Strategy – Page 4 – Email Marketing Blog

Content Marketing: It’s Essential in Today’s Content-Driven World

Posted by Marianne Celluccion March 21, 2013April 16, 2014in Email Engagement

Today’s content-driven online marketing world makes it essential for organizations (be it commercial or political) to become publishers if you want to compete for the attention of your audience, whether they are customers, prospects or constituents.

If you want to be part of an online conversation and achieve one or more of the following objectives, you must become a publisher:

Build thought leadership in your industry
Publish trends and topics that engage your audience
Drive more quality traffic to your site
Attract more leads and acquire new customers
Strengthen the relationship with your readers
Rank higher in search results
Produce revenue by charging for advertisements

Join us at the Email Evolution Conference 2013

Posted by Marianne Celluccion January 30, 2013April 16, 2014in Company News

The sixth annual Email Evolution Conference (EEC 2013) takes place February 6-8 at the Fontainebleau Hotel in Miami Beach, Florida. While you’re there be sure to stop by and visit with the Net Atlantic team at booth number #302.

This conference offers 30+ educational sessions and brings together more than 300 email marketing professionals, who are collectively shaping the future of marketing. With four power-packed days of practical advice and useful techniques, you’ll learn the best ways to capitalize on the high ROI this low-cost communication tool can provide—both on its own, and integrated with other channels including social, search, mobile, and video—everything attendees need to meet the challenges of the ever-changing and evolving world of email marketing.

Behavioral Marketing: Subscribers Demand More Personalized Content

Posted by Marianne Celluccion January 24, 2013April 8, 2015in Targeted Email Marketing

Targeting tactics should be a key component of your marketing strategy

Behavioral targeting starts with understanding who your target audience is, what they’re interested in and what their needs are. Crafting your email with their needs in mind will help keep them engaged.

Identifying a target market’s pain points and recognizing differences between groups of customers, is at the heart of marketing. What you think is relevant and what a prospect or customer finds relevant may be two different things.

Harness customer data to improve relevancy

Posted by Marianne Celluccion January 10, 2013April 8, 2015in Targeted Email Marketing

Moving into the New Year, marketers will need to make better use of customer data to engage and drive more relevant communications. By gathering insight about customers, marketers can begin to have more meaningful interactions through rich and deep customer intelligence.

Business intelligence data offers immense opportunity to better serve and engage customers. Expanding the customer profile with a combination of transactional and behavioral interaction data collected across multiple channels, empowers marketers to create highly targeted automated messaging. Start by tracking behavioral interactions, such as purchase history, clicks in your emails, and website activity. Use this data to segment your list and create actionable offers that are more integrated, personalized, and relevant across all your marketing activities.

Data Collection Tips to Improve Deliverability

Posted by Marianne Celluccion January 3, 2013April 8, 2015in Email Delivery & Deliverability, Email Marketing Best Practices

The key to an overall data collection strategy is to ensure your data collection methods are sound. The quality of the prospect and
customer data being used to target and personalize your email messaging efforts are only as good as the data used to power them.

There are several actions that your organization should take at the point of data collection to ensure that best practice is achieved in the collection and use of data, including:

Gaining positive consent by using an “Opt-in” checkbox (where the box is unchecked) is preferable to a passive opt-in practice (where the box is pre-checked).
While single opt-in (no confirmation email) remains the most commonly used permission-based mechanism, double opt-in (where a confirmation email is sent to the new subscriber with a link to activate the registration) provides 100% assurance in terms of the validity of the email address and reaffirms that a recipient does want to receive your messaging.

The Power of a Good Subject Line: Monitor Your Own Inbox for Inspiration

Posted by Marianne Celluccion December 13, 2012April 16, 2014in Email Delivery & Deliverability, Email Engagement, Email Marketing Best Practices, Marketing Strategy

The goal of subject lines is to encourage readers to open your email and take action. For this reason the subject line is one of the most important components of successful promotional emails and newsletters.

Consistently coming up with subject lines that are engaging can be tough. But you don’t need a creative mind to build the perfect subject line. You can get inspiration by monitoring your own inbox and assessing newsletters and promotions that others send to you. More than likely you’re marketed to nearly every day. Take notice of the emails you’re personally opening and why. You can save a lot of time by learning from others. No need to reinvent the wheel! Many of the companies sending you marketing emails have already tested their own subject lines and you can learn from their research.

Moving Beyond Segmentation

Posted by Marianne Celluccion November 28, 2012April 8, 2015in Marketing Strategy

Customer intelligence and behavioral profiling for a more focused email marketing campaign

Last week I discussed tapping into rich subscriber data to deliver a unique customer experience. Grouping customers into one catch-all segment no longer works. A highly targeted email marketing strategy means a higher campaign conversion rate.

When it comes to their online marketing strategies, marketers must increasingly rely on technology to deliver more relevant messages to the right person at the right time.

Read More “Moving Beyond Segmentation”

Don’t Mistarget Your Marketing Efforts

Posted by Marianne Celluccion November 20, 2012April 8, 2015in Targeted Email Marketing

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.

4 Critical Phases of Email Marketing Automation

Posted by Net Atlantic Marketingon August 20, 2012April 16, 2014in Infographic

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!

Testing the Waters of Email Marketing

Posted by Net Atlantic Marketingon August 6, 2012April 16, 2014in Email Marketing Best Practices, Marketing Strategy

With any advertising approach that involves a mailing strategy, campaign testing is a vital component in getting the best return results with the resources you have available. Direct mailing has been the foundation of companies’ marketing strategies for generations, and still remains a dependable and reliable source of getting your message sent straight to the mailboxes of your customers. However with the expansion of the ever popular social media methods, DM is often the first thing to be eliminated. Because of this, it is important to adapt and expand your methods and focus on email marketing and the right type of campaign testing to prove that the physical piece alongside online mailing is still bringing in returns.

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