Daniel Burstein

What Do Customers Really Think About Your Email Marketing?

July 31st, 2015

At the Media Center at MarketingSherpa Email Summit 2015, we interviewed your successful brand-side marketing peers, along with researchers and industry thought leaders.

One interview stuck out from the rest because we interviewed someone who’s title was “customer.”

Jill DAmato, the wife of our own Brian DAmato, Senior Vice President of Partner Solutions, MECLABS Institute (parent research organization of MarketingSherpa), agreed to sit down and answer a few questions.

We had recently fielded a survey with 2,057 American consumers about their email preferences, and it was interesting to sit down with a representative customer to help bring that survey data to life …

“Email is great, because it’s very quick and easy. But it does have to be something very catchy and very relevant and timely. Because if it’s not, I’m not going to open that,” Jill said.

What advice did she have for marketers?

“If I could get [emails] less frequently but it be more relevant when I do, it would certainly help because I would be more likely to read it and not just go through and delete it because my mailbox is so stuffed,” Jill said. “Relevance and timeliness. It has to be relevant, and it has to be something I need right now.”

If you’re looking to improve the relevance and timeliness of your own email marketing, I’ve filled the “You might also like” section of this blog post below with links to tons of additional information, along with a look at the consumer survey data that Jill and I discussed.

You can follow Daniel Burstein, Director of Editorial Content, MarketingSherpa, @DanielBurstein.

You might also like

Marketing Research Chart: How do customers want to communicate? [From MarketingSherpa]

Email Research Chart: How often customers want to receive promotional emails [From MarketingSherpa]

Watch Full Sessions from Email Summit 2015 — Free to subscribers of MarketingSherpa newsletters

Email Marketing: Microsoft Store uses relevance to increase sends by 300% and email revenue by 600% [From MarketingSherpa]

Email Segmentation: 40% average open rate via relevant content journey [From MarketingSherpa]

E-commerce Email Relevance: 10% more revenue from 3 personalization tactics [From MarketingSherpa]

Email Marketing: Zumba Fitness uses personalized video to drive a 50% click-to-open rate [From MarketingSherpa]

Real-time Marketing: Nonprofit uses current events to increase revenue 22% [From MarketingSherpa]

Email Messaging online source (from MECLABS Institute, parent research organization of MarketingSherpa)

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Categories: Marketing Tags: , ,

Daniel Beulah

Email Marketing: Cleansing your list of inactive users

July 28th, 2015

One of the most difficult aspects of list cleansing isn’t always the drop in numbers — it’s convincing senior leadership why it’s necessary.

During MarketingSherpa Email Summit 2015, Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, sat down in the Media Center with Jeffrey Anderson, Digital Marketing Manager, A Place For Mom. The company is a for-profit senior care referral service.

Anderson explained why it’s important to cleanse your list of inactive users and how you can convince the senior leadership of your organization that list cleansing is imperative to staying relevant in today’s ecommerce marketplace.

How does a marketer know when it’s time to start cleansing their lists?

I would think that anyone with a list that’s significantly old should look at removing subscribers that are inactive and not engaged. Definite indicators include really low open rates. If your open rate is just below benchmark despite having consistently good content, there’s probably some dead weight.

Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Categories: Email Marketing Tags: , , ,

Paul Cheney

21 Subreddits Every Digital Marketer Should Subscribe To

July 24th, 2015

The best way for anyone to stay on top of any news, events and information around almost any topic imaginable in the 21st century is Reddit. Hands down. Most digital marketers know this already so I won’t waste too much time proving the point here. If you don’t know this, it’s okay. Here’s a five minute synopsis to get you up to speed.

 

The real trouble with Reddit, even for marketers who are familiar with the platform, is its unfriendly UX and search feature.

It’s very difficult to find the subreddits you should be following.

To help give you a head start with finding marketing subreddits, here’s a list of 21 you should probably be subscribed to if you’re not already …

Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Categories: Consumer Marketing Tags: , , , , , , ,

Greg Hamilton

Why You Shouldn’t Target Your Marketing: Target marketing fails

July 21st, 2015

Targeted marketing, or the practice of aiming marketing collateral at specific prospects or customers, has become so prolific that it is one of the largest tools in the modern marketer’s toolkit.  In fact, the U.S. Small Business Administration lists targeted marketing as the third step in marketing implementation.

