SERVICES

Talking one-to-one

To be effective, marketing emails need to be crafted.

Without well-balanced content and design, the message may fail to generate the required response and action.

For prospects, the window of opportunity for an email to engage their attention is extremely narrow.

Even well-disposed subscribers allow only a couple of seconds to decide whether or not to open the message. And that’s assuming the email successfully gets past any active spam filters.

Once opened, there are less than 10 seconds to grab and hold their interest.

Successful EDM recognises the different devices through which the messages can now be viewed. Wi-fi and smart-phone technology has introduced new criteria.

Relevance to the reader tops the list of priority criteria for content. That must be clear before they open it – and fully confirmed after they do so.

Position of links. Use of response mechanisms. The right tone for the recipient. They’re all critical to success, too.

In short, prospects need immediate reasons to believe that time spent on the message could be worthwhile. And subscribers must be rewarded with valuable content that confirms their self-declared interest.

Our role

We will plan email marketing strategy, and create and implement EDM programmes, that may include:

• Building and managing your emailing database – including segmentation by sub-target and response data
• Designing your e-templates to reflect known parameters for eye-tracking and verbal-visual balance
• Developing copy and content to maximise engagement of recipients – both subscribers and prospects
• Managing effective email deployment, timing and frequency
• Acquiring, evaluating and reporting analytics