Solutions

Our team is a highly dynamic group of professionals, dedicated to creating the right solution for each one of our customers. This is why AltosMail and our services can be customized based on specific requests.

We have already catered to many of our customer’s special requests, ranging from consultancies, total outsourcing and creating new software, so that their goals could be reached in the most efficient way possible.

The list of possibilities is endless, so have a look at some of our best cases from the past and contact us to figure out the best solution for you!

Hypermarketing

Name:

Hypermarketing

Market:

B2C

Department:

Marketing

Industry:

Automotive, financial

Year:

2014

Context:

Within certain emails to clients that warn them about a new invoice, or other important documents, there are links to a landing page with marketing purposes. The messages are customized for each type of customer: engaged customer/lapsed customer.

Firm:

Multinational business firm with a core dedication to financing the purchase of vehicles.

Location:

Milan

Employees:

Branch of about 300 employees belonging to a multinational automotive brand.

Income range:

+1.2 billion Euros

Technical situation (needs, problem) potential inconvenience and damages:

The firm wanted to understand the evolution of their client’s tastes and needs, so that they could provide tailored offers in order to maintain a high engagement towards the brand. There was a need to address them with a certain frequency without being too generic and pushy, while at the same time providing offers that are well accepted because they are close to their tastes and needs.

Solution:

A decision was made to use the periodic invoice sent to customers paying monthly fees. The email would have several links to different pages, each one offering types of information that would help understand their shift in tastes and needs (increased/decreased family size, changed profession, change in hobbies, different use for the car, etc etc…). These would help generate the next email, making it progressively more accurate and close to the final user’s needs or interests.

Benefits, obtained results (advantages), resulting operational workflow:

The results were: An 18% decrease in customers leaving the brand at their next purchase. A 12% shift of customer attitude from “Lapsed Customer” to “Engaged Customer”.

Missed Customer

Name:

Missed Customer

Market:

B2C

Department:

Marketing

Industry:

Automotive

Year:

2015

Context:

The firm lost a client, but not indefinitely.
He still visits – even if not frequently – the company page and the product page on social media. This client is not totally lost yet, however it is vital not to make mistakes because he could be lost forever.

Firm:

Multinational business firm with a core dedication to financing the purchase of vehicles.

Location:

Milan

Employees:

Branch of about 150 employees belonging to a big multinational car brand.

Income range:

+ 200 billion Euros

Technical situation (needs, problem) potential inconvenience and damages:

It was important to:
  • keep in touch with old clients
  • find out the real reason why clients were leaving and come up with a solution
  • regularly monitor the old client’s opinion towards the brand and measure any changes.

Solution:

Social media was excluded because few clients used it and most importantly none of the ones who abandoned the brand.
The same newsletter that they hadn’t unsubscribed from could have kept on being sent, however the open rate was very low.
The true necessity was to classify the market so that even emails not exactly linked to the brand’s products could be sent, as long as they were close to each missed customer’s personal interests.
Several topics were chosen: science, games, news, music, travel, sport, as long as the automotive brand would be present in the background.
Starting from a generic message, the goal would be to zone in on the main topics that would attract the “missed customer”, as to increase the click rate (link to the website).
Only once a certain level of engagement was reached (a deeper navigation beyond just one page) these visitors became subject to more explicit email campaigns, relative to the launch of a new car model (maybe a concept car) from which tastes and interests could be further understood.
The point was to approach the customers gently towards new products, linking them towards offers that would be specifically interesting for each one.

Benefits, obtained results (advantages), resulting operational workflow:

7% of lost customers in the past were gained back within 6 months.

Adwords Campaign Monitoring

Name:

Monitor and control each single AdWords campaign, group and single ad.

Market:

B2B

Department:

Digital marketing department

Industry:

Real Estate Agency

Year:

2016

Context:

Searching for a way to optimize AdWords investments by interrupting immediately those campaigns where certain indicators would predict a declining ROI.

Firm:

Multinational business firm with a core dedication to financing the purchase of vehicles.

