Delivering powerful results with a well executed interactive strategy
Just a few short years ago, email marketing took off. Shortly after being introduced, email became the method of choice for customer acquisition and retention. Companies turned to email to develop and maintain relationships with their employees, partners, and supply chains. Too much of a good thing caused the email bubble to burst. The frenzy to capitalize on this cost-effective method of communication made open rates plummet and the effectiveness of email to diminish. Today, desired results from email marketing can only be achieved if email is part of an overall interactive strategy. Sounds easy, but what exactly does this mean?
It all starts with knowing the market and building relevant content to interest the reader
Today, successful email and Web marketing (interactive marketing) is based on truly understanding the audience of the messaging. The recent FulcrumTech project highlighted at MarketingSherpa clearly illustrates the use of our core process framework for developing an interactive strategy. We worked with a pharmaceutical company to deliver on their goals of increased clinical trial enrollment, better data quality on the trials, and enhanced 2-way communications with clinical trial investigators.
The primary framework can be summarized into four steps as follows:
- Understand the challenges and high priority needs of the target audience.
Having a clear understanding of the audience needs drives the relevance of content. And, where content is the basis for a successful communications strategy, its relevance is critical to this success.
- Understand your assets and determine which assets can be used to alleviate market needs.
Desired objectives need to be married with reader’s needs.
- Create the communications strategy.
Take into account reader needs and your objectives and develop the right mix of communications. Frequency, length and design are all factors to consider.
- Implement flawlessly.
Make sure your strategy is implemented flawlessly. A well-executed strategy delivers powerful results. A flawed implementation can kill a program.
Ultimately, it’s about relevance. The content must be relevant to the reader’s interests, but it must also help the sender achieve their goals. When the planning is done well, results can speak for themselves. Please read more about the recently published case study or contact me with feedback, questions, or to discuss how we can help you meet your communication or sales objectives.