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Steps to Building a Customer Engagement Framework

June 13, 2012 By Jeff Hassemer
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Customer relationships don't develop overnight. They're built from a series of engagements and experiences that take place over time, with the end goal of building a strong bond that thrives and develops as time marches on. The more positive the engagements and experiences, the stronger the bond. 

With the proliferation of media and seemingly endless touchpoints consumers have to interact with a brand, effectively managing the flow of data to enhance customer interaction can appear to be a daunting task.

Marketers who create and use a customer engagement framework know it isn't a series of linear steps. Rather, it's a living process that should be repeated multiple times across all channels and throughout the customer's life cycle.

The four-step methodology to creating a customer engagement framework includes the following elements:

  • Listen up. Recognize customers and their interactions across the full range of traditional, digital, mobile and social channels available for interacting with your company.
  • Analyze this. Review your data and develop new insights about customer behavior and preferences using advanced tools and methods. Fill in the holes with reliable analytics to draw further conclusions about your customers.
  • Plan the work, and work the plan. Leverage best practices and strategies for managing campaigns and marketing programs. This includes modifying deliverables to ensure they're customized to your customer and delivered via preferred channels.
  • Shout it out. Deliver personalized interactions using state-of-the-art tools for coordinated, cross-channel experiences. Make every attempt to ensure the interactions take a positive tone to help with building those relationships.

For best results, assess, tweak and repeat.

Marketers who have done their job well can prove that their customers engage with their brand through one or more channels — e.g., they've received an email, conducted a search, posted on the brand's Facebook page — and will see their relationship begin to move up the "marketing sophistication curve."

The curve provides an intuitive guide for brands to evaluate their level of cross-channel marketing sophistication and suggests opportunities for improvement, much like a built-in marketing adviser. With 46 percent of marketers choosing multichannel coordination as one of their biggest marketing challenges of the last 12 months to 18 months, we need all the help we can get.

The distinction between multichannel and cross-channel marketing is that multichannel is defined by a company being present and active in multiple channels, whereas cross-channel is having a consistent and coordinated message across channels. The curve provides strategic direction about where to invest in technologies and processes. Cross-channel optimization requires an integrated approach across the customer journey, company silos and disparate systems.

 

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Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

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FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

ORDER NOW

 

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