Alert Solutions Blog

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

Creating a Successful Behavior-Based Trigger Campaign in 4 Easy Steps

Posted by Nina Russo on Wed, Feb 20, 2013 @ 10:02 AM

It is a concept most companies dream of: delivering a relevant message to an engaged target audience, at the right time, using the right communication channel. Achieving this dream requires an enormous effort.

But it can be done - through behavioral-based trigger campaigns. Implementing a triggered campaign strategy requires knowledge of your target audience. 

You need to not only know a lot about your target audience and their communication preferences, but your business also needs to have the capability to tailor multi-channel campaigns to fit their prospect’s individual preferences.

Identifying customer behaviors and linking that behavior to a triggered marketing campaign combines relevance, timeliness and personalized communication preferences to deliver a relevant message to the right person at the right time...every time. 

How do you make it happen? Here are four steps:

1. Know the Fundamentals Trigger Campaigns
Establish the critical business needs and strategic imperatives, such as lead generation, engagement, retention, revenue generation, and other essentials. What are their core challenges, and how can we alleviate them?

2. Gather the Data
When you collect behavioral data over the long term, you learn enough about customers to accurately group them with others who behave and respond similarly.

For example, if we have customer retention problems, can the data help us understand why? An ideal triggered marketing campaign is automatically generated based on a change in a subscriber's behavior using a multi-channel messaging approach.

3.  Create the Campaign
Establish your engagement framework and constantly reevaluate your trigger campaign structure. Most businesses set up trigger campaigns using the same rules for everyone.

However, is it possible to adapt these rules individually? To maximize the effectiveness of a triggered marketing campaign, businesses need to understand their customers and their activity.

Understanding the time, location, and their communication preferences all play a key role in sending a relevant message at the right time. Your target audience will guide you with clues. If you’re listening, they will tell you how often they want to be contacted, what communication channels they prefer, and what the best timing is.

4. Analyze the Results
Because customer needs and attitudes change over time, an ongoing review of your trigger campaigns should be incorporated into the regular business process.

Communication Preference Centers are highly effective in allowing the recipient to voice their opinions on how their needs change over time regarding email frequency and content. Also, by looking at peak email deliverability times and volume, you can better determine what time works best for your audience.

For more information on how you can get started using trigger campaigns, download “Doing More with Less – Guide to Multi-Channel Trigger Campaigns” today!

Topics: multi-channel messaging, trigger campaigns

Create an Effective Email Marketing Drip Campaign in 3 Simple Steps

Posted by Nina Russo on Wed, Nov 14, 2012 @ 16:11 PM

Converting prospects into happy paying customers usually takes several correspondences. However, finding the time to connect with each prospect numerous times AND in a personal way is a daunting task.

While some businesses are facing cut backs and spending freezes or reductions, they still need to reach their goals which may include generating a certain number of leads.

To help overcome these challenges, many businesses are using automated email marketing drip campaigns. Sometimes referred to as nurture campaigns, drip campaigns are sent to subscribers on a scheduled basis to help maintain contact and keep your company top of mind.

Automated email marketing drip campaigns are a powerful and cost-effective tool to reach out to prospects on a routine basis. Instead of sending each email campaign separately, and manually, automated drip campaigns help you extend yourself without straining yourself.

At the same time, effective drip campaigns that are targeted and highly relevant, help businesses reduce spam complaints and increase email deliverability.

Here are 3 simple steps you can take to make the most out of your next automated email marketing drip campaign:

1Email Marketing Drip Campaign. Set a Goal
In order to create an effective email marketing drip campaign, you need to have a goal. What is this campaign going to accomplish? Are you trying to education prospects about your offering? Are you positioning yourself as a subject matter expert? The goal of our campaign will help determine your target audience as well as the relevant content.

2. Make Sure Your Offer Prospects Value
Ensure every email within the drip campaign has value to the prospect and helps build trust. Without relevant content, timing and list segmentation are meaningless. Even if you have permission to send an email marketing campaign, people will not open it, read it or continue to stay opted-in if the information you send isn’t relevant. If you’re going to stay relevant, it’s not enough to simply discuss the benefits of your product. With the rise of social media, your customers expect more than bland information. They want personality!

3. Use Personalization Effectively
Using an email recipient’s name within an email marketing campaign can sometimes seem cliché, but it is still powerful. Recipients instantly recognize their name, which in turn makes them more prone to open your message. Using personalization can lead to improved audience engagement. People respond better and more often to tailored content.

