Selena Blue

Email Marketing: 6 steps to re-engaging subscribers and cleaning your list database

April 22nd, 2016

With spring now upon us, are you ready to “spring clean” your email lists?

It’s a hard task to take on. No one likes to see their list decline. However, list hygiene is an important part of any email strategy.

List-cleaning-graphic

“Blasting your emails to an unqualified list could result in account suspensions from your email platform, penalties, or even fines, not to mention dismal marketing results,” according to the Salesforce article “How to Keep Your Email Lists Sparkling Clean.”

If many of your email addresses are undeliverable or people are marking you as spam, your email reputation suffers. You could be causing yourself to be flagged as spam in your customer’s inboxes — and that won’t get your campaigns very far.

To get your list back to a healthy state and stay that way, we’ve outline six steps for your team to take.

 

Step #1. Delete fake, role-based and misspelled email addresses

To start your email spring cleaning, examine your list for the addresses you won’t hope to win-back. This includes those that don’t actually make it to someone (and probably never have).

For various reasons, consumers don’t always provide the correct information online. As an initial step into cleaning your list, you’ll want to delete all the bogus email addresses. These could include emails like:

  • test@gmail.com
  • 123@company.com
  • asdf@asdf.com (This address even has a fake website to go with it.)

You’ll probably want to eliminate role email address as well. These are typically groups, not individuals, where no one will actually open, read or click your emails. A few examples include:

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Categories: Email Marketing Tags: , , ,

Daniel Burstein

Content Marketing: How to help subject matter experts come up with blog topics

April 19th, 2016
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Let’s say you’re an intrepid marketer at a company. You’ve read about the power of inbound marketing, have started your company’s blog, and … now what? How do you get these subject matter experts (SMEs) to blog? And what should they blog about?

Or perhaps you have an established content marketing blog — you’ve been going for years. But your SMEs are running out of ideas for blog topics. What should you do?

Keep reading (and then send your SMEs this blog post).

 

The analogy

Photo: Cirofono

Photo: Cirofono

Now that we’ve established the problem, let’s look to an analogy laced with a pop reference to help give you an approach to solve it.

When George and Jerry are pitching the idea of the “show about nothing” to NBC executives on “Seinfeld,” George asks …

George: What did you do today?
NBC Exec: I got up and came to work.
George: There’s a show! That’s a show.
NBC Exec: How is that a show?


The Seinfeld Method

If your SMEs don’t think they have anything helpful to blog about for your audience, ask them, “What did you do today?”

Their day-to-day role likely spurs many topics that would benefit your ideal customer but are hidden in the four walls of your company. In fact, are you read this blog post, your SMEs are probably:

Almost everything done in their job is content.

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Courtney Eckerle

How NakedWines.com Used Email to Maximize Lifetime Value

April 15th, 2016
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How do you turn a name on a list into a loyal and engaged subscriber?

Ecommerce site NakedWines.com has accomplished this by establishing a community of customers and “Angel” members. These customers fund independent wine makers in return for access to hand-crafted wine at a lower cost.

At the MarketingSherpa Summit 2016 Media Center, Julia Fox, Marketing Manager, NakedWines.com, spoke about how her team wanted to maximize member lifetime value during the early phases of the customer journey.

 

“Since we’re all ecommerce, email is obviously a huge part of our success,” Julia said, adding that most of the company’s revenue comes from these “Angel” members, which means nurturing new customers into Angels through this channel is especially important.

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Categories: Email Marketing Tags: , , , , , , , ,

Brent Knauff

Landing Page Optimization: Which ninja turtle is your page?

April 12th, 2016

Turtle SketchAssuming you don’t live in a shell, you have probably seen or heard of the Teenage Mutant Ninja Turtles. They’re the immensely popular superhero group that began as a comic in the 80s, and reached peak popularity in the 90s, and to this day, maintains a cult following with children and adults alike.

Even as fun and interesting as the premise is, we can still ask the question: Why have they stayed so popular over the years?

My take is it’s because of the characters.

The dynamic brothers, consisting of Leonardo, Raphael, Donatello and Michelangelo, have so much variety in their personalities, which allows them to approach problem-solving situations in any multitude of ways. This also allows for a lot of creative freedom on the creators’ end.

Personality is what captures an audience, as well as builds a brand.

Your landing page has, or can have, just as much personality as a character, whether you realize it or not. Below are four different characteristics of landing pages, named after the four different turtles:

  • Leo:  clear, simple, collected, peaceful
  • Raph:  aggressive, loud, attention-grabbing, urgent
  • Donnie:  calm, intelligent, factual, to-the-point
  • Mikey: fun, silly, lighthearted, nonchalant, social

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Categories: Website And Landing Page Design Tags: , , , , ,

Daniel Burstein

Social Media Marketing: Online organic retailer grows following 600% in 18 months

April 8th, 2016
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“Your brand is not what you say it is, but what your customers say it is.”

Or so goes the old advertising maxim.

If we were to update that to modern times, we might add, “And you can discover what they’re saying about your brand on social media.”

