Brand, List Organization, and Acquisition
When updating your website or your visual brand it’s easy to forget about your other digital channels, like email. A unified brand presence in all marketing efforts contributes to the ultimate digital win – your brand is known and sought out.
We’ve introduced a new service to ensure your email marketing not only presents the same brand experience as your website, but is also optimized for ease of use and building new subscribers.
In the following, we’ll look at two websites, a nonprofit and an e-commerce site, to showcase how email optimization plays out.
New Website Case Study: the New York Society for Addiction Medicine
The New York Society for Addiction Medicine (NYSAM) is a physician-led professional community committed to the advancement of evidence-based addiction science and care so that we can overcome substance use disorders and the disease of addiction. Their work could not be more important or critical at this time. They needed a new website that would effectively communicate their expertise and build trust.
NYSAM hired Status Forward to help modernize their digital brand, organize their messaging, and deliver a website that inspired public and society member engagement. We were thrilled to help.
Here’s a quick before and after of their homepage:
But updating how you digitally communicate your brand is not complete when the website launches. It’s also important to update the look and messaging of your other channels, like social media and email. We did so for NYSAM.
NYSAM relies on email to communicate important advocacy news to the public, as well as training opportunities, events, and addiction science research to their members. As such, it was critical that their email efforts matched the website.
Status Forward re-designed NYSAM’s emails to reflect the brand including fonts, colors, and a more modern delivery. We developed three new templates for NYSAM to work from based on the types of emails they deliver most frequently:
Automated Welcome Emails
We also designed an on-brand welcome automation email to trigger each time someone new subscribes to NYSAM’s newsletter:
Automated welcome emails are particularly helpful for e-commerce stores that want to offer a coupon code to first-time subscribers. The following is an automated welcome email Status Forward created for Saraz, a niche e-commerce site that sells handcrafted handpan instruments:
When email is a primary channel for communicating with your audiences or, in the case of e-commerce, for garnering sales, you also want your website to contain strong calls to action that continuously build your email list.
Status Forward’s Email Level Up includes designing and incorporating popups and other email acquisition methods into your site.
The following shows an e-commerce email acquisition popup that inspires sign-ups by offering a coupon code (which is delivered in the automated welcome message).
Email List Organization
To properly utilize an email list or lists it is essential that the list is properly categorized so it makes sense for the unique needs of each company or organization so that each can communicate with ease and specificity.
Status Forward worked with NYSAM and Saraz to identify the different types of email campaigns that could be sent over time to ensure their email list was organized in a way that made it simple to send highly targeted emails.
The following shows options for how NYSAM can create emails for different types of members based on how those members are tagged:
For many nonprofits, it’s important to organize types of members or stakeholders because messaging may be different for each. For example, NYSAM may have opportunities to communicate that are specific to student members or early career members that may not be relevant to other types of members. By organizing their list into appropriate segments and tags NYSAM is now able to be highly specific with the information they are sharing and to whom.
The final piece of email optimization is tracking. We’re often surprised by how few websites and organizations actually look at data for how users coming from email efforts interact with their websites. While Mailchimp has fantastic reporting metrics within the platform itself, it’s critical that Mailchimp is integrated appropriately with Google Analytics so you can compare your various marketing efforts in one location.
To comparatively measure email you must ensure it’s properly connected to Analytics. As part of our Email Level Up we make Analytics work for you.
Email Level Up with Status Forward
You don’t need to have worked with Status Forward on your overall web design to engage in our Email Level Up service. If your brand is already in order check if your email is too. If not, our new service may be right for you.
We’re happy to work with existing sites and brands to ensure your email marketing is working for you.