Five Advantages of Integrating with Your Email Service Provider
September 30, 2013
1) Audience Segmentation: when you synch the audience data gathered on your website with your email list, you sort your lists and send the most appropriate content by isolating topic preferences, products purchased and articles viewed. You can automatically target your readers more specifically in an email and give them the information you know that they are looking for.
2) Manage Trial Offers: Your analytics tell you what premium content works for your trial subscribers and your email list tells you where to send it. You can market new subscriptions, manage upgrades and schedule expiration dates from one place.
3) Content Automation: When you build your eNewsletters or marketing emails, you can easily pull content from your site into them, by assigning articles, embedding links, etc. Then you can test them and run reports to improve deliverability.
4) Leverage Sharing Behavior: When your analytics tell you which readers share articles and products on your site (and what is shared), you can generate lists and schedules for targeting those users with the content that suits them the best. You can also build relationships with those individuals who do the sharing by adding them to a gratitude distribution list—or creating another classification that moves them into the next level of user.
5) Make Event Follow-up a Breeze: With this type of integration, registration and circulation data is synchronized. Most publishers think about that solely in terms of subscriptions. But that’s not the only advantage. When readers express interest or register for forums, webinars or conferences, they can be funneled into a list that pulls relevant content from your blogs, listings, products and articles to build deeper interest and excitement. Then, they can easily be targeted for post-event follow-up; a critical action that many event planners struggle to bring to fruition, particularly when they must jump back and forth between different management platforms. Sending surveys, calls to action and news after the event serves simply to lengthen the relationship and maintain a “top-of-mind” status.