The Definitive Guide To B2B Email Marketing

Email Marketing

One of the most valuable aspects of running an independent webstore is your ability to build an email list. In their quarterly email report for 2012’s fourth quarter, Experian Marketing Services found that the time of day that received the best open rate was 8:00 p.m. to midnight. Collecting and analyzing data about your website and competitors is key to a successful marketing campaign-and the more data that you can collect, the better off you’ll be.

The key to success is to take these ideas, throw them into your email marketing plan and iterate until you are killing it too! Spend the time to build a plan for your email marketing with these five helpful tips, tools and strategies that can help you grow your brand and build up your bottom line. Another email marketing mistake that nonprofits frequently make is not using an Email Service Provider (such as MailChimp) for their marketing emails.

In this article, we’ll do a deep dive into each of the top email marketing picks followed by an explanation of important features you want to explore before choosing a provider. Our email marketing tools show your return on investment for each email right in your Square Dashboard.

Delivers the best of both worlds, with email marketing that’s simple yet powerful in its ability to deliver individualized messaging to millions of consumers. Usually, best practice is to use an email subject line to motivate the reader to open the email and scan the first few lines. EMarket Solutions has helped us set up and effectively run our marketing campaigns and have proven to be everything we needed plus much more. This was originally implemented to overcome a number of issues; the first being the inconsistencies within mobile email clients when rendering responsive structures; particularly those lacking media query support. Create and publish high-converting squeeze, video, and promo pages with our drag-and-drop editor, advanced optimization tools and integrations, and more than 100 mobile-ready templates. Very valid points are discussed in this post regarding Email Marketing Thanks for that.

For example, you can purchase a package of 1,000 email credits for $25, or 50,000 for $500. Here are 10 tips from Campaigner on how email automation can help contribute to your bottom line. I just started using content upgrades this year and my email subscription rate increased. This tiny yet extremely crucial aspect of the email marketing world is the first thing that the targeted customers will see.

Without specific key performance indicators, or KPIs, in place, it’s nearly impossible to identify what tactics are working, and what parts of your email marketing strategy are worth scaling up. While not a self-hosted app, Sendwithus is an email app designed to let you send emails from your own app, using the emails sending service of your choice. The drag and drop email builder makes it easy for anyone to create beautiful emails in minutes, even if they have no coding or technical experience. Set aside an hour every month to look at your email stats and think about what is working and what is not working.

Perfect data is what boasts, a smart drip email marketing campaign maker that helps out in sending a targeted humanized message based on your customer’s interaction with your website or app. Reason being, I use WordPress and Thrive Leads has everything I need to build my list, from opt-in form builder tools, analysis and metric tools to audience and content targeting tools. Perhaps the most appealing advantage of email marketing is the return on investment.

The design of the newsletter used in your email marketing campaign should reflect the corporate image of your organization. Over the years, I’ve used ActiveCampaign as the backbone for our agency, as well as for managing Leadformly’s sales pipeline (a B2B software company we run). About Blog – Email marketing tips, growth hacks, industry updates, and more from Campaign Monitor’s email marketing experts.

Therefore, if a subscriber signs up to something, whether it is to receive future blog posts or a series of email tips, it makes sense to thank them and welcome them. It’ll become clear throughout this post why features like automation and event-triggered campaigns are so valuable for ecommerce marketing, so I won’t go into too much depth here. Organize campaigns in minutes with easy to use email creation tools and professional pre-made templates.

FITT Email Marketing Strategy

Groupon’s Segmentation Strategies Across 115 Million Subscribers

A couple of weeks ago we wrote about some select project management tools out there. I also teach one of the most popular Udemy Marketing courses and run the websites Online Course Coupons, Free Course Daily and The Course Factory to help instructors promote their courses beyond Udemy. The better your segmentation, the more effective your email marketing will become.

Email marketing software allows you to target specific groups of potential customers with every campaign you send. If you’re in SaaS, use an email campaign to recover people who abandon your trial sign up flow. The problem with all these hosted mailing services is that your lists are hosted on a third party server and thus they are suceptible to hacking and theft or loss. Kraig Swensrud of Campaign Monitor: 2016 is the year coding emails becomes a thing of the past, anyone can now create beautiful, professional email campaigns with drag-and-drop technology. Email Deliverability Rate – AWeber proactively seek out and resolve potential deliverability issues to ensure maximum deliverability of emails. Most people do not change their email address often, and even if they do not read your email, they’re likely to see the subject line, which keeps your business’s name fresh in their minds. Beginner tasks like broadcast emails and basic email sequences are easy to execute.

