Email retargeting, the future of email marketing. Email marketing is one of the primary methods used for lead generation by business owners and can lead to incredibly good results. However, the key to success with every online marketing campaign, including sending targeted email blasts to your loyal subscribers, is personalization.
Email marketing is one of the primary methods used for lead generation by business owners and can lead to incredibly good results. However, the key to success with every online marketing campaign, including sending targeted email blasts to your loyal subscribers, is personalization.
You just can’t achieve the results you desire by sending generic emails to your leads and this is why many of the popular email marketing solutions such as Mailchimp and Emarsys offer you the ability to personalize the messages based on multiple factors. With just a few clicks, you can create custom-tailored, personalized messages that will succeed in making your subscribers feel valued. Sadly it needs those few clicks, rather than the highly vaunted, fully automated solution SwiftERM. This runs alongside such programs, offering additional sales by automatically predicting imminent consumer purchases and doesn’t interfere with promotional and marketing activity. Indeed this is why Enarsys partner with us as there is no conflict of interest.
So How Do Email Retargeting Actually Works?
Email retargeting allows creating personalized messages for your subscribers based on certain parameters or behavioural patterns. For example, let’s say you just sent an email with the latest product promotion to all your email subscribers.
Once your system is installed, as per the above example, your subscribers receive individually populated content specific to their browsing, buying and other behavioural properties. With a SwiftERM, unique emails are created personal to each of those who opened them. Further, distribution of the emails is likewise unique to the recipient for different times pertinent to them. This works magic with lead nurturing for businesses within any industry! the automated version, of course, stays on the money, nurturing and developing by intelligent learning to deliver perpetual perfection on a one to one basis.
Email retargeting depends on successfully identifying the steps a subscriber needs to take to become a customer and creating personalized content for each one of these. Thanks to modern solutions and of course the power of the cloud, you can now streamline and automate virtually the entire process.
Creating the Ultimate Email Retargeting Plan for Any Business
Now that we cleared what email retargeting is all about, it’s time to explain what it takes to create the ultimate plan for your particular business or industry. While, there is no silver bullet when it comes to crafting personalized email content for your subscribers, there are certain steps you need to take along the way and these are quite similar for a business of any size or industry. Let’s review a common situation, where email retargeting could boast a huge impact:
- A visitor comes to your website and fills in a form to subscribe for your mailing list
- His name and contact details are automatically added to your CRM or email marketing solution
- You create personalized email series to convert the particular lead into a customer, using his online historic actions both before and during his visit.
- The first email is sent out and you measure the interactions – Was it opened? Were there clicks on the links? Did he/she actually visit the web page? The data is fed back into the system for analysis and learning.
- Depending on the outcome of the 4th step, you can now create a perpetual cycle of actions forever improving and developing that individuals interests, needs and desires to draw a forever closer, knowing relationship with them.
- The content series from step 5 is activated and your leads develop into other products and affinity marketing is initialised and they begin to trust and spend more with you as a consequence.
Although this example is pretty basic and rather generic, it helps gain a better understanding of how email retargeting actually helps deliver a much higher conversion rate from any email list!
We hope you enjoyed this article, intended to help improve our client’s profitability. It reflects the care SwiftERM offer. If you haven’t already done so, then please enjoy a FREE month’s trial and let us know what you think. Register
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