Dynamic Content:
Why the Days of Batch and Blast Email are Over
By Ali Sales, Internet Marketing Manager, ExactTarget
Featuring Case Studies with Scotts Lawn Care, Nexus Energy Group, and Ice Miller Law Firm
Introduction
What happened to the days of simplistic email? When an email message promoting a $5 discount generated open rates of 70% and click-through rates of 50%? Back in the “old days,” organizations using email as a marketing and / or communication tool were coasting. A generic email message sent to thousands of subscribers resulted in response rates that no other medium had achieved. And then…
Email became too easy. Everyone began to “batch and blast” emails to their customers and prospects – and in an age where over 62% of email is spam (source: BrightMail), speaking to each customer in a relevant and personalized manner has never been more important. Finding the correct tools to do so is essential.
Any organization familiar with email and email marketing has heard the endless benefits of relevancy and personalization: stronger customer and prospect relationships, higher email open rates and click-through rates, increased sales and ROI. But how are organizations successfully following through on their mission to provide subscribers with relevant email content? And what are the upcoming challenges marketers must be ready to adapt to when managing and developing targeted messages?
This whitepaper will take an in-depth look into the world of Dynamic Content, with special focus on organizations who are capitalizing on its benefits to reach success. From Scott’s Lawn Care to Nexus Energy Group, organizations are mastering one-to-one relationships with their clients and prospects. The following will explain how Dynamic Content has been instrumental in their success.
Part I: Batch ‘n Blast is Behind Us
Relevancy Beats Frequency
Email is unique. Unlike other traditional mediums, email – when used properly – is primarily about permission. And when the agreement between a customer or prospect and an organization is present, value and relevancy outweigh all other elements. Including frequency.
Organizations that send their subscribers dozens of irrelevant messages in attempt to “keep in front of them” are missing the big picture. Regardless of whether a subscriber is expecting special discounts, information, or advice, the point is that they are expecting something of value to them. Given the choice of a daily communication promoting products and services of little relevance to a subscriber’s needs and preferences, or a weekly, highly targeted newsletter including content related to a subscriber’s personal profile, which will most choose? The answer is obvious.
Successful organizations do not push the information or products that they want to convey onto their subscribers. Instead, they pay attention to their subscriber’s needs, preferences, and behavior – and send messages in tune with what their subscribers want. Continued on page 2
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