To check out more blog posts on nurture and triggered email marketing campaigns, click here.

Topics: personalization, trigger campaigns, email marketing, email marketing best practices

Implementing a Triggered Email Campaign? 5 Questions to Ask Yourself

Posted by Nina Russo on Fri, Aug 17, 2012 @ 10:08 AM

Every experienced B2B email marketer knows that relevance is a powerful tool in inspiring action and response from today’s consumer. It’s difficult to be relevant, valuable and timely with email marketing campaigns. More traditional email, even with list segmentation, still relies on some luck to generate optimal response rates. 

Trigger email marketing campaigns do a much better job of meeting those challenges. As one-to-one, “individualized”, timely messages, trigger campaigns are far more likely to get past those delivery and psychological blocks to get attention and a response.

If you want the ability to reach your email subscribers at a time that is most relevant to them, not one that is most convenient for you, below are a few questions you should ask yourself before you get started.

1. Are You Ready To Start Sending?
Before you start getting searching for technology solutions that support sophisticated trigger email marketing campaigns, have you optimized what you’re already doing? And have you optimized the subject line, email design, and calls to action in your email marketing campaigns?

2. Should You Limit the Number of Triggered Campaigns?Triggered Email Marketing C
How many times do you send a trigger campaign for the same action? While every purchase needs an order confirmation, does every browse deserve a follow-up email?

3. Can you Adapt to Individual Behaviors?
Most trigger emails are setup using the same rules for everyone. Is it possible to adapt these rules individually? To maximize the effectiveness of a triggered marketing campaign, businesses need to understand their customers and their activity. Understanding the time, location, and their communication preferences all play a key role in sending the right message at the right time.

4. What Happens When Everyone is Using Triggers?
Trigger campaigns have been around for several years. But there is still novelty value attached to a more personalized message sent at the right time. So how do things change once your trigger email marketing campaigns are no longer “fresh”?  

5. How Should Triggered Email Campaigns Be Designed?
There is loads of advice on how to design email newslettersand promotional emails. Do the same concepts apply to trigger campaigns? Do different triggers require different approaches?

Identifying customer behaviors and linking that behavior to a triggered marketing campaign combines relevance, timliness and personalized communication preferences to deliver the right message to the right person at the right time...every time.

For more information on how you can get started using trigger campaigns, download “Doing More with Less – Guide to Multi-Channel Trigger Campaigns” today!

Topics: trigger campaigns, email marketing

Extend the Value of Triggered Campaigns with Multi-Channel Messaging

Posted by Nina Russo on Wed, May 09, 2012 @ 14:05 PM

Research suggests customers want brands to use an integrated multi-channel messaging approach that engages them to share their preferences regarding offers, alerts, frequency of contact and media preferences.

According to Forrester, 68% of U.S.-based business managers say their company desires to deliver a consistent, multi-channel customer experience, but only 29% have the ability to do so.

In the past, consumers have traditionally been at the mercy of whichever communication channel their brand decides to use. Today, there is a ton of research solidifying the importance of knowing a consumers’ preferred method of communication and adapting your messaging strategy to meet their needs.

Every experienced B2B marketer knows that relevance is a powerful tool in inspiring action and response from today’s consumer. Immediacy is almost always relevant, and triggered campaigns are particularly helpful for post-purchase follow ups, shopping cart abandonments, welcome emails and up-sell opportunities.

Below are two ways businesses can differentiate themselves from competitors by taking a multi-channel messaging approach to their triggered marketing campaign:

Combine Customer Knowledge with Timeliness and LocationMulti Channel Approach to Triggered Marketing Campaigns
To maximize the effectiveness of a triggered marketing campaign, businesses need to understand their customers and their activity. Understanding the time, location, preferred communication device and their communication preferences all play a key role in sending the right message at the right time.

Adapt to Changing Customer Behaviors
When you collect behavioral data over the long term, you learn enough about customers to accurately group them with others who behave and respond similarly. An ideal triggered marketing campaign is automatically generated based on a change in a subscriber's behavior using a multi-channel messaging approach.

Implementing a triggered campaign strategy requires knowledge of your target audience. Identifying customer behaviors and linking that behavior to a triggered marketing campaign combines relevance, timliness and personalized communication preferences to deliver the right message to the right person at the right time...every time.

