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SYS-CON MEDIA Authors: Liz McMillan, Elizabeth White, Esmeralda Swartz, Andy Jonak, Carmen Gonzalez

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StreamSend to Agencies: Six Ways to Drive Email Campaigns after the Landing Page

StreamSend, the email marketing service provider, shares six steps how agencies and marketers can add online remarketing to their clients’ email mix and significantly boost email campaigns’ conversion rate.

“Our clients have seen click-through rates which were as much as 450% higher from dynamic remarketing campaigns vs. campaigns that did not use dynamic creative for remarketing.”

Google.com

“With new channels and communication options continually changing the playing field, it’s essential that agencies update their playbook so that they and their clients can adapt, survive, and thrive,” said Dan Forootan, president of StreamSend Email Marketing. “An online remarketing campaign is a great example of that progress, letting agency marketers re-target people who have clicked on their clients’ email and visited a landing page, then serving them highly targeted offers after they’ve left the clients’ site.”

1. Search and Create

Campaign deliverables: When integrating search into an email campaign, marketing deliverables should include an email template, the email campaign landing page, remarketing display ads in multiple sizes, and dedicated landing pages for each.

2. Don’t Be Afraid to Ask Again

Content: The job of your clients’ email campaign is to get people to click through to their landing page. The landing page’s job is to get people to take action. The job of the remarketing ad is to target those who did not take action the first time and bring them back to the site. While the campaign must be cohesive, each deliverable should have distinct messaging based on its objective.

3. Smarten Up Your Ads

Creative: Create multiple ads for each benefit, feature, or offer so that when the ads are served dynamically, something new is learned about your clients’ product or service. This will encourage people to engage with (not ignore) the ads. Depending on how you set up your remarketing campaign, you will also need to create different versions of ads for segmented audiences so that the right message is served to the right audience.

4. Make Them an Offer They Can’t Refuse

Offer: Consider whether those who have visited your clients’ site and taken action should receive a different offer than those who haven’t.

5. Send Them Home Happy

Remarketing landing pages: Create a dedicated landing page for the remarketing campaign, to ensure continuity. Keep in mind that the first landing page did not successfully get these visitors to take action.

6. Grab the Data Wheel

Data: The beauty of online marketing—and remarketing—is that you can capture data almost instantaneously. Your task is to use that data to continually refine all of the above: content, creative, offers, and landing pages.

Learn more about remarketing and the other ways agencies can put the power of email marketing to work for their clients -- read StreamSend’s Agency Email Marketing Guide at www.StreamSend.com/AgencyGuide.

StreamSend

StreamSend offers an easy-to-use, affordable and reliable email marketing service designed to help businesses maximize the reach of their marketing budget when sending an email newsletter or using Social Media. StreamSend offers a number of industry-leading standard pricing plans, private-label and affiliate programs and hands-on personal client service. Started in 1998, StreamSend is a leader in Email Marketing.

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