What do ya know?
It’s logical to think that the more targeted you are with your eMail marketing campaigns, the higher the open rate and overall engagement will be with the eMail recipient. You would be surprised to know the number of eMail marketers that still continue to send large volume campaigns versus targeted campaigns. Why? Maybe there is a lack of business intelligence to make content more relevant for each subscriber. Maybe it requires less thought or less demand on internal resources. Whatever the reason may be, money is being thrown away when you pay for eMails that end up deleted or bulk-boxed.
Business Intelligence
Do you know anything other than the first name, last name and eMail address of the people you are trying to get to open your eMails? Do you know what type of content makes them more engaged with your organization?
All of the tools to collect this information, you have had all along with your HighRoad account. If you want to collect information about message behaviors to learn more about your members or subscribers, there is no better time than to start now or increase existing efforts.
Remember that segments can represent not only lists you send eMails to, but they can also represent behaviors or attributes about your members or subscribers. Leveraging the segment clickers features available in the message creation process will let you put eMail recipients into a segment that you know click-through to particular links and are interested in that subject matter. If certain eMails are opened by members or subscribers that contain particular subject matter you can do a custom search and fill a new or existing static segment with those subscribers.
You could also create segments that represent answers to questions and use the sign-up widget creator features located under Subscribers>Sign-Up Widget on your HighRoad account’s primary navigation bar. Place the code created by the Sign-Up Widget on your site to automatically add entries into a static segment for use now or a campaign in the near future.
For example:
Hitting the Nail on the Head
Sending large volume eMails with general content is a waste of money and your resources. Be strategic and gather the business intelligence and put it to use by leveraging the Dynamic Content features you already have access to in your HighRoad Account.