Topics: multi-channel messaging, marketing relevance, trigger campaigns

Nurture Email Campaigns Versus Triggered Marketing Campaigns

Posted by Nina Russo on Mon, Jan 23, 2012 @ 13:01 PM

Triggered marketing campaigns and nurture campaigns can be an invaluable tool to encourage, confirm or complete a customer transaction.

What triggered marketing campaigns and nurture campaigns have in common is that they both enable businesses to send highly-relevant messages automatically based on recipient behaviors or actions.

Both are high-touch, low-resource methods for building momentum around a message and a brand. These types of email marketing campaigns have also been proven to result in higher email response rates.

But one question remains, what is the real difference between triggered marketing campaigns and nurture campaigns? Below is a breakdown of when and how each should be used:

Triggered Marketing CampaignsNurture Campaigns are email marketing campaigns sent to subscribers on a scheduled basis to help maintain contact and keep your company top of mind. At the same time, effective nurture campaigns that are targeted and highly relevant, help businesses reduce spam complains and increase email deliverability.

Trigger Marketing Campaigns are comprised of real-time email marketing campaigns that are automatically generated based on a change in a subscriber's behavior. The email messages are highly relevant to the recipients because they are based on something that the subscribers do.

There are three types of triggered marketing campaigns:

Transactional  
Based on a transaction with a specific email subscriber

Activity-Based
 Result from actions including clicks on an email link or visits to a specific landing page

Event-Based
Based on events including a birthday greetings or an offer made on the anniversary of a first purchase

The primary benefit of a triggered marketing campaign is timeliness - the ability to reach your email subscribers at a time that is most relevant to them, not one that is most convenient for you.

To check out more blog posts on triggered marketing campaigns, click here.

Topics: trigger campaigns, email marketing

Say 'Thanks' with Triggered Marketing Campaigns this Holiday Season

Posted by Nina Russo on Fri, Dec 09, 2011 @ 12:12 PM

Regardless of your specialty, the holiday season is always a great time to show your customers how much you appreciate their patronage and continued support. 

But wouldn’t it be ideal to incorporate these “thank-you-s” into your existing holiday marketing campaigns?  Triggers makes it possible.

Here are three triggered marketing ideas your business can employ to show thanks this holiday season:

1. New Customer Sign-Up:  Your aggressive holiday sales are likely to attract a spur of new revenue this season, so send a triggered message to invite newcomers to opt-in to your email marketing campaigns year-round!  This is a great and easy way to help you grow your marketing list.

2. Post-Purchase Follow-Up:  Customers appreciate a quick note thanking them for their purchase.  Automating follow-up with triggered marketing campaigns gives customers the opportunity to provide feedback or ask questions.  Also, it’s a great way to gain testimonials!

3. Shopping Cart Abandonment:  Retailers know all too well the disappointment of a purchase order abandoned at the last second.  Deploy dynamically triggered marketing campaigns that follow up with an unbeatable offer to help recover lost revenue.

Incorporating an automated follow-up within your marketing efforts this holiday season and build long-lasting customer relationships for years to come.

To learn more, check out some recent triggered marketing blog posts.

Topics: trigger campaigns, email marketing

5 Places to Promote Your Email Marketing Efforts During the Holidays

Posted by Nina Russo on Thu, Dec 01, 2011 @ 15:12 PM

Holidays provide excellent opportunities to nurture business relationships. Email marketing can be a very effective means of increasing sales, especially during the holiday and post-holiday season.

Most retailers gear up for the holidays with a plan to maximize revenue during the busiest shopping season of the year. But the savviest marketers also look at the longer term goals of their marketing strategies which include: expanding their email marketing list, receiving testimonials and gaining repeat purchases.

Step one in that process is building your email marketing list. With more visitors to your website and social media pages during the holidays, this is an ideal time to turn those visitors into subscribers of your email marketing program.

Here are 5 places to promote your email marketing program during the holidays:

WebsiteEmail Marketing Holiday Shopping
Your email campaigns likely have the highest ROI of any activity in your marketing program, so it deserves a prime piece of real estate. You should have a sign-up on every page on the site, since many visitors may be arriving to different areas of your site.

Triggered Marketing
You’ll likely be sending thousands of triggered email campaigns during the holidays, so don’t miss this opportunity to invite customers to opt in to your email marketing program.

Twitter
During the holidays, as you’re tweeting about all of your promotions and events, make sure to tease your email marketing program into your Twitter stream.

