Email Best Practice

At KMP we are committed to Best Practice. It is important that our customers feel safe and all Best Practice guidelines (as stated by the Direct Marketing Association) are adhered to.

Good quality prospect and customer data is the key to a successful email campaign. Data collection is an important process, and we realise that when collecting personal data, which includes an email address, there are certain guidelines that must be followed.

Data Hygiene is a well-understood concept at KMP, and we ensure that we capture and store the data load date and the source from which data is obtained. Good list hygiene practices, ensuring the quality of customer and prospect data, are paramount to developing consumer trust as well as facilitating message delivery.

Email marketing campaigns are an integral part of KMP, and there are many factors that can determine their success. With all email campaigns, clear goals are established and then tracking is put in place in order to capture data that will inform the campaign manager as to what degree these goals have been achieved. At KMP we understand the importance of getting "the right message to the right person at the right time."

It is important that the recipients of the email marketing campaign have the option to easily unsubscribe from the campaign at any time. Using the MessageSender system, users can easily unsubscribe with just one click.

Personalisation and relevance of email campaigns are two important concepts at KMP. The use of personalisation with an email provides an opportunity to communicate with individuals at a more intimate level. Relevant data includes previous purchase history, enquiries or preferences and we have the expertise to maximise the use of this data.

A major attraction of email marketing is the transparency of the medium provided by the performance metrics that can be obtained. These metrics can help track the success of a campaign, enable better targeting of the audience and help keep lists clean. Helpful metrics include click through rates, open rates and delivery metrics, which include:

• Emails sent
• Emails delivered
• Emails failed due to invalid email address or bounced message