ATLANTA, November 30, 2006 - Demonstrating returns on investment - that's what it is all about for marketing agencies across the country. However, for Dallas-based E-marketing Strategies, simply demonstrating results is not enough. Its goal is to present clients with vivid, in-depth and highly detailed campaign analysis.
"People want to see the numbers," explained President Mona Belcher. "Many clients initially think email is easy and that anyone can do it. It can take some effort to move them to implement best practices that can really enhance results."
For example, one of E-marketing Strategies clients, Fossil Rim Wildlife Center, located just outside the Dallas/Fort Worth Metroplex, had a successful yet limited e-newsletter program with only a few thousand subscribers. The agency wanted to help increase its subscriber database and convert subscribers into park visitors.
"We wanted to incorporate dynamic content and event-driven lifecycle marketing to create more sophisticated email marketing programs," Belcher explained. "We needed to be able to generate specific metrics and in-depth reports in order to empirically detail campaign results to show the value of making such changes."
It didn't take long for Fossil Rim to understand the importance of handing over its trust and support to a third party to develop a long-term, ongoing strategy for its customer communication program. The numbers told a compelling story.
"When a Silverpop client like E-marketing Strategies can offer its clients the ability to evaluate a campaign in real-time, demonstrating exactly what is working and what is not, and easily make adjustments as needed, that's a very powerful and convincing selling point," said Elaine O'Gorman, Silverpop vice president for strategy.
Once it received buy-in from its client, E-marketing Strategies began by scrubbing the existing thousand-recipient database. "We tackled this by sending a ‘thank you for your support' message and invited Fossil Rim members to become newsletter subscribers," Belcher said.
With a new personalized and interactive welcome message for its new e-newsletter subscribers, Fossil Rim was able to establish a relationship and a voice with its subscribers and give them an idea of what to expect from the e-newsletter.
"Email and e-newsletters have a number of roles in the marketing mix - they are branding vehicles, direct response vehicles, and even alert vehicles. Therefore its extremely important to present a clear identity to recipients," O'Gorman said.
E-marketing Strategies utilized Silverpop's robust reporting capabilities to track link activity and determine which links were getting the most clicks and which were under-performing. As a result, Fossil Rim was able to reduce the number of links to avoid confusing new subscribers, and focus on the links that provided value to recipients and drove conversions.
"With the data and analysis we can pull from Silverpop, we can create campaigns that produce huge results and show clients exactly what kind of returns they are getting," said Belcher.
And, huge results are just what E-marketing Strategies has provided for Fossil Rim. Opt-ins for its e-newsletter doubled, open rates regularly hit 80 percent and click-through rates are as high as 70 percent. In fact, E-marketing Strategies' campaign for Fossil Rim has been so successful that its e-newsletter now grows consistently by 300 subscribers a month.
E-marketing Strategies has been so successful in gaining results for its clients that it recently received the Dallas-Fort Worth Interactive Marketing Association's "Outstanding Interactive Marketer of the Year Award" and was also recognized for excellence by MarketingSherpa.
Silverpop is a leading provider of permission-based email marketing solutions, strategy and services, with offices throughout the United States and in the United Kingdom. For the last three years in a row, Silverpop has been given one of the highest scores in its category in JupiterResearch's annual analysis of ESPs. In fact, Silverpop is the only company that has consistently appeared as one of the top five enterprise-oriented ESPs each of the last four years.
Silverpop helps marketers cultivate and maintain long-term strategic relationships with customers and partners by maximizing the potential of email as a relationship tool. Its flexible service model allows marketers to choose from full service or ASP and easily move between the two, making it an ideal solution for any stage of an email program. Silverpop provides email marketing to industry leading companies including Fossil, The Bombay Company, British Sky Broadcasting, Weather.com and more. Best practices and white papers are available at www.silverpop.com.
About E-marketing Strategies
In addition to Fossil Rim, e-Marketing Strategies manages successful campaigns for Treetops International School, Sweeney Media Group, Snell Motor Companies/Land Rover centres and MMA Associates. Founded in 2003, by Mona Belcher, e-Marketing Strategies specializes in design and development of effective Web sites and email marketing solutions. More information is available at