Author Archives: Jessica Mulholland

Digital advertising – reaching customers in the “now” moment of their decision

‘Reach customers with the right message, in the right place, at the right time’. This is something we hear endlessly, but is it really that important? You can get by with ‘business as usual’ marketing, communications right? A once a month mass marketing email newsletter that advertises new products and the latest sales to everyone? Right? Wrong.

But is reaching customers in the right moment even plausible? The process must be expensive and way too technologically advanced.

These are the thoughts running through the minds of retailers online and offline, overwhelmed by the opportunities and threats presented by digital disruption. With new technology comes fear of the unknown, fear of investing your resources in something new and changing your marketing strategy. But if we don’t change, we remain stagnant, competitors who are riding the wave of digital disruption will exceed us, making our brands stale and before we know it, forgotten.

What is the ‘now’ moment? This is addressed through a concept developed by Google called ‘The Zero Moment of Truth’. This is the moment when customers research online for a product they’re looking to buy, or browse through brick and mortar stores with the intention of finding a product which best suits them. This is when your brand needs to reach the customer, with a message that stands out from the rest.


New ways to reach the ‘now’ moment in-store

Retail is turning to tech to revolutionise their customer’s in-store experience in a way which requires less staff, but is more personal than ever before.

Beacon Technology  

What if when walking into your store, customers received a welcome message and when shuffling through clothes and items in different sections, they received messages offering discounts, product specifications or accessories for the exact item they are viewing? Beacon technology situates sensors in your store that track the location of your customer using their smartphone, allowing you to send push notifications to their mobile device.

Intelligent Digital Signage

Digital signage in-store gives the capability to track customer’s position, movement and facial expressions, and respond with relevant content on screen. But what if we need to attract customers into the store? Your signage can face the front of your store and interact with customers as they walk past.


How to reach the ‘now’ moment online

Why blindly reach out to your target audience online when you can reach out to people who have been actively engaging with your brand and products online. This audience is in a much warmer place with your business and much more likely to make a purchase if they are retargeted with a friendly reminder. The digital landscape provides a multitude of ways in which you can retarget your potential customers:

Social Media

Ever search for a product online and then see this same product pop up in your Facebook feed? Social platforms such as Instagram and Facebook have retargeting tools available within their paid advertising features so you can retarget potential customers after they’ve browsed your website, Facebook page, or engaged with your content.


Let’s say a potential customer is browsing your online store and adds an item to their cart but leaves without making the purchase because it may just be that little bit above their price range. What if this customer was then delivered an email, advertising this product with a 20% discount which led them back to your online store to make the purchase. Email retargeting is a great way to deliver personalised messages straight to your customer’s inbox according to what they’ve engaged with on your site.

Google Display Network

Within Google’s paid advertising platform, the Google display network provides yet another way to retarget potential customers. This monitors your website visitors and then places your display ad on websites that they visit after this.


Want to learn more? For a casual and informative chat on how we take a customer strategy-led approach, contact us on 1800 737 266 or


CMO Interview Feature: How one digital agency benefits from single unified platform


Permission’s Managing Director Rick Merten was recently featured in CMO with an interview on how he eats his own dog food. Okay, not quite, but he did reveal that he benefits from the same platform he sells to clients. Permission has adopted the Act-On marketing automation platform in a bid to get cohesion across its internal sales and marketing functions. Rick discussed that he pitches the platform to clients, tailoring the technology to suit their needs.


The agency recently adopted “We look at how we use our own technologies – specifically marketing and sales management technology in this case – to drive our own business to get insights so that we can then use it to drive our clients’ businesses,” Merten told CMO.

The cloud-based marketing automation solution is helping marketers manage and optimise all the stages of the customer experience; follow the money by attributing marketing spend to revenue; track each prospect’s activity from initial engagement and conversions to closed sales and repeat sales; and report on campaigns, from high level to detailed drilldown.

“We look very closely at our own funnel management, from top-of-funnel lead generation, demand generation, right through to conversion across all channels from our marketing and advertising spend, through events, through referral, to see what’s working for our own marketing,” he explained. “Then we apply the same methodologies and insights into the way we approach our marketing clients.”

Merten said the technology adoption has reshaped the agency’s entire marketing function, prompting the agency to rewrite its brand strategy and marketing plans.

“We rebuilt our whole marketing strategy from a reactive, non-planned one into a planned and accountable marketing strategy now as well as execution. It has completely changed everything we do. And it has changed the way we service clients as well,” he said.

