5 Ways to Influence Your Subscribers with Relevant Content

Business.com / Customers / Last Modified: February 28, 2018
Photo credit: Keepsmiling4u/Shutterstock

Customer and prospect engagement has never been more important than in today's market, and this can be directly linked to content. Here's how to boost your engagement rate.

Have you noticed a decline in customer engagement with one, or more, of your recent marketing campaigns? While many factors come into play when determining the effectiveness of your campaign, the most important piece of the puzzle is subscriber data. Without data, there is no interpretation; without interpretation, relevant action and follow-up is not possible.

Customer and prospect engagement has never been more important than in today's market, and this can be directly linked to content. Luckily, this process has been made easy by email marketing tools that can help deliver content specific to individual recipients' interests. Through the implementation of personalized data and advanced automation techniques, marketing content is able to better reach an audience on a one-to-one basis and convert them to customers.

By utilizing the following five methods, marketers can customize content to elicit a more successful engagement rate from their current subscribers.

1. Engagement

With social media outlets setting the standard for content immersion, it has never been more essential to invest in emotion-based customer engagement. When subscribers engage actively in promotions and updates posted by companies, it creates a rapport of trust and often brings value to both parties.

It is important to note that just because an account, for example, has four million subscribers, it does not mean every one of those individuals will take advantage of the proposed opportunity. Therefore, it becomes crucial to think strategically when outlining marketing strategies. What's important to each customer? How do you want them to engage with each piece of content you send them? How can you provide them value that makes them want to engage further with your brand?

By analyzing how subscribers engage with your different marketing messages, marketers can tailor each subscriber's journey through the sales funnel which has been shown to increase engagement rates by 14 percent.

2. List segmentation

One of the most valuable tools at any marketer's fingertips is the ability to simplify and segment multiple email lists. This permits marketers to tailor content based on a specified number of conditions. Whether criteria is based on geography, age, gender, or transactional history, segmentation of email lists allows a company to provide more relevant content to specific email recipients.

A current promotion, for example, detailing a sale on cosmetics will have less likelihood of attracting interest from male clients as opposed to the success it would garner from female clients. List segmentation allows marketers to target, in this example, only women. To break this down further, if the cosmetic product in question has a skin-regenerating quality for battling the aging process, marketers can tighten the target audience again by focusing on women over the age of 30 who are more likely to purchase such a product. To get even more granular, many email marketing platforms have the capability to tie certain products to geo locations. Using this same example, marketers can further segment the data to send women over 30 who live in northern states during the winter a skin-regenerating product with a moisturizer for dry skin.

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3. Automation

Let's face it, we all want to become an expert email marketer, but realistically how can we achieve this? The process of email marketing can be daunting and time-consuming for many businesses.  Many may think that this is an antiquated approach, but this couldn't be further from the truth. As email marketing platform, Campaign Monitor, points out, email marketing generates $38 for every $1 spent, a return higher than any other marketing channel.

One of the most beneficial and incredibly cost-effective solutions a business can take advantage of is email automation. Automation is an easy way to nurture and engage current and prospective customers with minimal effort on your part. Today's customers want instant response and interaction, and this can be where companies are falling short. Email marketing platforms allow marketers to create customer journeys that dynamically send emails based on data a business has about individuals as well as how they interact with the business across different channels. This could be cart abandonment that triggers a discount offer or emails in a sequence that are sent based on what content each recipient clicked on in the previous email.

It is important to keep email lists up to date with accurate customer information so that VIP content, birthday emails or suggestions based on search results can easily be transmitted. Using existing data from other business systems, like your CRM or survey tools, can boost the overall customer profile to deliver more personalized emails.

By capitalizing on the opportunities of automation, companies are able to become more productive, interpret data to combat cold leads and increase total revenue.

4. Timing

Knowing the correct time to engage with your audience across different channels is a crucial factor in the success or failure of a marketing campaign. A Harvard Business Review study showed that following up with a lead within one hour increases the chances of that lead becoming a sale by 700 percent. In addition, 80 percent of marketers aimed at sending a corresponding email within 15 minutes of an action, such as cart abandonment. 

On-site searches are another area where businesses are finding response times dictate the success of the communication. LowFare.com found that emails sent after relevant on-site searches saw a 200 percent increase in open rates and 50 percent higher click-through rates compared to their monthly newsletter.

Time of day can be a critical timing parameter in the engagement rates seen with any email campaign. Take geolocation into account when segmenting your list to ensure you deliver emails when the recipient is most likely to see it. Some email marketing platforms allow you to get more specific and send emails based on past engagement metrics per individual recipient.

5. Reporting and analytics

Email marketing software helps make determining how subscribers interact with content and data an efficient and streamlined process. This becomes particularly vital in the development of new strategies and allows for more centralized targeting of the intended audience. Using email marketing platform analytics alongside website analytics allows marketers to make critical decisions on whether or not to continue a particular promotion that has become stagnant. If users aren't responding to broad promotions like they have in the past, the data collected across your outbound marketing tools and your website conversion data will help in determining the factors as to why.

When it comes to capitalizing on content, there is no greater way to reach out audience than delivering personalized content to a customers or prospect's inbox. Companies pay millions of dollars a year to get into the head of their target consumer. Thankfully, with the help of exceptional marketing software and personalization techniques, it has never been easier to analyze your customer behavior and tie that analysis into your marketing strategy.

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