It seems like online retailers have evolved far more quickly than the email service providers have been able to keep pace with. From what I could tell, the level of service provided catered only to the weekly newsletter requirements from days of yore. Up until recently, the systems on offer had not been ramped up to properly cope with more frequent sending that is now typically once or more per day. After multiple failures, we naturally seeked out alternative vendors.
The first thing to consider is: Are you deal...
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Through an understanding of each step of the customer journey from offer discovery through to purchase and post-consumption activity, we can design a lifecycle messaging plan to optimise lead conversion and retention.
Performing a cohort analysis, you can identify high-value segments and also glean insights from which you can design reengagement assets. Through a robust testing framework, you can identify what combination of design, content and timing works best. This post presents a framework for your organisa...
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As email marketers, we are fundamentally interested in finding ways to increase:
The numbers who click links in an e-mail
Sales revenue that is generated as a direct result of an e-mail campaign.
Even though social network usage has surpassed email, this chart suggests that email still rules the roost. 9/10 US consumers receive promotional email, only 4/10 are followers of a brand on Facebook and only 5% follow on Twitter. However, the
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Social media is one way to disaggregate your customer database so you’re not completely reliant on email. Social networking usage has surpassed email and web marketing budgets will need to be adjusted to reflect this shift in your customers’ online habits. This post cites quantitive research as evidence of this shift in behavior and also provides guidance with regard to budget allocation. I conclude with six reasons why social media communications can be more effective than email.
This chart from Morga...
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Preference. With greater freedom to choose, we as online marketers must enhance our targeting capabilities so that we get noticed by a larger proportion of our potential audience (subscribers, followers and fans.) I feel like i'm stating the obvious here, but ExactTarget have provided the evidence to back it up: People don't interact with brands in silos:
There's an overlap between channels like Email, Facebook and Twitter but different audience subsets have their preferred interaction channel. For example...
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The most effective email marketing delivers relevant and well-timed messages to a properly segmented customer database.
After performing a cohort analysis, we understand the best time to send a follow-up email to a first-time purchaser, to maximize the odds that they become a repeat purchaser and then a lifelong customer.
The resulting customer lifecycle email messaging plan might look something like this:
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An e-commerce store might be looking at automated emails for triggers li...
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Remember that free website or internet service trial you signed up for? Remember when it expired? Yup, ofcourse you do, because you either (a) Got an email saying your trial period has now ended, or (b) Noticed that your credit card had been charged by a site you vaguely remember.
Well the good people at Gotomeeting have come up with a simple, yet what I think, is a very effective ploy to get you to come back to them. When my two week trial period was nearing completion, they sent me an email informing me of th...
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A couple of years ago I signed up to receive a newsletter from Village Cinemas, my local cinema operator. They were consistent in sending me a mediocre newsletter, and occasionally ran competitions including one for the fabled 'Gold Card' which gets you a year's worth of free movies. This was a compelling prize and I always entered the draw. Now branded as Village Skycity, the cinema operator has relaunched their loyalty program. What was once their 'monsta movie club' is now the 'Film Squad.'
They took a mult...
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