The world we live in today is filled with a lot of noise and because of this, we have all grown accustomed to expecting everything to be on-demand and customized to our liking. The same goes for email. It is not good enough to “batch and blast;" you need to customize the content and timing to achieve relevancy and success.
Utilizing integration can lead to not just a change in your analytics for the better, but it will also improve data integrity. Creating an integrated marketing strategy will take your marketing from good to great! Integration can help you achieve relevancy, engagement, and data integrity.
Relevancy
Creating messages that are of personal relevance to the recipient is essential to them opening and taking action on it. To do this, you need to send the right message, to the right person at the right time. Using data that is already in your database to segment specific stories to individual audiences in combination with your email analytics will allow you to achieve relevancy. One report to look at would be where your highest engagement levels have been at certain times of day and schedule around that time.
Engagement
Achieving relevancy is one thing, but the next step is to ensure the recipient takes action on the email. This relies on sending an email that is relevant and at a time in which they are more likely to take action on it. Implementing an automated campaign, which can be achieved relatively easily, can improve efficiencies while also improving your engagement levels. Utilizing a seamless integration between your email software and your database, you will be able to set up triggers that will send out an email based on an action a recipient took, either transactional or because they clicked on a certain link, or based on time, such as new subscriber engagement campaigns. This not only delivers a message to the recipient directly based on what they just did, but it does so in a timely manner when they are already engaged with you.
Data Integrity
Automation is not just for outgoing emails; it can be used to improve your data. With a seamless integration, real-time write backs from your email analytics to your database and vice versa, is possible. Storing all of your information in one system is key to improving data integrity and customer service. Once someone unsubscribes, it is marked immediately in their profile and will not mistakenly be pulled again; when a subscriber calls to order a product and the staff member notices that their email address was a bad one based on the past few emails sent, they can update it right on the spot.
This article just touches on the surface of the powerful results that can be achieved with integrated email. For more information on this topic, join us for our webinar, What We Learned from Sending 685,163,990 Emails Last Year on Tuesday, April 19th at 2pm.
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