Wissen Sie, was Ihre Abonnenten wirklich wollen?

As marketers, we all know how important it is to make sure that our email and other direct marketing efforts are relevant to our customers. We also understand that customers are taking more control of their relationships with us and are demanding that we engage with them in ways that work. Doing this effectively requires a marketing strategy that integrates efforts across channels, while allowing for us to continuously “listen” to our customers and adjust tactics based on what we “hear” from them.

As we enter 2012, here are a few of the main themes that our analysis shows will be on every email subscriber’s wish list, as well as ways to engage with them and give them what they really want.

To belong
Everyone wants to feel like they are part of something. Utilizing “welcome” programs to initiate a sense of belonging — letting subscribers know more about your brand and your email, social, and mobile programs and their benefits — is a great way to make them feel part of your community.

This year, consider taking your welcome emails a step further and deploy a welcome series. Strategically crafted creative elements, calls to action, and messaging in each treatment of the series can enable continuous subscriber engagement and optimize results with double the open and click rates and three times the transaction rates of promotional mailings.