Email Marketing Strategies

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Unformatted text preview:     2008EmailMarketing Strategies     WhitePaper PreparedbyVidiEmi,Inc.   PrimaryContact: FredTabsharani Director Marketing|Strategy www.videmi.com 2450WashingtonBlvd SanLeandro,CA94577  Direct: 510.904.6912 Email: fred@vidiemi.com    2 2008EmailMarketingStrategies   TABLEOFCONTENTS   Introduction...............................................................................................................................................................................................3 KeyStrategy:1 Cadence .................................................................................................................................................................3 . PreferenceCenter..............................................................................................................................................................................3 KeyStrategy:2 CreateanEmailMarketingCalendar.....................................................................................................................4 InternalEvents...................................................................................................................................................................................4 ExternalEvents..................................................................................................................................................................................4 IndustryEvents..................................................................................................................................................................................4 Seasonality.........................................................................................................................................................................................5 KeyStrategy:3 WelcomeEmails.....................................................................................................................................................5 KeyStrategy:4 WelcometoPerpetualTesting...............................................................................................................................5 KeyStrategy:5 TheMailingList......................................................................................................................................................6 Areactivationcampaigntoinvigorateyourlist .................................................................................................................................6 Increasingfocusonsubscriberengagement ......................................................................................................................................7 KeythoughtsforincreasingOpt ­ins ...................................................................................................................................................7 KeyStrategy:6 Segmentation........................................................................................................................................................8 KeyStrategy:7 DynamicContentforRE ­engagement...................................................................................................................8 KeyStrategy:8 TriggeredEmails.....................................................................................................................................................9 KeyStrategy:9 Integration ­analyticsandemailtools ...................................................................................................................10                     www.vidiemi.com  3 2008EmailMarketingStrategies     INTRODUCTION  Jupiter Research,2.1 