Making it Relevant

Shaw Strategic Services brings over a decade of experience specializing in customer-focused email marketing. We’ve designed, built, and optimized hundreds of email marketing initiatives for companies of all types and sizes, in the process acquiring a keen sense of how to engage your prospects and customers using email.

Thinking of something else you need or want to customize what you see? Simply contact us and we’ll happily arrange it!
 
 

Email Lifecycle Marketing Planning Workshop

Jump start your lifecycle marketing efforts with this half-day facilitated planning session. We’ll help you build momentum and get buy-in for your strategy by bringing together key stakeholders to develop your lifecycle marketing roadmap. In the onsite meeting we’ll present the results of your situation assessment, brainstorm lifecycle marketing program ideas, share case studies for your industry vertical, and prioritize opportunities. Your final deliverable will include a lifecycle marketing roadmap and an outline for each of your three highest-priority programs. 

Email Lifecycle Marketing Program Design

Quickly define and deploy a lifecycle marketing program such as Shopping Cart Abandonment, Brand Introduction, Lead Nurturing, or Customer Reactivation. We’ll identify the program objectives and map the data flow, campaigns, and decision trees. We’ll provide detailed business rules including campaign sequencing, cadence, content, and personalization. We’ll also develop the creative specifications and testing plan.

Email Marketing Best Practices Training

Bring everyone in your organization up-to-speed on the latest email marketing best practices, including those accountable for P&L of the email channel, program managers, campaign builders, and creative resources. This on-site half-day training course is tailored to your industry vertical and email marketing experience. Curriculum includes:
  • Email acquisition and progressive profiling
  • Industry trends and benchmarks
  • Program design and data-driven strategies
  • Case studies
  • Deliverability tips
  • List hygiene and data management
  • Optimizing creative and testing tactics

Optimization Audit

Improve your ROI for email marketing. Evaluate the success of your efforts with this comprehensive analysis. We’ll look at response rate trends for each program and campaign type over a 6-quarter period and compare your metrics to internal and external benchmarks. We’ll also audit the customer experience from opt-in through opt-out and review your email and landing page creative. We’ll identify opportunities for improvement and provide actionable recommendations to increase response rates.

Email Marketing Strategy

Shift from “batch and blast” to a lifecycle-driven email marketing strategy. We’ll identify gaps in your existing efforts, and prioritize and define new marketing programs. This detailed 4-quarter roll-out plan will help you to increase response rates, introduce more sophisticated tactics, and increase automation.  It will include detailed specifications for each program.

Deliverability Assessment

Improve your reach and bottom line by tackling one of the most challenging aspects of email marketing – deliverability. We’ll assess your risk for filtering, blocking, or black-listing, and make sure your campaigns are rendering properly in all of the major ISPs and email clients. We’ll audit your unsubscribe process, analyze your bounce handling and list hygiene, and benchmark your key deliverability metrics. We’ll also ensure that you’re CAN-SPAM and RFC compliant. Through this process, you’ll get a clear assessment of your reputation, and learn how to navigate the complex world of ISP relations, ensuring that more of your emails make it through to the inbox.

Email Technology Vendor Evaluation

Leverage the expertise of an email marketing “insider” who’s worked with and for several of the top-rated companies in the space. We will help you identify the best technology for your business based on your unique criteria. We’ll develop your Request for Proposal (RFP) including requirements and use cases. We’ll also identify the companies who will be invited to participate, and rank those companies based on their proposals. Next we’ll plan and lead meetings with the top-three choices, and facilitate the final selection process.

Testing Plan & Analysis

Hone in on the most effective audience/targeting, creative/content, and offers with a formalized test plan. We’ll help identify and prioritize testing opportunities, define the testing methodology, execute the tests and evaluate the results. Whether you’re looking to implement A/B split list testing, or multivariate testing, Shaw Strategic Services can help you realize a culture of “continuous improvement” by facilitating a formal test plan and subsequent analyses.

Email Operations Plan

Maximize your limited resources with an Email Operations Plan. We’ll create a staffing plan and identify resource requirements including roles and responsibilities. We’ll also help institutionalize “best practices” through formal documentation of your Email Style Guide, HTML coding conventions, quality control checklists and processes, list hygiene processes and reporting processes.

Quantitative and Qualitative Research

Better understand your customers through customer satisfaction research, customer attrition research, brand awareness research. Expertise includes survey design, execution, and analysis, focus groups, and competitive analysis.


Please contact us for more information on how Shaw Strategic Services can help you find the shortest distance between your email program and success.