Email marketing is still one of the most effective media communications devices, despite its detractors who constantly announce its demise. Our experience of email marketing has been developed since before most people had an email address (although Aaron is quick to point out that he got his first email address in the 80s).
The techniques we use owe a lot to the art of direct response marketing which the team used to launch some very well known mail order and eCommerce brands. The principals are the same with permission email marketing and so we look at the lists that we are going to use and segment the data to ensure that the campaign produces the maximum impact and increases the likelihood of return.
Next we look at the offers which are going to have the best chance of succeeding to the segments and match these to a template which we build using best practice HTML to package this up into a multi part mime message that caters for the various email clients and browser based email solutions which exist. Doing this ensures that each email we create looks its best for every recipient and again increases the likelihood of a positive response for the campaign.
Then it is a case of matching the offer data and the segments to the template in order to create a touch point model that personalises the emails to the recipient and aims to present a relevant and timely offer which is welcomed by the recipient and which has a much greater chance of producing higher open rates and click through rates.
We then test our assumptions through a series of test emails before rolling out the wider campaign.
It is worthwhile taking the time to do this because by employing these techniques together, we increase the overall effectiveness of the campaign and quite often produce results which double industry averages.
It’s a combination of science and artistry which makes this possible and we have both of those things available to our clients in great abundance. This is why we consider ourselves to be experts in this field and would love to talk to you about how we could increase the effectiveness of your email and direct marketing campaigns.
