GDPR – a process in its infancy with growing pains – or a big bulge?

Rocketseed as GDPR-compliant Processors have tackled some of the complex issues regarding indemnity and thus, through our experience in shark-infested waters, let us help you to find your way to safe shores… in time for the BBQ.

Once upon a time there was GDPR…

General Data Protection Regulation (GDPR) was like a roaring ocean of regulations and novel definitions, under which horrible shark-like predators called “major fin(e)s” were swimming and threatening to swallow companies. Bobbing along this ocean and trying to make sense of it, I spoke to an expert who said the whole issue is like a “balloon”; you press one side to solve a problem and another bulges out. What has bulged out in the wake of GDPR is a heated discussion between Controllers and Processors in the context of contractual negotiations. In other words, law in theory versus law in practice, and avoiding to fall under the gavel whilst hammering out a legal bulge called “Indemnity” between the two bearing legs of a contract and leaving negotiations rather limp.

Before I jump into this zesty discussion on things to consider in contractual negotiations between Controllers and Processors, allow me to define a few concepts.

  1. Controller: Individual or company controlling and/or is responsible for the keeping and use of personal information; i.e. determining the purposes and means of processing personal data
  2. Processor: Individual or company responsible for processing personal data on behalf of a controller

Why should I read this?

Because you’re curious about hammering out this bulge!

Well, the first hiccup in the wake of the GDPR, has been the demand by Controllers for uncapped, open-ended indemnity clauses in contracts to cover for costs incurred if it is the fault of the Processor. But how realistic is this in practice?

Data protection liabilities, pre GDPR, have on average been capped at 2x-5x the value of a contract, but Controllers consider those caps insignificant in comparison to the [threat of] 4% of annual worldwide turnover, if found accountable by no fault of their own. The issue arises since GDPR sets out obligations from the perspective of a Controller (Art 5(2)) and includes accountability for failing Processors, and subsequently may also have to compensate individuals for damages suffered. But this is not entirely the case, although some lawyers do like scaremongering to spark lengthy, hard-to-resolve-discussions where the hourly payments quickly ramp up.

Processors can be held directly liable by Data Subjects for breach if they have either been non-compliant to GDPR or acted outside of the scope of a contract (Art.82(1)-(2)). Additionally, if Processors act outside of the scope of a contract, they are treated as Controllers in respect of that processing activity and are directly liable for any issues arising thereof (Art.28(10)). Also, if they transfer data outside of the EU, they are directly responsible to having appropriate transfer protocols in place (Art.44). Other obligations are set out further below.

A few things worth taking into consideration when negotiating

1. How to pacify the sharks… Have a conversation!

GDPR and Data Protection Authorities (DPAs) really have no solid answers to provide, since the legislation and surrounding issues are much too recent. Thus, one must proceed with sensible risk management and honest discussions between Controller and Processor. Curb the fear and smell the coffee over some Danish and engage in constructive negotiations.

2. More sharks or just bigger sharks?

One has to ask; is the perceived risk of being fined justified, or has it inflated along with concern? Although GDPR will require more than a few months of implementation to give a statistical value on the topic, it would not seem likely as many companies have exercised caution and will necessarily have to be more vigilant going forward. Everyone fears to be made an example of, but one would appreciate DPAs have more tasks on their agenda than scouting for a prospect to annihilate. If you’re reading this as a Controller, what is your take on it? Feel free to respond and let’s exchange knowledge.

3. Are the sharks really that big and do they always attack full force?

DPAs have a number of tools, and suite of sanctions, to help organisations comply before unleashing Jaws, and these include; i) warnings, ii) reprimands, iii) corrective orders, and lastly vi) fines. It will not go straight to pocket, but knowing Jaws is out there, may be uncomfortable enough to make businesses comply.

The recent maximum penalty of 500k GBP has been given to Facebook for major trust and data breach. But since Facebook makes about 400k USD every five minutes, some might say they got off easily. Overall, the ICO has been reasonable with regards to fines; below are a few, recent examples of shark-bitten organisations.

  • Medical centre in the UK fined ~£40,000 after it left highly sensitive medical information about patients (personal medical records) unsecured for nearly two years.
  • Independent Inquiry into Child Sexual Abuse (IICSA) fined £200,000 for revealing identities of abuse victims in mass email by not using BCC.
  • Lastly, Yahoo! was fined 250k for its security breach in November 2014 that affected 500 million users, but wasn’t reported until 2016. Yahoo! had been the subject of a very sophisticated attack, which led to Russian IP addresses.

