Is your corporate marketing team sending out consistent email campaigns to company subscribers with relevant business information, while your sales team, storefronts, resellers and valued-added resellers (VARs) reinvent the wheel with their own messages to their acquired subscribers in separate email newsletters?
Do you wish you could combine strategies and deliver an all-inclusive campaign with corporate content, along with a personalized message from sales, dynamically sent to the salesperson's private email list?
Would you also like to see detailed reporting of the campaign results for use in planning future corporate marketing and sales team strategies?
Companies of all sizes: Say good-bye to traditional broadcasting and hello to team collaboration. As a result, you can experience increased open, click and response rates for your email campaigns by delivering relevant content from a recognizable sender in a consistent manner.
Building better relationships with personalized email newsletters
A ChoiceStream survey shows 76 percent of consumers express interest in receiving personalized content through the Internet while half of the respondents say they'll share personal information about their tastes and interests in exchange for a more personalized experience.
Creating personalized newsletters that connect with readers has helped companies increase their open and click-through rates up to 60 percent. Companies have the power to create compelling sign-up pages that ask the subscriber to choose from a range of topics and preferences, and include profile questions to help target and segment emails. These pages also help companies customize individual articles or content within those emails.
This personalization capability ensures users receive relevant emails. When subscribers can tailor their email delivery preferences, a company engages in building a stronger relationship with its subscribers. Companies can centralize their marketing efforts to deliver a consistent message in all corporate communications while letting different departments or locations add personal touches to make the newsletter's contents more relevant to readers.
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Making personal connections
Email newsletter technologies make it possible for users and groups to access only the sections and functions that pertain to their roles and tasks. For example, an author can create a message but not send it. You can determine which people have access to which function, such as managing lists, creating messages, scheduling/sending messages, creating reports and viewing reports. Consider these three examples:
Example 1: Storefront Connect. The Whole Foods grocery store chain has locations nationwide, and sends email newsletters to communicate corporate news, share recipes, offer regional information and announce individual storefront news and events. After automatically and dynamically segmenting subscribers, staff from every store within the Whole Foods network logs in and enters localized articles.
Corporate and regional marketing teams add recipes, specials and articles on natural products and nutrition. Voila! With one click at the corporate office, emails go out tailored to each individual from the store of his or her choice, based on the topics and preferences that match the subscription. So, vegetarians in the Dallas area receive an email newsletter without any meat recipes as well as store news and events from their nearest stores.
Example 2: Salesperson Connect. Washington Mutual Bank discovered that their email campaigns would be most effective if they delivered messages from sales team members to their actual customers. Corporate sets up the initial email with a branded banner and informative financial news.
The salesperson logs into the email newsletter application and enters personalized notes and articles, and top investment deals for the month. Each salesperson's campaign arrives in inboxes personalized with a picture, contact information and store location. Once the salesperson completes the content and customer information, he or she sends the campaign to the customer network, and the message shows the salesperson's name as the sender.
Example 3: VAR Connect. Zebra Technologies, a provider of specialty printing solutions, takes the approach of delivering messages through its value-added resellers (VARs). Corporate staff organizes the content and then syndicates it out to the VARs. This way, corporate maintains control of the content and gives a selection of articles for each VAR to choose.
The VARs build their campaigns with their own banner and the mandatory Zebra articles. They also have the opportunity to add their own articles, insert more graphics and email their final publications to their end clients.
In this way, the people closest to your customers have a hand in boosting their customer connections. This includes resellers, franchisees, international divisions and regional offices.
With an on-demand Web service, you can centrally manage your email relationships with detailed, topic-specific subscriptions for each user. Lockable email templates and multiple authors with varying permission levels help your company control your messaging strategy and brand.
A connected email campaign allows you to develop a deeper and more relevant customer relationship based on growing knowledge about that customer. If successfully used, these campaigns increase response rates, maximize profits and build a stronger brand loyalty. The technology is here, ready, willing and able.
About the author
Meryl K. Evans is a senior editor at InternetVIZ and content maven behind The Compliance Advisor, Connected Digest, Email Marketing Insider and Professional Services Journal.