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5 Tips to Improve Email Marketing With Real-Time Web Personalization

January 17, 2014 By Arthur Sweetser
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Email marketing and real-time personalization can go together like peas and carrots. By delivering the right content to the right users, at the most relevant time and place, with in-context Web messaging in addition to your current email marketing campaigns, you can ensure that your audience receives your messages, and you will drive engagement and create an overall better online experience. Improve your email marketing initiatives with real-time Web personalization using these five tips:

1. Grow Your Email List

Use real-time dynamic content to strategically place email capture messages based on where your website visitor clicks. You can deliver a variety of different messages based on various data rules, including referring site, search terms, geographic location, visit and visit frequency, page activity and more. By acquiring your visitors' permissible email addresses, you can effectively remarket to them in the future, helping to increase engagement and drive conversions.

As an example, Gardener's Supply Company saw a three-fold increase in conversions when it launched a targeted popup tailored specifically for visitors from its Pinterest page. Additionally, the popup was used to gather permissible email addresses so Gardener's Supply could effectively remarket to Pinterest shoppers in the future.

In another example, marketers can use an email capture popup targeted at visitors who view the company's resource page but are about to leave without downloading anything. Depending on what resource the visitor was interested in and clicked on, a dynamic message can appear before the visitor leaves the page. The message can suggest additional relevant pieces of content based on the person's interests and, because the popup captures the visitor's email address, marketers can send the relevant content to the prospect.

2. Say Goodbye to Anonymous Visitors
Behavioral data can now be tracked at every stage of the customer lifecycle, including anonymous visitor tracking. By learning first-time visitors' behaviors, you can tailor and deliver relevant content to engage them while they are live on your website. This will make them want more information about your company or product. Once they fill out the email subscriber forms or demo request forms, they are no longer anonymous. With this valuable information, you can create targeted email campaigns that drive results.

3. Personalize From Email to Website
You spend the time and effort creating dynamic and personalized content for your email campaigns, but are you doing the same for your website? What appears on your website when that email recipient clicks? Is it the same old static message? Based on your email list data, you can create an even more personalized experience by welcoming the email recipient with dynamic content targeted specifically to your email openers. You can easily reinforce your email messaging and place it visibly on your homepage or landing page. 

 

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