Strategic Services: the service that emphasises your e-mail marketing

Working with newsletters is both extremely easy and extremely difficult. It is simple to create newsletters, send them and get good results. However, it can simultaneously be extremely difficult to take yet another step, develop your e-mail marketing and integrate it with other channels in order to produce a greater effect. The solution here can be a carefully prepared strategy.

– We have now reached a point where e-mail marketing is part of the daily round of most companies. Our customers are skilful and enterprising and we are proud of cooperating with so many creative people,” Anna Torkelstam at Apsis After Sales Department explains.

Anna is responsible for this fast-growing department. This is the place where ten employees work on trainings, complex customer cases and strategies. She can see a substantial interest in the services.

– Yes, there are quite clearly many who are ready for the next step. They want to set up specific targets. And when the targets are in place, there is no other channel that is as good at meeting them as e-mailing. This involves both using the technology to the full and working more clearly with a specific strategy. And we can help with this.

Many companies already work with detailed planning of their newsletters. What is the difference in developing a strategic plan?

– Well, these are actually two completely different things which do not preclude each other in any way. A plan could lay down when you are supposed to send the newsletter and what you should have in it. But a good strategy begins when the planning ends and is based on what you want to achieve. When you work with a strategy, you always have specific targets – and then you gradually adapt in order to be able to meet or exceed these targets.

What can Apsis help with?

– Many people probably think that we are primarily a technology provider who makes sure than our customers can create and send newsletters in a simple and secure way. However, we have also amassed vast knowledge of how e-mail marketing works in practice over the years,” Anna explains.

– I think that if you want to develop your e-mail marketing, one of the most important things you should do is stop working according to the trial-and-error principle. You learn a lot by making mistakes – but nonetheless, it is much better to avoid mistakes from the very beginning. When you rely upon tested knowledge, you can hit the mark directly. We know where the pitfalls are. We know what we should do in order to achieve the targets. And we can show you specifically what you should do in order to do that.

For whom is the service intended?

– After all, everyone can benefit from well-prepared strategies and this strategy can be adapted to both small and big companies. Results are observed most quickly in companies with short decision-making channels but it does not matter if you sell to companies or end consumers. Everyone can benefit from a good strategy.

When you talk about targets, they may look in many different ways. Do you have any examples of common targets?

– Many companies will naturally want to increase the number of subscribers to their newsletter. However, this is often a sub-target which is aimed at improving the traffic flow to their websites. And this, in turn, is also a sub-target aimed at increasing the conversion rate – companies simply want to receive more orders or realise more sales.

But this is just one of the ways to achieve this. Another way is to increase one’s presence in the social media and to work on integrating other marketing measures with the newsletters. We who work with Strategic Services require quite a big commitment from the company using the service – but this, on the other hand, gives a lot back in return.

How does this work on a practical level?

– Everything begins with a review of the resources available at the company and its readiness that is performed jointly with them. Then we set up targets and prepare a specific roadmap. After kicking off the process, we keep in touch during the year and reconcile the plans with what actually happens in real life. Everything we do applies directly to the customer’s operations. We normally hold a one-hour telephone meeting every month where we review the efforts, results and planning for the next month. Our work gives results – clear and specific results!

Finally – what should I do if I am interested?

– Drop us a line at aftersales@apsis.com and we will get in touch with you. We would like to help more companies develop their e-mail marketing!!

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