Email branding alchemy for agencies: 5 golden rules

Why Email Branding ‘Alchemy’?

In their ceaseless search for shiny new marketing channels to promote their clients, many marketing agencies are overlooking a truly ‘golden’ oldie – their clients’ everyday employee email.

Because when it comes to achieving effective engagement, email branding can transform dull everyday employee emails – through the power of professional email signatures and interactive banner campaigns – into 24-carat marketing gold.

After all, every email your clients’ employees send is a personal communication that represents a golden opportunity for brand-building, up-selling, cross-selling and more – converting email contacts into customers.

Here’s our 5 golden rules. Let the email branding alchemy begin…

1. Brand all emails

Well-designed email signatures and interactive banners with clickable links are brilliant ways to combine creative, consistent branding and marketing campaign messaging into a trusted mode of communication – to a captive and willing audience.

And design makes all the difference. So to get the perfectly polished professional look that your clients expect, keep your campaign creative in line with our best email signature and banner design guidelines and your design will shine!

2. Personalise all emails

It’s difficult to craft truly personalised messages in ‘batch & blast’ email marketing campaigns for the simple reason that they aren’t personal. That’s why employee emails are so valuable – they’re written one at a time to a single person.

Over 95% of these emails are opened, compared with a low proportion of direct marketing emails. Branded communication in personalised emails consistently results in click-through rates 5-7 times higher than traditional digital marketing campaigns.

3. Target all emails

Maximise the marketing power of employee emails by creating a range of messages and links that can be used depending on the target recipient’s previous inquiries, purchases and demographic profile.

Segment your clients’ email contacts and precision-target every segment or individual – alert them to new products and promotional offers, invite them to events and keep them up to date with all your clients’ news. And also be sure to link to social media channels to encourage customers to engage with your clients’ brands on their own social networks.

4. Make all emails clickable

Beware! Your email alchemy will never work if you ignore this nugget of wisdom: Always include a clear call-to-action! A clear and compelling call-to-action (CTA) is the golden key to click-through and conversion.

But – as with all alchemy – there’s room for experiment. We’ve experimented with shapes, sizes, colours and copy in a quest for the CTA that captures the most clicks. Click here to find out more.

5. Look and learn

Use employee emails to test advertising, branding and messaging on a small engaged sample before rolling out a mass marketing campaign for your clients.

Of course, to get this precious information you need an email branding solution with excellent reporting and analytics capabilities. And with real-time click alerts you can immediately see exactly which messages engage recipients and make them respond. It’s a great way to understand exactly what your clients’ customers want.

Expert email branding – from professional email signature software to full campaign services – can fully leverage the power of employee emails for your clients.

So to turn your clients’ emails into marketing gold, talk to the expert email branding alchemists. Find out how Rocketseed can help your agency generate more leads and drive mores sales for your clients. Download the eBook “Extend the Life of Your Marketing Campaigns” here

Robyn Woods-Child |  Managing Director

Connect with Robyn on LinkedIn

Uncover the hidden gem that has minimum input, but maximum impact

Like a treasure hunt, marketers are constantly looking for the hidden-treasure box that contains the secret towards increased-outreach for their clients business. Every marketer’s dream is to find that channel that can make their business more visible, stand-out from the competition, and generate high-quality leads.

They say that the apple doesn’t fall far from the tree. Indeed, the solution that most marketers are looking for lies in a communication-channel that they use every day, without realising it. The secret recipe lies in your emails.

Emails are the steak that is waiting to be grilled

Similar to a barbecue where hungry guests are eagerly waiting for the steak to be prepared, emails represent an exciting raw opportunity that needs to be slightly-tweaked to become a marketing powerhouse.

On average, every business send 120 emails per day. Think about that for a second. Those are 120 opportunities for you to spread your message and increase your brand awareness to customers.

What if we could slightly-tweak your emails to become conveyor belts for your company’s message? Would that put some sizzle in your steak?

Email branding is the map to the Treasure Island

Because your business already uses emails to interact with customers on a daily-basis, branding your emails is the secret strategy that can breathe life into your marketing campaigns. The use of attractive email banners, signatures and newsletters turns your emails from a simple business communication channel to a marketing powerhouse.

