David Kirkpatrick

Email Marketing: Taking advantage of responsive design [Video]

September 16th, 2014

If your experience is anything like the typical email marketer in 2014, a growing portion (possibly a very large percentage) of your list is opening email on a mobile device — maybe a tablet or, more likely, one of the many smartphones out there.

To fully reach and engage that audience, you can either design and build custom emails for every single platform your audience is using …

Or, to make things a bit simpler on the design and execution end of things, take the responsive design plunge for all your email campaigns to ensure your sends have the best look, feel and, more importantly, clickability on any mobile (or non-mobile) platform your recipients use.

To address this issue, watch this excerpt from a panel discussion at the MarketingSherpa Email Summit 2014:

 

This excerpt features Pamela Jesseau, Senior Director of Marketing, MECLABS (parent company of MarketingSherpa); Amy Carpenter, Digital Marketing Team Leader, Whole Foods Market; and Ewa Badaruk, Global eCRM Marketing Manager, adidas Group.

Some of the key takeaways are:

  • Start with segmented campaigns based on the customer’s experience
  • “Thinking mobile” can help you prioritize your content
  • There’s nothing wrong with starting small when developing a responsive email strategy
  • If your list is global, make sure it makes sense to spend time and money on responsive design for certain regions or markets
  • Understand what email type — transactional, promotional, etc. — is best to optimize for mobile based on your list (and your metrics)
  • Don’t forget about the mobile optimized landing page for clickthrough

Although this excerpt provides some great actionable ideas, I highly suggest watching the entire 45-minute presentation to get a great overview on this very important, and current, topic in email marketing.

Please share your experience dealing with your list opening email in the comments, and be sure to include which platforms and devices were involved. We’d love to hear about what you are doing to meet this challenge.

 

You might also like

MarketingSherpa Email Summit 2015 [Want to see more insightful presentations like this one? Book your ticket now and save $700 before September 18, 2014, with the VIP Discount.]

Email Marketing: 24% higher CTR for CareerBuilder’s responsive design [Case study]

Why Responsive Design Does Not Care About Your Customers [More from the blogs]

Mobile Marketing: E-commerce site uses responsive design to achieve an 8% lift in cart abandonment campaign [Case study]

B2B Web Optimization: 140% surge in mobile transactions through responsive design effort [Case study]

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

Categories: Email Marketing Tags: , , , , ,

David Kirkpatrick

How a Single Source of Data Truth Can Improve Business Decisions

September 12th, 2014

One of the great things about writing MarketingSherpa case studies is having the opportunity to interview your marketing peers who are doing, well, just cool stuff. Also, being able to highlight challenges that can help readers improve their marketing efforts is a big perk as well.

A frustrating part of the process is that during our interviews, we get a lot of incredible insights that end up on the cutting room floor in order to craft our case studies. Luckily for us, some days we can share those insights that didn’t survive the case study edit right here in the MarketingSherpa Blog.

Today is one of those times.

 

Setting the stage

A recent MarketingSherpa Email Marketing Newsletter article — Marketing Analytics: How a drip email campaign transformed National Instruments’ data management — detailed a marketing analytics challenge at National Instruments, a global B2B company with a customer base of 30,000 companies in 91 countries.

The data challenge was developed out of a drip email campaign, which centered around National Instruments’ signature product, after conversion dropped at each stage from the beta test, to the global rollout, and finally, to results calculated by a new analyst.

The drip email campaign tested several of National Instruments’ key markets, and after the beta test was completed, the program was rolled out globally.

The data issues that came up when the team looked into the conversion metrics were:

  • The beta test converted at 8%
  • The global rollout was at 5%
  • The new analyst determined the conversion rate to be at 2%, which she determined after parsing the data set without any documentation as to how the 5% figure was calculated

Read the entire case study to find out how the team reacted to that marketing challenge to improve its entire data management process.

Read more…

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

Categories: Research And Measurement Tags: , , , , ,

Erin Hogg

Ecommerce: Going beyond omnichannel for creative customer experiences

September 9th, 2014

Omnichannel is a word that many marketers have become familiar with in the past year or so. It’s the evolution of multichannel marketing and, some argue, an overused buzzword.

