Alert Solutions Blog

Use Multi-Channel Marketing Effectively – 3 Tips for Businesses

Posted by Philip Young on Thu, Feb 18, 2016 @ 11:02 AM

Even though your target audience prefers different ways to communicate, multi-channel marketing is still intimidating to some businesses. 

Some of the reasons organizations hold-off on multi-channel marketing include:

  • It’s challenging to manage from a technical standpoint.
  • There’s preference to one channel over another.
  • Customer preferences may become harder to track.

Despite these challenges, multi-channel marketing can still help organizations send the right content, to the right person, at the right time. Here are a few tips to get started:

1. Define different ways to communicate.multichannel.png
Through which marketing channels do you want to communicate with your prospects and customers?  Getting this defined will help to properly plan future campaigns.  Some examples include: email marketing, voice broadcasting, fax broadcasting, SMS text messaging and sponsored social media postings.

Bonus Tip! Do your research before sending commercial messages through certain channels.  You want to be compliant with applicable rules and regulations.

2. Consolidate your marketing lists.
Think about all of the places you have contact information for your audience: your customer support tool, your customer relationship management (CRM) software, maybe even your website forms?  A good first step is to consolidate all of this information into one central repository so that you can build contact methods for each member of your audience.

3. Evaluate on-going campaign performance.
Which marketing channels are more effective than others?  Evaluating your campaigns will ensure that you’re communicating through only the most relevant channels.  Some things to check are response rates and open rates.

With a clear focus, it’s possible to execute multi-channel marketing campaigns effectively.

For more multi-channel messaging tips and tricks, download Alert Solutions’’ Guide to Multi-Channel Trigger Campaigns today!

Download Now!

Topics: multi-channel messaging, personalization, marketing relevance

Creating Relevant Email Marketing Content – 4 Tips for Success

Posted by Philip Young on Thu, Sep 24, 2015 @ 11:09 AM

According to MarketingSherpa, using relevant email marketing content is one of the most important, but underutilized, elements of a successfull email marketing campaign.

It becomes clear, then, why consumers cringe at email marketing campaigns that promote a product or service that’s of no interest to them.  As an email marketer, you may even share the same frustrations with your own personal email inbox.

A good step to improved email marketing performance is definitely more relevant email marketing content.

At this year’s annual MarketingSherpa Email Summit, experts shared their tips on increasing relevance in their email content.  Check it out:

Relevantcontent

Tip #1: Set realistic goals.
Tip #2: Take the time to develop good email marketing content.
Tip #3: Segment your recipients.
Tip #4: Use data to its fullest advantage.
 
Things to keep in mind:
 
At first, you may not be able to achieve 100% relevance for all of your subscribers.  Don’t give up!  This is why goal setting is so important.  Consider the effect you want increased email marketing relevance to have: better open rates, better click-through rates, more conversions, or all of the above?  Start with a goal that can be achieved and ramp-up from there.
 
Also, remember that email marketing relevance is nothing without list segmentation. Segmenting your subscribers by their demographics, interests or past behavior will yield much better email marketing campaign results.  How else can I go about list segmentation?  Good question.  Check out this blog post for some answers.
 
With email marketing being the most-preferred communication method by consumers (over 70% of respondents said so), it’s easy to see why relevant email marketing content is so crucial to organizations.
 
In addition to the great resources at MarketingSherpa, check out Alert Solutions’ Target Marketing Guide for even more email marketing relevance tips and tricks.

Personalization and Segmentation Download the Best Practice Kit!

Topics: personalization, list segmentation, audience targeting, marketing relevance, email marketing, email marketing best practices

Use Personalization to Increase Email Marketing Conversion Rates

Posted by Philip Young on Thu, Sep 03, 2015 @ 12:09 PM

According to Monetate, the vast majority of organizations (nearly 95%, to be exact) believe that personalization is a strong factor to their email marketing success.

They’re absolutely correct; personalization brings many benefits to an organization.  The proof is in the facts:

  • Activity: Email subject line personalization increases unique opens by 26%.
  • Satisfaction: 75% of consumers are satisfied with offers that are tailored to them.
  • Loyalty: 73% of consumers prefer to buy from organizations using personalization.  

However, personalization may not be as widely-used as you may think.  Brand24 found that only 6% of businesses surveyed have a personalization strategy in place.

Personalized_Marketing_Campaigns-1

With so many consumers swayed by email marketing personalization, now is the time to get started.

These insights from Brand24 can put you on your way to increased email marketing conversation rates:

1. Collect all of the data that you can.
The data may not be under your nose, or is it?  Your audience leaves information about their communication preferences all over the place – social media, feedback notes and even in their behavior on your website.  Learn how to collect it and leverage it appropriately in your email marketing campaigns.
 