Branded emails allow you to personalise your message to potential leads, generate and nurture new leads, and finally convert them to loyal customers.

Rocketseed is the key to the treasure box

Now that you found where the treasure is located (email branding), you need the key to open the box. Rocketseed software provides an easy and efficient solution for branding your emails and delivering them to your recipients in the right format. The software converts every email into a marketing tool by attaching a banner and a signature within every email that you send.  It is a minimum input but maximum impact strategy for extending the life and reach of your marketing campaigns. With Rocketseed, you can achieve personalised, high quality branded email messages through a simple and efficient setup process.

And the marketing agency can provide that key

Are your clients looking for greater ROI on their marketing efforts? Your agency can offer them the ultimate solution for boosting visibility, brand awareness and converting more leads into customers.

Download the Extend the life of your campaigns eBook here to find out how!

Robyn Woods-Child |  Managing Director

Connect with Robyn on LinkedIn

Can email branding really increase the ROI for your business?

The power of everyday email

Think how many emails each employee in your company sends each and every day. To customers, prospects, suppliers and partners. People who already know your company and open the email as they know the sender. Open rates in excess of 90%. Compare this to the results we’re seeing with blast email marketing.  It’s chalk and cheese!

With Email branding, your message gets there

The inboxes of your customers are as noisy as a kindergarten class. They are receiving emails on a daily basis from social media, your competitors, and other websites. Branded emails can help your business stand out from the competition. Using beautifully designed banners and signatures to spread your message is an effective way of getting higher click-through rates, delivering your message, and increasing ROI.

In fact, branded emails have been shown to increase open and click-through rates by as much as 42%. Need to deliver your message? Brand your email.

Branded emails are a magnet for lead nurturing

In much the same way as a magnet attracts the North and South poles, branded emails bring together businesses and their customers. They allow customers to find out more about your company, its values and stories as well as its products and services. It allows your customers to move further along their own personal buyer’s journey.

Now that email branding has facilitated the engagement of leads with your client’s products and services, it brings their customers a step closer for them to consider large and timely purchases. Branded emails that contain targeted and relevant content will be highly consumed by your potential leads.

Branded emails equals more customers

Because your leads are better educated and engaging in content that is highly relevant companies are experiencing higher click through rates which means more leads end up being converted into customers, and more customers end up making purchases. Did someone say ROI? We have your ROI right here.

An effective email branding strategy coupled with high quality content can significantly increase the ROI for your business.

The marketing agency viewpoint

Are clients breathing down your neck about how to increase ROI on their marketing efforts? Are you looking for a way to create more traffic to their sites and landing pages?

The good news is that you can help them take their marketing strategy to the next level without significant cost, complexity or more work for your agency.

Download our latest ebook; Extend the life of your campaigns here to find out how.

Robyn Woods-Child |  Managing Director

Connect with Robyn on LinkedIn

Embedded v’s Referenced

Are your images being seen? Embedded v’s referenced.

Some email marketing providers handle images in ways that can harm the appearance of your email. When such tools are used, some recipients never see the full impact of your email marketing campaigns. Luckily, this can be easily prevented…

Why would I use images in my email?

Email signatures that include images have far greater impact than ones that consist only of text.  The impact is even greater with an added email banner to reinforce brand consistency, whilst upselling latest products or services, using a compelling call to action to drive traffic to your website.  For the reputation of your brand, its key these images display correctly to look professional.  So here’s the juicy part…

How are these images delivered and displayed?

Images can either be referenced or embedded.

Embedded images display with the email body, as soon as the email is opened; the images are visible without the need to click ‘download to view images’.  As simple as that.  Alternately, images can be referenced, which means the email message will contain links to images that are hosted on a webpage.   Referenced images are not immediately visible whilst reading an email; they must be downloaded separately, which isn’t ideal.

Many email marketing providers only apply referenced images.  This enables them to detect when an email has been opened by the receiver, by knowing the image was downloaded.

The downside to referenced images

By default, most email programs, such as Outlook or Gmail do not display referenced images. Depending on the recipient’s email settings, a blank space or a small red X may appear in your logo, image or photo. Signatures look disrupted and email banners may disappear entirely.

A recommendation from the experts…

Our email marketing experts recommend having more control over your image display and delivery, by embedding images. By default, Rocketseed embed all images within your everyday email.

