Real-Time Marketing Isn't Just for Social Anymore
Better yet, marketers can combine segmented lists with real-time capabilities to reach and resonate with Patriots fans in Chicago or Yankees versus Mets fans in New York.
3. Send subscribers what they want. Segmenting subscribers is the key to succeeding in email marketing during live events. For example, no Patriot fan will appreciate a congratulatory email to the Bears for winning the Super Bowl. Furthermore, people who aren't interested in the Super Bowl want to receive those kinds of emails. Knowing your subscribers and only sending messages that they want to receive is a fundamental rule in email marketing that translates well into real-time events.
Tailored emails are opened 2.5 times more frequently than general campaigns, and they receive twice as many clicks. Consumers receive an abundance of brand messages in their inboxes every day. Successful email marketers find a way to cut through the clutter and speak to individual consumer's interests and needs. A great example of this in real time would be GrubHub emailing its subscribers a reduced delivery charge offer during a snowstorm when no one wants to go outside for food.
Here's the bottom line: email marketers already have access to the tools, tricks and information they need to do real-time marketing well. They just need a different approach.
Jason Warnock is vice president, intelligence products at Yesmail Interactive, an email marketing solutions provider.
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