Challenge
Our client realised the benefits of implementing ‘best practice’ email marketing across all of its business units but did not have the in-house expertise or objectivity to evaluate the performance and constantly improve the quality.
Solution
n2n was engaged to conduct a review of email marketing for each business unit and provide feedback on how to improve the communications as well as implementing the tools required to evaluate each email distributed.
n2n conducted a comprehensive review that covered all aspects of the email marketing process including content, frequency of distribution, email design and the campaign metrics. Recommendations were made including a new approach to content development, segmentation of databases, improved use of landing pages, new subject lines and redesign of the email template (including provision of a design wireframe).
Results
Following the review, one business unit had a 1,000% performance improvement once the changes to the design, copy and subject line had been implemented.
Amendments are currently being made to the designs of the other business units emails to improve usability and the open rates of the emails. n2n also now participates in the editorial planning process to continually improve the relevance of the email content.
