Marketing Automation and Email Strategy

Email isn’t dead. And it’s not going anywhere anytime soon. Our proven approach drives engagement through automated, personalized messages thoughtfully designed to create a more cohesive and meaningful brand experience.

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Why Email Marketing?

If you’re new to understanding how email marketing supports your marketing funnel, it will make you wonder why you’ve never done it before.

Email marketing, unlike any other marketing channel, touches every stage of the funnel. It should be leveraged across the entire sales funnel and beyond to maximize the ROI of every touchpoint.

The average user receives over 200 marketing emails per day

This makes the typical consumer inbox one of the most competitive landscapes your business will find itself in.

The average person has an 8 second attention span. A goldfish beats that with a 9 second attention span. 8 seconds isn’t a lot, and users are bombarded with marketing messages.

Tools like Mailchimp have brought the power of email marketing to the masses, which overflows a user’s inbox making visibility the biggest email marketing challenge of today and why the strategy behind the send is so important.

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Now more than ever it’s critical brands use their 8 seconds wisely to stand out and drive ROI.

Our Methodology for Email Marketing

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Design mobile-first emails

Did you know 69% of mobile users delete emails that aren’t optimized for mobile?

AxeDigital produced emails are designed in house for mobile first for the optimal end user experience.

Create strong subject lines

Your subject lines impact open rates and spam reporting.

Our channel expertise means we produce stronger subject lines while layering in impactful personalization to increase email engagement and decrease spam reports.

Optimize email deliverability

Email deliverability can really make or break an email campaign.

You can spend both time and resources on crafting the perfect email but if it never reaches your audience, all your effort goes down the drain. We know email deliverability is the crux of overall success so we layer reputation management in with our email offering.

Comprehensive strategy

Don’t forget the icing.

We also include list acquisition strategy, esp migration, integrations (website/email tool/crm/etc) in our core packages so our clients get the best foundation possible without all of the extra hidden fees.

Our Core Process

Email conception & planning

Copywriting & design

Coding, development, and data logic management

Automation build, execution, and management in ESP

QA, testing, troubleshooting, reviews and approvals

Post and send analytics and analysis

Designed for Success

Successful campaigns are easy to consume. Methods must be added to the creative process to establish structure that acts as a backbone to varying emails, from the simplest and most minimal to the most complex. The orientation must reflect the reading dynamics of recipients.

It may seem like a theoretical topic, but it actually has profound practical implications on the creation of the email and the use of the message by the recipient.

We know each of the different ways to compose emails based on the balance between content and layout. Method must always be added to creative freedom in order to avoid getting carried away by improvisation and to be able to count on a structure that acts as a backbone to varying emails, from the most minimal to the most complex.

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Over 80% of users will delete an email within 3 seconds if it doesn’t look good.

Ensuring design and strategy are aligned is absolutely critical to running successful programs.

If you get an email on your phone that doesn’t look good, what do you do?

The Proof is in the Pudding!

You may be in the setup stage if:
1) you don’t have an email service provider,
2) you rarely (or never) send email campaigns, or
3) you don’t have lead nurture automations.

What's included:

ESP (email service provider) research/onboarding
Basic and/or custom integrations
Internal design/brand guidelines
Industry and market research
List acquisition strategy and setup
Initial email strategy
Migration plan

All the fundamentals are in place, and we’re ready to start building automations and emails.

This is where we lay the groundwork for your email marketing channel, whether you are looking to increase conversion on your website or to capture more leads.

What's included:

E-commerce

Re-engagement campaign
Abandoned cart (2 part series)
Welcome series (3 parts)
Post purchase (2 parts)
Browse abandoned (2 parts)


Lead Generation

Lead nurture (2 parts)
Welcome series (3 parts)
Relation management (2 parts)
Re-engagement campaign

Basic flows and automations are in place, and it’s time to take your email channel to the next level. This ususally includes deeper segmentation and personalization on automations and sending stand-alone campaigns regularly.

What's included:

2-4 Stand-alone Emails (Monthly)

Email creation
List growth strategy
List migration strategy/plan
Email optimization
Demographic and industry research
Segmentation strategy
Deliverability maintenance (migration, list cleaning, etc.)
Reporting


Light Behavioural Automation - Segmentation and Personalization

Segmentation opportunity identification
Segmented email creation
Condition and filter creation
Post send monitoring
Reporting
Data feed customization


Flow Optimization and Testing

This stage is not applicable to all business, but it works well for those who want or need fully customizable email creation and integrations.

What's included:

Content calendar (8+ emails per month)
Project-specific data feed
MAT Development
Journey mapping
Data modelling
Project-specific backend integrations
Open time personalization
Advanced Testing
Custom dynamic content
Custom project

“Hawke did a stellar job identifying our lowest hanging fruit and leveraging the efficiency of our marketing campaigns to drive long-term revenue.A true growth partner!”

Ann Dixon - San Francisco, California

“Hawke is a pleasure to work with, and they have provided us with a team of intelligent people who get it. They’re our one-stop shop for e-commerce marketing strategies!”

Dean Cross - Portland, Oregon

“Hawke’s web team was able to quickly turn around a landing page that met the company’s standards and got us thinking more strategically about our user experience. Hawke understood our value proposition to our current and future community.”

Maureen Estrada - Austin, Texas

“We’ve worked with other agencies before, but when it came to relaunching our website and executing new opportunities. Hawke was the perfect partner. The account managers are extensions of our team, and we’re so happy to be working with them.”

Maureen Estrada - Austin, Texas

Let’s do this.

Axedigital has a proven track record to achieve our client’s business goals and marketing objectives. Every business we work with is different and requires a unique approach.

With our in-house creative team and experienced social advertising department, we have the tools and knowledge to help you launch the most successful advertising campaigns that are the most relevant to your business goals.

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