Email Marketing Services
Get the right response & grow your business
Maximising returns from your Email marketing campaign requires expertise, a solid strategy and knowledge of best practices. Every company has unique marketing objectives and challenges and needs personalised advice on getting the most out of their eMail campaign.
Based on your specific needs, B2B Lead Agency will provide flexible consulting services to launch, manage, and improve your eMail marketing programme. Whether you need help launching a new eMail marketing campaign, analysing your messaging and design or training on best practices, B2B Lead Agency can arm you with the right strategy and tools to improve results and help you reach the next level in eMail marketing.
Please expand the areas of interest below:
One-off Recommendations
Do you have one area of your campaign that you just cannot get right? Or need advice on optimising your personalisation strategy? Rather than choosing a complete full service programme, you can simply access our professional services team as needed – perhaps just to analyse design and format; a potential deliverability issue; approaches to personalisation; or analysis of recent message results.
Deliverables
- Review of findings via phone/web conference
- Price from £240 (includes 2 hours) additional hours charged @ £120 per hour
Planning & Launch
Launching your first eMail marketing campaign is both very exciting – and potentially a little daunting. What format should we use; how should we segment our list; how do we code the HTML; when should we send it out; which variables should we test; etc? This service package continues where your eMail broadcast application training leaves off and includes:
- Best practice resources
- Initial campaign launch assistance
- List set up assistance
- HTML and text message review for known rendering challenges
- Help with using enhancers (view online, profile update, unsubscribe)
- Quality review prior to mailing
- Follow up call to explain reporting
- Initial discovery call/meeting with consultant
- Digital consultant and project management resource where require
- Designers and programmers where required
- Online eMail broadcast tools where required
- eMail data lists rental, uploading and cleansing where required
- Campaign , tracking, reporting and post campaign review and analysis
- PowerPoint presentation with findings, analysis, samples, and recommendations
- Price from £480. Additional hours range from £75 to £120 per hour
HTML Template Design
B2B Lead Agency has several years experience in creating effective HTML templates for use within any eMail broadcast application. B2B Lead Agency will review your existing HTML message creative, strategy and results to help you generate the highest possible delivery and results to maximise your ROI. B2B Lead Agency offer the following:
- Review of current HTML and text messages
- HTML and text messages creation to include:
– Overall design and format: length, readability, brand consistency, font, colours, etc.
– W3C compliance
– HTML rendering in 35 eMail clients/environments
– Use of navigation
– Rendering and design for preview panes and blocked images environments
– EMEA – Data Privacy USA – CAN-SPAM Act compliance
– Use of an administrative footer and/or functionality (address used, profile update, referral, etc.)
– Proper use of links
– From name and address
– Sample subject line styles
– Copy style
Deliverables
- Price from £475 subject to requirements, additional hours £75 – per hour
- HTML and Text Template
- Follow up call to inspect changes
Email Marketing Programme Review
Pre- or Post-Launch with B2B Lead Agency
Need a strategic review of your entire eMail marketing platform? A thorough review of your current eMail marketing programme in the following areas can help you identify areas for improvement and best steps for moving forward:
Strategic Email Marketing Services
- Online marketing programme goal definition
- Customer contact strategy definition
- Segmentation analysis
- Campaign strategy, analysis and optimization
- HTML and Text Messages
- Overall design and format: length, readability, brand consistency, font, colours, etc.
- W3C compliance
- HTML rendering in 35 eMail clients/environments
- Use of navigation
- Rendering and design for preview panes and blocked images environments
- EMEA – Data privacy, USA – CAN-SPAM Act compliance
- Use of an administrative footer and/or functionality (address used, profile update, referral, etc.)
- Proper use of links
- From name and address
- Sample subject line styles
- Copy style
- Ease of finding opt-in form on Web site
- Design/layout of opt-in form and page
– Number of form fields, samples used
– Copy, use of pre-checked boxes, privacy policy link/copy - Appropriateness of profile, demographic, preference questions asked
- Single or double opt-in process
- Design and copy used in subscription confirmation Web pages and eMails
- Additional initial messages sent: “Welcome”, “Best of”, recent issue, etc.
- Frequency and options
- Use of segmentation and personalization
- Value of content/offers
- Consistency with Web site, ability to convert/take desired action on Web site
- Open, click-through and Click-to-open rates
- Bounce, unsubscribe and spam complaint rates
- Visual link activity (hot spotting)
- Other key metrics (average number of actions/orders, revenue per eMail, etc.)
- Key metrics by domain/ISP and segment
- Active/Inactive subscriber report (after several months using B2B Lead Agency)
- Deliverability rates by ISP
- List Quality
– Percentage of “role” accounts (abuse@, support@, postmaster@) - Message content spam score
– Core template
– Sample messages
- Full-day review session (add travel and hotel expenses)
- Half day to present findings including PowerPoint presentation with findings, analysis, samples, and recommendations
- Price £2,400
Campaign Review
The campaign review is much narrower in scope, compared to the complete programme review, but provides a high-level audit of your creative and performance with recommendations of how to increase results from your eMail marketing programme.
