Great article on what’s happening with the more advanced e-mail marketing programs out there courtesy of Direct Magazine.
Here’s the link: E-mail Delivers
Particular ideas of note:
1. Behavioral Targeting / LifeCycle Management is starting to happen. Not the so-called Behavioral Targeting they use for display advertising online; I mean real BT based on customer behavior.Â
“Blasting” e-mail is starting to be recognized for what it really is - a waste of customer value and an opportunity cost. This specific topic is what I covered in my eMetrics and DMA presentations last month. Start using Lifecycle-based segmentation in your e-mail programs and you will see what I mean!
No resources? Please just try something! For example, divide the list into those who have purchased / opened / clicked (your choice) in the past 90 days and all others. Compare per e-mail stats from the drop by these 2 segments – deliverability, opens, clicks, whatever you like.Â
Now, can you tell me you should be saying the same thing to / speaking in the same voice to these two groups? Trust me, if your boss is unclear on why “measuring engagement” matters, the stats from the simple test above should start a conversation!
If you have the chops / tools, do the same thing only break it by 30-day groups: < 30 days, 31 - 60 days, 61 - 90 days, etc. You will see the Customer Lifecycle play out right in front of your eyes. Honestly, this should be standard reporting for e-mail; the powerful behavioral details that lead to higher ROI messaging are being hidden by lack of proper behavioral segmentation. If e-mail is a retention device, then this standard retention reporting approach should be applied. 2. List purging is becoming mandatory because it improves e-mail deliverability. This was a main takeaway of mine from the eMetrics Summit based on several presentations.
How about your e-mail program? Getting any traction with the more advanced behavioral techniques? Or can’t get the support to try? Or not your job to improve Marketing Productivity? Â
Or just don’t care (and tell us Why)?
Check out the article here: E-mail Delivers