{"id":788,"date":"2016-05-31T11:46:43","date_gmt":"2016-05-31T09:46:43","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?p=788"},"modified":"2023-04-17T00:13:40","modified_gmt":"2023-04-16T22:13:40","slug":"send-emails-efficiently-with-marketo","status":"publish","type":"post","link":"https:\/\/merlinleonard.com\/en\/send-emails-efficiently-with-marketo\/","title":{"rendered":"Send emails efficiently with Marketo"},"content":{"rendered":"

\u00ab\u00a0The best marketing doesn\u2019t feel like marketing<\/em>. \u00bb
\nTom Fishburne \u2013 Marketoon Studios<\/p>\n

What is the ideal email? Many blog articles, infographics, white papers or even books offer you THE best practices for your emails. But in the midst of this abundance of sometimes contradictory advice, there is one thing that everyone will agree on: it is that an email should not end in an unsubscribe click or end up in spam!
\nIn this article we give you some tips to send emails efficiently<\/strong> via Marketo.<\/p>\n

Send an email efficiently with GOOD CONTENT …<\/h2>\n

We have already told you in this blog, personalizing your content<\/a> is now essential. Emails are no exception to this rule!
\nStart by targeting your content with a Preference Center<\/strong>.
\nThis will allow you to determine the themes (product categories, ranges, types of services,…) on which your prospects want to receive content.\u00a0Double advantage<\/strong>: you know your prospects better, you can target them better and above all you avoid unsubscribing by sending them content that interests them!<\/p>\n

Still on the personalization side, establish a behavioral targeting<\/strong>: send your emails taking into account the customer journey<\/strong> of your leads. Thanks to your preference center, send your latest infographic on inbound marketing to your contacts interested in digital marketing and your white paper on setting up an international CRM project to your contacts interested in CRM!<\/p>\n

\"email<\/figure>\n

Source<\/a><\/em><\/p>\n

Use dynamic content<\/strong> (or snippet) to easily personalize your emails according to the recipient’s location or sector of activity.
\nPersonalization features are not unlimited in emails in general.
\nSo it will always be necessary to think about providing a “View as web page” whose text is customizable in Marketo.<\/p>\n

Finally, and coming back to the content of your emails, Marketo identifies 4 simple objectives to engage your recipients: solve one of their problems, make them earn money, teach them something or simply entertain them…<\/p>\n

… sent at the RIGHT TIME …<\/h2>\n

First, be consistent in time with a fixed frequency of sending :<\/p>\n