Don’t Mistarget Your Marketing Efforts

Don’t Mistarget Your Marketing Efforts

To be successful, marketers need to send the right message to the right customer at the right time. According to a 2011 study by Blue Research, if you personalize the experience between you and your subscribers, they are 50 percent more likely to return to your site, and 40 percent more likely to recommend you to others.

Tap into rich subscriber data to deliver unique customer experience.

Tapping your subscriber data is a key component of an effective email marketing program. Subscriber data can come from a variety of sources—observed web behavior, purchase data, stated preferences, CRM notes, social, email, surveys and more. Analyze this information and use insights gleaned (e.g., sentiment, demographics, individual influence, behavior) to create engaging customer experiences that build stronger, more intimate relationships and foster long-term loyalty.

Using business intelligence, marketers can segment their lists and tailor the offers that they send to customers. Too often, this valuable data goes untapped. If campaigns are properly deployed using this data, higher open rates, greater customer response and increased revenues will likely follow.

To keep up with the changing needs and wants of each subscriber on your list, define business rules that dictate how a population of subscribers can be automatically segmented. As a subscriber meets the criteria of that query, they get added to the segment. When they no longer meet the criteria, they get removed. As opposed to a static segment, subscribers are added to or removed from segments based on unique information tied to their profile. Therefore, messaging tied to these dynamic lists is much more relevant, speaking to subscribers’ interests or behavior on a more personal level.

While this is a more time consuming task, adoption of these messaging techniques will help marketers make their social and email programs more timely and relevant because you can execute on actionable subscriber insight and provide them with context-based special offers in real-time.

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