Recent
legislation passed in
Brazil could result in employers being required
to pay overtime to employees checking email or taking phone calls
after work hours. This law seems to follow some global employers'
efforts to limit the time spent on email while not at work--going
to such extremes as shutting off email servers during non-work
hours. You can read more of the original Mobiledia article that
reported this data
here.
Since much of the non-work email checking takes place on
smartphones, this news feels like a potentail speedbump in the
global acceleration path of mobile email--with many...
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In the last post of our series, we’ll explore the vast array of
message types and the formats they take on. View my previous posts
to learn more about
Contact Strategy Development and
Message Personalities.
MESSAGE TYPES
A successful contact strategy will be a thoughtful combination of
the message types needed to meet unique business goals and
subscriber needs. Which make sense for your brand?
Newsletters
News / Editorial Feed
Welcome / Opt-In
Profile Updates / Preferences
Promotions / Cross-Sell
Retail Promotions
Rewards
Coupons |
Reengagement / Retention
Subscription Confirmations
Alerts /... |
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Connections
2011 was all about the “Power of One,” and Geoff Ramsey of eMarketer and co-author of
Digital Impact: The Two Secrets of Online Marketing Success
lit up his keynote session with a witty and insightful presentation
full of real world examples and great cross-channel marketing
strategies.
Here are four key strategies for
digital marketers that Geoff recommends.
1.
Personalize your media
Studies show the No. 1 priority of
marketing executives for this year has been to improve segmentation
and targeting efforts. Email is among the best medium for
personalizing messages, generating the...
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Each Thursday at 11am EDT, marketers from around the world join the
ExactTarget Nexus
partner ecosystem on Twitter for a conversation about trends and
campaign ideas across the interactive marketing industry. We
call the virtual coffee chat the
Nexus Café.
Our guest for the #NexusCafe Twitter chat was
Jeff Rohrs, VP of Marketing at
ExactTarget and the coauthor of the ExactTarget
Subscribers, Fans, and Followers research series. He joined us
to share how digital marketers can leverage mobile in their overall
campaign mix. Participants shared their insights and experiences
with mobile as a...
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The ExactTarget Nexus team invites you to participate in our
#NexusCafe Twitter chat tomorrow and every Thursday from 11am-12pm
ET, where we discuss emerging topics and trends from across the
digital marketing world. The virtual coffee chat is hosted directly
on Twitter, hosted by
@ETNexus. Follow the #NexusCafe
hashtag and be sure and add the hashtag to your tweet to
participate.
Our featured guest for the marketing chat on September 22, is
Jeff Rohrs, VP of
marketing at ExactTarget. Jeff is often on the road sharing
insights found in the ExactTarget Subscribers, Fans, and Followers
research....
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Each week, marketers from around
the world join the
ExactTarget Nexus partner ecosystem on Twitter for a
conversation about trends and best practices in the interactive
marketing industry. We call the virtual coffee chat the
Nexus
Café.
Last week we had the opportunity to chat with Jay Jhun (
@emailrocks), Director of
Email Services at
Engauge, an
ExactTargetpartner. With 16% of smartphone users saying they’ve made a
purchase as the result of a marketing message they received on
their phone, we wanted to discuss how to capture that momentum to
drive purchase behavior through innovative...
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Do you
think the only testing that should be involved with smartphones is
to determine whether your Angry Bird is following the right
trajectory to knock out the most pigs in one launch?
Not so, email marketing friends. At any given moment, your
subscribers are accessing email on their mobile device of choice.
And while
Google and Apple are fighting for the hearts and minds of
consumers and developers, the latest ComScore report shows there
are a wide variety of phones on the market (although Google’s
Android platform is now leading U.S. market share at 34.7
percent).
It’s up to you to make...
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This is going to be a rather audacious post. The
reason? I hope to introduce a new term into the marketing
lexicon and prompt some discussion about our app-driven
future. Here goes:
apptrophy
(app-trō-phee): a wasting away of a smartphone, tablet or
other mobile application due to disuse or abandonment. Most
commonly experienced by those apps pushed beyond the fourth screen
on my iPhone.
If you're currently a smartphone user, I suspect that this new term
will be met with some head-nodding and smiles. Loading up
your first smartphone with tons of useful (Shazam), social
(Facebook),...
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Mobile
advertising is increasingly important, as cell phone adoption
rates, especially smartphone adoption rates, soar. With a range of
mobile advertising options, including SMS, WAP, mobile app display
ads, search ads, rich media, video and push notifications, it is
essential that advertisers keep up-to-date on their options in the
mobile space.
Below are some important mobile marketing trends to
watch.-
Continued importance of SMS:Text messaging
reigns as the most popular mobile activity. Available on almost
every mobile phone, from the low-end feature phone to the priciest
smart phone, it is...