Our email branding tool can supply a read alert, if you would like to know when the message has been opened.  We use a single referenced image to detect when your mail was opened; all other images remain embedded, so no harm to the visibility of your email branding.

Ask your Account Manager for more information on how we can protect and enhance your brand.

mitch

Mitchell Talisman | VP Engineering

Connect with Mitchell on LinkedIn here

Technical Questions I’m Asked Daily…

Difficulties our clients have in using everyday email for branding and signatures and how Rocketseed helps them

We pride ourselves on the service that we give to our customers and we aim to grow our product offering off the back of customer feedback. In the essence of listening to our customers, we thought we would bring a 3 part mini-series to our blog, helping readers understand some technical and security questions that we face daily.

Queries range from implementation through to the most minute detail you can imagine! However, as always our customers’ needs vary, across email branding, signatures or newsletters….we accommodate the best we can. If you have questions of your own, feel free to contact us!

Q1. Can Rocketseed help me with everyday email branding and is it safe?

There are two parts to this question, and the first is a nice and simple YES! We eat breath and sleep email branding and this is the crux of our product offering.

Our company motto is “Our world is email”, therefore it is in our best interests to ensure that emails are delivered quickly, efficiently and consistently branded, otherwise we would be out of business!

In summary:

  • Monitoring & penetration testing tools (such as Zabbix & BURP) ensure that all emails that pass through our relays to the correct destination in the shortest possible time ensuring server health and scanning.
  • We only allow authenticated clients to access our systems and can quickly feedback any digital health issues that our clients are having, sometimes they aren’t even aware!
  • From the IT department’s perspective, Rocketseed is helpful as we constantly check that emails are being processed and delivered efficiently, one less thing for them to worry about!

Q2. Is Rocketseed affected by spam barriers? And how does the technical aspect help me?

We love this question! No. Our email branding improves the legitimacy of such messages when it comes to recipient spam filters and so we help to eliminate false positives.

‘Email branding’ when applied along with other techniques, ensures that messages are always delivered into the recipients Inbox as intended. A huge help for businesses.

Q3. Should I worry about hosting? What are the implications of cloud versus hosted and security?

A3. We try to apply as much flexibility for our clients as possible, by hosting within our own private cloud and also behind our clients firewalls, we have a hosting mechanism to suit all needs.

Our existing clients periodically run penetration tests against us for assurance purposes and best practice, reinforcing the security and integrity we demonstrate. We always welcome and encourage such tests.

In summary, systems security is a large topic in itself and one that we hold as an absolute priority. We monitor all the relevant security announcements and have several server hardening techniques that form part of our standard build process for our customers. For additional measure, we maintain our own software repository to ensure that all systems are patched with the same versions of each software package to guarantee resilience.

Oliver Howe DMA Judge

Oliver Howe  |  IT Director

Connect with Oliver on LinkedIn here

Damian takes New York

Rocketseed’s CEO, Damian Hamp-Adams, recently went stateside for a whirlwind week of New York networking, Chicago schmoozing and transatlantic ‘tech-ambassadoring’ with the Mayor of London’s Go To Grow international business programme.

Read his diary of one adrenalin-packed day (‘American Psycho Monday’) spent brainstorming with the brightest and best of the Big Apple’s tech sector, featuring in Fortune, and braving the bulls, bears and billions of the NYSE.

From the caffeine kick-start to the closing bell, Damian’s drama-filled day shows that, when it comes to transatlantic tech, #LondonIsOpen for business.

Read the full post here.

Rocketseed is off to the States with the London Mayor

We’re all very excited at Rocketseed HQ as CEO, Damian Hamp Adams is off on a trade mission to New York and Chicago with the London Mayor, Sadiq Khan! Earlier this year we were chosen as one of 52 London scale-ups to join the second cohort of The Mayor’s International Business Programme. It’s a 12-month programme that supports high-growth businesses reach their ambitions. As part of the programme, we’ve been invited to take part in this trade mission.

It’s led by the Mayor’s International Business Programme and London & Partners and will help Rocketseed identify partnerships and to explore business opportunities in the US. Damian is going to be across the pond for a week and will be meeting with senior tech executives at established brands, go to roundtables to discuss topics around business and tech, as well going to networking events and investor pitching events in both New York and Chicago.

