With the focus of email marketing shifting away from Open Rates, audience engagement will become increasingly important to marketing success. If you’re not already personalizing your email communications, you’re already behind the curve. Here's how Motiva can help.
It may seem obvious, but it bears repeating: Your contacts want personalized communications. They WANT to look forward to your email communications. They signed up because they have a problem that needs to be solved and are looking forward to finding solutions. It’s up to you and your team not to disappoint them.
But how do you know what your audience wants? Well, the first step is not to think of them as one uniform group. Instead, each contact has their own reasons for requesting your communications, and your job is to segment them into smaller, like-minded groups trying to achieve similar goals.
Fortunately, Motiva has built-in tools that remove the guesswork from segmentation. You’ll be able to see at a glance what types of content are working and with whom, so you’ll be able to refine your communications further and boost engagement.
Who's Responding to your Communications?
To get started, click on the Who’s Responding tab in Motiva. This will provide an overview of the number of contacts processed by Motiva along with the Top Performing attributes and details for the selected Contact Attributes.
If the Contact Attributes selected by default aren’t meaningful for your team, click on the Configuration tab. This will show you the currently selected attributes and their coverage percentage (the percent of your contacts that have an input for that data point).
From here, clicking on Update Selected Contact Attributes will provide a list of all the data points imported from Eloqua, as well as their coverage percentage and the number of contacts that percentage represents. Hopefully, the attributes with the highest coverage will also be the most meaningful data points.
Please note that attributes are only available for contacts that have passed through a Motiva step (Simple, STO, or Message Testing). This number may differ from the number of contacts in your Eloqua database.
If there are Complex Data Objects in Eloqua that you’d like to integrate with Motiva, we can help out with that, too. Just reach out to Customer Success, and we’ll put the wheels in motion.
Once you have your most meaningful data points selected, it’s time to put them to use. Jump back to the Who Responded tab. Below the Top-Performing Attributes, you'll see how your selected Contact Attributes performed over the last 20 campaigns. It provides an overview "gut check" of how those campaigns are resonating (or not) with your audience.
But to really leverage the data provided in Who Reports, you’ll want to tighten the focus.
Click on the Filter button next to Select Contact Attributes (shown below), choose a few of your recent campaigns aimed at similar groups, then check the results. Do you see any patterns emerging?
For instance, let’s say you have a software design program. You already know that different users will have different reasons for downloading your software. The user base will likely run the gamut from the merely curious to the power user and everything in between.
You run a Motiva Message Testing step optimized for Click-throughs, promoting three different assets: a how-to article, a how-to video, and a registration for a live webinar with Q&A afterward.
After running the test, you can see from the Who’s Responding report within the MT step that your power users prefer to sign up for webinars where they’ll have the opportunity to ask high-level questions, mid-level users prefer videos, and casual users prefer the articles. An example of a Who's Responding report is shown below.
From there, you can create Buyer Personas based on the relevant Contact Attributes, then test your theory by targeting each group with the type of content that resonates with them. You can see an example of the persona reports below.
This process of devising, testing, and refining hypotheses helps increase engagement within each segmented group. Each group is getting the content that's best suited to their needs, and you're answering the questions that prompted those users to sign up in the first place.