When Cambria Jacobs, Vice President of Marketing, Door to Door Organics, sat down for an interview at MarketingSherpa Summit 2016 with Courtney Eckerle, Managing Editor, MarketingSherpa, she shared that old advertising maxim along with her team’s journey on social media — from a customer service channel to a unified, proactive, brand-building strategy.

 

Here are four key lessons from Cambria’s interview …

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Categories: Inbound Marketing, Social Media Marketing Tags: , , , , , ,

Regina Love

How to Market Your Event – the Zumba Way

April 5th, 2016
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It’s finally here, the moment I’ve been waiting for: ZINCON 2016! The Zumba® Instructor Network Convention has been the talk of the year amongst Zumba instructors worldwide. In our world, it’s the most secretive, yet thrilling, event of the year.

Being a participant in the buildup to this convention reminded me that event marketing is an opportunity to leverage in-person engagement and build relationships with your customer.

In planning, every company’s approach will differ, but your execution has to be tight. Your overall goal is always to make an impact on your customer, and Zumba is a fantastic example of how to do that.  As a new instructor myself, all I’ve heard over the last few months was how valuable and fun ZINCON has been in previous years, which only made me want to Zumba my way there!

ZINCON Navigation

As I went through the process of registering for this event, I wanted to share three tips I found interesting in Zumba’s promotion of this special convention.

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Categories: Event Marketing Tags: , , ,

Courtney Eckerle

How One Small Template Change Led to Greater Customer-centric Content for WeddingWire

April 1st, 2016
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Most email marketers know they’re supposed to throw the social sharing buttons into their email templates.

… or do you?

“When we first started doing that, that made sense and that was the best practice when social media first came around. But we never looked back at it and did a reality check to see if that still made sense,” said Bart Thornburg, Senior Manager of Email Marketing, WeddingWire.

In his MarketingSherpa Summit 2016 Media Center interview, Bart talked about how WeddingWire checked that portion of the template to see if it was really a best practice for them.

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Categories: Email Marketing Tags: , , , ,

Paul Cheney

20 Predictions for the Next 5 Years that Every Email Marketer Should Hear

March 28th, 2016
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Email marketing has evolved significantly during the first half of this decade — from the impact of mobile and engagement-based email filtering to the emergence of wearables and omni-channel integration. All that change made us wonder: ‘How will email marketing evolve between now and the end of the decade?’

That was what Chad White, Research Director, Litmus, sent me in an email when I asked him to comment on a SlideShare he created from Litmus’ Email Marketing in 2020 ebook.

In the report, our own Daniel Burstein, Director of Editorial Content, along with 19 other experts in the field of email marketing, share their predictions for what email marketing will look like in the year 2020.

The slides, which pull out Litmus’ favorite prediction from each of the experts interviewed, have a number of interesting tidbits.

Overall, the general consensus is that email will be incredibly personalized and highly automated.

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Categories: Email Marketing, Marketing Tags: ,

Austin McCraw

From the Westin to the Waffle House: Overcoming the pervasive challenge of company logic

March 22nd, 2016

I recently overheard an interesting conversation at a Westin hotel check-in counter. It went something like this:

“… and we’re energy efficient!” said the Westin receptionist.

“That’s great …” the customer’s hesitating response was only met with her static smile.

“So … What does that have to do with my room?” he added.

“Well, you will have to use you room card to turn the lights on,” she replied with the slight hint of an eye roll.

“Oh … ? How does that work? Do I have to have it on me or wave in front of the …”

“You put it in the light card holder. We are energy efficient.” she interrupted.

“To turn the lights on?” The customer asked with now his own slight hint of an eye roll.

“Yes, a lot of hotels are doing it now,” she replied, slightly defensive.

Trying to get her to break from her conditioned customer service pose, and make a slight acknowledgement of the absurdity, the customer joked, “Ah … well all the hotels I have gone to have these light switch things.”

He failed miserably at this attempt, obviously not cut out for comedy.

“We are an energy efficient hotel!!” She said again, but this time with two — yes, two — exclamation points.

“So … where is this card holder thing?”

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Courtney Eckerle

First Impressions: How to earn your place in customers’ inboxes

March 18th, 2016
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I have two personal email accounts.

The first I nigh abandoned when about five years ago in college it became so inundated with spam that I panicked and started over. The experience was essentially the electronic mail version of Fastball’s 90’s hit “The Way.” I just took off and left it all behind me.

It seems silly that email could cause so much anxiety that I would call it quits and get the heck outta Dodge — meaning that I even switched email platforms.

Now that I’m a full-grown adult of 26, I know that when I have an overwhelming amount of unwanted dirty laundry piling up, I don’t just set the basket on fire so I can start my wardrobe over. I roll up my sleeves and get to work.

I apply the same principles to unwanted emails. And with services like unroll.me, it’s easier than ever to clear out the clutter. Emails fight it out for survival like it’s the digital Hunger Games.

My situation is not unique. It’s not even uncommon. As a Millennial, it pains me to admit that I am not special.

As a marketer, it makes me curious: how can emails earn their place in my inbox?

 

Tactic #1. Make a good first impression

Just like with in-person interactions, a first impression is everything.

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