Confirmation email sent regardless double opt-in or single opt-in: No. They’ll get a confirmation if you choose double opt-in, but there is no confirmation email if you choose single opt-in. If you are on a budget rather than cutting out a list building tool at the least go for MailChimp which is free up to the first 2,500 email subscribers. Part of the magic here is that your email subscribers are as close to the sale” as it gets. If you’ve used other platforms before, you may notice that some tasks are a bit more cumbersome.

Everyday, our marketing team spends a fraction of their time combing through those replies, and these range from basic help needed to product feedback, payment issues or even partnership requests. The software helps you convert the data into actionable insights so that you can create effective marketing strategies and boost existing marketing practices. If recipients haven’t yet opened your first message, resend the same email twice, but with a different subject line.

This solution is additionally one of the very best e-mail shipment services in business as it preserves specialists that work on ensuring that e-mails wind up in inboxes instead of spam folders. So here are five things that you can do to create the perfect email marketing teaser campaign.

Encourage customers to pick up the phone and call you or prompt them to reply to the email with their questions. Motivate your readers to convert by providing a compelling Call to Action (CTA) in your email body. In order for the reservation to be attributed back to the campaign, the recipient had to have engaged with the email somehow – either by opening or clicking. It does not guarantee successful delivery of your email when you try to send out via your email server. They obviously went to your website for a reason, give them an opportunity to give you their email. If a new user hasn’t logged in during the free trial period, then this email probably isn’t going to persuade them. For example, when someone visits the checkout but doesn’t complete a purchase, we can trigger an email campaign. Constant Contact This giant of email marketing providers also offers a free trial, but it only lasts for 60 days.

Consumers crave an optimum mobile experience and more than 50 per cent of email opens are through using a smartphone, according to our recent benchmarking report. Imagine you are sending out a broadcast email to your list announcing your latest blog post. When they released their free plan i did get abit worried the delivery rate might go down due to spammers abusing their system, however it hasnt seemed to ruin it.

If your business evolves to the point where your current email service no longer has the functionality to support it, you can import your contacts to a new email marketing service and go from there. Get introduced to one of the best all-in-one email marketing platforms that you can use to manage your entire email marketing strategy.

Note ConvertKit use Calendly to handle registration and sending email reminders for their own regular weekly webinars. In April last year, Movable Ink, an e-mail marketing firm, and Best Western, the world’s largest hotel chain with more than 4,000 properties, began a three-part campaign to better optimize the 20 million monthly e-mails sent to customers. ConvertKit’s plans are list-based, meaning you’ll pay depending on the size of your email list. Headspace, the meditation app that has more than one million downloads, comforts the reader immediately with this survey email by opening up with Yes, it’s a survey. Below are two email templates that you can use and adapt to your content delivery workflows. Products must have 10 or more ratings to appear on the TrustMap, and those above the median line are considered Top Rated. An email with a grid of products is generic, and probably won’t inspire users to take action.

Any email marketing service will let you craft a campaign, send it out into the world, and track its success. Email marketing software mains function is to send newsletters or promotional materials to opt-in lists of subscribers. As it gives some creative thoughts and tips which could be utilized to upgrade their email advertising strategies.

One of my findings is that the sentence Level up your email marketing!” encourages visitors to subscribe 7x more than Subscribe to our newsletter.” It’s easy and ingenious, but it took me some time to find it out. It’s perfect for new businesses that are strapped for cash but still need a solid email marketing platform. OptinMonster : It is one best plugin to build email list I have used for some of my niche sites & it worked well.

The additional information gives you a better chance to tailor your email marketing to match what they’re most interested in. And that gives you a better chance to convert them into customers. With so many emerging digital channels and online platforms to choose from when marketing to your consumers, you can be forgiven for overlooking email marketing as an ‘old school’ approach. Infusionsoft is a leading sales and marketing software for small business owners that helps them get organized, grow sales and save time. Tracks the success of individual email campaigns by measuring the frequency with which prospects engage (open, click links etc.). A common example of permission marketing is a newsletter sent to an advertising firm’s customers. Drip email campaigns are marketing emails you set up in advance that automatically trigger off of events.