Lisa Butler, Head of Enterprise Solutions Enablement, eBay, agrees with that statement. In the MarketingSherpa Media Center at IRCE, she sat down with Allison Banko, Reporter, MarketingSherpa, to discuss omnichannel and what it should really mean to marketers.

“So we went from multichannel, to omnichannel, to all channels — what it really means is just allowing customers to shop however they want,” Lisa said.

In its essence, the prefix omni- means “all.” For Lisa, this means “allowing customers to shop anywhere they want, receive their purchases whenever they want and giving them the best customer service.”

In her interview, Lisa explained the key to providing this engaging experience: developing creative new ways for customers to engage with a brand.

 

Lisa provided some examples of companies that are doing this well, such as Boxpark

Boxpark is a company in the UK that sets up pop-up stores for clothing brands in a unique way — the stores are a network of shipping containers. 

BOXPARK

 

For retailers, this is a creative solution for giving the customer the best (and coolest) experience, according to Lisa.

Read more…

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

Categories: Ecommerce Eretail Tags: , , , , ,

Austin McCraw

Value Proposition for Startups: 3 questions every startup must have the courage to answer

September 5th, 2014

“Every time a person says ‘yes,’ they are saying ‘no’ 10,000 times. One ‘yes’ equals many ‘no’s.’ The power of ‘yes’ is not in its affirmation but in its negation.”

– Flint McGlaughlin

Leading a new business to achieve a sustainable competitive advantage is not easy. It often involves difficult choices and a certain level of courage. But for the startup, it isn’t solely the courage to say “yes” that enables it to thrive; rather it’s the courage to say “no.”

Recently, I had the privilege of spending some time with a young startup company and working with them on their value proposition. Like many startups, this group had done well without any formal process of identifying a value proposition.

They had a group of founders, who, like many, built a unique product to solve a problem for a particular group of people. Intuitively, they had launched with a successful value proposition.

 

When competitive advantage is challenged

However, times had changed for this group. They used to be the first in their space, but now their market was crowded, and their customers had many similar competing products to choose from.

During the course of our conversation, I could feel the pressure the leaders of this company were up against, which stemmed from the worry about maintaining their strategic competitive advantage.

The temptation was to attempt to be everything their (new) competitors had become — in some sense, to be all things to all people. This is a common pressure, but it is often this precise pressure that causes many organizations to “acquire” their way right out of a good value proposition.

The most forceful value propositions are not those that try to do many things well, but rather those that try to do one thing really well.

Focus is one of the most essential components of a strong value proposition. Unfortunately, focus is often one of the hardest things to find in a business. Focus requires courage, especially the courage to say “no.” Learning to say that two-letter word was precisely the kind of negating focus this startup needed to answer three essential questions:

 

Question #1. How will you not serve?

A business cannot be all things to all people without diluting the power of its value proposition. By its nature, a specific value proposition must appeal to a particular prospect type. This can be counterintuitive, but knowing who your customers are necessitates knowing who your customers are not. Recognizing this distinction is essential.

The startup I mentioned above had created the most respectable and trusted cloud-based email distribution service. Because of their intense focus on accepting only those clients who send reputable emails, they had the highest deliverability rates, a serious evaluation process and strict guidelines. But ultimately, they had to make the difficult choice to turn away potential customers in order to preserve the value proposition that served their true customers.

Read more…

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

Categories: Marketing Tags: , , , ,

Erin Hogg

6 Tips for Creating an Effective Survey

September 2nd, 2014

As marketers, we see lots of benchmark data and statistics that we base our business decisions on.

At MarketingSherpa, we recently conducted a nine-month study on the state of ecommerce.

You’ll see the results of our research conducted with 4,346 marketers across 95 in-depth charts.

Obviously, this data didn’t come out of thin air. There was a survey that our MECLABS research team carefully constructed to gather those insights.

Crafting effective surveys is potentially the most important part of collecting useful data, whether you’re fielding research for a report or simply gaining customer feedback.

