MailWorks Powered by PRI Email marketing backed by real people COMMUNICATIONS This White Paper is provided by PRI for your resources. We strive not only to assist in web, mobile, and print communications, but also to share our knowledge and expertise through education. MailWorks is a full-service, feature-packed, and technologically advanced email marketing provider. What sets MailWorks apart is people, and those people make up PRI. Our clients talk to us, and we listen... and collaborate and advise on content and delivery, educate and recommend updates and design based on the latest trends and technologies, and help clients grow their lists, and their brand. MailWorks is packed with all the features you expect with email marketing, with substantive analytical reporting, thorough testing, quality assurance, and the full support of our creative design agency as needed. Use templates, or our world-class designers who deliver spot-on email designs that adapt to desktop email clients, tablets, and smartphones (and whatever else is coming around the corner). We are responsive and dedicated to quality assurance.
MailWorks Powered by PRI 2 Deciding which email marketing provider to choose is a daunting task, but there are several essential features that differentiate a high-quality provider from a lesser-quality provider. They re all able to send emails to a lot of people at once, but today s email marketer needs to stay on top of the latest tools available. Beyond the beauty and draw of a well-designed email, you should look for: automation, segmentation, deliverability, preserving your design (testing) and its adaptability, and legal compliance. Email Marketing: The Works Automation Many of your emails are probably the same kind or type over and over, and there are ways to make the entire program more smoothly. Using MailWorks as our benchmark, you want to be able to: automate date-based emails, including birthday wishes, reminders, contract renewals, newsletter loyalty campaigns, and more. set up unlimited numbers of auto responders, for example, send a welcome email to a new subscriber, followed up with other emails set to send at predetermined intervals (such as 24 hours later, two months after that, etc.). You can even target these mailings based on certain demographics or subscriber details. set up triggers for certain actions e.g., clicking a link, reading a campaign, unsubscribing to react automatically and update subscriber info, unsubscribe, perform subscription tasks, send campaigns, and more. set up automated social reactions, such as: add new segmentation criteria to a subscriber who Likes a campaign on Facebook, send a follow-up email if a subscriber shares one of your campaigns via Twitter, update subscriber fields when they take a specific social action, and more. Social media marketing cannot be automated entirely, but you ll want to take advantage of what s possible, now. Segmentation: Respond to Users Desires and Behaviors Today, users are becoming less patient with weeding through content. They re looking for content tailored to their interests and needs. The more you can segment your campaigns by these desires and behaviors, the more successful your campaigns will be. Customers appreciate receiving only messages that are relevant to them. MailWorks allows you to drill down your lists based on any demographic you collect, and we can help you determine what subscriber fields make sense for your industry, for your recipients. Inserting dynamic content based on segmentation means every message received can be targeted to that particular subscriber. Beyond the initial demographic information from the subscriber sign-up, you can continue to drill down into more precise lists based on responses and any number of segmentation rules. Sample Subscriber Filters: Name Age Gender Household Income Marital Status Likes and Interests Financial Information Education Occupation Twitter, Facebook and LinkedIn Profiles and more...
MailWorks Powered by PRI 3 Deliverability There are several layers of protection that companies are now using to protect themselves from unwanted emails. Small to large companies now rely on their ISP (Internet service provider) to provide the first level, but from there, company IT departments will implement protections, and individual users can also set up additional filters and blocking tools. But the science of guarding against unwanted emails, viruses, and the like is an imperfect one, and often leads to blocking opt-in emails at one level or another. Knowing if an email went through is nearly impossible as most servers do not send any type of bounce reply. They re just gone, and a report that declares a 98% send success rate usually means it was much, much less. Having a beautiful email campaign with a targeted list of customers will only go so far if the subscribers do not receive the email. PRI s MailWorks renowned infrastructure ensures your email is delivered to every subscriber every time you send a campaign. While creating your campaign we will automatically run your email campaign through popular spam filters alerting you of any changes you should make before sending to ensure top delivery. Maximum inbox delivery is our passion. User-tailored emails targeting specific market segments make finding relevant content easy for the user. Important, interest-based information shows precedence, and grabs the user s attention by speaking directly to their needs. Use MailWorks to: automatically take care of all of the technical authentication details that ensures a valid SPF, Sender ID, DomainKeys, DKIM, etc. provide feedback loops setup with all major ISPs to receive instant feedback from emails being sent by our service. analyze all bounces that occur and automatically remove non-valid addresses (hard bounces) and keep track of other types of bounce messages. maintain relationships with all the major ISPs in order to monitor deliverability across the major providers and to keep open communications should any problems arise. Preserving Your Design and Adaptability Once your email is designed, you want to ensure that it looks the same way on the receiver s end. With literally dozens of different email clients to consider, it takes a lot of time to stay up to date on their various limitations, and to create designs that will render correctly across the board. While many services test email designs on the various clients out there (Outlook, Gmail, Yahoo, Hotmail, Apple Mail, Lotus Notes, on desktops, tablets, and smartphones), many email marketing providers test these by viewing a screenshot of how it will look in each. MailWorks actually sees the code behind each of the testing clients so we can determine how and why an error is occurring. This is a tremendous time-saver. Adaptability is also important with the growing number of mobile device users. There are many details that go into ensuring your email is not only readable, but tappable on various devices. Don t get left behind by only catering to your desktop users.
