Say hello to Low Fat Digital Communications, the new eMarketing kids on the block and the sole South African agents for Mailtrack Ltd, one of Europe's leading email marketing and eCRM solutions provider.
Internationally we've provided effective marketing solutions for a number of blue-chip companies including Virgin Airlines, Tesco, Thomson Directories, Channel 4 and Royal & Sun Alliance. As such, Low Fat is in the unique position to bring to South Africa years of international experience and best practices.
Greg Reardon, co-founder of Low Fat, believes that "the days of marketers just sending out an email and hoping for the best are long gone; it's about building longer term relationships between clients and their customers. This is handled through precisely targeted messaging. The challenge facing companies has moved beyond the simple delivery of an email to ensuring that your communication is actually opened, read and acted upon (preferably not with an "unsubscribe") and, importantly, that the same process happens with your next email.
"This relates directly to Relevance (profiling, segmentation, targeting, testing and analysis), Recipient Control (preferences, permission and frequency) and Trust -- simply put: getting the right message to the right person at the right time. And, critically, getting the right response from the recipient. This is exactly what Low Fat aims to do.
"An email or SMS is relevant when the content of the message is highly applicable to the recipient. If it is irrelevant it can damage your brand and, when aggravated by frequency, can cause irreparable harm.
"To a large extent eMarketing in South Africa is still dominated by the failure of traditional marketers, and emarketers alike, to take full advantage of the benefits that this medium offers. The key is to shift the email value paradigm from the sender to the customer. The key determining proposition for emarketers is the delivery of value to its clients be they traditional marketers or companies."
Low Fat prides itself on:
Introducing eCRM and email marketing as a dual concept
Focusing on eCommunication brand value (EBV)
Strategising for success rather than analysing failure
Developing a holistic and integrative eMarketing policy and strategy
Greater sensitivity to customer implementation requirements
The development of customised marketing initiatives/solutions for particular needs
Movement away from mass emailing to direct emailing
Strong emphasis on analysis and modelling
Focus on information flow, behavioural processes and cultural paradigms i.e. a more human approach
Focus on database or list management, profiling and segmentation.
To find out how Low Fat can make a difference to your email or SMS programme contact
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