• by Ray Schultz , July 28, 2017

Fosina Marketing Group, a direct-to-consumer subscription agency, has expanded its range of email services and capabilities in other areas.   

The company, which previously focused mostly on the acquisition stage of subscription marketing of products and services, will now facilitate email communication through all points in the funnel.

“We’re going to communicate with the consume between their product or service purchases,, says Jim Fosina, founder and CEO of Fosina Marketing Group.

He adds that “it’s important to communicate between transactions so consumers feel wanted, special and appreciated. It could be a ‘thank you,’ or ‘we hope you’re enjoying your product or service.’”

Fosina wants to make “the brand more loyal to the consumer than the consumer is to the brand,” he says.

The 20-person agency handles creative, reputation management, data modeling and deployment, using IBM’s cloud solution. It also tracks delivery, open and click-through rates, and is able to measure a customer’s lifetime value, Fosina says, and provides CRM services.  

Fosina’s cllent roster includes packaged goods, publishing, and fund-raising organizations.

In addition to email marketing, Fosina is offering new services in these areas:

• Social media monitoring, campaign management and customer engagement 
• Influencer channel marketing campaign management and source optimization
• Paid-search campaign management, deployment and Return on result optimization

The goal is to engage customers at all touchpoints. 

The agency also helps clients with strategy.

"For the past 15 years, we have always understood that tools alone do not create compelling solutions for clients,” states Marina DiDomenico, EVP and CIO, Fosina Marketing Group. 

Prior to starting the agency, Fosina worked for Kraft, selling subscriptions to Gevalia coffee; for Nestle, selling ongoing Poland Springs delivery, and for Scholastic, selling Dr. Seuss, Nickelodeon, Disney and other book programs for children.

In 2012, Fosina spun off Amora Coffee, a company that sells coffee subscriptions directly to consumers. It has hundreds of thousands of subscribers, and does a significant amount of business via email.