Email Marketing: Time to Kick off the Training Wheels

So you have the email newsletter in place, you have the website with Webtrends or another metric device, e-commerce, lead capture and an autoresponder or two that thanks them for the purchase, download or registration. That is a good start. What is your next step?

In using the emailROI platform you have the ability to gather more data than you might think you can ever use, right? But you can get not only read and click behavior, but up to 75 other data aspects about this lead or customer.

And it does not stop there. In using the eROITracks system you can measure conversion rates from the emails (we have had this in place for over 2 years) and user paths through your website. With this data you can build segmented lists, dynamically populate emails by text data or even better with HTML creative based on the past user behavior and purchase down to the individual.

Now all this sounds pretty cool, but are you ready to kick off the training wheels of that Schwinn and take off down the path to higher ROI? I hope so.

So here is an example for the holiday season:
Visit your favorite online retailer from the email they sent you today with those last minute ideas that will allow you to cross those last remaining people off your lists. You click on the ad for the jade charm bracelet for your significant other. You move through to the cart and buy. Along the way you also looked at the matching earing set, but did not add that to the purchase.

As a marketer, you loved the sale from the campaign and know that there are 10 days left to ship for this season. (That is right only 10 days left folks.) So you know you need to move fast. Your system sends the thank you trigger out, but since you were on top of it this season, you had a dymanic content cross sell box added to the top right hand corner. And Voila, they get a last ditch offer on the matching set to the order or any other product you might have associated with that product, with a incentive to get it and add it to the order before it ships. And all of this, since you use emailroi, can be purchased straight from the email with the emailROI Secure (https) option to make a transaction from the email.

Just some food for thought and hoping that you can understand how you can add to the campaigns you are running in 2005. It just takes a little foresight, planning and the emailROI platform (shameless plug).