What's the biggest challenge facing your email marketing?
If it's the quality of your email database, you're not alone. According to a new study by Econsultancy, 50% of surveyed marketers cited database quality as the biggest troublemaker in their email marketing strategies. Even more compelling, database quality has held that position three years running. So why is database quality such a big problem?
Much like gourmet chefs working with spoiled ingredients, marketers working with outdated or unqualified databases have their chances at success handicapped from the start. If your database...
Email Marketing Solutions
Thursday, May 23, 2013
What's the biggest challenge facing your email marketing?
Wednesday, May 22, 2013
Goodwill Industries of Central Indiana faced a
common problem—not knowing who its shoppers were or how to connect
with them outside of the in-store experience. The organization
sought a way to collect data about its best customers—both shoppers
and donors—build loyalty with a rewards program, and implement an
active email marketing solution.
Since launching the Goodwill Rewards program with ExactTarget in November 2011, Goodwill sends daily emails, including thank-you communications for donations made, member birthdays, and discount offers.
Success metrics include:
- Nearly 100,000 Goodwill...
Tuesday, May 21, 2013
This is a guest blog post for ExactTarget from Steven Shattuck.Steven is VP of Marketing at Bloomerang, a featured contributor to Social Media Today, and has been published in Search Engine Journal, Business2Community and the Content Marketing Institute. Steven will be making regular contributions to ExactTarget's blog to share his expertise in social media and content marketing.
So you've formulated your content offers and mapped them to each stage of a perspective buyer's journey. Now it's time to get started on creating that content, right? Wrong! Having a one-dimensional content strategy...
Tuesday, May 21, 2013
There’s no question that social media has become an essential part of marketing strategies for B2B and B2C companies alike. But for businesses without a dedicated social media manager, social marketing can present a bit of a challenge for overwhelmed marketers. With your attention stretched across multiple platforms, how do you maintain a consistent presence on each and respond to interactions without letting social completely take over your schedule? And at the end of the day, how do you prove that these efforts are worthwhile?
Marketing automation is sometimes criticized for being impersonal,...
Friday, May 17, 2013
Regardless of how long you’ve been using (or not using) a marketing automation tool, you should always be on the lookout for ways to improve your marketing efforts—whether it’s by implementing drip campaigns, exploring the wonders of dynamic content, or creating highly targeted email blasts for specific audiences. The point is, there are always new and exciting things to try, especially with all of the extra time that you free up by implementing an automation system in the first place.
But how do you know what the next step is?
The best way to make sure that you’re always progressing with your...Read More »
Thursday, May 16, 2013
Interviewing our clients and hearing about their email marketing success firsthand is one of the best parts of my job at ExactTarget—especially when those stories are as compelling as First Midwest Bank’s!
Faced with the challenge of reducing operating expenses without sacrificing the frequency or quality of its communications, First Midwest Bank saw an opportunity to shift toward digital marketing. With an email marketing team of one, First Midwest Bank began sending general promotional offers to its client base.
“They looked great, but we weren’t initially segmenting or targeting our list,”...
Tuesday, May 14, 2013
The Harvard Business Review recently posted an article called "Act Like a Leader Before You Are One." It was perfect timing for ExactTarget and the theme of Connections 2013, "Lead from Within." The article gives great advice about showing leadership before reaching that level, and here are even more tips!
1. Set long-term plans: You probably write a to-do list for each day and week, but what about for this year? The next? Think about what you want to accomplish on individual, team, and company levels. Then break down the steps necessary to get there so you can make consistent progress towards...Read More »
Monday, May 13, 2013
Hello fellow marketers,
I’m so excited to invite you to Connections 2013—the premier digital marketing event of the year. Registration is now open, so check out all the details and reserve your spot at exacttarget.com/connections2013.
In case you haven’t heard the buzz, here are the top five reasons you should attend Connections 2013:
The Theme: Lead From Within
Whether at home, at work, or throughout the community, we all play a role in leading others. And no matter who or how you lead, the power to influence change starts from within. During Connections 2013, we’ll explore ways to discover your...
Monday, May 13, 2013
It should come as no surprise that traditional advertising is no longer as trusted by consumers as it was in the Mad Men era. Today’s consumers are more skeptical than ever. Less than 50% of consumers worldwide trust TV advertising. So what do people trust? 92% of consumers around the world say they trust word-of-mouth recommendations from friends and family over all other forms of advertising.
Brands are embracing new strategies and technologies, which allow them to connect and engage with customers in social channels. The most innovative brands are shifting their strategies from traditional...Read More »
Thursday, May 2, 2013
Last week I spent some time in Michigan where we teamed up with Adobe and Demandbase to explore lifecycle marketing from a B2B lens. Marketing Profs recently published an article on some of the issues B2B marketers face on a consistent basis, and our seminars really aimed to tackle two of these glaring issues:
- One major obstacle to measurement is poor data infrastructure. 34% say they do not have the right tools to collect and analyze marketing program data.
- Another challenge is a lack of understanding of the metrics needed at each stage of the buying decision. 22% cite this as a top obstacle to...
