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World Cup 2014: Watch and learn…

May 28, 2014

As 12th June fast approaches and the world turns its attention to the biggest sporting event of the year, it’s your duty as a dedicated email marketer to keep your eye on the ball and take a few valuable tips from the footlball pitch.                                                                                                           
                                                                                                                                                                  From Algeria to the USA, each squad has something they can teach us but let’s keep things simple and look at my top five contenders:
                                                                                                                                                              Germany- It would appear to be Deutschland all the way this year, largely because of their superfast shooting ability. So if you want to increase your online sales, put in place real time basket and browse abandonment triggered messages and you’ll reach your goal. You don’t need to be as fast as Podolski’s record 6 seconds, but respond within an hour and you can see your sales increase by over 20%
                                                                                                                                                              Brazil- I can’t ignore the host team. They are a strong side and have the added advantage of having the home crowd behind them. It’s this magic ingredient that can make all the difference, so build trust with your customers and clients and ensure you include this in your marketing recipe.  Engage in honest and open communication with your recipients, listen to what they say and your customers and clients will feel at home with your company and brand
                                                                                                                                                         Argentina- Renowned for the strongest attack, this team knows how to grab attention from the outset so look at striking subject lines and clear calls to action. Use simple, direct language and don’t let too many images confuse your message.  A “Messi” campaign is only successful on the pitch!
                                                                                                                                                              Spain- Spain has a pure approach to football, and their class and expertise shine through.  Their roaming movement and positional interchange would serve as great guides in any email marketing strategy. With a little flair and creativity your campaigns can flow naturally in response to your recipients’ behaviour and actions
                                                                                                                                                                Italy- Their tactical versatility can surprise and often sees them triumph. Look no further than Andrea Pirlo’s incredible vision and you too can be l'architetto of real time responsive designed campaigns that will adapt to when, where, and how your recipients open and interact with your messages
                                                                                                                                                                       I can already hear the voices of dissent so, if you don’t agree with my top five or think we should look a little closer to home for inspiration, let me know. Just remember that when it comes to your email marketing strategy, leave everything on the pitch- it’s more than just a game of two halves!

Posted by Rebecca McCormick

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