If you followed our advice of exactly one year ago, you should already have a well implemented system for your email marketing campaigns that consists of breaking them down by trimesters. Every three months, your campaigns and decisions should be driven by central goals for that period. Along with that, surely you also have already a measurement system implemented. In other words, by quarter and by campaign, what are your goals and how are you going to measure that data? How will you define success?
In part for presenting a solution to the limitations of email automation and in part for the need to project marketing capabilities to meet the needs of the future, Benchmark develops a great tool that changes the game: Automation Pro. Returning to 2017 , you can now optimize how success is defined using the most recent Benchmark feature. Using Automation Pro, the measurement of success is not limited only to the rate of opening clicks, now also takes into account the path that each subscriber has with your brand through your email marketing campaigns.
However, analyzing the journey of the subscriber by the email campaign is not so simple, it is deeper than it seems because it is to rationalize the goal. On the other hand, one of the key trends for this 2017 will be segmentation. Segmentation focuses mainly on observing the various variables of behavior patterns such as demographic profile data, lifestyle and preferences and / or attitudes. A powerful behavior analysis applied to predictors (ABA) not only helps you understand the decisions your subscribers make, it also predicts the actions you can expect them to do.
Through the mirror of behavior analysis
In fact, social scientists are undertaking more by marketing about the realization of the industry that the science used to help understand and encourage the study of behavior can also be used to help predict it. Some studies show that “… the collaboration between behavioral analysts and environmental psychologists who study the correlation between the individual’s concern for the environment with their attitudinal, demographic and personality characteristics … [replacing] chair theorizing with interdisciplinary research focused on the intervention.
ABA may be new to you but it is, in fact, one of the fastest and fastest growing sciences. A simple Google search for “ABA” or ” applied behavior analysis ” shows an astonishing 16,500,000 views and growing. The reason that marketers love ABA is because it is a practice based on tests, so it is not only a theory of what is going to work, but what really works. It is one of the most data-based methods, apart from those you already get from analytics. However, ABA allows you a deeper understanding of the behavior; you’re not just looking at a number like you would if you analyzed the analytics; You have the ability to see why something happens and how to modify that behavior.
In other words, marketers can work with behavioral analysts not only to interpret and predict behavior, but also to shape it. In 2017, ABA can now be used to help refine the subscriber’s journey through Automation Pro.
Changing the equipment to “Engagement” mode
This is another thing that we have changed in 2017: we are changing our way of thinking. Instead of relying on a clinical and transactional email marketing, we will change it to “Customer Engagement” and invite you to think in this way as well. Email marketing is something that is currently happening so creating engagement with the customer is something you will have to do.
To create that engagement with the client is to realize that emails are not an outbreak of notes or a black hole where emails go in an empty direction straight to the abyss without return. Actually, email is the closest real-time digital space you’ll get to be able to focus on your audience.
But there is another type of “engagement” that also prevails for 2017. Taking advantage of the growing use of gifs and videos, we hope that this 2017 will be much more dazzling for the eyes. Email marketing campaigns are so visually oriented that they almost seem to invite ads. For example, if Twitter is meant to communicate in 140 words, then people are already conditioned (think ABA) for quick and brief communication. This is the reason why GIFs are so powerful and why 30 2-second videos are such powerful tools to communicate your message.
Take a look at Kate Spade’s email campaign , as it is a perfect example of how visual units communicate. Your email marketing campaign uses your products to introduce a new line for a new audience (without showing a picture of the audience). The campaign is driven to be a creative combination of images and thus create a new visual: the target market. It not only attracts but also entertains. A 2014 Gallup poll shows that customers who want to spend money want to spend it on something that makes them feel good. Gallup (the kings of predictive behavior) also based his engagement model with the client on the emerging science of behavioral economics , which holds that customer loyalty and purchasing decisions are influenced by emotional as well as rational factors. Part of what engagement means is ” courting the client “.
This is particularly true for millennials but at the same time it is a general qualifier for all clients and / or subscribers. So as we implement this new tool that is to create engagement with the client, think, what will drive the behavior of this segmented audience? What makes them feel good? It seems that 2017 will be full of many questions that involve getting to know your subscribers better.