At Wickedweb we believe that every email should have real purpose - it must add value to, and engage, the recipient. While it is an extremely cost effective method of communication, it is often misused by companies and as a result ignored by recipients.
To be successful every campaign must have a unique reason for its creation. Newsletters can build relationships, promotions provide quick tactical wins, but bland content and ill thought-out ideas will cause irreparable damage to your reputation.
We understand that the success of email marketing campaigns hinges on a number of factors:
Targeting - the email content must be of interest to the user, and if possible, customized to them, rather than generic.
Personalization - using personalized subject lines increases open and click-through rates and a personalized greeting has been proven to increase response rates also.
Subject lines - the open rate goes down dramatically when the subject line is longer than 50 characters.
Timing - 90% of consumers are on email multiple times daily, making email marketing a great method of communication. According to Econsultancy in July 2008, emails sent on Mondays achieve the highest open rates, followed by Tuesdays, then Sundays.
Did you know that 78% of consumers have purchased as a direct result of receiving an email? Its no wonder that, in a survey of marketers, 40% said email earns the highest return on investment. (Econsultancy, 2008). Wickedweb can help you to unlock and maximise the potential of your email marketing campaigns, and can deliver the complete solution, or elements, such as design and build, in isolation. Clients can also manage the broadcast themselves, if they wish, through third party systems, or via a log-in area to Wickedweb's platform. Whatever your requirements, we're sure we have the solution to match.
Email marketing is all about delivering appropriate information straight to the inbox of potential buyers, customers or contacts. As with all our projects, the first steps involve understanding your brand, your business objectives, and your recipient. Once the strategy and campaign direction are defined, the subject line is the critical starting point, as the teaser to encourage recipients to read more. We will then work with you to finalise the content, key messages and strong calls to action.
Once the design is agreed, and the HTML built to our highest and strictest best practice standards, our technical team will test the email to ensure that it will work across all popular email clients including Outlook, Entourage, Gmail, Hotmail, and Yahoo!, for example, so that it is optimised for maximum deliverability i.e. passing through spam filters.
After proofing, compatibility testing and spam scoring, Wickedweb will manage the process of sending the message to the distribution list via our broadcast system.
One of the key advantages of using Wickedweb is our email delivery system that offers highly detailed reporting tools allowing you to understand the performance of the email and the recipients interaction.
After an agreed time frame (usually 7-10 days) Wickedweb will supply a full report detailing the specifics of the campaign, such as the total number of emails delivered, number of opened emails, total click throughs and, most importantly, which recipients clicked on which area of the email and engaged with the content.
Such detailed reporting allows for accurate segmentation of recipients and secondary targeting, as well as highlighting improvements for the next broadcast.
