Eco-Site, a rapidly expanding wireless tower and infrastructure company needed an email marketing program designed to be as agile, dependable and adaptable as the company itself. They wanted to increase the visibility of their colocation services, drive traffic to their Site Locator web tool and promote available tower sites.
But to start, we needed the ability to see email campaign results, gather engagement information of subscribers and optimize our efforts based on those findings. We connected the previously separate Site Locator tool and Eco-Site website under the same Google Analytics account, then integrated all of Eco-Site’s email campaigns together to track subscriber behavior between communications.
Next step was to ensure a clean contact list, which meant removing old, inactive and sometimes fake email addresses from Eco-Site’s records. We sent subscription confirmation emails to verify continued interest in receiving marketing communications and worked closely with regional sales teams to develop a master database with sortable fields to help filter for best-fit contacts when building email campaign distribution lists. Proper list segmentation is crucial to ensuring both a strong sender reputation and an active, engaged audience.
We wanted to create emails that were not only effective at communicating the Eco-Site message to potential customers, but also easy to use. We designed and developed several email templates with built-in modular sections and styles, making it simple to plug in as little or as much information as each campaign required – no developer help necessary.
Keeping user experience in mind, we added opportunities for recipients to choose their own path if the principal message didn’t resonate. For instance, if the main message was to drive traffic to a specific tower site, we also added click-through options to the Site Locator tool for additional sites.
It soon became clear we needed to reevaluate Eco-Site’s email service provider (ESP) – something crucial for ensuring deliverability, avoiding spam traps and most importantly keeping sender scores high. For months, Eco-Site struggled with their ESP to fix server-related issues that were beginning to sully its sender reputation — despite following industry best practices in all emails. We recommended they migrate to a different ESP — Mailchimp. Mailchimp’s strong sender reputation with internet service providers (ISPs), their proprietary abuse detection and prevention software, as well as the added level of domain authentication measures were some of the chief reasons we migrated Eco-Site’s ESP.
We also worked with Eco-Site’s internal IT team to make deliverability optimizations including adding a DMARC record to the organization’s DNS and authenticating both the Eco-Site domain and server IP addresses used to send out emails. By taking these steps, we bolstered ISP confidence in the safety and quality of our email content which in turn increased Eco-Site’s sender score and deliverability rates.