Billiondollars willbespent foremail marketingby theyear 2012. Emailmarketingismorepowerfulthanever,withretailersreportingrecordonlinesalesandusingemail todrivesignificanttraffic.Inthepastyear,segmentation,targeting,profilingandbehavioraltargetingall evolvedtechnologicallytobeeffortlesslywithinthegraspofeveryemailmarketer,largeandsmall.With thatsaid,emailmarketinghasneverbeenmorepoisedtoconnectsubscriberswithbrands inevery industry. Toincreaserevenue,savvymarketerscontinuetoimprovethelevelofsubscriberrelevanceand engagement.However,sendingmo necessarilydrivemorerevenueinthelongrun. Sendingmorerelevantemaildoes.Thustheadventofapreferencespagealongwithamorerhythmic flowtowhenyouremailsareexpectedcantrulyhelpyouroverallconversionrates.  EmailbudgetscontinuetoexpandandaccordingtoJupiterResearch,2.1Billiondollarswillbespentfor emailmarketingbytheyear2012.InthisWhitePaper,ourpriorityistointroduce keystrategiestohelp youdefineandrefineyourexistingemailmarketinginitiativesandmakethemostreturnoneverydollar youinvest. KEYSTRATEGY:1   CADENCE  Wearecreaturesofhabitandemailisarelativelynewhabit gluedtothefabricofourdaily regimens.Whileyourcustomersmaynotopenorreadeveryemail,mostofthemknowwhatandwhen toexpectinanemailespeciallyiftheyrequestedaparticularpreference.  Thebestprogramshaveremainedconsistentwiththerhythmoftheirprograms. Forinstance,  th receivemymonthlystatementfromAmericanExpressonthe20 ofeverymonth.Also,Iknowwhento expectmytraditionalweeklymailingfromOmahaSteaks.Betteryet,youwantcustomerstoanticipate yournextmailing.Forinstance,bycultivatingyourmostprofitablecustomersusinglifecycle managementandwebanalyticaldata,yourableanticipatewhenacustomerisreadytobuyanother productfromyourcompanyandsendanautomated,relevantemailbasedonpurchasehistory .Theidea ofkeepingyourmailingsinrhythmwillbetterdefineyourdeploymentsandaddvaluetoyourclients  inbox.Don'tdiscounttheimportanceoftimingandfrequency;it'sasmuchacommodityasisthecontent andbrand. PREFERENCECENTER  Todaythepowerisinthehandsofyourrecipients.Itiscriticaltogiveyourclientsachoiceoverthetypes ofmailingstheyreceiveandgivethemtheabilitytoaltertheirpersonalinformationandpreferences.If youalreadyhavesuchafacilityinplace,perhapsitistimetoaddadditi onalfeatures,suchasgivingthem thechoicetoindicatespecifictopicsorproductsofinterestortheabilitytodecidehowoftentheywant tohearfromyou.Thisisagreatopportunitytodrilldownfurtheronspecificsegmentsofyourlistand continuethetwowaydialogue.Thisisamethodofhyper ­segmentationandwillboostoverall conversionratesbysendingmorerelevantemails.Forinstance, youmightwanttooffer afewpreferencesbasedongenre.Forexample,yourclientsiftheyprefer,canchoosetoselecta                 www.vidiemi.com  4 2008EmailMarketingStrategies     KEYSTRATEGY:2   CREATEANEMAILMARK ETINGCALENDAR   Companiesspendagreatdealoftimeplanningtheirofflineactivities,butoftenneglectthe email ­ marketingcalendar.Manypreferthatemailmarketingbemorespontaneous,andinfact,dothem selves aninjustice.Bydedicatingtimetoconstructyouremail ­marketingcalendarnow,yourfutureemail campaignswillbenefitfromutilizingthecorrect consumers.  definesomeemailmarketingactivitiessoyouarebetterequippedtocustomizeyourcalendar.  Whenpreparingyouremail ­marketingcalendar,thereareafewthingstoconsider:   Internal&ExternalEvents IndustryEvents Seasonality  Thesefactorsareessentialtobuildingyourcalendarinordertoensurethatyoureducechurn,identify opportunitieswhentosend,andincreaserelevance.   INTERNALEVENTS   Doyouhaveanynewproduct/servicereleasesorstoreopeningsscheduledfortheupcomingyear? Plan accordingly.Whileanewlogomaynotbeofimportancetoacustomer,theavailabilityofanewfeature withinyourwebsite,suchassite ­to ­storepurchase,maybe.Ifyoualre foryourfiscalyear,becertaintoincludeitintheemail  ­marketingcalendaraswellasanyappropriate segments. customers.Byplanningyouremailmarketingtouchesforyourinternaleventsaheadoftime,youcreatea muchmorefluidmulti ­channelcampaign.  