introducing EHS 4Da world class track record of excellenceWith a track record of over twenty years EHS 4D is one of the world’s most established and renowned relationship marketing agencies. Our business is built on three core components:DIRECTAcross our two offices in London and Cirencester we have a wealth of experience creating and delivering effective relationship marketing activity and user experiences that connect our customers’ brands with their consumers and drive real value.Our creative work engages consumers around key insights and has won numerous awards.Over twelve years ago we helped Tesco create their Clubcard programme and manage it for them to this day, a loyalty programme against which others are judged.DATAWe have a team of data analysts and strategists who identify key insights which drive campaign activity. EHS 4D Discovery is one of the UK’s leading data specialists, hosting and managing global CRM data bases for some of the world’s largest brands.DIGITALEHS 4D was one of the first UK agencies to deliver digital campaigns and over the years we have acquired a number of leading digital agencies to bolster our tightly integrated capability.We have specialists covering search, mobile and social media and are the global digital agency of record for brands like Peugeot and Unilever’s Dove deodorant.Our digital capability was cited as a key reason for us winning the prestigious Marketing magazine agency of the year award 2010 and for which we were recently shortlisted again for 2011.As the marketing landscape gets more complicated and increasingly focussed around the consumer we have one simple aim:making connections. simple
A large part of conversation in the real world is body language. In the digital world body language also plays a part in conversation. That body language is how we as consumers engage with an email..when what and how often we click..how we share its contents..how we browse the brands website after the click.All of this forms part of the conversation. Conversations do not need to be a discussion in terms of a debate, but more of ‘an exchange of views on some topic’ where the exchange of views is demonstrated by a click or by browsing behaviour. At its basic level, this can form part of a conversation between a brand and the customer.
G is for Gladwell..Malcom Gladwell
Ever read his book Blink – The Power of Thinking without Thinking?It's a book about rapid cognition, about the kind of thinking that happens in a blink of an eye. When you meet someone for the first time, or walk into a house you are thinking of buying, or read the first few sentences of a book, your mind takes about two seconds to jump to a series of conclusions. Indeed, it could very well be about when you see an email in your inbox What do you see? What makes you decide within that blink of an eye whether to open or delete?I would suggest that in the example of email, the first 2 seconds is also influenced by the conversation you have had with that brand...if their content has been relevant then I reckon it gets opened and readSo first impressions countAnd remember that in the digital world, actually that first impression is repeated many times in one conversation. From the email subject line, to the contents of the preview panel, to what the landing page looks like.
Email Customer Lifecycle 2011 - Win Back: Email Strategies to Prevent Losing a Customer
keeping the flame burningemail strategies to prevent losing acustomergianfranco cuzziolhead of everywhereCRMcuzziol.firstname.lastname@example.org@iamgfc
the world of eCRM is changingLets for the sake of argument call the future everywhereCRMThis presents us with a new commercial battleground which has four key attributes that we need to consider:• it‟s here now• it requires a different approach• it‟s real time• it‟s controlled by consumers
key areas in keeping the flame alivesign up un relevance subscribe
the confirmation email• A simple thank you • Confirming the benefits • This is what it may look like • Immediate Call to Action • Arrived in the Inbox within 1 minute
why do people unsubscribe?Jupiter Research (now Forrester)
tips for the unsubscribe page1. Provide a way to unsubscribe directly via the website (rather than only via an email message) 402. Clearly identify the sending company on the unsubscribe page. Include the site and newsletter name3. On the unsubscribe page, list the user‟s email address and current newsletters, and a simple way to unsubscribe from any or all newsletters.4. Provide a separate process for unsubscribing. Don‟t have the subscribe process double as the unsubscribe process5. Offer users an option to change the frequency of the newsletter as an alternative to unsubscribing6. Provide a confirmation screen verifying that the user‟s email address has been unsubscribed from the newsletters7. On the confirmation page, list other ways to receive updates such as through social networks or a blog8. If you ask users for feedback about why they are unsubscribing, make the process optional and easy9. Send only one email confirmation to users after they unsubscribe, listing any newsletters users have asked to stop receiving.10. Unsubscribe users immediately. If this isnt possible, tell users how long it may take for your system to register their changes DMA Email Series - Winback Event November 2011