A Beginner’s Guide To Successful Email Marketing


ECommerce email marketing is a specific style of email marketing focused on eCommerce sales and customer engagement. I recently tuned into a webinar: The 8 Second Challenge: Email Marketing for the Shrinking Attention Span from Emma and the team talks about how to take this 8 second attention span challenge and turn it into an opportunity. Then consider fine-tuning your strategy by using effective email marketing techniques backed by data. For example, by starting your email with Hey FNAME” every recipient is greeted with their first name, if it is saved with their email address inside your account. While email isn’t dead, one thing is clear: The email newsletter is a dinosaur. And while we’re not advising our senders to stop sending email blasts (we provide software that allows for this exact type of sending), we think it’s time to reframe how we think about an email blast for good. Don’t be too greedy to put everything you have to deliver into the email subject.

By using A/B testing (and ensuring that you always test just one element per email), you’ll be able to compare your emails and always know what is performing and what isn’t. Before sending an email from a Gmail address, MailChimp’s in-line error notification asked us to acknowledge the risk.” This kind of just-in-time training makes it easy to avoid making spammy mistakes. Squint at the email from a distance and see if the call-to-action is obvious and apparent. The insights we get through social media, mobile, online and offline interactions, when combined with other data sources, should lead to a single view on the customer and enable businesses to optimize all their marketing efforts. Read key data on mobile commerce sales, traffic, conversion, devices, marketing and more.

These will be delivered automatically at intervals of your choosing-perhaps 3 or 5 days-once each new subscriber signs up. In this mobile-first world, if you want to spruce up your email acquisition and retention tactics then you need to understand how people want to engage with your business. Follow these tips to create better and goal oriented campaigns and watch how they increase your conversions! Email marketing strategy is the stepwise formulation which if implemented successfully can reduce marketing costs and brings in more profits through considerable results.

Although email has been around for a while, it’s getting a fresh coat of paint that makes it an incredible marketing tool. Here’s more on choosing software to meet your needs, along with detail on how we arrived at our ranking of these 10 applications. I offer multiple free giveaways when people sign up, so I need to segment my list.

First of all, they offer every customer a personal marketing coach to assist with any questions or problems you have. I enjoy helping our clients grow by building their business through executing a variety of different digital marketing campaigns. While CampaignMonitor continues to add more features and refine the experience, their goal hasn’t changed since its inception — to make it easy for anyone to send engaging email newsletters to their audience. Put a permission-based email marketing program in place, clearly state the promise you make to your readers (what will you deliver?) and show up consistently with VALUABLE content. Buy!’ can be really off-putting to people,” so make sure to intersperse useful messages with informational content in your email marketing.

Connectio – Connectio is one of the most powerful Facebook marketing tools available to small businesses and enterprises of any size. Marketing is about interrupting patterns, and you’re not interrupting anyone’s pattern if you keep saying the same thing. If you’re using email in that way, then Facebook is probably a better bet for you, because you obviously understand it better. What It Is: Rapha’s example above, published by Campaign Monitor , demonstrates another great use of email marketing – gathering feedback from your customers. If you’re serious about reaching more people and having more successful conversions, you can’t ignore email marketing. The long form, three column email newsletter format is becoming a thing of the past.

When you identify emails that have good click-through-rates (CTR) and conversions you can take a look at the open rate of those emails to gain an understanding of what a good open rate looks like for your business. The most common forms of trigger emails are ‘welcome’ emails, ‘thank you’ emails and ‘transactional’ emails, such as order confirmation email and email receipts.

Email marketing is one of the best tools you can use to drive user engagement In this day and age, there’s no reason to avoid it, especially considering the variety of tools available. From address: The name that appears in the from” field has a huge impact on whether the reader opens your email. Overall, this proved to be a good email marketing strategy that also helped to improve brand perception. In the UK the ICO has issued more fines for illegal marketing this year than ever before and we can expect to see even more fines in 2017. Email marketing is a great way to show new offers through direct, appealing images, videos and infographics.

Picture a nicely designed email in your mind, and it likely includes—at most—a small header photo at the top, a background color, and formatted text and images below that. You’ll have access to MailChimp’s email template builder and an array of tracking and signup tools. Takeaway Message: Use images sparingly, rely on html to enhance the look of your email and never use an image to convey a critical or important message.

