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Act! eMarketing

Why eMail Marketing | Consultation Services | Principles of Email Marketing | Act! emarketing ‘How To’


Act! eMarketing is a dynamic email marketing tool that is integrated within the Act! CRM system.

The Act! eMarketing tool incorporates interactive response tracking (open and click-through statistics), opt-out supression (to ensure you comply with legal regulations), spam filter control to boost deliverability and comprehensive reporting that feeds back into your Act! database.

Act! eMarketing enables you to upload and design your own email templates as well as adapt built-in graphical html email templates. This means you can produce professional communications in-house, without the need for external expertise.

At Solutions for Accounting, we’re Act! emarketing experts. We have a detailed understanding of how the technology platform works, and we can also offer support and guidance on email marketing ‘best practices’ to help you make emarketing really effective in your business.

Why email marketing?

The advantages of email marketing are many. They include the ability to distribute targeted information to a wide range of specific, potential customers at a relatively low cost. Compared to other media investments such as direct mail or printed newsletters, email marketing is much less expensive and an exact return on investment can be tracked.

The most exciting aspect of email marketing however, is that it enables you to build valuable trust relationships with your clients and target contacts. By making communications interactive, you can place the customer at the heart of your business and reveal opportunities to harvest greater revenues both directly and indirectly as a result of this enhanced relationship.

Solutions for Accounting training in email marketing best practice covers all aspects of planning, designing, running and measuring an email marketing campaign and also introduces low cost tools and methods to help get you started. Delegates will leave the workshop with an action plan that allows them to deliver their first campaign.

A typical email marketing training assignment includes:

Using the right data: How to acquire/source the best email addresses to target.
How to build good ‘creative’: How to structure the email message for maximum positive impact.
Calls to action: How to create a clear, concise ‘call to action’ that invokes a response.
Creating powerful templates: Using the Act! emarketing template editor to build impactful email creative (it’s a lot easier than you think).
Landing pages: The importance of landing pages on your website.
How to measure performance: Email open rates, opt-outs, clickable-links – what does it all mean.
Get the timing right: Learn how to establish the best time for broadcast.
Email marketing and the law: How to comply with anti-spam laws and protect your integrity.

Act! eMarketing from Solutions fro Accounting

Consultation Services |

A key part of our delivery at Solutions is empowerment rather than offering an outsourced service.

Although practical activity may be undertaken by third parties, our approach is based upon the notion that our clients are in a better position to recognise opportunities, understand customer habits and capitalise on competitive advantage than any outsourced partner.

Consequently, we aim to provide clients with the skills and tools to take ownership of their own online marketing activities and drive profitability.

Our onsite consultation services cover 4 areas; Strategy, Implementation, Training and Review…

Phase 1 – StrategyAct! eMarketing

The initial phase of engagement is always strategy discussion. We begin by working with our client to develop a strategy which will become the cornerstone of the email marketing campaign. It is critical for all parties involved to articulate the objectives of email marketing within the business and to constantly monitor progress.

Together we will:

  • Set specific milestones and goals

  • Determine an appropriate schedule of delivery and style of approach

  • Establish a means of performance measurement

  • Select tools and technologies best placed to support the ambitions of the project

  • Understand what data is available and how it may best be organised, segmented and prepared

  • Acknowledge the legal requirements for email marketing and plan to ensure compliance

Phase 2 – Implementation

Having selected the appropriate tools, install & configure necessary elements. These may include:

  • Email Marketing Tool

  • Template design tool (html editor)

  • Anti-Spam checking technology

Phase 3 – Training

We will work through a series of areas that will impact directly upon the success of email marketing campaigns. Understanding of these key principles will ensure that our client is able to maximise the probability of success, driving maximum value from campaigns. Focus areas will include:

  • Methods of testing to ensure consistent rendering and deliverability

  • Segmentation methods to enable delivery of targeted content

  • Personalisation methods to ensure early adoption

  • Email design and layout best practices (also including subject lines, ‘from’ lines etc)

  • Integration with other marketing channels

  • Measurement tools and techniques

  • The use of advanced automation (drip marketing etc.)

