How does EMB support its clients in carrying out an email campaign? This is what Anne Dumon, General Director of Temelio/ERMES, and Franck Gouraud, Data Manager at EMB, explain to us.
Temelio, a subsidiary of ERMES, is a company specializing in data: acquisition, enrichment, synchronization…
“Our job is to support brands and advertisers in the digital targeting of their customers and prospects. And thus allow our partners to enrich their CRM to target their audience as finely as possible” explains Anne Dumon. “ERMES works for advertisers to allow them to carry out advertising campaigns, online or offline, in an intelligent and targeted way thanks to Data managed and optimized by Temelio,” she adds.

Q : How was the targeting of this email campaign organized?

R : As part of a recent email campaign carried out to announce the upcoming opening of several new fresh produce stores, Temelio/ERMES called on the services of EMB.
“Temelio/ERMES contacted us based on the need expressed by its client. For this campaign, it was necessary to reach people in the geographic catchment area of these new stores. For this, Temelio/ERMES defined target profiles to contact, which we transformed into an email file,” explains Franck Gouraud.
“EMB has a large database of optin email addresses. In this context, we carry out targeted campaigns using ERMES intelligence, on the benchmark provided by EMB. Concretely, EMB entrusted us with its database, obviously in an encrypted version. Thanks to our technologies, we determined very precisely the segment of people we wanted to reach” adds Anne Dumon.

Q : Building the elements necessary for an email campaign

R : “Once the targeting has been validated, Temelio provides us with an HTML kit sent by its client” explains Franck Gouraud. “A kit produced by our client’s communications agency,” explains Anne Dumon.
As can sometimes happen, this HMTL kit was not properly optimized. The EMB teams then approached those of Temelio/ERMES in order to improve it: “EMB’s support was valuable on this point. Franck was able to provide me with precise information that we were able to pass on to the communications agency to make the necessary improvements.”
“Weight of images too large, HMTL structure not suitable for display on all media and particularly on mobiles… We carried out tests which allowed us to communicate recommendations to Temelio/ERMES”.
So that the advertising client can validate the proof of their campaign, EMB provides a dedicated platform. “The validation platform offered by EMB is very well designed, it allows us to visualize the emailing in the best conditions and to validate directly by pressing a button.”

Q : Programming, routing and statistical reporting: the essentials of an emailing campaign

R : Once the HTML kit has been validated, EMB can schedule the sending of the campaign.
“EMB gave us advice to optimize deliverability, particularly with regard to managing the volume of emails sent,” explains Anne Dumon.
Advice described by Franck Gouraud:
“We favor certain days and times, based on what we have observed for similar B2C campaigns carried out in recent years. But we also take into account the requirements of the Temelio/ERMES customer, as well as the distribution of the load with regard to the volume of shipments that we have. With a constant objective, that of ensuring the best deliverability of the campaign for our clients.”
Once the campaign is completed, EMB extracts statistics which are analyzed before sending a report to its client. In addition to the key figures, this report may contain some recommendations, such as using a new object for a possible replay, the location of calls to actions in the message sent by the client, areas for improvement of the HTML kit transmitted, etc.
“All of this contributes to fluid, rapid and effective exchanges which contribute to the smooth running of our current and future collaborations” concludes Anne Dumon.