01293 817666
segmentation
Spinal Research
- Marketing & fundraising teams take advantage of our ‘managed service’
- Micro sites inc. Big Brew event with BBC series biker Guy Martin
- HTML email templates, automated welcome & triggered campaigns
- Online event registration, just giving widget, photo gallery, live twitter feed
- Volume of event registrations and funds raised exceeded expectations
- Highly targeted emails achieved open rates as high as 89%
Background & Objectives
Spinal Research is the UK’s leading charity funding medical research around the world to develop reliable treatments for paralysis caused by a broken back or neck.
They run a number of high profile fundraising events during the year and we were asked to work with them to support their Big Brew event, involving UK biking champion Guy Martin, who recently had his own programme series on the BBC.
Tip: Segment & test based on corporate vs web based email
Quick tip:
Try segmenting and testing different send times based on corporate vs web based email clients such as gmail, windows live/hotmail etc
Resources: Is the high ROI of email making us lazy?
Resources:
Are we really driving our own marketing efforts towards one-to-one marketing communications, or is the high ROI of email marketing still making us lazy?
Resources: Segmentation and device (e.g. iPad) buyers!
Resources:
Jeanniey Mullen shares a few characteristics of device buyers and argues why you should consider them as key targets for your next e-mail campaign
Tip: Monitor open trends, then segment & send at similar times
Prospecting Email Data Lists
- Wherever possible use & grow your own internal email lists
- For specific situations, external email data may be the right option
- Take great care with regards to legal compliance and data quality
- We have established relationships with B2B, B2C & public sector data providers
- Pay no more sourcing through us, potentially pay less
We strongly advocate the use of home grown internal email lists wherever possible, as these normally outperform purchased data lists. However, in specific circumstances (such as diversification into new markets, or new business start-ups) purchasing external data may be the right thing to consider, and can be very effective.
Online Surveys
- Surveys - a great way of listening & engaging with clients, & building new contacts
- Create questionnaires, forms for feedback, download requests, event registration & data capture etc
- We can provide a design & build service, based on best practice
- Automatic, real-time population of response data into mailing lists/address books
- Analysis down to an individual recipient level, results downloadable (CSV & XML)
- Fully branded, customisable and no web design or programming skills needed
We all recognise the importance of regularly engaging with our existing prospects and clients, as well as generating new contacts to grow our database. Online surveys are a very effective tool for this, helping organisations to listen and deepen their knowledge and understanding of their client’s needs.
Resources: When they buy, it’s just the start…
Resources:
Think of an initial purchase as the first step in a relationship that can produce additional sales, good will and high engagement levels. Read the article…
Click here for more Email Marketing resources inc. videos, bookmarks, tips, polls etc
