E-mail marketing campaigns allow your business to stay connected and build strong, lasting relationships with your clients.
Reaching out to your targeted audience with periodic e-mails is a way to offer value-added information about your brand and is a great way to make the most of an opt-in mailing list and begin building client relationships. But a user signing up to your e-mail list or newsletter is only the beginning. When a new subscriber opts into your subscriber network, they are starting a relationship with you that requires trust and some give-and-take to be successful. That means with each e-mail you send - or don't send - you build or damage that relationship.
Sign-ups can result from a variety of marketing methods, but most commonly it is via list services or lead gathering tools found on your Web site. Regardless, once your subscriber list has been established, an e-mail marketing service provider should be utilized to send your e-mails on a regular schedule. By providing your audience with valuable content and an engaging e-mail design, you will generate interest in your brand and encourage loyalty to your products or services.
A successful e-mail marketing campaign may include items such as:
- Industry-specific information.
- Coupon codes and special offers.
- Sales and new product announcements.
- Links to valuable external resources.
An e-mail marketing campaign is one of the most economic and effective techniques for driving traffic and conversions on your Web site. It offers you an unprecedented way to support your customers in every step of their buying cycle. Black Rhino Media can create high-impact e-mail marketing campaigns that are as professional as your business and that grab your audience's attention.
The Black Rhino Media approach to e-mail marketing
At MarketGoal we focus on the perfect execution of your e-mail campaigns. We always begin by obtaining a complete understanding your objectives for e-mail marketing. We turn your vision and words into compelling e-mail messages and help you tailor the e-mail toward the specific customer segments you want to target. We have worked with over a dozen e-mail platforms and know the ins and outs of campaign management and reporting. We can become your full-service e-mail marketing partner so you can focus on the rest of your business while we deliver the results.
Strategy
A well thought out marketing campaign of any kind requires us sitting down with you to determine your goals. Regardless of whether you just want to send out a monthly newsletter to existing customers or you want to aggressively market a product or service to a new audience, your goals and expectations need to be established and a roadmap for success should be planned out.
Design & Creative
The design and layout experts at Black Rhino Media work within the goals of your campaign and your targeted audience to create an engaging design template for your e-mail. Having a great e-mail design will increase your audience attention as well as the response to your message. But great e-mail design should be tempered with the knowledge of how spam is recognized and other associated best practices. Image-heavy e-mail designs that are not balanced with enough written copy will quickly get flagged as spam or junk e-mail.
But a well designed e-mail marketing campaign is more than just an visually pleasing e-mail template with the right copy and calls-to-action. It involves market research for your targeted audience including the creation of an attention-grabbing subject line that will provide enough incentive for your recipients to open your e-mail and respond to your calls-to-action. If your subject line doesn't allow your e-mail to stand out among the rest of your recipients' e-mails, then chances are they will never see your well-crafted message.
Campaign Management
Once the creative is in place, it's time to translate the design into usable HTML and text-only versions. Recipients who cannot view HTML-based e-mails will depend on you sending a text-only version of your e-mail as well. Otherwise your message will appear unreadable and may never get to the recipient's inbox wasting an opportunity to convert a potential customer.
Our staff then works to set up your e-mail campaign details for things like target segments, the appropriate days and times to send out your e-mails, recipient personalization approaches and message versioning. We'll also help you plan and integrate data capturing techniques for recipients who respond to your calls-to-action and work to import data into popular CRM systems such as SalesForce.
Implementation & Testing
Business decision makers and other members of your targeted audience have the ability to receive their e-mails across a wide variety of devices including desktop computers, laptops, handheld PDAs and cell phones like the BlackBerry, iPhone and other similar smart phone products. A message that fails to take into account the different mediums through which people access their e-mail can risk the reputation of your company as well as the message you are trying to promote. Simply not taking into account all the popular mediums used to receive and read e-mails can cause potential customers to opt-out of your subscriber database or report your e-mail as spam affecting your ability to effectively deliver future e-mails.
Not only are their different hardware devices to account for but there are dozens of e-mail applications that exist and each display e-mail messages differently. For example, Microsoft Outlook and Gmail block all images by default so it's important to include "alt tag" information with each image contained within your e-mail design. Newer versions of Outlook won't allow for animated images. Outlook and Yahoo! Mail have the ability to display each message in a preview pane that will only display the top section of your e-mail rather than the entire message immediately. Having an optimized e-mail message will ensure that the majority of your message can be read as easily as possible by every one of your recipients regardless of their hardware device or client application.
In addition, CAN-SPAM regulations need to be taken into account to ensure your e-mail is successfully delivered to your recipient without being flagged as spam and permanently blocked by corporate mail servers.
Tracking, Reporting & Analysis
Your campaign is not over once your e-mail message has been sent. One of the main advantages of e-mail marketing is the ability to track recipient responses and actions once they receive your e-mail. Knowing metrics like delivery rates, bounce rates and what areas of your e-mail were interacted with the most help refine your campaign and earn you increased rewards as your campaign continues. We can provide you with periodic reports based on campaign performance and other key metrics that are important for your marketing agenda.
Your e-mail marketing campaign should not only be well designed, but also be well planned and well executed. Black Rhino Media's team of e-mail marketing experts combines strategy, design and proper execution to deliver high-impact e-mail marketing campaigns resulting in a message that resonates with your potential and existing customers.
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Internet Marketing 
