HGA Creative Communications - email for themselves and their clients

HGA Creative chose Pure360, having assessed the options various email marketing specialists could provide. Marketing and Insights Manager, Prashant Lodaya, explains: “We were impressed with PureResponse’s ease of integration and simple interface.  Three years down the line we haven’t looked back, we also get great customer service from the Pure360 team.” 

Prashant continues: “The motivation behind using email marketing is to make use of personalisation and targeting, we use it to deliver highly targeted emails that boost overall campaign results.”

The company also needed an email marketing provider that could supply a white label service that was guaranteed to offer HGA Creative clients with solutions that matched their email marketing needs.  By white labelling the PureResponse email marketing software, HGA Creative can choose exactly what each individual client can do as well as what they can see in the system.  The software can also be branded in the agency or their clients' branding.   

Here’s an example of how HGA Creative use PureResponse for themselves... 

                         

The email marketing tools they need

HGA Creative sends regular newsletters and promotional emails to all clients and prospects.  The team are measuring KPIs like open and click through rates and have managed to achieve better than average industry rates in both.  Prashant explains: “Pure360’s integration with Google Analytics allows us to measure cost per conversion through all of our email marketing campaigns.”

HGA Creative also make use of the multiple subject lines feature to test which subject line will perform best with regards to open rates, before sending their message to the database in its entirety.

The  best thing is that all of the features that they use for their own email marketing can also be used for their clients', by using themselves they can pass on their expert knowledge of the system.

Social media integration and the Future

                                                      

Each email that HGA Creative send from their PureResponse profile feature all the social share buttons below; Twitter, Facebook, LinkedIn and YouTube... but not content with this, Prashant has some big plans for the future with regards to social media email integration.

Research from Merkel Inc shows that 42% of people surveyed checked their personal email inbox 4+ times a day.  HGA Creative wants to make the most of that insight and integrate social media with email marketing as effectively as possible. 

The agency plans to make use of Facebook’s open API Graph and “Sign in With Facebook” function to pull the highly enriched data from its subscribers. Details such as job title, employment history, location, interest etc are all controlled within Facebook’s privacy settings and those users which allow this data to be visible will populate their email database to further segment audiences. The Facebook sign-up also removes the barrier to subscribe because it only requires website visitors to log using their Facebook details.

James Lister, HGA Senior Account Manager says “The benefits are twofold. Our clients can send more relevant and personalised content whilst consumers get less content which doesn’t interest them. The next stage is to base email content on web behaviour such as liking, sharing and intent to purchase, rather than just static data. Consumers are 30% more likely to purchase when the offer is personalised.”

The future looks retargeted

In the future HGA Creative is also looking to use email marketing as a retargeting tool. Prashant explains: “For example, if we send an email campaign and a customer clicks through to our site from it their behaviour i.e. what videos they viewed, what pages they most engaged with, what services they looked at can be recorded.  This information will then be used to send out highly targeted, highly relevant information and offers to prospects and clients.”