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Relevancy April08

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The document discusses the importance of relevance in email marketing. It states that email marketers need to identify trends, such as the increasing volume of emails people receive, and adjust their strategies to stand out. Relevance is key and is defined as sending the right content to the right recipient at the right time. The document provides tips for making email programs more relevant through list segmentation, understanding recipient data, and delivering customized content tailored to individual recipients.

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Relevancy and the Battle for Inbox Attention A Strategic Approach For Future Success Audio Dial in : 1-866-206-0240, then 789736#
Battle for Inbox Attention Email marketing is highly competitive; a victim of its own success high user adoption inexpensive targeted trackable/measurable ROI
Battle for Inbox Attention Email marketers will continue sending more email, intensifying the battle for the attention of your recipients. Successful marketers will: identify these trends early and adjust adopt relevancy strategies and program to break through the clutter.
Battle for Inbox Attention Relevancy = Right Content + Right Recipient + Right Time Highly Irrelevant Highly Relevant Timing: Anytime Content: Promo for blouses Timing: During work hours Content: Monthly newsletter Timing: After work Content: Promo for flannel shirts Higher Open and Click-Through Rates
Relevancy Two primary tasks for execution Understanding recipients / list segmentation Providing targeted content Making your email program relevant is a strategic undertaking that will require time and resources
List Segmentation Ability to create unique lists based on one or more customer profile data points. e.g. All doctors from California e.g. Anyone who has purchased a flannel shirt in the past 30 days.
Overview of Data Types Recipient Profile Interaction with Email (opens, clicks, unsubscribe) Expressed Preferences (survey, subscription page) Demographic Information (age, gender, income) Purchase History (products and services)
Enhanced Subscription Page Provide link: from website, AND from emails
List Segmentation/Data Integration Key challenges of data integration What you have vs. what you need Centralizing the data in one location Ideal to use a management database system as the central repository for data Push targeted email lists from management system to MagnetMail Move key tracking data from MagnetMail to management database Integrations: Avectras netFORUM, iMIS, Salesforce, full API
Delivering Custom Content Two dimensions to delivering customized content What recipients see in their inbox What recipients see in the email message Three opportunities to compel recipients to open your message all MUST be relevant From field (branding opportunity for recurring messages such as newsletters) Subject line Preview pane content
Thank you for participating in todays Web Seminar For questions or comments, please email [email_address] or call 301-652-4025

More Related Content

Relevancy April08

  • 1. Relevancy and the Battle for Inbox Attention A Strategic Approach For Future Success Audio Dial in : 1-866-206-0240, then 789736#
  • 2. Battle for Inbox Attention Email marketing is highly competitive; a victim of its own success high user adoption inexpensive targeted trackable/measurable ROI
  • 3. Battle for Inbox Attention Email marketers will continue sending more email, intensifying the battle for the attention of your recipients. Successful marketers will: identify these trends early and adjust adopt relevancy strategies and program to break through the clutter.
  • 4. Battle for Inbox Attention Relevancy = Right Content + Right Recipient + Right Time Highly Irrelevant Highly Relevant Timing: Anytime Content: Promo for blouses Timing: During work hours Content: Monthly newsletter Timing: After work Content: Promo for flannel shirts Higher Open and Click-Through Rates
  • 5. Relevancy Two primary tasks for execution Understanding recipients / list segmentation Providing targeted content Making your email program relevant is a strategic undertaking that will require time and resources
  • 6. List Segmentation Ability to create unique lists based on one or more customer profile data points. e.g. All doctors from California e.g. Anyone who has purchased a flannel shirt in the past 30 days.
  • 7. Overview of Data Types Recipient Profile Interaction with Email (opens, clicks, unsubscribe) Expressed Preferences (survey, subscription page) Demographic Information (age, gender, income) Purchase History (products and services)
  • 8. Enhanced Subscription Page Provide link: from website, AND from emails
  • 9. List Segmentation/Data Integration Key challenges of data integration What you have vs. what you need Centralizing the data in one location Ideal to use a management database system as the central repository for data Push targeted email lists from management system to MagnetMail Move key tracking data from MagnetMail to management database Integrations: Avectras netFORUM, iMIS, Salesforce, full API
  • 10. Delivering Custom Content Two dimensions to delivering customized content What recipients see in their inbox What recipients see in the email message Three opportunities to compel recipients to open your message all MUST be relevant From field (branding opportunity for recurring messages such as newsletters) Subject line Preview pane content
  • 11. Thank you for participating in todays Web Seminar For questions or comments, please email [email_address] or call 301-652-4025