Bronto Blog

I’ve always said that relevancy is key - it’s a major factor in recipient satisfaction. You need to know who your recipients are and what they want - no small task. Understanding this on a macro scale is a necessity for your business, but understanding each individual is where you need to be for email marketing.

In order to do this you will need to have data for your customers - accurate data. Once you have data for your customers you can start to segment them into meaningful groups. With your customers broken down into groups, you can begin to market to them on their own terms, which makes perfect sense, right?

Although getting that data can be tough, it’s maintaining it that’s the trick. The data that is creating relevant emails today will be creating stale, out of touch messages in a few weeks. You don’t want to send a renewal notice to some one who renewed their contract last week. So you not only need to identify and import useful data, you need to keep updating it - but how? Read the rest of this entry »

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

Read the rest of this entry »