Marketing Analytics, Optimizing the Connected Customer Experience

ClickZ

   This is an excerpt from my recent ClickZ column.  

Given the number of channels that email marketers must work with and the continued growth of mobile as a consumer viewport, I sat down with Christopher Nash, senior business optimization consultant at Sitecore, to get his perspective on strategies to build a successful campaign.

David Daniels: Tell me about how your clients utilize web analytics to improve email relevance.

Christopher Nash: Our clients are more and more thinking in terms of providing relevance for customer journeys instead of just email batches. The customer journey is about a variety of digital touches from multiple devices over time. What I hear our clients say is that they want as much visibility – from data – as they can get across these digital touches. I hear clients express frustration when they lose visibility for what an email recipient does when the recipient visits the website. Contrast that with the scenario where you have one analytics that captures data for customer journeys. Our customers get this ability. Suddenly there are new tools in the toolbox for email marketers. For example, in the early phase of the customer journey I see clients personalizing email content based on the digital behavior from the recipient’s recent website visits and conversions. I see clients increasingly seeing an email and website visit as a unified experience for the individual being targeted. The personalization – and increased relevance – used in the email continues to the website visit.

DD: Are you seeing more clients adapt their email deployments for consumption on mobile devices?

Read the rest of the interview on ClickZ

 

Webinar: Reimagining Email Within the Connected Customer Experience

Merge Ahead – 5 Ways Companies are Reimagining Email Within the Connected Customer Experience

Free Webinar | Wednesday, May 15 | 11:00AM Pacific | 2:00PM Eastern

Join me and Sitecore to learn five ways companies are innovating with email to enrich the connected marketing journey.

You’ll learn how to:

  • Engage prospects by emailing personalized content based on their past website behavior
  • Continue conversations from multiple marketing channels to keep prospects engaged as they move through the funnel
  • Optimize for mobile using the latest innovations for tailoring content presentation for mobile devices
  • Determine ROI of content through new ways of email testing

Register Today

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Presenters:

David Daniels, CEO of The Relevancy Group, and former VP and Principal Analyst at Forrester Research

Christopher Nash, Senior Business Optimization Consultant, Sitecore