Additional services your email provider should offer

Category: Email Marketing

The basic service of an email marketing provider is to offer a platform that allows you to manage contacts, create and send campaigns and analyse statistics. But, to achieve continuous improvement in the performance of your email marketing strategy, you will need to have other services developed by experts, such as training for your team that take into account the latest trends in the sector and best practices; audits to increase the quality of mailings and database; or the comprehensive management of campaigns designing the best strategy to maximise results.

The benefits of having your email marketing provider offer additional services are diverse. Even with personalised telephone support for day-to-day queries, it is necessary to make a more detailed and in-depth analysis of the organisation's email marketing needs, both in the short and long term. Therefore, it is very useful to be able to arrange these services directly with your provider, who already knows you and can offer you a more personalised service. This streamlines the process and allows you to have the management of all issues unified without the need to look for several external providers.

If your current platform does not have additional email marketing services to help you professionalise your mailings, adapt to changes in the industry or solve all your concerns, it's time to make the decision to switch to a provider that does.

Here are the email marketing add-on services that every provider should make available to their customers.

 

Customised email marketing training

Having a team that takes into account the latest trends and best practices in design, knows how to structure and squeeze the most out of your database, optimises your mailings and knows how to correctly analyse the results, can make your email marketing a very profitable strategy.

In order for the team to be aligned with your objectives, it is essential that they have expert training adapted to the needs of the company. Therefore, it is not enough to explain how to use the emailing tool, they must also offer you tips based on their previous knowledge, case studies applied to their tasks, specific data from your sector and notions of strategy and planning.

With the training provided by Acrelia, the email marketing skills of your team will improve thanks to its practical orientation and the results will soon be reflected in your campaigns and business.

Our trainings can delve into the different elements that make up the email marketing or be specific, such as focusing on contact management, campaign design or statistics analysis.

In Acrelia, we adapt the trainings to customise them to the level of knowledge of your team, solving any questions they may have about email marketing.

 

Contact list management and segmentation

A company's database is a key asset of great commercial value. To exploit it correctly in email marketing, expert management is necessary to make segmented and personalised mailings to the interests of each subscriber. When each subscriber receives information of their interest at the right time, mailings are more effective and conversions increase.

Being able to count on experts to help you configure your subscription forms, segments and labels for your lists will provide you with the information you need to tailor your communications to each of your subscribers.

What variables should your provider allow you to use for segmentation?

• Subscriber interaction: contacts who have opened/not opened, clicked/not clicked on a link, or opened/not opened any or a specific mailing.
• Information available in the list: fields in the opt-in form, such as name, city, type of customer, language...
• Subscription date: interesting to know and reward their loyalty and better filter what you want to communicate to them, especially at the beginning.
• Segment membership or non-segment membership: very useful for specific screening and grouping subscribers.
• Tags: with this assignment, you will be able to better understand the characteristics of your contacts.
• Acceptance/non-acceptance of the GDPR: to filter users who have previously been sent a campaign to accept the processing of their data.

 

From the initial migration at the beginning of the email marketing project to the periodic management to keep the list updated, in Acrelia we take care and protect your contact lists to be profitable for your business.

 

Template design

The look and feel of your email message are the subscriber's first impression when they open it: the design has to be professional, adapted to your corporate image and true to your values. When you do email marketing, the visual part is very important to convince subscribers to trust you, do the action you expect them to do and become loyal customers.

In addition, it is important to have several templates, depending on the type of message you want to send, for example: campaigns for product launches, informative newsletters, notices of business hour changes or holidays, notifications of service renewal, etc. And all of them must respect the corporate identity.

 

The template should be created within the same editor of the provider so that it is editable and can be duplicated. This way you can make the adaptations you need with a couple of clicks. In addition, it is essential that it is responsive and can be viewed on any type of device and reader to achieve the objectives of your email communications.

Acrelia's design team can take care of creating custom templates for your organisation, ensuring its correct display in any email manager and device. In addition, you can adapt it for each type of campaign you do with our campaign editor: insert images, write and format texts, define buttons, add QR codes, videos, links and much more.

 

Campaign management

Lack of time can mean that not enough work is put into thinking about an email campaign and managing it. In addition, a lack of specialists in this area within the communications team can mean that campaigns do not look as professional as the brand deserves or do not get the most out of them.

If you transfer the management and sending of campaigns to your email provider, both for specific occasions and for your regular campaigns, you get several advantages:

• Avoid mistakes in sending: the experience of an expert team in email marketing makes you avoid oversights that can cause your campaign to go to spam or not have the expected results.
• Save time in managing the database: working on structuring the database with the best segmentation, tagging contacts, choosing and configuring fields or customising mailings are tasks to which you should devote time to ensure that your mailings are successful.
• Convey a professional image in campaigns: help messages visually communicate brand values and reputation, for example, by using a customised domain and a template design that takes care of the corporate image.
• Increase team efficiency: let your team focus on what is really important, i.e. thinking about planning, strategy and improving communication, and let the supplier take care of the rest of the tasks.
• Improve campaign results: knowing how to interpret results and implement improvements is an important part of management that should be carried out by professionals who are aware of current trends.

Email marketing experts will plan, create and manage email campaigns, following best practices with the aim of improving results.

 

Full statistical and performance analysis

It is a common mistake to only analyse opens and clicks on email campaigns, but there is a lot of other data that needs to be reviewed in a campaign to get an accurate picture of how a campaign really went and to see what worked and what could be improved. The provider should offer a complete statistics dashboard and also share the knowledge of the different metrics to be able to squeeze the information.

In addition, your email provider should also offer a full analysis of your results. This way, key KPIs, subjects used, best sending days, optimal message frequency and cadence, industry position and campaign performance and effectiveness are considered and analysed.

 

In this type of service, proposals for improvement and being able to experiment with mailings is essential.

In Acrelia we review more than 25 indicators to know in depth the performance of campaigns and propose improvements.

 

Email marketing auditing

An audit should not only be performed when problems occur, it also works preventively because it focuses on analysing, correcting and applying best practices to the pillars that make email campaigns a success:

• Database: compliance with the RGDP is reviewed, the structure of the database and the possibility of targeted and personalised mailings to increase conversion.
• Deliverability: domain and IPs are analysed to ensure that future mailings reach the inbox.
• Design: accessibility, typography, image weight, content structure, subject and pre-header, sender and brand image, among other aspects, are checked to ensure correct visualisation and maximise results.
• Statistics: the main indicators are reviewed to propose improvements that make campaigns more effective and increase open and click-through rates.

 

 

Email verification

One way to improve the deliverability of your email marketing campaigns is to verify what type of accounts you have on your database before sending. That is why it is very practical to have a service in your email platform that detects incorrect email addresses, those that do not exist, spam traps and inactive emails, because it saves you time in the management of contacts.

 

When should you verify your contact lists?

• If it is the first time you are sending to that list
• If it has been a long time since you sent them a campaign for the last time
• If you got contacts’ emails without double opt-in confirmation
• If they are collected offline, in competitions, promotions or trade fairs
• At least once a year: approximately 15% of email addresses no longer exist

 

What are the advantages of verifying your contact lists?

As you only send to addresses that exist:

• You increase your ROI and save money on your email marketing
• You avoid your emails being classified as spam
• Your statistics are more accurate and show the real interests of your users
• You protect your reputation as a sender, preventing users in your database from receiving your mail as spam

Once you have verified your database, you will have a safe contact list that you can use for your email marketing campaigns.

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