Audience-First Email Marketing
At Brafton, all email marketing is targeted email marketing. That’s because we work as an
extension of your marketing team to understand your target audiences, and further refine
them into specific reader and buyer personas.
We structure email marketing campaigns around what we know about your targeted
audiences, and what actions we want them to take. Information such as CRM data,
website interactions, prior campaign activity, recent purchases, location data and
customer feedback helps us determine what content to send to which contacts, when to
send it and how to measure success.
Our end-to-end email marketing capabilities look something like this:
Create website content that will
help you build out your email lists.
Optimize your opt-in forms.
Segment your audiences and email addresses.
Devise a campaign.
Craft compelling email copy.
Create polished, responsive email templates.
Conduct A/B testing with real prospects and customer data.
The result: More sales-qualified leads in less time.
Email Best Practices
With Brafton, the focus of your email marketing campaign is aimed at your target audience. Our email solutions offer your audience the information they truly want, exactly when they need it. This customer-first mindset is behind every piece of copy we create for your business, and drives our content creation and marketing automation processes.
Building Email Lists
Before you can deliver personalized email content, you need to capture user emails. And there’s no better way to build new leads than with data-driven content marketing.
That’s why our strategists and consultants work directly with our creative teams to create content for your website that will help you convert visitors into subscribers:
- Blog posts.
- Conversion landing page copy.
- Gated assets such as eBooks, white papers, case studies and infographics.
- Calls-to-action such as opt-in forms.
- UX audits and site design.
Email List Segmentation
Email list segmentation is the beating heart of targeted email marketing. Our strategists leverage leading email marketing software such as Pardot, Marketo, Hubspot, Mailchimp, Sendinblue and more to create precisely segmented email lists. We can also help manage your email database to maximize email deliverability and minimize bounce rates.
Lists can be segmented based on factors such as:
- Job title.
- New subscribers.
- Prior email campaign engagements.
- Website activity.
- Download history.
- Purchase history.
- Event and/or webinar attendance.
- Membership status.
- Card abandonment.
- Type of email account (e.g., business vs. personal).
- Business type.
- Birthday (if you want to add a personal touch).
- Much, much more.
Some of these factors will matter more to some brands than others, depending on their industry, customer base and other variables. The key to successful targeted email marketing is to thoughtfully segment lists, and decide which of those lists to include in which campaigns — or alternatively, how you’ll build campaigns out for specific lists.
Succeed, and you’ll see greater open rates, higher click-through rates, more conversions and fewer opt-out emails.
Email list segmentation os
the beating heart of targeted
Setting Up a Campaign
Now that you’ve identified the reach and target audience of your email marketing campaign, it’s time to begin. Brafton crafts email copy designed to capture the attention of your audience, with a clear message and call to action.
Once your content is ready and formatted to our polished email templates, we conduct A/B testing to ensure timely delivery and effective monitoring of open rates, engagement and conversion.
Let’s take a look at the strategies your business can employ to communicate effectively with your audience:
Marketing automation makes it easy to automatically assign certain campaigns to specific email lists and vice versa.
At Brafton, we can help set you up with marketing automation on platforms such as Hubspot, Marketo, Mailchimp and others. From there, we can take the reins on your email automation efforts including, but not limited to:
- Scheduling the delivery of email newsletters.
- Automating welcome emails for new subscribers.
- Sending out transaction emails and account updates.
- Setting up content delivery emails for when a user downloads a gated asset.
- Configuring email remarketing efforts.
- Creating email automation drip campaigns.
- Setting up trigger-based email campaigns.
- Developing a schedule for automated email distribution.
- Helping manage campaigns across other channels such as social media.
Drip campaigns take targeted email marketing to a new level. Pre-written emails are scheduled for delivery to specific recipient lists. The response to those emails – opened, opened and scrolled through, clicked, didn’t open, responded, downloaded the asset being promoted in the email, etc. – determine what email is sent next.
Think of email drip campaigns as an episodic, organized and automated form of targeted lead nurturing in which there is a well-defined end goal. That goal is usually to guide the lead on a path to eventually scheduling a demo with your business. To help you reach this finish line, Brafton email marketing strategists work with our agency writers, designers and consultants to:
- Create the email content and format it in a template.
- Map out the drip campaign based on the triggers.
- Determine which actions the user should take in each email.
- Orchestrate the timing of each message to maximize results.
- Measure the outcomes of the campaign and adjust accordingly.
Newsletters are a great way to engage with current and prospective customers and can be an effective marketing tool. Brafton provides the technical and creative resources necessary to keep your target audience aware of the latest offerings from your business.
We’ll help you grow a newsletter list of engaged, qualified prospects through amazing content and strategically implemented lead generation tactics. Your email newsletter will be delivered at predetermined intervals, in order to build brand awareness and increase engagement.
Lead Nurturing Emails
Newsletters and drip campaigns aren’t the only ways to curate a highly personalized lead-nurturing experience.
The opportunistic email marketer is always on the lookout for opportunities to use a growing content library, limited-time-only offerings and special events to engage leads without alienating them. Using email marketing software, we can help you craft one-off lead-nurturing emails to support your other marketing initiatives:
- New asset launches.
- Free score cards or reports.
- Notification system that tells leads when a product or service they’ve shown interest in goes on sale.
- Free consultations.
- Seasonal promotions.
- Event announcements and invitations.
- Product launches.
- New webinar promotions.
- Much more.
The eventual goal of any targeted email marketing campaign is to schedule a product demo with a lead. Our strategists, consultants, writers and designers deliver email marketing services that work up to this final stage.
Once the time comes for the demo request or the hard sell, we can also put our lead generation gurus to work for you to help craft personalized sales emails that will convert at the last mile of your email marketing campaigns.
Benefits of an Email Campaign
Why should your business look to Brafton for email marketing services? There are many benefits associated with focused content campaigns:
- There are currently 4 billion email users worldwide.
- The average revenue generated from email campaigns is $42 for every dollar spent.
- Email marketing is one of the most effective channels for customer retention.
Email marketing campaigns are valuable tools for businesses looking to get the word out about upcoming offerings to a targeted audience. Selecting an end-to-end solution service provider like Brafton will yield quantifiable results, all tracked via our campaign monitoring systems to ensure your message gets to the right audience.
Why Email Marketing Services Work
Whether you’re looking to increase brand awareness, grow your website traffic, generate leads or inform your audience about upcoming products and services, Brafton is here to help.
Our email marketing consulting service provides the guidance, tools and assistance you need in order to create comprehensive marketing campaigns. Our data-driven analytics help you understand the effectiveness of your marketing, and reveal the client acquisition, engagement and conversion rates for each of your published campaigns.
Work With Our Team of Dead-Eye Digital Marketers
Precision is our proficiency at Brafton. We work directly with your brand to refine your targeted audience, take aim and launch highly successful data-driven email marketing campaigns.
From small businesses to multinational corporations, Brafton is an email marketing service provider that has helped create powerful content solutions that speak to subscribers and leads alike.