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Mail marketing
B2B Magazine 2010 Outlook Survey - Nov 2009
marketing campaigns, and driving Step 2: Manage Customer
conversations via new social media Data Effectively
and technology channels. As the breadth, volume and complexity
of data have exploded over the past
But email marketing is not just about decade, data management has become
sending emails. The process has many a well-known challenge for direct
moving parts that must be well- marketers. Having the right data
integrated in order to provide a content- available to help target customers and
rich experience for customers and present optimal offers is one of the best
prospects. Marketers need to manage ways for an organization to accelerate
customer and prospect lists respectfully its marketing efforts, and in order to
and create well-targeted campaigns to prepare data for email distribution, it
ensure that messages will be delivered must be gathered from the multiple
and not disappear into spam filters. sources and scrubbed to ensure ongoing
Campaign responses must be carefully accuracy and compliance.
monitored in order to evolve content
and offers for follow-up campaigns.
Gathering customer data: In most
businesses, multiple departments
Many email solutions can be used to
gather and manage customer data,
send messages, but unless the recipient
often working in silos. Many online
opens the email, engages, and takes
marketing tools limit the amount
action, the campaign will not yield
and type of customer data that can
results. A successful email marketing
be referenced. But in reality, deep
campaign requires a diligent and
data should be drawn from multiple
thoughtful approach to the entire
channels such as offline connections,
email marketing process. Following
email response, form and survey data
the ten best practices outlined in
and company website browsing history.
this paper will help improve overall
Powerful new software tools can help
email marketing effectiveness, while
compile and track insights from all
navigating the quickly-changing online
existing corporate data assets as well
media landscape.
as create highly customized content
and interactive experiences based
Step 1: Establish a Single on a complete transactional history
Marketing Platform for each customer.
Thanks to the marketing revolution,
the days of “batch and blast” emails Scrubbing data: Marketing programs
are gone. Instead, companies are now will not succeed unless customer data
focusing on generating measurable is clean and in compliance with global
marketing ROI. Using a single source government-regulated opt-in policies.
or platform to manage email marketing This process includes:
processes enables better and faster
>> Checking for bad email addresses
campaign management, with more
(including typos such as
predictable outcomes. Conversely, to name@yhaoo.com)
use disparate systems invites errors.
>> Tracking opt-in permissions
Using a single marketing platform
>> Learning about your customers
enables automated dialogs and through their behaviors and responses
nurturing campaigns that target the to your campaigns (building a profile)
right person with the right offer at the
right time in the buyer’s lifecycle.
>> Ensuring that email addresses are prospect data, start building a positive,
valid so you can avoid sending to trust-based relationship by shoring up
accounts included in lists that are options for opt-in, permissions, delivery
designed to trap emails as spam preferences and privacy: