Clickstream and interest tracking enable you to gain valuable insights into what visitors to your site are doing, and as a result, how effective your email campaigns really are. By applying this knowledge, you can craft more powerful campaigns – and see significant improvement in your results.
Is achieving your email marketing goals becoming more and more challenging? It might be time to take a look at whether your current ESP is still meeting your needs.
Are you experiencing any of the following issues?
You have a wealth of tools to choose from when developing an online marketing strategy, and there’s no doubt that certain tactics are more effective than others depending on the channel. However, there aren’t many content marketing formats that are successful across multiple channels and numerous campaigns. Email marketing is the exception to that principle, as it’s one of the best tools you can count on for purposes of ROI. Here’s why email is so useful and some tips on what you can do to harness that power.
Your Sender Score, a ReturnPath metric to gauge your reputation as an email sender, is pretty important. It determines whether or not the door to recipient inboxes is open to your email communications and whether or not you’re even a welcome visitor. Heck, it determines whether or not you can even knock on that door as email marketers with poor Sender Scores are often not permitted anywhere near the premises! They either have their emails shunted to a spam folder automatically or recipient ISPs outright refuse the delivery of their messages entirely. Your Sender Score is pretty serious business.
If you want to know how to increase your business, just ask your customers. Why waste time guessing? Just ask. In particular, inquire about what it is your customers expect from you, what features of your product or service they most enjoy, what they think about your customer service, and what exactly you could be improving. Put simply, you possess the ability to track customer satisfaction and dissatisfaction directly by surveying your customers. Plus, the fact that you, as a business, are expressing a desire to hear them out in order to improve their experience with you will always sit favorably with customers.
As you lay down the foundation of your 2015 marketing outreach strategy, you’ll need to stay ahead of the curve by connecting with your audience through your online marketing efforts. In 2015, it’s going to be all about micro-targeting, paid media, targeted content, responsive design, and marketing automation. Over the last few years we’ve observed that marketers have been focused on better targeting strategies—one-to-one communications—for engaging customers and prospects, rather than one-to-many.
Despite the rise of social networking, email is still among the most popular methods that political campaign consultants use to build and rally support. Although social media is a great way to push out content, you can use email to drive membership, foster advocacy, raise awareness and brand visibility.
Evergreen content, defined as perpetually relevant, is always fresh, always worth reading and always worth sharing. This blog post, originally published in March of 2011, is just as relevant now as it was then. Newsletters speak directly to the need for you to
nurture your customers so they keep your company top of mind. Planning newsletters so they educate your customers will keep them coming back so that when they are ready to make that next purchase, you will be the de facto vendor.
Customer data is one of a company’s greatest assets. Yet, this data is often underutilized. Learning about your customers and using that behavioral and transactional data to create more relevant and meaningful customer communications is the key to building and maintaining strong customer relationships.
Email marketing lends itself to tracking so marketers can gain a real-time sense of how well a campaign is performing, and pinpoint problems or areas that need improvement. The challenge a lot of marketers face is how to make sense of all the data and use it effectively. Organizing the data you accumulate from your email campaigns—and making sense if it all—can be daunting. However, developing a better understanding of customer behaviors, attitudes, and preferences enables more effective and relevant messaging.
Email intelligence tactics can help you take your marketing to the next level. For example:
• Identify and segment newly married from empty nesters (these consumers are at distinct phases in their lives)
• Segment by geography (don’t advertise Red Sox baseball caps to New York residents)
• Profile the characteristics of your most profitable customers (buys frequently, high-volume)
• Focus your sales efforts on the leads that meet qualifying criteria (demographics, firmographics)
Forbes.com confirms what we at Net Atlantic already know, email is, was, and will continue to be the core driver of customer engagement. Simms Jenkins, CEO of BrightWave Marketing and author of The New Inbox: Why Email Marketing Is the Digital Marketing Hub in a Social and Mobile World acknowledges that social media is a valuable tool, but it’s not the most effective way to drive sales. “If you have just one bullet left in your gun to sell something, then email should always be that bullet.”
Today’s consumers, in both the B2B and B2C markets, are entrenched in a multifaceted online universe. Information is coming to them from many sources-websites, social, mobile, texts and tweets, press releases, blogs and online ads. The trick is to drive your customers to your content. The information is static until you give them a reason and a mechanism to explore your piece of the universe. What’s the trick? Why, it’s email, of course! Email plays a key role in driving traffic to all other channels.