“What we were finding was that a lot of our content was very product focused, and really quite technical. It’s not that we didn’t need that, but we weren’t engaging with customers at the top of their decision making,” said Lindsay Lyons, Director, Global Content Strategy, Dell EMC.
Lyons and her team came to the same content revelation that many marketers do — “we were talking about what we wanted to talk about, and not talking to customers about what they wanted to talk about,” she said.
In this content effort, they overhauled production efforts to ensure that content went through a stringent and honest assessment. This ensured that the content was not only in the tone that customers wanted to speak in but also in the spaces that they were already interacting in.
According to the MarketingSherpa Ecommerce Benchmark Study, email was the top channel for driving significant traffic to an ecommerce site. For companies in the $10 million $100 million range, it drives nearly 80% of the traffic.
However, if you are not sending your marketing emails at the most optimal time for your audience, you’re leaving revenue on the table.
This is not a new challenge. But timing the right message to the right person at the right time remains a critical aspect to effective email marketing.
At MarketingSherpa Email Summit 2014, Dave Sierk, Consumer and Small Business Strategist, Dell, took the stage to share several case studies showing how Dell leveraged a GIF-centric campaign to achieve a 109% revenue lift.
You can see Dave’s full presentation from Summit for that story, but in this MarketingSherpa Blog post, see how Dell created unique send profiles for each of its customers to personalize email marketing efforts on a micro-level.
While composing a creative and engaging email is a great start to driving traffic and, hopefully, conversions, sending it at a time that does not match customers’ email viewing habits could mean your efforts are wasted when that email never gets opened.
Watch this brief excerpt from Dave’s session to see how the team personalized email send times to adjust to customer’s consumption habits and drove an 8.2% increase in unique click rate.
Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
