NFP and publishing sectors and are committed to helping ambitious brands optimise their digital marketing performance. Our technology helps our customers to achieve higher inbox placement rates. Last year over 91 per cent of our emails were placed in the inbox, as opposed to 79 per cent across the industry. Performance, people and partnerships are our pillars of success.”
customers back in 2003 and they’re still working together today, as are The Co-operative Group, Matalan, Moss Bros, Jacques Vert, Mitchells & Butlers, Parkdean, WWF, Anthony Nolan, British Library and Trinity Mirror. SMS messaging, web data capture and social sharing integration,” says software and automation technology. With our supporting services we’re dedicated to helping our customers excel in digital marketing.”
Real, relevant relationships Measurable and permission-based though email marketing is, underpinning it is a paradox that applies to all digital communication designed to operate at scale: with mailing lists extending into the hundreds of thousands, how can brands establish relationships with individual customers, each of whom has a unique set of needs and interests? “First, it’s important to reiterate
why establishing a relationship with each individual customer is crucial,” Econsultancy state that 44 per cent of UK consumers say they’ll ignore all future communications from a company that doesn’t target them
not only your reputation but your revenue potential
buying products from the company altogether if they receive irrelevant communications. In today’s digital climate, personalisation is an expectation and if you fail to build a relationship with each and every recipient on your mailing list you’re damaging not only your reputation but your revenue potential. Customer-centricity is key and understanding where each individual brand will help you to stand out in a crowded inbox. If you hold customer data, use this to fuel the content of your emails. If not, we have the tools
ON THE RECORD In January 2016 the Communicator
team created a new Guinness World
Record by setting up and toppling 500 books in three minutes.
If you fail to build a relationship with each recipient on your mailing list you’re damaging
available to ensure your content is contextual and relevant at the time of each email open, even without the data. It needn’t be rocket science and you’re targeting individually will open your emails, trusting that the content will be relevant and of interest to them.” with Moss Bros, who’ve undertaken a “A re-engagement campaign
helped to increase open rates by seven per cent and click rates by six per cent, growing the number of active subscribers on their database. Following this campaign, an incentivised welcome campaign was implemented to collect preference data. Fifty per cent of recipients responded. A similar incentivised birthday campaign worked to increase revenue per individual sign-up
48 annual sourc e guide 2016
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