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Background
Through the various campaigns we have created, and executed, over the years, we have built-up a highly segmented database of individuals within the technical and industrial sectors.
As the list grew, we decided that is was time that we used this data to provide the companies that we work with, a valuable and targeted way of executing the campaigns that we create for them. As a creative agency, we knew that bulk e-mailing was not what we wanted to do, so we set out to produce a unique and effective solution, that would nurture, and provide our audience with something different.This is how JGT InSights was born.
The first step and primary focus, was to define the service. In order for it to be a success, we needed to make sure that the audience accepted the concept, and more importantly once they had, that we remained true to what it was that we were going to provide them with. There are four core fundamentals to this service, which were agreed with our audience. They are as follows:
The Content
We agreed that we would only send them content that was fresh, unique, and aimed at providing them with some insight. No press releases, or latest product e-mails, unless the products are not the main focus. The messaging must be shaped around the applications, and delivered via content that is substantial, such as webinars, infographics, and video. The audience want to learn about or relate to something, before being sold too.
Frequency
We did not want to be a bulk service provider, nor were the audience keen to receive the same old press releases, and product related content they see, all day long. There is no set frequency. We send them an e-mail, when we have something worth sharing with them.
Campaign Based
A campaign based system, ensures that we are not sending out e-mails on a daily basis, that haven't taken time to create, and that don't provide them with something different. Each campaign we create has its own unique concept, target audience, and look and feel, which is what we wanted to provide our audience with. The campaign based approach is a crucial part of the next pillar of the service...
Relevance
Part of the strategy of building a campaign, is to make sure you know who your core audience are, so that you can then shape the message and the elements of the project, specifically for them. Our campaign based approach ensures that we narrow down each individual who gets an e-mail, based on the preferences they chose, from sector to application, when they opted-in. Crucially, they are also willing to open up and view the e-mail, because they don't fill up their inbox 3-4 times a day. We focus on 'Less is more', and making sure we look after our exclusive audience, by providing them with relevant content, that aligns with their interests.
Benefits
The question we always pose to our clients is... Why would you want to send out a bulk e-mail? The simple answer we get is, because it reaches more people. As we have said above, this is not the right mind-set, particularly when it comes to businesses that service, niche markets. We have outlined some of the key benefits of the what JGT InSights offers, in taking a more thoughtful, and targeted approach...
Regions and Sectors we cover
