Trends+Innovations Alert: All Things Email
When considering fresh approaches in B2B marketing,
I always advise looking at who constitutes your audience and who
makes the final purchasing decision. It makes logical sense to
target the users of the product or service you’re selling, but you
also have to consider the individuals who will be supporting or
maintaining that product or service. For many organizations, this
is usually the architecture or IT department—particularly in
software. Whether you’re selling an HRIS system, a CRM system, or
you’re getting a reseller or partner involved in an integration,
the IT group will always...Read More »
For more than a decade, receiving a coupon either by email or by
post office mail has been received with "oh, gee, another 10% off
coupon...". Delete, junk mail, report as spam..or throw
it in the recycle bin...
Until now....quarterly results dating back to early 2008 are trending higher and higher sales conversions with coupons as the incentive. If there has ever been a time to test out an expiring coupon and pushing the promotional limits to the edge, it's now.
Check out the latest findings from couponinfonow.com ... get inspired, feel the need and then put that research to action with Li... Read More »
Until now....quarterly results dating back to early 2008 are trending higher and higher sales conversions with coupons as the incentive. If there has ever been a time to test out an expiring coupon and pushing the promotional limits to the edge, it's now.
Check out the latest findings from couponinfonow.com ... get inspired, feel the need and then put that research to action with Li... Read More »
According to a recent report from David Daniels of Forrester
Research, merely one-third of all marketers surveyed are actually
implementing authentication standards to their email send
strategies to assist with inbox placement. (Ref: Six Steps to
Improving Email Delivery, published July 15, 2009.) So while
you’re feverishly worrying about ensuring your email content is
relevant to your subscribers, first make sure you know the email
will make it to the inbox.
ExactTarget’s Deliverability Team can put everything in place for you so that you can get back to your creative side and leave...Read More »
ExactTarget’s Deliverability Team can put everything in place for you so that you can get back to your creative side and leave...Read More »
Dynamic Content, a feature that generates unique email content for
each individual subscriber without creating a new email every time,
is a great way to drive ROI. After all, it’s one of the most
efficient ways to do one-to-one marketing. But how much personality
is in an email that simply changed from a blue bike to a red bike
because I happened to be profiled as a female?
I’m so excited to share our newest innovation from the Product Management team and what I’d like to call “Dynamic Content with some personality”, Live Images.
Coming out in our Summer Release, Live Images is an extension...Read More »
I’m so excited to share our newest innovation from the Product Management team and what I’d like to call “Dynamic Content with some personality”, Live Images.
Coming out in our Summer Release, Live Images is an extension...Read More »
I recently came back from an East
Coast 4th of July trip that left a terribly bad taste for a
specific airline in my mouth. My husband had upgraded us to
first class and given up 15,000 reward points only to find
out that the airline forgot to upgrade me. Since all three
connecting flights were sold out, the only option left was for him
to give away his first class seat on all flights for the
opportunity to sit with me in coach. And of course, the
airline was unwilling (or unable) to give the points back.
So, disappointed with one airline, I was at least relieved to know
it's not the...
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The fact that one-to-one marketing is critical to email success
is old news. So why are so few doing it? Many find it hard to
decide how to tailor and personalize content. I’ve always been a
big fan of taking ideas to the streets, so I ask you– how do you
approach content decisions when determining relevant content for
your audience segments?
Great campaigns are executed outside the box, so I say ask the
people what they want! A great example is the approach Toyota took
when launching the Tundra in 2007. They first identified vertical
demographics in construction, hunting, fishing, farming,...
Most of the time we can build better lists by making our current
ones even more effective.
Start by identifying each target audience, as well as finding behavioral patterns that change over a specific time frame. For example, note individuals who attend a webinar but don’t sign up for the newsletter, and vice versa. Once you’ve determined these patterns, you can begin planning how to increase engagement with a specific target audience using the power of ExactTarget’s technology.
Remember, when you focus on a targeted, highly engaged subscriber list, you’re bound to see substantial increases in...Read More »
Start by identifying each target audience, as well as finding behavioral patterns that change over a specific time frame. For example, note individuals who attend a webinar but don’t sign up for the newsletter, and vice versa. Once you’ve determined these patterns, you can begin planning how to increase engagement with a specific target audience using the power of ExactTarget’s technology.
Remember, when you focus on a targeted, highly engaged subscriber list, you’re bound to see substantial increases in...Read More »
It shouldn't be too long before we start seeing a new trend for
retailers. Instead of sending product recommendations via
email based on dynamic merchandising techniques from vendors such
as Endeca, we'll be seeing retailers send dynamic Twitter and
Facebook product recommendations via email.
ShopLocal, a provider of online SmartCircular content, recently announced a new feature for posting a tweet item onto your Twitter page from an online circular site. When "tweeted", the item posting will automatically contain the store location and item attributes, making the tweet process very seamless...Read More »
ShopLocal, a provider of online SmartCircular content, recently announced a new feature for posting a tweet item onto your Twitter page from an online circular site. When "tweeted", the item posting will automatically contain the store location and item attributes, making the tweet process very seamless...Read More »
Social media marketing has everything to do with email marketing.
Aside from web analytics, email will be the only way you’re able to
track engagement and effectiveness related to your social marketing
efforts. It also serves as a channel for promoting your brand via
social networks. Both should be leveraged together as tactical
expressions of your overall marketing strategies. Consider using
social networks to “listen” and “respond” to customer
service-related questions. By listening to your customers online
and responding to the world, you build transparency and trust. Once
you’ve built this...Read More »
Avelle has put a creative spin on limited 1 day offer promotions on
accessories. Each day, they will announce a "luxe find of the
day" where you have an opportunity to rent an item at a special
promotional price but must act on the offer within 24 hours.
