To establish context, we always execute background research on our client and their product and services, and wherever possible use brand guidelines to inform content development. We dissect every brief to understand if it’s a stand-alone message or a segment in a campaign and ensure the content matches your email segmentation strategy. We take into consideration what the goal of the content is. For example, whether it is designed to be creative brand communications, or whether it is more direct transactional messaging.
We understand that there are KPIs attached to emails and can modify content to improve open rates, click rates and actions. We optimise this process by considering historical data from campaign analytics or by organising A/B tests to understand the impact of variations of local language content. Finally, we consider the technical parameters to make sure that the content sits beautifully within the design templates and formats, ensuring that opportunities for engagement are optimised across all content.