Atelier Studios

Email Marketing

Email Marketing is one of the most effective and efficient methods of direct marketing and since the birth of the Internet is has been used extensively to reach target audiences on an individual level and in a way that is as financially accountable and inexpensive as ever.

However, an email campaign is not just a case of writing good copy and sending it to a list of random addresses. To develop a successful email campaign it requires a refined set of skills and an established working method to ensure that all bases are covered and that you achieve the maximum Return On Investment (ROI). It is to this end that why, as a full service digital media agency, our bespoke workflow strategy provides a perfect solution for you.

• Strategy Formulation
• Data Preparation
• List Building
• Creative Process
• Evaluate Measure & Report
• Modify & Optimise

Strategy Formulation

Before anything is written or any budgets are agreed upon, the first element of the campaign that needs to be established are the goals of the campaign.

Whether it is a direct response campaign for a niche product or a nationwide new product development, there are several generic issues that need to be established before the rest of the campaign. A few of these might be:

• What is the anticipated conversion rate?
• How does the email campaign integrate with the rest of the marketing mix?
• Is the campaign's evaluation based on visible metrics only or are there intangible elements to the success of the campaign, e.g. brand awareness and attitude?
• Is the campaign customer acquisition or customer retention based?
• At what intervals should the email be sent out?

Each of these questions have a huge bearing on the rest of the campaign and by communicating the key elements of the campaign at the earliest stage will ensure that the rest of the campaign runs as smoothly as possible.

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Data Preparation

Before building the list and designing the template for them email, it is important to ascertain exactly what target audience the campaign is being aimed at.

If the campaign is being aimed at an existing target audience then chances are your company will have some form of relationship with them and this will change the tone and content of the copy as there is less of a need to establish the brand values. However if the campaign is being aimed at a diversified target audience then the content of the email may be completely different.

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List Building

Once the target audience has been established, the next step is to build the list of recipients for the email. If this list has come from a database that has already been built with opt-in data then the list needs to be cleaned and segmented to ensure that all of the recipients are in the target audience.

However if you do not have a current database of recipients then the names must be gathered from outside sources we can provide you with a list of email addresses using our extensive resources to make sure you reach your target audience.

At Atelier we always ensure that any external emails we gather are from reputable sources and that all list adhere completely to the Advertising Standards Authority (ASA) guidelines and that all addresses have been obtained with complete consent of the recipient.

Once the target audience has been identified and the lists built we can then move onto deciding when the emails will be sent.

In Email Marketing, timing is crucial in getting the recipient to open the email let alone clicking through. Most mail boxes are so inundated with tens of emails from companies offering products and services on a daily basis; if the timing is wrong it is probable your mail will just get drowned out in the noise of the other mail.

The decision on timing is largely dependent on the behaviour of your target market and the type of product or service you offer. This is where Atelier's wisdom and experience within Email Marketing will pay dividends for your company.

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Creative Process

Once all the required data is in place, we can really get our creative juices flowing and design you a captivating, engaging email template that will evoke the emotions and responses that you wanted from the campaign.

Our in house design team has a wealth of experience and the creative flair to design you the perfect bespoke email templates that meet your specifications and uphold the values of your brand and integrate with the rest of the campaign.

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Evaluate Measure & Report

We believe that once the 'Sent' button is hit, that is when the real work starts on the campaign. The major benefit of email is that almost every aspect of the campaign can be measured and evaluated to determine the success of the campaign.

At Atelier we use a vast range of metrics, which use to evaluate the results of the campaign including:

• Delivery Rate
• Open Rate
• Bounce Rate
• Click Rate
• Unique Click Rate
• Response Rate
• Unsubscribe Rate
• Spam Compliant Rate

Once we take these metrics for the campaign we then measure them against the following criteria to help build a holistic picture of the campaign:

• Campaign Targeting: How did different target segments react to the email?
• Campaign Timing: Was certain timings more successful for the campaign? Did more people unsubscribe if the email is sent more than once?
• Content: Did alterations to the "From" and "Subject" boxes increase open rate?

Each of these metrics are of equal importance and we strive to ensure that all of these reflect positively on the campaign to represent a substantial ROI for our clients based on the industry benchmarks.

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Modify & Optimise

Once we have gathered all of these metrics we then go back into the campaign and make the necessary changes depending on what the outcome of the campaign, to ensure that the campaign runs even more effectively and that you are 100% satisfied with the results.

We are solutions agency at Atelier and we are confident that we can design and build the perfect email campaign for you, to help increase your exposure and drive people to your website.

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To see how you could benefit from E-mail Marketing, contact the studio today!