Email Mixology: Balancing Demand Gen and Demand Response
Sponsored by: Act-On Software
Speakers: Dela Quist, CEO, Alchemy Worx
Email marketing is known as one of the most effective channels out there for demand response marketing. From chasing up abandoned carts, responding to activity in other channels and targeting offers based on subscriber profile data, email is the perfect 1-2-1 channel that reaches almost the entire online population, is low-cost and highly measureable. But what about email subscribers who haven't been active enough to drive any targeted marketing efforts? For the average consumer brand, this can be over half of the overall email database in a six-month period.
In this webinar, Dela Quist will explain why email marketers need to plan their strategy around both demand response emails and demand generation emails, including:
- How marketers should seek to exploit opportunities at the top of the funnel, instead of spending all their time and effort on demand-response email campaigns.
- Why demand generation emails have a positive brand impact on the large portion of subscribers who have yet to interact.
- Real-world examples of how these two types of campaigns cross-pollinate each other and open more opportunities to send compelling offers, leading to more engaged, more valuable customers.