This email marketing infographic comes from Responsys, a cloud marketing company.
It explains a new way of understanding marketing challenges using a framework called marketing orchestration.
Normally marketers face a challenging routine of crafting a message and sending it to a certain email list at certain time.
According to Responsys, this is not the optimal way to send unsolicited marketing messages. These untargeted solicitations are a waste of money, honey.
Here’s the problem: One third of emails are never opened and your customers are more likely to win the lottery than click on a banner ad.
The unflinching truth is that people don’t really want to read your marketing message. Or they might be willing to listen to what you have to say, but your message is in the wrong format; like when you send an email designed for a large monitor and your audience member is reading it on their phone or tablet.
However, there are moments when even your unwanted messages are well received. These are moments when a previously unengaged audience member becomes engaged and receptive to listening to your message.
How do you know the message you send will resonate with its intended recipient?
It’s impossible to know with absolute certainty, but if you pay attention to key signals, your marketing message stands a better chance of catching your audience member’s attention. That is called marketing orchestration.
Marketing Orchestration
Marketing orchestration is the practice of sending emails in response to an action taken by a customer or potential customer. For example, when a customer buys their first product from your site, they receive a targeted email offering a discount on their next purchase.
As the infographic shows, these types of emails are opened more often than other types of email and also elicit better responses from readers. They are more willing to provide the sender personal information – a constant goal in the life of a marketer in their quest to develop long term relationships with their customers.