“Our whole approach to managing our client relationships has driven through the marketing as well, and we now have a different strategy for upsell and cross-sell of current clients, versus conversion of new business.”

Detailing the implementation phase, Merten said the agency took a “pragmatic approach” in deploying the technology internally, starting with the planning and development phase, followed by site implementation and setup process. The crucial first step was the development of a data strategy.

“What data did we want? What data did we want for our prospects and customers are we’re driving them through the sales process? Where are we going to collect it? What were the sources? How are we going to augment it? And how do we deal with the different players (like marketing and finance) in terms of the sales process?” he asked. “What data are we capturing and where are we going to capture it? And how are we going to integrate that into the tool?”


Meeting challenges

Like any mid-sized business, there are a range of challenges. Merten said Permission looked to Act-On to help the company alleviate some of its pain points and help it align inbound and outbound marketing campaigns across the customer lifecycle.

“We are very much a mid-market agency, so the challenges we face are typically the same challenges that our clients face: Small marketing team, limited budgets, nimble in a very competitive market space,” he continued. “We look for ways we can create a competitive advantage, even if it’s a short term competitive advantage through brand positioning and obviously technology.”

Indeed, Permission went through “an introspective process” over the last few years and was forced to make some tough decisions.

“As a 17-year-old business, we’ve gone through plenty of ups and downs and growth and positioning. Four years ago, we went through quite a challenging period in the business: We needed to reassess how we were going to market, who we were talking to, the whole brand strategy of what we were, what we were trying to do, and who we were trying to work for.”

In undergoing change, the entire marketing function was put under the microscope – and things have come a long way in a short period of time.

“Marketing was very much ‘shoot from the hip’. Like plumbers who have the dripping tap, marketing agencies have poor marketing,” Merten said. “We were doing marketing, but it wasn’t aligned and wasn’t managed in a single platform. We would do an event, or we’d do an ad or we’d send an email, and each activity was disparate.”


Check out the full article at


Interested in Permission? For a casual and informative chat on how we take a customer strategy-led approach, contact us on 1800 737 266 or

LinkedIn releases hot new targeting and lead gen tools. Here’s everything you need to know


Up until now the only way you could reach prospects on LinkedIn was through search, simply hunting them down according to their industry, location, job title or company –  there’s a missing link here.  When you contact them it’s a digital cold call at the top of the funnel.

But what about getting your message in front of prospects who have already visited your website, or are in your email contact list. These people are in a much warmer place with your business and are therefore more likely to respond. You need a way to reach this part of your funnel – which after all is where the action is likely to be.


Finding your Perfect Match

LinkedIn’s brand new tool ‘Matched Audiences’ allows you to retarget your paid content – LinkedIn calls them ads –  in three ways, all of which are accessed through the Ads Manager tool.

The first is by adding a LinkedIn ‘insight tag’ code to your website to track and target LinkedIn members who have visited your website. The second is account targeting, which is done by uploading a list of company names which LinkedIn then matches to the corresponding company accounts – and you can upload up to up to 300,000 companies! When targeting by company account, LinkedIn directs your content to the decision makers at those companies. The third is contact targeting, allowing you to upload a list of contacts or sync your data integration system with LinkedIn for contacts to be automatically matched with LinkedIn profiles where your content will be automatically displayed to them.


Getting the most Value from your Targeted Audience 

Once you’ve got your targeted audience you need the right approach to nurture them. A common challenge for small to medium firms is getting the most response from every dollar in their marketing budget. People may see and ‘like’ your content which is great for brand awareness and engagement but if you need leads now – as most SMEs do –  your ads are going to need some serious strategy and optimisation. LinkedIn’s got a new solution for you here as well. Their new lead generation forms allow users to click the call to action on your ad, which generates an in-app form that is pre-populated with their LinkedIn profile information so they can submit instantly.

This form can link to anything you’d like such as an email subscription, gated content, or event registration.

Once someone submits a Lead Gen Form, you’ll receive a lead record with their data and they will see an in-app “thank you” page that immediately connects them with your content or sends them to your site to learn more.


Devising an effective LinkedIn strategy may seem challenging but as specialists, we’re getting amazing results. We do all the hard work for our clients and simply open up new business opportunities for them.

For a casual and informative chat on a social media selling strategy that will drive real results, contact us on 1800 737 266 or

Do you have the right target market?


What is the first step of your communication strategy? Are you asking yourself ‘who should I be talking to?’