I can’t really tell why things aren’t working for you without knowing a lot more about how you use email and what you do otherwise with your marketing. This email from Gazelle is a great example of a transactional email with a marketing twist. In addition to its send API, Mailjet includes a graphical template designer where you can customize its built-in themes and use them to send email newsletters to your customers. Full service involves members of MessageSherpa’s professional staff handling your email marketing for you beginning at $300 a month. Please check that your email follows the xxx@ format and doesn’t contain special characters.

So, we’ve scoured the web for customer reviews and feature information to give you a comprehensive view of the top platforms on the market to help optimize your email ROI. Email automation tools are changing, allowing email marketers to set strict parameters on who receives which email. Simply put, if you’re a B2B marketer than it might be wise to opt for a standalone business email platform, however, others such as Experian offer this as part of a wider marketing cloud solution. Additionally, we’ll discuss ways to choose your email marketing service and go through the process of setting up a campaign on MailChimp, one of the leading email marketing platforms. Bounce Rate is often overlooked, but it’s a critical metric to monitor across all your email marketing efforts. Send a few variations of your email to a sample of your list and have the best performing one sent to the rest automatically.

Another is zoho mail, it is also 2000 free email credits as like to mailchimp offers. Each individual email within a campaign should have a specific call to action that you’re focusing on. MailChimp is a popular all-rounder in the world of email marketing services and list management. If you can’t take notes now, then bookmark and come back later because the message delivered today equals MONEY FOR YOUR ECOMMERCE BUSINESS. After a sale is made, the first email in the series should be the order confirmation.

Template Email Marketing Free

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To stand out, your ecommerce emails need absolute priming to look inch-perfect. Other elements that fall under the marketing automation features include search marketing, website monitoring, Ad Bridge, engagement engine, sales intelligence and CRM integrations. For example, when users finish one email course, this can trigger them starting another email course. Send mailings or newsletters with our bulk email software and start your marketing campaigns now! You see, there’s no stock answer to the question what time is best?” Like everything else in marketing (and life), the true answer is it just depends.

If one of these options doesn’t meet your business needs, there are a panoply of other email marketing software platforms out there, like Pardot , Hubspot , Sendinblue , and Constant Contact , to name a few. Thought email marketing wasn’t effective until I found out our emails were being sent to the spam box.

You can drag-and-drop email elements, design them the way you want, and quickly send your finished newsletters off to your customers. Marketo provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships. We get it – you have a dozen other things to do, and email marketing often slides to the bottom of the list. The number of reviews received on G2 Crowd; buyers trust a product with more reviews, and more reviews means a more representative and accurate reflection of the customer experience. It also goes into detail on ways to build an email list that you would use to send your emails.

Let’s take a look at the first five email strategies you should try for your online store, from basic recurring what’s new” messages to targeted requests sent to specific customers. The free MailPoet plugin gives you access to the basic features and if you need more power, you can always upgrade to the premium version. Also take a look back at your requirements document to make sure you’ve covered everything and your copy is working towards the stated goal of the email. If you’ve already tried another email newsletter app and want something different, you’ll want to be able to move your lists and not have to start over from scratch. A strong subject line and preheader (what users preview before opening the email) is important. Analysing existing strategy and campaigns to suggest possible improvements or additions that could be made.

We have a lot to say about cart abandonment email campaigns So much that it wouldn’t fit in this tiny space, so please see our guide on the topic which you can download as a PDF here. Permission-based email marketing has a higher return on investment than unsolicited email, direct mail or traditional advertising and has revolutionized the way we do business. If you’re interested in sending your marketing email through SendGrid, visit our Email Marketing Solutions page. Altogether, Standard Email offers a terrific collection of tools for hands-on marketers that wish to change their e-mail layout ideas right into truth. When I was researching email list management software I didn’t really know where to start.

SME Joinup’s email marketing services are designed to be cost effective and response efficient so that you can receive maximum benefit. Thus, use an email account from a private domain, instead of free domains like yahoo or gmail, to send your marketing campaigns. A series of email tips closely related to your prospects’ wants and needs can be a great way to build trust with them. By cleaning our monthly email list, we can send those email addresses who aren’t engaging with our monthly newsletter a more relevant email, like an important product announcement or other exciting news. This might sound a little crazy but I have never had much success through email. Create an email that has a clear message, simple layout and direct call-to-action.