EXTERNALEVENTS   Whatisgoingoninyourdirectcommunityorthecommunityat  ­large?Beawareofmajorsporting events, Allcanassistyouincreatingemail themesforyourcustomers.Becautiousthough,althoughadie ­hardsportsfanaticmayappreciatea WorldSeriesthemedemailcampaign,amotherofthreewith notimetowatchsportsmaynot.Re ­ memberyouraudienceandsegmentaccordingly.Rememberpreferences.  INDUSTRYEVENTS   Isthereindustrytradeshowsorreportsthat arescheduledfortheyear?Ifso,takeadvantageofhavingafluidmarketingcampaignnow.Ifyoucan identifytheactivity,youcancreatethecontentandcreateinterestusingyouremailmarketing. Often, campaignsmaynotbeas seamlessasdesired. demonstratestoyourclientthatyourcompanyishighlyaware.                 www.vidiemi.com  5 2008EmailMarketingStrategies     SEASONALITY   Grabacalendarandcheckoutmajor,andafewminor,holidaysandhowtheyintegrateintoyouremail marketingplan.Whatarethelocalschoolsschedules?Ifyoucandeterminethoseaheadoftime,youcan reallyhavefuncreatingseasonalpromotions. salsoessentialindeterminingwhenyouaregoingto email,atwhatfrequencyandwhattheoverallexpectedreturnwillbe.Ifyouwanttodoacountdownto Christmas,or12daysofsavings,knowwhentostartthatcampaignpriorto theholidayshittingyou quickly.Alsoidentifywhattheseasonsandholidayssignaltoyouraudienceandtheimpactthattheyhave onyourbuyingcycles.ForaB2Cemailmarketer,theholidaysmaymeananincreaseinonlineactivityand responsivenesstoemailmarketing,buttotheB2Bemailmarketer,itmayindicatealullinactivity.  KEYSTRATEGY:3   WELCOMEEMAILS  Brandandsubjectlinesarekeyfactorsingettingyoure ­mailsopened,butsoisthepriorexperiencethat yourrecipientsreceivewithyouremailnewsletters.AccordingtoastudyconductedbyReturnPath,over 50%ofsurveyrespondentsindicatedthatpriorvalueinfluencesdecisionstoopene  ­ priorvaluewastheonlyfactortoexhibityear ­over ­yeargrowth. Thismeansthatthevalueclockbeginstickingwiththeveryfirstemailcontactyoumake.Formany stateforproceedingemails,belowareeighttacticsyoucanusetopavetheroadfora betteroverall relationshipwithyourclients: Sendyourwelcomemessagewithin24hourstopeoplewhosignupforyouremailprogram.  Providealinktoyourallimportantpreferencecentersosubscriberscanmanagetheir subscriptions Includeawelcomeofferorotherincentivetomakeapurchase;becreativeaboutincorporating thisofferintothesubjectline. Includewhitelistinginstructionssosubscriberscankeepyoure ­mailsoutoftheirjunkfolders.   ­outlinkincasepeoplechangetheirmindsaboutsubscribing Trytopersonalizethecontentformaximumrelevancyandsubscriberretention  Tellsubscribershowyouintendtousetheiremailaddressesorprovidealinktoyourprivacy policy.  KEYSTRATEGY:4   WELCOMETOPERPETUAL  TESTING  HTMLemailisover15yearsoldandthereisn'tmuchwehaven'ttestedinitsshortlifetime. Withreal ­ timedemands,abusinesscan'taffordwastingcyclestesting,unlessitcanproveitismovingthe needle.Thebestprogramsoutthereareagainsimplifyingtesting,butmostimportant ly,theydocument whatworked.Thinkoftestingasafavoriterecipebook.Weintuitivelyrememberthings,butifyoudon't keepalibraryoftestingrecords,itwillgetlostwiththeresults.Rememberonething:Youtesttoprove ordisproveyourhypothesis,notjustfortheexercise.                www.vidiemi.com  6 2008EmailMarketingStrategies  Formally,thatiscalledsplit ­runorA/Btesting.Thereisonlyonevariable,andtwovariationsofit.It works,butitistimeconsumingand(ifthereismorethanonehypothesis)needslotsoftestsubjectsand somediligence  Todayhoweveryoucantestmanyvariablessimultaneously,andevenuncovertheinteractionsbetween thevariables.Thetwomaintypesofmarketingtestsaretestingoffersandtestingsegments.Examplesof offertestsareHTMLvs.text,bluebackgroundvs.red, $10offon$100purchasevs.