Smart Marketing and the Power of Content

Did you know that personalized emails increase open rates by 72 percent and click rates by 81 percent (Marketing Sherpa 2011)? Also, 56 percent of email subscribers opt out of emails because the content isn’t relevant (Aberdeen 2008). When it comes to the emails you send, people want to be treated as friends, not strangers. They expect the content they receive to be personalized to where they live and what they like to do and buy. They want Smart Marketing.

In a previous blog post, we talked about gathering Right Data from your existing client data, enhanced data, system data, and third-party analytics. Once you’ve assembled your Right Data, you then have the ability to create and send relevant, dynamic messages by building Smart Segments.

Smart Segments allow you to find out who in your database are active, passive and inactive subscribers. Want to know who the social influencers in your database are? The Smart Marketing Engine has a Smart Segment for that, too. Once these segments are determined, you are able to craft individualized messages for each group’s preferences.

There are almost endless possibilities with Smart Segments. If you can dream it, the Smart Marketing Engine can probably do it. One example is using past customer behavior to create segments. In the WhatCounts Smart Marketing Engine, you would do this by setting up an Event Based Segmentation:


After choosing how many campaigns, date range, or list/campaign name on which you would like to base the segmentation, you can select specific campaigns within the timeframe you have chosen:


Next, you choose one or more event-based segmentation rules:


Once you have segmented your data, you next need to make sure you are taking advantage of social sharing and direct social posting to enhance your campaigns. Your customers are using social media channels more and more, and they want to be able to interact with your brand through Facebook, Twitter, LinkedIn, Pinterest and other social media sites. That’s why we made sure that social sharing and social posting capabilities are available through the WhatCounts Smart Marketing Engine. When you include social sharing in your campaigns, your recipient is able to share the content in your emails with their social networks. On the other hand, direct social posting allows you to post to your own corporate social media accounts.

After setting up social media capabilities, you will need to determine how frequently you should create or curate content and start putting together a content map. For example, one place where you may already be creating great content is a company blog. Adding the blog, as well as other places on the web where you have existing content, to your content map will allow you to plan the sources from which you can pull to create your emails. At this stage, you should also be asking whether the content in your data map is available in an RSS or XML feed, because this will affect its automation in the next part of the Smart Marketing framework.

Not sure how to create Smart Segments using the data that is in your system? That’s okay, because WhatCounts wants to help you look at your industry-specific data and strategize the best segmentations for it. In fact, setting up Smart Segments is a part of the on-boarding process for WhatCounts’ clients. Just ask us! These predefined segments will simplify the process of setting up personalized content for your email campaigns, which will lead to greater trust, value, and positive response from your customers.

Joy Ugi
Digital Marketing Coordinator, WhatCounts


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