Are you looking to stay ahead of your competition in 2023? Here are four areas email marketers should focus on to ensure successful marketing campaigns in 2023 and beyond.
Staying at the forefront of marketing trends and using every advantage available to marketers can be pretty daunting. Balancing investments in new technology with the demands of shrinking budgets, on top of all the other hats marketers wear, can be a bit overwhelming. Where do you even start?
Start with the four areas detailed below. They represent your best bang-for-the-buck (AKA ROI) to lower costs, increase engagement, and make the C-suite very, very happy.
To be fair, these aren't new ideas, but they are areas that continue to grow in importance as inboxes get more crowded and the competition for attention increases.
Especially if your competitors have a head start.
No pressure.
Here’s what to focus on in 2023 if you’re serious about improving engagement and return on investment.
Database Cleaning
You probably know you should be doing this already, so consider this a friendly reminder: If you don’t already have a data cleaning protocol, now is the time to develop one.
Allowing your contact database to grow into an unwieldy mess of decayed data and bot submissions is a waste of resources. Especially these days when the old mantra of “do more with less” has taken on a new urgency, having a clean database with reachable and engaged prospects is crucial to your marketing success.
Our Dark Pool Database Cleanup tool is perfect for the job. It analyzes your contact database and gives you a clear idea of how polluted your database is (don’t worry, all databases are polluted to some degree).
Once you have an overall idea of how much data cleaning is necessary, you can see what effect data pollution has had on past campaigns.
Our Time Machine interface shows you the campaigns most affected by dirty data, and allows you to inspect specific campaigns to see how your engagement metrics would improve with data cleansing.
You can then test campaigns on the fly — without permanently removing any contacts from your db just yet — using our new Smart Suppress decision step right on the Eloqua canvas. Simply choose which categories of problematic contacts you’d like to filter out while configuring your campaign, and see the results for yourself.
Natural Language Generation
To be clear: NLGs like ChatGPT are not coming for your marketing job… yet. And while there are limitations to what NLGs can achieve, there are still many potential benefits available right now when leveraged correctly.
We’re already using it in our Subject Line Analyzer and Generator. Enter your subject line, and we’ll provide a seven-point analysis and detailed summary of how your audience will likely perceive your SL.
Then with the press of a button, we’ll generate five additional subject lines based on your original input.
Our next advancement – currently in beta and accepting new users – is Motiva Generator. This application takes your existing customer engagement data, identifies what types of content get the best results, and generates new content based on the strengths of your previous messages.
Combining your engagement data and our machine learning and artificial intelligence prowess helps you speed content development to produce high-quality content for your audience.
You can read more about it here.
Fatigue and Frequency Management
Are you overwhelming your prospects, then wondering why you’re seeing unsubscribes and spam complaints? Then you might have a message fatigue problem.
If you’re emailing your prospects too often with messages they perceive as irrelevant or not valuable, you should expect to see increases in unsubscribes and spam complaints. These complaints, in turn, will damage your Sender Score and can impact your overall email deliverability.
Using Motiva’s Frequency Intelligence, you can see exactly how much email is too much, according to your prospects. You’ll be able to determine the point at which those unsubscribes and spam complaints start to increase.
For some companies, the cadence is no more than two emails per day; for others, it may be no more than two emails per week. It depends on the company, the messaging, and the audience. We provide the data-driven insights you need to determine what messaging cadence fits your audience.
Content-based Segmentation
You may already segment your audience based on the prospects’ demographic or firmographic data. But what about segmenting based on their content preferences?
The most direct way to achieve this is through preference centers. These are landing pages where your prospect can pick and choose what categories of products, assets, and content they prefer to receive.
But not every organization has this capability.
So, instead, you can use existing engagement data to build buyer personas.
For instance, say you want to send out your monthly newsletter only to those prospects who have engaged with a previous newsletter. You can use that criterion to build a persona and target those people specifically.
Not only will this likely result in higher engagement numbers for your newsletter email, but it also frees up more frequency send budget for those prospects who probably weren’t going to engage with the newsletter anyway. This allows them to receive other emails with which they may be more likely to engage.
You’re giving your prospects what they want and getting higher engagement numbers in return. This is the power of personalization.
These are just a few of the ways Motiva can keep your marketing efforts ahead of the competition in 2023. Ready to learn more? Book a demo today.