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Using Personalization to Amplify Media and Email Marketing Campaigns
Marketing teams invest heavily in email deployments and digital media buys. From building creative to choosing targeting parameters and setting up A/B tests for subject lines and ad copy, the bulk of this investment is spent with one goal in mind: drive clicks. With a hyperfocus on CTR as the magic metric of success, investment often—unfortunately—doesn’t support ongoing, personalized brand experiences after an initial touchpoint.
It’s a huge missed opportunity for marketers. Investing in personalized experiences post-click helps build brand love and drive potential customers down the funnel.
Combine These Two Marketing Strategies for a More Impactful Customer Experience
Marketing teams are inundated everyday with scary statistics about subpar digital experiences and wasted marketing dollars. Often, the answer to these issues is to personalize or optimize content on your online channels. But what do these two strategies really mean? When should one be used over the other? Or are personalization and optimization complementary strategies meant to be used together?
Our take: Personalization and optimization are the new peanut butter and jelly. Together they help destination marketers succeed in this new era of customer experience.
Many companies are eager to begin personalizing content on websites, email newsletters, digital marketing channels and more. But before you jump into campaign creation and management, set yourself up for success by following a few simple guidelines. If you're considering implementing personalization into your digital marketing strategy, let us know- we'd love to help!
I recently attended the Email Evolution Conference in New Orleans, Louisiana. The conference brought together hundreds of experts in all aspects of email marketing — from content development to deliverability to SPAM compliance and more. Together, we explored the complexities of people-based marketing, the consequences of a bad email capture form, and the joys of marching in a traditional New Orleans second line parade. Needless to say, we covered it all.
Below, five key takeaways from the experts in email.