MailWorks Powered by PRI 4 Legal Compliance The federal CAN-SPAM Act of 2003 enacted by Congress covers all commercial messages, which the law defines as any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service, including email that promotes content on commercial websites. The law makes no exception for business-tobusiness email. CAN-SPAM sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.1 MailWorks follows, and ensures, that all CAN-SPAM rules are met and will advise changes based on adherence: You cannot use false or misleading header information (i.e., from, to,, reply-to, routing information), and must accurately communicate the sender s identity. You cannot use false or misleading subject lines, and must accurately reflect the emails content. The law is quite lenient on how this is done, but it must be clear that your email is an ad. You must include your physical address. While this can be a P.O. box or other USPSapproved agency, it must be valid. You must make it clear how to opt-out of future emails, and it must be easy and not require any additional steps, conditions, or information (other than an email address). You must honor all requests for opting out of future emails within 10 business days. You are responsible for others sending emails on your behalf, so you need a trustworthy provider! Security and consistency for your brand and design is a major priority. Cross-client compatibility is vital and we test across the various email clients to ensure your customers are receiving your important emails. And rest assured, MailWorks automated subscriber (and unsubscribe) actions update subscriber info, perform subscription tasks, send campaigns, and keep your subscribers happy when their requests are dealt with immediately. More Features & Solutions Personalization Improve your campaign response by personalizing your email campaigns. MailWorks can include subscriber information like name and email, and custom fields (like country, age, gender, etc.) within your email, and tailor it to the subscriber by creating blocks of conditional content for subscribers based on matching certain criteria. For more on this, see Segmentation above. 1See: http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
MailWorks Powered by PRI 5 Creative Design and Custom Templates Your brand is represented in each and every email. PRI provides creative design continuity, readability, and memorability. Templates, whether your own design or one of our many options, is a cost- and time-efficient option for many of the emails you send. And by using a template, you achieve a consistent look and feel that reinforces your branding, and a focus on action items for higher response rates. Social Media Analysis & Tools Real-time social reaction analysis: Watch in real time while subscribers share your campaign on Facebook, Like your campaign, and post on Twitter. All data is shown live as it takes place and you can quickly follow up with users on social networks. Easily filter your reports between Twitter & Facebook. Subscribe through Facebook: Add a custom subscription form to your Facebook page with just a few clicks. We ve made it super simple for you to get your form up and running in a matter of seconds. You can also easily include a familiar Facebook Like button within your emails. All Likes are included in your reports and can be used to segment or created automated actions. Social media auto-posting: When sending a campaign you can choose to also auto-post the campaign to your Twitter and/or Facebook accounts. We get your email content to your users in a legally sound and professional manner by paying careful attention to the various email list rules and regulations. Reporting With MailWorks you will know who opened what, and when; where they went, and what they read to develop a targeted communications approach to each market segment. Social activity stream: See campaign interactions and social activities in real time right on your dashboard. Instantly view mentions on Twitter, Facebook status updates, and campaign interactions (such as subscribe, clicks, and opens) as they occur.
MailWorks Powered by PRI 6 Subscribers geolocation: Get location data of your individual subscribers and view their home location and travel history. Use this information to optimize and segment your lists for better campaign performance. Read/open tracking: Find out how many subscribers are opening your email campaign. You can even view which individual subscribers viewed the campaign, how many times they opened it, and the date/time that they viewed your campaign. More Features & Solutions: Personalization Creative Design and Custom Templates Social Media Analysis and Tools Reporting Link tracking: See campaign interactions and social activities in real time right on your dashboard. Trend reporting: With our opens by time/day trend report you can see what time of the day, or what day of the week, receives the most opens. You can look across all your lists, for a specific list, or a specific campaign. By using this data you can find out the optimal day of the week and time of the day to send future campaigns. How People PRI Make a Difference We can help! Our experience with email marketing makes all the difference. We can recommend and advise based on your needs, no strings attached. Some of our top-level tips include: Be sure to offer interesting content, and if possible, content available only to your subscribers. Carefully pen your subject lines in order to get past spam filters but also to draw in readers. Be professional! Make sure your emails are spell-checked, proofread, and nicely formatted. Stay away from using one large graphic instead of text, most email previews do not show images. Give your results (reports) careful consideration in order to fine-tune and segment future emails, and maintain good list hygiene. Design your emails from the smallest smartphone, to the largest desktop computer. Pricing There are two one-time expenses: 1. To provide quality assurance, we will need to review, refresh, and test your existing email template, or design a new template. 2. Setup and integrate your domain to work with our platform. And we can discuss your current and future needs to assess which of our two ongoing expenses are best for you: 1. Regular monthly fee for an unlimited number of campaigns. 2. Bill per campaign, great for those who anticipate a relatively infrequent number of campaigns. PRI can help mentor you on email marketing s best, most successful, pratices. We are familiar with the process from start to finish, and enjoy sharing our knowledge with our clients.