Thursday, December 16, 2010
Just like you, I’m busy planning for 2011 and I’ve been carrying ExactTarget’s 5 Resolutions Marketers Should Make And Keep In 2011 everywhere I go! This year’s guide includes space to jot down your notes about how you will incorporate each of these resolutions into your marketing plan. In most cases I’ve filled in all the lines and have notes overflowing in the margins!
So, what are my resolutions for ExactTarget’s email marketing program in 2011? I’m glad you asked. Last month, I shared tips for using your data to create targeted email. This month I’ll share how I will stick to Resolution #1: I will make data the foundation of my marketing.
In preparation for 2011, we’ve used the data collected throughout 2010 on our monthly InSight Newsletter—in combination with tracking from additional data sources like our landing pages—to work backwards, and determine what drives you, our subscribers, to engage with us. This assessment has already paid off – in fact, we instantly recognized the need to update our newsletter preference fields on our opt-in page and profile center. Gathering more detailed data on both of these pages will allow us to provide more targeted content in our communications to better suit your needs and help you get the most out of ExactTarget.
Many marketers would be hasty to put a big black checkmark next to the first resolution after making these changes. But our updated preferences are only the beginning. To guarantee continued success, we will test frequently, tweak our approach, and measure again.
But success is only possible with your help. By updating your profile center, you can help us better understand your preferences and act on them. In combination with tools like the Interactive Marketing Hub™ and Audience Builder™, we’ve built a solid foundation of data to drive and test meaningful conversations with you in our email newsletter and beyond—across mobile, social, and sites.