- Overall design and format: length, readability, brand consistency, font, colours, use of navigation, etc.
- Rendering and design for preview panes and blocked images environments
- Use of an administrative footer and/or functionality (address used, profile update, referral, etc.), EMEA – Data Privacy, USA – CAN-SPAM Act compliance
- From name and address
- Sample subject line styles
- Copy style
- Review of opt-in forms
- Brief analysis of message metrics (list quality metrics)
- Review of findings via phone/Web conference
- PowerPoint presentation with findings, analysis, samples, and recommendations
- Price from £960, additional requirements charged @ £120 per hour
eNewsletter Launch / Channel eNewsletter Programme
If your goal is to (re)launch an eNewsletter that generates leads, our eNewsletter programmes will fast-track you through the set-up and production process. B2B Lead Agency’s eNewsletter Launch Programme gives your company everything needed to launch a high quality eNewsletter, distribute it on a timely basis and analyse the results.
Channel versions of your eNewsletter– We will create and manage the distribution of your eNewsletter to and through your channel partner’s customer and prospect lists. With our help your eNewsletters will:
- Generate quality sales leads – for your sales team to follow-up
- Create durable business – through stronger client bonds
- Foster new relationships – with new prospects
- Provide ‘trusted information’ – to grow your reputation and brand
- Make it easy for your audience to say ‘yes’
- Eye-catching eNewsletter design– Your e-newsletter will receive a distinctive, professional, and consistent look that will reinforce your company’s brand.
- Original editorial– Each e-newsletter will include two, professionally written articles or editorials. Your choice may include a compelling interview, a case study, a white paper, a customer success story or an executive biography. You may choose to commission additional articles.
- Supportive web content– Each e-newsletter will include links to articles culled from the Web, geared to grab your customers’ attention and support the custom-created content.
- Recast Print Materials– B2B Lead Agency will enliven your existing print marketing materials for best use on-line. If desired, your e-newsletter will include one print piece edited for the eNewsletter. You may choose to have additional articles recast for a reasonable fee.
- Click-Through Analysis– Discover which topics interest your target audience, and observe how frequently they take notice of particular products or services. B2B Lead Agency’s click-through analysis will provide leads for your sales team, direction for marketing and insight for R&D.
- List Optimisation– B2B Lead Agency will clean and format your list of target eMail addresses, preparing the addresses for effective database marketing.
- Subscription Management– B2B Lead Agency will manage returned eMail messages, fixing or removing addresses as needed to build a vital list of subscribers.
- Forward to a Friend– Expand your subscriber base and list of potential customers by allowing readers to forward the e-newsletter to a friend. B2B Lead Agency will help you set up this desirable feature.
- Web Site Integration– Use your Web site to sign up e-newsletter subscribers and save an archive of published e-newsletters. B2B Lead Agency will help you set up the sign-up page and the archive.
- Continuous Quality Improvement– B2B Lead Agency will create and test two subject line / headline versions of your e-newsletter each month to determine the most effective format and sending times.
- Creativity– content and design that will re-enforce your brand, engage your audience and yield a response to each ‘call-to’action’. We can research, write and create the artwork for: articles, interviews, surveys, case studies, white papers, reader polls, biographies, testimonials, company profiles, cartoons.
- Deliverability– careful content analysis and list scrutiny is a part of our service. We’ll scan copy to identify words, phrases and patterns that are likely to trigger filters; review mail lists for eMail validity and correct incomplete/misformatted addresses
- Analysis– we’ll track reader interactions to reveal who reads which articles / topics in what order. This type of insight can help your sales team anticipate and act on customer needs
- Initial discovery call/meeting with consultant
- Digital consultant and project management resource where require
- Designers and programmers where required
- Copy writter where required
- Online eMail broadcast tools where required
- eMail data lists rental, uploading and cleansing where required
- Campaign , tracking, reporting and post campaign review and analysis
- PowerPoint presentation with findings, analysis, samples, and recommendations
- Price subject to final brief.
Subscriber Acquisition & Retention
Is your list generating excessive spam complaints? Are segments of your list dormant or inactive? B2B Lead Agency will review the performance of your mailings and acquisition practices, and provide recommendations on building a quality list of active participants through best practice permission and messaging strategies.
- Ease of finding opt-in form on Web site
- Design/layout of opt-in form and page
– Number of form fields, samples used
– Copy, use of pre-checked boxes, privacy policy link/copy - Appropriateness of profile, demographic, preference questions asked
- Single or double opt-in process
- Design and copy used in subscription confirmation Web pages and eMails
- Additional initial messages sent: “Welcome,” “Best of,” recent issue, etc.
