The article I am writing the excerpt for is from Econsultancy about Email Marketing, a subject that we just covered int the class.
Here are the main 4 key steps for marketers that need to employ for reaching an increase in the relevance of their email marketing campaigns:
1)Brainstorming:
brainstorm with the people of the team and the business to ask their opinion about the nature of relevance, what does that mean in this specific business. based on the differences in nature of a business the definition of relevance could also differ.
2)Working with the database team:
Having made a good collaboration with the database team, we can look for more useful data to make our email more relevant; meaning that we can apply demographics information available in the database to build up a better customer targeting. This collaborations is twofold. For marketers to get those info from the database people, and for database people to see what kind of data to collect.
3)Using data to make it more relevant:
By data we mean important measures and metrics that we can collect an use for improving the relevance, such as demographic information explained above, timestamped information, purchase behavior, or pure behavioral and user experience data.
4)Make data available to the email marketing:
In this step we have to take action and make use of what we've done in the previous sections.
Interestingly the data could be dynamically used for every single specific important targets if well collected.
Looking at these steps, I found that what might be the most important thing is how to collect and munge the data, and how much effort is needed to collect the data. Do we need to highlight the importance of big data, or its cost for reaching information about user behaviors?
source:
http://econsultancy.com/us/blog/11063-four-key-steps-to-achieving-relevance-in-email-marketing
Here are the main 4 key steps for marketers that need to employ for reaching an increase in the relevance of their email marketing campaigns:
1)Brainstorming:
brainstorm with the people of the team and the business to ask their opinion about the nature of relevance, what does that mean in this specific business. based on the differences in nature of a business the definition of relevance could also differ.
2)Working with the database team:
Having made a good collaboration with the database team, we can look for more useful data to make our email more relevant; meaning that we can apply demographics information available in the database to build up a better customer targeting. This collaborations is twofold. For marketers to get those info from the database people, and for database people to see what kind of data to collect.
3)Using data to make it more relevant:
By data we mean important measures and metrics that we can collect an use for improving the relevance, such as demographic information explained above, timestamped information, purchase behavior, or pure behavioral and user experience data.
4)Make data available to the email marketing:
In this step we have to take action and make use of what we've done in the previous sections.
Interestingly the data could be dynamically used for every single specific important targets if well collected.
Looking at these steps, I found that what might be the most important thing is how to collect and munge the data, and how much effort is needed to collect the data. Do we need to highlight the importance of big data, or its cost for reaching information about user behaviors?
source:
http://econsultancy.com/us/blog/11063-four-key-steps-to-achieving-relevance-in-email-marketing
Thanks for sharing, I will bookmark and be back again
ReplyDeleteSAP Consultancy UK