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.

Hotelier Email Marketing Challenges & Solutions [Post 2 of 5]

Email marketing is an excellent tool for hoteliers to stay in touch with their guests and prospects. Travel related email campaigns retain a loyal audience and create direct revenue opportunities with past, present, and future customers. In this five part blog series we will address common challenges hoteliers face and explore how email marketing is the most effective solution to meet these challenges.

Today’s blog post highlights how automated email marketing is effective at improving customer retention. Whether you are new to email marketing or looking to refine your email campaigns, learn how you can use email to drive action and increase profits.

Hotelier Email Marketing Challenges & Solutions [Post 1 of 5]

Email marketing is an excellent tool for hoteliers to stay in touch with their guests and prospects. Travel related email campaigns retain a loyal audience and create direct revenue opportunities with past, present, and future customers. In this five part blog series we will address common marketing challenges hoteliers face and explore how email is still the most effective solution to meet these challenges.

Today’s blog post highlights how email marketing can help hoteliers improve hotel sales through higher room bookings. Whether you are new to email marketing or are looking to refine your email campaigns, learn how you can use email to drive action and increase profits.

4 Critical Phases of Email Marketing Automation

A properly implemented email marketing campaign works much like a well-oiled machine. It’s effective, only requires a moderate amount of maintenance and supervision and produces results with little actual effort from its operators beyond its initial setup. And what’s more, it’s not this long, drawn out, manual experience each and every time you want to send out an individual mailing. You just set things up and it just hits the ground running, pretty much on its own.

What? That’s not been your experience? You’re doing what? Oh! Perhaps you haven’t been getting the most out of your email marketing machine. Perhaps you haven’t been apprised of the benefits of automation.

With automated campaign management tools, you can improve the timeliness of your email communications with customers without a thought, coordinate multiple engagement efforts simultaneously and, coupled with personalization, segmentation and relevant content, reach out more effectively to your audience with ease as your platform simply does it for you. Rather than go through the tedious, time-consuming and mentally taxing tasks involved in doing every single step in the mailing process yourself, use the tools available to you as an email marketer. You can then concentrate on what’s most important to your communications instead: your message.

Check out our infographic on the 4 Critical Phases of Email Marketing Automation to learn more!

Is Your Email Campaign Missing the Mark?

Don’t Mistarget Your Marketing Efforts

Honing in on your target audience will help you sharpen your message.

A well-planned marketing campaign should take place before you hit the send button. To achieve success, targeted email marketing campaigns take time and patience. Many marketers make the mistake of batching-and-blasting to their entire email list. Rather than using a “one size fits all” approach, focus your marketing efforts and hone in on your target audience. Honing in on your target audience will help you sharpen your message.

Rethink your current marketing strategy by asking yourself a few simple questions:

  • Is the content relevant to my subscribers?
  • Does the email look good?
  • Does it reflect a positive image of my brand?
  • Am I getting the right message to the right subscriber at the right time?
  • Would I respond to the message if I got it?

Drive Engagement: Automate Your Lead Nurture Strategy

When creating your lead nurturing campaign it’s important that you carefully plan the flow of your emails to ensure that your overall campaign guides your leads through the funnel. Implement automatically triggered campaigns (a series of automated emails called a “drip” campaign) that deliver consistent brand messages at specified time intervals and when leads reach certain milestones. In a long sales cycle, messages need to be more informative and not a sales pitch. Offer them something of value (webinars, eBooks, white papers, articles, free reports, blog posts, etc.).

Here are five essential elements of an effective lead nurturing campaign:

Meet Your Consumers: Browsing Bob, Maybe Mike, and No-way Ned

Meet Your Consumers: Browsing Bob, Maybe Mike, and No-way NedThere are three types of consumers: those who want to buy your product, those who might want to buy your product, and those who definitely don’t want to buy your product. For simplicity’s sake, let’s refer to these types of consumers as Browsing Bob, Maybe Mike, and No-way Ned, respectively. These consumers often times end up on your email marketing list. To keep your email marketing relevant to your subscribers you should know what type of consumers are receiving your emails.

Browsing Bob is “in the market,” as they say, actively searching for something specific to buy. Maybe Mike, while he might not be seeking you out, will be responsive if he sees a relevant advertisement that catches his eye. No-way Ned, even if he does see an advertisement, has no interest in whatever you’re selling.

Heat Up Your B2B Email Campaigns This Summer

Heat Up Your B2B Email Campaigns This Summer

I am sure, like me, your summer officially begins right about the time your burger (or grilled entree of choice) hits the grill on Memorial Day weekend. This means more time out of the office for you and well most of your consumers if you are a B2B marketer. With more people out of the office and less people to see your email campaigns when they hit your subscriber’s inboxes, here are some things you can do this summer to heat up your email marketing.

Make It Easy to Read on the Beach
Since people will be reading their emails while on the go or away from the office, they are more likely to be viewing their emails from a mobile device. Test your emails for readability on mobile screens before sending them.

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