High data quality in the form of complete and up to date user profiles is important in marketing. However, important data is often missing or outdated. Automate the data update and completion! With marketing automation you evaluate the completeness and/or topicality of your user profiles at regular intervals and automatically…
Due to the constantly growing number of online offers and comparison possibilities, new strategies are needed today to encourage potential customers to make a purchase. Psychological sales tricks can make all the difference. After all, the purchase of a product is often not made on a rational level, but through…
It is a typical online shop scenario: a customer leaves the filled shopping cart at the checkout shortly before hitting the final purchase button and thereby aborts the process. Abandoned shopping cart is the name of this phenomenon, which happens to around 70% of all shopping carts. With so-called shopping…
A customer feels annoyed by one of your marketing automation campaigns, for instance a lead nurturing route in B2B, and wants to unsubscribe from it? That’s a bummer, but it happens. However, it does not have to be a reason to completely unsubscribe the customer from all your communication. After…
A newsletter can be a lot of work! All the things you have to think about: Is the imprint complete? Are the social media links correct? Is the logo in the right place? Where should the unsubscribe link go again? The more steps you standardize, the better. Therefore, rely on…
Personalization or individualization, in other words the adaptation of communication to customers’ personal data, is closely related to marketing automation. But what happens when the required data is not available? Many marketers forget to set up a fallback for this case. Personal data can be used … …as a trigger,…
Moving images are among the most attention-grabbing elements in email marketing. Animated GIFs offer the advantage that they are easy to implement and can be displayed in most email clients. In the article Choosing the Right Image Formats for Marketing Emails we already discussed the GIF format for displaying images. Images draw…
What is taken for granted in email marketing is hardly ever done with transactional emails: tracking of reactions such as openings, clicks, conversions or SWYNs. Tracking and optimization of transactional emails is just as important as with classic marketing emails. Use the findings to evaluate your transaction communication, to analyze…
How do you reduce scattering losses in e-mail marketing? Through individualization? Generally, yes, but much simpler yet equally effective is the “classic” segmentation of your distribution lists into different target groups. In this article you will learn about what you need to keep in mind. What is segmentation? In the…
A special feature of marketing automation campaigns is that they are usually not set and scheduled, but are rather controlled by triggers that are activated at different times for each customer. This leads to the risk of overlapping marketing automation campaigns. We show you how to avoid this. Some examples…