Optimize Interactive Email Marketing
The power of dialogue.
In today’s world of online marketing, email is a vital tool for building lasting and profitable customer relationships. According to the Direct Marketing Association, email marketing still brings a $57 return for every dollar spent.
How do you maximize the effectiveness of your email marketing?
A smart strategy consists of:
• Establishing segments of interest
• Providing valuable and meaningful content for those segments
• Implementing email communication tools that capture response and activity
• Responding appropriately to further the conversation
• Employing listening skills that assist you in continuously tuning your email initiatives
Genoo makes this kind of targeted communication possible, even if you have staff limitations.
Establish drip email campaigns based on interest and activity
Your email messages and associated links should build momentum with your leads. You might think this will take up a lot of your time. What if it didn’t?
Imagine being able to create the profiles of the types of people you'd like to receive a particular set of messages based upon their activity and response to an initial campaign or event (like they completed a form at the site when they downloaded a particular white paper or eBook). You can establish the different follow-up emails and content based upon activities.
For example, you can automate the sending of a specific email to a prospect when they’ve viewed a certain page of your website or downloaded a white paper. Then follow on with other targeted, automated emails based on that lead's activity profile.
That’s the beauty of “drip” campaigns – you can set them up and let them go. When you get a minute, check response for indications of how you can improve them. By optimizing your interactive email programs, you don’t need to spend a lot of time in execution.
Free yourself up to listen more and create new relevant content and messages.
Segment - build relationships
Resist the desire to “batch and blast” – that is, send a one-size-fits-all email to everyone on your list assuming they are all interested in the same thing.
Email is a dialogue; your prospects can tell you all you need to know in order to delight them if you’re listening and can respond appropriately. When you have integrated online marketing tools, instead of cobbled-together stand-alone capabilities, the information you capture about each lead becomes a vital source of rich segmenting information.
Now you can answer these questions about your leads to determine segmentation:
• What emails have they received?
• How did they respond?
• How many times has the lead visited your site?
• What content/pages have they viewed?
• Which whitepapers or eBooks have they downloaded?
• How much of this activity has been in the last 30 or 60 days?
The active segmenting tools available with Genoo, will enable you to ask and answer these questions. You're empowered to create dynamic segment profiles, and establish email campaigns based upon demographic data. You'll know about user activity and specific interests so you can easily target and segment your list. This makes it easy to listen, learn, tweak and send ever more relevant messages to your leads.
The bottom line? Genoo makes email marketing a breeze!
Combine Interest Profiles and Active Segmenting with your email messaging. Now you can implement true lead nurturing programs. Together with Genoo’s Microsite, Search Engine Optimization, Lead Capture, and Nurturing capabilities, you’ve got a winning online marketing combination – and no more IT delays or dependencies to worry about, because Genoo doesn’t require any involvement from your IT staff.
Genoo makes implementing online marketing strategies easier than ever!