2. Review the accuracy of your data regularly.
The second-most common reason for email unsubscribes is due to irrelevant content.  Wouldn’t you be annoyed by offers that didn’t interest you?  This is why it’s so important to keep your data accurate and up-to-date.  What’s important to them today may not be important to them tomorrow.
 
3. Make the recipient feel special.
Personalization is all about making the recipient feel appreciated and important – so take advantage!  VIP programs, sneak previews, early-access to sales; these are all examples of using personalization to build conversions and brand loyalty.
 
Don’t stop there – check out Alert Solutions’ Guide to Personalization and Segmentation for more ideas. 

Personalization and Segmentation Download the Best Practice Kit!

Topics: personalization, marketing relevance, email marketing, email marketing best practices

Content Marketing Personalization – Are You Using It Correctly?

Posted by Philip Young on Thu, Apr 30, 2015 @ 12:04 PM

Content marketing refers to the distribution of information that is primarily educational or valuable rather than promotional. This form of marketing is widely used as a method of building brand loyalty and staying top-of-mind among your target audience.

One way content marketing is made more effective is through personalization. Did you know that 95% of B2B marketers segment their content in order to provide personalized material? Truth be told, personalization is one of the surest ways to help deliver relevant content to an entire audience. But it’s not easy!

With such a large majority of marketers segmenting their content and messages, the results may vary. If your content marketing campaign personalization falls short of your expectations, check out the following tips:

1. Start small and ramp up as you move along. AudiencceTargeting-1

Personalization of your entire audience doesn’t happen overnight. Experts suggest starting slow and steady. Be methodical in learning about your entire audience by segmenting demographically, behaviorally and dynamically; not one or the other.
 
2. Anticipate preferences with click-through patterns.
Analyzing click-through patterns can help shed light into what your audience is interested in. And while you can’t guarantee their interests will be the same next week, this can help shape the content of your next campaign nonetheless.
 
3. Don’t forget: Too much personalization may not be best.
Use caution when applying content personalization. Going overboard may faze recipients who think you know too much about them.
 
Remember, content personalization ultimately requires you to know your leads and customers personally so you can deliver the best, most relevant content to them.
 

Personalization and Segmentation Download the Best Practice Kit!

Topics: personalization, list segmentation, content marketing

Converting Email Subscribers to Loyal Customers - 3 Steps to Follow

Posted by Erika Scialdone on Thu, Oct 23, 2014 @ 14:10 PM

Email marketing campaigns are essential tools for businesses to utilize in order to promote their company.  Email marketing campaigns help build relationships with their subscribers and convert them to customers. Sometimes just one email reminder with a little personalization and a call to action can keep the email subscriber intrigued until they are ready to commit to being your customer.

Here are 3 helpful steps to convert your email subscriber into a loyal customer.

1. Follow up with the email subscriber by sending triggered email marketing campaigns.
Email subscribers may go to your website with the intention of purchasing a product or service, and never finish the process, or they may not finish signing up for an additional email subscriber list but still give their email address. Keeping track of a potential customer’s data will allow you to send triggered email marketing campaigns. Triggered email marketing campaigns will get a potential customers attention, and have a click through rate at an estimated 152% higher than traditional emails, and 50% higher open rates.persondoingemailsurvey-1

2. Personalize the email marketing campaign to ensure the email subscriber knows they are important.
Statistics from a Marketingland article has shown personalized email marketing campaigns, “lift transaction rates and revenue per email six times higher than non-personalized emails.” A few examples of personalizing an email marketing campaign are including the subscriber’s name, and making the customer feel like they are a VIP or exclusive club member. Providing the customer with information like sneak previews of new products or services or providing them with a first look at a top-secret sale. When a customer feels appreciated, and they respect your brand – they are more likely to convert from a subscriber to a new customer.

3. Call to actions need to be clear and related to the email marketing campaign.
Every email should include at least one call to action (CTA) to engage your subscriber. They should be directed to participate in a sale, use a promotion code or visit your website. If the email subscriber is attracted and likes what you have to offer, they are more apt to click the link in the email marketing campaign. The CTA should be clearly defined, straight to the point and easy to see and access, so there is no confusion on what the CTA is representing.

QUICK EXTRA TIPS!
- Use A/B testing to optimize the use of your email marketing campaign.
- Your email marketing campaign design should match your brand and website.

Customer conversion is crucial to growing your company. It is important to stay connected with your email subscribers as they are your potential future customers.

Looking for more helpful tips to improve your email marketing campaign? Download our Targeted Email Marketing Guide today.

