:: Welcome to TailoredMail™
Customer Retention and Prospect Nurturing
are two of the most strategic uses of Email Marketing. If incorrectly executed,
your company could be unwittingly SPAMMING customers - damaging your brand, trust
and future potential. Since its beginning, TailoredMail is the first, and only,
hosted email solution designed to address this issue head-on. TailoredMail engages your audience by allowing them to
choose what they want to receive by topic, keyword, context, frequency, format,
priority and much more – so that each email delivered is unique and relevant to that
individual.
But that's just the beginning of
what TailoredMail can do. Our approach helps you deliver better CONTENT,
achieve worry-free LIST MANAGEMENT, and receive more meaningful
FEEDBACK - resulting in continuously improved communications.
TailoredMail is built upon the premise that the
future of email marketing will require new thinking, to improve upon the current
approach of
"campaign"-oriented communications. TailoredMail lets the subscriber choose what
they want, when they want it, and how they want it. It also provides publishers
with innovative content creation and management features to engage the audience
– and deliver the most relevant content possible. Our premise, which has been
proven with implementations at Microsoft, Brooks, Whole Foods Grocery, Shell Chemicals, Hewlett
Packard and other, is if email "trust" and flexibility isn't provided and
adhered to throughout your company, then the recipient will eventually ignore
the messages and diminish your brand, much the way users ignore banner
advertising.
Key Benefits
BETTER
CONTENT
No spam: TailoredMail allows subscribers to
choose from specific topics (any number) - so when you broadcast, you can
target highly specific interests. You can even have users select the TYPE of
content they want (Sales vs. Technical, Male vs. Female, etc.). They can choose
the frequency that they are willing to accept email, the format, keywords, and
even the priority of which articles should appear first in their email.
TailoredMail’s unique approach guarantees that subscribers never receive
articles twice – and ensures that recipients only receive content in the topics
they have chosen.
TailoredMail also has
numerous advanced features to ensure you are delivering the best possible
communication; frequency governors to control how often your company sends
content to a single individual, article governors to ensure an individual
receives the right amount of content, automatic most-popular article sorting
based on users behaviors, and much more.
Easy authoring:
multiple authors can enter and
preview articles, as well as design hosted click-through pages or microsites using our complete HTML Editor and spell-checking - (or,
alternatively, you can enter simple text), and a central individual can approve/broadcast them. TailoredMail
offers a unique "content sequencer", where you can enter articles to be
delivered in a specific order – such as tips/tricks, or a specific marketing or
training set of messages to be delivered one at a time. This approach
promotes
continuity between emails, as well as allows you to “tell a story” so that
messages build upon each other over time. You can also schedule content to
start and stop at given points in time, insert pictures, add custom HTML, and
select which segment of your subscriber base should receive a specific article
(e.g. employees, partners).
Multi-project integration: TailoredMail makes it a snap to
set up multiple newsletters, campaigns, surveys, and share content/articles between them. Perhaps you have
a set of strategic partners or clients that you want to “tailor” in their look
and feel, and write specific articles appropriate to them, yet still leverage
the content created for other newsletters – sharing them between “templates” is
as simple as the click of a mouse.
WORRY-FREE LIST MANAGEMENT
Full list management: TailoredMail removes duplicates,
handles bounces (hard and soft), provides one-click unsubscribing, forwarding,
and editing/changing of ones preferences. These profiles can be password
protected, and TailoredMail automatically manages any “lost passwords”. The
system automatically removes duplicates, and provides a comprehensive
administration interface to manage users.
Full import/export: You can upload or download lists
in Excel at any time, giving you the flexibility to manage your list – or
analyze it with an external tool. Additionally, TailoredMail can build
customized real-time data exchange interfaces with your CRM application. We’ve
built interfaces for Onyx, Seibel and Vignette, for example, and can customize any
solution for you.
MEANINGFUL FEEDBACK
Tracking/reporting: Any link placed in your emails can
be tracked and reported to help measure message success. These real-time
reports show you what subscribers have clicked on a link, and how often. We
also track how many emails were opened, bounced, and forwarded (and whether the
forwarded person subscribed). You also can view aggregate demographic and
interest-area profiles to help you understand who your audience is, and what
they are interested in.
Feedback: TailoredMail includes an
instant-poll creation wizard to build feedback forms and polls (e.g. ask the
editor, rate this story, take today’s instant poll). They can present users a
graphed result of their answer as compared with others – or they can simply
collect valuable marketing information and email the results to the
editor.