Diana Sindicich, Senior Manager, Data Sciences, MECLABS (parent company of MarketingSherpa), played an integral part in the MarketingSherpa Ecommerce Benchmark Study and provided some tips on how to produce the most effective survey for your needs.

 

Survey Tip #1. Evaluate your situation

There’s a good time, and a not-so-good time, for everything. This rule of life applies to surveys as well.

In surveys, situations may exist for you that make it a good idea to field a survey, Diana explained.

This could include scenarios of when you want to understand your customers’ motivations or characteristics. Maybe you’re looking to expand your product lines and want to know what your customers would like to see offered.

On the other hand, there are times when a survey may not be the best idea for what you want to accomplish. Perhaps you have a very personalized service with a small group of customers. Surveys can be perceived as impersonal — conversely, an interview would make the customer feel special and valued.

  Read more…

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

Categories: Marketing Tags: , , , ,

David Kirkpatrick

Social Media Marketing: Tools and takeaways to implement today

August 29th, 2014

Earlier this year, I was asked to moderate a case study panel at DFW Rocks Social Media Day. It was a fast and furious two days with multiple concurrent tracks and a lot of great information for attendees.

Since so much was happening at once, I wasn’t able to take in all the great content. So I reached out to Lissa Duty, Organizer of DFW Rocks Social Media 2014 and Vice President of Community Management at Advice Interactive Group, for her take on the event to give MarketingSherpa readers the opportunity to learn some of the top takeaways.

 

Insights from the organizerDFW-rocks

From the organizer’s perspective, Lissa said that this year’s event placed a higher importance on live content.

She explained, “This year, I really saw the value in having the live blog to share the conference sessions and highlight the speakers, even after the event, plus the live tweets, which did make for the #DFWRocks2014 hashtag streaming on Twitter at one point.”

What’s Lissa’s quick-hit advice on social media marketing?

“You must start with creating a social media plan,” Lissa said.

She then outlined three key points:

 

Key Point #1. Understand why you’re using social media

It’s not just to ”get rich.” Understand why you feel social media is important to you, your customer and your brand.

 

Key Point #2. Research what your customer wants to know about your brand

Discover how you can share that message uniquely in each social space, and then create a plan to give them that message.

Read more…

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

Categories: Marketing Tags: , , , , ,

Erin Hogg

Social Media Marketing: Setting expectations both internally and externally [Video]

August 26th, 2014

“#FAIL” is the last thing you want to hear from your audience on your social media channels.

From disgruntled users or customers to people calling out your company or brand’s blunder, handling the outcome of a social media fail correctly is critical for recovery.

But beyond just addressing a crisis online, is there an effective way to prevent these cringe-worthy mishaps from even happening?

epicurious-boston-tweet

 

In the MarketingSherpa Media Center at IRCE, Andrew Jones, Industry Analyst, Altimeter Group, explained how using a simple two-part strategy can help prevent social media fails before they occur.

 

Strategy #1. Manage expectations internally

Before you embark on social media, Andrew explained there should be a plan going into the journey to set guidelines for those who will be posting.

“At first, I think a lot of brands got involved and saw it as kind of a cute toy, and said, ‘Oh, let’s give it to the intern,” or, ‘Let’s give it to someone who doesn’t necessarily know a lot about the company,”‘ Andrew explained. “That can cause problems if the engagement that ends up representing the company in a very public space ends up causing social media fails or misrepresenting the company.”

Andrew recommended that the team managing a company’s social media account has rules and scenarios on how to interact with the audience online, especially when there’s a problem.

Read more…

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

Categories: Marketing Tags: , , , , ,

Jessica Lorenz

3 Tips to Improve Your Marketing from Doctor Who

August 22nd, 2014

(Editor’s note: Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, also contributed her knowledge – and love of “Doctor Who” – to this blog post.)

There are a lot of nerds in our office, and if you’ve read this blog for any length of time, this is probably not news to you. Recently, we’ve realized something nerds everywhere have known for a long time – we are not alone.

In our case studies, blogs and events, we’ve seen how other marketers utilize pop culture to help convey complex ideas – for instance, emergency alert systems provider One Call Now used “Star Trek” characters to represent its customer personas.

