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Posts Tagged ‘Email Marketing’

Email Marketing: Which of these 5 Award nominees can help you improve results?

December 9th, 2014 No comments

Email marketing is often a constant grind of tiny wins and (hopefully) tiny losses.

That’s why it’s such an honor to be able to recognize a marketing team for their relentless work on a campaign, where despite limitations, they were able to make a real difference in the email conversation between company and customer.

This is my second year as a judge for the MarketingSherpa Email Awards (sponsored this year by Blue Hornet) and it’s always a lot of work (30 hours of pre-screening, followed by 20 hours of deliberation) but a privilege to be able to debate and discuss strengths and weaknesses in email marketing with four other judges, who all come from different email marketing perspectives.

The joy that we get out of it is why this year we wanted to share that process with you, the MarketingSherpa Blog reader, by creating the MarketingSherpa Award – Readers’ Choice category.

Out of 500 speaking submissions and email case studies, the judging panel selected two Best-in-Show winners for B2B and B2C, as well as five finalists for the Readers’ Choice. All five are listed and detailed below with links to full case studies if you wish to learn more.

You can now vote for your Readers’ Choice Award winner. After voting, give your Klout score a workout by showing your favorite some love and sharing on social media.

All of the campaigns met our judging criteria of being transformative, customer-centric, innovative and offering transferable principles that marketing peers can apply to their efforts. Each case study displayed strong results. From there, it’s up to you to decide which one deserves top honors.

Have different criteria? Thoughts to share on any of the campaigns? Let us know in the comments.

Happy voting!

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Social Media and Email Integration Predictions for 2014: Were they right?

December 5th, 2014 No comments

At Email Summit 2014, marketers were asked: what do you think the relationship between social media and email will be in 2014?

Now that Email Summit 2015 is right around the corner, let’s take a look back a few of those predictions:

 

One-way message turned two-way conversation

Dave Sierk

“For the first time, I’m becoming an optimist about what the capabilities are going to be,” said Dave Sierk, Email Strategy and Analytics, Dell.

As a self-described pessimist, email, it seemed, allowed for one-way communication only.

However, with the rise of social media, Dave explained, “We’re getting pretty pumped about how we can make social a two-way street,” and turn social media followers into email subscribers.

 

 

Slow social adoption as brands transition into the realm

Shirley Salmeron

 

“Email isn’t going away – it’s not dead … but we haven’t gotten to the point where we have the adoption rates in social media on both the user side and marketing or company side,” explained Shirley Salmeron, Northeast Sales Director, Teradata.

She described the experiences as “siloed,” and although they might flow together in the future, as of 2014, “[marketers] haven’t bridged the gap.”

 

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Nonprofit Marketing: 3 tips to increase year-end revenue

November 14th, 2014 1 comment

With the end of the year approaching fast, it’s not only retail industry marketers who have campaigns to implement. It’s also a busy season for nonprofit marketers – a time of the year for holiday giving and year-end contributions.

What can nonprofit marketers do to increase their fourth quarter revenue? We’re sharing three tips for you that have proven effective for others, and might prove useful for you, too.

 

Tip #1. Coordinate your offline and online marketing efforts

It can be hard to stand out in a crowded mailbox – both your physical mail box and email inbox. That’s why HealthConnect One wanted use both channels in its year-end campaign. The team had previously sent out direct mail including an appeal letter to its supporters, but they decided email might be a great way to reinforce the message.

By creating a four-email campaign around the direct mail piece, the nonprofit saw a 50% increase in revenue compared to the prior year. To see the emails and learn more about the campaign, check out the MarketingSherpa case study, “Email Marketing: Four short emails boost year-end revenue 50% for nonprofit organization.”

 

Tip #2. Provide “quick donate” links for previous donors

The Obama for America campaign wanted to enable repeat donors to effortlessly give again. This required a few steps.