We also offer a sophisticated,
dynamic survey capability that provides branching that ensures follow-up
questions are related to previous answers. Real-time reports of aggregate and
individual responses are provided. This solution has been used regularly by
clients such as Nintendo, RealNetworks, Microsoft and Wegman’s Grocery.
HOSTED: Express,
Enterprise or Name-Grab Solutions
Pricing: TailoredMail is
offered in three pricing models (in all cases, TailoredMail can be canceled at
any time with a one-month cancellation fee):
TailoredMail Express: Designed for a specific department solution (e.g.
corporate newsletter, marketing campaigns, etc.). This offers a set-up fee, and
a month-to-month service fee based on the number of emails that are broadcasted
(a CPM) – pricing starts at $350/month. TailoredMail can allow clients to be up
and running within 24 hours, if desired. You can fully customize the look of
your email newsletter/campaign/project. The TailoredMail marketing staff works
with you to define the look, topics and content style that best match your
audience. Additionally, TailoredMail personnel can enter all the content for
you, if you wish, and test/edit articles – then broadcast your messages. This
provides greater peace of mind to most of our clients.
TailoredMail
Enterprise:
Designed for company-wide solutions across multiple departments. This enables
unlimited use of TailoredMail – with dedicated servers, set-up, training and
support. This requires a yearly license, and comes with a service-level
agreement and tighter development integration. TailoredMail’s enterprise-wide
features allows for unlimited authors, templates, permissions, reports – and
provides a global frequency and profile manager so that your subscribers are
assured of not being spammed – and receive a one-place-to-go webpage (in your
look and feel) to sign-up, edit or unsubscribe from anything you may offer.
Pricing starts at $1000/month.
TailoredMail
Name-Grab: This
turnkey solution is designed to be placed on your website homepage as a means to
capture and engage users to learn more about your company or service. All you
have to provide is a specific “offer”, such as a white paper or an interesting
eGuide on a topic that your audience may find of value. TailoredMail will
capture the individuals name and email, double opt them in, and then begin
dripping sequential content to them over a predefined schedule you want to set
up.
SHAREBUILDER Example:
Needs:
ShareBuilder.com, one of the Internet's leading financial investment sites for
individuals, wanted to capture visitors to their home page and engage them in a
6-day, one-email-per-day marketing program that educates them on financial tips
and advice. The goal was/is to drive new "subscribers" to their service by first
"educating" them - getting them more comfortable with ShareBuilder's investment
approach.
Solution:
TailoredMail's "sequencing" and "double opt-in" features are creating a
significant new business for ShareBuilder. Each day, new prospects sign-up to
the tips as an "introduction" to ShareBuilder. The "lessons" are designed to
ultimately convert them to customers, and if they don't, TailoredMail provides a
follow-up campaign after 30 days that drives new sign-ups. TailoredMail
automatically knows which prospect should get which tip each morning at 6am, and
each tip is tracked to determine when prospects are converting to customers,
when they're opting out, what articles/links get the most click-thru's -
allowing ShareBuilder to adjust its messages to generate the biggest impact.
Results: While
ShareBuilder retains the exact data for proprietary reasons, we can share with
you that those individuals who have gone through the tips and then convert to
customers trade significantly higher amounts, invest faster and have a greater
customer lifespan than those who haven't gone through the "lessons".
To enhance such a solution
for you, TailoredMail also offers a search-engine "ad-word" marketing program
designed to bring new users to the site and sign-up for the "tips/lessons". The
program ensures that prospects who aren't yet ready or comfortable with
"requesting more information" or signing up for a newsletter can get value out
of the ShareBuilder visit - and determine if their style and approach is
something they're comfortable with. Check it out yourself in the upper
right-hand corner of their website:
http://www.sharebuilder.com
TailoredMail Unique Features
TailoredMail provides breakthrough email capabilities not found in other solutions, designed to adapt to each of our clients unique business needs – such as:
Multi-leveled Message Filtering
Dynamic Message Branching
Direct Message Feedback
Multi-newsletter Replication
Corporate Data Integration
- Multi-leveled Message Filtering: The most obvious aspect of users getting highly individualized content can be seen with TailoredMail's use of "unlimited" topics. But this only scratches the surface of how it can further target content so that only the most relevant information can get delivered:
- Topics – as mentioned, you can set up your user subscription pages to a TailoredMail newsletter by allowing users to select from any number of specific topics of interest. Examples might include specific products, solutions areas, industries, and so on.