Since we have seen the success others have had, we wanted to try this idea out for ourselves using an office favorite: BBC’s science fiction cult classic “Doctor Who,” which is having its latest series premiere on August 23.

doctor-who

For those who are unfamiliar, the titular Doctor is a Time Lord (a time-traveling alien species very similar to humans) who faces various foes in attempts to save civilizations and right wrongs using intellect over force while exploring all of time and space.

Intellect over force is a driving principle behind our work here – marketing through testing and optimization over gut feelings and intuition.

Read on for three tips we’ve taken to heart from “Doctor Who” about how to make the customer your companion in your marketing efforts.

 

Tip #1. Test every (seemingly) insignificant thing

Doctor: Stone dust.

Kate: Is it important?

Doctor: In 1,200 years, I’ve never stepped in anything that wasn’t. … Now, I want this stone dust analyzed. And I want a report in triplicate, with lots of graphs and diagrams and complicated sums on my desk, tomorrow morning, ASAP, pronto …

Doctor Who,” The Day of the Doctor, 2013

Every single thing, down to the dust he has stepped on, is something the Doctor considers important. He’s been testing, scanning and analyzing all of his surroundings for 1,200 years.

You may think that you know the answer to every question anyone could ask about your customers. But when you begin testing, you could discover that you’ve totally overlooked a simple concept that was right under your nose (or boots).

For example, at MarketingSherpa Lead Gen Summit 2013 in San Francisco, Jon Ciampi, Vice President Marketing, Corporate Development, Business Development and Strategic Accounts, CRC Health, presented a case study where his team tested what they considered to be best practices.

They took their control page of concise copy with an above the fold call-to-action, and created a treatment full of copy with a below the fold call-to-action.

What Jon and his team discovered was an “aha moment,” realizing that not only had the treatment outperformed the control by 220%, but they hadn’t understood their customers’ motivations at all.

While they had been promoting luxury and statistics, it took one test to realize that customers weren’t asking, “What is your doctor-to-patient ratio?” but rather, “Can I trust you with my loved one?”

“We test in the eternal hope that we can possibly understand the motivations of our customers and adjust our practices accordingly,” Jon summed up in his presentation.

Read more…

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

Categories: Marketing Tags: , , , , ,

Daniel Burstein

Content Marketing: How a farm justifies premium pricing

August 19th, 2014

“We often feel like we have a sales force of thousands of loyal customers looking out for our best interest.”

We’ll get to how content marketing enabled the example in that quote in just a minute, but first, let’s start with the incredible, edible egg market.

The egg market is a perfect example of how value, and marketing’s role in the communication of that value, can be added to what was previously a commodity in order to produce higher margins.

Take a look at the market for eggs. There’s white. Brown. Hormone free. Antibiotic fee. Vegetarian fed. Grass fed. USDA organic. Free range. The list goes on.

Of course, there is a range of prices for these different attributes, ranging from $2.78 per dozen to $5.49 per dozen in a recent Consumer Reports article, for example.

This creates a dilemma for the consumer and a challenge (and opportunity) for the marketer.

 

The Marketer’s Challenge and Opportunity: Communicating value when markets are filled with choice

This is, after all, the heart of marketing: enabling choice and communicating the value of those choices.

So let’s look back at the egg market. Remember, not too long ago, eggs were just a commodity. Then, all of these product claims came along. One could argue that all of those claims create more value for customers, and thus, justify the higher price. That may in fact be true, but they would miss the point.

The real ability to charge a premium price for having any of those words on an egg carton is the customer’s perception of that value. After all, how many customers really understand what goes into raising an organic egg?

 

It was beauty (the content) that killed the beast (the commodity)

Commodity products are very dangerous for companies. It means their only lever of survival is to focus on operational excellence and cost-cutting to constantly stay one step ahead of expenses and the competition.

This is where content can be so powerful. Companies that really are producing something of greater value (e.g., the organic egg) can use content to show the story of how their products are made so the customer can see for themselves what the value is (e.g., justifying the higher cost for an organic egg).

Effective content marketing isn’t only happening online. Let’s take a look at an example of how one egg company is using content marketing to show this distinguishing value.

