Do you want to improve your marketing campaigns and ensure that your messages are being received and viewed? See our 5 top tips below:
- Improve Campaigns with Targeting
Before starting a campaign it’s important to determine who your market segment is so that you know who your campaign will target. In order to define your market segment, it’s best practice to create a ‘buyer persona’. To create the persona you need to define the attributes, for example: what do they like and dislike, what do they respond and not respond to etc. This will allow you to accurately aim your campaign at the correct market segment.
- Improve Campaigns by Tailoring
Once you have defined your market segment it’s a good idea to now tailor the campaign to appeal to your target audience, for example, ensure that your marketing campaign is sent via channels that are widely active in your target market e.g. if your target market has a strong presence on social media you will want to develop a media campaign that can be promoted via social media. A further step to tailor your message if possible is to use variables to customise the message, this is likely to grab the recipients attention and therefore receive a higher response rate.
- Leverage Trigger Marketing
Trigger Marketing is sending emails/campaigns at specific points within your customers’ lifecycle. In order to do this effectively, you will need to identify the key points in the customers’ journey such as first purchase, renewal etc. An example of where you can use trigger marketing would be to track when your customer is coming up to their renewal and you can send them relevant information/offers regarding upgrading at renewal etc.
- Measure Marketing Strategies
At this point, you have created and implemented your marketing campaign but you need to be sure to keep track of the results. This will allow you to see how the campaign is being received and what is working and what could be improved. One of the main mistakes when it comes to measuring campaigns is to extract all data for review, this can make the task overwhelming therefore we would recommend extracting all relevant data for review, this will make it easier to keep track of the campaign with the most current data. Don’t forget to keep this data for future reference!
- Testing to ensure your campaign is performing
All ideas for your marketing campaign will not always work in the same way that you imagined them to, that is why testing is so important. You can track the email performance to check they are being opened, if they are being opened what items are receiving a lot of interaction, from this information you can figure out what is important/interesting to your target audience. You can test when in the week and at what time of the day it is best to send a campaign to receive the most interaction. Use A/B testing to see which subject lines receive a higher response etc. It’s important to remember to only run 1-2 tests at a time though in order to keep track of which changes work and which don’t.
Act-On Marketing Software can help when it comes to implementing the above tactics, from setting up the market segment lists to tracking the success of your campaign.
Find out more about Act-On here.