Location:

Milan

Employees:

10

Income range:

< 3 million Euros

Technical situation (needs, problem) potential inconvenience and damages:

If a marketer were to use the tools provided by Google he would not be able to check data and make decisions in real time based on lead scoring, because it would require the evaluation of many different behavioral factors, recent or past, such as how many pages were visited after an ad from a SERP was clicked.
This lack of information forces the marketer to keep the AdWords campaign running, up until the results are not excessively negative.
In this foggy area of indecision, marketers usually prefer to keep the campaigns running in order to avoid missing an opportunity, even if they are getting closer to the concept of Stop Loss or negative ROI.

Solution:

A lead scoring algorithm was programmed inside AltosMail’s web intelligence module, so that it would take into consideration:
  • number of pages visited
  • time of each visit
  • number of conversions
  • number of returning visitors
  • increasing/decreasing trend in the frequency of visits for the last 4 weeks
  • level of interest towards a particular real estate
  • location of the desired real estate
  • price range
  • price of the ad for each click
If the indicator (called lead scoring) generated by the algorithm, which evaluates all these variables, is not “convincing” after a certain number of visits, the campaign is promptly stopped. The point is not to waste the budget which was dedicated to AdWords, anticipating Google’s platform which would stop the campaign based on looser limits that were set for it.
The marketer would now have the time necessary to evaluate all the new available data and indicators provided by Google and by AltosMail’s web intelligence, with the possibility of making adequate adjustments to the website or to the campaign.

Benefits, obtained results (advantages), resulting operational workflow:

The biggest benefit was dedicating less time to the creation of each AdWords campaign, therefore having more opportunities to create ads within a certain time frame.
The second benefit was achieving a higher ROI due to the immediate stop of campaigns that weren’t performing adequately.
Both these benefits saved 60% of the AdWords budget in comparison to the previous campaigns, in turn knocking down the CAC (Customer Acquisition Cost) by 35%.

CRM - AltosMail Synchro

Name:

Synchronization between the CRM and the email marketing platform

Market:

B2B

Department:

Sales and Digital Marketing departments

Year:

2016

Context:

The sales department uses vTiger as a CRM to record all their sales activities, either done or planned with their clients. The CRM does not allow to add information about the clients which would improve their profile in terms of engagement, both with regards to prospects or actual clients. They partially use the ERP to find out certain data about their customers, such as fiscal information and their financial stability. They don’t have the time to make a thorough approach towards the customers, meaning physically visiting them to get to know them, their goals and the projects in which they are mainly involved. This would be crucial information when setting up an offer and/or offering new products. To find new customers they rely on their participation at events/fairs dedicated to their category, where they can present their products, meet their proscpects/clients and learn about their activities.

Firm:

The client is a firm that generates an income strictly from selling semi-finished products in a B2B market which produces complex final products with a high level of innovation. The products that are brought to the market are innovative, yet they guarantee a high level of quality and reliability. Most of them are imported from other countries.

Location:

Milan

Employees:

25 employees

Income range:

+ 20 million Euros

Technical situation (needs, problem) potential inconvenience and damages:

It was important to:
  • keep in touch with old clients
  • find out the real reason why clients were leaving and come up with a solution
  • regularly monitor the old client’s opinion towards the brand and measure any changes.

Solution:

They felt the need to separate themselves from the old ways of their business sector without losing the relative advantages, getting their products a higher visibility and transforming their sales activity from “outbound” (active) to “inbound” (reactive).
This new work method would allow them to increase the number of sales and the total income for each salesman. The AltosMail email marketing platform was synchronized with the CRM. This means that all the new prospects added by a salesman onto the CRM after a fair or an event, would automatically be transferred inside AltosMail’s customer base.
Each prospect’s interests added to the CRM, planned activities, past promotions and notes by the salesman are transferred to appropriate fields inside AltosMail’s customer base.
Through the classifying criteria based on “Excel like” filters, and based on dynamic lists, B2B campaigns are planned towards more restricted, compatible clusters. Some campaigns could be reduced down to a dozen receivers.
From the moment they receive the email, each user’s actions until they stop navigating the website, is stored for 4 weeks.
Each action by the lead equals to a certain score (lead scoring).
When a lead reaches a certain score, or he makes a conversion on the website, a detailed report of the visits performed by the lead is stored in a specific field of the CRM, allowing the salesman to see exactly what are the main interests of the client.
Each morning a summary of all the most interesting web site visits are sent by email to all the salesmen.

