This is a live blog from the Strategy session at Connections 09
Panelists:
Carrie Jensen of ExactTarget
Dela Quist of Alchemy Worx
Chris Murray of ExactTarget
8:42 - Chris Murray of ExactTarget says “Make Time for Strategy.
8:43 – How to get started:
1. Where are you now?
2. Where do you want to go?
3. How will you get there?
8:44 – Assess, analys, and audit where you are now.
8:45 – Make sure you are focusing on Deliverability and getting into the inbox. If you don’t know where you stand with the ISPs then you are in trouble.
8:46 – Survey your customers and ask them if they think you are sending them emails too often.
8:47 - How sophisticated are you? Are you a batch and blast or do you have a true one-to-one marketing campaign. How relevant are you?
8:49 – Define your goals. Set SMART goals (Specific, Measurable, Actionable, Realistic, and Timely)
8:50 – Solidify the specific segments and targets you are going after. Make sure you communicated with these audiences in their preferred channel.
8:51 – Ask yourself, how do I keep the customers engaged once I have them?
8:53 – On a whiteboard, layout your target segments across the top of the board and develop campaigns down the side that will go to each segment.
8:55 – Don’t forget to look at the “end-to-end.” Make sure the subscribers has a cohesive experience from the time you obtain them as a subscriber all the way through their life cycle.
8:56 – Dela says that he faces the same problem you do, “No matter how hard you try and what you do, numbers always seem to be going down.”
9:00 – You are looking at the wrong metrics. Opens and clicks are the final score but has nothing to do with the customers.
9:01 – Dela looks at open reach. At the end of a campaign, if a subscriber opens at least one email then they are counted in the open reach.
9:02 – Also track the frequency that subscribers are interacting with your campaigns.
9:03 – Open reach and open rate tactics and strategy are very different.
9:04 – Let you subscribers know what is coming next in your campaign. If you are going to send them a spring email, let them know so they can begin to anticipate it.
9:06 – In 12 months there are over 73,000 ways a subscriber can interact with your campaign. For each email, a subscriber can open an email, not open, open once, click…
9:09 – Don’t compare yourself to the Amazons of the world. Don’t beat yourself up trying to get the same level of customer interaction from your emails as Amazon has had success doing.
Panelists:
Carrie Jensen of ExactTarget
Dela Quist of Alchemy Worx
Chris Murray of ExactTarget
8:42 - Chris Murray of ExactTarget says “Make Time for Strategy.
8:43 – How to get started:
1. Where are you now?
2. Where do you want to go?
3. How will you get there?
8:44 – Assess, analys, and audit where you are now.
8:45 – Make sure you are focusing on Deliverability and getting into the inbox. If you don’t know where you stand with the ISPs then you are in trouble.
8:46 – Survey your customers and ask them if they think you are sending them emails too often.
8:47 - How sophisticated are you? Are you a batch and blast or do you have a true one-to-one marketing campaign. How relevant are you?
8:49 – Define your goals. Set SMART goals (Specific, Measurable, Actionable, Realistic, and Timely)
8:50 – Solidify the specific segments and targets you are going after. Make sure you communicated with these audiences in their preferred channel.
8:51 – Ask yourself, how do I keep the customers engaged once I have them?
8:53 – On a whiteboard, layout your target segments across the top of the board and develop campaigns down the side that will go to each segment.
8:55 – Don’t forget to look at the “end-to-end.” Make sure the subscribers has a cohesive experience from the time you obtain them as a subscriber all the way through their life cycle.
8:56 – Dela says that he faces the same problem you do, “No matter how hard you try and what you do, numbers always seem to be going down.”
9:00 – You are looking at the wrong metrics. Opens and clicks are the final score but has nothing to do with the customers.
9:01 – Dela looks at open reach. At the end of a campaign, if a subscriber opens at least one email then they are counted in the open reach.
9:02 – Also track the frequency that subscribers are interacting with your campaigns.
9:03 – Open reach and open rate tactics and strategy are very different.
9:04 – Let you subscribers know what is coming next in your campaign. If you are going to send them a spring email, let them know so they can begin to anticipate it.
9:06 – In 12 months there are over 73,000 ways a subscriber can interact with your campaign. For each email, a subscriber can open an email, not open, open once, click…
9:09 – Don’t compare yourself to the Amazons of the world. Don’t beat yourself up trying to get the same level of customer interaction from your emails as Amazon has had success doing.
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