Are your engagement rates worth writing home about?
If you answered “no,” then maybe it’s time to take a deeper dive into why your prospects are overlooking the content you worked so hard to create. Personalized emails return 6x more revenue per email than non-personalized emails. Imagine what will happen to your marketing when you take that personalization to the next level!
Here at PFL, we like to use our nurture stream audience as guinea pigs for engagement rate testing. Our latest initiative revolves around harnessing behavioral data to deliver relevant content at just the right time. The strategy: Content Binge Tracks. When leads visit our website, watch webinars, and attend tradeshow sessions, they leave valuable behavioral data about their topical interests.
Consider John Doe. Last month, John attended our webinar that focused on Demand Generation. A few days later, he read two of our Demand Gen blog posts, and then downloaded the eBook referenced in the second post. Clearly, John is interested in Demand Gen. Why not let him binge on Demand Gen content?
Our game plan:
If you are in B2C, think along the lines of your product offerings. Are you a kitchen appliance distributor? Maybe your categories include Refrigerators, Ovens, Small Kitchen Appliances, etc. You get the idea.
Here’s how to set it up:
OPTIONAL: if you have more time, do a website audit (or at least a blog page audit) to see which categories have the highest engagement rates
And that’s it! You’re officially a data-driven marketer.
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