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The email marketing channel is still one of the most popular and accepted methods by which companies communicate with prospects and customers.
There are a thousands of consumer email lists on the market from generic lifestyle database to more niche subscriber lists. Whilst many cannot be bought on a straight CPA/CPL basis you can still use email to work back to these metrics when buying on a CPM or better still a hybrid basis. Most email list providers are working back to an equivalient eCPM rate to judge whether the campaign works for them. Similarly, the advertiser uses an equivalent eCPA rate in order to judge its success. Fuse is able to add value through improved targeting and conversion to make the campaign as profitable as possible and acheive a win-win position for both parties.
In terms of creative execution, it is fair to say that open rates are dependent on list quality, subject line and category of email (i.e. loans, entertainment, etc). Whereas the click through rate is the task of the email copy with the landing page/form design being the major influence on lead quality and volume. It is vital to understand the role of each link in the chain in order to optimise every possible aspect of the campaign.
Fuse embraces a rigorous test and learn approach, so roll-out campaigns are scalable and risk-free.