Content marketing is about more than email marketing campaigns and newsletters. I read through dozens of detailed reviews and hundreds of suggestions from firsthand users. For our review of the best email marketing software, we put each application though several tests mimicking actual use scenarios.

Our eCommerce blog is an opportunity for us to share some of the ideas on our minds regarding eCommerce, provide value for our readers, listen to their feedback, and stimulate new thoughts for everyone. Break email newsletter up into trackable components and keep track of what works and what doesn’t. Benchmark Email is a fitting name for this e-mail marketing service since it establishes a benchmark for the sort of performance you would certainly anticipate to assist you improve your email marketing campaigns. It makes unsolicited emails illegal without consent and sets other marketing guidelines.

Some features excluded in free version, including: autoresponders, spam filter diagnostics, email client testing, delivery by time zone, and advanced social media monitoring. If you are having trouble with this, send out an email asking for a quick five minute chat.

On the contrary your email marketing campaign needs to have a content marketing strategy i.e. what type of content to deliver by email and when to deliver it. You can manage your email lists, segment them into groups so everyone gets the emails they’re most interested in, and send messages using pre-made templates, so you never need to touch a line of code.

In fact, there are services, such as Comm100 Email Marketing, that allow you to host your email marketing using professionally-designed templates that you can then just alter to your own needs. By following these 5 best practices, your email marketing agency can improve its efficiency and its performance. It is one thing to have a remarkable growth rate, but having a dismal open rate makes for an unsuccessful email marketing campaign. If the exclusive content is good, they’ll recommend your email list to other people and make it a point to open every email they receive from you. A good way to see if your subject line passes the test: After you finish writing your email put yourself in the email recipient’s shoes. Always send a test email to an account that has images disabled and check to see if it makes any sense at all.

If you had automation software in this scenario, you could simply pull up that account and see every meeting, phone or email conversation you or your team has ever had with that person, as well as past agreements and marketing materials sent. Long gone are the days where all users accessed their inbox from the same email platform on their desktops.

My best email marketing tip is to really review and understand the triggers and automation capabilities of your email marketing tool. The Barista Bar uses the same strategy to encourage followers to sign up for their Coffee Club, which requires an email address.

This could be an abandoned cart, a specific product they viewed, a form that was left mid-completion, or any other trigger your marketing automation systems are able to detect. This email marketing software offers the most affordable option to consumers only looking for a few basic tools. Now that you understand each stage of the marketing funnel and how you can use email marketing to move your subscribers deeper into your funnel, go ahead and plan your own email strategy to guide your subscribers through each stage of the funnel. Update: During the month of October-16; GetDrip launched free marketing automation plan which offer business to manage 100 email contacts for free of cost. Here are five great email marketing tips from entrepreneurs and digital marketing experts. So let’s take a look at what’s likely to happen in the email marketing industry next year. BuzzSumo – Content marketing tool to see which articles are most popular on any topic.

The power of the system enables personalised email campaigns to be sent based on actions users have carried out or events that the merchant has defined. So, now that we’ve gotten the definitions out of the way, let’s discuss why it’s vital that your organization enact a dedicated B2B email marketing strategy. Even if you only have 20 or 30 people on your email list, it’s not too soon to start segmenting it based on the type of information people are looking for. Such segmentation is a superb marketing tool, because you’re encouraging people to continue their shopping experience. Be sure that your email newsletter is optimally displayed on every screen – whether it is a tablet, mobile phone, laptop, or desktop computer.

Commerce Email Marketing

Ecommerce Email Marketing Best Practices Infographic

For small business owners or anyone promoting an event, email is a valuable, free marketing tool. Its platform transforms the complex process behind successful email marketing into a manageable task, enabling users to segment and target prospects, craft content, optimize message delivery, track customer behavior and create collaborations within a single dashboard.

ISPs will look at who you are sending to, how often, the number of abuse complaints from sends and whether email is opened or clicked on All of these factors determine your reputation with your ISP and affect whether your emails are delivered to your subscribers’ inboxes.

Whether you want to let your customers or potential customers that you’ll be attending a tradeshow, you are alerting them about an upcoming sale, providing an early-bird discount, or you just want to share some valuable information, email marketing provides an excellent way to keep in touch with your audience.

