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For most people email marketing is all about the sending (and delivery) of an HTML format email, predominantly to customers and sometimes to contacts acquired through trade shows and website sign ups.  Comfort (and often excitement) is gained from seeing that a percentage has opened the email and that a subset of that has clicked through onto the web site. SO WHAT!!
The real skill with email marketing is to watch and learn. By understanding the behavioural patterns of our customers and prospects we can then begin to focus content (both emails and web pages) around topics of interest and solutions that match. These simple email marketing tactics have shown a significant increase in the marketer’s ability to impact purchase decisions of both customers and prospects alike.
In order for your email marketing campaigns to work effectively they need to be in complete harmony with your website. Given the objective of knowing behavioural patterns, most email marketing campaigns are exerted on your web pages, therefore you have to be watching individual named contacts that are active on your web pages and then allowing this to influence the content of your proactive outbound emails.
GatorMail email marketing software is built to deliver timely messages to recipients who value them. While keeping an eye on open and click through rates is interesting, we will help you to track the most important metric of all - Conversion. Email Marketing campaigns are commonly sent with a file attachment as the method of passing on information. Attachments to emails often fall foul of virus checking inside of corporate IT infrastructures and thus decrease deliverability.
In addition, there is no history of whether or not a recipient opens the document and what elements are of interest. If a file needs to be made available as part of a campaign, GatorMail offers it as a download within the email. This best practice methodology not only increases deliverability, but also tracks who downloaded the document and when.
| | PDF files are commonly a source of information in a campaign, however, sending your whitepapers and brochures this way means you miss out on the intelligence of what pages were most interesting to your audience and which articles in a page were most read. A virtual catalogue can be quickly created from a pdf file and distributed as a click-through in a campaign, with the added benefit of being able to track amount of time spent on a page and also when and where a reader has zoomed in to read particular content.
Let’s not also forget that a virtual catalogue significantly improves the user experience as they are easy to navigate and display information in a familiar format. Where time is spent designing virtual catalogues, multimedia can be introduced to enhance the whole experience.
+ Click here to view our online email marketing brochure |
Building and maintaining a long term business relationship with your customers is essential and is made much easier the more information you know about each customer and their personal preferences. Email marketing should be a two way conversation that is about gathering insight and intelligence on your customers/prospects and then using that insight to deliver relevant communications. Seamless integration between your CRM software and your email marketing application is the perfect way to achieve this with minimal effort for the marketer. CommuniGator's GatorMail email marketing software is available with a suite of application connectors to a number of the market leading CRM solutions, enabling you to leverage your existing systems quickly and easily. Integration with CRM means that all recipients' actions are written back to the contact record, showing an accurate history inside of CRM of each contact’s interaction with your email campaigns, as well as automatically recording those contacts who prove to be undeliverable or who have opted to unsubscribe.
Click on the logos to see information relating to CommuniGator working with your CRM tool:
"I have been using the full flavour CommuniGator for 5 years now and without question it is an essential business tool. It feels like everything is developed with the email marketer in mind, not what's easy for the programmer. Analytics, bounceback handling, ease of use, functionality and support all combine to make this a world class product."
James Hart, e-marketing
WSX Enterprise
“We started with GatorMail Lite and sent our first e-mails in the autumn to announce our re-built web site. This immediately resulted in record numbers of hits and a significant increase in trade.
Subsequent emails – we send about two per month - have had even better results! We have just upgraded to version 6 and find the Google Analytics functionality particularly useful – now we can accurately measure orders that are directly attributable to our email activity.”
Richard Massey
Simply Seeds and Plants Ltd
“The disjoin between our email marketing software and our internal database had always been a problem for us, so it was a great relief to come across a solution like CommuniGator that could so neatly integrate the 2 systems. The GatorMail integration with Microsoft CRM offers a great interface for our users, saves time on transfer of campaign audience data and provides an invaluable record of our campaign results inside of CRM, allowing us to gain insight into the specific interests of each and every contact in the database.”
Ian Cocks
Taylor Cocks
“When we first came across CommuniGator we were using separate tools for email marketing, surveys and event management and spending a lot of money with our agency on what proved to be ineffective HTML designs. Switching to GatorMail has given us much better continuity in our digital marketing strategy, returning us a significant cost saving as well as improving our campaign results through the application of CommuniGator’s best practice knowledge.”
Sean Williams
CollectSoft
“Our email strategy prior to finding CommuniGator was simple –build a list, create a piece of HTML and then send it using a low cost ESP, with little or no regard for what happened afterwards. Working with CommuniGator has revolutionised our email marketing, recording our campaign results directly to our Microsoft CRM database, driving higher volumes of traffic to our website and giving us the additional intelligence that we need to make key strategic decisions and increase sales.”
Dave Rabson
ADA Computer Systems Ltd
“Since the implementation of CommuniGator’s email platform into our business in September 2009, we have experienced positive results and feedback from all those involved. We use all the functionality the CommuniGator platform has to offer including web capture, dynamic content, split tests, group building, triggered emails and much more. And have been impressed with the level of support and the collaborative working approach taken by staff members throughout the organisation.”
James Shuttle
LaSer UK
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