Imagine yourself attending the brainstorming session for your next marketing campaign or participating in one at a trendy advertising agency. Does anyone in the room ever verbalize the thought, “Let’s not target this campaign to anyone?” Of course not; they would be laughed out of the room.

However, simply targeting your marketing is not equivalent to being customer-centric, or customer-first, and this is where the majority of us go wrong. Aristotle hints at this in his master work, Rhetoric: “For it is not enough to know what we ought to say; we must also say it as we ought … ”

It is in the spirit of saying it “as we ought” that I humbly submit to you five steps that have the capacity to royally mess up your targeted marketing by not implementing it with a customer-centric approach.

 

Step #1: Target Just Your Intended Audience

1

Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Categories: Marketing Tags: , , , ,

Kayla Cobb

The Benefits of Combining Content Marketing and Segmentation: MarketingSherpa Email Summit 2015 replay

July 17th, 2015

One of the most talked-about marketing trends at the moment may also be one of the most effective. According to Demand Metric, content marketing generates three times as many leads as traditional outbound marketing while costing 62% less.

At MarketingSherpa Email Summit 2015, Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, sat down with Stephen Bruner, Marketing Manager, Precor, to discuss the value of content marketing and segmentation as well as the benefits of implementing a strategy using both of these marketing methods.

Precor is the second largest fitness equipment manufacturer in the U.S. and third in the world. Its clients are primarily fitness clubs and consumers. The company focuses on helping each of these consumer segments find the best products for their needs.

Watch the video excerpt from the MarketingSherpa Media Center to learn more about the relationship between content marketing and segmentation:

Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Categories: Consumer Marketing Tags: , ,

Daniel Burstein

Email Marketing: How Ferguson Enterprises generated over $10 million in online revenue

July 14th, 2015

Well, it’s that time of year again in Jacksonville, Florida. The sun is shining. The summer skies are blue. Surf’s up at the beach. And we at MarketingSherpa are doing our best to ignore the siren call of summer to focus on … applications.

Lot of applications. Over 300 applications to speak at MarketingSherpa Summit 2016 in Las Vegas, to be precise.

It was around this time last year that I came across a truly remarkable story. While culling through all of the speaker applications for MarketingSherpa Email Summit 2015 to find the best stories to share from the stage, I came across the story of Mary Abrahamson, Email Marketing Specialist, Ferguson Enterprises — the largest plumbing wholesaler in North America.

Mary and her team combined offline and online efforts to generate more than $10 million in online revenue through the Ferguson Rewards program, which included more than 90 in-person events. Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, sat down with Mary in the Media Center at Email Summit before her session.

“Be transparent about what you’re trying to do with the customer information they’re providing to you,” Mary advised.

She also talked about the necessity of having quality content.

“In 2015, mediocre content is no longer okay. It’s really important to make sure that … you’re the source of information for your customers,” Mary said.

After her time in the Media Center, I interviewed Mary onstage about her entire case study. She took the audience through the customer journey of two personas and the targeted offers and content that helped them move through Ferguson’s funnel.

Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Categories: Marketing Tags: , , , ,

David Kirkpatrick

What Single Attribute Can Improve Your Marketing? Sales and Marketing alignment

July 10th, 2015

After writing hundreds of MarketingSherpa Newsletter case studies and, in the process, interviewing, speaking with and getting to know many, many marketers, one attribute really stands out for influencing successful marketing — Sales and Marketing alignment.

It doesn’t guarantee success and lack of alignment doesn’t automatically mean failure. However, when Marketing and Sales are working together as a team instead of as adversaries within a company, the entire sales pipeline is much more effective.

One reason for this success is that companies with a Sales and Marketing alignment are much more likely to see the entire customer experience holistically, where each person is seen in terms of where they are in the process.