As depicted above, there is a perspective to the fines; they depend on the type of data (personal, sensitive, or highly-sensitive), as well as the number of people affected or at risk.

4. What goes around comes around?

There are many other pertinent considerations to take into account during negotiations, such as i) the life of the contract, ii) the value of it and iii) the degree of exchange within it. Otherwise, there is the chance that the Processor may insist on unlimited liability from the Controller – counter-indemnity.

Exceeding the value of a contract and resorting to excessive figures may lead to the Processor simply filing for bankruptcy, leaving the Controller shouldering problems on its own. Hence, in some cases it may be worth bringing up the topic of Cyber Security Insurances and the scope it covers. If budget allows and specific conditions are needed, perhaps consider ringfencing contract for a particular client with included Cyber Security Insurance. These insurances are quite costly and need to be put into perspective of the contract value and risk of breach. Additionally, some Processing services also offer depersonalisation of data that may be an option for Controllers.

5. What triggers the shark?

Apart from previously mentioned examples of direct liability, Processors need to inform and ask for permission when appointing sub-processors (Art.28(2), (4)) and make sure these have proper procedures in place to be compliant with GDPR before appointing them. Processors also need to ensure that Controller requests/instructions comply with EU law (Art.28(3)(h)), strictly process data for purposes set out by Controller, and implement appropriate technical and organisational security measures to protect personal data against accidental or unlawful destruction or loss alteration, unauthorised disclosure or access (Principle 7 in the Data Protection Act or Principle f in GDPR, Art.28(1), (3)(e), (4), and Art.32).

Following GDPR, the pattern of breaches have not changed, but awareness has. According to the ICO data security incident trends are still dominated by breaches to Principle 7 and include the following:

  • Data posted, faxed or emailed to incorrect recipient
  • Loss or theft of paper work
  • Failure to redact data
  • Failure to BCC

6. “Please sir, I want some more…”

One of the most frustrating statements to be faced with, in any setting, is; “It needs to be reasonable.” This is often dealt with in processes involving property issues when trying to make sense out of fees, contracts or lease extension [trust me]. No one really knows what is reasonable at the moment just by looking at businesses with similar products or services, because it depends on so many various factors; size of business, type of data, instructions for processing, possible transfer outside the EU, value of contract, risk of breach etc. The best way to set the new rules is by creating them through honest discussions between Processors and Controllers. Bottom line is, it’s a two-way street and if Controllers like your service they are willing to work with you.

7. Be complaint as it’s your lifeboat!

A useful Lifeboat, which Rocketseed has utilised, for GDPR and future upcoming legislations, is GDPR365. This platform provides the necessary steps with guidance to become GDPR ready. Additionally, it also collects the data making it easy in case of audits to present your company profile. Register now!

We are all in the same boat, even if some Controllers may be in a large cruiser and Processors bobbing behind in a small dinghy. The bottom line is, We Can All Sink, so let’s try to help each other to stay afloat in this big ocean called GDPR.

Let’s go to the shores and throw a shrimp on the BBQ.

Eszter Nagy |  Business Development

Connect with Eszter on LinkedIn

Your essential ’10 Cs’ checklist for choosing email signature software

Looking to introduce email signature software across your business? (and if you’re not, you should be!). It can be a complex and confusing decision (and whose decision is it – Marketing? IT? HR? CEO?). When you consider the average employee sends 1,000 emails a month, it’s easy to appreciate that’s a huge engagement opportunity you can’t afford to miss. It’s a decision you need to get right.

So to help you cut through the confusion of competitor comparisons, here’s my 10-point checklist of the key qualities (and some specific special features) that make the best email signature software – and amazingly they all begin with ‘C’!

Contact Details – a signature’s more than a sign-off

I know this is obvious but if your email signature solution doesn’t make inputting, formatting and updating your employee contact details easy then it isn’t fit for purpose. Make sure it integrates with Active Directory so that any changes to employee details will update in your signatures automatically. By including social media icons, you’ll make it easy for recipients to engage with you in conversation! (Discover ‘The signature link to social success’ here).

