Two big obstacles to marketing success are lack of relevance in communications and disjointed customer experiences caused by disconnected processes, data silos and static, untested content. To combat these problems, on-demand marketing solutions and e-mail service provider Responsys offers three tips in its white paper, Tear Down the Walls Between Email and Your Website.
1. Use Web behavior data to drive e-mail campaigns. After tracking and measuring Web data, connect that behavioral information with your e-mail marketing efforts, the white paper suggests. For instance, target visitors who have abandoned shopping carts by launching a follow-up e-mail campaign because they are likely the most ready customers to purchase.
Also, the white paper says to launch browse behavior e-mail campaigns. For example, send browsers who spent time checking out golf clothes and accessories golf-specific promotion. Browse behavior campaigns often result in conversion rates that are 200 percent higher than baseline e-mail campaigns, according to the whitepaper.
2. Insert dynamic recommendations in e-mail marketing messages. While product recommendations are common on Web sites, they seem to be forgotten in e-mail communications. With companies like Omniture and richrelevance making this possible scientifically and automatically, consider adding product recommendations to your e-mail messages.
This can drive conversions, upsells, cross-sells, etc.
3. Test and optimize e-mail and site content together. Instead of looking at e-mail and Web site results separately, analyze them side by side, and tie both touchpoints together, the white paper advises. Optimize your e-mails and landing pages together as a campaign, not as separate channels. This should improve your customer experience and conversion rates, and help integrate the two channels organizationally for a more consistent and relevant message across the board.