Monday, April 29, 2013
Earlier this week, Gartner published a Magic Quadrant report and positioned ExactTarget’s Pardot marketing automation a “Visionary” in CRM lead management. This is a great accomplishment that we believe reinforces our position as the solution to help business streamline sales and accelerate revenue growth with a powerful, yet easy to use cloud-based application.
We believe this openness of our solution is essential to helping marketers unlock the power of data in their CRM, analytics and content management to power more effective marketing. We also believe that, as a part of ExactTarget, we are...Read More »
Thursday, April 18, 2013
Content marketing, likely because of the term, is often viewed as a function of the marketing department. However, some of the best content marketing is produced by the president or CEO of a business.
The president of a company understands the business and product fully and has the end in mind in all activities. The end is serving customers. For those of you scared of the word “sales,” you actually have to make one to have a customer.
This doesn’t mean that content marketing is reserved for the president or CEO. What this means is that content marketers, their prospective customers, and their...Read More »
Wednesday, April 17, 2013
In my last post, "Are you Leaving Money on the Table by Manually Merchandising Your Site?", I explained how retailers can take a staggered approach to migrate from manually merchandising their ecommerce site to using automated recommendations.
Also in this last post, I mentioned the importance of not relying on “free” ecommerce platform add-ons. Today we’ll take this idea a step further and focus on how sophisticated product recommendations engines incorporate real-time customer insights with merchant rules to create a truly personalized experience for your customers.
#5 Way Retail Marketers...Read More »
Thursday, April 11, 2013
Join Kristina Huffman, Design Practice Lead, as she discusses and answers seven common questions about responsive email design:
Read More »
What is responsive email?
Responsive design is a set of techniques in web design and development used to adapt a website to be readable on any screen and/or platform on which it's displayed. These techniques are being repurposed for emails. A responsive layout uses a piece of CSS3 code called a media query to detect the pixel size of the screen on which that email is opened. Based on the screen size detected, multiple stylesheets may be triggered to alter the layout and...
Wednesday, April 10, 2013
In my last post, "Are you Leaving Money on the Table by Sending Non-Targeted or Blast Emails?", I explained that sending the same offer to your entire database could actually be hurting your sales efforts and causing you to leave money on the table.
In this post, we will shift gears to focus on your merchandising strategy. By utilizing a "crawl, walk, run" strategy that leverages automation, you can actually increase AOV, boost your conversion rate, and provide your shoppers with an overall better shopping experience.
#4 Way Retail Marketers are Leaving Money On the Table: Manually Merchandising...Read More »
Wednesday, April 3, 2013
October 2012 was an exciting time for ExactTarget’s partner ecosystem. Not only was the Orange Partner Network program launched at Connections, but also in front of the 4,000+ attendees, ExactTarget was excited to present the Power of ONE Reseller Partner of the Year award to our Platinum partner, C.TRAC.
C.TRAC has taken ExactTarget’s passion and unwavering commitment to client success and worked it into their own daily business practices by truly embodying ExactTarget's core values. Combined with their innovative strategy, design, integration, database management, reporting services, and...Read More »
Thursday, March 28, 2013
3sixty Live April meetings are coming to a city near you!
- Connect professionally with the most innovative marketers in your area who also use the ExactTarget software
- Provide a place for sharing both strategies for marketing and ways of technically implementing them on the platform
- Connect directly with ExactTarget resources and people who can help you do your job better
- Innovate with...
Monday, March 25, 2013
With all the buzz about NFC and the mobile wallet still swirling post-SXSW 2013, I’ve been particularly interested in the consumer’s take. I know SXSW-goers and marketers are hyped about these possibilities and boldly proclaim that mobile is the future of retail, but is this a case where marketers are from Mars? Let’s take a moment to ground ourselves and learn more about the mobile shopper before going futuristic.
A poll by eMarketer shows the mobile wallet services that mobile Wi-Fi users have used to make in-store purchases. In Q4 2012, one-third of mobile Wi-Fi users had used PayPal, 20%...Read More »
Monday, March 18, 2013
I was doing some consulting recently for a company and they asked a great question, so I wanted to share it (and the solution, of course).
We were discussing sales enablement drip programs, and how to help sales keep up with more prospects over a long sales cycle. We discussed putting in place some very specific drip programs which would come from the sales reps. They loved the concept, but wondered what would happen if a prospect got an automated email and a "real" email from the sales rep in the same day?
This is a great question, and one that not enough marketers ask themselves. If you don't...Read More »
Monday, March 11, 2013
ExactTarget is excited to announce the launch of a new website across seven regions and a fresh brand experience. The vibrant new look, elegant navigation, and richer user experience reflect the evolution of our company’s growth over the past 12 years. A lot has happened since then and we’re excited to share new services, innovations, and partnerships that help marketers around the world connect with their customers across the spectrum of digital channels.
- 7 new sites spanning ExactTarget’s global presence in the US, Australia, Brazil, Germany, France, Sweden, and the United Kingdom.