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Online customers are constantly leaving behind clues about themselves. It’s up to marketers to put these clues together and use the information to better target customers and improve the effectiveness of e-mail campaigns. Behavioral data can help you do that.Behavioral data is usually a result of actions customers have taken–or not taken–when interacting with your brand through one of its channels. The challenge is turning that information into a true understanding of what your customers need and want. This allows you to send more timely and relevant messages to your existing database, as well as target prospects with the same characteristics.For this special report from Multichannel Merchant, we spoke with several experts to find out how to use behavioral data successfully. Perhaps the most compelling reason to embrace the concept: A study by JupiterResearch revealed that only 13% of marketers are using targeted e-mail campaigns based on a customer’s purchase history or click-stream activity. So any marketer who does take the time to decipher clues and send out targeted e-mails is more likely than the competition to solve the mystery of what customers want-and land the sale.
When it comes to e-mail marketing, the biggest mistake is trying to convert a prospect. Merchants should be trying to attract a qualified prospect. What’s the difference?
Smart marketers understand that long-term success depends on treating customers to a great experience, one that’s seamless across channels. What’s the best way to do that? This month we’ll look at why you need to go beyond order conversion when you track success, and how aligning your Web and print channels can improve the experience you offer your own customers.
Search engine marketing continues to become more and more sophisticated–maturing rapidly to keep up with industry growth.
Sure, any marketer can send an e-mail to a prospect or a customer. But will it make it into the right inbox? Your inbox delivery is all about reputation these days. Here are a few tips on making sure yours is still golden in the eyes of ISPs.
(Direct Newsline) It’s unclear how many of Amy Africa’s eight recommendations for online marketing were actually absorbed by her audience at the Direct Marketing Association’s Fast Forward event. Africa started her session by expressing her disdain for the list industry, whose offline, paper-focused orientation she likened to an afghan blanket: “comfortable, colorful and out of date.”
Good news for catalogers hoping for a hot back-to-school season. A survey conducted by customer loyalty research consultancy Brand Keys shows considerable increases in the percent of consumers who plan to use catalog and online channels for their back-to-school shopping.