Optimize Email Conversions

November 24, 2010 by Tim
Filed under: Email Lists

Your customers’ needs are changing!

Your email marketing needs to change along with them. Personalization develops a two-way engagement with customers.

Customers expect relevance

In the emails they receive from companies; they want offers and content that appeal to their interests and preferences.

They like to be recognized by name, catered to— when this happens, they are more likely to buy.

Personalization and relevance is the pot of gold of email marketing, and today’s dynamic social media environment is only raising the stakes for email marketers to cultivate customer-centric conversations.

Direct marketers are finding it hard to introduce relevance and personalization into email communications and other touchpoints, such as web sites, online advertising, call centers, and social.media pages. A variety of factors makes it difficult for many email marketing organizations to respond to the personalization important:

Lack of comprehensive customer data and email analytics for evaluation.

Not all email marketing programs are driven by analytic databases that track customer activity across multiple online and offline channels, a requirement for optimal personalization and to most effectively retarget browsers and abandoners.

No Money and overworked. Email marketing groups are frequently run by small, overworked teams, and also tasked with new campaigns if an organization offloads costly paid search or display advertising campaigns to less expensive email.

Tricks at the expense of strategy. Email marketers are often consumed by tactical day-to-day complexities and managing email service provider

(ESP) relationships; a lack of management support and an integrated online marketing platform make it difficult to elevate email marketing to a more

strategic level.

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Limited integration with complementary programs. between email marketing software and solutions for product recommendations, real-time web site tracking, and customer data management costs opportunities to target customers with relevant

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