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How to Drive Higher ROI from Your Email Subscribers(Part 2),[object Object],Growing Engagement,[object Object],By Lora Downie, Digital Analyst-Email Marketing, Catalyst,[object Object],July 13, 2011,[object Object]
The Path Toward Engagement,[object Object]
From Relevancy to Engagement,[object Object],Relevancy held the stage as email marketing’s buzz word for almost half a decade. But today, the spotlight shines bright on engagement.,[object Object],But what is this thing marketers must innovate and ISPs are so determined to measure?,[object Object]
What is Engagement?,[object Object],4,[object Object],Involvement, participation, commitment…all synonyms for the enigmatic word, “engagement.”,[object Object]
How to Get Subscribers Engaged,[object Object],5,[object Object],Build a strategy on which every decision, whether it’s creative, technical, or usability-related, hinges on the answer to this question:,[object Object]
6,[object Object],“Does this drive involvement, participation and commitment from our subscribers?”,[object Object]
Engagement: In Action,[object Object],7,[object Object],Engagement is a response to a well-planned, perfectly timed message that drives immediate and long-term behaviors.,[object Object],It’s understanding a subscriber’s past, present and future behaviors and using them to shape your strategy.,[object Object]
Triggered Communications,[object Object]
Triggered Communications= Optimized Revenue,[object Object],9,[object Object],Some would argue that promotional content sent to a broad audience drives revenue and engagement.,[object Object],This “strategy” leaves money on the table because you are only tapping into a small percentage of your subscribers’ needs.,[object Object]
Why is this Strategy Overlooked?,[object Object],10,[object Object],“I don’t have the resources to dedicate to planning and executing triggered programs.”,[object Object],“I don’t have the right technology.”,[object Object],“I don’t know how I will benefit from it.”,[object Object]
The Power of Triggered Email,[object Object],11,[object Object],According to ExactTarget, real-time triggered email produces 10x greater conversion than blast email communication.,[object Object]
Example: Remarketing,[object Object],12,[object Object],You know where your prospect or customer was, what they’ve placed in the proverbial shopping cart.,[object Object],Now, direct their future behavior based on what you know and your business objectives. ,[object Object]
Example: Remarketing,[object Object],13,[object Object],Triggered shopping cart abandonment emails,[object Object],Triggered reminder emails,[object Object],Triggered anniversary emails,[object Object],According to Exact Target, real-time triggered email produces 10x greater conversion than blast email communications,[object Object]
Measuring Engagement,[object Object],Clicks, downloads and social influence,[object Object]
The Devil’s in the Details,[object Object],15,[object Object],Each marketer needs to decide which engagement metrics define his or her objectives, then weight them accordingly. ,[object Object],Develop an engagement heuristic that factors these metrics and allows you to apply the formula to each subscriber record.,[object Object]
The Devil’s in the Details,[object Object],16,[object Object],This window into your subscriber activity can be astounding, and it can chart the course for growth within your inactive and active subscriber segments.,[object Object]
Increasing Engagement,[object Object],Leverage your understanding of engagement to drive increased activity,[object Object]
Step 1,[object Object],1. Identify your disengaged, moderately engaged and highly engaged segments.,[object Object]
Step 2,[object Object],19,[object Object],2. You now have the data to make decisions about how to:,[object Object],Reengage the lost:reattract and extract learnings to be applied for future acquisition/engagement efforts,[object Object],Reinvigorate the moderates: confirm their motives, breathe life into their emails with profile/behaviorally targeted content,[object Object],Maximize the already-engaged: treat them like royalty, provide incentives for social sharing, personally request testimonials, offer sneak peaks into new products,[object Object]
Step 3,[object Object],20,[object Object],3. After you have a good handle on what an “engaged subscriber” looks like, then you can effectively tackle the job of growing your list by populating it with subscribers that resemble those highly engaged heavy-hitters.,[object Object]
Socialized Email Marketing,[object Object],How to strategize cross-engagement,[object Object]
The Law of Effect,[object Object],22,[object Object],Your subscribers, fans and followers are mostly savvy consumers. They have different objectives in social channels and email.,[object Object],Don’t repurpose content. Users will lose confidence in your ability to be relevant, and disengage.,[object Object]
The Law of Effect,[object Object],23,[object Object],If you aren’t driving value in each channel and creating a congruent voice, they will notice. ,[object Object],Engagement stretches beyond the inbox, and this cross-channel engagement can impact what’s going on in the inbox.,[object Object]
You Must Have a Content Strategy,[object Object],24,[object Object],Leveraging your email strategy in social channels and vice versa is an absolute must. This is why a content strategy is critical for every business today. ,[object Object]
A Word About the Future,[object Object],Sure, email brings in the revenue today, but what will it look like five years from now?,[object Object]
The Future,[object Object],26,[object Object],We need to look no further than our palms to see it. IDC has reported that over 20% of all mobile phones are smartphones and they forecast smartphone shipments will grow by 55.4% this year.,[object Object],Your emails and landing pages must be mobile viewing-ready. ,[object Object]
Have a question? Want to learn more?Email me at ldownie@catalystinc.com. Be sure to download Part 1: Addressing Attrition and Part 3: Driving Growth.,[object Object]
About the Author,[object Object],28,[object Object],Lora Downie specializes in email program strategy, design strategy and best practices at Catalyst, a Rochester, NY-based direct and digital marketing agency. She is a certified MarketingSherpa email specialist and has been published twice in DM News’ Email Marketing Guide.,[object Object]

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Secrets of email success part 2 1

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