Planning the Work
Our planning team will create an integrated digital content plan that identifies and schedules subject matter for your email marketing efforts for the next 12 months. Depending on your company’s needs, this can be a very in depth process that takes several months, or it can take just a few weeks, depending on the complexity of your business, the email tactics we employ, the technical status of your marketing databases and your objectives.
Doing the Work
Raidious’ team of digital journalists will proactively create content that’s designed to deliver on the objectives we outline together in the planning process. Volumes will vary by business need. This can range from a simple monthly newsletter to a combination of multiple enewsletter style communications, triggered and automated messaging, transactional emails, and dynamic content incorporated into the plan.
The Client’s Role
The majority of our content is produced 30 days in advance to account for approval and editing time and goes live on a scheduled basis. However, due to the real time nature of the web and our ability to instantly react to events on your behalf, we recommend the client also having full control for directly approving email communications that are time sensitive. In addition to approving content, the client is also expected to be responsive to information requests and referring us to the information we need - in other words, to be a good “source” for our reporters.
Email Setup and Management
Raidious can identify and recommend the appropriate email marketing tool for you if you don’t already have one in place. This can range from basic tools like MyEmma or ConstantContact to midrange solutions to scalable mid-sized and enterprise integrations for ExactTarget.
Email Analytics
Raidious will send analytics recaps 72 hours after each major send, and will compile a monthly integrated analytics overview report incorporating all activities. We’ll identify ways to improve on the key performance indicator metrics we establish in the planning process, and how to more effectively meet the objectives we’ve established. Digital marketing is an ongoing science experiment - the question we ask isn’t “is this tactic effective?”, the question is “in what ways can this tactic be more effective tomorrow than it is today?”.
Email Database Management
Raidious can manage your email lists for you. We can also offer some assistance on a consulting basis during the setup phase with integration or synchronization of multiple databases to insure your data is up to date everywhere that it “lives”. If you employ CRM software like Salesforce.com or other similar applications, we can help with integration for those applications as well.
Email List Management
Raidious will analyze the results of your email program to build appropriate messaging based on recipient behaviors, and develop appropriate lists and plans to address those customers. This could be as simple as a re-engagement campaign to customers that haven’t opened your last few emails. Or, it could be a more complex, behaviorally targeted dynamic campaign based on ecommerce patterns. We’ll also stay on top of unsubscribes, invalid email addresses, and other list clean up duties.
Email Profile Segmentation
In our planning process, and on an ongoing basis, Raidious can help build and segment profiles in your email database, and create content specific to that group. This could be simple pre-existing data segmentation based on target demos (Men, Women, 25-34, 18-24, etc.) or we could cross reference your qualitative, quantitative, or psychographic consumer research to your email lists to build the appropriate messaging. The possibilities are limited only by your data set and what you know about your customer.
Triggered Email
Raidious can develop triggered email messaging campaigns based on actions users take. This could be clicking on a link, opening an email, forwarding to a friend - any action we can track, we can build an automated triggered response to. This works great in ecommerce environments for things like shopping cart abandonment, and in up selling scenarios in confirmation emails.
Dynamic Email
Raidious can create email campaigns where messages are delivered dynamically based on user preferences, behaviors, or actions. For instance, if a user decides they want information about a given topic, we could pull all relevant content posts from your blog feed and your social networks and push that to the user via email automatically.
Raidious Digital Content Services ::: We make the content that makes digital marketing work.