Talking about the trip, Mayor of London Sadiq Khan said, “London’s is one of the most vibrant and diverse places in the world to start and grow a technology business. These high growth companies have the potential to become the next global tech giants and I am delighted that they will join me in showing the world that London is open to talent, business and collaborations.”

It’s a great opportunity for Rocketseed as we continue to grow and expand into the States. We’re delighted that we can be part of it and can’t wait to hear all about it on Damians return. In the meantime keep update updated by searching #LondonIsOpen

How Can We Make Email Fashionable Again?

“Ooh look! My sexy new email campaign,” said no-one, ever. We might not be talking about it but we are doing it. According to the DMA* 92% of us still use email as ‘the bedrock’ of our marketing programmes. But somehow it’s lost its pizazz in favour of the new kids on the shiny social media block. How can we make email fashionable again?

Great results are always in style and email campaigns still generate higher responses than their trendier social sisters. By chasing better response rates, content quality and relevance are falling as some companies abandon email best practise. A recent article in Marketing Week suggests that people opt in to marketing communications from 80% of the brands they interact with regularly but only read 20% of the emails they receive.

With its low price tag, bulk personalisation ability and easy transition to mobile, email marketing has long been the new black. However, over-frequency has fatigued our audiences and bulk email blindness has set in. Customers begin not to ‘see’ messages coming in, hence lower open and click through rates. We’ve persevered, tried to find ways to cut through the competition and given our marketing emails a coat of many colours. But what about our everyday email? Frankly, our daily business communication remains positively naked!

Nude is rude as far as some top UK brands are concerned. The Ritz, Leyton Orient FC and the British Red Cross are dressing up their everyday business email and are getting better results by displaying perfectly branded, interactive messages with every communication. And let’s face it, building brand awareness never goes out of fashion. With the right resources it’s an area where Social Media is made-to-measure, though another finding from the DMA report suggests that email budgets are a bit more ready-to-wear. Whether you’ve got deep pockets or not, the opportunities to clothe your naked, everyday business emails are too good to miss. Email branding is the new way to improve brand awareness and get heads turning.

Click here for more information on how to have the best dressed emails in business!

Direct Marketing Association Study

Do You Trust your Vendor’s Email Click Rates?

Like Rocketseed, many of our competitors can report each time a recipient clicks on the hyperlinks added to email messages. Depending on how this is done, the actual click-through rates might not be as impressive as those reported by the email marketing tool. Read on to find out why…

One of the most powerful features of email marketing software is the ability to add graphical banners to each outbound email sent by your employees. These banners can contain hyperlinks that take visitors to landing pages on your web site that promote products, notify about upcoming events or otherwise strengthen your brand. Banner campaigns can be tailored to individuals, groups and entire companies.

The added marketing content can be configured to generate alerts whenever a receiver of a branded email clicks on a tracked hyperlink. The sender of the email, your sales team, or others can be notified in real time whenever this happens. In addition, reports are available to show which banners and campaigns are receiving the most responses.

The problem is caused by automated mail scanner software. In recent years a number of products have been launched to protect customers’ inboxes from malicious emails. These tools visit every hyperlink within each inbound email to make sure the links are safe to click. This is sometimes offered in addition to the basic antivirus practice of scanning each email attachment for malware. As more individuals employ such tools this can affect your email marketing results.

Most tools fail to distinguish the automated clicks generated by robotic scanners from real clicks by actual human readers of your email. The result is inflated click-through rates. Every mail sent to users of these scanners will appear to have had each link visited, even though the recipient never saw the linked content. In some cases, as many as one half of all reported clicks on email marketing material are generated by robots rather than by humans.

Rocketseed actively detects this behaviour and eliminates it from real-time click alerts and reporting data. As new sources of robotic clicks are detected we update our software to filter out the fakes. Does your email marketing vendor do the same?

If you are looking for the most accurate and reliable insights into your customers’ behaviour be sure to use a tool that provides meaningful, believable results. To truly determine which campaigns are having the most impact use a tool that filters out the noise. Contact your local Rocketseed sales representative to learn more

7 Reasons Why You Need A Dedicated Account Manager

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.