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Deliverability: Holiday Smackdown Edition
The holidays are the time of year
when email marketing becomes a contact sport. Retailers are
notorious for cranking up the email volume during the holidays,
especially around Black Friday/Cyber Monday (the weekend after
Thanksgiving). Everyone knows that there's a delicate balance
between pushing a few more emails and burning out your list with
unsubscribes and complaints. So what can we do to accommodate
the extra emails, cut through the clutter that your competitors are
so inconsiderately creating, and keep our lists healthy?
Some common holiday...
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As ExactTarget’s list of customers
is continually expanding across the globe, it only makes sense to
open offices where our most strategic customers reside so that we
can more effectively serve them. As such, ExactTarget made an
exciting announcement last week when it revealed the opening of a
new office in Bellevue, Washington. This new ExactTarget location
will be home to our Pacific Northwest Services Center. Here,
we’ll be able to better serve our growing list of customers in the
Pacific Northwest and Western Canada. We couldn’t be more thrilled
about expanding our operations...
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This week Mat, our Chief R&D Officer, and I are at
ExactTarget's user conference, Connections '10, the world's largest
gathering of interactive marketers. We are very excited to be here
because we want to bring back engaging content strategies that will
help us interact with our customers on a B2B level, as well as
ideas that allow our customers to fuel stronger conversations and
strengthen the relationship with their customers on a B2B level. We
recorded a short video outlining our top three takeaways from the
first day and how they can take independent pharmacy marketing to
the next level....
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There
only can be one number one. The best. Número uno. That is the newly
stated goal of Indianapolis based email service provider,
ExactTarget - to be #1. CEO, Scott Dorsey, stated that
ExactTarget's goal for 2011 is to be best in breed for email,
social, SMS and mobile services. This news sent the a conference
room of over 2,000 ExactTarget user attendees buzzing with Twitter
tweets, text messages, Facebook fan posts and, of course,
old-school email messages.
A demo of ExactTarget's new Interactive Marketing Hub followed with
new software tools and toys that will be released in beta...
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Consumers are
always on-the-go. A great way to drive business is to reach your
customers though thier preferred channel. Preferred channels of
communication vary by individual - email, email via smart phone, or
SMS.
Here are a few ideas on how to get your message to people
via their preferred channel.
-
Subscribers Rule! - Communicate to
people only via their subscribed channels. If someone subscribes to
SMS updates, that doesn’t mean they also want your emails.
-
Optimize Emails for Mobile – Have you ever
tested to see what your emails look like on a mobile device? If you
haven’t, you should! 85%...
Read More »
Consumers and Internet users have long been using social media to
connect and interact with their favorite brands, seeking expert
advice and customer service in a timely and personal manner.
Comcast, the
Home Depot
and
Honda are among the many utilizing the
capability of effective social marketing to reach a wide net of
current and potential customers without sacrificing one-to-one
customer service.
Social media has proven an efficient and effective way of
communication, ushering in an era of immediate response times and
increased product knowledge among general public. But the value of
social...
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If there’s one word successful email marketers live by, it’s
relevance. And there’s perhaps no industry more closely tied to
relevance than travel and tourism email marketing. When you’re the
vehicle a subscriber chooses to use to plan their getaway, it’s not
just about knowing who they are - it’s about using that knowledge
to ensure each communication speaks directly to the
subscriber.
If
you’re in the hospitality and tourism email marketing space and are
looking to get started (or revamp) your programs, here are a few
quick steps you can take to make it happen:
Practice an Open Boarding
Policy ...
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Looking to “go green” and dive into the world of email, or simply
want to make your emails more effective? Here are some basic
recommendations when designing marketing programs for the financial
services industry.
Brand Synergy
It’s crucial to stay true to your brand and ensure that all media
channels and programs have a consistent look and feel. With solid
brand synergy in place, the rest revolves around delivering
appropriate content that your subscribers want to read.
Transactional Design Recommendations
- Position content front and center – keep it simple.
- Don’t include too much cross-sell...
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As marketers, we often look for industry specific marketing
benchmarks and examples. As a consultant, one of the first
questions I often get is, “What experience do you have working in
our industry?” To which I generally reply, “Some, but my experience
working with clients across a broad range of industries is more
beneficial to you.”
Why? By knowing what works in one industry vertical we gain an
understanding of the rules that govern our customers’ behavior that
can be applied to other industry verticals.
Take financial services as an example. Here are three statistics we
have uncovered in our...
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Marketing in the financial industry is not about cool
commercials, bold advertising or slick emails. Rather the
most powerful marketing from banks, investment firms and insurance
providers give customers a reason to remain engaged. Let’s
face it, the financial industry is part of the fabric of our
lives. We work, we get paid, money gets deposited, money is
withdrawn, and we then start the cycle all over again.
Those financial firms that make that vicious cycle easier and more
efficient are the ones that drive positive word of mouth marketing
and create an immersive brand presence that...
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