webinar: talk don't shout: conversational email marketing
TRANSCRIPT
Talk Don’t Shout: Conversational Email Marketing
By Wired Marketing
Table of contents• Introduction – Conversational Email Marketing• Stage 1 – The facts• Stage 2 – How it’s done• Stage 3 – The benefits • Stage 4 – The tools you will need• Conclusion
Talk Don’t Shout: Conversational Email MarketingThrough this presentation, we will look at why it is important to create a bond with your clients and customers through conversational email marketing campaigns.
We will be explaining:• How you can avoid directly selling to your audience • How to instead create a personal relationship• How to ensure your company’s voice is heard and respected by
both customers and clients.
Stage 1 – The Facts• Emails sent with personalised subject lines, including either first name, surname, or
another UID were 7% more likely to be opened than emails sent with blanket subject lines. (1)
• 42% of UK Marketers are personalising based on behavioural data, like past or abandoned purchase.
• 86% of UK brands are currently personalising their communications to some extent.
• 74% of consumers get frustrated when website content appears that has nothing to do with their interests. (2)
Sources: (1) http://www.experian.co.uk/blogs/latest-thinking/top-marketing-statistics-2015/(2) http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-
irrelevant-content-on-favorite-websites-according-to-janrain-study/
Stage 1 – The Facts
The days of batch and blast are over. This is an ineffective technique and leaves senders unable to connect with the intended target audience, due to a lack of engagement and personalisation.
Marketers are entering in to a relationship with customers and can now provide a much more engaging and thought provoking conversational experience, rather than pushing the business onto contacts to maximise sales.
Stage 2 – How it’s done• Don’t assume ask Avoid using batch email marketing as it is ineffective and lacks personalisation. Instead ask your contacts to find out what they need from you.
Stage 2 – How it’s done• Optimise for mobile usage We live within a modern world and technology is now easily accessible. Marketing must be sophisticated and available on the move.
Stage 2 – How it’s done• Let the conversation flowUsing an email service provider, you should track the time an individual opens your messages. Applying this data, you should then customise the time you send out future email to that specific individual.
Stage 2 – How it’s done• Create an individual experienceUsing pre-set automation procedures allows customers to have a one to one experience that reflects an organic free flowing conversation. This enables you to know your customer’s preferences through monitoring channel movement and involvement.
Stage 2 – How it’s done• Dynamic content Use dynamic content which is creative and personal to the individual, keeping the recipient engaged.
Stage 3 - The benefits Sending out content which is relatable to the receiver will:
Optimise sales as products and information that are personal and interesting to the individual;
Project a personal and intimate company ethos; And, align social channels enabling outputs to be consistent.
Stage 3 - The benefits Using automation and personalisation to create conversational email marketing allows you to:
• Change the way the audience sees your business• Increase the attention of the receiver• Maximise your campaign success due to relevancy• And, optimise sales as products and information that are personal and
interesting to the individual.
Stage 3 - The benefits Whilst also enabling you to:
• Avoiding mass marketing and spam emailing• Know your customer and create a positive and personal experience• Portray your business ethos as personal and values• Receive data which allow you to be direct• Know want your customers want and needs• And be very time and cost effective.
Stage 4 – The tools you will needUsing triggers, you can create automatic responses dependant on the channel movement of an individual. So if a prospect does something which is meaningful on your social channels, website or even offline the trigger allows you to respond at the relevant time.
Automation allows your customers to feel that their needs and opinions matter and they are being respected, whilst keeping the information you send relevant and flowing in a responsive conversational manner.
Stage 4 – The tools you will needWhen using automation and segmentation, you are able to create the perfect marketing strategy to entice your audience and keep them engaged.
Stage 4 – The tools you will needKeeping your prospects active helps you to drive their purchasing decisions, whilst tracking any movement and engagement allowing you to suggest products that are similar to previous purchases or previous viewed items.
Stage 4 – The tools you will needWe believe to create a conversational marketing strategy you will need an ESP that allows:
• Segmentation• Personalisation• Mobile Response• Reports• Automation
Conclusion
Conversational email marketing is used to create organic real-time,
engagement focused campaigns. Through tools such as dynamic content we
can send campaigns that are personalised to the individual consumer and by
automating emails we can react to online behaviour and our contacts
activities.
This allows us as marketers to capture the attention of the recipient whilst
gathering data and driving our marketing forward to ensure our business is
successful.
