Email marketing is more than the communication that ends up in someone’s inbox.

It is about your customers and making sure you are sending each audience a message that resonates with them. Let’s face it, in today’s world, your customers are defining their engagement.

Email marketing is a direct marketing communication that can be easily targeted, dynamically generated, automated, and measured.

With over a decade of experience, we able to work with your team to define, develop, and execute a communication strategy that will deliver results.


Lifecycle marketing

Understanding your customers’ lifetime value (LTV), and how to communicate with them during each stage of your relationship, is the focus for lifecycle marketing.

Imagine you are on a first date. You wouldn’t blurt out, “Marry me?” as you soon as you meet (even if you know they are the one). This is the mindset of lifecycle marketing. In addition to understanding your stage of the relationship, you also want to do what you can to make that relationship better and last longer.

Furthermore, there are many different kinds of relationships that your customers can have with you. This is segmentation. Making the most of each relationship involves testing to see what will move the needle on generating more revenue and creating brand advocates.

Time-Location

Emails are flexible with dynamic content. Being able to drive product, content, offers, and subject lines with geographical information can be exactly the kind of targeting your customers need.

This means in one deployment, you can target customers in the Northeast with winter coats and accessories with a subject line referencing the cold weather.

While in Hawaii, you are promoting surfboards and bathing suits and referencing the great conditions in the subject line.

Recency-Frequency-Monetary (RFM)

Analyzing your database based on the recency of purchases, frequency purchases are made, and the monetary value will allow you to segment your database in a few key areas.

For example, you would want to give your high-value slow buyers incentives to buy more frequently while maintaining the same average order value (AOV).

Likewise, frequent high-value purchasers may not need an incentive at all, though these customers do like to feel valued. Building a loyalty program to allow these customers to become brand advocates may be just the thing.


Email is among the most measurable forms of direct marketing.

It is important to know what your key performance indicators (KPIs) are prior to deployment to ensure your email has been set up to measure your success.

Beyond standard performance reporting, we provide custom analysis that evaluates performance compared directly to your goals.

Customer Relationship Marketing (CRM) is the practice of utilizing all of the available data to deliver more meaningful messages. Predictive analytics will utilize data from multiple sources such as social and email engagement, website activity, and conversion behaviors to determine the trends that begin to form.

Many marketing automation systems will assist with this forecasting when engagement scoring is implemented. The hypothesis can be formed around what indicates long-term engagement, advocates, conversions, and attrition. This information can be applied to assess the potential Lifetime Value (LTV) of given segments and allow your marketing teams to prioritize messages and efforts to maximize profitability.

Deliverability

Deliverability is important. Even though you deployed your email campaign, it doesn’t mean people are actually seeing it. Your email could end up in spam for any number of reasons.

If you don’t keep an eye on your deliverability rates, you could end up on blacklists without even knowing it. A blacklist is essentially the kiss of death when it comes to email. One of the most important indicators is your sender score. A sender score is like a credit score, it can fluctuate based on your activity. The higher the score, the better sender reputation you have. The sender score is based on a scale of 1-100.

Some factors that affect deliverability are in your control and some you can only influence. The ones in your control are the digital handshake, your list health, and in some ways, your IP reputation. Deliverability is something we spend a lot of time ensuring, after all, what a waste of hard work if the email doesn’t even get into your customer’s inbox.

Digital handshake

The digital handshake is two pieces of coding, the DKIM, which stands for Domain Keys Identified Mail and the SPF record, which stands for Sender Policy Framework.

Both pieces need to be implemented at the server level. This tells the ISPs (Internet Service Providers) that this domain and IP have permission to send emails on your behalf.

Don’t panic, this is equally something we have fully covered when we design, build and dispatch email campaigns.

List health

Your list health will also affect deliverability. You want to ensure your email list has been active in the last 3-6 months.

If you have a bulk of addresses that have not been engaging with your campaigns for an extended period of time or are new to your file, you will want to verify that they are in fact good addresses.

The concern is that your list may contain spam traps or have a low deliverability rate. We can help audit your lists and make recommendations on improvement.


Responsive design

Because your message can be read and actions can be taken from anywhere, you want your message to work across all devices. Fortunately, we know how to do that.

When we put our heads together to create email templates, we ensure they are responsive. Responsive is both a design and development response to multiple screen sizes.

Not only is the content tiled and stacks to make it flexible, it needs to remain effective across all channels. To accomplish this, you need to have clear, easy-to-find and easy-to-use calls to action.

Design & build

Our emails are designed to be visually appealing and direct users to engage with your content. Leave it to us to marry the content and imagery to create a marketing masterpiece. We build emails using HTML5 and CSS coding standard. It is also important to us that we go through a stringent quality assurance process, using best-of-breed tools to ensure that emails are rendering correctly on the email clients and devices that you want to target which will give you the best possible reach.

Dynamic content

Using dynamic content to the best of its ability means delivering the most relevant information based on both behavioral and data-driven information that is unique to each recipient within one email deployment. This goes beyond the static insertion of a first name for personalization and delivers the last 3 products the site visitor viewed.

Dynamic content can be driven by any number of user behaviors, for example, the sections of your site that they visit indicates where their interests are. If they are doing several top-of-the-funnel or bottom-of-the-funnel conversions, you will now know how likely they are to convert and can deliver content to align with their lifecycle stage and interest.

Dynamic content is built with if-then scenarios and can become quite complex, but rest assured with our expertise, we will manage the logic that drives the decisions to ensure your message is uniquely relevant to everyone that receives it.