email marketing success

Designed for marketing decision makers, I will come and run interactive workshops that will equip you and your team with immediate action points for more successful email marketing campaigns.

Mark Gooding

Email platform entrepreneur Mark Gooding has developed a unique framework to help marketers deliver better and more effective messages. It is called the MATTERS messaging framework.

With experience working at the forefront of digital marketing technologies in addition to lessons gained overseeing successful as well as not-so-successful campaigns, Mark and his team are able to share valuable insights with your marketing team.

Master these 3 areas using our unique framework:

  1.  Email Capture: Build strong lists by creating email capture forms that maximise the quality and quantity of your leads.
  2.  Email Messaging: Optimise email messages for deliverability, open rate, and clickthrough.
  3.  Email Landing Pages: The ultimate goal of most email campaigns is conversion. We can help you use email landing pages that turn clicks into sales.

Get in touch today and I will show you a way to better results with less hassle.

MATTERS framework for successful digital marketing

Our framework puts the output of your digital communications strategy at the centre of any conversation. We ask the questions and give your marketing team the answers for a balanced multichannel approach resulting in messages that will make a difference.

  1. does it Motivate?

    Everyone intuitively asks the question, "What's in it for me" Do your messages answer that question satisfactorily? In order to do so you must understand your subscriber by first understanding what your data is telling you. Profiling your customers effectively, getting a deeper understanding of their interests and motivations for buying (substitute your action of choice here) is the first step to sending messages that matter.

  2. does it inspire Action?

    Supermarkets are laid out to maximise profits. If you're like a lot of people (or shall we say men!), you may also feel they are specifically designed to disorientate and confuse due to a bewildering amount of choice when looking for a specific item. To ensure your messages inspire a subscriber to react avoid confusing them with multiple calls-to-action and poorly positioned signposts as to what to do next. Focus on a single call-to-action approach through all stages of the customer conversion path.

  3. is it Truthful?

    The basis of any healthy relationship is trust. Lose it and the relationship is broken, sometimes beyond repair. Use your digital communications to reinforce a consistent message. Connect your messaging across the digital channels of email, social, mobile and the web to make your subscribers feel positively about you and your company... but don't tell fibs! Watch out for subversive tactics like misleading subject lines to get people to open your emails only to observe the subsequent decline in lifetime customer value.

  4. is it Timely?

    Is this one of the most overused marketing phrases? "Right message, right time, right place." As with most panaceas it is very hard to achieve. Technology can be a great friend to help achieve significant progress in each of these areas and in particular the most elusive, timing. For example, being able to accurately determine when individuals are reacting to your emails and then sending personalised messages at the exact time and day of last engagement is a fantastic way to lift response rates.

  5. will it Engage?

    The first step to answering that question is to measure and quantify "engagement" in a way that is relevant to your business or organisation. In general, superficial measurements such as email open rates are a poor indicator. You need to be able to examine deeper statistics such as conversion rates and connect that to an integrated picture of overall customer engagement. Segment your database into engager groups and move into an understanding of when customers move from one engagement group to another. Start to become proactive about addressing customer drop-offs rather than reactive.

  6. is it Relevant?

    The biggest influencer on opt-outs to emails is that people do not find them relevant anymore. Irrelevance is a self-prescribed curse on your digital communications. It is even possible to send the right message to the wrong people. Customer profiling combined with an engagement-led marketing plan will enable you to explore new avenues such as varied messaging for different customer and engagement groups. Universal content that is then dynamically segmented to different groups and individuals based on their interests is one way to achieve relevance and prevent your opt-out rate increasing.

  7. does it tell a Story?

    The enjoyment derived from books and movies goes to show how everyone likes a good story. The best of them have a good beginning and a good ending. The middle bit makes you want more, the "can't put it down" addiction! Great stories are just that because their directors and authors understand people and the way they think, their thought processes. Digital marketers should aspire to being good storytellers by connecting communications to experiences for their readers. By digging deeper into understanding thought sequences, marketers can map out smoother conversion paths for their customers and prospects.

" Mark has always provided excellent support and advice in regards to email marketing and in my opinion is helping lead the industry. I have worked with Mark in both an agency and in-house capacity and always value his insights and recommendations to get the best out of campaigns. A pleasure to work with. "

Cat Stormont - Alto Marketing

Some clients I have worked with -- projects details always kept confidential