optimising email delivery
Email delivery can make or break an email marketing campaign. After all, subscribers can't click on messages that they can’t see – such as messages that are consigned to the junk folder, never arrive, or simply don't display properly. That's why our email marketing systems build email deliverability features into the message creation process, enabling you to automatically spot and repair deliverability issues prior to any email marketing campaign going live.
Our email marketing service allows you to:
• Quickly understand how good or bad your email deliverability is. An overview report shows deliverability statistics from your most recent mailings - allowing you to compare your monthly averages to industry averages
• Drill down into email delivery stats for individual mailings. A report cards feature shows inbox delivery rates, spam content scores, and blacklist information for your email messages
• Show inbox delivery rates by ISP. An email delivery monitor shows the true percentage of mail going to the inbox and the junk folder, as well as indicating how much mail isn’t arriving at all
• Fix poor email design. An inbox snapshot previews how your email actually displays in AOL, Outlook, Yahoo! and more than 50 other email clients – and in time to redesign problem campaigns
• Avoid ‘spammy’ content. An email content analyser tests your message against three different levels of spam filters - looking for red flags typically associated with unsolicited commercial email
• Discover if you’re blacklisted. A blacklist monitor checks your email domains against more than 175 different blacklists.
St Ives Direct can offer a range of products and services to support a multi-channel campaign. These can be tailored depending on a customer’s requirements - ranging from delivery details to assistance in identifying trends relevant to the products or services being offered. We can support marketing departments in making best of use existing data and how responses can further enhance customer profiles. The services we offer include:
• Creating, sending and tracking email campaigns. Whether you have a basic email newsletter or you’re sending sophisticated, targeted email to different customer segments, we can offer delivery analytics that help ensure your messages actually reach the intended recipient’s inbox
• Tuning your website based on actual visitor behaviour - in other words, how visitors interact with your site. Data visualisations and powerful segmentation options can quickly determine which campaigns and search keywords drive the most traffic and deliver the most conversions
• Improving your paid search ROI and saving you time. A single interface for managing and optimising paid search. We can help you grow revenue by easily finding new keywords, improve profits by quickly identifying problem keywords, and save time using a single interface to automate campaign management
• Saving you time creating ROI reporting and analysis. We can pull together your most-important marketing metrics in one intuitive summary, so you spend less time massaging data and more time improving the effectiveness of your marketing efforts
• Working more effectively with the rest of your marketing team. We can present tools and analysis reports which provide an easy way to communicate, share ideas and keep track of everything
• Helping you upload multiple email lists and identify source of lists (e.g. storing email registrations, email registrations online, email registrations via partnerships and affiliate programs)
• Helping you segment lists according to multiple variants, including click history, purchase history, demographic data and email address source
• Helping you to synchronise online lists back to your CRM database.
Added value email handling gives you the ability to:
• Send HTML and text emails - text only follow-up emails to non-openers can add as much as 20% to your click-through rate
• Send reactive emails based on past campaign results (e.g. history of click-throughs)
• Send scheduled emails (such as birthday emails)
• Send reactive emails based on basket values and purchases
• Create emails with dynamic content
conditional content
Dynamic conditional content that delivers specific content to specific users according to their profile will become increasingly important as targeted, relevant email eventually becomes the only type of email to penetrate spam filters. Conditional content allows you to insert blocks of text or graphics into your message depending on whether certain conditions are met by a particular recipient.
Using conditional content enables you to easily create unique, one-to-one emails tailored to the exact needs and interests of your recipients, without having to write (or send) more than one message from a single data extract. The commands work using a simple if-then-else logic: if a particular condition is true, then insert a particular block of text or image; else (that is, if the condition is not true), insert a different text or image block.
Conditional content can be sent to a segment (or subset) of your list who meet the criteria you define. Instead of sending to your entire list, you can use segments to filter exactly who should get a message, based on whatever criteria you choose. These criteria are created by inserting one or more clauses into your segment.
incoming email
A sign of real quality is how a brand manages incoming email. We send email to customers and prospects and expect that they will read and hopefully respond to the emails we send. Customers are absolutely within their rights to respond to our marketing emails by sending an email in reply. If we handle this incoming email well, we will be taken much more seriously when we next send marketing email to that recipient. This will also spread positive brand image to other recipients.
We can filter out of spam and bounces sophisticated human-based email reading and responses. Recipients do not always behave the way you would wish them to. Instead of using the links provided, they may:
• Reply with new contact information
• Reply with an unsubscribe request
• Reply with a question
• Set a filter to challenge emails from anyone not in their address book
• Include important information in their auto-responder messages.
The benefits of this service are:
• With the processing of ‘unsubscribes’ and change of address requests, you can improve list management to increase customer retention and decrease attrition
• Monitoring and managing inbound email for quick corrective action means higher customer satisfaction
• With increased email delivery, you receive more responses and increase sales
• Processing customer requests on the customer’s first requests means savings in additional processing and operational expenses.
To illustrate the range of our services, of necessity, we have reproduced customers' registered and unregistered trade marks and representations of their brands. The rights that our customers have in their respective trade marks and brands are fully acknowledged.