  • List building techniques

  • Data cleansing

  • Social networking (Web 2.0) integration

  • Recognising viral email marketing opportunities

  • Understanding email marketing reporting tools and what to learn from the data

  • Understanding deliverability issues and how to avoid spam filter traps

  • Legal framework – an overview of the key legal principles that affect email marketers

Phase 4 – Review

Once the initial three phases have been delivered, we offer a consultative review contract on an annual basis that provides the following ongoing support for your email marketing campaigns:

  • Three on-site meetings a year to evaluate performance, introduce new concepts and technologies, advise on campaign enhancements and set new targets for performance improvement.

  • Phone email and on-line consultative support. During the contract term, BluebirdCRM will be available to offer advice and guidance to support the client in maximising the effectiveness of campaigns. This may include review of templates prior to broadcast, comment on analysis and suggestions for improvement

Ten Principles of Email Marketing |

As well as providing practical skills and tools that will empower delegates to begin running effective marketing campaigns straight away, our on-site training the workshops provide an in-depth appreciation of the key components that will determine whether a campaign meets its objectives or not. We refer to there components as our ‘Ten Principles of Email Marketing’

1. Permission is Paramount

CTR (Click Through Rates) from email targets who actively express consent are proven to be considerably higher than those who merely ‘imply’ consent.

Workshop Covers:

  • “expressed” versus “implied” consent and tools to improve Click-Through Rates (CTR) with expressed consent.

  • Permission – UK Law, B2B and B2C emails, permission based targeting

  • Building Opt-In Lists using website signup & online surveys, advantages/disadvantages of data lists.

2. Make Quality a Priority

If you can build a ‘trust relationship’ with your email targets by delivering quality messages that are concise and clear response rates will rise.

Workshop Covers:

  • Managing unsubscribe requests effectively, using a double Opt-In process, Following The Companies Regulations 2006.

  • Timing when to broadcast in terms of providing a quality service, tools to help achieve this.

3. Cleanse your Database Regularly

Email address churn is around 20-30% per annum. This means that if you do nothing to cleanse your data, over half your addresses could fail in 2 years.

Workshop Covers:

  • Keeping bounce rates low by checking and cleansing data.

  • Software available to verify email addresses

4. Test, Test and Test Again

Different email clients will render you email ‘creative’ in different ways; various spam filters may block your broadcast. Check first to ensure deliverability.

Workshop Covers:

  • Checking email rendering in multiple email clients

  • Testing for maximum open and click-through rates, understanding you target audience behaviour

  • Reviewing results

5. Segment Lists for Better Results

Generic emails to wide audiences have a much lower impact than targeted content aimed at specific market sectors. Deliver relevant and targeted copy.

Workshop Covers:

  • Dividing your data for relevant segments

  • Segmenting based on email and web behaviour

  • Understanding performance and trends based on demographics and segments.

6. Personalize for Greater Relevance

Bland, impersonal emails find their way quickly into the deleted items folder. Use mail merge features to make the recipient feel special. It’s easy!

Workshop Covers:

  • Using recipients own information to create highly relevant messages.

  • Tools to assist with personalisation

7. Design Emails for the Inbox

Focus on the ‘from’ line and ‘subject line’. Design emails to deliver key messages ‘above the fold’ and to the top left ( for the reading panes) use ‘CTA’.

Workshop Covers:

  • Focusing on ‘From’ and ‘Subject’ lines and getting your key message above the fold

  • Using text and HTML colours rather than images

  • HTML or text emails – Which to use?

  • HTML Editors and editable html templates

  • HTML emails rendered as html and as text

8. Integrate with Other Channels

Understand where your email marketing campaigns sit within your overall marketing strategy. Use email to complement other forms of message delivery.

Workshop Covers:

  • Higher ROI when integrating with other channels such as direct mail, telemarketing and trade show.

  • Email Consistency with other forms of communicating and branding

  • Designing research engine landing pages

9. Focus on Goals, Not Process Metrics

Know exactly what your trying to achieve before you begin. Identify specific goals and determine how you will measure performance of your campaigns.

Workshop Covers:

  • Measuring performance against end goals

  • Objectives and success metrics

10. Use Advanced Automation

There are many powerful and low cost tools around that can help with email marketing. Review their features and use them – they can help you manage legal compliance and understand how targets have responded to your message, empowering your next step!

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