their e-mails useful. That means that each person subscribing to your list has a higher chance of converting than most social media followers.

7E-mail marketing can be automated which can help free up time

I saved the best for last. One of the biggest reasons e-mail marketing holds massive potential is that it can be completely automated.

What does this mean exactly? Well, e-mail marketing automation is the streamlining and automation of multiple workflows and tasks to achieve a common goal. For example: Did a customer abandon his cart? No need to follow up with him manually, you can trigger an automated e-mail to remind him of it to try and win him back.

Want to explain to a customer how your products work?

You can simply send him an automated workflow describing all the different products over a period. You can set how many e-mails you want to send, and how frequently you want to send them, to better help the customer understand how your product can contribute to improving their lives.

Bottom line here is that e-mail marketing automation makes it easier to personally communicate with customers, making them feel valued, while you have more time to focus on the ‘heavy lifting’.

Related: Top 10 Email Marketing Resources

How to go about starting an e-mail marketing campaign

starting an e-mail marketing campaign

Step 1: Find an e-mail marketing service provider

First thing’s first. Before you can do anything, you will need an e-mail marketing service provider. There are numerous platforms out there, but in my opinion, some of the best are:

  1. MailChimp
  2. Emma
  3. Constant Contact
  4. Drip
  5. Infusion Soft.

I’m confident that one of these five will be able to cater for your needs, no matter the size of your business.

The main question you will need to ask yourself is; what is the main goal you are trying to achieve?

If you are seriously trying to automate your marketing efforts a platform like Drip or Infusion Soft will suffice.

If you are the kind of business that is just looking for a simple way to communicate to customers on a regular basis, then MailChimp is the better option.

Step 2: Get permission

Now that you have your e-mailing service all set up, the next thing you will have to do is build a database.

However, before you just randomly start adding people to your marketing list, you first have to gain their permission. You can’t just add people in your contacts to your company’s newsletter as people will have to opt-in and state that they want to receive communication from your business. The last thing you want is people reporting your e-mails as spam!

When asking a visitor to opt into your mailing list, make sure you answer some of the following questions to help them feel a bit more at ease.

  1. State the benefits of opting into your company’s newsletter.
  2. Ensure them that you are not planning on spamming them.
  3. Inform them on how often they will receive communication from you.
  4. Ensure the potential subscriber that their information will not be shared with third parties.

Answering these questions straight from the bat will not only help make the reader feel more comfortable about opting in, but it can also help gain their trust.

Related: Email Campaign Wisdom From South African Digital Marketing Sages

Step 3: Learn when to pitch

Most company’s want to bomb of special offers and discounts the moment they get people to opt-in to their e-mail list. In my opinion, that is not the best way to go about it, except if your visitor has solely subscribed to receive discount and specials.

Best practice would be to warm the customer up by sending them a follow-up e-mail thanking them for opting in. Use this opportunity to tell them more about your company and services before you ask them to commit to buying something.

Don’t get me wrong; there is nothing wrong with pitching often, but make sure you put yourself in the reader’s shoes. Ask yourself whether your constant e-mailing or pitching is consistent with the particular expectations you have set.

Now that you have some of the basics covered let’s look at a couple of ways you can grow your e-mail list.

Simple tips to grow your e-mail list

grow your e-mail list

Okay, so you are now convinced that e-mail marketing is the way to go, but where do you start, and how do you get people to opt-in for your e-mail list?

Well, you’re in luck, below are a few tips on how to convert people, fans, and website visitors, into e-mail subscribers.

1QR Codes

Do you use business cards? Well, the next time you are planning on printing a new batch make sure to include a QR code that takes people to your opt-in e-mail page.

Like we mentioned before, if you are the kind of company that offers value, people would want to hear from you, so make it easy for them to opt-in by adding your QR code on the back of your card. Alternatively, a QR code will work just fine in a magazine advert.

Looking for an easy way to convert a link into a QR code? Try QR Code Generator for free!

2Opt-In forms on your website

Having an opt-in form that is not too ‘spammy’ is one of the best ways to grow your e-mailing list in my opinion.

Some marketers prefer having their sign-up forms on the sidebar, while others feel it’s best to have it at the top or bottom of every page. None the less, it’s essential to experiment with different placements to ensure that you implement the best option without interrupting your user’s experience.

Related: Direct Marketing: Go Where Your Customers Are

3Ask social followers to Opt-In with a contest or giveaway

Now that you have learned some of the essentials of social media marketing in Part 4, make sure to reach out to your followers and entice them to opt-in for your newsletter.

By running a competition or giveaway, you will be exposing your website and social media page to many people, some of whom might be your ideal prospects.

I’ve managed to grow e-mail lists by approx. 200% after running a Facebook contest, and so can you.

4Be smart about it, use a leadbox

The last thing you want to do it chase people away with ‘spammy’ pop ups and opt-in e-mail boxes. Remember; treat a website visitor the way you would want to be treated.

So, what is a leadbox exactly? A leadbox is a pop-up window that appears when your visitor clicks on a designated link, like a button or image on your website.

Some companies have tripled the size of their e-mail list by using leadboxes and so can you.

The great thing about a leadbox is that you can add it anywhere you want on your website, and it works perfectly on mobile.

By implementing these tips, I’m confident that you will be able to ignite your subscriber growth.

How to spice up your e-mail marketing campaign


So, you have the correct service provider, you have systems in place to help you grow your subscriber list, and you are communicating with your audience once or twice a week. How do you now take things to the next level?


Segmentation is the practice of splitting up your e-mail list/readers so that you have more targeted groups.

Dividing your readers into different groups can help you personalise your marketing message, and it can help you send the most attractive message at the right time.

