Connecting the consumer's email experience with their experience on the website should be a no-brainer. But, the reality is that when prepping a campaign the email marketing department does their thing, and the website department does their thing. Sometimes the message is coordinated, and sometimes its not - and it's usually never done in real time. Right now, many companies are saying they don't have the time or money to disrupt this departmental inertia. As a result, the consumer has an inconsistent experience with questionable relevance and a disconnected message. So, how does that negative consumer experience translate into something measurable?Watch this screencast and you’ll find out.
The screencast (which recaps a case study MarketingSherpa did on one of our customers) perfectly illustrates the opportunity cost when failing to coordinate email marketing with website content.
Lost conversions can be avoided with a number of great message-channel coordination tactics. The best one I know of is to use email activity data to dynamically drive relevant content on a website. It creates a seamless consumer experience where the desired message is communicated and reinforced with all the frequency you need.
If the screencast isn’t enough and you want to see more, you can get the MarketingSherpa case study itself by clicking here (you need a subscription).
