Email Marketing Services

Email offers the opportunities to communicate quickly and efficiently with customers and prospects; improve products and services through faster direct customer feedback; sell products and services quickly; and optimize communications in near-real time.

With these opportunities come the risks of damaging customer relationships through confusing or excessive communication, damaging the brand through conflicting messages and experiences across the company, legal liability from inadequate permission or privacy standards, and direct and indirect competitive pressure from other companies that are using email effectively and establishing increasingly higher expectations as to how email should be used in the stream of commerce.

One to One has developed a robust and comprehensive email marketing offering for our clients that focuses on helping them embrace email as both an acquisition and retention tool grounded on best practices.  Our services center on Corporate Email Enablement & Management, E-Newsletter Publishing, 3^rd Party Email List Acquisition and Campaign Management.

Corporate Email Enablement & Management

While it is true that most organizations have established basic privacy and opt-out policies, most still have not taken full charge of the channel at the enterprise level. This lack of oversight has resulted in corporations operating without controls or policies in place to govern how email, as it relates to marketing, is handled. The absence of a viable framework further contributes to poor targeting (relevancy) and over-communication (frequency). These are the two issues most likely to make customers opt-out of email relationships or simply delete the message altogether.  One to One has a proven approach to help corporate marketers establish the necessary platform to manage email marketing efforts across the enterprise. Activities Include:

• Development and faciliation of stakeholder workshops (IT, Sales, Marketing, C-Suite, New Business, Customer Service, Clients, Partners)
• Audit of current email marketing programs against current privacy policies and CAN-SPAM compliance
• Audit of data infrastructure, including analysis of corporate data security models, location of customer opt-in profiles, etc.
• Standardization of corporate opt-in and opt-out processes
• Identification of opt-in content categories (i.e., Advertisements and Promotions, Product Information, Site/Product Announcements, Newsletters, Customer Care, Surveys)
• Email creative format and standards development
• Transmission vendor evaluation and campaign management
• Email calendar development
• List management
• Email campaign measurement and analysis

E-Newsletter Publishing

Although e-newsletters may be considered a tactical option alongside other email related communication vehicles (i.e., promotional e-mails, announcements, site/product alerts, etc.), there are several nuances that make this particular tactic more complicated to deploy successfully and therefore requires additional service and technology support.  Editorial workflows and approval processes, content development and syndication, future issue repeatability, past issue archiving, and subscription management all add additional pressure on corporate marketers who are considering maintaining an e-newsletter publication that will stand the test of time.  One to One recognizes these challenges and has partnered an industry leading e-newsletter publishing system provider to arm our clients with the right tools and processes to succeed with this particular tactic. Services include:

• Content Planning (i.e., Requirements, Audience Segmentation, Editorial Calendar, Editorial & Publishing Process Management)
• Creative Services (i.e., Newsletter Creative Templates, Newsletter Information Architecture, Original Content Development, Multimedia Production such as Flash or Streaming Video, etc.)
• Content management, including article, survey, and multimedia storage and archiving.  Content may be loaded directly or uploaded via HTML or Microsoft Word Documents.
• Content syndication library.  Containing over 110,000 articles from publishers such as Cahners, INC, NewsEdge, and Iconocast to search and include in client publications, the library also gives interested corporate marketers the option of uploading their own content for other newsletter publishers to access, re-print and distribute.
• Opt-in subscription builder. Lets clients expand mailing list by collecting new subscriptions on corporate and partner web sites. Collect email address, first and last name, mailing address, etc.
• Survey and poll integration
• Subscriber list management & distribution
• Issue personalization based on content preference
• Issue archiving
• Detailed publication reporting

3^rd Party Email List Acquisition and Campaign Management

Many e-mail lists are available for rent, but the questionable origin, quality and permission status of the lists makes email prospecting a potentially risky business. One to One’s 3^rd party email list identification and procurement process ensures that our clients engage with vendors that meet only proven email best practices. This includes strict verification of opt-in procedures, vendor segmentation by 3^rd party privacy certifications, and processes that allow for comprehensive yet direct list management (such as a straightforward way to opt-out of future offers and confirmation that appropriate processes are in place to honor opt-out requests immediately). Activities include:

• Identifying appropriate list selects based on campaign objectives
• Qualifying the permission status of the 3^rd party list  (opt-in, double opt-in, or triple opt-in)
• Audit of how selected list brokers are managing list permission policies
• Audit of opt-out procedures & rates
• Audit of list cleansing procedures
• Qualifying frequency of list rental
• Documenting historical response rates
• Ensuring CAN-SPAM Compliance
• Identification of suppression services to de-dup the client list against the purchased list prior to sending
• List procurement
• Campaign Management