Introduction:
Improve Subscriber Engagement
1. Engagement:
Raise the Email Marketing Bar
2. Content is Key:
Make It Matter
3. Customers Expect More:
Motivate Them
4. Right Frequency:
Automate Your Strategy
5. Social Media:
Drive the Conversation
6. Influence Matters:
Target the Powerful
7. Marketing Is Mobile:
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The process of promoting your
website or company through
various social media platforms
like Facebook and Twitter
is a fairly new concept,
yet it is becoming a powerful
communication channel and
marketing platform.
Effective social media marketing
works by attracting fans and
then using creative, thoughtful
and relevant email and online
content that engages them on a
regular basis.
Using Social Media
Introduction:
Improve Subscriber Engagement
Email marketing has been through a transition over the last five years,
adapting to the arrival of social media and maturing to be a key channel
for marketers. While many more organizations are embracing social media
marketing, email still remains one of the most effective tools for ecommerce
and subscriber engagement. However, in today’s increasingly growing
networked economy, improving customer relationships requires that you
interact with them via multiple customer-facing channels.
Previously, when the industry spoke of subscriber engagement, we were
referring to an “engaged subscriber” as one who opened, clicked or otherwise
interacted with an email. This was a well-established engagement metric
for email marketing. Today it’s a little more complex, in that subscribers
to your email program are not likely to be engaged with your business via
a single channel. It’s possible that segments of your subscribers are also
members of your brand’s social community: they may have “liked” your
brand on Facebook and could be following you on Twitter. To measure true
engagement at the subscriber level, you must aggregate data from multiple
sources.
Challenged by constrained resources, marketing departments are being
asked to do more with less, and to prove their value by how effectively they
can generate actionable results for their company’s bottom line. Developing
and maintaining long-term customer relationships will be the lifeline of your
business; and, due to the ever expanding access to information, fragmented
media landscape, and power shift from brand to customer, customer
expectations are driving multichannel integration.
Today, customers are being more cautious and selective with their spending
dollars and they are significantly less loyal to any one brand or company.
Customers have expectations that you will treat them uniquely and engage
with them in ways that give them more control over the dialogue. When it
comes to their online marketing strategies, companies must increasingly rely
on interactive marketing solutions to deliver the right message to the right
person at the right time.
Email newsletters
Customer surveys
Promotional blasts
Community development
Information/education
Business networking
SMS text messages
Mobile apps
QR codes
White papers/cases
Landing pages
Blogs/microblogs
Email newsletters
Customer surveys
Promotional blasts
Community development
Information/education
Business networking
SMS text messages
Mobile apps
QR codes
White papers/cases
Landing pages
Blogs/microblogs
MAxIMIzE MUlTIplE OnlInE
ChAnnElS And TOUCh pOInTS
As customer communication evolves beyond email to include blogs,
microblogs, social, SMS and mobile, you must integrate email with multiple
customer-facing channels to increase engagement levels. Simply put, a
single channel approach to customer engagement is not as effective as
multichannel engagement. Meeting customer and subscriber expectations
will be the key to maintaining long-term customer relationships and loyalty.
This white paper discusses seven trends for helping maximize email
marketing success.
Observe your
audiences’ online
activity so you can
segment and serve
them appropriately.
A sporting goods store
could segment its customer
database by groups of like-
minded customers and send
email promotions based on
categories such as Apparel,
Equipment and Accessories.
They could further segment
the Equipment category
into smaller groups like:
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