Every business should be branding its everyday email.
Why? Because branded interactive banners and signatures on every email your business sends immediately give you a new marketing channel – one that ticks all the brand-building ‘boxes’.
Couple these with an open rate of 99% (a rate bulk emailers can only dream of!) and a click-through rate of over 15% and you are looking at a targeted and trackable marketing tool. Which, in the right hands can be used strategically to deliver your key marketing objectives, from driving web traffic to generating new leads.
But whose hands are the right hands? That’s where an experienced specialist can deliver the full potential of your brand through your everyday email.
You need an Email Account Manager…
1: To advise you what works and what doesn’t
Whilst superficially simple, everyday email presents its own specific opportunities and challenges as a marketing channel, so specialist experience of email branding is invaluable. In reviewing your campaign brief, your account manager gives you all the objectivity of an experienced ‘outsider’ with all commitment of an ‘insider’ to achieving your goals.
2: To make your campaign concept compelling
Whether adapting your existing brand creative or creating a new concept, your account manager is completely focused on you and your customers, developing email branding banner campaigns that are eye-catching, with a clear and clickable ‘call to action’.
3: To talk tech (so you don’t have to)
Confident with coding and talking ‘tech’, your account manager briefs the techies who make it all happen, never losing sight of your objectives and ensuring that you can focus on the campaign’s commercial effectiveness with no need for coding concerns.
4: To ensure campaign relevance
From the precision segmenting and targeting that email branding allows, you can automate campaigns based on a recipient’s previous engagement, to target the next banner campaign based on the topic of interest, or dynamically featuring the latest content from your blog or social media feeds.
5: To professionally promote and protect your brand
This goes way beyond the good customer service of being ‘on call’ or ensuring that your brand identity is always applied consistently. Your email account manager is effectively an extra member of your marketing team who makes it their business to understand your business inside-out – your objectives, customers, challenges and competition.
6: To measure results, make recommendations
By drilling down into your branding analytics, your account manager can report revealing customer insights, keeping you fully up-to date with how your email branding campaign is performing and can make objective recommendations based on the results.
7: To keep your email branding ahead of the curve
As with every marketing channel, email branding is constantly changing with new functional and integrative capabilities, creative possibilities and customer engagement opportunities. The email account manager’s expertise will ensure that your email branding campaign is at the front of your customer’s mind, ahead of the competition, and ahead of the curve!
Done well, email account management can prove invaluable in achieving outstanding commercial results for clients through the power of everyday business email.
To put this power into your email and to see our clients’ results, talk to the Email Account Managers at Rocketseed.