First, they encouraged donors to save their payment information during checkout. Second, they sent out emails with multiple calls-to-action (CTA) for different contribution levels. Third, with one click of the CTA, donors could donate again without visiting a landing page or filling out a form.

obama-email

 

The result? Conversion rates increased 300% on average when using the links.

To learn more about this tip and other tactics the campaign used, read the MarketingSherpa case study, “Email Testing: How the Obama campaign generated approximately $500 million in donations from email marketing.”

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Newsletter Engagement: 3 tactics Calendars.com used to improve its monthly sends

November 11th, 2014 No comments

When Marcia Oakes, Senior Online Marketing Manager at Calendars.com, was challenged with the task of defining the company’s email campaign, she dove at the chance of evolving the campaign from promotions to engagement.

Marcia and her team hoped to develop a newsletter that people wanted to read and a way to “engage with subscribers without asking them to open up their wallets.”

The result was a newsletter with refreshing and relevant content that resonated with the customer.

 

Find your voice

The team at Calendars.com used a calendar format as a template for the newsletter send. Not only was this visually different than other emails in the inbox, but it was very fitting for the brand.

They also used a previously shelved trademark phrase, “Flip Day,” to describe the newsletter send. (Flip Day, if you’re wondering, is the ceremonial and satisfying day that you flip your calendar from one month to another.)

By using this resource they already had, it empowered the team to communicate with their audience in a purposeful way, without promoting products.

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How Seamless Email Turns Ecommerce Prospects into Buyers

October 14th, 2014 No comments

Only 2.6% of the people browsing an ecommerce site actually buy during that visit, but, according to Charles Nicholls, that doesn’t mean they’re not going to eventually make a purchase.

Charles is the Founder and Chief Strategy Officer for SeeWhy, a provider of cloud-based behavioral target marketing. He discussed what it takes to transform browsers into buyers with Daniel Burstein, Director of Editorial Content, MECLABS, at the 2014 Internet Retailer Conference and Exhibition in Chicago.

Charles exhorted marketers to rethink the channel mindset and optimizing websites for a single session, and instead, think about optimizing the entire buying process. The key, he explained, is seamless use of email across desktops, tablets and smartphones.

Why? Customers may use all of these devices before finally making a purchase.

Consider this: SeeWhy has been tracking smart phone conversions, and, according to Charles, smartphones are outpacing tablets, which have become a desktop substitute. Also, 67% of smartphone conversions are done via email.

Watch the video below to learn about the importance of seamless emailing:

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Email Data Hygiene: When you know it’s time to break up

October 10th, 2014 2 comments

I still get emails to the email address I created in middle school. This was back when having cutsie screen names was awesome, DSL was the latest and selecting your Top 8 on MySpace was the most stressful part of the week.

Although I haven’t sent or opened an email in that account for probably 10 years, the emails still come through.

It had been a while since I had actually gone to that inbox, though I needed to reset my password before I was even able to scroll through the pages upon pages of unread mail. Not one of them was a personal email. As I kept going through pages years back, I noticed that they’re all marketing emails – often from the same few companies.

I have not engaged after nearly a decade of sends. I have not read a single subject line. I have not opened any emails. I have not clicked any calls-to-action. Yet these companies keep sending.

How is marketing to that email address helping the marketers’ campaigns (other than contributing to list bloat)?

 

The importance of list hygiene

At Email Summit 2014 in Las Vegas, Laura Mihai, Email Marketing Specialist, 3M Canada, spoke on the integration of list cleansing as a regular element of its email marketing campaigns.

Laura opened her session by reflecting on a time when deliverability rates started to affect campaigns.

“We really wanted to focus on eliminating those who don’t engage with our communications,” explained Laura. The team at 3M Canada had the idea of running a campaign with the incentive of a contest to stay on the list and update contact information.

Using this campaign, the team trimmed their list by an impressive 64%. Now, they can be in touch with people who want to engage with them.

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How a B2B Marketing Team Used Zombies to Win Over the C-Suite

September 30th, 2014 No comments

When Christine Nurnberger joined SunGard Availability Services in 2012, Marketing and Sales were clearly out of alignment. Marketing’s contribution to the sales pipeline was less than 3%, even though they executed more than 1,100 marketing tactics over the previous fiscal year.