Benefits, obtained results (advantages), resulting operational workflow:

Salesmen are constantly informed about the results of the firm, even though they don’t have to do it manually anymore, and they receive more frequent, punctual contacts than they could have managed in the old fashioned way (fairs/events).
Newsletters reach each client or prospect with a frequency of about 15 days, each specialized in a product which should be of interest to the specific lead.
The salesman can still suggest to the marketer specific campaigns, inviting clients to the fairs/ events so that the human contact and the old way of doing business can still be nurtured.
In conclusion, the clients reached a closer human relationship which increased the annual income by 24%.

I would like to generate leads. What should my budget be?

Name:

I would like to generate leads. What should my budget be to break even in one year?

Market:

B2B

Department:

Marketing and sales department

Industry:

Eco-friendly hot water heaters with a commercial value of at least € 20,000.00, up to a maximum of € 1,000,000.00 for industrial plants.

Year:

2016

Context:

The italian branch is made up of about 20 employees, with a sales department which can operate in all of Italy, a telemarketing employee, a technical department with the ability to make projects, install and service, and an administrative/accounting department.
The main company is a family owned multinational business with a branch in Germany, one in Italy and with some sales throughout the rest of the world, managed by the main branch in Switzerland.
There is only one website for all the branches which is managed directly from Switzerland (four languages) Until that time, leads that the telemarketing staff gave to an area representative came from:
  • Phone calls to visitors from the few fairs/events in which they took part
  • Almost no direct contact originated from the website because the Italian section was practically inexistent
  • Through word of mouth by their most important sattisfied customers
  • No mail marketing campaign
  • No social media activity
  • A few “cold call” campaigns (telemarketing) towards specific market sectors, trying to set up appointments with area representatives
  • Rare suggestions from other branches or from the main offices
The firm is the Italian branch of the main business residing in Zurich. A long and painstaking process had to be followed in order to make any changes to the official website. Not very practical.

Firm:

The firm is the Italian branch of the main business residing in Zurich.

Location:

Zurich, Switzerland and the Italian branch near Turin.

Employees:

Around 300 employees in Switzerland

Income range:

+ 20 million Euros

Technical situation (needs, problem) potential inconvenience and damages:

The head of sales, with a strong technical background (engineer), contacted us because he was interested in moving from traditional marketing, towards digital marketing. He needed to have some tangible data (times, budget, break even, methods, channels, internal structure, schedule, etc etc…). Basically, he was looking for an executive project (detailed and precise) that he wanted to present to his general manager, who would in turn try to convince the Swiss headquarters, that were notorious for resisting major changes.
We confessed that their sector was not an area of expertise for us, as it is a very niche market. Our contact (head of sales) identified only 2 or 3 menacing competitors, who made a better use of digital technologies and who even had a “digital marketing” executive amongst their staff.
To hand them an executive project we needed to carefully weigh all the possible activities that could be used in a digital marketing strategy: social media, payed advertising, search engine results, web site, blogging, content marketing, white paper, sponsors, mail marketing campaigns, mail marketing automation campaigns, account base marketing, etc etc…

Solution:

The right mix of strategies that could bring the highest chances of success, is decided by the market after an experimental phase. These experiments would be carefully carried out with the support of a digital marketing expert, in turn supported by an expert of this specific niche market.
We proposed a pilot project of 4 months, in which the activities would be divided in different phases, with a total cost reflecting an excellent project based on solid experiments.
This project would finally be quantified into a realistic budget, so that break even could be achieved within a year, and with a margin for error below 25%.