CHECK – Does your email signature software remove unused fields for a cleaner layout?

Creativity – better by design

The best email signatures make an immediate impact and leave a lasting impression, so design matters (it’s no surprise that our Email Design Guidelines are our most popular download). It’s a balancing act – you’ve got big design ideas but only a small space. Don’t let a template constrain your creativity – a specialist signature designer can make your signatures really stand out.

CHECK – Can you get the exact bespoke design you want or are you tied to a template?

Clarity display as desired

They’re designed, but do they display? What if your signatures display on a desktop but get twisted on tablets or mangled on mobiles? 60% of emails are opened on smartphones so choose email signature software that automatically configures to different screen sizes and a provider who continually tests on all devices. And make sure your images appear as intended. Embedded images display as soon as the email is opened. Referenced images must be downloaded separately. Easy choice, huh?

CHECK – Are signature images automatically embedded so they display immediately?

Control – take charge for complete consistency

Who’s going to be in control of your signatures? IT? Marketing? HR? Whoever it is, what really matters is your email signature software puts them in complete central control. If you want on-brand consistency across your company you need control. And with centralised control you can update employee signatures at the click of a button, whether it’s one, a hundred, or ten thousand, secure in the knowledge that individual employees can’t ‘creatively’ add their own off-brand signature ‘personalisation’.

CHECK – Are signatures employee tamper-proof? Can only central administrators update them?

Compatibility easy to integrate

One for the IT crowd. If you can’t trust your email signature tech then you’re in trouble. Complete compatibility with your mail server (cloud-based, on-premise or hybrid) and email platform (Office 365, G Suite, Exchange etc.) is essential. And you’ve also got to consider integrations. Does it sync with Active Directory, CRM platforms and the wide range of apps available through integration with Zapier?

CHECK – Can you integrate easily to create all the marketing, admin and other workflows you need?  

Compliance be covered, be confident

I’ve had a lot of email signature compliance enquiries lately. Why? Because thanks to GDPR and recent high-profile data scandals, compliance is big news. And nothing says compliance like an on-brand email signature disclaimer, sitting under your signature and protecting your brand. From confidentiality and copyright to contracts and codes of conduct, a few clear lines can keep you covered and confident (check out our special 10-point checklist just for email disclaimers here).

CHECK – Does your email signature solution automatically move your disclaimer neatly to the bottom of any email chain? 

Campaignability maximise signature marketing

The big one for marketers as it transforms your signature into so much more. Suddenly every email’s a marketing channel (we like to think of it as the ‘hero channel’!) and, unlike bulkmail, this is one-to-one with all the open-rate (99%) and engagement benefits that brings. Add compelling, clickable calls-to-action to signature marketing banners (what makes us click?) to engage recipients. And to maximise this marketing potential, you’ll need smart segmentation and targeting rules so the right signature banner message reaches the right recipient(s) at the right time. Basically, you need to start thinking of signatures as a vital part of your marketing plan.

CHECK – Can you automate your signature campaign schedule so pre-planned banners run right on time? 

Click Data insights to act on

Data is your most powerful marketing asset. You need to know how recipients are engaging with your email signature so you can measure performance and gain actionable insights. Your key performance metrics are therefore recipient click-through and email marketing conversion rates and you need to be able to attribute these to specific senders, recipients and campaign formats. Make sure you sure you choose email signature software that reports all this data quickly, clearly and concisely.

CHECK – Do you receive real-time click alerts, so your sales team can react to every click?  

Cost-Effective real ROI results

Not to be confused with‘cheap’, although I fully appreciate cost is always going to be a factor. The best email signatures bring businesses closer to their customers, encourage interaction, engage leads and help move customers along their buyer journey. So a marketing-savvy email signature can create more customers, clicking their way to more purchases. There’s your ROI right there.

CHECK – Which signature solution will give you the biggest ROI (not simply the cheapest cost)? 

Client Service on-hand to help

I’m not talking about a bit of trouble-shooting tech support here (although obviously that’s important). I’m talking about the kind of client service that’s like having another expert on your team – an expert who knows what works and what doesn’t, who’ll take away your tech headaches, who’ll make your email signature campaign ultra-engaging (and really cares about the results you achieve) and has an eye for constant improvement.

CHECK – Do you get a dedicated email signature account manager?

