{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Dynamic email campaigns

Dynamic email campaigns - Email Marketing Best Practices...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Email Marketing Best Practices: Creating Relevant Email Campaigns with Dynamic Content By Megan Ouellet, Director of Marketing Listrak, LLC September 6 , 2007
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Email Marketing Best Practices: Creating Relevant Email Campaigns with Dynamic Content www.Listrak.com 717-627-4528 Fax: 717-627-6087 F or a company’s email marketing strategy to succeed, marketers must continually update and enhance their best practices in order to keep up with new technology, subscriber demands, and the competitive landscape. More LPSRUWDQWO\± PDUNHWHUV PXVW ÏQG QHZ ZD\V WR XVH WKH WRROV that they already have implemented. Doing so will enhance their email campaigns while keeping costs at a minimum. Such a case exists for dynamic content. For some companies, using dynamic content to increase the relevancy and person- alization levels of their email campaigns is new. For others, dynamic content has been used in the past, but to a limited extent. Listrak, a leading provider of email marketing solutions, has put together the following white paper to help marketers learn new ways of using dynamic content to drive the rel- evancy of their email marketing campaigns. This, in turn, will build stronger customer relationships and encourage higher response rates. Collecting the Right Data Dynamic content, also known as dynamic message assem- bly, is a complex mail-merge technique. It relies on a single PHVVDJH WHPSODWH ZLWK PXOWLSOH FXVWRPL]DEOH ÏHOGV² 7KHVH ÏHOGV PHUJH ZLWK WKH FRPSDQ\ÊV VXEVFULEHU GDWDEDVH RU EXVL - ness applications to create highly personalized and relevant FXVWRPHU PDLOLQJV EDVHG RQ VSHFLÏF XVHU SUHIHUHQFHV± RQOLQH behavior, demographics, and personalities. Instead of send- ing one all-inclusive message to every subscriber, dynamic content allows you to construct multiple versions of highly- targeted, specialized messages that speak to each subscriber individually. However, because it is template-based and the content is created once, stored, and reused as needed, these messages can be created with little effort. The collection and management of subscriber data is critical to the success of dynamic campaigns. The following attri- butes should be collected in your subscriber database: Preference: Dynamic campaigns depend on the level of detail you have on each subscriber. Chances are you already know some of the preferences of your subscribers, such as HTML or plain text format preference or frequency preference, as this information is easily obtained through a survey. However, the opportunity exists to collect even more preferences. For example, you can track the offers that each subscriber responds to. Some subscribers take advantage of emails offering free shipping while others prefer to receive a dis- counted price. Some like to receive the offer in the form of a special coupon code while others prefer to have the discount automatically applied during the check out process. Some want to be able to order the product online while others prefer to place their order through a phone call to a customer service representative.
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 7

Dynamic email campaigns - Email Marketing Best Practices...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon bookmark
Ask a homework question - tutors are online