The Brafton Approach to Email Marketing Strategy
At Brafton, all email marketing is targeted email marketing. That’s because we work as an extension of your digital 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 subscriber contacts, when to send it and how to measure success.
Our end-to-end email marketing capabilities look something like this:
Develop personas for your
Create relevant content that will help you build out your email lists.
Optimise 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.
Our Email Marketing Services
We know a one-size-fits-all approach simply doesn’t work with careful email marketing. Our wide range of email marketing services lets you build your campaign with intention and care.
Our email marketing services include:
Building Email Lists
Before you can deliver targeted emails, you need to capture the email addresses of prospective clients based on each specific buyer persona. 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 and opt-in forms.
- UX audits and site design.
- And more.
Email Newsletter Content
Email newsletters outperform all other types of lead-nurture content – both for B2B and B2C marketers. They’re a welcome, non-intrusive way to engage leads and get them back on your site to review your latest and greatest blog posts, eBooks, white papers and other content.
At Brafton, we can help you capture more emails using organic content marketing methods, segment your lists of recipients, select which content to promote through your email newsletter, create the written and visual content in the actual newsletters and automate send times. We make sure that your email templates are mobile friendly, and we measure success with KPIs such as:
- Email deliverability.
- Open rates.
- Click-through rates.
- Conversion rates.
Finally we apply what we’ve learnt toward further optimising email newsletter performance.
Email Template and Design
Email content is important, but the fact is, it’s the design that will hold readers’ attention. Our team of expert graphic designers will design email templates that reflect your brand style, including custom colours, fonts and iconography.
Our graphics team creates beautiful email design templates for:
- Email newsletters.
- Transactional emails.
- Promotional emails.
- Welcome emails.
- Cart abandonment emails.
- Sales emails.
- And more.
Email list segmentation is
the beating heart of targeted
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 maximise email deliverability and minimise 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.
- Cart 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 is the beating heart of targeted email marketing.
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 drip campaigns.
- Setting up trigger-based email campaigns.
- 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, organised 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 maximise results.
- Measure the outcomes of the campaign and adjust accordingly.
Lead Nurturing Emails
Newsletters and drip campaigns aren’t the only ways to curate a highly personalised 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 personalised sales emails that will convert at the last mile of your email marketing campaigns.
Work With Our Team of Expert 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.
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