So there you have it – the 10C’s checklist for choosing email signature software. Sure, some will be more important to you than others, but I hope it will help you cut through some of the confusion, direct your decision-making or help you review your current email signature provider (how many C’s do they tick?).

Remember, the right email signature software can drive hundreds of thousands, even millions of visitors to your website, landing pages and social accounts for very little investment.

Want more Rocketseed tips? 

Bruce Borrie |  Sales Manager

Connect with Bruce on LinkedIn

Email disclaimers. Are you protected?

We’ve had a big surprise – the number of recent Rocketseed website visitors searching for email disclaimers!

It seems that suddenly the short (and sometimes not so short) small-print statements lurking at the bottom of your business emails are making a bid for stardom.

Why this sudden surge in email disclaimer demand?

Because compliance is big news. And nothing says compliance like an on-brand email legal disclaimer. GDPR (the General Data Protection Regulation) and recent high-profile data misuse scandals have put compliance centre-stage and the world has woken up to the fact that brand protection is just as important as brand promotion.

And when you think that your employees are each sending up to 1,000 emails a month there’s plenty of opportunity for brand damage, from the accidental and unauthorised through to the mischievous and (criminally) malicious.

You (literally) can’t afford this damage. You need some proactive protection. From contracts and confidentiality to codes of conduct and copyright, the best email disclaimers cut through the compliance confusion.

So while it might be difficult to get excited about disclaimers for email (and if you do get excited by them you are going to love our website) it’s a good time to review yours with our 10-point email disclaimer checklist.

1.Does your business need one?

Wherever you are in the world, check the legal email disclaimer requirements. At the very least, it’s likely your business email is required to show your company name, registration number and place of registration.

2. Is it enforceable?

Do you really want to risk it? Whilst we can’t promise that your email disclaimer would be a watertight defence in court, it’s safe to say that it would help your case and is certainly enough to dissuade any litigation-minded recipient from any action.

3. Don’t over complicate or let it dominate

Keep your email disclaimer simple whilst keeping your business covered. And keep it easy to understand too – go easy on the legalese!

4. Need to keep it confidential?

If your email is for a certain recipient’s eyes only it makes sense to include a confidentiality statement. And if your email is sent to the wrong person by mistake, this statement should tell them to contact you (the sender), delete the message and not to copy, forward or store it.

5. Are you copyright-covered?

Is it clear that the rights to your email content are yours? Make it crystal clear with a copyright clause.

6. Are you creating contractual confusion?

Could your email content be read as a legally binding contract? An email disclaimer can make clear if it is or isn’t and avoid any costly confusion.

7. Reminder – run a virus check

Even though you’re taking every precaution to ensure there’s no malicious software in your message (especially attachments), your email disclaimer should recommend that the recipient runs their own virus check.

8. Don’t start a chain distraction

Don’t clog up your email chain with a disclaimer on every reply. Make sure your email signature software drops your disclaimer to the bottom of any email chain.

9. Do you need different disclaimers?

Accounts need confidentiality. Legals need codes of conduct. Sales need contracts.  Basically, different departments may need different disclaimers. So make sure your email signature software can deliver this while keeping you in central control.

10. Don’t forget Internal emails

Whilst everyone in your business is on the same side (in theory!) make sure you’ve got disclaimers on all internal email too and an email policy to back them up, eliminating any inappropriate and offensive inter-staff email.

So, what makes a Rocketseed disclaimer different?

Well, with Rocketseed it’s personal. As well as helping you solve all the issues covered above, Rocketseed lets you automatically insert the email addresses of the sender and recipient into every disclaimer, as well as timestamping them as proof of sending and allowing you to make any company-wide disclaimer changes centrally and instantly. In other words, we add a whole extra level of cover, confidence and control.

And Rocketseed disclaimers display perfectly on all email platforms, so whether you require email disclaimer Office 365 or email disclaimer GSuite, Rocketseed is right for you.

Watch how a Rocketseed email disclaimer works in our new video here.

We can help review your existing email disclaimer, advise on a new one and put everything in place to ensure your disclaimer is delivered on every employee email and displays perfectly on every device.