Defining a target audience might feel constraining to you, but trying to appeal to everyone will leave you engaging with no one. Directing your marketing efforts to a target market is the approach you need in order to use your resources effectively and achieve the highest ROI. Identification and knowledge of your target market will give you clear direction in your strategic approach. This is necessary to guide leads though their decision journey with funnel communications, deeply engage prospects and attract your most sales-ready leads.  Successful marketers talk to the people who count, not count the people they talk to.

But how do you know if you’re targeting the right people?

Knowing your brand is the first and most critical step in defining your target market. You should define your unique selling proposition (USP) and the problems that you solve with your product or service. Then you can define who experiences these problems and would benefit most from your business, and therefore would need or desire the product or service you offer. Remember that it is all about the customer; don’t think about who you want your customer to be, think about who is looking for the products and services you offer.

Define your target buyer personas by putting yourself in their shoes. Create an in depth description using marketing segmentation, particularly demographic, behavioural and psychographic information. Demographic insights will confirm your target age, gender and income while psychographic information will go beyond the “external” and allow you to delve into your prospect’s interests, values, attitudes, behaviours and lifestyle.

Creating personas will clearly identify the types of customers you should be targeting. Remember that successful marketing is not a one-size-fits-all approach so different profiles are needed to show your buyer’s various needs and goals. This will help you talk to each of your target segments and drive them through the funnel. Here is an example:

upload for article


When you are confident in knowing your target audience, you must ensure you have the right digital strategy to reach the right people. Again, putting yourself in your prospect’s shoes will help you find where they hang out online. Whether it be constantly checking their email or scrolling through their latest Instagram feed, the keywords they search or websites they visit; you will recognise if you have the right strategy in place to talk to your target market. For more on digital strategy, see our digital strategy service.

Finally, targeting the right people will give you the results you desire, but actively monitoring your market is also essential. The fast paced, digital world we live in requires us to keep up with current market and industry trends to stay ahead of your competition.


Want more? See our resources page or contact us

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‘I Hate My IT’


Permission’s latest campaign transforms the stereotype of IT service providers from nerdy dudes to insightful experts who feel the pain we all go through.


In our latest campaign we’ve taken an innovative approach to accessing a notoriously difficult-to-reach target: super-busy SME owners.


Our digital lead generation campaign for Centrix Solutions, an IT service provider uses intrapreneurship as a gateway strategy; that is, encouraging entrepreneurial actions from within an organisation. Harnessing employee pester power, if you like.


IT support is an industry that meets the criteria for needing an ‘unexpected’ marketing transformation.


As a creative digital consultancy it’s our job to make organisations that operate in the most conservative industries seem interesting. Our campaigns take unexpected turns, they may even confront, but without cut-through there is no response


We had to make Centrix stand out from being just another IT company among thousands, we had to humanise them, and we had to find a way to get them in front of our elusive target.


So we decided to create a campaign that taps into a pain point with which employees can relate – the IT nightmare.


We all know that feeling when the blue screen of death appears and the mouse is suddenly lifeless beneath our hand. In a cold sweat we wonder how much work we’ve lost this time. Did Janice remember to do the back-up last night? Will the IT guy yell at us like last time? Will we miss our deadline?


The problem is, IT problems can become an accepted part of workplace culture. What can employees do about it? In many places the answer is ‘just put up with it’.


‘I Hate My IT’ changes that. By mirroring employees’ private frustrations back to them through our four-word tag – frustrations they might not express out loud – we give permission to complain, maybe even confront – because there’s a better way.  It empowers employees to approach the CEO/business owner by providing tools and facts that not only point out the IT system sucks, but quantify the cost of not doing anything about it.


And guess what? Our client Centrix just happens to have a solution.


Executed through a highly creative animated video (‘The nightmare’) that’s published through highly targeted social channels, a jokey quiz splash site, automated emails and blog articles, the campaign leverages the universality of IT nightmares into a practical action that saves businesses time and money and positions the employee as the hero responsible for the transformation.


Check out the video here:

‘I Hate My IT’


Need a transformation in your business? See our resources page or contact us


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Empower Your Customers to be Your Biggest Marketers


If your business value’s customer-centricity and brand-customer relationships, you are on the right path towards turning your customers into brand advocates. In today’s connected society, customers are quickly gaining more influential power over brands. 68% of people trust customer recommendations they read on social media, online forums and blog posts (Nielson). Rather than fighting against this natural course of events, companies should take advantage of this opportunity and utilise it as a cost effective, powerful marketing tool. Read on to find out how to turn your customers into brand advocates and boost your sales.

