Wednesday, September 30, 2009
Categorized | E-mail Best Practices, Engagement
How to Create Engagement?
Posted by Sundeep Kapur | Wednesday, September 30, 2009
Yesterday we spoke about engagement and the need to connect with the consumers interests. Here is a little more information on the five tips for engagement.
Improved Segmentation – Put people into segments or categories that they have an interest in. If you haven’t captured their preferences, track what they are doing so you don’t have to throw everyone under the same ‘campaign bus.’
Active Subject Lines – Ask people questions or lead them someplace. Use intrigue and not deception, track what they do (reverse preferences) and leverage this information back into your campaigns. Here are some subject lines that have worked well, but use these to create your own.
Make the Personalization Real – Name calling, personalized URL’s, emails from the president might all look cool to marketers but they do very little to drive effective results. The recipient knows that these are not real and therefore not really relevant. You can use historical information or real time information across channel to achieve effective personalization. Watch what they do, and respond accordingly.
Track your numbers – You need to work these effectively. If people are not paying attention to what you send them you need to stop those campaigns or even stop including all the extra information that they do not read. Your open rates tell you about interest in your campaigns, clicks tell you about further interest, and conversion tells you about ultimate interest. Un-subscribes on certain campaigns tell you how the overall campaign may have been perceived – it is not just about the individual un-subscribing.
Create Interactive Conversations – Learn to engage across channel. You have to join the conversation and not just force your opinion onto the customer. A dialogue is beneficial to you as it tells you what the recipient wants and allows you to make your follow up campaigns more effective.
Improved Segmentation – Put people into segments or categories that they have an interest in. If you haven’t captured their preferences, track what they are doing so you don’t have to throw everyone under the same ‘campaign bus.’
Active Subject Lines – Ask people questions or lead them someplace. Use intrigue and not deception, track what they do (reverse preferences) and leverage this information back into your campaigns. Here are some subject lines that have worked well, but use these to create your own.
Make the Personalization Real – Name calling, personalized URL’s, emails from the president might all look cool to marketers but they do very little to drive effective results. The recipient knows that these are not real and therefore not really relevant. You can use historical information or real time information across channel to achieve effective personalization. Watch what they do, and respond accordingly.
Track your numbers – You need to work these effectively. If people are not paying attention to what you send them you need to stop those campaigns or even stop including all the extra information that they do not read. Your open rates tell you about interest in your campaigns, clicks tell you about further interest, and conversion tells you about ultimate interest. Un-subscribes on certain campaigns tell you how the overall campaign may have been perceived – it is not just about the individual un-subscribing.
Create Interactive Conversations – Learn to engage across channel. You have to join the conversation and not just force your opinion onto the customer. A dialogue is beneficial to you as it tells you what the recipient wants and allows you to make your follow up campaigns more effective.
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