By the end of 2013, that relationship had shifted dramatically. Marketing’s contribution to new revenue skyrocketed to 40% with the average deal size tripling.

At MarketingsherpaEmail Summit 2014, Christine revealed her secret to success: smart content marketing built on intense research, analysis and creativity. It culminated with chief technology officers preparing for the zombie apocalypse and eager to engage SunGard.

In the video clip below, Christine outlines setting the stage for that success with a two-stage direct mail pilot, targeting 56 CTOs in the later stages of the buying cycle:

  • Part one was a direct-mail piece made up of a  shadow box with a thumb drive, which included a personalized video announcing that, in the coming days, they would receive everything they needed to survive a zombie apocalypse.
  • Part two was a zombie apocalypse survival kit — a backpack that included a copy of World War Z, two tickets to the movie and “zombie repellant,” aka silly string.

 

The response blew the sales team away.

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Lead Generation: How to build your own list

September 26th, 2014 6 comments

Last week’s MarketingSherpa B2B Newsletter case study — “Lead Generation: Content and email combine for high-quality list building” — covered an effort by cloud replication and disaster recovery startup company, CloudEndure. The overall basis of the campaign was a process created by CloudEndure’s Vice President of Marketing, Ramel Levin, before he joined the startup. This process Ramel called BYOL, or “build your own list.”

The case study features some of the steps involved in Ramel’s lead gen idea, but since he developed it for a company he worked for before joining CloudEndure, the exact steps he took in putting the process together were not part of the case study.

For today’s MarketingSherpa blog post, I wanted to provide more detail on how Ramel created his BYOL concept.

Ramel said he was in a business setting speaking with a startup company that did website translations when the BYOL idea came to him.

“I was asking them, ‘How do you generate leads for websites that need translations?’ He (one of the employees at the startup) started telling me about all the different ways he was doing it, and he talked about the traditional ways of doing email blasts, going to conferences and doing advertising for pay-per-lead and PPC,” Ramel said.

 

One method for building high-quality lists

After a bit of thought, Ramel decided that building a list of higher-quality leads would be more effective for this company, and here is the process he developed to do just that.

 

Step #1: Identify the first stage of target companies

Ramel stated, “So I told him, ‘How about doing the following? How about scanning the top one million websites, based on Alexa or Quantcast, or any other ranking service … and find out how many of those websites have only one language.”

He said, for example, scan the top sites in Germany, and make sure they only have pages in the local language. If the company is in the United States, its website only features pages in English.

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Email Personalization: Craft forms with purpose

September 23rd, 2014 1 comment

At MarketingSherpa Email Summit 2014, Eventful, an online retailer of concert and event tickets, presented how it personalized and segmented its email campaigns to achieve a 66% increase in purchases.

To deliver a personalized email experience to its 21 million subscribers, Eventful’s Paul Ramirez and Ryan Blomberg created a recommendation engine that provided alerts about performers and events their subscribers wanted to hear about, focusing especially when a performer of interest was coming to their town.

You can watch their full presentation to see how the team designed and implemented this revolutionary technology, but for this blog post, we wanted to showcase how to provide a more one-on-one experience when you don’t have a team of engineers to design an entirely new technology for your company, such as Eventful had for its recommendation engine.

In this video, Pamela Jesseau, Senior Director, Marketing, MECLABS, and the Eventful team discuss how to craft forms in your email sign-up process and profile setup that will let your customers tell you more about themselves.

Ultimately, the goal is to use this information to craft a personalized and segmented email experience for your subscribers, minus the fancy (and oftentimes expensive) technology.

 

You’ll see two great examples of effectively using forms to gather insightful knowledge about your customers as well as how to fit your registration form into the customer journey.

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Email Marketing: Taking advantage of responsive design [Video]

September 16th, 2014 No comments

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.

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