Keep an open line of communication

Building trust with your customers is the way to win their loyalty and create an enthusiastic advocate. As much as it’s important to impress customers and exceed expectations, it is also important to remain transparent and personable. Customers appreciate that no business is perfect and will be much more accepting of mistakes if you make them aware as soon as possible rather than trying to hide them.

Look for feedback and act on it

If you want your customers to be brand advocates you must give customers what they want. Yes it’s that simple. Pay attention to customer feedback or go one step further by asking their opinions using surveys and feedback forms. If you value your customers you will be surprised at how many are willing to provide you with constructive feedback. Incorporate this insight into your business to improve the experience you provide. Your customer driven changes will attract much more brand advocacy to your business without you even asking for it.

Ask for user generated content

Customer recommendations influence 91% of B2B buyer decisions (USM). With this kind of outcome, it is well worth it to take full advantage of this opportunity by asking customers for content such as a review, social post or uplifting testimonial. While many customers agree to submit content, they often do not follow through. You can encourage customers by making the process simple and providing helpful tools such as a template, online submission page, or social media share link.

Use loyalty programs to encourage profitable sharing actions

Loyalty programs are perfect for giving customers that extra motivation to refer friends to your website and speak highly of your product or service. While you can offer dollars off right away, implementing a points system is a cost effective strategy that will also boost your ROI. Using this system, customers can earn points for their marketing actions such as referring friends or tagging your brand in a social media post. Points can be saved and used for rewards such as free shipping or dollars off.

Showcase your reviews

When you’ve gained enough customer reviews and user generated content, you’ll want to showcase it. Dedicate a page or sections on your website for testimonials and customer reviews. For example, you can strengthen your product pages by integrating specific product reviews. Showcasing third party content on your website in the form of meaningful quotes or even testimonial videos will help extend your brand and bring your website to life.





Want More? 

See our resources page or contact us

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Are you on board with social commerce or being left behind?


We’re moving towards a point where social networks will become as significant as traditional networks. By 2025, it will be unlikely that anyone will be able to survive without being part of some kind of social network. They are already not just a place for people to connect, but where transactions are made. And with more retailers getting on board, you’ll be left behind if you don’t.


Social commerce is booming and the prevalent customer need has been satisfied as retail enthusiasts can indulge in e-commerce while browsing their social media. The demand for this functionality has increased rapidly as 29% of people’s daily screen time is spent on smartphones, compared to only 5% five years ago (Salmat). Customers are now engaging with companies who are on board with providing this new retail feature and actively offering and promoting social shopping.


Social platforms such as Instagram and Pinterest have implemented this through highly relevant shoppable ads that drive a higher e-commerce conversion rate. Facebook and Twitter have also created a solution using their ‘buy now’ buttons and the Facebook storefront.


Customers are buying the ‘must have’ items they see while scrolling their feeds with the click of a button. Making a purchase has been integrated into social media so swiftly that it does not feel like online shopping at all. While this may be dangerous for the impulsive shopper, companies are taking advantage of the ever so seamless user experience to provide their customers with the most convenient service.


What Are the Benefits?

It goes without saying that implementing social shopping features encourages purchases.


But what’s more powerful is the accurate targeting you will be able to achieve. Algorithms are used to track customer purchases and online browsing history as well as their activity on social networking sites. This data is used to determine the ads that are displayed on a customer’s social media and outcome has never been more timely and relevant.


The social shopping feature also gives you the chance to sponsor ads to target customers who don’t follow you but are noteworthy, potential buyers. Sponsored tweets and Facebook posts are already beneficial to businesses, but adding a ‘buy now’ feature to these posts only amplifies your ROI.


The accuracy and simplicity of this feature gives the right customers a good taste for your brand, increasing conversion rates and your overall sales.


It is now up to retailers to get on board and learn how to capitalise on this growing revenue stream.


That’s the why. Now let’s talk about the how.…

Email us at or call us on 1800 737 266 for a chat.


Stop Chasing Leads and Make Them Come to You

first date

Think of a lead as a first date. Are you the guy swiping through Tinder in a desperate attempt to score one? Let’s call this guy Matt. Matt pours all his energy into finding a date, spends his time double and triple texting women only to be ignored. All while his sister Kate has a seamless, effortless strategy that results in her leaving with a man every time she goes out.


Are you desperate for leads?