For the perfect email disclaimer you know who you need. Contact us today to protect your brand…

Jennifer Bassett |  Account Manager

Connect with Jenny on LinkedIn

Get ready to fall in love with email (all over again)

Email was and always will be marketers’ first (digital) love, and it’s turning more heads today than ever before. It has revolutionised the way in which marketing communications are executed.

But what about communicating with clients and employees on a more personal level?

Here’s a few suggestions you might find useful if you are serious about using email to its full potential; ensuring optimised customer service performance and consistent employee satisfaction.

A labour of love

What’s your business relationship online status? Would clients call it a little “complicated”?

Gain some clarity by including one-click surveys in the form of a “Rate my Service” banner on all your employee emails. This will give your client the opportunity to provide feedback on the service they just received, and in return produce valuable insights on how your employees are really representing your business.

Real-time click alerts put you in the position to quickly work out how to put right any problems flagged up by  unfavourable responses, so you can save the relationship But there’s more…

What did the rating reveal about your employee? Did they measure up to the level you’ve come to expect from them or did they fall short of expectation? This invaluable information will help you to give praise (boosting employee confidence and leaving them with a feeling of appreciation) or maybe open your eyes to the need for some tough love and additional training.

I bet you never knew that one email could provide you with insights on both your clients and employees at the same time. Now isn’t that great news!

Finding (and keeping) the perfect match

Email is the perfect solution for HR departments when it comes to recruiting and retaining employees.

When looking to fill new available positions, why not turn to existing employees first? Internal positions can be advertised in email banners to specific departments in order to target ideal candidates who fit the necessary criteria.

But this is just the beginning.  After having found the perfect candidate (whether internally or externally), your entire on boarding process can be automated. Do you remember your first day at a new company? Did you feel slightly overwhelmed, and a little unloved?

Make the candidate feel welcome and simplify the admin process with an on boarding campaign. Include valuable information and documentation in each mailer, such as policies and procedures, training schedules and more.

Every click is recorded, keeping you informed on the candidate’s engagement.

For the love of your employees

What if I told you that losing an employee could cost as much as 213% of their annual salary? I’ll give you a moment to let that one sink in.

And no, it’s not always “all about the Benjamin’s” for employees.
They want to feel valued. They want to be involved. They want to feel empowered. They want to be challenged. They want to feel appreciated and loved.

Do any of these feelings resonate with you? Yes, we’ve all been there. And we have the perfect email solution for you.

Enter Internal Marketing.  You can inject specific, targeted internal marketing messages on email banners to different departments within your organisation. Distribute an important message from the CEO or convey a simple staff survey. Raise internal brand awareness to ensure employees are aligned with the organisation’s mission and vision. Notify them of upcoming events and don’t forget about wellness and safety messages.

The options really are endless and the key is to keep the communication alive. It’s all about engaging and involving them in the process.

An employee who is engaged, inspired, motivated and loved is not thinking about dumping you for another competitor anytime soon.

Have a look at these 6 Benefits of Email Branding for Internal Communications.

How does your communication skills measure up?

Our world is email, and well, we just LOVE email and all its endless possibilities.

It’s interactive. It’s personalised. It’s targeted. And the analytics speak for themselves.

So, if you feel that your business communication skills might be lacking and you’re serious about building stronger, more meaningful relationships with your clients and employees alike, we would love to hear from you. Maximize the potential of your email for improved, all-round communication.

Leonie van Aswegen | Marketing Coordinator

Connect with Leonie on LinkedIn

How are you doing? Find out with every email

Everyone knows great customer service goes a long way. And there’s really only one way to measure your service quality – and that’s to ask, and listen to, your customers.

But how can you stop surveys being a hassle, encourage more glowing reviews and gain the insights you need to keep ahead of the competition with your customer service?

You need a survey that ticks all these boxes without the need to…er… tick too many boxes.

So what if you could run a surprisingly sophisticated customer service survey on every email your business sends – as a banner header or as part of your email signature? And the only response it needs is a single click.

Here’s a few pointers for the perfect one-click email banner survey…

Make it quick

‘If you’d like to answer our short survey, it’ll only take 10 minutes’ – 10 minutes!!  I don’t think so. The shorter the survey the more chance of response. Responding to an email banner survey takes just one click. One click. Done.

Be clearly creative

Surveys are a serious business. The problem is they look it too. Rows of black and white questions and boxes to tick. But with an email banner survey you can keep your campaign creative to add to the impact – especially if it’s at the top of your email.