Workflow summary

During the 4 months we hired a part-time intern at 50% (chosen together with our client) who would later work for the client in case the project reached success and was accepted by the headquarters.
During these four months we:
  • Organized regular call conferences to define strategic activities after having analyzed performances and interpreted the data;
  • Analyzed competitor’s websites from which we extracted the most important content, which we would have used on our “mini, experimental” website;
  • Defined a “keyword strategy”. We selected a first selection of 5 keywords and “long tail keywords” on which we would have tried to position our mini website on search engines.
  • Developed a mini website, independent from the official website, with about 10 pages.
  • On this website we created some landing pages or goal pages to “satisfy” the curiosity of our visitors and start a “brand reputation” from scratch.
  • Purchased a list of around 8,000 hotels in some Italian regions that would have been more inclined towards the eco-friendly technology used by their products.
  • Launched “only” two mail marketing campaigns, to interpret the behavior of the visitors to define the level of engagement reached.
  • Created a simulator (that the competition didn’t have) to provide information about the potential savings of these water heaters, in comparison to traditional methods, along with the fiscal incentives that were available at the time.
  • Launched a third and final campaign through marketing automation, to understand how far we were from our lead generation goals set at the beginning.
At the end of this pilot project we had a clear picture about what could be done and how much it would cost. Most importantly times, organization, strategies, distribution and roles.
We offered our services for four email marketing camapaigns in outsourcing.
Prior to launching a campaign we ran a keyword assessment with a tool that we developed to evaluate competitors on the web, with regards to keywords that we deemed as strategic for our client.
We studied the most relevant competitors’ websites and the type of communication used by them, in order to properly tune our communication strategy. The importance of this would be to allow a smooth alignment with the market of hotels and businesses that could be interested towards in the product, and towards which we would have targeted our email marketing tests.
We then created the landing pages with the AltosMail platform, making sure to follow exactly the style used on the official website. This was done to avoid long, slow procedures necessary to gain the headquarters’ permissions which would have been necessary to modify the official website.
We purchased a list of 8,000 Italian hotels which we would have loaded directly from the Excel file (without transforming it into a CSV file in order to maintain the original special characters such as accents and foreign alphabet letters) through the Data Quality module in AltosMail. During the loading process AltosMail signals any duplicates and email addresses that didn’t have the right syntax. The Data Quality module provided a precise map of all the available data at the beginning, which would have been used at the end of the process as a comparison against our final results to provide a trend. AltosMail finally provided the Data Quality Index (an indicator which provides the quality and worth of a customer base).
Before sending the newsletter we simulated the result on various devices (smartphones, browsers, mail clients, etc etc…) and measured the rating given by the Spam Assassin.
Finally we ran an A/B test on a test list (approximately 500 hotels evenly distributed amongst the types of locations). The A/B test module within AltosMail allowed us to evaluate the results and choose the best email amongst the 4 that we used.
After this we sent the first of the 4 massive campaigns that we had established in the outsourcing contract, choosing an ideal day and time.
During the blast, our proprietary delivery module within AltosMail calculated in real time the bounce rate and stopped the campaign automatically when it approached 8%. This was done because the list that we used was purchased, which means that it didn’t have only leads that had willingly subscribed through the “Double Click Option”, which is the legally valid and suggested best practice.
At the end of this first blast we analyzed the UCR (Ultimate Campaign Report) report which is automatically produced by AltosMail. Through the interactive “Bounced mail box Handling” report we marked all the emails that could no longer be used or put in quarantine.
Thanks to the interactive “Auto Reply Handler” instead we chose the best option to increase the Open Rate in the next campaigns.
The last step involved commenting and providing an interpretation of the results from the UCR, which our client could find online after receiving it by email as a PDF.
We organized a conference call with the client to decide the next step. Together we chose to modify our communication strategy. The new method involved creating better landing pages, with information intended to increase the lead’s knowledge about the important parameters that should be evaluated when changing water heaters.
The next campaigns underwent a series of progressive segmentations aimed at decreasing the clusters, based on behaviors and website visits of each lead. The segmentation was easily achieved thanks to a very powerful set of AltosMail filters which are applied to all custom fields. These custom fields are also filled automatically by the lead’s behavior as he visits web pages or clicks on newsletters.
In total we launched 4 campaigns, with 12 versions, in order to accurately address the level of maturity and interest towards the purchase for each lead. Each time we provided an accurate profile of a lead’s psychology and rationally evaluated the successes and the failures, providing the best advice on how to reach the goal.

Benefits, obtained results (advantages), resulting operational workflow:

We created a professional relationship that spawned the executive project, fully agreed upon between us (the main contractor) and the client.
This relationship was strongly appreciated by the Italian general manager, who managed to persuade the Swiss headquarters to follow up on this project. In turn the project was expanded to the French branch.

