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So you want to go from "Regulator" to "Modeler"? Here's how you can get started.
Model some audience segments to leverage in campaign execution
Use analytics to determine what your best and second-best customers look like – demographics, firmographics, any of the graphics that you think apply to your business. Then create separate emails for those audiences. Maybe it’s as simple as an email for guys and and email for women. Or maybe it’s age based. But start playing with segmentation and reflecting creative.
Expand testing into a standard practice of test
You’ve already got some testing going, but it needs to be a central part of everything you do. Move beyond testing subject lines to every element of your email. You can even look into tools that help A/B test your landing pages. Never assume in digital marketing, because when you assume you make, well, the wrong decisions.
Integrate programmatic display to a landing page
Got an ad or an email out there with a theme or memorable headline? Make sure your landing page matches that messaging. When your promotional messaging and landing page messaging doesn’t match up, it’s like having a conversation with a caffeine-riddled child – there’s a disconnect in the conversation that can stop you from making the purchase because you start wondering, “Who gave this child caffeine and why does he have a sales job?” Match your ad/email messaging and look and feel to your landing page and you’ll see more engagement.
Develop engagement scoring analysis
Assign points to different responses – click, sign in, share, forward, place in cart, purchase. This will help you look beyond conversions for different promotions as well as see who your most engaged customers are.
Start using retargeting
How many times have you seen an ad for something you just looked at and been kind of creeped out, even though you know exactly what’s going on? The thing about retargeting is, it works – really well. Start using it with site engagement and abandoned carts and remember that people are emotional, reflexive beings – sooner or later their desire will outweigh their rational hang-ups and they’ll click.
Leverage third-party data to target the right audience in display
Third-party data is the secret sauce to finding new, ideal customers. When placing display ads, choose a few characteristics of your highest-performing customers, and use those to build a targeting plan for new customers.
[subheadline shortcode_text="Interested in the Other Stages?"]Interested in Moving Between Other Stages?[/subheadline]
[subheadline shortcode_text="Drive Profits with Personalized Experiences"]Drive Profits with Personalized Experiences[/subheadline]
Delivering personalized experiences means having relevant, seamless interactions with a consumer across an omni-channel ecosystem. Regardless of how the consumer chooses to engage with your company, some form of personalization should be considered.
To that end, our latest white paper reviews seven of the most common techniques companies are leveraging to deliver one-to-one personalized experiences that drive relationships and develop loyalty in the areas of: brand, product marketing, experience, collateral, content, product selection, and preferences.[/box]