- Filters – these come in two categories; public and private. Public filters are presented to the subscriber when signing up, and are designed to capture the "context" of the users interest. For example, Brooks Shoes uses public filters to ask how far someone typically runs in a month, and whether they are male or female. In doing so, they can send a "marathon" article to their advance runners, and a "walking tour" article to the more casual runner – or promote a woman's shoe to a female subscriber. Private filters, on the other hand, are specifically set and viewable only by you. This might include specific "groups", such as the press, specific reseller levels, employees, etc. This allows you to ensure specific articles go only to the intended "group" within your subscriber base.
- Keywords – TailoredMail allows you a third layer of filtering by defining a multiple-select "keyword list", that can further control who gets a specific article. For example, you could set the "State" or "Country" field on your subscription page to be your "keyword list". In doing so, you can target an article to "only go to users in California, Oregon and Washington". Flexcar uses the zip-code field for this purpose so that they can send "a new car is available in your neighborhood" message only to those zip codes that are nearby.
- Custom Attributes – the final way to target a message is on the broadcast page, and done through the use of custom fields that you either ask the user upon subscribing, or a field that you automatically "load" into a users profile (from another list).
- Dynamic Message Branching: This feature allows you to design a sequential set of messages (or even a specific newsletter or email campaign) to be delivered in a specific order. For example, lets say you have a product offering that can be downloaded from your website. TailoredMail can then deliver emails in the following way;
- Email #1: the user gets a ‘thank you' email immediately after the download, along with confirmation data.
- Email #2: two days later, the user gets an email with evaluation tips as well as links and information to help them in a potential purchase. (Note: there could be a series of tips that get delivered every few days, and you might include feedback/support links, or an instant poll to gauge the current evaluation experience or status.)
- Customer "buys" the software.
- Email #3: user gets a "thank you for your purchase" email, with the first of 5 future emails with tips, news and solutions ideas for successful implementation of the product (as well as suggestions for complementary products – and a subscription to an on-going newsletters – complete with alerts to upgrades on the product they have specifically purchased).
The key to this unique feature is that it can be customized to virtually any business "dialogue" scenario. The point is to deliver supporting messages that are relevant to the users experience with your company, and "build" upon each other for a more successful client relationship.
Other uses for this approach include:
- Training Reinforcement: send a series of timed emails after a user completes a training class. You can set this "series" of emails to start over from the beginning after they are done, if you wish. Clients have used this very successfully with sales force training.
- Tips and Tricks: provide your customers with ideas for using your solution – each message building upon the previous one.
- Direct Message Feedback: each article delivered within a TailoredMail email can include numerous selectable elements to provide you with unparalleled feedback. For example, each message can have its own "give us feedback" or "rate this story" or "put this topic first" button.
- The give "feedback button", for example, provides a pop-up window with a text-entry box to allow the user to ask a question or provide a comment. This feedback can be viewed centrally within the TailoredMail reporting system, and/or can be emailed directly to anyone you choose. The users comments and personal profile information will be included in the email so that personalized follow-up can occur.
- The "rate this story" button can allow a user to tell you how they liked a story through a multiple choice pop-up window.
- The "put this topic first" button can allow a user to "over-ride" the TailoredMail email-builder so that the user can choose what message comes first in their email. This is critical as the first two inches of an email is often the only visibility you'll get in your emails, and engaging them with the most relevant and wanted information first can equate to better response, forwarding and user satisfaction.
- In addition to these feedback ideas, you can, of course, set any and all links and images within an article to be "tracked" in order to measure whether users clicked through to more detailed information.
- Multi-Project Replication: TailoredMail is uniquely designed to allow you to set up multiple newsletters,
campaigns, and alert messages - each with their own subscriber base – and share content between them. Here are some example of where, and why this could be invaluable:
- Example #1: Strategic Partners – say you have a series of top partners, and you want to engage each of them with news and information that furthers your sales. You could create one, generic newsletter – but then the partner becomes a passive, somewhat less interested reader. With TailoredMail, you could dramatically change this concept by creating different newsletters with each partner – each with their own logos, and even topics, that pertain specifically to them. Content created in one newsletter could easily be replicated to one or all of the others with a single click. No need to re-enter content each time.
The other fascinating part of this solution is that since you can set up multiple authors within TailoredMail, your partners could concurrently enter content that related to their business – making this "joint" newsletter much more strategic and valuable. Imagine if your news was intermingled with your partners news – the recipient is more likely to interact with content that they feel is endorsed, and viewable, by only them.
Each newsletter would have its own reports and feedback components, allowing you to further measure partner-specific relationships.
- Example #2: Multiple Countries – different regions around the world within your company can create their own newsletters, yet easily share them via TailoredMail. The US version could be created, and then specific articles could be "replicated" to other countries newsletters – and subsequently translated, edited, or deleted as needed. Each country could have its own set of topics and articles that were relative to their market.
