Successfully outsourcing your email marketing means choosing the right partner. And, as is the case with most things in business, the more prepared you are, the better off you'll be. A good email marketing partner will use best practice techniques, provide a dedicated account manager and give you instant access to your data and results.
Increased sales, greater brand awareness, more page impressions, all of the above? Segmentation,
So, knowing what is important before you choose a partner is a must. For example, how you build your email list if you've not already got a fully up-to-date and opted-in data set is not without its challenges.
Some organisations still buy data, but this can be a really bad idea. If you do not have an opted-in list you will need to consider a strategy for building an audience, through content marketing, for example, or build your own subscriber list through the offer of a newsletter. And, of course, start with your existing customer base. You can use social media to promote the benefits of opting-in to your email communications - in fact, you need to promote opt-in at every available touch point. Ask agencies how they might help you with that.
Knowing what you want to achieve with your data, segmentation and campaign design before you speak to agencies will help narrow the field. And, understanding the value of dynamic content, triggered campaigns,
Click here if you want to discuss your email marketing requirements, how that might fit into your marketing mix, and want advice on your current set up.
Successful email design hinges on the ability to render across all email clients and all devices. So, how difficult can design for email really be?
What happens with the coding of an email is as important as your content and images. They all have to work in concert in order to achieve the required outcome.
Email design is different to web design. You can only use CSS inline and you can't use or Java. It's critical to observe best practice to avoid problems with delivery and obsess over how the mail will render in a recipient's inbox.
There are many different email clients each interpreting HTML emails differently, so it is imperative that your template design is tested across that spectrum.
Our designers have worked with email for years and understand the fractious world of email clients; our professionally designed email templates will make a real difference to your campaign results.
We make sure a template works with images turned off, where local settings dictate that this be the case, and check your campaign across all major spam filters prior to sending.
But being effective is not just about design, your mail has to be opened in the first place, so we make sure you have thought through who the mail is from and that the subject line is compelling and compliant.
Key considerations we take into account:
With the right email newsletter ideas in play, there is no doubt they are still an effective asset. But have you found the perfect mix of content and how do you make your email newsletter relevant for readers in an age when we all suffer from information overload?
Email campaign management focuses on delivering the best recipient experience. That means well-thought out design, appropriate use of personalisation, and rigorous testing.
Our first action is to upload and label your data. We extract hard bounces, remove redundant domains, suppress duplications and extract ISP complainants. We then optimise your database for email marketing by mapping key data fields, making analysis more meaningful; arrange data into address books for targeting and help devise an opt-in strategy to grow your database.
We are committed to secure data management for our clients. Equinet has invested in a secure customer data portal allowing your client data to be received, stored and managed safely; we practise "encryption in flight" when transferring client data from our portal directly to encrypted containers on local computers and then use solely on relevant campaigns. We are registered with the Information Commissioner's Office as a data controller and we help our clients stay safely within the framework of the Data Protection Act with their email marketing.
The next step is to work with all your email campaign assets: uploading the HTML code, actioning any copy amends, ensuring successful rendering of your images and validating links - naming links for reporting, as well as checking that they are working.
As appropriate, we ensure your mail comes from the ‘contact owner’ and insert personalisation, such as first name, recipient's company name, and even insert account information if supplied.
Prior to sending, campaigns are tested in all major email clients to ensure they render as they should, and we check your mail against all major spam filters to ensure they will pass. Then, we send you test emails - in both HTML and plain text formats - for you to sign off before sending out the campaign proper.
We can also offer the following email campaign services, where needed:
Triggered Campaigns: We will plan and implement auto-response emails, series triggers, custom event triggers and behavioural trigger email campaigns for you.
Dynamic Content: We will personalise your emails by database field injecting relevant content across multiple address books, which can greatly improve your response rates.
Branded Surveys: We can create surveys and questionnaires with data capture straight into your Equinet database, harvesting data that automatically updates your mailing lists.
Landing Pages: We can create landing pages or even microsites where content is 100% relevant to that visit.