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Posts Tagged ‘Email Marketing’

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

April 22nd, 2016 2 comments

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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How NakedWines.com Used Email to Maximize Lifetime Value

April 15th, 2016 No comments

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

April 1st, 2016 No comments

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

March 28th, 2016 Comments off

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

March 18th, 2016 No comments

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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3 Steps to Conquering CASL: An interview from Email Summit 2015

February 19th, 2016 No comments

As we’re in the final days before MarketingSherpa Summit 2016, we thought it would be fitting to share the last Media Center interview from last year, covering a timely topic marketers were concerned about — Canada’s Anti-Spam Law.

With fines of up to $10 million per violation, Canada’s Anti-Spam Law (CASL) is among the world’s strictest anti-spam legislation and, naturally, it got attention. As a result, it’s too easy for marketers to feel overwhelmed by the new regulations, Shaun Brown, Partner, nNovation (an Ottawa-based law firm), said.

 

He discussed CASL with Courtney Eckerle, Managing Editor, MarketingSherpa, at Email Summit 2015.

“There are potentially huge penalties under the legislation. Every law firm is publishing information. You have bloggers, email marketers … everybody is talking about CASL. But not everything out there is necessarily factually correct,” he said. “And even then, we can’t always claim to know exactly how the law is going to apply in every circumstance.”

Consequently, some marketers have embraced CASL compliance. Others, not so much.

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Finish Line Tells Us What Customers Want in Email Marketing

February 5th, 2016 1 comment

For leading athletic retailer Finish Line, a memorable customer experience means focusing on product, presentation and people.

During MarketingSherpa Email Summit 2015, after presenting his session on “What Customers Want,” Erin Hogg, Reporter, MarketingSherpa, interviewed 2015 MarketingSherpa Best-in-Show Award Winner, Aaron Buchanan, Digital Personalization Manager, Finish Line. His session presented marketers with information on how they could turn basic segmentation practices into highly personalized, multichannel campaigns.

 

In this day and age, it is very clear to see why 77% of consumers prefer to receive the majority of their marketing communications through email. And while it would be ideal to create one quick email blast to all your customers, personalized email communication is an important element in gaining and keeping subscribers.

That does present a challenge to marketers, because not everyone has the same interests or needs even if you have a general product.

In his interview, Aaron walked through ways marketers could create a significant email experience for customers. By following a few of the tips below, you can also build better engagement with your customers.

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2015 Year in Review: The most popular posts in content, mobile and visual marketing

January 5th, 2016 No comments

No proper New Year’s can be complete without first reflecting on the past year.

Where have we been? What have we accomplished?

By asking these questions, we can move forward with a clearer vision of the year to come, and what we hope to accomplish.

MarketingSherpa is here to help with that reflection with our best content (as determined by you) from this year. As we enter into a new year of marketing efforts, challenges and trends, let’s first take a moment to review the most popular posts of 2015.

 

1. Content Marketing 101: Tips on content strategy

As one of the most valuable marketing channels, content creation is a constant journey for marketers. This post, the most popular of the year, covers the important basics of content marketing for those who are new to the endeavor, and a review for veterans.

This post covers thought leadership and brand awareness in your content, as well as multiple resources at your disposal.

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3 Content Tips from StumbleUpon for Reaching Millennials

December 18th, 2015 No comments

When marketers talk about Millennials, the reigning opinion is that it’s a demographic of 24-year-olds, according to Anne Gherini, Head of Marketing, StumbleUpon.

Anne explains this fallacy in her interview with Daniel Burstein, Director of Editorial Content, MarketingSherpa, at the MarketingSherpa Media Center at DMA’s &THEN 2015. She also goes in-depth about how marketers can effectively reach and resonate with these 18-34 year olds.

“40% of Millennials are parents. So when we talk about Millennials in general, we have to think about how vast this demographic really is. So testing becomes key,” she said.

 

With so much content out there to choose from, authenticity and trust is key, Anne said.

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Inbound Marketing: How to turn your customers into brand enthusiasts

November 6th, 2015 No comments

KontrolFreek has taken a “very organic” approach to building its base of customer brand enthusiasts and ambassadors, which it calls FreekNation.

Ashish Mistry, President and CEO, KontrolFreek, sat down with me at IRCE 2015 in Chicago, and discussed how the company was able to work within pockets of influence in its digital marketing to turn customers into fans.

The key to how the marketing team has been able to do this is through a number of different avenues in its digital space.

 

Authentically develop relationships with customers

“One of the things we realized early on was that this was going to be the core of our marketing,” Ashish said.

The team thought email would be one of the main marketing drivers, he added, but what has been the most interesting development, from his perspective, is to see how important the social role of these brand enthusiasts has been for the customer base.

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