AI is a buzzword in marketing right now. For marketers like you, battling these everyday challenges, it acts as a shining light at the end of the tunnel. With any luck, when it comes, AI will be the end of all your marketing woes, helping you deliver content to the right person at the right time. But, before these dreams become the reality, don’t miss a trick and let today’s potential customers pass you by; make sure you’re targeting customers with smart, data-driven automation tactics.
We’ve put together a cheatsheet outlining four top tips to help you reach the next stage of your marketing journey. Have a sneak peek here:
1) Get to know your customers
Customers’ expectations of brands are changing. They don’t want to waste their time looking at content that isn’t relevant to them. Get to know them as quickly as possible by building a preference center – the email equivalent of a handshake. By getting prospects and customers to tell you about themselves, they’re giving you a treasure trove of data to help keep your communications super-relevant.
77% of consumers expect brands to use the data in their profiles to personalize their marketing emails. In fact, they prefer it, so make the most of it!
2) Segmentation, segmentation, segmentation
Segmentation is the key to getting the right message to the right person. While it’s not a new practice, there are still many brands out there that are only employing basic segmentation tactics. With dotmailer your segmentation knows no limits. You have access to a vast number customer of insights, including behavioral web and order-based data.
When thinking about segmentation consider things like page views or order histories to create rich, sophisticated behavior-driven groups. dotmailer’s drag-and-drop segment builder makes targeting your customers easier than ever before.
Remember: Campaigns that use segmentation typically have a 50% higher click rate. There’s really no reason not to do it.
3) Extend your reach
Sadly, not every one of your subscribers will be responsive to your email marketing. But these contacts aren’t lost to you. It’s time to start exploring other channels.
90% of text messages are read within three minutes. With this extremely high level of engagement, it’s important not to overload contacts with useless content that pushes them further away from you. Enticing them with a unique discount code or free delivery is a great use of this channel to encourage conversion.
SMS is not only a channel for unresponsive customers though. Transactional communications are a perfect way to remind customers that you’re thinking about how to make things simpler for them, such as letting them know when to expect a delivery. When you’re being helpful your customers are going to have a much better experience.
4) Bring them back into the fold
Re-targeting is an essential tactic in today’s digital age. These customers have already expressed an interest in your brand. Half the battle is over. Websites alone have an average conversion rate of 2%, re-targeting gives brands a second chance to convert the remaining 98%. By keeping an eye on abandoned carts and abandoned browses, you can target customers with super-relevant content and making them 70% more likely to convert.
Through dotmailer, contacts can be auto-added to Google AdWords and Facebook Audience campaigns.
To find out more about bringing all these tips together into perfectly automated campaigns download the cheatsheet now.
Want to know more? Register today for our next #dotlive
Join us on Wednesday 18 July and learn how perfecting your marketing automation tactics can bring you closer to incorporating AI into your marketing strategy.