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Posts Tagged ‘Email Marketing’

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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Email Marketing: What is the best day to send an email?

August 12th, 2014 9 comments

For this MarketingSherpa Blog post, I thought I would examine some email research. This chart from the MarketingSherpa Email Marketing Benchmark Report focuses on the effectiveness of sending emails on different days of the week:

 

 

Looking at the results of this survey, you can see a wide range of effectiveness, along with a few clear patterns. Tuesday and Wednesday look pretty good, but Sunday looks to be the least effective.

What’s left off of this highly aggregated data is the fact there is no “best” day – or time of day – to send emails that works across the board for all email marketers.

The reality? Testing your email sends is paramount to effective email marketing. What might work for one industry, or business category, or maybe even your direct competitor might not – no, make that probably won’t – work for you.

Your email list is unique to your business (unless you’ve bought the entire list, and if so, shame on you). Only by testing your sends and tracking open rates, clickthroughs and other engagement metrics will you learn what works best for your list.

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Email Deliverability: 9 lessons about Canadian Anti-Spam Legislation

July 25th, 2014 No comments

CASL.

You might think the “C” stands for confusion, or perhaps concern, at least on the part of marketers.

canada-anti-spam-legislationThose letters stand for the Canadian Anti-Spam Legislation. This law applies not only to Canadian companies, but email marketers anywhere in the world sending messages to Canadian subscribers.

Since this is probably the strictest spam law ever, marketers are growing concerned. Because marketers aren’t lawyers, many are also confused about what they actually have to do.

I’ve spent the past few weeks gleaning insights from experts in the field, and here’s what I’ve learned so far.

 

Lesson #1. A blog post is not a legal opinion

Some marketers have been reading blog posts and other content to try to understand what they must do to comply with CASL.

No piece of content can replace legal advice, including this blog post. If you think there is legitimate exposure for your company, the best thing to do is get legal advice.

CASL is a law, not just an industry best practice or a good idea. If your company breaks the law, it can be legally liable and punished. As with any law, ignorance is not a legal defense.

According to FightSpam.ca, “Penalties for the most serious violations of the Act can go as high as $1 million for individuals and $10 million for businesses.”

The Canadian Radio-television and Telecommunications Commission (CRTC) is chartered with enforcing the act.

That said, I’ve included some related reading at the end of this blog post in the “You may also like” section to help you dive deeper into this complex regulation.

Lawyers aren’t the only place you can get some help.

“Become informed and stay on top of it. If you are using an ESP and they are providing any sort of CASL assistance, take advantage of it,” suggested James Koons, Chief Privacy Officer, Listrak.

 

Lesson #2. Don’t overreact

Trusting any blog post or other content at this point is especially fraught because, while CASL is law, interpretation and enforcement of the law is still ongoing. It’s still all very new.

“I think you have to use some common sense.”

That’s what Shaun Brown, a lawyer and partner at nNovation LLP, a Canadian law firm, advised when I spoke with him about CASL. Shaun also went on to say:

Fortunately, the government decided to delay the private right of action, because the private right of action is a whole other ballgame. It creates incentives for lawyers to find technical violations. The CRTC, we have to assume and I do believe that they’re going to be reasonable and it’s not their goal to try and catch legitimate businesses in technical violations or in a gray area and to really try to punish them. I think it’s going to be their goal to try and reduce some of the worst practices we see out there.

So where there are a lot of gray areas, I don’t want to see people being scared to use email marketing because of these gray areas and lack of certainty. We do have to have a little bit of faith and assume that the CRTC is going to be reasonable on some of these issues.

 

Lesson #3. Keep doing the basics

There are a few basics in how you send your emails that you should be doing anyway, thanks to CAN-SPAM and being a savvy, successful and ethical marketer who cares about deliverability.

I say should, because last time we surveyed marketers about their email practices, only 62% provided an easy unsubscribe process – as the rest simply beg recipients to hit the “SPAM” button and cause major deliverability problems.

Does your email template (perhaps in the footer) include:

  • The ability to unsubscribe?
  • Your company’s physical address?
  • An email address, telephone number or Web address?

 

Lesson #4. Understand the two types of consent

Implied consent and express consent.

Implied consent tends to be when you’ve had a business relationship with recipients in the past, like a purchase or donation.

Express consent is when they specifically opt-in to your list. It’s a good idea to check your opt-in forms and make sure you are now getting express consent.

“Make sure you put expiration processes in place to remove subscribers that you are unable to get express consent from, or when the time limit for implied consent runs out. Basically, you should have a solid, auditable process in place that shows your CASL compliance in the event of an enforcement action,” James said.

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Ecommerce: 3 vital marketing resources to explore before your next email send

July 18th, 2014 No comments

Email marketing has emerged as a staple in ecommerce.

Seemingly countless companies use emails to flood our inboxes with a galaxy of promotions and product offers.

How can you stand out in an already overcrowded inbox?

In this MarketingSherpa Blog post, I’ve included a few resources from our content library and publications that you can use to aid your email marketing efforts.

 

Read – Email Marketing: Jewelry retailer integrates product recommendations into email campaigns to lift opens 9% 

email-personalization

How it can help

This case study from Allison Banko, Reporter, MarketingSherpa, shares how fine jewelry retailer Heirlume integrated product recommendations into its email programs, tailored to male and female audiences.

Segmentation is already a best practice, so the real payoff here is in basing content on user behavior to help you deliver relevant products directly to your customers.

 

Watch – Brand Value: Ecommerce marketing on a global scale

 

How it can help

Delivering a consistent brand experience in your emails to customers around the globe gets harder the bigger you grow.

Consequently, one thing to consider according to Rob Garf, Vice President, Industry Strategy, Demandware, is when exposing brands to new cultures, marketers must understand the experience is all about the customer.

“It comes down to really being entrenched in how consumers behave and how they want to interact with the brand,” he said.

Check out more interviews from the MarketingSherpa Media Center at IRCE featuring a wide range of speakers like Rob who represent a variety of brands including: Fathead, Website Magazine, Digital River, Save-A-Lot, Demandware, Joyus and eBay, among many others.

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Email Marketing: Don’t let email own the ecommerce showroom floor

July 11th, 2014 1 comment

According to the MarketingSherpa Ecommerce Benchmark Study (free download at that link), email was one of the most frequent sources of ecommerce traffic for organizations across every revenue range.

Email marketing being at the forefront of ecommerce marketing tactics is quite obvious when you consider the mass of storefronts that greet you with an email squeeze before you can even get to the shelves.

channels-drive-growth

 

It works, but only to a degree. According to Ben Pressley, Head of Worldwide Sales, Magento, there is one big problem.

Ben, who was accompanied with Pete Prestipino, Editor-in-Chief, Website Magazine, joined Daniel Burstein, Director of Editorial Content, MECLABS, at MarketingSherpa’s Media Center at IRCE to discuss the state of ecommerce in 2014.

As Ben explained, email now owns the showroom floor because it’s where a lot of organizations attribute revenue, perhaps even when they shouldn’t.

“Email and search are the two top channels in marketing, no surprise there,” Ben explained, “But I think we would classify that as having the approach of last-touch attribution, where you’re giving credit to the channel that didn’t necessarily stimulate the demand; you’re giving the credit to the channel that brought you the sale.”

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