Make it the start of something

While the survey can give you a simple snapshot of your service, that single click can also trigger a range of follow-ups.

If it’s positive… Now’s your chance to dig deeper. A click on ‘good’ or ‘very good’ can direct the respondent to an online survey or ask them to write a Google review/comment on a specific website (for example, Feefo or Tripadvisor). It’s a great way to turn your customers into brand advocates.

If it’s negative…

Let’s hope it never is. But if it is, then you’ve got a chance to put things right. You need a banner survey that will alert you to any service problems in real time so you can immediately contact the respondent, not wait for a report.

Reward the right people

A big advantage of an email banner survey is that it can be personalised for the sender (for example, individual members of your sales team) and the service they’re providing. So when the results are reported it’s clear who is rated highest by your customers and you can reward them accordingly.

Testing, Testing

As with all email branding elements, you should A/B test to see which survey format gets the most responses. Test the survey question, the images, or see if surveys added to everyday business emails get a better response than emails dedicated to the survey.

Check your tech

A one-click survey needs the tech to support it. Let’s say your satisfaction scale has 5 images (say, from a big frown to a big smile), each of these must be separately clickable and linked to trigger the correct follow-up. Make sure your email software has the image-mapping technology to achieve this.

Real Returns

Email banner surveys are yet another way that email branding can boost your ROI, especially if the surveys are run regularly over time so you can really see the resulting service improvements.  After all it’s helping you to keep customers, increase referrals and beat the competition on service. It’s win, win, win.

It might take just one click but it’s clear that a banner survey is surprisingly sophisticated.

You get feedback insights. You get more reviews. You resolve any issues.  You reward the right people. And you get all the returns of great customer service.

Talk to us today about setting up your own email banner survey and using the results to make your customer service stand out.

Tracey Adams |  Account Director

Connect with Tracey on LinkedIn here

Is your everyday business email really designed to do business?

CAMPAIGN achieves engagement from ‘Send’ to ‘Sale’

As corporations become more and more aware of the importance of email signatures and email disclaimers, so they’re now also realising the huge opportunity their everyday email presents as a marketing channel that delivers real engagement and ROI.

Because that’s what our clients tell us they need…real engagement; high-quality lead gen; sales conversion; without stretching their or stressing them out.

That’s why we’ve developed Rocketseed CAMPAIGN.

What is CAMPAIGN and how did it evolve?

The name really says it all – Rocketseed CAMPAIGN offers the most engaging way to run a complete marketing campaign through everyday business email, from ‘SEND’ to ‘SALE’.

But it hasn’t just ‘happened’, it represents a long evolutionary process of our ‘email branding’ that goes back to 2004 when the CAN-SPAM act was coming in, Mark Zuckerberg and pals were busy coding Facebook, MailChimp was 3 years old, and the final episode of Friends hit our screens. Even then, Rocketseed – ahead of its time – had introduced campaignable branding elements into email signatures but, back then, running an intelligent and dynamic marketing campaign through normal business email delivering exceptional engagement was a concept that your average CMO, CTO or sales team simply weren’t able to grasp.

In their defence, that was RocketSeed v1 – our GUI was tricky, there was some coding required, campaign programming, rotational time slots needed to be allocated, planning was required and a multitude of banners needed to be driven…a lot for someone to take on! So we pivoted and customers primarily focused on running banners without utilising our core strength which was tracker tags, integrations and sender and recipient rules all focused on driving results for our customers.

What do we do differently now? And what does it mean for you?

If we didn’t ‘get it’ then, we certainly do now! We realised that we were overwhelming customers with options…goes with the old advertising adage ‘throw you one ball and you’ll catch it, throw you five and you won’t’. So, we simplified things, researched our customers and changed our offering.

As a result we now have 4 simple options for customers that do exactly what they say on the tin. Signature Basic and Signature Plus deliver for the business that’s looking to create stunningly designed and intelligently dynamic email signatures for their staff that they can centrally control and easily apply for Outlook, Office 365 or Gsuite.

Launching ‘Campaign’

And now we’re extremely excited to launch our new flagship products –
CAMPAIGN BASIC and CAMPAIGN PLUS. These also include the signature component but are totally focused on driving real results for your business. In fact, we’re so confident about them that if after 3 months you aren’t satisfied we’ll give you your money back!*

CAMPAIGN ‘BASIC’ and CAMPAIGN ‘PLUS’ – What’s the difference?

