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Sending rules are powerful and flexible tools that can enhance your campaigns. You can use them to: shorten sell-cycles, put the best offer in front of each customer every time, and prevent costly marketing mistakes.
Sending rules let you apply if-then conditions ("if this happens, then do that") to your campaigns (rules-based campaigns). For example, if someone clicks on a link in your email but doesn't convert, you might want to send a second email ten days later with a better offer (a triggered email). A sending rule can do this for you automatically.
You can also use sending rules to apply corporate mailing standards to all of your company's email marketing campaigns. You can use a sending rule, as an example, to enforce a frequency cap for every mailing, e.g., a customer can only receive one marketing email every thirty days. It's a simple way to get automatic protection from inadvertent over-mailing.
But the real power of sending rules lies in combining them. Suppose you have the frequency cap rule in place. When someone passes the thirty-day barrier and is eligible for another mailing, you will want to send that person a relevant offer immediately.
You could do it manually, of course, but why not add a second sending rule to do it for you? Rule two will automatically: select the most relevant offer for that person using your selection criteria, e.g., propensity-to-buy; add appropriate dynamic content to personalize the email; and then send it to him for you.
At Boomerang, you can apply as many sending rules as you wish to your campaigns. We work with you to define them and then program them into our system. Thereafter they run automatically until you want them changed.
For a free consultation about rules-based campaign or for questions about Email Sending Rules, please contact a Boomerang sales representative at 1-800-779-7792 or sales@boomerang.com.
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