| Email is one of the most valuable and effective | | | | developing and publishing on your site to attract |
| tools in the online marketing arsenal to not only | | | | an increased amount of traffic through search |
| target the purchasing power of your e-mail list, | | | | engine marketing. |
| but also to develop content for your search | | | | Personalization and relevance are the Holy Grail of |
| engine marketing strategic planning. While its | | | | email marketing, and today's dynamic social media |
| return on investment (ROI) has been traditionally | | | | environment is only raising the stakes for email |
| strong, email marketing needs to evolve to meet | | | | marketers to cultivate customer-centric |
| growing customer demand for relevance and | | | | conversations. Marketers are challenged to |
| personalization. | | | | introduce relevance and personalization into email |
| Beyond satisfying discriminating subscribers, email | | | | communications and other touch points, such as |
| personalization enables you to improve your | | | | web sites, online advertising, call centers, and |
| bottom line by delivering relevant communications | | | | social media pages. A variety of factors makes it |
| to browsers who did not purchase, shopping cart | | | | difficult for many email marketing organizations to |
| abandoners, purchasers for cross sell and up sell, | | | | respond to the personalization imperative: |
| and your highest value customers. | | | | - Lack of comprehensive customer data and |
| Determining how your company can develop its | | | | analytics. Not all email marketing programs are |
| personalization initiatives by capturing and | | | | driven by analytic databases that track customer |
| leveraging the rich data that customers generate | | | | activity across multiple online and offline channels, |
| through profile registrations on your side, web site | | | | a prerequisite for optimal personalization and to |
| browsing and purchasing, social media interactions, | | | | most effectively retarget browsers and |
| and activity in offline channels, will dictate the true | | | | abandoners. |
| power of your search engine marketing initiatives | | | | - Underfunded and overworked. Email marketing |
| and e-mail marketing in general. These provide | | | | groups are frequently run by small, overworked |
| insight into how a renewed focus on audience | | | | teams, and also tasked with new campaigns if an |
| segmentation and email personalization can help | | | | organization offloads costly paid search or display |
| you: | | | | advertising campaigns to less expensive email. |
| - Increase click-through and conversions | | | | - Tactics at the expense of strategy. Email and |
| - Improve sales and revenues | | | | search engine marketers are often consumed by |
| - Enhance retargeting and cross sell | | | | tactical day-to-day complexities and managing |
| - Smartly blend social media and email marketing | | | | email service provider (ESP) relationships; a lack of |
| - Strengthen customer loyalty and satisfaction | | | | executive support and an integrated online |
| The Pursuit of Personalization | | | | marketing platform make it difficult to elevate |
| Customers' needs are changing. Email marketing | | | | email marketing to a more strategic level. |
| needs to change along with them. Personalization | | | | - Limited interoperability with complementary |
| develops a two-way engagement with customers. | | | | programs. Limited or non-existent interoperability |
| Consumers increasingly expect relevance in the | | | | between email marketing software and solutions |
| emails they receive from companies; they want | | | | for product recommendations, real-time web site |
| offers and content that appeal to their interests | | | | tracking, and customer data management costs |
| and preferences. They like to be recognized, | | | | opportunities to target customers with relevant |
| catered to-when this happens, they are more | | | | emails. |
| likely to buy. This not only goes for e-mail | | | | Do you want to learn more about how I drive |
| marketing but also keyword rich content you are | | | | evergreen traffic? |