Going Beyond Deliverability in Your Email Marketing Program

Going Beyond Deliverability in Your Email Marketing Program

Deliverability is a prime statistic when assessing the success of your email marketing program. High deliverability rates are a must to ensure your message gets to the right audience, but deliverability is just the minimum standard of excellence your email marketing strategy should be geared to achieve. Think in terms of send optimization – not just reaching the right in-box, but finding it at the proper time with the most compelling message.

Defining Your Audience

Who are your most interested prospects? With send optimization, you’ll learn more about the segments of your email marketing list that produce the largest share of buyers so you can aim the lion’s share of your efforts at them. Let’s say your analytics show that leads who have opened email messages within the last 90 days are the likeliest candidates for a future buy. How do these figures compare with the statistics on recipients who have opened email within the last 180 days?

You may discover there’s not much of a drop-off, which would suggest a longer sales cycle and a need to step up efforts to connect with leads who weren’t a prominent feature in your campaigns. Conversely, you might find a steep decline that would tell you where you could scale back contact to focus your energy on the higher-yield segment.

Establishing Economic Value

When we covered the fundamentals of lead scoring, we discussed the time-sensitive nature of lead development. It does no good to contact a lead who’s just made a purchase with a discount offer or email white paper offers to a prospect who’s only begun to show casual interest. Ranking leads by expected economic value helps you optimize your email marketing program by calibrating your approach to each segment of leads.

Those who are close to sales readiness get in-depth information designed to bring them the rest of the way to making a purchase. Those who aren’t quite there yet go through customized lead nurture programs designed to get them to that point. Segmenting your email marketing audience this way will let you test frequency, ideal mailing times, and other elements of your email program to discover the optimal formulas for sending.

Testing, Testing

Optimization is very much a moving target when it comes to email deliverability. Your business email list decays at a rate of 3 percent per month, on average; in other words, at the end of a year, more than a third of your prospect data could be invalid without email hygiene and data enhancement processes to keep your list up to date. Send optimization includes regular, thorough list cleansing using rule-sets that meet your company’s specific needs.

Another reason to test: The same marketing approach won’t have the same effect in successive campaigns. What worked for audiences a year ago may feel outmoded today. You’ll need to keep up with the pace of change to keep your audience’s attention.

The capabilities of your marketing automation platform’s email marketing system far exceed what most users will ever ask of it. With send optimization, you’re able to get more from the technology, outpacing the competition and earning more business.

© Reach Marketing LLC 2017 All Rights Reserved.

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Know Your Customers

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The more you know about your customers, the better you’re able to serve them. The tricky part is that they won’t always tell you what you need to know about them to serve their needs. It isn’t that they don’t want to; even if they’re forthcoming, they don’t always know all the firmographic and demographic data that helps you deliver outstanding service. Sometimes better service comes from observing behavioral data that leads aren’t even aware of sharing.
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Using Dynamic Data Enhancement to Time Your Marketing Messages

Using Dynamic Data Enhancement to Time Your Marketing Messages

How do you connect with a moving target? That’s the essential question sellers and marketers have tried to answer for ages, and only recently has data enhancement started to provide it. You need to know who you’re targeting, where they’re headed, and critically, how quickly they’re moving – all of which data enrichment can help you figure out. Continue reading

Segmentation Mistakes You May Be Making

Segmentation Mistakes You May Be Making
When it comes to market segmentation, where do you draw your lines? Some segments are relatively easy to define based on geographical location, buying history, or lead score. Others are more complex, incorporating behavioral and contextual data to create a nuanced picture of leads. Any way you slice it, getting segmentation right is critical for maintaining relevance. Without placing leads in their appropriate segments, you could leave some of them out of the loop while failing to connect with others for whom your targeted message misses the mark. Continue reading

Building Better Buyers with Analytics

customer persona

If you could assemble buyers in a factory, your sales team’s life would be simple. One solution would fit every customer. No one would have to worry about lead nurture programs or sales/marketing integration because everyone coming to you would have identical needs.

In the real world, B2B buyers are complex – but there’s a way to simplify how you approach them. Customers may be individuals, but they share some common traits that let you group them together into market segments. With MARKETING AI®, you can take that a step further and create dynamic segments using buyer personas based on big data.

Understanding Customer Personas

Personalization is key to delivering a great user experience, but how do you fit yourself to each buyer’s needs? Customer personas are representative stand-ins for individual buyers that let you address market segments with messages that feel personally relevant to each prospect within them.

To decide on the best ways to divide your market into segments, you need meaningful data and a way to make that information instantly accessible. That’s where buyer personas come in; they act as detailed labels you attach to each market segment so you can recognize the defining characteristics of the leads who belong to that segment at a glance.

Quality and Quantity

Your marketing automation system’s analytics offer qualitative and quantitative data, and both are essential ingredients in a well-made buyer persona. Quantitative data is a “just the facts, Ma’am” look at your prospects’ vital statistics, including geographical location, company size, website traffic analytics, and other demographic details. This data is the foundation on which qualitative data rests, so it’s important to use data enhancement to keep your records complete and up to date.

Qualitative data includes all the softer details and educated guesses about your buyers, and it’s where marketing automation truly shines. By using collected information from gated content, subscriptions, surveys, and data augmentation, your MARKETING AI learns about leads’ habits and interests. The quantitative analytics you’ve collected then support and refine your qualitative insights.

What Defines Your Buyers?

It isn’t enough just to have masses of data about your buyers. If you knew they all had brown eyes, it might be a fascinating coincidence, but it wouldn’t be relevant to their buying decisions. Annual company income, on the other hand, may be highly relevant. Here’s where the detailed real-time analytics marketing automation supplies can truly shine. You and your marketing automation consultant can graph data and see important trends that speak volumes about your customers’ motivations. You might see clusters of price-conscious and service-conscious buyers that easily sort into segments, for example; with your MARKETING AI, you can dig deeper into each group and find out what else they share and then use that information to create buyer personas to represent each group.

How Many Buyer Personas Do You Need?

The point of customer personas is to make it easier to approach and connect with individual buyers by grouping them together in categories that make sense. Too many personas would add needless complexity; too few wouldn’t let you personalize your marketing campaigns finely enough. Generally, four to six personas work well for most businesses, but some B2B companies with complete ownership of their market thrive with only two or three. Others with highly diverse markets do well with more.

You can’t build buyers to suit your needs, but with thoughtfully designed buyer personas backed up with hard data, you can build a marketing program that serves your buyers’ needs.

© Reach Marketing LLC 2017 All Rights Reserved.

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What Your Marketing Database Is Trying to Tell You

Marketers and sellers have increasingly focused on how they can communicate with one another better through database integration. We recently ran a Twitter poll about sales and marketing integration to see what you thought, and the results were surprising. Only one-sixth of our respondents felt they’d achieved seamless integration, and more than half felt their sales/marketing integration was out of sync or nonexistent. Continue reading


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