MHz Design Communications Inc - E-mail Marketing Solutions

Strategic Planning

MHz partners with you to fully integrate your e-mail marketing campaign with your business and marketing objectives and your Customer Relationship Management (CRM) strategy.

We further define, identify specific opportunities that exist within the audience segments, develop a rational, create an overarching strategy that will drive the program's creative design, content, channel deployment and communications elements.

We would look at the company's brand and visual communications, and positioning strategy. We would consider online or e-mail marketing as part of the project and collaborate to establish key environmental factors that may impact the program. We also establish if integration between our clients CRM system is required.

Our unique end-to-end approach allows us to design customized and 1:1 personalized experiences for our client's customers.

We consider the project scope and begin to think about innovative, eye catching design and copy ideas.

What Marketers Need To Know When It Comes To E-mail Marketing Strategies!
Start off with a simple strategy on how you will position your company/product - this is usually defined as your USP - Unique Selling Proposition. This will be the 'thing' that makes you stand out from the rest. In today's saturated market you want your company to fill a specific void that a consumer cannot resist.

Ask yourself these key questions before you forge ahead:

1. What makes you different than your competitors?
2. How can your product/service benefit your customers?
3. What do you have that your competitors cannot compete with?
4. Which feature can be easily communicated?

Once you have these answers, you can then enter the universe of e-mail marketing where your key to success can be easily achieved.

If you currently don't use e-mail marketing then this is your starting point, or if you have been doing it for years then it might be time to re-evaluate your e-mail programs.

Begin here...

1. Be relevant. Your consumers are probably already receiving a number of e-mails that they don't consider to be useful. But what you want to be is different. Get to know your consumers and find out what there interests are, then you can easily communicate information that is significant to their needs - and most likely they will appreciate it.

2. Be personal. Include a personalized subject line with personalized content in your message. Use their first name and last name. Include their address or the last purchase they made with you. Communicate directly to them and resist making it sound like you just sent out an e-mail blast with a generic message.

3. Test...test...test... It makes for a better experience. E-mail marketing is constantly changing and things are moving quickly. If your e-mail was acceptable 6 months ago, chances are it might not work for you now. You should constantly tests all your variables including format, design, copy style, links, personalization, calls to action, offers and subject lines. We don't suggest that you re-invent the wheel, it's easy enough just to begin with an A/B split of your list and make updates as you go along.

4. Keep your list clean. Every aspect of an e-mail campaign is worth every dollar you spend and that includes your customer lists. While you may not be able to keep track of customers who change or disable their e-mail addresses, it is best practice to remove the invalid and inactive e-mail addresses immediately. When your list consists of too many e-mail bounces, you have a good chance of being flagged by any of the major ISP's.

Your permission-based e-mail list is very valuable and can make or break your marketing objective. It is the only tool that opens up the door of opportunity, bringing you that much closer to your customer. Don't be afraid to ask your customers to re-confirm their profile/account information - especially their e-mail address. Your customers will appreciate you for it.

5. Assess your Metrics. The beauty of e-mail - you can measure your success instantly through real-time reporting and determine if you are meeting your business objective. The opportunity lies in the numbers - if a large amount of your customer group is responding to your promotion by opening the e-mail then you know you are on the right track. But it doesn't have to stop there, analyze your click-through rate, unsubscribe and bounce rates to get a good understanding of your customers reactions and what changes you need to make before your next deployment. A good marketer takes advantage of these statistics and turns every negative into a positive.