Topics: email deliverability, personalization, audience targeting, trigger campaigns, email marketing, email marketing best practices

Email Marketing Campaign Subject Lines – 3 Tips Connecting You to Your Customers

Posted by Cassie Breen on Wed, Aug 20, 2014 @ 13:08 PM

Businesses realize how important it is to connect with their customers.  Email marketing campaigns are a great way to do this, but there are some challenges that stand in the way.

With so many emails flooding customers’ inboxes, it can be difficult for your email marketing campaign to even be seen, let alone opened or receive any clicks.  This is why it is so important for businesses to be aware of every detail of their email marketing campaign.

Included in these details is the email subject line.  In order to connect with current or future customers, businesses must ensure they are producing an enticing, relevant and valuable email subject line.   Although this connection may be a brief one, it is so important in whether or not your email marketing campaign will be opened, discarded or even worse, marked as ‘spam’.Here are a few tips according to Direct Marketing News to help your email subject line connect with recipients:deliverabilityoptimization-1

  1. Personalize

Businesses should be creative in their email subject lines.  This should be more than just simply inserting a first name.  Create an email subject line that specifically pertains to recipients.  This will direct them to your email marketing campaign while scanning through their inbox.

  1. Get to the Point

Although creativity is important, there must be a balance.  You do not want to be overly creative to the point that the message you are sending through your email subject line is unclear.  You should  lead the email subject line with the most important information.

  1. Use Variety

Structure in your subject line is not necessarily a bad thing, but variety should also be instilled.  Much like a conversation, you do not want to start you email subject line the same for every email marketing campaign.  You want to have the recipient feel like there is a human being at the other end.

By using these tips to create a compelling and informative email subject line, you can ensure your email marketing campaigns are being noticed in the inboxes of current and potential customers.

To learn more about email marketing campaign strategy, check out our other blog posts.

For email marketing best practice tips and tricks, download our best practice guide.

Topics: personalization, email marketing, email marketing best practices

Making Content Marketing Work for the Millennial Generation - 5 Tactics

Posted by Cassie Breen on Thu, Jul 10, 2014 @ 13:07 PM

Content marketing campaigns have become a well-utilized tool by businesses today.  Most individuals appreciate the information provided and embrace it. However, it hasn’t been as easy to win over the millennial generation. 

A recent study conducted by DigitasLBi, Razorfish, Tumblr, and Yahoo shows 45% of Millennials are not interested in the content businesses are providing through their content marketing campaigns.  This presents an issue for businesses as the study explains Millennials will command a cumulative $1.4 trillion in spending power by 2020.

How can businesses hurdle the obstacle of a disengaged generation?  Simple – engage with them on their terms with content that interests them.  This generation looks for information through multiple channels and utilizes, on average, 7.1 devices to receive this information.  Businesses need to ensure they are reaching and engaging Millennials through all of their preferred communication channels, such as SMS text messaging and social media.

MultiChannelMessagignINtegration-1

Effective content marketing campaigns are essential to a business’ marketing success, but the strategy behind it must change to fit the millennial generation.  Five tactics to achieve effective content marketing, mentioned in a recent Direct Marketing News article, include:


  • Set the Mood
  • Help Millennials Escape
  • Fuel Creativity and Play
  • Spotlight Pop Culture
  • Help Millennials Succeed and Help them Discover

By following these tactics, engaging Millennial through their preferred communication channels and providing interesting content, businesses can create successful content marketing campaigns and turn the millennial generation into loyal and powerful brand advocates.

For list segmentation and audience targeting tips and tricks, download our best practice kit today.

Personalization and Segmentation Download the Best Practice Kit!

Topics: personalization, list segmentation, content marketing

Email Marketing Campaigns and Relevance – 2 Important Lessons

Posted by Cassie Breen on Thu, Nov 07, 2013 @ 15:11 PM

Many businesses utilize email marketing campaigns to reach consumers, but there are a few struggles they encounter along the way.  So, what is one of the largest obstacles business face when delivering their email marketing campaigns?  The answer is relevance.

marketingstrategy resized 600Businesses need to be consumer-focused when sending their email marketing campaigns.  One generic email is not going to cut it anymore and will certainly not produce the results you desire.  What is relevant to one customer may not be relevant to the next.  This is why understanding your target audience along with consumers’ needs and desires is so important.

Here are two important lessons in delivering relevant email marketing campaigns according to a recent Marketing Sherpa article:

1.)    Turn lemons into lemonade.

If your business has multiple products or services, you likely have diversity within your customer base.   In order to create a relevant email marketing campaign for those customers, you need to understand what products or services are appealing to them.  In order to accomplish this, businesses should utilize customer data, triggers.  Using customer data to personalize your emails makes your campaign more relevant and leads to an increase in open and click-through rates.

