Over time, Direct Marketing has assumed a strategic role for companies. Despite the explosion of social networks, e-mails remain the main communication tool, especially on a professional level, representing a key means for acquiring new customers and for their loyalty.

In general, Direct Marketing campaigns are divided into different main types with different communication objectives:

 

  • NEWSLETTER: have editorial content and are aimed at customers and / or prospects, offering periodic information.
  • DEM: mainly contain promotions, updates and launches of services or products
  • SMS: SMS messages to be even closer to the customer at the right time
  • AUTOMATIC MESSAGES: emails or SMS are sent automatically when an event occurs: a particular recurrence, an action based on the history of a purchase, etc.
  • TRANSACTIONAL MESSAGES: automatic messages are sent with useful information such as the shipment of an order or the details of a purchase

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* Campi obbligatori

Our services cover all the phases of a direct marketing campaign: the analysis and identification of profiled prospect lists, the creativity and design of the graphic layout optimized for each device, the copy editing part for SMS or DEM, sending through a professional platform to the DBs and, finally, the analysis of the results for the customer with ad hoc reports.

We are official partners and resellers of professional bulk mailing platform MailUp.

Phases of the project

1. Database definition

 

Once the brief is received from the customer, the activity is set up, first of all defining the database to be used for sending. Different cases can occur.

  • If the DB is owned by the customer: in this case, the excel or csv file with the list of recipients’ emails must be provided to the Agency; the personal data used must have explicit and verifiable consent to allow their use. Spada Media Group will then take care of sending with the professional mass mailing platform MailUp.
  • If the customer prefers to use an external/winning DB: proceed with the identification of the list closest to the target of interest, making a selection from the main publishers. In this case, the sending will be carried out by relying directly on the publisher’s proprietary platform (therefore you will not have the details of the personal data to which the message was sent but you will have a report with the aggregated data). From the point of view of the target, it is possible to set both the geographical area of ​​reference and any demographic data such as age, gender and interests.
  • If the customer intends to purchase a database directly: it is a profiled and targetable B2B database by geographic area and specific company data (sector, company size, etc.), to which it can then be sent via the professional MailUp platform.

Timing: 5 working days (to be confirmed based on the specific project)

 

2. DEM design

Once the sending database has been defined, it is possible to proceed with the design of the e-mail message: first of all, the subject of the campaign is identified with the customer and starting from that, a graphic layout and a draft of the contents, both graphic and textual, are structured. The final format of the DEM can be in jpeg or html, according to the specific requests of the customer.

Timing: 5 working days (to be confirmed based on the specific project)

 

3. Landing page definition

It is important that each e-mail message contains a link to a specific landing page, generally optimized for mobile, and that it contains a contact form, so that the user can immediately send a request for information. The landing page can be present within the customer’s site, or it can be created ad hoc, directly in MailUp or on a specific domain.

Timing: 5 working days (to be confirmed based on the specific project)

 

4. Sending test

Before proceeding with the final sending of the message, an internal test is sent to verify the correctness of the display from the various desktop/mobile devices and the absence of textual typos. Using Maip Up the sender-name can be customized.

Timing: 1 working day (to be confirmed based on the specific project)

 

5. Send DEM

Once all the materials have been approved, the message is sent to the identified databases, through the professional Mailup platform if it is a sending to a database owned by the customer or through the platforms of the selected publishers. Sending can be scheduled on a specific day/time.

Timing: 1 working day from the approval of all materials

 

6. Reporting

After about 1 working week from sending, a report is drawn up with all the data relating to emails delivered, openings and clicks recorded by the message. In the case of a database owned by the customer, if required, an excel file can also be provided with the details of openings and clicks, in addition to the inactive/incorrect recipients, in order to proceed with cleaning the list.

Timing: 5 working days from the end of the campaign (to be confirmed based on the specific project).

Staff employed

 

  • Account Manager: is the reference figure for the customer and is responsible for managing all the operational phases necessary for the launch of a Direct Marketing campaign, acting as an intermediary between the customer/commercial area/web marketing specialist.
  • Direct Marketing Specialist: takes care of setting up and managing the campaign from a technical point of view, keeping in touch with the publishers of the various external sending platforms and working with the MailUp platform in the case of internally managed mailings.
  • Copywriter: takes care of drafting the contents of the e-mail message and any landing page, using an engaging writing style suitable for the type of media used.
  • Graphic Designer: takes care of creating campaign materials (e-mail and possible landing page) from a graphic point of view, devising the layout and the creative concept respecting the technical specifications of the media.

 

Plus of the service

  • Spada Media Group is MailUp Partner having specialized and certified staff, being also able to count on a direct and preferential communication channel with the platform.
  • The only interlocutor for the customer in the realization of DEM campaigns in conquest: it is the Spada Media Group that has direct relationships with the advertising publishers who own the databases.
  • Strengthening of strategies for the acquisition of new customers and their loyalty by sending personalized messages.

 

Why choose Spada Media Group

  • Mailup Partner Agency
  • Consulting approach with a focus on digital marketing
  • Single agency for cross-media campaigns
  • Design of off-site and on-site strategies aimed at specific objectives
  • Constant monitoring of campaign performance
  • Dedicated team of digital communication specialists
  • Training and continuous updating
  • Google Premier Partner Certification
  • Accredited Professional Bing Ads
  • Facebook and Linkedin Marketing Partner
  • Prestashop Partner Agency