Relevancy and the Relevancy and the Battle for Inbox Attention Battle for Inbox Attention

A Strategic Approach For Future Success

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Battle for Inbox AttentionBattle for Inbox Attention

• Email marketing is highly competitive; a victim of its own success– high user adoption– inexpensive– targeted– trackable/measurable ROI

Battle for Inbox AttentionBattle for Inbox Attention

• Email marketers will continue sending more email, intensifying the battle for the attention of your recipients.

• Successful marketers will:– identify these trends early and adjust– adopt relevancy strategies and program to break

through the clutter.

Battle for Inbox AttentionBattle for Inbox Attention

Relevancy = Right Content + Right Recipient + Right Time

Highly Irrelevant Highly Relevant

Timing: AnytimeContent: Promo for blouses

Timing: During work hoursContent: Monthly newsletter

Timing: After workContent: Promo for flannel shirts

Higher Open and Click-Through Rates

RelevancyRelevancy

• Two primary tasks for execution– Understanding recipients / list segmentation– Providing targeted content

• Making your email program relevant is a strategic undertaking that will require time and resources

List SegmentationList Segmentation

• Ability to create unique lists based on one or more customer profile data points.– e.g. All doctors from California– e.g. Anyone who has purchased a flannel shirt in

the past 30 days.

Overview of Data TypesOverview of Data Types

Recipient Profile

Recipient Profile

Interaction with Email

(opens, clicks, unsubscribe)

Expressed Preferences

(survey, subscription

page)

Demographic Information (age, gender,

income)

Purchase History

(products and services)

Enhanced Subscription PageEnhanced Subscription Page

Provide link:

• from website, AND• from emails

List Segmentation/Data IntegrationList Segmentation/Data Integration

• Key challenges of data integration– What you have vs. what you need– Centralizing the data in one location

• Ideal to use a management database system as the central repository for data– Push targeted email lists from management system to

MagnetMail– Move key tracking data from MagnetMail to management

database– Integrations: Avectra’s netFORUM, iMIS, Salesforce, full API

Delivering Custom Content Delivering Custom Content

• Two dimensions to delivering customized content– What recipients see in their inbox– What recipients see in the email message

• Three opportunities to compel recipients to open your message – all MUST be relevant– “From” field (branding opportunity for recurring messages

such as newsletters)– Subject line– Preview pane content

Thank you for participating in Thank you for participating in today’s Web Seminartoday’s Web Seminar

For questions or comments, please email support@realmagnet.com or call 301-652-

4025