- Example #3: Multiple Storefronts – A large chain or franchisor could create a master newsletter, and then create individual templates for each storefront, with localized stories relevant to them. For example, a grocery chain could create corporate-based articles and offers, and then allow individual stores or regional managers to enter localized offers, events and stories that are relevant to their audiences.
This multiple newsletter/template approach allows for greater corporate control, combined with localized flexibility to empower an entire organization, regardless of how many partners, countries/regions or storefronts your company may have.
- Corporate Data Integration: using TailoredMail's XML exchange
or Web Services component, subscriber profiles and actions can be dynamically synched with your internal data. When users subscribe on your site, TailoredMail can be updated via an XML message sent to our servers and immediately begin broadcasting – or vice-versa. Excel lists can be uploaded manually using our built in wizards, and exported to Excel at any time. We've written routine to Onyx, Siebel and Vignette – as well as custom corporate systems.
The bottom line is that TailoredMail is highly flexible, and can be adapted to virtually any business environment or communications need.
TailoredMail Technology
TailoredMail is a web-based email content subscription engine that dramatically simplifies the authoring, broadcasting and reporting/tracking of email content, surveys, instant polls and other interactive elements to a broad and diverse audience.
We host this highly-secure MS SQL Server-based email application, so clients require no IT investment and are up and running in 24-48 hours.
TailoredMail has four primary components:
For the email SUBSCRIBER:
- The TailoredMail registration page. TailoredMail easily creates a multi-dimensional subscription page to capture users interests, profiles and preferences - virtually any information you want to capture about your audience can be included on this page, and stored in the
TailoredMail database. Immediately after submitting their selections, the first dynamic email is broadcasted - giving the recipient instant gratification.
::View our TailoredNews registration page to see an example.
- The TailoredMail dynamic email. Based on the users selections,
TailoredMail delivers HTML or text-based emails that contain ONLY what the user subscribed to.
TailoredMail keeps track of who's been sent what, so information doesn't accidentally get sent twice. Included in each communication are direct links to edit/update their profile, rate stories, forward-to-a-friend, take instant polls, use talk-to-the-editor forms that can email feedback to whomever you assign - and much more.
::
See an example of Flexcar's newsletter, survey and feedback
elements.
For the email AUTHOR:
- The TailoredMail authoring tool. This secure, web-based application allows one, or several, authors to simultaneously enter stories, create instant polls and design feedback forms. Authors place content in the appropriate interest-areas, assign attributes to them (e.g. "send this content to sales-oriented subscribers"), schedule when it should start/end, preview it - and then "submit" for approval. A main editor can be set up to approve content for broadcasting - enabling you to create a diverse network of authors within your enterprise - or from around the world.
TailoredMail figures out how to format the content for HTML, text or AOL-specific subscribers, and ensures no user gets content more frequently than they have defined.
TailoredMail can also easily create multiple templates - so that you can create (for example) a partner newsletter for each strategic partner - with it's own look and personalization. Write the content once, and replicate it to multiple templates with a single click.
- The TailoredMail reporting system. All user profiles, selections, preferences, keywords, click-throughs, forwards, bounces, unsubscribes and direct feedback (e.g. polls, surveys, ratings) are stored and available for viewing within
TailoredMail. This allows you to see the make-up and interests of your audience, as well as measure the success of each content piece or story you publish. It also allows you to constantly improve your communications - creating a two-way dialogue with your audience.
A sample of features available to authors:
TEAM AUTHORING
- Set up multiple Authors, each with login id/password, and a central "Editor"
- Can be set up so Editor is the only one who can test and approve email
- Set-up so articles must be "approved" before going live
- Has content and image "library" to store all current and retired articles
- Retired articles can be reactivated for future use at any time
- Articles/templates can be easily "replicated/copied" across multiple newsletters, campaigns, and events.
TEMPLATES, TOPIC PERSONALIZATION AND FILTERING
- Can set-up and customize any number of Text and HTML email templates
- Can "lock" templates into place for use throughout your organization to control the look and feel
- Use any of three system provided HTML table layouts, or work with TailoredMail staff to design your own. Regardless, you can customize every aspect of TailoredMail's layouts with your look and feel.
- Can select up to 13 pre-set profile fields (e.g. first name, city)
- Can select up to 5 custom questions (e.g. "What's your member #?")
- Custom design your registration page
- Create unlimited number of subscribable topics (e.g. New Products, Press Releases)
- Create up to 10 filter groups (e.g. Press, employees, customers, prospects, partners, management, etc.)
