E-mail Marketing Agency London (UK)

Get the most out of your e-mail lists


Email Marketing Agency UK (London)

Novicell has more than 21 years of experience within digital marketing & software development, and has their own email marketing agency with experts in-house. Our email marketing agency has several bigger clients. Our experts are attending to several seminars and taking several email marketing courses to ensure that Novicell's email marketing agency can stay competitive in a competitive market. 

The amount of information available increases continuously and the requirement to target messages and make them relevant is greater than ever before. Companies must, therefore, gather knowledge about the customers and utilise it intelligently so that every customer gets the most valuable messages - and which has the biggest effect.

Over the years, Novicell email marketing agency has found that dialogue marketing is an effective way of marketing. In fact, newsletters are often the best converting source. We have in-house email marketing experts who are readily available to help you make the most of your subscribers.

Get the most out of your newsletter

A newsletter can be used differently depending on the purpose. Therefore, it is important to receive the newsletter as part of a larger flow and the overall marketing strategy: When can the newsletter be a relevant point of contact in the customer journey? What should the newsletter contribute to the other online channels?

Our experts can advise on how to utilise your newsletter to convert potential customers into a sale or maintain communication.

Boost your efforts with E-mail using Marketing Automation.

Newsletters can be automated using automation software where content is automatically targeted to customers based on their behaviours.

Automation also releases resources for other work, but it requires attention to control the processes. We can help you get the right setup.

Abandoned basket

If you have an online shop, you should try an abandoned basket, also called cart abandonment. This tends to almost always result in high conversion rates.

Here you can follow potential customers who have placed items in your shop's basket but leave before reaching the checkout. A classic example of this setup is a friendly e-mail with a message like "We can see that you left your basket". The abandoned basket is primarily relevant to online shops, but can also be transferred to other types of sites where a user goes through a process of ordering, making a query, etc.

Find relevant permissions

Dialogue Marketing requires that some form of communication. It is about finding and reaching those who may be interested in your business.

Consider permission collection in all parts of the communication, in connection with web shop purchases and other conversions. Here it is essential that you get the contacts in a flow and create a "plan" for them: What should happen after you collect a new permission? Is this dependent on where and when it has been collected? And what is the ultimate goal?

With dialogue marketing it is important to segment and maintain existing permissions so that you create good, loyal customers who find your newsletter relevant and that will speak well about your business.

Step-by-step email marketing at Novicell's email marketing agency

In the following, a step by step process of how our email marketing agency will look into email marketing is made.

Step 1: Choose email provider

The first step in making awesome email marketing is to select your email provider. Talk with colleagues and try out different providers to find the one you find most user-friendly. Some of the most famous providers is:

Step 2: Build a healthy email list

Clean it up

The second step is to build up a healthy email list. If you already have an email list we will recommend you not to write these contacts off, but instead clean these emails up removing expired information and improving existing information.

Make people sign-up

Next step is to get people to signup to your email list. Some ways could be to:

  • Place a simple newsletter signup form on every relevant page of your website.
  • Adding a link in your email to remind recipients of your one-off emails to opt-in.
  • Add an opt-in field to your inquiry forms.
  • Add an opt-in link in surveys that you send out.
  • Lead magnets (eBooks, seminars, free quote or consultation, quiz or coupons).

Keep your contacts organized

Segmentation your email list is proven to increase your email open rates, boost your click rates and decrease your unsubscribe rates.

If you segment your subscribers you will be able to send really powerful emails which can help you increase your leads and sales.

There are many ways to segment your subscribers – here are a few:

  • New subscribers – e.g. send a welcome mail.
  • Preferences – subscribers that have a preference in a specific topic. You might use the lead source to find out.
  • Location – e.g. subscribers who live in a specific area.
  • Open rate – reward your more engaged customers with a special offer.
  • Shopping cart abandonment – remind subscribers who put items in their cart that they have not checked out.

Determine the purpose

When sending out an email make sure that the email always has a purpose. Here are some of the most common campaign objectives that you can consider:

  • Qualify Leads
  • Promote a specific product/service
  • Drive traffic to a new page

Step 3: Writing the email

The 2 W’s – Who & What

Every email that you send out should tell the subscriber immediately who it is from and what it is about. You should include your company name on the label, and the description should clearly state what the subscriber will gain from reading this email. It should be short, descriptive & catching.

Links & Call To Action (CTA)

When the subscriber know who the email is from and what it is about they can take action and start reading the email.

