As you look forward to 2013, there are many if not thousands of possible modifications you can make to your online marketing program. But unless you are one of the fortunate few who have unlimited promotion personnel and budget range at your convenience, time and source restrictions mean you will need to filter your wish list to a choose number of changes.
While these key “fulcrum” factors will vary from organization to organization, there are several projects that almost all organizations can take to shift the income hook. Here are five such online promotion changes to consider in 2013:
Develop a multi-message structure to welcome:
The one-off welcome concept is a good way to introduce new subscribers to your company, develop up client engagement in beginning and go off a sedentary lifestyle. While considerably better than just disposing beginners into your common email flow, one of the restrictions of the conventional welcome email is that it treat every prospective subscriber as the same, regardless of where they decided in to your system and what webpages they visited on your website before opt-in.
In 2013, consider growing your individual welcome email into a multi-message structure, with each e-mail entertaining the new prospective subscriber to a different value undertaking or proactive approach depending on his or her point of access, interests or what the new contact needs to do to become an experienced customer of your products or services.
Move towards dynamic content platform:
Want to turn your one-size-fits-all concept into something more personal? Add a few highly effective dynamic content blocks within the email and – boom! – you have modified it into something exclusively relevant to the receiver.
What’s even more interesting is that recent technologies now allow highly effective integrations that allow you to take real-time content from resources such as your e-commerce service, Twitter feed, or suggestions and product reviews software into these dynamic content blocks.
Shifting towards personal “one-to-one” messaging instead of bulk broadcasting:
Establishing your system to catch more behavioral data opens up a variety of interesting new ways for you to link with prospects and customers. Although the bulk email continues to be a part of a well-rounded program, it’s now easier than ever to mix these information with highly appropriate, customized emails activated by receiver activities.
In 2013, put the behavior data you are gathering to use by establishing one or two new automated messages activated on the activities, choices and events relevant to each contact. These emails, which can vary from abandoned cart reminders to “happy birthday” messages to upsell/cross-sell offers, often result in large ROI in comparison to more common emails.
Using behavioral database preferences:
Your common preference center, where new connections can go and provide their preference on what information they wish to receive, and how and when they want to get it, improves a business's ability to provide interesting content. The disadvantage, though, is that not enough clients generally use them, and those that do often didn't remember or ignore to upgrade their choices when they change.
One step to conquer this challenge is to add a “hidden” activities factor to your data/preference selection process. For example, you could use Web monitoring to link subscribers’ pre- and post-registration Web activities to their current email address. Then, you can use this information to “fill in” some form areas for your connections based on their activities.
Mobile first design:
It seems like every day, there happens to be new study about how more and more individuals are using mobile phones to open and communicate with emails. Accordingly, most smart promoters are recognizing the value of improving information for cellular phone gadgets and taking action to improve the mobile experience.
As you are fine-tuning your mobile strategy to email in 2013, make sure to also improve landing pages and websites – such as those you will be connecting to from QR codes or check-in programs – with mobile in mind.
Equally as important, keep in mind that design only symbolizes half the mobile success formula. You also need to think about “mobile context” – the fact that individuals on mobile gadgets are frequently multi-tasking – and make sure you improve your transformation action accordingly, perhaps even concentrating your email on a single conversion.
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