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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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PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

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<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

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