Magento Ecommerce Integration

Name:

AltosMail-Magento Ecommerce Integration

Market:

B2C

Department:

Sales

Industry:

Low cost fashion

Year:

2016

Context:

Multinational firm that purchases clothes in France and sells them through their Magento e-commerce website.

Firm:

Milan franchise of the Chinese multinational firm.

Location:

Milan

Employees:

5 employees

Income range:

< €3 million

Technical situation (needs, problem) potential inconvenience and damages:

The firm felt the need to solve their “abandoned cart” problem, by promoting similar products, new arrivals and special offers to their customers.
Magento didn’t offer the right functions that were flexible enough to create automatic campaigns that could take advantage of the client’s detailed profiles. The firm needed to send an email with the right product, to the right customer, at the right time.

Solution:

AltosMail is an all-in-one email marketing platform, with drip marketing and mail marketing automation, which decides automatically -based on custom parameters- which newsletters to send, how to customize them, who to send them to and when exactly to do it.
The algorithm considered the last 3 successful purchases, the missed purchases, the favorite price range, favorite type of clothes, the sex, age and general taste when sending an email to a customer.

Benefits, obtained results (advantages), resulting operational workflow:

The time dedicated to planning and developing email marketing campaigns drastically dropped.
The marketer was able to dedicate more time to analyzing reports, cleaning the customer base, experimenting with new automatic campaigns and working towards a higher rate of efficiency. This is a smarter and more creative way to work.
The results in terms of income were evident (2 digit increase) because the detailed lead profiles allowed the firm to make more adequate offers, based on the temporary needs of each customer.

Agency News Dispatching

Name:

Agency News Dispatching

Market:

B2C

Department:

Production of articles and press releases

Industry:

Media and communication

Year:

2014

Context:

All sports activities in the Trentino region are monitored by this firm, who’s clients are newspapers, radio stations and TV stations (both local and internation).

Firm:

Information media company

Location:

Trentino (Italy)

Employees:

5 employees

Income range:

< 1 mln €

Technical situation (needs, problem) potential inconvenience and damages:

The biggest concerns were reliability and flexibility with simple processes.
Each activity starts by loading the desired communication on the firm’s portal, along with pictures or videos and the choice of a graphic style provided by the portal.
After this each communication must be “copied”, possibly with the same graphic style of the website, and the distribution list depends on the portal’s section in which it was loaded.

Solution:

A small custom change was made within AltosMail.
The journalist now just had to copy the URL from the portal in to the newsletter editor.
Altosmail would automatically use the content and the style from that page to create the newsletter.
Thanks to the URL AltosMail could obtain the distribution list and the journalist at this point only needed to send the email campaign.
The special interactive report for the bounced emails allowed them to evaluate all the unsuccessful messages, understand the reasons and immediately apply the necessary solutions.
A similar activity could be done through the Autoreply report, from which an action can be chosen amongst a selection of different options.
These types of actions must be done very quickly, because news needs to be punctual in order to avoid reputational damages for the business.
Another customization was made:
The firm no longer sends messages directly to the users. Messages are sent to the clients who automatically forward them to their list of users.
This means that the final users receive the email from the address of the company that they had subscribed to, and no longer from a different address.
PS.
Bounced email: these are the emails sent to addresses that no longer exist, or that are refused for different reasons by the destination server. AltosMail records all messages received by the servers and associates a suggested action/solution. AltosMail already has a catalogue of 300 messages and linked solutions, but if a new one should arrive the user can assign their favorite solution so that the system knows what to do next time.

Autoreply: these are the messages that the final user has programmed automatically, so that the sender knows what to do and/or if the message should be forwarded to another address. This happens in case of holidays, role changes, etc etc…
These original messages reached their destination but they need to be considered by the sender to make sure that the right person is reached.

Benefits, obtained results (advantages), resulting operational workflow:

When this new service started the client was amazed by how many messages were not reaching their destination! Once the customer base was cleaned, the daily duties almost dissapeared.
The media firm gained confidence about the quality of their service.
The service now reached a new level which was appreciated by the firm’s customers. They eventually asked for more custom features which further increased the total income.
The new procedures to send the messages sped up the whole process, making it also easier and more efficient, which increased profits along with customer satisfaction.