Relevant Messaging, Dynamic Content to Lift Conversions
In advertising and marketing, the more relevant you can be the better. Basic tenets of effective communication tell us that if we speak directly to our audience’s pre-conceived wants and needs, they will respond favorably. Digital media allows for relevant communications to be delivered on a whole new level, email especially.
In order to deliver relevant messages to your audience, you need to first capture important information about them. The right lead capture strategy can do well to help you in these efforts. Your customers and prospects will gladly share certain information in return for something of value. At the basic level, they will give you their contact information in order for you to ship something to them - either a product they have purchased, or a gift you are providing as incentive for filling out a survey. Going further, they may indicate their preferences and interests on a certain topic in exchange for some high-value content that you could provide, such as an industry white paper, the results of an independent industry study, a free newsletter or what have you. Storing this information in a database will provide you with an opportunity to deliver more targeted messages to your audience.
Once you have a robust database built, combined with other tracking analytics that your technology platforms offer, you can segment your list based on any number of attributes that will allow for more targeted, relevant communications to your audience. You can craft communications that target specific behavioral patterns, such as customers that haven’t purchased in a while or that haven’t yet redeemed a coupon or credit they were awarded. You can make product suggestions based on things like their purchase history, their gender or the season. You can offer them specialized content based on the interests they have indicated. You can promote regional offers based on their location. The possibilities are endless.
To realize the full potential of a rich database, it helps to have an email platform with advanced capabilities. The best ones will offer a feature that allows for dynamic content to be served based on a set of rules that you define. For example, you could set up one template in your email system to handle monthly product promotions. When the email is sent, the content of the email is assembled on the fly, according to each recipient’s database attributes. A female during winter season may receive an email promoting the women’s Gortex® parka, while another person that has indicated ice-climbing as an interest might see a special on climbing harnesses. In a business-to-business scenario, you may have a monthly email newsletter that provides high-value industry content covering a variety of topics. Subscribers could have the choice of filtering the content to just certain topics, in which case that’s all that would be contained in the email.
Great interactive marketing solutions form an effective bridge between your business goals and your customers’ needs. By sending messages designed to help you achieve your goals, such as selling out of a certain product to make room for new inventory or building awareness as an industry expert, you’ll have a better chance of reaching those goals if the message is relevant to the recipient. By combining the power of a robust database, a sophisticated email technology platform, good communication design and intelligent email marketing strategy, you can achieve a heightened level of marketing sophistication which will cause your results to soar.