$20offon$200,etc. Examplesofsegmenttestsarerecentpurchasers,potentialdefectors,geography,andvariousloyalty programs foryou,andtheresultsareoutstanding. Anemailtestisgenerallyoverwithintwodays,anditisoneofthetwobestwaystoimproveyour marketingcampaigns.   KEYSTRATEGY:5   THEMAILINGLIST  Justlikealivingsoul,thehouselisthasapulse.It'salive anditwillcontinuetothriveaslongasyou treatitassuch.Programsthatdothiswell,realizethatyoucan'trealisticallyretaineveryoneon yourlist anddotoattrition,yourorganizationwillcastoffapproximately25 ­30%eachyearinordertokeepit healthy.Asamarketingmanager,youshouldthinkaboutwhatyourlistmeanshowmuchyou'llletit grow,theconsequencesofgrowingittoofast,consequencesofpermissionpathsandpoliciesandwhatit reallymeanstoyourcompaniesbottomline.Ifgrowingyourlistisoneofyourtopprioritiesin2008and youhaven'tthoughtthisoutwell,youareinforatoughtimemanagingdiminishingreturnsanddelivery performance. Everysixmonths,17%oftheUSonlinepopulationcreatesanewe ­mailaddress.Thispersistentpatternof addresschurnfrustratesmarketersandunderscorestheneedforreactivationtactics. Listattritionisat andnonactiveones.Considerareactivationstrategy. AREACTIVATIONCAMPA IGN TOINVIGORATE  YOURLIST  Howmanyemailmessagesdidyousendoutinyourlastcampaign?Howmanyofyourrecipientsactually openedorclickedonyouremail?Rememberthatwithemail,sizedoesn'treallymatter.Performanceis key,notjustforyouremailprogramanditsbottomlinebutalsoforyoursenderreputation. A reactivationcampaignistheanswerhere,andit'sjustasimportantasanyacquisitioncampaign.Itwill helpyoucleanoutthedeadwood,re ­energizeyourlistandreclaimsomeofthemoneyyouspent acquiringandengagingthoseaddressesinthefirstplace.  Whyreactivationworks Youremailserviceprovidermightbethrilledthatyoushipoutmillionsofmessagesineachcampaign, but youcouldactuallyhurtyourselfandyoursenderreputationwhenyou sendtopeoplewhoneverbother toopenoractonyourmessages. andthey'lltreatyouremailaccordingly.Many uselong ­deademailaddressesasspamtrapstomonitoryourlisthygieneandmeasureyoursender reputation.Thedirtieryourlist,themorelikelythey'llrouteyouremailmessagestothejunkfolderor blockyou.               www.vidiemi.com  7 2008EmailMarketingStrategies     Justbylookingatyourdatabase,youcan'ttellwhichsubscribersactuallyabandonedtheirmailboxes,who deletesyourmessageswithoutopeningthemorwhostillissortofinterestedinyoubuthasn'tseenany reasontoopen. Areactivationcampaignwillidentifywhichaddressesyoucansafelydropfromyourlistwithout disruptingtheliveonesandre ­establishconnectionswithpastcustomers.Usethesamestrategiesyou wouldactivatinganewcustomer.Hereareafewhelpfultacticstorejuvenatethosein  ­activesonyour list. IdentifyInactives Thistakessomedatabasework.Createaseparatemailinglist,andaddanyonewhohasn'tope nedor clickedonamessageinthreetotwelvemonthsands endamessagewithapleadingsubjectline,suchas "Wemissyou!Pleasecomeback,Mickeymissesyou!"Goahead,grovelalittle.Includeaspecialofferor invitationtofilloutanewprofileorencourage(makeitverysimple)themtounsubscribe.  Moveanyrespondingaddressesbacktoyouractivelist. Sendthemessageagain,however,thistimetake themoffyourlistiftheydon'trespondin,say,aweek.Then,scratchthemfromyourlistiftheydon't respond.Itmightkillyoutodothat,butasmaller,morevitallistwilldoyoumoregoodthanonewhere nobody'shomeanymore.Theeffortyouspendnowtowakeupyourlistandre ­engagewiththemwill payoffinbetterdeliverabilityandahigherROI. INCREASINGFOCUSON SUBSCRIBERENGAGEMEN T  Whenemphasizingtheimportanceoflisthygiene,DavidDanielsofJupiterResearchoftencompares arerealizingthebenefitstotheirsuccesspotential  ­ responsivesegmentsdragdownyourdeliverabilityandROI,andwasteyourtime.  