2.)    Guide people from where they are to where you want them to be.

Content marketing is essential in providing value and education to customers.  However, you cannot just rely on having good content in your email marketing campaigns, you must also be sure it is relevant.  It is important to create a strategy to provide relevant content, because as your prospects grow, what was once relevant to them no longer is.  Providing repetitive information to potential customers will discourage them, whereas keeping your content relevant throughout the sales cycle will create greater audience engagement.

Ensure your email marketing campaigns are relevant to your recipients.

Personalization and Segmentation Download the Best Practice Kit!

Topics: personalization, marketing relevance, email marketing

Effective Multi-Channel Messaging Campaigns – 2 Critical Components

Posted by Cassie Breen on Wed, Sep 25, 2013 @ 14:09 PM

In order to create a successful multi-channel marketing campaign there are numerous pieces that should be brought into play. With a variety of communication channels readily available, the most successful campaigns will utilize them along with customer and prospect data to create targeted lists and construct personalization.  Successful multi-channel marketing campaigns will reach consumers in a sequenced and consistent manner and create more personalized communications.

To create effective multi-channel marketing campaign there are two critical components to be aware of:

1.)    Creating Relevant Offers Via Personalization

This means using what is known about the recipient to create the offer, customize the message and deliver it in the requested format.  Personalization may include:

a.      Personalized Greetings

b.      Relevant Messages Based on Demographics

c.       Compelling Graphics

emailvoicetextsocial resized 600Increasing the amount of personalization in a message causes a dramatic increase in response rates, according to a recent survey.  With an increase in personalization elements from one to seven, the click-through rate increases from 4.7 percent to 14.8 percent.

2.)    Coordination and Management of Multiple Communication Channels

This critical element is embedded in the design and execution of multi-channel marketing campaigns that coordinate throughout the various communication channels available.  This component requires tactical and strategic planning in order to “hit” prospective customers with a sequence of consistent messages through multiple communication channels.  This will greatly increase the effectiveness of the campaign.

Also implemented in this component is the “multiplier effect.”   This is when multiple marketing channels are coordinated.  For example, when an email marketing campaign is then followed up with other direct communication, such as an automated voice message.   This, not only, uses multi-channel messaging, but will also increase response rates.

To learn more about utilizing multi-channel messaging to invigorate your marketing campaigns,  download our Multi-Channel Messaging Worksheet today!

Topics: multi-channel messaging, personalization, power announcement, powerschool

Four Email Marketing Campaign Commandments to Follow

Posted by Nina Russo on Fri, Aug 30, 2013 @ 11:08 AM

Today, email marketing is an imperative part of a company’s marketing strategy.  With a successful email marketing campaign, companies can reach hundreds of thousands of people in minutes with their message. 

There are, however, many challenges to creating an effective email marketing campaign.  From open rates to click-through rates, companies have to keep multiple parts in mind when developing their email marketing strategy.  Tom Monaghan, HubSpot’s Email Product Manager, has provided the following four email marketing commandments in a recent article:

1.)    Thou Shalt Remember the Third Grade

Although there are many parts of third grade that we might remember (good and bad), this commandment refers to the part of third grade when students learn how to write a letter.  This basic letter includes three parts: a salutation, a body and a closing.  Many email marketers have seemingly forgotten this simple, standard format.  Also, although we are not discussing hand-written letters as a marketing option, Monaghan suggests you keep this type of personalization in mind when writing email marketing campaigns.

2.)    Thou Shalt Respect One’s Recipients

All email marketers’ goals include being at the top of their customers’ inboxes.  In all reality, they are usually not their customers’ number one priority.  Customers have a life, so typically their inboxes are filled with both personal and work emails, topping whatever message you are sending.  So, email marketing campaigns need to be relevant.<< Download our “Relevance and the Recipient Best Practice Guide” to learn more about the value of relevance. >>

3.)    Thou Shalt Care About Engagement – A lotEmail Marketing Campaigns

Although open and click through rates are important, Monaghan explains that replies should be a main focus of companies’ email marketing campaigns.  Replies tell email systems and spam systems the recipient has a relationship and is engaged in the message.

4.)    Thou Shalt Send Less Email

Email marketing is not about quantity, but quality.  The message in an email marketing campaign should be personalized and specific.  One email marketing campaign that pertains to the recipient is much more effective than 100 emails that do not carry any relevance.

Ensure your email marketing campaigns are relevant to your recipients and download Alert Solutions' Personalization and Segmentation Best Practice Kit today!

Topics: personalization, marketing relevance, email marketing, email marketing best practices

Subscribe via Email

Subscribe Via RSS Feed

Latest Posts

Browse by Tag