Communication via email marketing gives your company a cost effective method and therefore a reason to communicate using this medium. This is a truly measurable activity thanks to modern digital technology.
The tracking of prospects, enquiries and sales into a lead funnel via this medium is used to create a business intelligence record. This analysis is studied to help increase the likelihood of success in future mailings. We do this to ensure that marketing investment only goes to the most successful content for this marketing channel.
There are some downsides however. Project blockers include the increased use of spam filters by prospects companies, thus preventing your emails from getting through to them. Another key blocker is the increased risk of hacking data via online “Hacktivists”. These bedroom activists can cause you catastrophic downtime and results that undermine the effectiveness of your email campaigns.
A robust IT infrastructure is needed to make this a long term answer to your marketing needs.
An email marketing solution was required for the UK branch of Boll & Kirch (from Germany) called Bollfilter. That solution was needed at minimal cost due to the lack of global facilities. This was going to be one better and one cheaper than Mailchimp and the other web based “pay as you go” systems on offer.
The scoping exercise revealed a number of features that were essential to the solution to be offered. Full project requirements gathering for the set up was completed in under two weeks. A new low cost system that used a CRM database from an ERP system that could be exported to the mailing system was chosen. The rest of this case study is here.