TRACKING YOUR EMAIL CAMPAIGN
By using Web site action tracking (a line of code placed on each Web page you'd like to track), you are able to connect the dots all the way through to purchase or other desired actions. This complete picture is particularly critical when conducting split tests.
Automated Trigger-Based Emails: Trigger-based emails can be generated when a recipient takes an action such as opening an email, clicking on a link or submitting a form. Additionally an email can be triggered if a customer or subscriber's profile changes or matches a particular demographic. Triggers can be used for a variety of scenarios such as to automate sales lead notifications, confirmation emails, send thank you messages for completing a survey or to send a follow-up offer to a recipient that clicks on a specific link.
Data Integration: So you've captured data on your customers and prospects in your ecommerce, sales force automation, CRM, customer support or other system. Have you integrated this powerful information into your email marketing system? By using an API (Application Programming Interface), for example, you can automatically have this customer data uploaded to an email marketing application such as EmailLabs. Integrating this data enables you to implement a highly personalized and targeted email program and also ensures up to date data and eliminates the need to manually upload your data.
Dynamic Message Assembly: So now you are really cooking. Your data is uploaded automatically in real time, your design template is dialed in, you've segmented your database and tested multiple variables. Dynamic message assembly is an email marketing technology that can bring all of these activities together and automate the personalization and production aspects of your emails. With dynamic message assembly you create a single template and combine "content blocks" and if/then statements which then dynamically match and assemble the specific email content to the recipient profiles you've identified.
If you are looking to kick your email program up a notch, the key is to not feel overwhelmed by the technology or perceived complexity. Pick one of the activities from above that you and your team can easily implement - and just get started. Or to complete the cooking analogy, select your ingredients and start creating that masterpiece of a dish!