Mostsophisticatedemailmarketersnowcloselytracktheiropenandclickrates,andmoreareeven harmfultoyourdeliverabilityandcampaignROI.Moremarketersarebeg inningtoseethebenefitsof closelyanalyzingtheportionoftheircustomerbasethatISNOTpayingattention.  Useawinbackcampaigneveryquartertoreengagewithnon  ­responders.Balancerelevantcontentwith thepromotionssothatsubscribersfindvalueineveryemail,eveniftheyarenotreadytobuy.Togain testingandprioritizesubjectlinewritingwillenjoydeeperrelationshipsandhigherre peatresponse.  KEY THOUGHTS FOR INCREASING OPT  ­ IN S  Thedesignofyouropt ­intoolshouldstandoutmoreinsteadofblendinginun  ­noticedwiththe restofthesite. Thesign ­upopportunityshouldbeatthetopofthepage,notinthemiddle.                www.vidiemi.com  8 2008EmailMarketingStrategies  Thesign ­upshouldalsobeinthesamespotoneverypageassumingsomeofyourtrafficcomes fromdeeperlinks,notonlyfromourhomepage.  and   KEYSTRATEGY:6    SEGMENTATION  Clutterisnolaughingmatter.Withinboxclutterattoplevelsandstillrising,subscribersrewardmarketers which sendingpromotions althoughdiscounts andfreeshippingremainimportantdirectmarketingtoolstodriveopensandclicks.Subscribersrespond tomessagesthatspeaktothem.Thisisdefinedbybrandstheylove, subjectlinesthatcompelthem,orif inamessagefromthissenderinthepast(aconceptwe  Thereisnowayatraditionalbatch ­and ­blastcampaignapproach whichmeanssendingthesame messagetoeveryoneonyourfile willeveroptimizeresponse listdeclined15%to27.2%thisyear. Youcan'ttakeactionforeverycustomersegment.Ashardasyoutrytotargetcustomers,tryto personalizeproduct,promotion,message,tone,timingorcreative, itwillalwaysbeachallengetoprovide truemasscustomization.Keepsegmentationfocusedontiersofresponse.Somewillbuyonline,some willbuyoffline,somewillviewyouremailandsomewillclickthrough.Thereisagrowthpatterninthe works,bywhich,marketersarecateringtotheneedsofbothonlineshoppersandin  ­storeshoppers.The bestprogramssimplifytheirapproachtosegmentationandtryitinbite  ­sizedchunks,allbasedon responseasadirective.Instead,greatemailexperiencesmustbecreatedatthesubscriberlevel,notthe campaignlevel.Consumerswantemailthatbuildsorenhancestherelationshiptheyhavewithour brands,notsimplyaseriesofone ­offpromotions.  KEYSTRATEGY:7    DYNAMICCONTENT  FOR  R E  ­ E NGAGEMENT   Dynamiccontentcampaignsaresuretoboostyourconversionrate. However,itrequiresabitmoredata thansimplysegmentingyourcustomerlist.Dynamiccontentmaybeusedtoencouragefirsttime purchasesfrommembersofyourlistwhoreadandclicked  ­throughyouremailsbuthavenotconverted intoasale.Inordertocollectthisdata,itishelpfulifyouremailmarketingsoftwareisintegratedwitha webanalyticssolution,soyoucaneasilyseewhichsubscribersarereadingandclicking  ­throughyour messagesbutarebouncingaftertheyreachyourwebsite.   Collectingthisdatainyouremailmarketingsoftwareallowsyoutousedynamiccontenttoaddaspecial couponordiscountcodetoencouragecontactstomakeafirstpurchase. Youmayevencreatedifferent discountsbasedonthesimplesegments.Forexample,afemalesubscriberwhohasmadeapurchasein thepastwillreceiveanemailannouncingthesaleonwedge ­heeledpeep ­toesandalswhereasafemale Profitabilitymaydiminish,butyouwillgainanewcustomer,additionalprofilingdata,andthetrustof thatcustomerwhichwillleadtofuturesales.  Youmayeventakethisastepfurtherandusetheanalyticstofigureoutwhatproductseachsubscriber hasviewedonyourwebsiteandthensendspecialdiscountsonthoseitems.Thisisespeciallyimportant tocustomersthathaveaddeditemstotheirshoppingcartsbutabandonedthesale. Youalreadyknow thatthesubscriberhasinterestinthatproduct,soofferingadiscountonthei temtheywantisagreat waytoencourageanewsale.                www.vidiemi.com  9 2008EmailMarketingStrategies  Re ­engagementcampaignsdonothavetobedirectedatfirsttimepurchasersonly. Forexample,you couldrunanengagementcampaignsuchassendinga$15offcoupontosubscribersthathavenever madeapurchase,a$10offcoupontocontactsthathavemadeoneortwopurchases,anda$5off coupontocontactsthathavemadethreeormorepurchases.   