Given the deeper integration between marketing and IT (they still argue but kiss and make up much quicker),
CAMPAIGN BASIC focuses on allowing those two departments to create campaigns and run them through their everyday email (fully exploiting its 99% open rate) thereby creating a basic integrated marketing channel, precision targeted to  up-sell and cross-sell.

CAMPAIGN PLUS is effectively the ‘sales supercharger’ for your everyday email – powered by Rocketseed. You will have seen the links through this piece to different areas of the website highlighting what we do but this is the crème de le crème when it comes to squeezing all you can out of your business email.

And the best part? We do it all for you.

In many ways, it’s the CAMPAIGN service that makes it so special. Simply give us your brief and we take care of everything – from set-up, creative design and campaign planning to marketing automation integration and results reporting.

So Rocketseed will set up and run complete campaigns for me?

Our creatives ensure that every email your business sends is literally ‘designed to do business’, and CAMPAIGN clients are also assigned a dedicated account manager to ensure their campaign stays on track, and they’re always on-hand – think of them as an extension to your marketing team (if you’re lucky enough to have one) purely focused on achieving results from your email.

We’ll automatically build a subscriber list for you, will apply tracker tagging (meaning content gets automatically served based on a customer’s engagement patterns – think ‘machine learning’ but based on a database application) and we’ll run targeted campaigns on your behalf based on recipient and sender domains, and integrate with your marketing automation (such as Salesforce), responsively guiding recipients through their customer journey.

Sounds deep? It is.

When it comes to results, CAMPAIGN measures all key email marketing metrics, from click-through to conversion – all precisely attributed – reports them regularly and sends real-time alerts to your sales team.

A complete campaign – designed to do business

Rocketseed CAMPAIGN really does give you a complete marketing campaign – engaging through everyday email from ‘Send’ to ‘Sale’.

Now it’s time for you to give it a try!

Damian Hamp-Adams  |  CEO

Connect with Damian on LinkedIn here

Is email beauty only screen-deep?

They say looks aren’t everything, but when it comes to email, it looks surprisingly like they might be.

Why do I say this? Am I shallow and superficial when it comes to email signatures or think that an email banner’s beauty is only screen-deep?

It’s actually because the most popular page on our website is Email Design Guidelines and so, always eager to please, we’re making this Autumn season all about style – style that stands out, sets your brand apart and …most importantly… sells.  Even if your everyday email hasn’t been hit by the ugly stick it could still be a bit…well… everyday. And that could be costing you engagement.

So whether it’s stylish new look signatures, some bright new branded banners or a whole email campaign make-over, we’ll be giving you everything you need to make your ‘everyday’ email absolutely fabulous – not to mention seriously sales-driving.

Because whether your brand personality is smart and sophisticated or frivolous and fun, you need to get noticed on every email. And because it’s not like designing for print or the web, there’s a specific set of effective email branding design skills that we’ll be sharing – how to take your measurements, how to ‘get your colours done’, how to accessorise and how to bring your new look together so it just ‘clicks

No second chances to make a first impression

Never is this more true than with email branding. With a small space and a few seconds before the scrolling starts, this isn’t shrinking violet time (but there’s also no need to go the full Lady Gaga). You don’t want to upstage the content of your email but you need to get noticed and a boldly-branded top banner gives you that immediate (and interactive) impact.

Is less really more?

What size is really your size? There’s no need to go large or get into a squeeze – a banner should be viewable but not obstructive on any email preview pane or smartphone. We recommend a max width of 650 pixels and height of between 90 and 120 pixels to get it just right for size.

What’s In, What’s out

Even with a full suite of features and functionality, there’s only so much you can fit in an email banner or signature so, rather than looking too ‘busy’ (which actually lessens impact) try to keep things deceptively simple. Keep copy clear and concise, images strong and not too detailed, and your logo in proportion – just ask yourself, “Does my brand look big in this?”

And don’t be shallow … use shadows and overlaps to give your designs some 3-D depth.

Buttons, tabs and links – the ultimate ‘go to’ accessories

These really make email branding technology work. Buttons, tabs and image-map links can take the recipient wherever you’d like them to go – from landing pages and social media to documents, videos, newsletter sign-up or even the app store. In fact, having more than one link on your banners can also significantly improve their click-through success.

