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E-commerce Link: E-mail on Steroids

Make your efforts relevant and powerful with triggered messaging and dynamic personalization

October 2007 By Regina Brady
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Do you monitor your competitors’ e-mail programs? If so, you may note some appear to be addicted to frequency and often send several messages a week. Under most circumstances, this is a misguided attempt to keep in front of their e-mail list. Relevance always trumps frequency.

Quantity does not equal quality. Successful marketers don’t push their messages. Instead, they strive to understand their subscribers’ needs, preferences and behavior—and they approach e-mail as a vehicle that allows them to tune into the interests of their e-mail recipients.

To customize and deepen your e-mail relationship with your subscribers, you’ll want to take advantage of two sophisticated e-mail techniques that should be a part of your marketing arsenal: triggered messaging and dynamic personalization. These two capabilities allow you to communicate with your e-mail subscribers based on the information they volunteered during sign-up, what you know about how they interact with your e-mails and what your Web analytics tell you about what they do on your site.



Right-time Marketing

Triggered messaging and dynamic personalization give you the ability to serve the right message to the right person at the right time. The beauty of these techniques is that they’re automated. You create the “rules” for which e-mails or content will be delivered based on certain customer actions or information. You create the specific messages or content clips and load them into your e-mail deployment system. Then the appropriate e-mail or content is sent automatically. Your customer receives a timely communication, and the speed of your responsiveness can drive instant customer response.

Think of dynamic personalization and triggered messaging as two powerful marketing tools that can react to each person on your e-mail list in real time. You can take advantage of them to nurture the relationship and actively persuade prospects to become customers.



Dynamic Personalization

With dynamic personalization, messages are customized to a customer’s specific needs and interests by automatically inserting appropriate content in real time into an e-mail message. This sophisticated technology allows marketers to deliver hundreds or thousands of offer or segment combinations where the messages can be managed and assembled “on the fly.”

Typically, this technique is employed as part of a marketer’s regular messaging program. A portion of the message may be customized by including a particular item of interest to a segment of the list or a special announcement for certain groups of customers.
 

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Hitting the Email Inbox: Protect your sender rep, clean up your e-list and improve design to add dollars to your email marketing ROI Hitting the Email Inbox covers all the bases of email deliverability, including everything from the very basics, to reputation management, as well as coding and design, and...

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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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