 

In-package newsletter

If you buy Country Hen eggs off your grocer’s shelf, when you open the carton, you will see “The Country Hen Farm News.”

country-hen-newsletter

 

Content marketing = show your work

At first glance, it’s easy to miss how profound this in-package newsletter is. After all, the company basically bought a truck. So what?

Surely, customers must assume that their eggs make it from point A to point B to eventually their grocery store shelves in a truck of some sort. How does that add value?

“We like to see people working on our behalf,” Michael Norton, Associate Professor, Harvard Business School, explained at Web Optimization Summit 2014. (You can read a 15-second synopsis of his research in Takeaway #2 of Web Optimization Summit 2014 Wrap-up: Top 5 takeaways to improve your testing and optimization).

 

The difference between showing and telling

It’s not simply the fact that The Country Hen bought a truck that adds value, but rather, how it uses the newsletter to show product value. The magic is in the writing. This newsletter shows the value in three subtle, but brilliant, ways:

  1. Shows the work – As mentioned above, it shows how these farmers are working hard to get your eggs to you.
  1. Shows the passion – This isn’t some mega-corporation with commodity eggs. These people really care. For example, “Our girls will not have their vital nutrients in the care of a less than reliable vehicle.”
  1. Establishes its place in the market – Again, this isn’t a mega-corporation. They’re the underdog, the little guy. By spending more to buy Country Hen eggs, you are supporting the small farmer. After all, it’s quite charming how proud they are of a used truck: “The truck has only 188,000 miles and is capable of transporting 24,000 pounds of our certified organic cuisine.”

This company could have ran a TV ad campaign with stock farm footage of dewy mornings and hay bales being loaded into trucks and a ruddy-voiced announcer reading lines like, “We’re working a little harder for you.”

That would be telling. It would be hype. I would argue, it wouldn’t have been as effective because it wouldn’t be real. It wouldn’t win over today’s skeptical customer.

Pamela Jesseau, Senior Director of Marketing, MECLABS, is the person who gave me this newsletter and suggested this blog post. She described it like this: “I spend twice as much money on these eggs because they tell me about their truck. I’m never going to buy another egg ever again as long as The Country Hen is on the shelf. I want to find out what is next. I feel like they are my hens, too.”

After reading the newsletter, I wanted to share some insights from The Country Hen with you to help improve your own content marketing. So I reached out to Kathy Moran, the signatory of the newsletter, to get some background and tips for you.

As with any marketing department we write about, they aren’t perfect by any means. They still have work to do on their digital side. But I thought it would be helpful to hear how they create content with a small team and limited budget. Her responses were so good and real, I didn’t even pick up my editing pen.

Read more…

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

Categories: Marketing Tags: , , , ,

Erin Hogg

Email Marketing: Unique send times for micro-personalization [Video]

August 15th, 2014

According to the MarketingSherpa Ecommerce Benchmark Study, email was the top channel for driving significant traffic to an ecommerce site. For companies in the $10 million $100 million range, it drives nearly 80% of the traffic.

However, if you are not sending your marketing emails at the most optimal time for your audience, you’re leaving revenue on the table.

This is not a new challenge. But timing the right message to the right person at the right time remains a critical aspect to effective email marketing.

At MarketingSherpa Email Summit 2014, Dave Sierk, Consumer and Small Business Strategist, Dell, took the stage to share several case studies showing how Dell leveraged a GIF-centric campaign to achieve a 109% revenue lift.

You can see Dave’s full presentation from Summit for that story, but in this MarketingSherpa Blog post, see how Dell created unique send profiles for each of its customers to personalize email marketing efforts on a micro-level.

 

While composing a creative and engaging email is a great start to driving traffic and, hopefully, conversions, sending it at a time that does not match customers’ email viewing habits could mean your efforts are wasted when that email never gets opened.

dell-send-times

 

Watch this brief excerpt from Dave’s session to see how the team personalized email send times to adjust to customer’s consumption habits and drove an 8.2% increase in unique click rate.

Read more…

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

Categories: Email Marketing Tags: , , , ,