PPB April 2017

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72 | APRIL 2017 |
THINK
site on the web, themove
sounds like a no-brainer
for promotional products
businesses, which could
easily post a video about one
of their recent promotions,
newproduct line, etc.
7 Do Remarketing: Forty-
one percent of companies
surveyed said they
regularly use emails to
remarket to customers.
For example, a web visitor
who fails to con rm
their new subscription
to your e-newsletter,
for example, might be
prodded again by email
to con rm that sign-up.
8 Personalize Your Email:
irty-seven percent of
companies surveyed said
personalization of emails
was also key to their
marketing success. e
personalizationwent beyond
simply addressing a person
by rst name. Instead, other
personalized data was
included in the email, such
as the person’s birthday,
acknowledgement of
previous goods and services
purchased by the recipient
and similar quali ers
indicating the company
truly knewwho they were
emailing when they put
together themessage.
9 Use Emails For Lead
Nurturing: irty- ve
percent of companies
said once they received a
nibble on an o er by email,
they regularly followed up
with additional emails to
try and close the deal.
10 Combine Email With
Multichannel Triggers:
irty-one percent of
companies said once contact
wasmade by email, they
followed up by reaching
out to the customer via
other channels, including
Facebook, Twitter,
telephone and old-
fashioned snail mail.
Joe Dysart is an internet speaker and business consultant based in Manhattan. Reach him at 646- 233-4089,
and
Forty-two percent
of companies
said adding video
content to their
email was critical
to the potency of
thosemarketing
messages. Given
that YouTube is
the secondmost
popular site
on theweb, the
move sounds like
a no-brainer.
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