At GLOBAL TECHNOLOGY AND SERVICES we offer world-class yet affordable design services that include customized logo designs, corporate identity designs, presentations, brochure designs, greeting cards, flash intros and fascinating flash-based & non-flash websites.

When you need more features, you can upgrade to get more automation, segmentation and integration, so you can set up autoresponders, categorize your contact list to target demographics, and set up MailChimp to work with contact relationship management services such as Salesforce.

Finally, add links to your social profiles at the end of the email — whether this means social icons linked to your profiles on each social platform (think Facebook, Twitter, Google+, LinkedIn, Instagram…you get the point), or asking them to Like you/Follow You/Connect with you on PLATFORM.

If you’re considering utilizing this type of visual in your emails, thoroughly test it on a variety of platforms and if it freezes on one particular frame, make sure it’s an image that can stand alone and still give users a complete understanding of what the content is about.

There are nine mobile apps that come along with MailChimp, letting you do everything from send emails and check your stats to sending email newsletters based on pictures you snapped on your phone and signing up new contacts to your lists from a tablet.

The Beginner’s Guide To Using MailChimp For Email Marketing

5 Actionable Tips For Email Marketing Beginners (And Experts)

You want a highly successful, six-figure business, with multiple income streams that make you money in your sleep. I would require your advise on what exactly i can do regarding taking up E-marketing as a career path, I have a BA in marketing and was thinking on furthering on E-marketing, as to understand the basics and get the knowledge how to run a successful E-marketing business.

Using Targeted Email Marketing to Improve Results – Matching the email marketing message to customer type and expectations improves response and engagement Testing targeted email marketing to see how it affects results is a part of every successful marketing strategy.

Tell your subscribers what kind of information to expect from you (new posts, infographics, coupons, offers, etc) and when (every day, every week, whenever you have a new post etc.). Be honest and try not to promise something you cannot deliver otherwise your email marketing efforts will fail.

There’s no better way to promote an event that to invite people that already know who your company is and what you do. A 2015 study by BrightCove and Content Marketing Institute found that meeting potential customers is the most effective tactics for B2B marketers’.

As an Email Marketing Consultant with over ten years’ specialist experience, I know that email marketing underpins the entire relationship you have with your customers, and it can absolutely make your dream a reality – if you know how to use it right.

The final part of the course is devoted to mobile aspects of internet marketing, and how mobile devices are changing the way users interact with websites, thus making it necessary to adapt your website to this growing trend and incorporate mobile aspect into internet marketing.

Internet Retailer’s proprietary ranking system uses an algorithm to score web merchants on these 6 data points: how many emails they send per month, the percent of website traffic they receive from email, whether they offer sign-up incentives or not, and a check of whether they send messages after shopping carts are abandoned, optimize emails for mobile, and gather email addresses with pop-up boxes on their home pages.

Once you have the email addresses of people who are interested in currently out-of-stock items, you can also take the opportunity to let them know about other related products that they may be interested in buying in the meantime while they wait for their preferred product to become available again.

Growing your email mailing list, whether it be from scratch or as an ongoing effort, can be daunting, but fortunately for eCommerce brands there are a number of things you can do to encourage both prospective and existing customers to subscribe to your email campaigns.

In email marketing, any communication flow into the customer relationship and the customer lifecycle offers a variety of occasions for transactional emails, whether order or shipping confirmations, information material according to website requests or follow-ups on customer satisfaction after services, deadline reminders or just additional information on the products purchased.

As an email marketer, one of the worst, most stomach turning moments is realizing you sent an email out to thousands of subscribers with a mistake in it. Whether you sent the email to the wrong list, used the wrong link in your CTA or left out a crucial piece of information, we’ve all been there.

The GetResponse email templates are just about as modern as MailChimp’s, but its interface is definitely less intuitive — lots of unlabeled icons means you have to try ’em out to learn what they do. That said, GetResponse does have an undo” button, which is something MailChimp sorely lacks.

In an integrated marketing approach the details regarding the way your customers interact with messages on Twitter and other communication and information channels flow back in the form of data, leading to insights, leading to actions and optimizations regarding your other marketing channels (for instance segment your email subscribers in function of their social influence, on top of their preferences).