Thursday, October 30th, 2014

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Constant Contact – More Targeted Messages Means Better Email Marketing Results

ConstantContact - More Targeted Messages Means Better Email Marketing Results

By: Constant Contact

Smart marketers know that targeted email marketing leads to better open rates, which leads to increased customer interactions, and ultimately, increased ROI.

Sending out large-list email campaigns with a ‘let’s see what sticks’ mentality is a sure way to disengage or even upset your audience.

But it can be hard to know what message to send and to whom.

It’s all in the data

Let’s use the personal services industry as an example. If you’re a yoga or pilates studio, salon, spa, or fitness center, how do you send relevant content that leads to new memberships, fills half-empty classes, or sells more merchandise?

All of these groups should be getting different messages with different calls to action. Relevance is important, but obtaining the data to drive different messaging can be a time-consuming process — especially if the data is stored in multiple places — so many small businesses don’t do it.

To solve this problem, I’m seeing more and more businesses turn to integrations to connect their marketing tools. With an effective integration, where two or more applications are able to easily exchange data, small businesses can now segment their email lists without the extra work.

Integrations to the rescue

One of the leading scheduling apps for the personal services industry, MINDBODY Online  saw this problem as well, and they’ve created a low-cost, easy-to-use solution that allows for seamless exporting of data from MINDBODY directly into your Constant Contact account.

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