Forms & Actions > Closed-loop marketing

Closed-loop marketing

Closed-loop marketing is direct marketing under ideal circumstances. This dialog marketing process consists of a self-governing control loop involving the results of an email marketing campaign flowing directly into the draft of the next campaign. The OpenEMM system provides you with the corresponding tool for this. It enables you to further develop your subscriber database, since the subscriber profiles are automatically extended with the feedback from the recipients and updated for the next mailing campaign. As such, it is possible to optimize the way you address customers by allowing the interests of your customers to be incorporated for future campaigns.

In other words, this implies addressing prospects and existing customers with the aid of database-assisted emails that are customized for each recipient and individualized as regards the contents on the basis of a specific customer profile so as to achieve a maximum response quota.

Fig. 8.34: Using the information fed back, you can plan your next mailing campaign more effectively.

Fig. 8.34: Using the information fed back, you can plan your next mailing campaign more effectively.

If a subscriber clicks on a specific link, the OpenEMM changes the profile of the clicking subscriber such that the click behavior triggers new actions (e.g. correspondingly modified contents in the next newsletter).

An example will make this clear. Let us assume you incorporate two links in your newsletter, namely one for a travel offer to Australia and another to a car manufacturer and his latest model that you have on offer. Subscriber A decides to click on the link to the travel offer, whereas subscriber B opts for the car offer. This process is noted in the subscriber’s recipient profile – the dialog with the subscriber slowly forms a profile of his or her interests. As soon as the subscriber has clicked a pre-defined number of times, further email actions could be triggered based on the profile characterized by the clicks. Subscriber A seems to be interested in travel, so you could send him or her customized information about special travel offers at a later stage. Subscriber B being interested in cars will receive car information based on his interest profile as shown by his clicking behavior.

Framework conditions for dialog marketing are set in the OpenEMM in four stages:

1.Firstly, create a corresponding field in the Profile Database to store click behavior.
2.Secondly, define an action modifying subscriber profiles.
3.Now, connect the link inside your newsletter (with which you wish to establish the click behavior of your subscribers) to a pre-defined action.
4.After sending out the newsletter, you can prepare follow-on mailing and define target groups for them.