To make your reader act on your email it should include links & call to action bottoms that send the reader to the desired web page. The links can help the reader access more information, which can increase the experience for the user. However, the call to action bottoms is the most important thing when reading the email since they should tell them exactly what action to take.

Make sure that your CTA bottoms have a great visual design, are visible and has a clear benefit for the reader.

Do not overdo the design

The more simple the design is the better. Companies have found the following steps to be effective:

  • More text than images (80% text - 20% images).
  • Include one primary call-to-action bottom.
  • Use design to focus on the most important elements in the email

Focus on the subject line

When it comes to open rates and email marketing the subject line is very important. If your subject line is not catchy enough it will never get read. Here are some tips to create an awesome subject line:

  • Entice curiosity.
  • Insert numbers – numbers draw the eyes.
  • Speak in a language that the subscriber uses themselves.
  • Make it memorable.


When you have been writing awesome content that people can engage with you should always make sure to proofread the email before sending it out. When you are sending an email out to many potential customers you should always make sure that everything is as perfect as possible. A good idea is to get a second set of eyes on your email copy.

Step 4: Improving your email open rates

Now you have been written an awesome email copy you should go through these steps to optimise your email.

Avoid spam filters

Make sure that you email is not falling into spam folders. What does it matter to write an awesome email if it never gets read by the subscriber because the email ends in his or her spam filter.

In the following some of the best practices to keep your email from falling into spam folders are discussed:

  • Make sure that all recipients have actually opted-in to receiving an email.
  • Send your email campaign from a secure IP address.
  • Send through verified domains.
  • Keep your email template code clean.
  • Personalise the emails with “to”.
  • Avoid the excessive use of “salesy” language.
  • Include your location.

Perfect your timing

The timing of when you send out your emails can have a huge impact on the open rate. You need to do A/B split-tests to identify which day on the week and at what time of the day your emails are performing best for your subscribers.

MailChimp did a study where they found that the best time of the week to send email is on weekdays versus weekends.

They also found that the optimal time on the day to send out an email is at 10 AM in the subscribers own time zone.

The study was made from a general perspective, and we recommend that you always imagine a day in the life of your subscriber. What are they doing in the morning, afternoon and evening? These questions will help you found at what time of the day would be best for them to open an email.

Write to just one person

It is natural to think of the crowd receiving your email, however, you should try to make the email that you are writing as personal as possible. It is much more effective writing as if you are speaking to an individual person instead of a crowd, with a personal subject line and a personalised message.

In order to achieve this, you should know your subscriber, their problems, values and how to solve these.

Write amazing content

The actual content has a high effect on whether people are closing the mail again or if they actually are clicking on the CTA bottom to the desired web page you want them to end on.

Furthermore, your content also affects your open rates. If a subscriber is happy with your content they are more likely to open your emails in the future.

We recommend that you link to incredibly valuable resources such as free eBooks, seminars or coupons. Make sure that you not just sending emails, and that every email that you are sending actually creates value for the subscriber.

Inject some humour

Humour is a good way to connect with people. Humour is personal and it is entertaining. You can also insert funny animated GIFs into your emails or funny videos.

Optimise for mobile

48% of emails are now opened on a mobile device to make sure that your email looks awesome on all devices make a responsive email template.

To keep email in mind we recommend that you:

  • Keep formatting simple (single-column), under 600px wide.
  • Use a larger font – small fonts are harder to read on a mobile device.
  • Do not assume that images are being displayed – Android does turn off their images by default.
  • Use a larger CTA bottom – larger bottom are easier to tap with the thumb
  • Do not place links besides or on top of each other – in that way you make sure that users do not tap the wrong one.

Step 5: Test & refine

There are several things that you can test in relation to your email. The best way to find out what works best is by making an A/B split-test. We recommend that you test on the following elements:

  • Subject lines
  • Style, tone & context
  • Font sizes & colours
  • Call to action bottoms

Step 6: Compile analytics and use them

Before sending out any email campaigns we recommend that you set up tracking. The tracking will make you able to evaluate the effectiveness of the email campaign.

We recommend that you set up goals in Google Analytics and perhaps also make a dashboard that Google Analytics also provide for free. We recommend that you track on:

  • Deliverability – shows how many actually received your email.
  • Open rate – how many actually opened/saw your email.
  • Click-through-rate – shows how many actually clicked on links/call to actions in your email.
  • Conversion-rate – how many actually converted to leads/sales from your email.
  • Unsubscribe – How many of your subscribers are unsubscribing due to your email

Need help to create an effective newsletter strategy?

I will be happy to have a meeting with you