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In the
Zone
10 Tips for Delivering
the Right Message
at the
Right TimeSilverpop Tweet This!
In the Zone: 10 Tips for Delivering
the Right Message at the Right Time
or marketers, delivering the right message Collect user preferences via surveys, forms and progressive profiling.at the right time has never been more F Moving forward, the best marketers will be the best important-or trickier. For starters, cluttered listeners, so invite your customers and prospects to inboxes are making it harder for your emails 1t ell you about themselves through surveys and Web forms. To make the process more inviting and less intimidating, consider to stand out. And customers and prospects, offering an incentive such as free shipping or a free download overloaded by thousands of advertising and in exchange for answering your questions.marketing messages per day, have learned to tune Don't overwhelm people by asking them for their entire life history right off the bat. Instead, use progressive profiling out messages that are irrelevant, unhelpful or just to ask a few questions each time a contact fills out a form, plain boring. gradually collecting data as you build the relationship. Make sure to prepopulate any progressive Web form fields Getting noticed and opened is only part of the with information you've already gathered, and ask the most battle, though. At the end of the day, it's all about important questions-the ones you'll need to deliver relevant content-first. For example, an outdoor sports retailer might conversions. And key to turning email messages capture gender (apparel style), birth date (birthday program, into revenue generators is delivering the right styles), location and sporting interests/preferences. In general, asking a few questions at a time will strike a happy medium message (targeted, relevant and engaging) at the between collecting critical information and asking contacts to right time (when the buyer is ready to take action). fill out a long, tedious form, risking abandonment before the transaction is complete. Fortunately, with innovative tools and carefully planned strategy, you can improve your odds of SUCCESS STORY: Thai Airways International, which flies providing the content your customers are looking to more than 70 destinations worldwide, wanted to increase for-at the time they're looking for it. the information in its customer database so it could send more relevant messages. To update current contact details and collect Here are 10 tips for expanding your behavioral email preferences and demographic information, it sent an email knowledge base, shaping your content and offering contacts in its existing database a chance to win a free trip for two to a select European city. Via the email, Thai Airways leveraging timing so you deliver the ideal message led its contacts to a prepopulated Web form, created using at the perfect moment, plus real-life examples of Silverpop Landing Pages, and used the free trip promotion to how companies have made it happen: entice them to provide additional preference details. The email had an open rate of 61 percent and resulted in 1 in 5 contacts updating their information.
www.silverpop.com ? 2In the Zone: 10 Tips for Delivering the Right Message at the Right Time Tweet This!
Develop a robust preference center that Measure and monitor user behaviors. empowers subscribers. Actions often speak louder than words, so it's During the course of your relationship with important to collect implicit data-actual customer customers and prospects, their interests may change. and prospect behaviors such as whether a contact Give them an outlet for telling you about these shifts by opens your email and clicks on a link-in addition to explicit d2eveloping a comprehensive preference center that lets them d3ata, whic h is information provided by the contact, such as alter the frequency with which you communicate with them company size, geographic location, personal interests, etc. (e.g. monthly, weekly or daily) and the channels through which That means that instead of focusing your energy on shouting you talk to them (e.g. email, SMS, Twitter, etc.). generic marketing messages at your subscribers, you should Your preference center should also allow them to change their consider paying more attention to what your prospects and personal interests and list ... [download for more]
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