January 2006

E-marketing expertise "essential" business tool

Following the significant rise in demand for Electronic Direct Marketing (eDM) services, Protean Marketing Communications Ltd has cautioned that the tactic requires expert execution to fulfil its profound potential for today's forward-looking businesses.

"While it is widely acknowledged throughout the industry that e-marketing represents something of a business communications revolution, it must also be recognised that current legislative and technical demands require a thorough understanding of the medium, which must be deployed expertly," comments Protean MD Greg Robinson. "By covering every aspect of eDM fulfilment, we are able to maximise the substantial benefits we deliver to our clients. Moreover, our understanding of technology evolution means that we are able to consistently develop new concepts within this field to both drive advances in B2B marketing, and in the businesses we support."

According to Robinson, the key to an effective eDM portfolio is rooted in its ability to be flexible, coupled with the correct blend of integrated marketing, design and technical expertise. In line with this philosophy, Protean has developed an extensive portfolio of eDM services and - following a series of high profile eDM campaigns - is now recognised as a leading expert in this field. From establishing a framework of HTML e-mail shots and newsletters to the construction of single proposition mailers, Protean's service spans strategic campaign consultation and template construction, right through to managing successful distribution, delivery and metrics.

"Several of our clients are engaged in long-running strategic eDM campaigns, consisting of regular e-mail messaging and html newsletters for example, while others use the tool to promote specific events or to capture client data securely," adds Robinson. "At Protean, experience has shown that when executed excellently, eDM has an extremely significant role to play in the promotion of corporate identity and customer relations. In fact, where immediate, personal communication with customers was once considered a marketing luxury, it is now an expected part of progressive business interactions. As such, it is true to say that eDM expertise has become an essential business tool."

In addition to having the design and copywriting expertise to ensure that a client's message is communicated effectively, Protean's intelligent eDM system will ensure e-mail content passes successfully through spam filters while reporting on emails received and opened. This system also enables clients to build on the success of a particular eDM campaign by analysing metrics such as click-through rates and conversions. As the most effective eDM campaigns will be supported by comprehensive customer data, Protean is also able to source a targeted distribution list that will enable clients to optimise their eDM opportunity.

 

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Protean Marketing Communications Ltd is a comprehensive, business-to-business communications agency based in Berkshire, UK. Founded in 1991, the company has in-depth marketing and account-handling expertise, combined with a passion for communications and a wealth of creative energy. Using marketing, advertising, PR, direct mail, electronic media and design, Protean aims to convey the core business message of their clients to target audiences effectively.

Contact for further information: Greg Robinson
Protean Marketing Communications Ltd
Communications House
Station Road
Cookham Rise
Berkshire SL6 9BU
Tel: +44 (0)1628 648530
Fax: +44 (0)1628 529087
Email: greg.robinson@protean.co.uk
Web: www.proteanmarketing.com