One year of email marketing strategy at Pisto, what have we achieved?

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On September 26, 2019, we launched our first corporate newsletter, “Pisto Today,” after more than 6 months designing and developing our email marketing strategy, within our corporate communication policy and customer loyalty program.

One year later, it is time to take stock of all the work carried out and the results obtained, because we must review the strategy and adapt it to our new objectives and the current situation.



news today
This is how we announced the arrival of the first Pisto Today
HOW DO WE DESIGN OUR EMAIL MARKETING STRATEGY?
The first thing we did was to correctly design the database by segmenting the contacts based on how they had reached Pisto, what stage of maturity they were in within some variables that we defined using labels, what interests they had within what Pisto could offer, and what degree of engagement they had with our brand, identifying, for example, if they had already attended one of our events or if they were interested in receiving our information as subscribers.

To do this, we had to overcome 3 critical phases:

"Cleaning" our database of those contacts that did not strictly Lebanon telegram data comply with the requirements of the new General Regulation on Personal Data Protection (RGPD) of May 2018, an issue that generated quite a bit of controversy with the sales team who saw how we went from a database of more than 4,000 contacts to just over half.
Choosing a CRM that would help us efficiently manage all of this data and connect with the company's communication tools. In our case, we chose TEAMLEADER , although the reasons for our choice will be explained in another post.
Record and complete all data by implementing all the segmentation designed specifically for our strategy.
The duration of this process was approximately 6 months, but we were aware that the key to making our email strategy work was to have strong control of the information.

OUR EMAIL MARKETING STRATEGY IN FIGURES ONE YEAR LATER
If we had to list the pillars that have been the focus of our strategy this year, they would be:

4 newsletter concepts
We were clear from the beginning that all information could not be “packaged” visually in the same way, nor given the same importance in terms of information hierarchy, frequency or target audience. For this reason, we created 4 different concepts:

PISTO TODAY > This is Pisto's monthly corporate newsletter that includes relevant information for both the contacts of our agency P i s t o con webo , and those of our school Pisto Academy . This is what we talked about in this post about Pisto Today .
Breaking News > This is a newsletter aimed at sending truly important news in which the time factor is a determining factor and which must be reported immediately. Thus, we have informed our contacts about various subsidies, TIC Cámara grants or the adaptation of the new use of cookies in the GDPR recently.
News Corporate Info > This is a newsletter that is sent exclusively to tell you about Pisto, and is sent at exceptional times to announce important news about the school or the agency.
This is how we communicated to you, for example, the incorporation of people into the team, the adaptation of schedules, we told you how we were going to work during confinement trying to continue being #youragencywhenyouneedusmost , or what the Covid19 Protocol was that we would follow in our de-escalation and return to the office. It is sent exclusively when we have something to tell.

Event News > This is a type of newsletter aimed at communicating school and agency events ( #SummitPisto , talks, #PistoWebinars , courses, workshops and corporate events such as our #Pistolabis ). It is only sent when there are scheduled events.