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Email Marketing Services Case Study : Academy of Executive Coaching

The Mission

The Academy of Executive Coaching (AoEC) are passionate about the benefits of coaching and coach training. They needed someone to take over the design, development and distribution of their regular email newsletters. These newsletters would be sent to around 15,000 contacts on a fortnightly basis advertising the upcoming courses and training facilities offered by AoEC.

The email design would need to be bold with high impact imagery as the message would be sent to a purchased email list, rather than just to current customers who would be expecting further communication.  It would need to quickly explain who the message was from, what it was about and most importantly, why it shouldn't be ignored.

The Plan

The AoEC wanted to establish their brand as the recognisable and trusted face of executive training.  These email messages could carry up to four distinct messages and each one would need to be clear and concise without diluting the effect of the other messages.

Multiple links would be included within the messages each directing the recipient to well-defined and unique landing pages enabling AoEC to track which message within the email was most popular and which was being overlooked.

We focused on designing colourful, attractive and intuitive newsletters in line with the AoEC branding guidelines, all the while following strict coding regulations to ensure that the important sales messages didn't vanish into customer's spam folders.

Factors considered with the competition included:

		Use of relevant imagery
		Relevancy of email content
		Code optimised to reduce chance of being 'spammed'
		Ease of access to the dedicated landing pages
		Email recipients should be directed to the most relevant dealership

By considering these factors, we can quickly gain an impression of how the email should be designed and coded. There is no point creating an email message for your clients and have it vanish into the ether unread!

Since the database was a purchased mailing list it was essential that any 'unsubscription' requests and 'bouncebacks' would be processed to ensure they were removed from any future mailings.  The last thing you want is an annoyed customer!