Do Facebook Ads, Sponsored Stories, and Promoted Posts Really get Results?

You got the Facebook "Like" – Now what?

Did you know that when you publish a Facebook post, only 10 – 16% of your fans will see it? That means that if you have 500 fans, fewer than 1/5 of them are seeing a given post.

So what’s a brand to do?

Maximize the results of your next email campaign

You don’t have to wing your email campaigns on your own, hire and train a staff of deployment specialists, or stay on top of ever-changing industry standards!

Imagine:

  • Having your campaigns executed by an industry leader with 18 years of experience
  • Being confident that no detail has been overlooked
  • Knowing your campaigns are going off without a hitch
  • Getting the maximum results from your efforts

The importance of measuring ROI (and how to improve your campaign results!)

How do you determine whether or not an email campaign was successful? Are you spending a lot of time, effort and budget on your email marketing efforts, only to see minimal return on your investment? What parameters are you using to measure your campaign results?

If you’re unsure of the answer to any or all of these questions, it could be time to make ROI a higher priority in your overall email marketing strategy.

How to Identify Your Most Profitable Customers

How to Identify Your Most Profitable Customers

In my previous blog post I discussed the importance of identifying and interacting with your best and most profitable customers. As I mentioned in the previous post—these are not necessarily the customers who spend the most money. The most valuable customers can provide you with ways to build business profits by advocating on your behalf (i.e., referring friends, family and colleagues) and generating more customers.

When it comes to identifying your most profitable customers, Pareto’s Principle (also known as the 80–20 Rule) applies. It’s referred to as the law of the vital few and suggests that 80% of your profits come from 20% of your customer base. The customers who make up the 20% pay a fair price, pay on time, are loyal, and recognize the value you bring. They’re your reasonable customers who aren’t expensive to serve. When you satisfy this small segment, they proactively refer others and you reap the benefits. Thus, you’ll want to focus on the highest value customers who fit in the smaller group. These are the most important customers—they’re high-volume repeat buyers that are receptive to new products and services, and are most likely to advocate on your behalf.

Differentiate customers, not just products

Differentiate customers, not just products

The managing of customers in your database is of equal if not greater importance than the management of the products and services you generate. Careful monitoring and review of the relationship fostered between you and your customers plays a critical role in retaining their business. Consider how wants and needs might differ among them, and how those differences might influence their purchasing patterns and behaviors. Over time, it becomes apparent that some customers are more valuable than others and purchase more often and make larger purchases (and by that same logic, it may be revealed that other customers may not be worth quite as much as the attention they have been receiving thus far). So it’s important for companies to understand the needs of customers within different profitability tiers and adjust their service levels accordingly.

Behavioral Marketing: Subscribers Demand More Personalized Content

Differentiate customers, not just products

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

Differentiate customers, not just products

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.

Moving Beyond Segmentation

5 Ways to Segment Your Email List

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.

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.

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