If your organization isn’t using email marketing at all, we can get you started on the right path. If you’re under-utilizing email as a channel, we can grow your email program the right way. Our email strategy includes basic email marketing, email automation and transactional email.
What makes FYIN Email Marketing different?
Most agencies set you up with an account, some templates and even content, but we go further. Our team has strategic and technical knowledge. Already working with an email service provider (ESP)? We’re ESP-agnostic, so if your organization already has an account with Mailchimp, ActiveCampaign, etc., we can work with them.
- A/B and Multivariate Testing
- Automated Email
- Audience Segmentation
- Optimizations: Frequency / Scheduling
- Email List Validation
- Domain Authentication
- Mobile-Responsive Email Layouts
Our goal is to help you build an email program that goes beyond the open stats and promotes real engagement for your entire list, not just your most active subscribers.
Basic Email Marketing
Whether it’s an email to announce a new service, event, or time-sensitive promotion, these are the emails that are manually set up and scheduled to go out once to your audience. In some cases, they might be sent to a particular segment of your audience based on content preferences. While this is the simplest form of email marketing, it’s often the one that gets an organization in trouble by not following best practices (no purchased lists, legitimate opt-ins, etc.).
Automated emails are ideal for creating a series of emails that follow a common topic, like a welcome series (for new subscribers) or a re-engagement series (for inactive subscribers). They’re also heavily used in e-commerce to send emails based on purchase activity, or an abandoned cart email in the case that someone doesn’t complete a purchase. These emails are set up ahead of time and typically triggered by actions or predetermined timing. Don’t let the name fool you, though. While the primary benefit of email automation is time efficiency, if you’re not monitoring performance, you could be missing out on improvements that make a big difference in terms of engagement.
Every time you make a purchase on an e-commerce site, you’ll likely receive a few transactional emails: typically a purchase confirmation email and then later, a shipping confirmation email. Transactional emails are also associated with organizations who send email to customers as part of their service offering. This is an important aspect of email marketing to understand, because if you send both marketing emails and transactional emails, the ability to opt-out of marketing emails but continue to receive account-related emails is critical.
How do I get started?
Contact us now to start a conversation. If you already have an ESP, we’ll identify areas of improvement and put together a strategy to take your email marketing to the next level. If you’re starting from scratch, no problem - we’ll learn about your organization and work with you to build an audience the right way that will keep you out of the spam folder and off email blacklists.