If you’re attempting to compete against Google’s ever-evolving complex SEO algorithms or fight against thousands for an AdWords click, it doesn’t surprise us if you are feeling like Matt; desperate for leads, pouring in all your resources, following best practices, and still not getting the results you desire. Fortunately, there are better methods of lead generation that don’t require you to fight against the masses for a lead and can help you gain a second or a third date without even trying.


Capitalise on LinkedIn’s advertising opportunities 

We all know that social is everything. LinkedIn is the frontrunner for B2B marketing and as a platform, is taking the business world by storm with over 433 million users(i). This doesn’t surprise us, as LinkedIn’s social selling capabilities allows B2B businesses to generate sales-worthy leads efficiently, in a valuable and personable.

LinkedIn has a few PPC campaign options you can use to make leads flock to you like you’re the hottest guy in the room; all you have to do is pick the ones that best meet your needs. Your options include Sponsored Content, Sponsored InMail and Text Ads.


What will LinkedIn advertising do for my business?

Unlike other PPC channels, LinkedIn advertising is built for B2B professionals, allowing you to raise awareness among valuable prospects. In fact, four out of the five members that you reach have an impact on business decisions within their organisations(i).

With each PPC campaign, you have the power to reach over 7 million targeted prospects, including 84 thousand SME’s, 997 thousand decision-makers and 100 thousand CXO’s(i).

Once you’ve reached prospects, they are much more inclined to click on your profile and connect with you, allowing you to build relationships and increase lead generation.


Build your campaign around your needs

Don’t let the marketing term ‘PPC campaign’ intimidate you, it’s so simple that you don’t even have to be a qualified marketer or have experience with Google AdWords to launch this for your business, however it is critical that you get your messaging and target audience spot on to reap the results.

The specific target audience and the number of prospects you reach is completely up to you. LinkedIn allows you to select your ideal audience according to key business criteria including location, company name, industry, size, job title, function and so on. Ensure you build target audience profiles before setting up your campaign so you’re clear on the audience you want to talk to. Learn how to build target audience profiles. 


How to reduce your advertising costs 

You may be under the impression that LinkedIn advertising will blow your budget, but in fact, LinkedIn’s PPC advertising costs operate similarly to Google AdWords, so you can build the campaign around your business’ requirements to make it work for you. You have the option to place a bid based on the cost per click (CPC) or cost per impression (CPM), set a daily budget, the campaign dates, and a total budget.

Once you’ve launched your PPC campaign, you will automatically reach prospects as they scroll through their social feed or open their inbox. If you’re already running an AdWords campaign or another form of PPC advertising and you’re unsure of how LinkedIn ads will weight up, run a trial period, and compare the results.


Want to outsource your advertising? Contact Us today for an informal chat.

For more information on how to become a LinkedIn expert? Check out our useful resources below:

Social Selling LinkedIn – A Waste of Time or Business Growth?
Win Sales Through Social Selling
Infographic: 8 Steps To Become A Top Social Seller





This Could Be The Biggest Game Changer for Your Business In 2017


Whether you’re sitting on a bus, at work, on a beach in Hawaii, or in a Doctor’s office waiting room, the world of social media is at your fingertips and you’re most likely tapping into it… unless you’re in Hawaii, maybe the lush tropical scenery is enough to distract you from your social feed. But then you would want to share it with your friends on Facebook or Instagram right? This is the norm in 2017. More than half the population check social media between 1 and 20+ times a day while Facebook, Australia’s largest social network receives approximately 13 million unique local visits per month –this is over 57% of our total population*.

With so much social activity on a daily basis, 40% of retail purchase decisions are influenced, with social media users 26% more likely to purchase than non-users*. Social media is no longer something that some people have and some don’t, it is engrained into society as a primary method of communication and connection. And it’s not just millennials who are on board, in fact 93% of Australians aged 30 – 64 are on Facebook and 52% check their socials at least once per day**. As Tony Robbins demonstrates, connection is one of our six basic human needs and we will take advantage of any opportunity that takes connection to the next level, which is what social platforms do for us.

What does this mean for your business? It means it’s the perfect time to step up your social media plan and take action so you can begin reaping the benefits. Leveraging the positive opportunities that our ever-connected world provides can help you win hearts and minds.

The Social Media Channel Challenge

With so many social media channels and capabilities out there, there is a strategy and channel that will reach your target audience and meet your objectives, however it can be a challenge to identify what that is for you. We believe there is no standard social formula that will work for everyone, so we create strategies specific to each of our clients’ target audiences and objectives. For example, if visuals are your strength you may share them through Instagram or Pinterest, whereas if your objective is to engage business professionals, LinkedIn social selling should be your focus.

