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January 2010 Newsletter |
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Happy New Year!
With our focus on the positive signals indicating this recession is starting to turn around, our team has hit the ground running to make 2010 a record breaking year! 2009 was hard on everyone, but studies show dropping a marketing budget can prove detrimental to a company. We are here to help make sure your marketing dollars are well spent and generate big results.
With our award-winning WebLaunch platform you can manage email, fax, voice broadcasting and SMS text messaging campaigns. Our message personalization tools coupled with the ability to segment your list ensures you send targeted, personal emails that are more likely to be opened, clicked on, convert and so on.
The triggering functionality for which we won the DMA award enables marketers to automate their follow-up process based on the recipients response to an initial message or trigger based upon their online behaviors. This level of automation not only alleviates valuable resources but also optimizes your customer and prospect interactions for maximum conversions.
Lastly I’d like to invite you to get out of the cold and join us in Miami from January 20-22. Come along to Marketing Sherpa’s 2010 Email Summit, we will be exhibiting at Booth #3. It would be great to show you all of the exciting and innovative initiatives we have planned in person!
Best Wishes,
Sarah Hodkinson
Marketing Director
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Providing a 360 Degree View of the Customer
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On behalf of BLI Messaging and our sister company, OpenBox Technologies (CRM, campaign & data management applications) we would like to invite you to take part in the following survey from the Aberdeen Group. The “Providing a 360° View of the Customer: Better Service - Higher Sales” benchmark study will assess adoption of services and technologies that impact customer retention and sales force productivity against peers and Best-in-Class companies.
Click here to take part and thanks in advance!
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Closed Loop Marketing - Analyzing Beyond the Click |
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Most marketers send out an email campaign and report on open and click-through information – but do you really know how successful your campaign was? The concept of closed loop marketing combines this initial step of gathering basic open and click-through data and appends web analytics to the equation. Web analytics allows you to see what a visitor does when they are on your web site. Moreover, by creating web site action goals (eg. Contact form submission, view demo, etc) and engagement thresholds (eg. Time on site) you can measure performance against behaviors that act as indicators of sales.
By combining email metrics with post-click online activity one can achieve a complete view of your campaigns. You will be able to directly relate sales back to originating campaigns and derive a true ROI figure. You can also see how marketing channels other than email fare in driving traffic to your site.
By analyzing each step in the process you can determine where your marketing needs tweaking.
- Poor open rate = poor subject title or recipient failed to recognize the originators email address
- Poor click through rate = need a stronger call to action or better qualified recipients to send to
- High web site bounce rate = your site is not engaging your visitors
Utilizing the intelligence yielded by the web analytics to form future campaigns is essential in closed loop marketing. Triggering follow-up messages based upon online behaviors and responses to previous campaigns will be a focus for many marketers in 2010. Get ahead of the curve and close the loop – contact us today for more info.
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