BEN TOMLINSON
Product Marketing & Patrnerships Manager, Communicator
EMAIL MARKETING
targeting. The fi rst step is to get comfortable with the concept of ‘remail’. This is where you retarget engaged non-openers of a specifi c email by resending it again a few days later (with a diff erent subject line). It’s a great tactic for increasing the number of times your messages are exposed to your target market!
Up Your Behavioural Game 6
Expand upon your remailing tactics. Use previous behavioural data your ESP has
automatically stored to break down your segments even further. Over time, you will be able to adjust the balance and make sure that you are being effi cient in your communication. Increase your sending volume to
highly engaged subscribers in your target market and gradually lower your send volume to those unengaged or outside of your target segments (or, if both, lower your send volume even more).
Start Defi ning Ideal Automated Triggers
7
Plan out idealistic campaigns based on customer behaviours or other data (drawing on
things like purchasing, visiting your site or store, their birthday, shopping anniversaries, signed up to a webinar, product needs renewing, etc.). If your customer remains suitably and relevantly engaged, this will naturally grow into the customer journey you are aiming for.
Start Working Out How To Implement The Campaigns From Your Customer Journey
8
Most Email Service Providers will be able
to help you with a lot of the triggers and
complex set ups but others might require
integrations with external CRM/BI systems. Work out the
Optimise 9
When you’ve got a few automated triggers set up, don’t assume you got them right
fi rst time – test and optimise them! Start tweeting the content and creative to see how you can increase your KPIs. Social media is just one of
the ways to receive comment. Take advantage of your loyal customers and what they have to say about your products,
Over time, you will be able to adjust the balance to be effi cient in your communication.
Use previous behavioural data to break down your segments even further.
ones that are easiest for you to achieve and start implementing those fi rst.
A digital strategist can help
you with this if you don’t know where to start. By staying in sync with the customer journey throughout the whole timeline, you might identify touchpoints you were unaware existed.
Adapt And Implement The Rest Of Your Customer Journey
10
You might have learnt a thing or two in the process of the last few points, so you might
want to update your desired customer journey to refl ect this. Then the only thing left to do
is work out what tech you need to implement the last few tricky ones, fi nd suppliers and begin the implementation process. If you can reach this level, you’ll be a Cultured King on our Sophistication Scale!
communicatorcorp.com
services or website. Feedback is your friend, so be alert and receptive to the results.
59 issue 30 summer 2017
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