The results of the efforts and time invested in email marketing depend to a large extent on how marketers develop the subscriber base. Since average opening and click rates are generally not high (for example, 15.66% and 2.07% respectively for e-commerce e-mails according to the MailChimp report), the return on investment of work with a small audience becomes red.
Vendors are involved in many ways to develop their mailing list. To name a few, they ask customers to create an account to buy, encourage them to sign up for a newsletter or collect contact data during promotional events on the site. These techniques have proven effective. Salesforce Marketing Cloud offers non-trivial ideas for those who want to access a broader audience.
How does Salesforce Marketing Cloud help you?
Marketers can attract new subscribers by creating a Facebook-like audience in Advertising Studio. They take advantage of CRM data from their current customers to search for people with similar personal characteristics (age, sex, marital status), interests, profession, and so on. This technique works best when marketing professionals take their popular customer segments to similar audiences. By looking to increase the number of subscribers, they can start by creating a segment of customers who regularly open e-mails. To configure the parameters of a search, they choose to optimize it based on the range (for greater coverage) or similarity (for a more accurate match). When the audience is created, marketers use the Advertising Studio feature even more to create specific Facebook ads. As a result, they reach a new audience of potential subscribers to the newsletter.
Salesforce Data Studio is another way to discover new audiences. This data exchange platform eliminates the role of intermediary in the process of purchasing audience data and creates a transparent and secure environment for businesses to directly contact data owners. Purchasing data from third parties has the advantage of having superior quality and accuracy over third-party data. Marketers can access e-mail lists relevant to their activities. Suppose a furniture brand can use Data Studio to search for independent designers and offer them a subscription to weekly newsletters.
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