Engagement Marketing Solutions
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7New Email Marketing TacticsYou
to Use in
ooking for a marketing edge to pull you ahead of the competition next year?Well, if you’re planning on the same old, lame and cold email campaign, forget it.
With the growth of email marketing ooding inboxes, the pressure has never been greaterto deliver highly compelling and creative communications programs. With more companiessending out more emails, you’ve got to do more to position your program above thecompetitive fray.Here are seven email marketing tactics that will help you better engage customers anddrive revenue in 2010.
1. Customer Reviews
Consumers today are placing increased value on user-generated content,often trusting their peers’ opinions over advertising when making purchasedecisions.
For email marketers, this provides a golden opportunity toincrease engagement by including customer product reviews, making yourmessaging both relevant and persuasive. And a Forrester report showedthat email marketers who segment using product review content and Webbehavior are four to six times more effective than blasters.
To build up your database of user-generated reviews, set up an automatedtrigger that sends a message requesting a product review one or twoweeks after a purchase. You can then populate personalized emails withthese reviews according to each recipient’s interests or purchase history,resulting in messages that are more targeted and engaging to recipients.Courting customers to offer reviews can also help increase brand loyalty.Consider rewarding top contributors by giving them “superstar reviewer”status or delivering sneak peeks at new products. Not only will you encour-age these customers to generate even more content, you’ll also be creatingan army of brand advocates to help spread your message far and wide.
“With Silverpop, we can easily provide customers information about the products they are most interested in. What marketer wouldn’t love that?”
– Jamey Maki, Internet marketing manager, Golfsmith
2. Social Sharing
Social network sites like Facebook, Twitter and LinkedIn have changedthe way people interact with friends. And they’ve also shifted the relation-ship between companies and their customers. With four out of 10 socialnetwork participants using these sites to gather product information andrecommendations,
savvy engagement marketers use this new medium toconnect more strongly with customers.Much like successful email marketing requires more effort than blastingaway at your customer list, getting your recipients to share your emailson social sites requires more effort than just dropping icons into yourmessage template. For starters, you’ll need to educate your readers abouthow and why they should share your content. Feature your social-sharingoption in your welcome messages. Devote prime space in your regularmailings to highlight the location and use of your sharing icons or links. As with other aspects of email marketing, testing is key. That’s becausewhile some of the best practices of email marketing still work when encour-aging recipients to post messages on social sites, there are differences andnuances in what generates the highest results. Since the social medium isstill so new, the various best practices are still emerging and have yet to beagreed upon. So experiment with the placement of social network links inyour messages (top, middle or bottom), what social networks you link to andhow many social network links you include in your messages.
Case Study: National Express East Coast
National Express East Coast, one of the world’sleading international public transport groups, wantedto signicantly bolster its viral marketing activities andengage new customers. By placing social network links in its emails, it was able to reach a whole newset of customers.“In a recent ‘one-way fares’ campaign, hundreds of customers sharedthe offer on their social networking pages on Digg, Facebook andMySpace,” said Sara Borland, brand communications manager, NationalExpress Group. “Of those who posted the link, 17 percent had at leastone open of the post, and 33 percent who opened a post then clicked.These are people we may never have reached otherwise.”