Right now, you are probably wondering why you will need to personalise your marketing message? With that said, here are some stats on how personalised and targeted e-mailing can help grow your business:

  • According to Aberdeen, a personalised e-mail can increase your click through rate by an average of 14%.
  • According to eConsultancy, 74% of marketers believe that targeted e-mails can help increase customer engagement.
  • According to Campaign Monitor, e-mails that are personalised are 26% more likely to be opened.
  • I saved the best for last. According to Experian, personalised e-mails deliver up to 6x higher transaction rates.

Do you now see how an enhanced targeted e-mailing campaign can take your business to a whole new level?

Related: 5 Strategic Ways Your Sales And Marketing Teams Need To Collaborate

2Design for mobile

Many companies still make the mistake of designing a newsletter for desktop, assuming that most e-mails get opened on a computer. If that is you, then have a look at these stats below:

  • According to Campaign Monitor, 53% of e-mails are opened on a mobile device.
  • 75% of Gmail’s 900 million users log into their e-mails via their mobile phones, according to TechCrunch.
  • It is a fact that one out of every three clicks within an e-mail occurs on a mobile phone.

In my opinion, an e-mail campaign should look similar to a Facebook newsfeed. It needs to be easy to read and click through while using your smartphone.

3Automate your e-mail marketing efforts

Imagine there was an easy way to follow up with customers, or a way to ensure that new customers receive a series of e-mails that explains how to use the specific product they have bought. Well, not only is there a way, but it’s also super easy to implement.

MailChimp for one allows automated workflows. That means that you can set up a series of e-mails, and schedule to trigger each time a customer has bought a specific product.

For example; if you are selling a piece of software, you can send all customers that bought product X, a series of e-mails explaining how to utilize the software to ensure they get the best bang for their buck, without lifting a finger.

Back in the day, you would have had to have kept a record of which e-mail you sent to whom, and you would have needed to log on daily to ensure each customer gets the correct e-mail.

The last thing you want to do is send a customer the same e-mail, or send him e-mail number three in the sequence when he hasn’t even received the first or second.

Today, all this is possible without having to break a sweat. Make sure to read up more on MailChimp’s automated workflows.

E-mail marketing, if used correctly, is one of the most powerful digital marketing tools around, despite its age.

If you are keen to start your first e-mail marketing campaign, then make sure to have a look at an e-mail marketing service provider like MailChimp or Drip.

The next thing you want to do is set up a few ways customers can opt-in to your e-mail list while making them feel like there is some form of value in it for them.

Remember; don’t spam your subscribers, and treat them the way you would want to be treated as a customer. It is all about gaining their trust by informing them about what they can expect as a subscriber.

Once you feel comfortable with your e-mail marketing, spice things up by splitting your e-mailing list up into segments while ensuring your marketing message is targeted and personalised.

Finally, make sure you design your e-mail for mobile and remember that e-mail automation can go a long way in growing your business.

Continue Reading

Direct & Email Marketing

Direct Marketing: Go Where Your Customers Are

An ever-increasing number of South Africans are spending their time on digital platforms or online, while time spent on TV, print and radio – the go-to channels for previous generations – is on the decline.

Grant Fleming




An ever-increasing number of South Africans are spending their time on digital platforms or online, while time spent on TV, print and radio – the go-to channels for previous generations – is on the decline.

This only makes direct marketing campaigns (e.g. SMS and email marketing) more worthwhile, as it becomes increasingly difficult for advertisers to reach audiences through traditional channels.

And it’s not just the rise of tech savvy, always connected millennials who account for changing customer behaviour, says Grant Fleming, CEO of Leadify. Digital has become the first stop for older generations as well, who are no less inclined to carry their smartphones with them at all times.

Related: POPI Proof Your Direct Marketing

In 2016, almost 70% of South Africans browsed the internet on their mobile phone, which means they’re most likely receiving emails on their phone too.

Online and on their devices

According to Forbes, mobile devices are generating an on-the-go consumerism, becoming shoppers’ most valued companion for researching products and then using electronic coupons at point of sale.

Digital marketing specialists, Mediavision, say that today’s consumers decide which communication methods they prefer. The onus is on brands to choose the channels that best suit the types of interaction they are seeking.

The best approach is to be direct and focused in all communications, and don’t make big promises that overhype your offer, or are dependent on impossible-to-meet terms and conditions. Your customers should feel that they received a real benefit by responding to your message, as this will make them more likely to respond positively again in future.

The value of customer data

The aim for brands should be on mining their customer insights to improve their relationships with customers, enhance their product and service offerings, and increase responsiveness.

For those running direct marketing campaigns, this means being able to respond to an expression of interest right away.

Related: Direct Marketing: Permission is Key

Getting direct marketing right

Much like TV advertisements don’t all hold the same appeal and effectiveness, not all direct marketing campaigns are created equal either. Going where the consumers are (online and on their mobile devices) is the first step.

Intelligently targeting the correct demographic, and reaching potential customers in the right way, is pivotal.

Knowing your intended audience for a particular offering – for example, whether they are male, female, old or young – largely determines whether a direct marketing campaign will succeed or fail. It also determines whether your marketing budget is being effectively used to generate new sales, or simply being wasted on the wrong audience.

Keep coming back

Direct marketing campaigns share one trait with their TV and print counterparts, in that they are not meant to be run as once offs. Rather, these campaigns should promote relevant offerings throughout the year.

The downside to the fact that consumers are now constantly on digital channels is that their attention span is shorter than ever and it has to be captured over and again. Therefore, direct marketing is most effective when it is viewed as an ongoing marketing tool, rather than a once-off initiative.

Continue Reading



Recent Posts

Follow Us

Sign-up for Daily Newsletters

* indicates required
We respect your privacy 


FREE E-BOOK: How to Build an Entrepreneurial Mindset

Sign up now for Entrepreneur's Daily Newsletters to Download​​