E-mail marketing
  • on Friday, 22 June 2007
    •  • 
  • E-marketing
If done well, email is still one of the most cost effective ways to create consistent interactions and build good relationships with your prospects. Yet at Performance Marketers we see countless examples of poorly designed and executed email marketing programs which miss the point and simply deliver poor ROI. We believe there is a science to creating email marketing programs that work. Most organisations learn the hard way that creating email marketing campaigns internally with little experience actually does more harm than doing nothing at all. At Performance Marketers we begin with the items below:


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 Pivotal questions which Performance Marketers always ask:

  • Do your current e-mail campaigns offer your readers something of actual value to them - relevancy?
  • Is the content shaped around your business, or theirs?
  • Do you measure your results? Do you then actually use this information?
  • Is the layout of your email encourage readership, and a 'call to action'?
  • How many images do you have?
  • How will spam filters judge your email and why?

Performance Marketers email marketing programs consider:

  • The benefits of cleaning and enlarging your email database
  • Properly strategising the content of the email
  • Copy writing which is reader centred, current, logical and brief.
  • Choice of design and layout and the effect of these on readership
  • Factoring in future content and incorporating a content plan and schedule
  • Measuring and actually using results analysis: bounce, open, click through, send to friend rates.
  • Succession - Who will complete next months email as a scheduled activity?
  • Creating a plan for continuous improvement.


Whether you're unfamiliar with email marketing strategies, or simply don't have the time to implement a program in-house, Performance Marketers™ can help. We've developed a specific set of services targeted at companies that can't afford not to get it right the first time around.


Our Process


Campaign Management
Performance Marketers™ offers a full-service email campaign management package with some of the most competitive pricing in the industry. We've organized our campaign management services into logical chronological steps for simplicity's sake. Before a prospect or customer ever receives an email, strategic planning is conducted to ensure the message is read and understood. Strong and relevant creative is necessary to increase response rates, while a solid technology platform is required to generate meaningful data for analysis.

Strategic Planning
The campaign development process begins with a strategic planning phase to gain insight into appropriate messaging, and offer creative treatments based on target profiles. Market research is typically involved in this phase.


Media Buying
Whether an integrated component of the Strategic Planning phase, or a stand-alone service, Performance Marketers™ has the necessary experience and creative skills to acquire highly targeted lists and negotiate the best possible price. We often find that our clients need to ‘’widen and realign the prospect net’ so that they are in fact reaching all identified prospects in their target market. In addition, Performance Marketers™ only works with bonded list brokers providing opt-in emails, and does not work with known or suspected spam lists.


Creative & Production
The next phase is to develop creative treatments and produce email messages based on existing identity and content. If existing identity or style guides are inappropriate or inadequate, we have the capability to develop completely new creative from scratch.


Distribution & Tracking
Next, email messages are produced and uploaded into the system for distribution. Our tracking capabilities include: the number of emails sent/received, open/read, click-throughs, bounces, unsubscribes and forward-to-a-friend.


Reporting & Analysis – SSP Case study
Once a campaign is completed, we will develop a summary report including overall results, observations and recommendations for future communications. In most cases, this step is followed with another round of strategic planning for the next campaign.


Performance Marketers™ produce email marketing programs which perform.
 

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