Absolute Authentic - Email Marketing System

Brief:

Soon after taking on the account it became clear that the first task was to clean up and establish a better communications channels. In short there was no current audience communication - just a random, generic email. To put it mildly - no one had any idea who was receiving emails or even what they were interested in.

So, we set about creating a detailed and relevant database from existing client data that could be inteligently interogated enabling us to effectively clean up and then communicate to the right people at the right time with the right message.

Results:

Bounce rates dropped by over 300%, the click-through rate grew by 140% and sales on featured products increased by 14%. All this from the first email.

And it's been no fluke. Subsequent emails have seen further growth - indeed sales are now up over 40% month on month.

And here's how we did it:
Having cleaned up the data we created the email system as a basis for customers to keep up to date on products, services and events via specifically targeted emails to consenting individuals. Although easy to use, the power and potential of the system are considerable, which is ideal for Absolutes existing growing database.

The new system means customers can now be divided into groups according to their past interests or behaviour, so that an email campaign can be targeted towards those who are most likely to respond to the subject matter. An email can automatically include almost any information stored in the database, so for example the top ten best selling products could be chosen for insertion into an email template and the ten products featured would be the current best sellers on whatever date the email was predetermined to be sent out on. This is only one basic example however; rules can also be defined to target customers depending on whether they conform to various criteria at the time an email campaign is due to be sent out.

The system evaluates all variables before sending, so that even a campaign which has been planned months in advance will automatically include all currently relevant information and will be sent to the most suitable recipients. The system has a hugely flexible facility to send out an email campaign on a single date, or on a specific date in the future, or to repeat at any frequency for any number of days, weeks, months or even years.

There is little point in distributing emails without being able to tell if they are having the desired effect, and so the Air Email Marketing system also has a full reports facility which lists the results of any campaign in table or graph form, and the comprehensive data can be used to evaluate the success of a campaign and plan more effectively for the future. Absolute have been briefed and trained on the software this week and are progressing well with the software, sending their first e-shot yesterday; a truly momentous occasion. Needless to say Absolute are delighted with their new system and have begun planning it into their everyday business practices.

The system has had an immediate impact on both website and sales statistics for Absolute, bringing positive amounts of increased visits off the back of an amazing amount of email opens.

Please click on the polaroids to the left of the article to view images of the system, and if you would like to know more about the system and how we can tailor one for your company, please contact us.