Recently I read a nice article by Tom Koletas, which speaks about the ways marketers can make account-based marketing work for their unique needs. This made me think that with Remarkety, the lives of marketers are so much easier.
But first, what is Account-Based Marketing (or ABM)? According to Wikipedia, it is a strategic approach that organizations consider and communicate with individual prospects or customer accounts as markets-of-one. In other words, creating account-based marketing campaigns means creating personalized messages/emails to customers based on their history with your brand or shop.
Now, let’s get back to it. Based on Tom’s article, here are five ways Remarkety can help you achieve your one-to-one marketing goals.
1. Remarkety will help you help yourself
In his post, Tom mentions the concept where marketing-as-a-service is basically building blocks that the organization can use to compose individual marketing efforts.
While I accept the basic notion behind this description, Remarkety goes beyond that to actually recommend the next campaign you should start. These recommendations are based on the orders’ history of your store, as well as the performance of similar stores.
Remarkety, for example, can surface email marketing opportunities. If it notices that your store has repeat customers, but a segment of customers have only made one purchase, it will recommend you start an inactive customer email campaign. Remarkety goes one step further and can even suggest what elements should be added inside the email – personalized product recommendations, coupons, etc. To help you understand the impact of this campaign on your business, Remarkety will tell you the expected increase in sales based on statistics and performance of similar stores.
As the marketer, all you need to do is click ‘Start’ on any of the pre-built email marketing campaign templates and Remarkety immediately goes to work.
2. Perfect your message
Tom’s second point is all about making sure that the message sent to the customer/prospect is relevant, timely and useful to ensure a positive user experience.
Remarkety has two major ways to make sure that the message is segmented to the individual customer, contains relevant content, and sends at the perfect time:
- eCommerce segmentation – When you create an on-going email campaign in Remarkety, the campaign is already created with preset segmentation. For example, a feedback request campaign will send an email to customers 14 days after an order has moved to ‘complete’ status. More segmentation is just a click away. You could choose to only send emails if the order contains a certain product or if the order total is higher than a certain amount and much more.
- Personalization – Remarkety messages can be adapted to the individual customer by applying its unique smart-tags. Forget about “{first_name}”, and say hello to customer-based content. Such content can be as simple as the amount the customer needs to buy in order to get to the next rewards program level, or much more sophisticated, like individualized product recommendations which are based on the customer’s purchase history and store performance.
3. Quality of data feed
In his third point, Tom speaks about how database size is much less important than the quality of the data, and the insights you can extract to drive performance.
Since Remarkety is connected to your store’s back office, you can be sure it always gets the most relevant data. That data is used to recommend and create the most effective campaigns. The great thing about it, is that you don’t need to do anything. Remarkety automatically collects your store’s data and normalizes it, so it is always available for creating segmented campaigns.
4. Improve productivity
When it comes to account-based marketing, improving targeting accuracy is just one way Remarkety can help you. Remarkety’s on-going email campaigns drive your productivity through the roof. Remarkety will analyze the data, suggest marketing activities, perform segmented campaigns and send individualized emails at a fraction of the effort and cost required to do it on your own.
5. Ongoing improvement
Data is constantly changing. Campaigns that worked yesterday to increase purchase frequency, for example, may not work well tomorrow. As your business evolves, your email campaigns should too.
Remarkety continuously checks your campaigns, compares them to market benchmarks and recommends changes that need to be made. Remarkety not only shows you open and click rates, but the purchase rate of each campaign. Create A/B split tests in a second and view detailed reports to make sure your campaigns are always optimized.
Account-based marketing is a strategy marketers cannot ignore. However, it may hide areas of risk, and it can take time to get it to work just the way you want it. Remarkety removes much of the risk and work by automating the entire process, start to end. That way, your campaigns will always be effective and optimized.
Want to master more? Read these other articles:
– How the Remarkety recommendation engine works
– Maximize email effectiveness with coupons
– Four automated email campaigns you should be running
