Succesful e-mail marketing campaigns: an approach that works


Create more succesfull e-mail marketing campaigns and increase productivity of the marketing team

Succesful e-mail marketing campaigns: an approach that works

An essential part of e-mail marketing strategy is adoption by the e-mail marketing team. A campaign-based approach helps e-mail marketeers to structure work, plan their tasks, and measure results.

A right way of working in e-mail marketing campaigns that your team gets more work done and is in control! In this article, we will discuss some basic principles of e-mail marketing campaigns and show how they are included in the software Basedriver.

This article is also available in Dutch

One-off and ongoing e-mail marketing campaigns

E-mail marketing campaigns consist of a series of contact moments with clients. A campaign can be ongoing or one-off.

An example of an ongoing campaign is a welcome campaign, in which all new clients are approached. It could also be a retention campaign for people whose subscription will expire.

An example of a one-off campaign (ad hoc) is a Mother’s Day campaign, in which all fathers are approached to buy a gift.

What is an e-mail marketing campaign

A campaign is essentially a good way to organise the various activities associated with marketing communications. A campaign can have of a briefing, you can form a team for large campaigns, you can plan tasks for the campaign. Off course, a campaign can consist of one or more e-mailings.

If you work with multiple departments (such as design, database management, online, etc.), it is important that everyone knows what is needed at what time. So always make sure there is one place where marketeers can share their campaign information.

A campaign also makes it easier to report to the management. You can define objectives, set budgets, and report results on the marketing campaign.

If you organize these things separately for each e-mail, it soon becomes a cluttered and unnecessary amount of work.

Contact pressure with e-mail marketing campaigns

Working with e-mail marketing campaigns involves a risk: based on the marketers wishes,  some customers can get a lot of communication (they are overloaded), while other groups receive nothing at all (they are overlooked).

To manage that, it is advised to work with contact pressure. Contact pressure is a set of business rules that make sure the client does not get too much or too little communication.

In Basedriver this is managed by assigning a maximum number of contact points to each client profile.

For example, a customer has 100 contact points in a week. Every contact moment automatically receives a number of contact points. A service mail is can be 0 points, a commercial mail can be 50 points, and a calamity is 100 points. The number of points determines how much communication can be planned for a person within the marketing campaign.

E-mail marketing campaign priority

Campaigns represent the wishes of the marketeer (‘I want to approach everyone who meets this criteria’). The contact pressure represents the maximum amount of contact moments for a client.

But what if two e-mail marketing campaigns want to approach that one client at the same time? To manage that situation, it is important that each campaign gets a priority.

Service oriented campaigns could the highest priority followed by the most valuable marketing campaigns. In this way, you make sure that the most important campaign reaches the client.

Contact planning for e-mail marketing campaigns

With the help of campaigns, contact pressure, priority, and data in the client profile, it is possible to create a personal campaign planning for each individual recipient. In Basedriver this is called the ‘contact planning’. For each client, you can individually determine which order of contact moments is most relevant, given his profile at that time.

Using selections and queries in e-mail marketing campaigns

When you work with a contact planning, the way you make selections for for e-mail marketing campaigns also changes. The regular approach is to make selections per campaign and sent them to the sales channel (mail, call center, etc.).

In Basedriver, we select periodically (e.g. every hour) everybody from the contact planning who has to receive a certain message through a certain channel. People will receive the campaign at a time that fits their personal contact planning.

Contact history of campaigns

Essential for improving e-mail marketing campaigns is the contact history. Did people open, click or buy an e-mail? Have people been reached by the call center? Did they perhaps unsubscribe?

Once a contact moment has been sent, it is necessary to add this to the client’s contact history. It is then possible to enrich that contact history with the response.

Campaigns are embedded in the way marketeers work. They are really useful tool to organize work! However, working with campaigns also has some disadvantages. The more campaigns you sent, the more complex your selections will be. In that case, using the personal contact planning is the way to go.

A primary functionality of Basedriver is the automation of selections based on contact planning, priority, and contact pressure. As a result, marketing teams and database managers spend less time on creating lists and customers receive more personal and relevant e-mail marketing campaigns.

Do you want more information about e-mail marketing campaigns?

E-mail marketing is an essential part of the marketing mix for subscriptions. Basedriver is email marketing software specifically designed for this challenge. For example for automatically approaching unsubscribers, sending personal newsletters or automating campaigns. We make sure that you generate more visitors from e-mail marketing and that you can recognize those visitors on the website.

Would you like to know more about e-mail marketing with Basedriver? Please contact us for a personal demonstration.

This post is also available in: Nederlands (Dutch)