We help our clients to devise best-practice marketing programs for online customer engagement, and integrate these with other customer touch points.
High performance results come from intelligent use of a range of integrated marketing solutions.
Bienalto’s End-to-End Online Marketing Framework
From strategic advice to fully outsourced online direct response services agency, our clients usually engage us for the following services:
- Customer and prospecting databases
- Email direct response campaigns and programs
- A/B and multivariate testing
- Dynamic response
Customer and prospecting databases
Regardless of your marketing objectives, each organisation requires a fully profiled customer and prospect repository. This can be a daunting experience.
An authorised partner of Salesforce.com, Bienalto can expedite this process for you. First, we determine the profiling requirements and set up Salesforce.com by uploading data from legacy systems, including spreadsheets and email contacts.
Integrating Salesforce.com with your website and campaign execution platforms enables process efficiency. It also makes sense to establish automatic synchronisation with your corporate systems to capture transactional information. We can help you achieve all these intiatives, as well as setting up reports and dashboards, and establishing processes to maintain the integrity of your customer database.
Email direct response campaigns and programs
Email marketing is an essential part of any marketing mix. Used for regular customer dialogue, EDM (electronic direct marketing) campaigns and event recruitment, email is a tool for communicating operational matters efficiently and quickly.
Experts in best-practice permission based email marketing, Bienalto’s strength lies in crafting email messages tailored to customer profiles, that land the customer on an optimised web asset that will lead to conversion. Through strict processes, we manage and update campaign responses and customer data in your CRM system and iteratively build customer profiles over time based on click-through information.
We’ve found that content and the structure of an email often determines its performance. Our information architecture and testing experts collaborate to make your emails work harder for you.
Each campaign starts with a detailed targeting exercise. Using propensity scores, we identify the customers that are most likely to respond. While delivering maximum response, this also balances the frequency of communication with the customers. Similarly, we conclude each campaign with response analysis to capture lessons from the campaign.
To be fully effective, each email should be embedded into a multi-step customer journey. This approach moves the customer deeper into the relationship driven by customer activity and exposes the message multiple times.
Bienalto’s services extend from strategic advice to fully outsourced online direct response service provider. We can help you design best-practice email marketing programs, assess the effectiveness of your existing programs and develop a roadmap to revitalise your email marketing programs.
A/B and multivariate testing
The web provides a unique platform for real-time testing and optimisation. By constructing AB and Multivariate tests, it is possible to identify optimal offers and creative treatment that can improve the conversion results substantially. This approach avoids the difficulty of trading subjective opinions.
Ideal for optimising campaign micro-sites, email communications and major new functional elements for your website, AB and multivariate testing fine-tunes your online assets for maximum results, at a fraction of the production costs of these assets.
Bienalto can help you set-up meaningful tests in terms of traffic splitting, deciding on test factors or variables, and interpretation of test results to maximise the return on your online direct response campaigns.
We can also assist you in selecting and implementing your testing platform and train your resources if you wish to build internal capability in testing.
We have worked on both one-off projects, and as an extension of in-house teams on an ongoing basis. We can work with you as your testing and optimisation partner.
Dynamic response
Real-time dynamic response is frequently the missing piece in online customer experience.
Through segmentation and behavioural targeting, content and offers can be targeted to your customers to increase relevancy and response rate.
We discourage our clients from communicating one-to-one with customers online. The extreme cost and near impossibility of devising accurate algorithms to track the effectiveness recommend against communicating at this level. Simple segmentation based on key customer attributes to target content with fine-tuned offers and a clear conversion path repays handsomely and easier to administer.
Sophisticated marketing departments should know the next offer for each customer or segment by propensity modelling. Making this information available to your content targeting platform from the CRM system will enable cross-channel integration.
Extend this with behaviour- and event-triggered email campaigns (either as stand-alone EDMs or dynamic content in email newsletters) by integration of email campaign and web analytics solutions. You will notice the relevance and response rate will increase.
Bienalto can work you to put in place a sensible and practical segmentation and real-type dynamic response system.
