One of the most important duties for any marketing team is to prove the effectiveness of their marketing strategy.
Many team leaders, managers, and company execs like CFO’s, CEO’s and CTO’s are always asking about the impact that various marketing activities have on the organisation’s bottom line.
For any marketing team, this has become especially challenging, as the team needs to validate the effectiveness of a strategy with the results that said strategy yields. When thinking about marketing strategies that directly impact a company’s returns and revenue, email marketing should ideally be first on the list.
If executed correctly and strategically, email is still number one with regards to revenue-generating digital media types, with an average ROI ratio of 30 to 1. Yes, you read correctly, that’s on-average R30 earned for every R1 spent.
We believe that by utilising the correct tools, research, and strategy for your company, these results can and should be achieved. Below are 10 ways that we help companies achieve these returns in their email and digital communication with our managed service team.
1. We make sure your database (actually) exists
Something that often occurs is that data gets, well, dated. Making sure that your database is present and up-to-date before sending an email is a great way to ensure less wasted time, along with being the perfect start to finding out more about who someone is behind an email address (more on this in point 2)
Well, what exactly does it do?
This helps online marketers improve email deliverability by eliminating hard bounces, reducing spam complaints, and minimising fraud. It’s that simple.
This process is executed either on an existing database or live-time with a host of complex checks and balances which are adhered to. In short, this process encompasses syntax validation, toxic email address detection, spam complainer indication, MTA and domain validation, username checks, and relevant activity checks on account inboxes.
That may seem like a mouthful, but vitally important to ensure a successful deliverability rate to both an existing client and a potential client.
2. We find out who you’re talking to behind an email address
As a marketing team or business owner, knowing who your client is and what makes them “tick” is probably the most important facet in creating engaging and relevant marketing content. We help our customers with a portion of this called “data enrichment”.
The way it works is simple: Attached to almost every email address is an amount of “publicly available” information on the internet. This is due to the fact that email addresses are used to open and run a host of various social and digital channels. Based on the activity within these channels, and on what is made public, we can collate this data to create some really relevant segments in which to market to your database.
The accuracy of the data is over 90% accurate which makes this a great way to find out a client’s affinities and interests. You can then target these with super relevant and specific communications, along with tailor made offerings. It also shows that you actually care!
3. We provide you with intelligent reporting
Though most email marketing systems (should) provide you with some basic statistics such as open rates, click-through rates, bounces, and unsubscribes, we at TouchBasePro endeavour to take this a step further. Some of the reporting metrics we assist businesses with monitoring, can:
- Determine which email clients, devices, and mobile phones your subscribers use.
- Show you what the most important links are in your email campaign (the ones your customers find important)
- Show you how long a person had your email open for.. This allows you to determine if they read it, glanced at it or just deleted it.
- Provide you with a full analytics suite that gives you an aggregate view into the performance of your overall email marketing program — including geography, acquisition, and engagement per campaign. This means you’ll get actionable insights on how to improve your strategy.
Our business intelligence reports are designed and delivered to you in such a way, that it makes it seamless and easy to present to your team.. We include commentary of what worked, what didn’t and how to improve.
4. We save you time and effort by getting you set up and moved over in no time!
As a marketer, your biggest asset is time. Our team is here to eliminate the fuss, hassle, and time it takes to move systems or set up a system to work for your business.
Even if you have custom segments, a database spreadsheet that looks like the dog’s breakfast, or simply need to give your team various permissions around your email marketing, let our team of email professionals take the time and hassle out of doing this
yourself. Remember, 59% of B2B marketers alone say email is their most effective channel in terms of revenue generation. Your business should share in those returns.
5. We integrate into various websites, ERP’s and CRM systems
TouchBasePro offers out of the box, ready to use integrations for a variety of systems. Our team liaises with you, the operations team, or IT staff to achieve your integration. If necessary, our team of highly skilled professionals can also facilitate custom-built integration into most websites and systems.
We have a host of Integrations ready to be used, including:
- Microsoft Dynamics
- Google Analytics
TouchBasePro also has Zapier capability for less-invasive integration. This can further help your team with a variety of platforms that include e-commerce, CRM, and event management. These, along with other platforms, ensures our dedicated team of professionals can get you up and running in no time at all.
6. We help you segment your list to drive maximum engagement
If you want to ensure you’re only sending relevant content, segmentation is key. On average, segmented email campaigns drive a 760% increase in revenue, so what’s not to like?
Our team will help guide you through the process of having this done in the most effective way possible by:
- Asking about subscriber preferences in your welcome emails
- Having subscribers complete a user profile
- Sending a new email to existing subscribers asking them to update their preferences
- Segmenting based on previous purchases or actions
Welcome emails are incredibly effective: on average, 320% more revenue is attributed to them on a per email basis compared to other types of email messages.
Consumers who purchase products through email, spend 138% more than those that don’t receive email offers.
7. We help automate your emails to take your customers on an amazing journey
Our email automation & marketing software allows you to store your subscriber database for an unlimited amount of time as well as send an unlimited number of emails per month.
This means that you have the opportunity to build a lifetime of strategic communication and customer journeys with TouchBasePro.
Consumers who purchase products through email, spend around 138% more than those that don’t receive email offers. Why not walk your customers hand-in-hand through the digital buying process?
Our team helps you set these up in a manner best suited your business and industry by utilising two types of emails:
1. Automation campaigns: Triggered emails based on a subscribers behaviour or action. Think of an abandoned shopping cart email, or a follow up email 3 days after a person attended an event or subscribed to your website.
2. Transactional emails: Emails that are sent by systems. Think of password reset emails or “your parcel has just been shipped” emails.
Using these correctly, and with the correct guidance, can really improve your company’s bottom line.
8. We help you grow your customer database
When it comes to your customer database, we’re very much of the opinion that it’s not the size of your database that counts…it’s how well you use it!
Though this may be true, the more customers you can speak to, the more potential revenue generating clients you can acquire in your business. Our team of dedicated professionals and digital strategists (more on this in point 9) help your team to identify opportunities for database growth and client database retention.
Our team are experts in identifying key areas of customer engagement and data collection and help provide the correct tools and forms to easily collect data at key points, These include:
- Social media platforms
- On your website
- Events and exhibitions
- Point-of-sale systems
- Accounting systems
And these are just a few key areas that we utilise to automatically collect and communicate with your potential customers. Remember, something as simple as a welcome email, for example, is incredibly effective with an average of 320% more revenue attributed on a per-email basis as opposed to other promotional emails.
9. We help you achieve digital communication magic strategically
Because there is no “one-size-fits-all” for email marketing and digital communication, we employ a host of key email-centric digital strategists to align everything we do to your brand as best possible, while informing your team of avenues they may be missing out on or underutilising.
Our email specialists will help your team identify critical areas of improvement in both your email and database growth strategy, along with current engagement and look at improving your returns from email.
We further assist in implementing best practices and recommendations for growing your database list and ensure sending of targeted, relevant, and valuable content to your subscribers to boost your company’s results!
10. We want to become an integral part of your team
Since understanding your business is so important to us, along with making sure we save you time, hassle, money, and effort, we provide a dedicated account manager to work closely with your team in achieving your email marketing objectives.
Forget the hassle of recruiting, hiring, and managing a niche email marketing employee. Our team is professionally trained in email marketing best practice to guide your team in achieving their digital marketing objectives, facilitating a vast proportion of the work in a professional manner, and providing guidance in achieving results and returns from your email marketing and digital communication. What more could you ask for?
In theory, generating returns from your emails should not be difficult, provided you take the right steps. We help a host of corporations achieve returns daily from email. Let us help your business be next.