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STRATEGY
First, the global targets and milestones you intend to achieve with email marketing have to be defined. Email marketing is not a sprint but a marathon, and the path and the goal must be defined clearly so the provider doesn’t drift off track. Our client kickoff meeting assists in this process.
TARGETED EMAIL MARKETING LEADS
Aside from attention-grabbing emails, another factor for a successful email marketing campaign is segmenting your audience. This is where we come in.
We start by having a signup form that already segments your audience into subgroups.
Then email addresses for members of these target groups will be collected.
The data of the target groups, such as email addresses and any other information (e.g. first name, last name, gender, desired email format, etc.) must be stored in a database that will personalize the emails accordingly.
If additional profile information from email recipients is asked, in order to be able to customize the content of the emails for instance, it’s stored in the database, too.
This allows us to target some or all of your audience. For example, you may want to send different emails to different subsets of the overall audience.
Or, you may want to send an email to the entire audience. We can do both methods with the right data segmenting.
CREATIVE
In the next step the actual concept of the emailing campaigns is determined. We consider your goals and the communication frequency—a single action, a regular newsletter, or a multi-stage campaign, for example. We also decide on the tonality of the message—from genuine style and discreet design, to uncouth language and hip layout, depending on your audience. During this process, we take into account your product or service, what we’ve learned about the target market, and what you want to communicate, in order to create the ideal messaging for your email.
CONTENT
For every email campaign appropriate content for the target group and concept has to be produced. These consist of editorial and / or advertising texts and emails in HTML format, in addition to photos, graphics, and any other visual elements.
PROGRAMMING
After defining the concept and the content for the message, the email finally has to be set up. Additionally, the order of the texts need to be classified, and variable or optional text blocks should be specified. Next we’ll decide which audiences will receive the corresponding text block. Finally, there are the headers and footers, as well as the information for the email headers (e.g. sender address, subject line).
SENDING
The appropriate email format has to be taken into consideration based on the recipient’s preferences (e.g. text, HTML, PDF), the appropriate salutation, and possibly variable or optional text blocks. Emails that bounce back as undeliverable are processed accordingly, depending on the reason for non-deliverability. We set up a test account with the major providers to figure out if the emails have been delivered properly, or which ones are filtered out as spam mail.
EVALUATION
Finally, we review the results of the email campaign, such as the rate of undeliverable or opened email, the quantity and distribution of link clicks, the number and revenue of orders and sales, as well as other responses. This shows us what works and what doesn’t, so we can better focus our future efforts and optimize your results.
