Recent Blogs
- Wiltshire Farm Foods massively boost sales
- Bounce management and the perils of fat fingers
- Best practice versus what works: Let the data decide
- Email ‘is consumers’ favoured marketing channel
- Top 10 for 2010
- The hidden power of email marketing to inform multi-channel brand response
- Business Startup Community Jumps From 76% to 100% Email Acceptance Rate
- Highlights from today’s Relationship Marketing seminar
- The right customer, or just right now?
- How Sender Reputation Impacts Email Deliverability
Recent Press
- It’s full seed ahead for Database Group Interactive and Return Path
- Measuring email engagement
- Personalisation is the key to inbox ‘eyeshare’
- Renault UK drives forward with Database Group Interactive
- DbGi breaks 100 million barrier
- Why aren’t more companies suppressing their emails?
- Database Group & Designroom help Football Association win back supporters
- The Balvenie raises a glass to perfectly crafted email programme
- Relationship Marketing Seminar on Wednesday 4th November
- NEW: DbGi’s Press Kit
The hidden power of email marketing to inform multi-channel brand response
We took the strategic decision of expanding our email proposition due to its enviable performance results with existing data clients, allowing us to provide:
- Real-time behavioural based market research
- A fast and cost effective way to stay front-of-mind with existing customers
- Fast and effective acquisition, cross-sell, and retention campaigns
- With demonstrable ROI measurement
This provided a stable test-and-learn environment from which we could trial multiple marketing messages and gain the behavioural insight necessary to improve customer acquisition and retention, inform other marketing channels, AND deliver demonstrable positive ROI.
The drivers of email marketing performance match the drivers of brand response across channels:
- Relevance - just as any direct marketing promotion, unless it talks to a relevant need it is unlikely to achieve an effective result. This is a broad topic that touches on analysis to understand customer or prospect preferences and the ability to then dynamically serve relevant content into each targeted promotion.
- Exposure - across channels this will take the form of insertions, circulation, impressions, etc. With email marketing, this is about getting the message into the recipients inbox through broadcast volume, mailing frequency, and deliverability rates.
- Recognition - you will know that when you receive email from a source that you recognise, and you find the content relevant, it is far more likely to be opened. This relies on a structured programme to develop the required brand response, which can only be achieved over time.
The data and learnings gained from email as well as webanalytics, direct mail, retail data feeds, etc, can all be fed back into the central customer database for real-time fully integrated multichannel brand management. Contact us for service information or to request an email conversion audit to assess the highest ROI opportunities in your current set up.
Wiltshire Farm Foods massively boost sales
Wiltshire Farm Foods (WFF) the UK’s leading meal delivery…
Bounce management and the perils of fat fingers
As Internet Service Providers become increasingly sophisticated at detecting…
Best practice versus what works: Let the data decide
The Email Experience Council’s recent Miami conference highlighted -…