For example, that person will be seen as a freshly generated lead, a prospect who has been handed off to Sales, a paying customer requiring service or an ongoing nurturing to ensure they remain a customer.  This is much more preferable than being just a cog in a process that begins with Marketing, goes to Sales — where, at that point, the person drops off of Marketing’s radar altogether — and then, hopefully, is passed to customer service and is no longer a Sales concern.

msfinal

Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Categories: Consumer Marketing Tags: ,

Austin McCraw

Creating Engaging Content: A five-step method for busting writer’s block

July 7th, 2015

Ah … the ambience of a blank white computer screen. I am staring at one right now. There are the days when this glow speaks freedom and fresh opportunity and I take it. But then, there are those days, like right now, where the glow feels more like an impenetrable force field.

1

Although I’m not a great author, it’s a comfort to know that I am not alone in suffering from terrible writer’s block. Dorothy Parker, who wrote hundreds of poems and short stories, sent this note about it to her editor in 1945.

 

So what do I do when I know I have something to say, but I just can’t get it into words? Should I start scouring the Web to find something interesting to comment on? Or should I just rehash something that I have thought about or written about before? Or, the most tempting, do I just give up and hope my muse shows up tomorrow?

I’m not going to lie — all those methods can work, and have worked for me in the past.

However, there is one particularly useful approach that I have learned over the years for dealing with content writer’s block, particularly when you are on a deadline. Because — face it — as much as we would like to let creativity gently come to us, sometimes we have to go and take it by force.

Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Categories: Copywriting, Marketing Tags: , , ,

Daniel Beulah

Email Marketing: How the Kentucky Derby engages customers with relevant email

June 30th, 2015

The Kentucky Derby is a once a year event worth hundreds of millions of dollars. It has been held annually on the first Saturday of May at Churchill Downs in Louisville, Kentucky since 1875.

It’s a race like no other, filled with traditions like the sweet taste of a mint julep dancing over the ice of a frozen silver cup, women in lavish hats ringed in a halo of soft glowing pearls and the victorious aroma of 554 red roses dripping across the backs of the winners.

Even with its long traditions, it takes a lot of effort and hard work to give the Kentucky Derby’s spectators exactly what they come to expect year after year as those expectations change through time.

To find out how the Kentucky Derby consistently makes this high level event continually more successful, Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, sat down with Kate Ellis, Marketing Analyst, and Jeff Koleba, Vice President of Marketing and Programming, both of the Kentucky Derby, at the MarketingSherpa Email Summit 2015 Media Center to discuss how the Kentucky Derby keeps its customers engaged all year long for an annual event.

  Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Categories: Consumer Marketing, Marketing Tags: , , , , , , , , ,

Jessica Lorenz

Email Marketing for Nonprofits: Communicating value proposition

June 26th, 2015

We generally think of only companies or campaigns having value propositions. For nonprofit companies, communicating the value proposition effectively is necessary for survival.

There is a value prop behind every action, including each email sent — why should people read your entire email or click through to a landing page? In the case of nonprofits, it seems this challenge is stronger, with no promise of a product at the end of the cycle.

This value proposition of action for email marketing answers the question behind why customers should take a specific action when they get your email — click.

Once people land on your page, that’s when you give them the reason to take action.

At Web Optimization Summit 2014, Tim Kachuriack, Chief Innovation and Optimization Officer, NextAfter, shared his experiences of working with nonprofits on email and landing page designs.

He explained that he was inspired at a MarketingSherpa conference a few years prior, when his page was selected for live optimization and critiqued in front of the entire MarketingSherpa audience.

Although confident that the page could more effectively communicate his value proposition, he mentioned his reservations when asking to test this page for the first time, saying,

“You guys helped me create this ugly, Frankenstein-looking version of the landing page,” Tim said. “It took much convincing and pleading, and many adult beverages. I convinced my client to actually let us,  in fact, test this.”

It resulted in a 274% increase in revenue for the nonprofit.

Read more…

Share and Enjoy:
  • LinkedIn
  • StumbleUpon
  • Facebook
  • del.icio.us
  • Digg

Categories: Consumer Marketing, Marketing Tags: , , , , ,