Dynamic Email Campaigns
Email should be integral to digital marketing campaigns. If implemented correctly email is a valuable one to one method of contact with your customers. Our sending platform, delivers closed loop campaigns that integrate with website content and delivers statistics, generates interest and in the end the traffic that we all want.
Our sending process management avoids blacklisting of your brand names by the major email providers. This includes following and keeping up to date with legislation and insuring ethical data management practices. For example, the unsubscribe process is managed in over 14 different languages.
Emails are sent from a clean, managed domain, fully authenticated with the latest delivery technologies to minimise spam filtering. This includes automatic feedback loops from ISP’s to enable us to correct dirty methods.
Test, Test, Test
We test the emails for likelihood of being captured by spam filters before they are sent and if they’re not right we will adjust them accordingly to maximise click through.
Our ‘Inbox Preview’ feature allows the preview of email designs in 28 different email clients.
This removes the guess work and gives a true impression of the campaign from the customers perspective.
Test Sends are not chargeable and allow campaigns to be sent to marketing teams for collective feedback and tuning to ensure the correct message and fix any bugs before launch.
As with the web, it is important that the mailers we design are tailored for email and not for print. Incorporating dynamic content to create a personalised email is crucial to success
An example would be: The recipients gender may determine which tins are focussed on within an email rather than campaign wide. Imagine what you could do if you collect birthdays, demographic or geographic information.
Using video content to spark interest and encourage customers to share with their friends is just one ability from the rich toolbox not available when working with print.
Design led look and feel reflects and enhances the brand and encourages continual interaction and loyalty.
We use an advanced segmentation and query building tools that segment by demographic, geographic and behavioural criteria.
We can re-engage with those who haven’t opened or clicked through or purchased to find out why.
We interact with the client (always learning and feeding back into the database) as often as you’re happy with and whenever the customer wishes.
Some campaigns will target the whole database, some will exclude small sections.
Not everyone celebrates Christmas and some recipients deserve greater rewards, such as ‘ Friends’ who like to pass the message on’.
Regional or Post Code specific campaigns are possible that support localised retailer activity, for example a Selfridge’s specific mailing.
Closing the loop
We provide you with the tools to truly understand how affective we are achieving our goals.
Collating data, such as social network click troughs, into reports and understanding the true results of a campaign is what delivers the value of email marketing.
We may find that of 25,000 recipients, 500 are very good ambassadors of your company. Meaning that they share on Facebook and regularly promote the brand. Further still, we can monitor how many viral click through’s were achieved.
Segmenting lists and running micro campaigns continue the cycle of collecting and refining data on recipients to continually improve the value of your targeted email campaigns.
We will build Micro sites linking the email to a landing page which could include product launches, offers or surveys, all designed to encourage a specific user action.
Our online survey tool allows you to build a relationship with your customers, gives you invaluable market research and enables you to confirm how effective your campaigns have been. By setting up user groups (maybe through Facebook) you have a ready source of valuable market information.
‘Open’ analyses, along with our Geo-Mapping tools allow us to find out which devices and in what inboxes your emails are being opened in. So that we further design campaigns that suit say smartphones and tablets.
Our integrated sign up forms for your website and preference centres for your contacts are just another way to collect and interact. The option of SMS campaigns takes the marketing effort across platforms.
We manage both:
Hard bounces – When an email address doesn’t exist and so we will check for spelling and then act accordingly
Soft Bounces – When the email address is correct, but the recipient employs and image filter or did not choose to download images.
The market data you collect is invaluable and we manage this business asset for you. This includes protection and distribution approval. Constant mining and data cleansing means we start each new campaign with the knowledge we have the tools to reach our goals.
Our email platform as great as it is, is only the tool. Its through being creative and understanding the data we collect we can start to implement the email marketing tactics that deliver results.
Some of the things we can do are:
- Automatic triggers allow us to set up:Auto Response emails – instant response to customer actions.
- Campaigns Series – these are our secret weapon that can turn your leads and conversions into an automated production line. For example, imagine you have sent a sample of a product to a client. The client provides feedback via a mini survey, incentivised by a money off discount. An automated series of targeted communications are sent to follow up the review based on the result and further encourage sharing with friends.
- Date driven event campaigns – Imagine linking clients through friends and reminding them of a friend’s birthday or connecting their buying patterns and expressed preferences.
- Behavioural triggers – we will set up campaigns to fire automatically to targeted individuals who have opened specific links within your emails, or clicked through to certain parts of your website.