Call Center
During the holidays, call volumes increase as shoppers place orders and seek out assistance. If applicable, instruct your call center employees to ask customers if they’d like to subscribe to your email marketing program.

Direct Mail
If print is part of your holiday messaging strategy, make sure to include a teaser to your email marketing program on your print pieces.

Topics: trigger campaigns, marketing lists, social media marketing, email marketing

Triggered Email Marketing Campaigns Help Marketers Do More With Less

Posted by Nina Russo on Fri, Oct 28, 2011 @ 11:10 AM

In today’s business world, many people are taking on more responsibility throughout the work day.  

Triggered Email Marketing CampaignsWhile some marketing teams are facing cut backs and spending freezes or reductions, they still need to reach their goals which may include generating a certain number of leads.

A key strategy you can use to extend yourself without straining yourself is automating your email marketing campaigns using triggers. Here are some triggered email marketing campaign suggestions:

Transactional Messages
Transactional messages or auto-responder email marketing campaigns are some of the easiest and most beneficial campaigns to setup. The open and click-through rates are much higher for these types of emails as the web visitor has engaged with your organization and almost expect to receive something in return.


Event, Tradeshow or Webinar Campaigns
This is a fairly obvious one. When someone signs up for an event, email the event information to the registrant. To fully automate an event using triggered emails, try sending follow-up emails to attendees and “sorry we missed you” emails for those that did not make it.

Inactive Lead Campaigns
Similarly to your welcome email marketing campaign, you’ll want to customize your messaging for those contacts that have not demonstrated any recent activity to try and re-engage them.

Customer Service Surveys
Trigger a follow up email marketing campaign after a customer service ticket was closed asking for feedback.  This type of campaign can prevent issues from boiling up.

New Customer Programs
For new customers that have purchased your product or service, enter them into an email marketing campaign that introduces them to your product as well as your company. Having a triggered email marketing campaign for new customers helps people that aren’t familiar with your entire product offering get better acquainted.

It’s these types of triggered email marketing campaigns that when set up properly can produce tremendous results while minimizing staff hours.

Topics: trigger campaigns, email marketing

Relevance is Critical to Marketing Success – 3 Strategies That Help

Posted by Nina Russo on Thu, Oct 20, 2011 @ 12:10 PM

Delivering highly relevant content is critical to the success of your email marketing campaign efforts. The question remains, how can you stay relevant each and every time when there are so many uncontrollable factors that can affect your subscribers every time your email reaches their inbox?

By joining three elements, list segmentation, message content and timing, you can increase the odds that your email marketing campaign will find a receptive audience.

1. List SegmentationMarketing Relevance
The MarketingSherpa 2011 Email Marketing Benchmark Report showed more than half of B2C marketers use list segmentation for the email marketing campaigns to improve relevancy.

List segmentation prevents marketers from overwhelming subscribers with seemingly irrelevant content. Here are a few tips to improve list segmentation:

- Create Segments Based on Consistent, Long-Term Behaviors
When you collect behavioral data over the long term, you learn enough about customers to accurately group them with others who behave and respond similarly.

- Create an Inactive Audience Segment
Not all segmentation needs to be complicated. By using email analytics to turn inactive subscribers into a segment early in the process you improve your chances of re-engagement.


2. Content
Without relevant content, timing and list segmentation are meaningless.  Even if you have permission to send an email marketing campaign, people will not open it, read it or continue to stay opted-in if the information you send isn’t relevant. Here is a few tips to improve relevance with content:

- Remove ‘Boring’ from Email Content
If you’re going to stay relevant, it’s not enough to simply discuss the benefits of your product. With the rise of social media, your customers expect more than bland information. They want personality!


3. Timing
The pure meaning of marketing relevance is sending the right information to the right person at the right moment.  Not only can it transform a vague desire into a sale, it can also build loyalty. And when the timing isn’t right, even the most relevant content proves worthless. Here are a few timing tips:


- Use Triggered Campaigns
Immediacy is almost always relevant, and triggered campaigns are particularly helpful for post-purchase follow ups, shopping cart abandonments, welcome emails and up-sell opportunities.

- Optimize Send Time
Although you can’t control when and where someone gets your email marketing campaign, you can increase the probability that they’ll have the time and inclination to read it. By looking at peak email deliverability times and volume, you can better determine what time works best for your audience.

Topics: list segmentation, marketing relevance, trigger campaigns, email marketing

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