Audience-First Email Marketing

At Brafton, all email marketing is targeted email marketing. That’s because we work as an
extension of your marketing team to understand your target audiences, and further refine
them into specific reader and buyer personas.

We structure email marketing campaigns around what we know about your targeted
audiences, and what actions we want them to take. Information such as CRM data,
website interactions, prior campaign activity, recent purchases, location data and
customer feedback helps us determine what content to send to which contacts, when to
send it and how to measure success.

Our end-to-end email marketing capabilities look something like this:

personas

Develop personas for your
target audiences.

site content

Create website content that will
help you build out your email lists.

forms

Optimize your opt-in forms.

segment audiences

Segment your audiences.

campaign

Devise a campaign.

email copy

Craft compelling email copy.

email templates

Create polished, responsive
email templates.

testing

Conduct A/B testing.

results

Measure results.

The result: More sales-qualified leads in less time.

Building Email Lists

Building Email Lists

Before you can deliver personalized email content, you need to capture user emails. And there’s no better way to build new leads than with data-driven content marketing.

That’s why our strategists and consultants work directly with our creative teams to create content for your website that will help you convert visitors into subscribers:

  • Blog posts.
  • Conversion landing page copy.
  • Gated assets such as eBooks, white papers, case studies and infographics.
  • Calls-to-action such as opt-in forms.
  • UX audits and site design.
  • More.
email lists
Create my strategy and get pricing:

Email Newsletters

newsletters

Email Newsletters

Email newsletters outperform all other types of lead-nurture content – both for B2B and B2C marketers. They’re a welcome, non-intrusive way to engage leads and get them back on your site to review your latest and greatest blog posts, eBooks, white papers and other content.

At Brafton, we can help you capture more emails using organic content marketing methods, segment your lists of recipients, select which content to promote through your newsletters, create the written and visual content in the actual newsletters and automate send times. We make sure that your email templates are mobile friendly, and we measure success with KPIs such as:

  • Email deliverability.
  • Open rates.
  • Click-through rates.
  • Conversion rates.

Finally we apply what we’ve learned toward further optimizing newsletter performance.

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Email List Segmentation

Email List Segmentation

Email list segmentation is the beating heart of targeted email marketing. Our strategists leverage leading email marketing software such as Pardot, Marketo, Hubspot, Mailchimp, Sendinblue and more to create precisely segmented email lists. We can also help manage your email database to maximize email deliverability and minimize bounce rates.

Lists can be segmented based on factors such as:

  • Job title.
  • Demographics.
  • Location.
  • Interests.
  • New subscriber.
  • Prior email campaign engagements.
  • Website activity.
  • Download history.
  • Purchase history.
  • Event and/or webinar attendance.
  • Membership status.
  • Card abandonment.
  • Type of email account (e.g., business vs. personal).
  • Business type.
  • Birthday (if you want to add a personal touch).
  • Income.
  • Much, much more.

Some of these factors will matter more to some brands than others, depending on their industry, customer base and other variables. The key to successful targeted email marketing is to thoughtfully segment lists, and decide which of those lists to include in which campaigns – or alternatively, how you’ll build campaigns out for specific lists.

Succeed, and you’ll see greater open rates, higher click-through rates, more conversions and fewer opt-out emails.

segmentation

Email list segmentation os
the beating heart of targeted
email marketing.
____________

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Marketing automation

marketing automation

Marketing Automation

Marketing automation makes it easy to automatically assign certain campaigns to specific email lists and vice versa.

At Brafton, we can help set you up with marketing automation on platforms such as Hubspot, Marketo, Mailchimp and others. From there, we can take the reins on your email automation efforts including, but not limited to:

  • Scheduling the delivery of email newsletters.
  • Automating welcome emails for new subscribers.
  • Sending out transaction emails and account updates.
  • Setting up content delivery emails for when a user downloads a gated asset.
  • Configuring email remarketing efforts.
  • Creating email drip campaigns.
  • Setting up trigger-based email campaigns.
  • Helping manage campaigns across other channels such as social media.

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Drip campaigns

Drip Campaigns

Drip campaigns take targeted email marketing to a new level. Pre-written emails are scheduled for delivery to specific recipient lists. The response to those emails – opened, opened and scrolled through, clicked, didn’t open, responded, downloaded the asset being promoted in the email, etc. – determine what email is sent next.

Think of email drip campaigns as an episodic, organized and automated form of targeted lead nurturing in which there is a well-defined end goal. That goal is usually to guide the lead on a path to eventually scheduling a demo with your business. To help you reach this finish line, Brafton email marketing strategists work with our agency writers, designers and consultants to:

  • Create the email content and format it in a template.
  • Map out the drip campaign based on the triggers.
  • Determine which actions the user should take in each email.
  • Orchestrate the timing of each message to maximize results.
  • Measure the outcomes of the campaign adjust accordingly.
drip campaigns

Lead nurturing emails

lead nurturing

Lead Nurturing Emails

Newsletters and drip campaigns aren’t the only ways to curate a highly personalized lead-nurturing experience.

The opportunistic email marketer is always on the lookout for opportunities to use a growing content library, limited-time-only offerings and special events to engage leads without alienating them. Using email marketing software, we can help you craft one-off lead-nurturing emails to support your other marketing initiatives:

  • New asset launches.
  • Free score cards or reports.
  • Notifying a lead when a product or service they have shown interest in goes on sale.
  • Free consultations.
  • Seasonal promotions.
  • Event announcements and invitations.
  • Product launches.
  • New webinar promotions.
  • Surveys.
  • Much more.

Sales emails

Sales Emails

The eventual goal of any targeted email marketing campaign is to schedule a product demo with a lead. Our strategists, consultants, writers and designers deliver email marketing services that work up to this final stage.

Once the time comes for the demo request or the hard sell, we can also put our lead generation gurus to work for you to help craft personalized sales emails that will convert at the last mile of your email marketing campaigns.

sales emails

Work With Our Team of Dead-Eye Digital Marketers

work with us

Work With Our Team of Dead-Eye
Digital Marketers

Precision is our proficiency at Brafton. We work directly with your brand to refine your targeted audience, take aim and launch highly successful data-driven email marketing campaigns.

Let’s launch your next targeted campaign.

Contact Us