Tired of the same old ‘look’? Restyle, rotate and refresh

We all know that consistency is key when it comes to branding, but even the best advertising artwork becomes stale eventually so it’s important to keep your email banners fresh by running message and design variations in your campaign rotation. It’ll keep your audience alert to your brand and stop them going ‘banner blind’. And, of course, you can A/B test your design variations to see which gets the most clicks.

Get the response you want – with a clicking obvious CTA

No call-to-action, no clicks. Simple. So make your CTA clear, concise and compellingly clickable. We’ll be looking at the psychology of clicking in detail this season – from shapes and sizes to colour and copy – but for now, just make sure your CTA makes them ‘click here’.

You can’t beat bespoke

Everyone loves a time saving template but sometimes your promotion needs that really perfect fit. For truly bespoke email branding Rocketseed’s designers will work to your brief to create exactly the email branding you’re looking for.  We can also train your own designers in the creative tricks and technical tips of the email branding art so that you can develop future designs in-house.

So, are looks really everything?

Email branding, however brilliantly designed, isn’t there just to be admired – it’s truly strategic in its marketing power. From positioning to promotion, your designs are really all about your business objectives, your audience and the all-important call-to-action.

Design trends may come and go but engagement never goes out of fashion.

So keep your ‘eye for style’ on Rocketseed this season. There’ll be detailed design advice, case studies, email ‘makeovers’ and, of course, we’re always ready to design you a bespoke email banner or an email signature that suits your brand to perfection.

So, to email in style this season, you know who you need…

Jenny Bassett  |  Account Manager

Connect with Jenny on LinkedIn here

What Makes Us Click?

what makes us click

The simple psychology behind a great call to action…

The Colour

Make sure you pick the right colour for your call to action.  There’s no magic colour that converts better than others so pick one that contrasts and compliments, for example think orange on blue.

  • ORANGEEncourages immediate action. Consider orange if you want people to sign up, buy or join right away. It’s also the colour most associated with cheap or inexpensive things.
  • REDIncreases energy and creates a sense of urgency. Try red if you’re running a sale, a limited time offer or selling tickets to an event that’s close to selling out.
  • YELLOWDraws attention and creates low level anxiety. Yellow both promotes positive feelings and causes just enough anxiety to move people to action without stopping them in their tracks.
  • BLUEBuilds trust and security. It’s the most popular favourite colour in the world and is the choice for brands who want their customers to feel safe and secure.
  • GREENPromotes growth and relaxation. We all know green means go, which is pretty handy when it comes to CTAs. It’s also easiest for the eyes to process, so it’s often used to relax the mind.

85% of people say colour is the main reason they buy a product

Shapes & Sizes

Make sure you find the best shapes and sizes for your call to action.  Rectangular buttons are by far the most popular, but don’t be afraid to test other shapes and sizes if they’ll fit your design,and A/B test.

  • ROUNDRound the corners of rectangular buttons. Our brains seek to avoid sharp or pointy corners.
  • BIG: Bigger is better. It should stand out, but not be so obnoxious that it hinders or overwhelms your design.
  • TAPPABLEMake sure it’s large enough to be easily tappable on all devices.
  • CIRCULARCreate and test out a circular button that looks like it’s begging to be pushed!

We recommend a button size of at least 44 x 44px

The Copy

  • USE ACTIVE VERBS: Try words like “Download,” “Get” and “Start”. Leading with an active verb will get people up and clicking.
  • BE SPECIFICDownload the guide” is better than “Click here”. Help your audience understand exactly what you want them to do and what will happen when they click.
  • KEEP IT SHORT: There’s not a lot of space, so don’t cram in a lot of words. It needs to be easily read and understood at a glance.
  • TRY USING 1ST PERSON: Start my free trial” converts better than “Start your free trial”. This is an easy A/B test to try with your audience to see whether 1st or 2nd person works best.
  • CREATE URGENCY: Simply adding “Now” to your button can boost conversions. Make it clear with the copy that your offer won’t be around forever and watch click your rates soar!

One recent study found a 90% better conversion rate using 1st person

Improve your call to actions today, with a little help from our experts, click here to improve your call to actions.