Bronto Blog

Lessons Learned from Bronto’s Marketing Team
Conversion Pathing, Part 3 in a Series

Delivering relevant messages isn’t only essential to email marketing, but also a critical tool for customer and prospect acquisition. Your respondents are simply not all the same, regardless of channel. An important lesson that we have learned is engaging your respondent with a targeted message is possible if you can create a dialogue while addressing their needs. This also enables you to segment your audience and assess their sales readiness. We began using conversion pathing in the summer of 2007 and have not only had an uplift in clicks but a dramatic increase in conversions.

• Paid search conversions increased from 2% to 15%
• Email marketing campaigns have an average of 63% conversion rate
• 21% conversion rate for online advertising

Conversion pathing can also be used in your offline marketing strategy as well. As with any marketing strategy, testing is key, but here are a few essential elements to keep in mind:

• Keep the content relevant and compelling
• Segment respondents into strategic group
• Brand your organization as trustworthy and professional
• Match the post-click message with the promise made that solicited the initial click

To learn more about post-click marketing and conversion pathing, download Beyond the Landing Page, written by Ion Interactive.

If you would like to experience conversion pathing firsthand, experience a campaign that has been extremely successful for us. We created an Email Marketing IQ Test that segments the respondent throughout the quiz. Not only does it keep the respondent engaged and they learn valuable information regarding email marketing, but it also give us great insight into the respondents email experience. Take the test today!

Sally Lowery
Online Marketing Manager at Bronto