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Welcome to the Marketo Blog!Be sure to sign up to receive updates on the latest trends, best practices, and strategies to turn your marketing into revenue. In many cases, data is being used to deliver personalized email campaigns with fantastic results.
By looking at how you use data to improve email marketing from the broader perspective of your web or mobile experience, you can multiply the impact of your targeting. Closing the data loop and breaking down the organizational divisions between email marketing and website optimization is increasingly common. According to EConsultancy, 64% of companies would like to improve their personalization, 64%, their marketing automation, and 62%, their segmentation. Try This: Use your website data to validate predefined segments for email marketing campaigns with a URL parameter.
Try This: Segment visitors who came from email and determine which predictive attributes will make their visit the best possible experience. With the right tools, you can map the unique identifier to a CRM file and target specific individualized content to that visitor. Try This: The data-driven marketer (you!) could place an individualized identifier in the URL of an email campaign. Using your optimization solution, you can test custom content on your predefined email segments by redirecting them from email to a specific landing page. Try This: Optimize both your emails and landing pages in a single test and combine your analytics for a clear perspective on your user’s behavior. So, don’t just think about the connection between email marketing and optimization; plan for success by aligning your strategy with a multi-channel approach like the one I have described above. Looking at the email design itself, the combination of the animated bars and the smiling girl helps in providing a playful, positive sense to the email. The combination of the animation, the good mobile version, the total imagery and the happy girl makes this the email marketing design winner of this week for me! Many internet marketers spend so much time collecting emails that they never stop to consider what to send their new list.
The Aberdeen Group says that personalized emails improve click-through rates by 14% and conversion rates by 10%.

Marketers are adopting this strategy, particularly as facts about open-rates on mobile come to light and digital teams unite forces. The key is to unify these three key areas for a strategy that will keep your communications relevant and your audience engaged. However, the segmentation of your website traffic is often treated as a mutually exclusive effort. By doing so, you can find out whether your segments behave how you expected them to with metrics that look at their behavior from first click to exit. One leading travel brand worked with Maxymiser, a website and app optimization solution, on an email campaign designed to bring users to the site by converting email prospects with a featured destination that best reflected their preferences (either collected or expressed.) Using Maxymiser’s optimization solution, the brand selected 36 destinations to offer and used each one as a specific variant of the test.
In the above instance, the brand took the attributes generated by an email campaign and used them to test and target on their site—and you can too.
You can also match up an individual from the aforementioned unique URL to segments or visitor groups defined in the CRM file. On the road to becoming a holistic digital marketing organization, the marriage between email marketing and website optimization is one of the most valuable steps. She works closely with consultants and analysts to turn their optimization expertise into accessible content for the modern marketer. When you subscribe to our email updates, you understand and agree that Marketo will send you email invites and updates, ranging from events, webinars, new content, and more, based on your settings. There are too many brands which have people looking in the camera too seriously, as if they’re having the worst day of their lives instead of enjoying themselves. The email goes on to include a colorwash sweepstakes with Pinterest link, as well as adding other social media platforms and the regular footer links.
Here are six common mistakes you can avoid thanks to testing that was already done for you. If your objective to is increase email open rates, here are five email subject lines that work. It’s the sound of millions of emails, targeted ads, and personalized web experiences fighting for relevance. With results like these, the motivation to test, segment, and personalize email campaigns will no doubt increase.

According to Steelhouse, using correct targeting and testing methods can increase conversion rates up to 300%. But any brand making a significant investment in email marketing will soon be throwing good money after bad without an optimized, personalized mobile experience.
Here, I’m going to share four ways your website’s optimization strategy can enhance your email marketing efforts, and vice versa! With that being said, if you’re hoping to convert a visitor with email, you have to optimize your mobile landing pages. They know I’m a Gmail user and have put the corresponding whitelisting info in the email. Despite the noise, B2B and B2C brands succeed at delivering relevant information to their target audiences. However, the success of these incremental improvements to email marketing depends largely on the next steps customers take after engaging with your email. Eisenberg Holdings says that companies typically spend $92 to bring customers to their site, but only $1 to convert them. A website optimization solution like Maxymiser can run the aforementioned desktop landing page test on mobile as well. According to Direct Marketing Association, for every $1 spent on email marketing, the average return-on-investment is $40.56. Whether you’re sending them to a specific landing page or inviting them to take advantage of a personalized offer on-site, the work doesn’t end in your customer’s inbox. Instead, make your money count twice by investing in a strategy that combines data from email marketing with on-site behavior for a comprehensive approach to optimization.
A unified optimization and email marketing team could easily work together to generate a rich tapestry of insights by segmenting email audiences and testing the optimal experience on desktop or mobile, depending on where the user comes from.

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