Dynamic email campaigns

Dynamic email campaigns - Email Marketing Best Practices:...

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Email Marketing Best Practices: Creating Relevant Email Campaigns with Dynamic Content By Megan Ouellet, Director of Marketing Listrak, LLC September 6 , 2007
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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
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This note was uploaded on 07/14/2011 for the course ISC 361 taught by Professor Staff during the Spring '11 term at Kentucky.

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Dynamic email campaigns - Email Marketing Best Practices:...

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