3 Keys to Getting the Customer and Marketer to Win Together

By ​John Healy

September 24, 2013

I’m a big believer that when the customer wins, the marketer wins.

This sounds simple enough. But for both the customer and the marketer to be victorious, there are three areas that need all of your attention. You’ve probably heard most of them before, and maybe you’ve achieved them individually, but the key here is that you need to accomplish all three simultaneously.Three Keys

  • You need to have a lot of data to understand what winning means to the customer.

  • You must invest in technology that allows you to take action without mobilizing an army to complete the task.

  • You have to act in the moment, when the customer is on your website, not through a series of triggered emails after they’ve left.

Here’s an example of this in action:

An outdoor retailer sent out emails that were individually generated when each email was opened (not when it was sent) based on what the company’s real-time data told them to do. Then, when the customer visited the website, they were further able to create a winning experience for that customer on site, and sales went up. The end result was that they were successful in driving 20% more traffic to the website from email, all while sending considerably less email than usual.

How did the retailer do this? It combined the crucial components—data, technology, and the ability to take in- the-moment action.

But you don't have to be a big company with deep pockets to take advantage of marketing acceleration technology like this; you just have to know about it. And the old-school email philosophy that sending more is better for sales will soon be replaced with send smart is better for sales... and you can start today.

I’d love for you to reach out to me so I can tell you how to make this happen. Feel free to email me (jhealy [at] monetate.com) so we can set up a time to chat.

John Healy is the former COO of Monetate. Prior to joining Monetate, he was the Group CEO of GSI Marketing Services, an eBay Company.

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