Thismethodrequiresalittlemoreworkonthefrontend,butonceyoubegintoacquireandsavethe clickstreamdataandpurchasehistoryforeachcontact,theseemailswillbeveryeasytogenerate.   Knowingwhatproductsyourcustomershavepurchasedallowsyoutobuilddynamicemailcampaig ns offeringcomplimentaryitemstoo.Cross ­sellingbecomesmoreprevalentinthiscase.Forexample,ifa customerpurchasedadigitalcamera,youcouldsendthemanemailofferingadockingstation,tripod, cameracase,additionalmemoryorbatteries,etc.Thisemailshouldbeincludedalongwiththesales confirmationemail.Manycompaniesarefindingthatcross ­sellingthroughemailaftertheinitialsaleisa betteralternativetocross ­sellingduringthesalesprocessitselfasitkeepsthecheckoutprocesssimple andsmoothsothecustomersremainfocused.Iftheonlinecheckoutprocessiscomplicatedand confusing,thereisahigherchancethattheshopperwillabandonthecart .    KEYSTRATEGY:8   TRIGGEREDEMAILS  Areyoucontemplatingtakingonbehavioraltargetingandoptimizingcustomertouchpointst hrough triggeredemailmessaging?Whilebuildingmessagingprogramsandtriggeringthesefrom incongruent businesseventsisprettybaselineforecommercesites,thesheermagnitudeofbuildingtheseprograms canbearduoustomany.Manyemailteamsstruggletoachievereportingoncampaignwork;nowadda layerofmessagingthatiscustomizedtoa1:1interaction,potentiallycustomizedwithvariablecontent, andyouhavethemakingofaverydifficultprogramtoreportan dmanageovertime. Ifirmlybelievethisiswhymostcompanieshaven'tevolvedpasttextmessagingforopt  ­inmessaging, confirmationmessagesandremindernotices. Hereisaviewoftriggeredmessagingandhowtheyshouldbecategorized: TheFunctionalTrigger:Allsite,membershipandnoticesareconsideredfunctionaltriggers. Thereisa finitefunctionalreasontocommunication itmaybeadoubleopt ­innotice,apasswordnotification, profileupdates,orsitesideupdates.Thiscouldbeacreditcardexpirenotice,shippingnotice,or customerserviceresponse anythingthatisdrivenfromasystembasedonauser'sinteractionwithone ormoresystems.Inmanycasesthiscouldbeawelcomemessagefornewcustomersoraseriesof messages,whichofferfunctionalvaluetotheconsumerintheform,orinformationandeducationina functionalmanner. TheMembershipTrigger:Thisisprobablyabadtermasitcanmeansomanythingstopeople,butI defineamembershiptriggerasaneventmessagedesignedtofacilitateanewmembership,old membershipand/orrenewal.Typicallythisisdrivenfromtimedbusinesseventstiedtoamembership status.Thiscouldbeyourmonthlystatementdelivery,orspecialprogramsbasedontheloyaltyfactor, likelengthofcustomerstatusorvalue. SpecializedTrigger:Thisisawildcard,butIthrowthesetriggersintothiscategoryastheyarequite specializedtotheindividual.Amessageistriggeredbasedonakeydateorprofilecharacteristicsofthe customer.Thiscouldtaketheformofabirthdayreminder,anniversaryreminder,weddingreminder, noticesofother'sbirthdays.Thishasreallytakenoffinthesocialnetworkingspacewithsomany managingmuchoftheirsocialprofilesonline.Thetrig geristhisprofileeventandstatus. TransactionalTrigger:Exactlyasitsounds.Thereisatransactionaleventandcantaketheformofa shoppingcartabandonmentnotice,orsimplyremindernoticesofpurchaseditems. Thiscanoften               www.vidiemi.com  10 2008EmailMarketingStrategies  resemblethefunctionaltriggers,butthedesignistofacilitateacommerceevent,notsimplytonotifyof such. SalesCycleTrigger:Weseethisinthelead ­generationfieldallthetime.Icallthisleadincubation.These aretriggeredmessageskeyedoffofproductinterestandaninteractionwithasalessystem(callcenter, Weborsalesconsultant).Itcantaketheformoffollow ­upmessages,productnotifications,or informationrequests.Whatmakesthissovitalisthetimingandtyingthemessagingrelevanc etotherest ofthesalesprocessandcustomerneedstate. EventTrigger:Whileeachoftheseareeventtriggers,whatImeanhereisaphysicalevent. Thiscould taketheformofamonthlywebinar,liveseminars,orotherpublicevents. Tosystemizethismeansyou areincontrolofyourmarketingprogramsandaheadofthecurve. Mostareadhoccommunications,but afewandproudhaveinstitutionalizedthistoasmoothprocessofpre  ­event,reminder,eventfacilitation, eventfollow ­upandthentriggersintoane ­salescycle.  