- Create/preview an image library for use by editors/authors
- Can personalize any aspect of an email (e.g. From, subject line, any part of content)
- Can offer single or double opt-in capabilities
SUBSCRIBER/TAILOREDMAIL ADMINISTRATION
- View/edit subscriber profiles and subscriptions
- Search for individual profiles
- Preview and resend individual emails if needed
- Set up test groups, and broadcast/measure results to a sample group
- Secure login access to the entire TailoredMail application
ARTICLE CREATION
- No need to know HTML, just enter content/articles via a simple wizard
- Can put custom HTML inside articles if you want
- Embed pictures and click-through pages/documents (PDF's, Word, PowerPoint, etc.), load them from hard drive, and choose where to place them in your articles
- Create trackable/embedded URL's
- Can schedule a start and ending date, so that articles can be pre-loaded and automatically expired
- Set the targeted topic and filter-group restrictions for each article
- Can sequence articles (see STORY TELLING)
- Full one-click preview to see HTML and Text formats, test links
STORY TELLING
- Create a series of articles that must be delivered one at a time, in a specific sequence
- Can preload system with as many articles as you want, but every user starts with story #1
regardless of when they start their subscription.
- Can "Loop" articles so that users start the sequence over when completed.
- Ideal for training tips, telling a "story" in a specific order, or time-dated follow-up
for things such as software downloads/trials.
BROADCASTING
- New Subscriber gets instant delivery upon subscribing (you can send a specific message to them. or send them all active articles that match their profile)
- Send to all or specific groups (by geography, frequency, etc.)
- Send only to people with new articles - prevents users from getting articles twice
- Scalable to hundreds of thousands of users
- Broadcast Progress Reporting
- Can send test broadcasts, each with unique subject lines
REPORTING
- Summary and detail reports of:
- Subscribes, Unsubscribes, Bounces, Mail Replies
- Format, Frequency, Filter selections
- Topic Selections
- Article click-throughs (unique and cumulative)
- Open Rates (unique and cumulative)
- Forwards (and the success rates for subscribing)
- Keywords (allow free-form user entry, or provide pre-defined lists. You can essentially use it to capture additional keywords of interest, ask for subscribers postal code, choose from a specific country - anything.)
- Subscriber Domains (how many hotmail.com, ibm.com, etc.)
- Feedback / Poll Responses
- Custom query report for ad-hoc queries
IMPORTING/EXPORTING
- Excel or XML real-time import uploading of new subscribers
- Excel downloader - can generate file based on specific subscriber profiles
- Can create custom XML data exchange interface with corporate dB or in-house CRM applications such as Onyx, Vignette, Seibel, etc.
- Can take form data from your website and simultaneously post new subscribers data and interests into TailoredMail (and immediately send an initial message).
TAILOREDMAIL SUPPORT
- TailoredMail staff work very closely with you for the first 90-days
- We clean, test and add any HTML or images as needed for your broadcasts
- We can create, host and manage a micro-portal that can accompany your newsletters and campaigns for click-through content, archived articles, and further subscriber tracking
- We train your staff on the simple, easy-to-learn authoring wizard
- We perform design work, and can consult with you on email best practices
- You get all new features automatically without additional costs as we add them
...in essence, TailoredMail's solution is highly customizable to do whatever your organizations needs may require. We're not a self-service solution, but we're not a full-service ad agency either. We believe our niche is the business/organization that has a diverse audience and/or diverse newsletter or campaign needs.
TAILOREDMAIL – THE COMPANY
Expertise: TailoredMail has been around
since 1997, and is founded by a team of marketers and developers who have years
of experience in complex messaging. Based in Bellevue, Washington – our
marketing and development staff continues to enhance TailoredMail with
innovative features not found anywhere else. Our secure, high-volume network
center provides a robust email broadcasting and content/list management solution
serving clients throughout the world.
Clients: TailoredMail has been successfully
in use for years at clients such as Shell Chemicals, Microsoft, Hewlett-Packard, Brooks Sports,
F5 Networks, Real Networks, Wellness-Interactive, Flexcar, WatchGuard, Tripwire
and Internet Security Systems – to name a few.
Contact Us: TailoredMail can provide a
demo, or advise you on the best approach to your project needs.
Please contact us at:
TailoredMail (Questiva) Headquarters (http://www.tailoredmail.com)
10500 NE 8th St, Suite 2050
Bellevue, WA 98004
1-888-733-6245 | local: (425) 451-4770 | fax: (425) 696-0458
info@tailoredmail.com