- Strategies for reactivation of inactive recipients prior to purging
- PowerPoint presentation with findings, samples, recommendations
- Review of findings via phone/Web conference
- Technical assistance for implementation if required
- Price from £720 additional requirements charged @ £120 per hour
Quarterly Assessment
Constant changes in eMail clients and technology pose great challenges to eMail marketing with the potential to affect your eMail marketing results. Whether open rates or click rates are declining as a result of rendering challenges from new eMail clients like Outlook 2007 or delivery rules at the major ISP’s have shifted, many marketers are looking for an expert to review their campaign results and keep them generating high ROI from their programmes. B2B Lead Agency will review your eMail marketing programme on a periodic basis to look for changes that may have occurred in the eMail environment and recommend strategies and current best practices for testing and improvements.
Deliverables
- Overview of recent competitive challenges
- Review of client eMail metrics
- Review of findings via phone/Web conference while logged into client’s
- Price from £960 subject to agree final requirements. Additional hours charged @ £120 per hour
Testing & Segmentation Strategies
Have you been waiting to test content variations or identify which calls to action pull better but don’t know where to start? B2B Lead Agency will review your message creative, offers, strategy and results to help you identify and plan various elements for testing and improving ROI.
- Design and layout elements
- Subject/From lines
- Day and time frequency
- Personalisation and segmentation
- Filter creation assistance
- Distribution groups assistance
- Reporting and analysis
- Report of suggested items for testing and analysing results
- Review of findings via phone/Web conference
- Price from £720 Additional requirements will be charged @ £120 per hour
Campaign Deployment
B2B Lead Agency is available to assist clients in setting up and deploying their eMail marketing campaign. Basic service includes complete eMail management:
- Required 72 hours for schedule & delivery – creative received 48 hours prior to delivery
- Set up of enhancers for viewing online, unsubscribing, updating profile
- EMEA – Data Privacy, USA – CAN-SPAM compliance review
- Set up of target mailings according to client-specified demographics/filters
- Client to provide the following
– HTML eMail and text only eMail (images & copy)
– Mailing list(s), unsubscribe list, suppression list
– From line, from address, reply to address, subject line
– Proof list & seed list
- Quality review prior to mailing
- Follow up call to explain reporting
- A/B split test using maximum of 2 filters and 2 creative’s
- If campaign set up exceeds 4 hours, each additional hour (or increments of an hour) spent on each particular campaign will be billed at our standard hourly rate of between £75 – £120 per hour
Deliverability Reputation Assistance
Deliverability is the most common challenge among eMail senders since reputation is the number one reason reported by receiving eMail clients for not accepting eMail. Our deliverability team will review your accounts and evaluate potential deliverability problem spots that drive spam complaints so damaging a senders reputation scores, such as how members are opted-in to receive messaging; frequency of mailings; list hygiene; and even the HTML creative.
- eMail Advisor trial using client mailings
- Review authentication records for accuracy
- Review campaign metrics for excessive spam complaints and invalid addresses
- Identify sender practices that lead to spam complaints and recommend improvements
- Review of findings via phone/Web conference
- Price from £1,440 plus £99 for each message we test through Email Advisor
Best Practices Training
Need to catch up on latest eMail marketing best practices? B2B Lead Agency is available to review your message creative, strategy and results to help you generate a greater ROI from your eMail marketing programme. After a thorough review of your current programme, a consultant will travel to site to present and train on industry best practices and how to apply them to your particular programme.
- Subscribe/Unsubscribe Practices
- Managing Customer Expectations
- Building Quality lists
- Segmentation and Personalisation
- Creative Strategy, Copy and Subject Lines
- Increasing Recognition by Recipients
- Delivery Challenges
- Testing Strategies
- Initial discovery call with consultant
- Half-day session delivered via Ready Talk OR Onsite Presentation (add travel and hotel expenses)
- PowerPoint presentation with findings, analysis, samples, and recommendations
- Price from £480 per 3 hour session
Additional Supporting Services you can request to these eMail consulting/ marketing programmes
- Translation Services– B2B Lead Agency works with experts who are native speakers in a variety of languages. We strive to work with translators who currently, or have recently, lived in the target country to ensure all cultural references are up-to-date.
- Layout for Print Version– We will create a distinctive look to your print publication that will take full advantage of the medium while complementing your eNewsletter design. We will license and pay for great photos and add any additional content that is provided, along with the content from your eNewsletter. The end result is a printer-ready proof. This option is ideal for quarterly print publications that draw content from monthly eNewsletters.
- Additional Custom Content– B2B Lead Agency will research and interview to create a custom article aimed at any vertical or horizontal market.
- List Cleaning– Ensure that personalised data is correct. B2B Lead Agency tele-marketing staff can personally contact individuals on your contact list to check the accuracy of such fields as first and last name, company name, title, address: city, state, post code, eMail address and phone number. Our multilingual call center is available ‘on-tap’ to conduct this type of outbound activity
- Telephone Response Handling– Ensure that inbound telephone responses are handled professionally and in local language. B2B Lead Agency can receive and convert inbound telephone enquiries into qualified sales leads. Our multilingual call center is available ‘on-tap’ to conduct this type of outbound activity
- Telephone Follow Up/Survey– B2B Lead Agency will telephone contacts to survey them and collect additional information and build up decision maker contact profiles and their