Through the use of RSS feeds, they'll be able to capture who has
subscribed to the feeds and identify who from those subscriptions
is redeeming the offer. Another great example of how easy it
is to use social media to drive conversions!
Read More »
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I recently made a post suggesting retailers leverage the consumer's
desperate cry for more socially responsible marketing (aka - build
some trust back up when consumers have none left). But don't
stop there. Why not jump on the "bailout" bandwagon as well.
One company put a creative spin on a promotion to give away free
pizza for a year. The only problem? They started giving
away pizza this week by accident before ever selecting a
winner. Opps. This isn't necessarily all bad.
They did learn just how quickly their campaign was catching on in
the websphere. But I'm betting they didn't...Read More »
Well, spring is finally here despite the snow we received yesterday
afternoon. And what better way to start with a fresh approach
to tracking the success of email marketing campaigns than with our
new enhanced tracking features from our Winter 2009
Release. My personal favorites are the tabular navigation
settings and ability to quickly export data to merge with other
external system data or present in impromptu meetings.
Effective, May 1st, 2009 all clients will be moved over to enhanced tracking. So, if you haven't checked it out yet, now is the time to do a little spring cleaning when it...Read More »
Effective, May 1st, 2009 all clients will be moved over to enhanced tracking. So, if you haven't checked it out yet, now is the time to do a little spring cleaning when it...Read More »
I wrote some articles including a mom based
survey back in August 2008 related to our Live Offers Market Launch and ever since have
been so intrigued by the influence a mom, no matter what her age,
has on the household purchase process. Today, I stumbled upon a great blog on how to segment moms for remarketing - Engage: Moms. You can check out this and others on this totally mom focused blog.
Enjoy!
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Marketers have a real opportunities to leverage their demonstration
of social responsibility into their email campaigns. It's
very difficult to connect with customer emotions and retailers now
have an opportunity to do this by showing a real compassion and
concern for the world crisis. Many companies already have
Core Value Statements and demonstrate ethical responsibility in
their company internally. Make this transparent to
your customers in your email promotions.
Starbucks is doing a fantastic job with this. According to a recent interview with Howard Shultz, he states that on...Read More »
Starbucks is doing a fantastic job with this. According to a recent interview with Howard Shultz, he states that on...Read More »
Retailers have been facing the multi-channel purchase challenge for years now. How do I get customers to keep shopping in the stores? How do I track when they’ve purchased from my store or online? What are they buying online that they don’t buy in the store?
Triggered shopping cart abandonment emails and cross-sell product recommendations have helped combat these challenges, but there’s still a variety of one-to-one marketing tools that anyone can use to better engage families. 2009 introduces the multi-touch messaging challenge. Where does mom prefer her marketing messaging? When does she...
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Happy St. Patrick's Day everyone! I stumbled upon a
great article from Chris Dickey this morning. Almost, as if
he were speaking directly about how to use the ExactTarget 1-to-1
communications platform - http://adage.com/cmostrategy/article?article_id=135269.
He gives some great advice on how to measure engagement and trigger
appropriate re-engagement campaigns, including the use of text and
voice. Once you've taken a look at the article, check out the
laundry list of features below that can be used to set these
campaigns up. Every use case in his article can be simply
executed upon with...
If you are like most marketers, you are struggling to think up
creative approaches to your email marketing efforts right
now. But why not capitalize on the research that is free on
the internet? For example, take a look at entertainment sites
such as Evite to find out what
behaviors are taking place surrounding a particular holiday.
Below is a great example of behavior of consumers around our
favorite Irish holiday right around the corner!
Source: http://www.blog.evite.com
Kimpton Hotels, a personal favorite of mine, got creative from capitalizing on the tax credits coming to consumers in...
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I recently stumbled upon a Baynote product recommendations
video on the Subscribersrule.com website
and wondered why don't more retailers simply just ask their
customers what they are searching for in the upcoming months.
With all the holiday and birthday activities that swirl around us on a weekly basis, wouldn't it be nice to just be asked what we want recommendations for in the upcoming months. That way, when I need to buy something for a baby-shower, birthday, wedding, etc. I'll simply wait for the emails to come in and select which item I want to purchase from there. Better yet, set up...Read More »
With all the holiday and birthday activities that swirl around us on a weekly basis, wouldn't it be nice to just be asked what we want recommendations for in the upcoming months. That way, when I need to buy something for a baby-shower, birthday, wedding, etc. I'll simply wait for the emails to come in and select which item I want to purchase from there. Better yet, set up...Read More »
Old Navy puts an interesting spin on one time use coupons.
When navigating to http://www.oldnavyweekly.com/,
you'll have to hunt for your coupon. What's interesting is
that while on the hunt, clicking through different images, provides
you promotions for items in the store. Once you click in the
right area, you'll eventually find the coupon. It's like
"Where's Waldo?" for coupons.
What's even more convenient, is that if you don't want to print your coupon at that moment, you can have your coupon emailed to you. Now, wouldn't this be a great opportunity to allow the viewer to opt-in for...Read More »
What's even more convenient, is that if you don't want to print your coupon at that moment, you can have your coupon emailed to you. Now, wouldn't this be a great opportunity to allow the viewer to opt-in for...Read More »
Okay, so 6 months ago, I saw a major trend in moms of all ages and
all generations leaning toward coupon sites. And according to
a Media Post pole back in July of 2008, we saw the following
trends:
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- 88% of coupon users overall say that they use coupons to save money on the brands that they usually buy
- 47% say they use them to "stock up" on brands they usually buy
- 47% use them to try new products
- 41% use them to try a brand that's "usually too expensive" for them
- and 29% use them to buy more of a product than they would normally buy
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