“The legacy argument misses the main point. What other means are marketers going to use to strike up a conversation with a prospect that can keep them loyal and hopefully upsell to later on? Which channel also allows you to track their behavior to better inform wider digital campaigns and how else are you going to track behavior in the mobile world, which has no cookies, to activity in-store?”
“Here’s the real point that email doubters need to be asking themselves. How did people sign up for these services (social media, ecommerce) in the first place?”
The answer, of course, is the email address.
Marketers have long known that email is a powerful driver of customer acquisition (40x more effective than social media platforms like Twitter or Facebook, to be precise). But email has a lot more to offer in addition to driving customer acquisition and messaging those customers in a one-to-one channel.
So, what would it look like if a someone were to fully maximize email marketing efforts? Well, here are 5 strategies that LiveIntent can help improve efforts in both the email channel and beyond. We’ll be breaking down each strategy in a separate blog post in the coming weeks:
Driving Better Customer Acquisition and Branding in Untapped Inventory
Where better to find people that will open and engage with your emails than in emails they’re already opening and engaging with? Using LiveIntent, you can extend your existing acquisition campaigns into the email channel and build an email database from our audience of 130MM real people while optimizing to any performance goal.
Just like with acquisition campaigns, you can extend your existing branding efforts into a channel where people spend an average of 6.3 hours a day.
Then, you can maximize return by finding new customers similar to your best customers using lookalike targeting and get the most bang for your budget by suppressing existing customers from acquisition campaigns and optimizing performance towards your CPA goal.
Increasing Reach, Frequency and Effectiveness of Your Email Audience
One issue that email marketers have consistently struggled with is how to reach the 60-80% of customers who don’t read their emails. With LiveAudience, our CRM Retargeting platform, you can reach those customers (or any customer segment) within the email channel. You can also connect online and offline data for advanced reporting on your retargeting campaigns with LiveAudience 360 to drive real customer insights and online/offline attribution.
Creating a Brand New, Recurring Revenue Stream
Create a brand new revenue stream from your email program by selling the inventory just like you do from your website and leveraging your most valuable audience – the people who opt-in to and engage with your content. With our easy-to-implement LiveTags, you can drive revenue without worrying about a decrease in email engagement. In addition, you’ll be able to earn even more recurring revenue without using any of your proprietary data by matching offline data to your users.
Guaranteeing the Maximum Return on Every Email Open
Open your email inventory to multiple, trusted demand sources in a true auction environment while maintaining complete control over who buys your inventory and for what price – guaranteeing the highest return on every impression in every email opened, across every device.
Working with LiveIntent also helps to improve ad ops efficiency by managing and selling all your email inventory through one platform, with no need to hardcode ads in email ever again.
Over the course of the next few weeks, we’ll be taking a look a more in-depth look at how to Acquisition, Branding, CRM Retargeting, Monetization, and Optimization, and explore how some of the world’s top brands maximize email marketing programs.
For more on LiveIntent, visit our Contact Us page.