Below we’ve outlined three essential trends that will continue to grow and become widely successful for marketers in the year ahead. Keep these in mind when developing your own social media strategy and adapt them in a way that resonates with your target audience.

Be meaningful

Regardless of which social channels you employ, starting a meaningful conversation will strengthen the interactions you have with your audience. Consider the values held by your customers and tap into these when creating your message. If you want a reaction from your audience, talk their language and don’t be afraid to stir them up with topics they are most passionate about. This will help your customers trust you. Donald Trump used this technique in his successful social campaign #makeamericagreatagain, while the feminine hygiene brand ‘Always’ created their #likeagirl campaign around gender inequality to engage their female audience.

We want real time and we want it now

You may have already noticed a pattern forming around real time video. It began with the phenomenon of Snapchat and was quickly leveraged by Facebook as they introduced ‘stories’ on Facebook and Instagram. This allows users to share a quick unfiltered video or snap with their followers, deepening their connection with a more personal dynamic than traditional social media posts provide.

Twitter’s Periscope takes ‘stories’ a step further with video livestreaming and Facebook have recently jumped on this bandwagon too, integrating livestreaming features into Facebook and Instagram.

This is online social connection at its finest; being able to create immediate content and receive your audience’s feedback via instant messages while you’re live. This trend can be leveraged by using an influencer to promote your product or service in their live video stream, taking a live video at your special event or to have a live Q and A with your followers.

Harness the power of the influencer

Remember it doesn’t just have to be your own social presence and content that counts. If there are social media influencers with the same target market as you (which there almost always are) why not leverage their existing following and ability to create content by tapping into influencer marketing and asking them to promote you? For example, if you’re marketing a health food product, reach out to health and lifestyle influencers to try your product and promote it in a video or social post.

2017 is the year to transform your connection with your audience to the next level with the power of social media. If you want support in your journey to social success email us at or call us on 1800 737 266 for a casual chat.

Want more?

Check out our eBook: 5 Steps to Social Selling to learn how to build long lasting customer relationships with social media.



*Deloitte Digital (2015) Navigating the New Digital Divide. Digital Influence in Australian Retail



Your Email Marketing Game Changer – Dynamic Content


You’ve probably heard the marketing term “dynamic content” but has anyone told you how much it can improve your email marketing campaign? Unfortunately, many marketers are unaware of the power of dynamic content and are therefore paying the price. In fact, they are losing out on the 18 times more revenue that they could otherwise be driving if they took advantage of dynamic content*.

What makes Dynamic Content so powerful?

Whether it’s a personalised welcome email, special birthday message, or information on a product that interests them, dynamic email content makes your audience feel valued and special. If you put in the effort to communicate with your subscribers in a way that resonates with them, they will in turn give you their trust and engagement, leading to a better response and impression of your brand.

Get clear on your goal

Before diving into creating content, get clear on your goal to ensure you create the content that will optimise your ROI. While your goal needs to commercially drive sales, it’s also important to consider how you want your readers to feel and the action you want them to take after reading your content.

Understand your database and its structure

Consider what data you have and how it can help you achieve your goal. Once you understand what data you have you can create list segments according to your reader’s characteristics and make your email deployment process a whole lot smoother!

Ensure you optimise the data you have access to, this not only includes the data that prospects have provided in a form, but also behavioural data such as the time and location of their interactions and the weather in their area. For example, if your goal is to increase sales of a specific product, your lists should be structured in a way that identifies those whose website activity shows interest in the product. They may also be in the right location, be the right age and gender or have previously purchased a product that is complementary to the one you would like to sell.

If you do not have access to any data, you can start building your database by adding gated content to your website. Find out more.

Create the right content

A huge 74% of online consumers are fed up with seeing content that doesn’t relate to their interests**. The best content is relevant content. If you’re relevant to your audience, be prepared for a flood of returning visitors to your website.

Make your dynamic content relevant by reaching out to subscribers in their own language, showcasing specific offers on products they have been viewing, relating your content to the weather in their location or displaying a live feed with the most up-to-date information on a topic they have been following.

You can deliver your dynamic email in four key ways including conditional content, where specific messaging is displayed based on set criteria, XML or remote content, an API single send, where your content is specifically personalised for one reader, or a real-time email where content will adapt when the email is opened according to the location, device or weather.

Want more information or need to talk it through? Contact us for a personable chat or read up on our best practices on email deliverability.