BehavioralTrigger:Theperfectworldofmatchingbehaviors,purchase,actionandprofilebasedevents andtyingcustomizedcommunicationstotheseevents.Ittakesaboldmarketertotakethison,sincethe sheermagnitudeofmanagingthisandthechangingvariables,on ­the ­flypromotionsandchanging dynamicsofyourbusinesscanmakethisafull ­timejobandhardertounderstandthereturnonthe effort. Makingdecisionsonwhattocustomize,whattodoinsteponeandhow oftentorefreshcontent, businessrulesandreportingarethekeystomakingthiswork. Triggeredmessagingandreportingshould bereviewedindetailmonthlyandquarterly.Templatesshouldbesetuptosupportrapidon  ­the ­fly changes,andtheAPIsyouuseshouldn'tbesocustomizedthatyoucan'treview,monitorandchange theseregularly.Soifyoudecidetotakethison,besuretowriteyourownprogrambusinessrulesfor howyou'llmanagethisandwhathypothesisyouhopetodriveasaresult.  Whiletherearemanyotherrelativereasonstotriggeramessage,ifyoucanfindabaselinetoimplement afewofthese,you'llfindithasincrementalvaluetotherestofyouremailprograms. Testitandsee whattheliftistoyouremailmarketingprogramafteraddingthistoyourtoolkit.Customersdo appreciategoodmessaging,creativethoughtandtimingthatisappropriate.  KEYSTRATEGY:9   INTEGRATION  ­ ANALYTICSANDEMAIL TOOLS   d.Seamlessintegrationbetweenyour webanalyticsandemailtoolsenhancesyourabilitytomeasuretheeffectivenessofspecificcampaigns andcontinuallyincreaserelevancy.VidiEmisuppliesreportingmetricsonimpressions,bouncerates, openrates,andclickthroughandalsoprovidesanadditionallayerofreportingforclickstreamdatatohelp captureandanalyzeyourmostprofitableclients. Weknowtheonlinemarketingworldrevolvesaround data. Ifyouwanttounderstandmorespecificallyhowyourmailingsareperforming, youmustlookbeyond opensandclicks.Fortunately,afewsophisticatedemailmarketingplatformsnowofferreportingand analyticsthatletmarketerseasilyconsolidatemassivevolumesofrawdataintorelevant,simpleand actionableinformation.Analyzingtheresultsofyouremailcampaignscanhelpyoulearntheanswerto questionsthatcanboostresults.               www.vidiemi.com  11 2008EmailMarketingStrategies     Forexample: Howdotheopen,clickandconversionratesoffrequentpurchaser scomparetothoseof occasionalpurchasers? Aretheregeographicdifferencesinresults? forwardanemailorclickonaspecificlink?  Emailmarketingdatabasesmorphintohighlyefficient,integrateddatawarehouses,theyareincreasingly abletoquicklyanalyzeliterallymillionsofresponsesonvirtuallyanydimension,andproducean unprecedentedlevelofinsightanddetailformarketers.Byanalyzingresponses,youcandramatically improvetargetinganddeliverhighlyrelevantemailthatgeneratesmuchhigherresponseratesand returns. Seamlessintegrationenablesyoutoflaglinksinemailmessagesand,whenarecipientrespondsandtakes anykindofactiononthesite,tolinkthatactiontotheemailcampaignforanalysis.  Unfortunately,formanyecommercebrands,integrationisacumbersomeeffortthatrequiresthat marketersfirstidentifyemaillinksindividuallyandthenuploadormanuallyentertrack ingcodesintoan analyticstoolforanalysis. Advancedsolutionsautomaticallyensuretwo  ­waysharingofinformation:Whenanewemailaddressis yousegmentcustomerdatainyouranalyticstool,itcanbefedautomaticallyintotheemailsystem.This capabilitynotonlyreducesprocessoverheadformarketers,butalsoeliminateslosttrackingandtargeting opportunitiesresultingfromdataentryerrorsandprocessfailure.                  www.vidiemi.com  ...
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