ROI is going to be a major focus for 2009, which typically translates to more email in the online marketing world. But now is not the time throw out a bunch of cool special effects, recipients need to be engaged and see the value of your messages. Here are five check points to reach that engagement strategy:
1) Improved Segmentation – Place your recipients into segments and market to them appropriately, a few simple segmentation points include last clicked or opened, consumer (buyer, customer, member) vs. prospect, online vs. other channel and the length of time on file.
2) Active Subject Lines – Tempt the recipient to open the communiqué, this doesn’t necessarily equal esoteric subject lines… a quick preview to set their expectations and lure them in. Here are a few we’ve seen that have worked and produced significant results, but don’t take our word on it… get your team involved to plan subject lines and never forget that the recipient is part of your team.
3) Achieve True Personalization – Personalize with content and incorporate relevant dynamic elements that fit the recipient’s preferences. Do more than insert the recipient’s name, focus on relevancy and work to engage.
4) Predict & Validate Numbers – Learn to put a prediction on expected results from a campaign – opens, clicks and conversions. Record the actual results and evaluate the delta with your email team, involve your overall marketing team as often as possible to help move toward continuity and discuss trends among your recipients. This group evaluation helps your multi-channel strength and allows you to see what consumers are really doing (Reverse Preferences factor in greatly in 2009.)
5) Carry on a Conversation – Back and forth dialogue is a necessity, accomplish this through small surveys to keep asking if you are meeting their needs. Leverage their responses into future offers.
Remember the recipient is savvy, they expect great things from you and know the value of email marketing, it’s your job to execute perfectly. We see 2009 as the Year of Engagement.
