Email Customization: Getting Personal to Deepen Relationships, Generate Additional Sales, and More

Throughout 2007, marketers and industry experts alike have been extremely vocal about the strength and reach of email marketing. And with good reason; the DMA reported an average ROI of $48.29 for every dollar spent on email.

But for results like this, marketers must take a consumer-centric approach. Blasting emails and pushing irrelevant content is no longer acceptable, and in fact, it can damage your reputation and often result in deliverability problems. Profitable email marketing, alternatively, hinges on the unique one-on-one relationship you build with each prospect and customer.

Why are so few email campaigns aimed at precisely segmented lists? Usually it's because as a marketer, it seems it's all you can do just to get ONE message out. Not to worry—there are some simple but effective personalization techniques that can be used to make any mailing feel more targeted to the individual.

Dynamic personalization and triggered messaging are two terrific tools that create a real-time dialog with customers based on what they do on your site or how they interact with your emails. The beauty of triggered email marketing is that it is automated. You create the “rules,” and when the condition occurs, the appropriate email is automatically sent.

With smarter email marketing tactics, marketers—both B2B and B2C—will find greater success with acquisition and retention programs. In this 90-minute seminar, you'll see examples of successful email customization and learn how you can apply similar strategies to reduce work and increase ROI.