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Posts Tagged ‘Email Marketing’

What Do Customers Really Think About Your Email Marketing?

July 31st, 2015 No comments

At the Media Center at MarketingSherpa Email Summit 2015, we interviewed your successful brand-side marketing peers, along with researchers and industry thought leaders.

One interview stuck out from the rest because we interviewed someone who’s title was “customer.”

Jill DAmato, the wife of our own Brian DAmato, Senior Vice President of Partner Solutions, MECLABS Institute (parent research organization of MarketingSherpa), agreed to sit down and answer a few questions.

We had recently fielded a survey with 2,057 American consumers about their email preferences, and it was interesting to sit down with a representative customer to help bring that survey data to life …

“Email is great, because it’s very quick and easy. But it does have to be something very catchy and very relevant and timely. Because if it’s not, I’m not going to open that,” Jill said.

What advice did she have for marketers?

“If I could get [emails] less frequently but it be more relevant when I do, it would certainly help because I would be more likely to read it and not just go through and delete it because my mailbox is so stuffed,” Jill said. “Relevance and timeliness. It has to be relevant, and it has to be something I need right now.”

If you’re looking to improve the relevance and timeliness of your own email marketing, I’ve filled the “You might also like” section of this blog post below with links to tons of additional information, along with a look at the consumer survey data that Jill and I discussed.

You can follow Daniel Burstein, Director of Editorial Content, MarketingSherpa, @DanielBurstein.

You might also like

Marketing Research Chart: How do customers want to communicate? [From MarketingSherpa]

Email Research Chart: How often customers want to receive promotional emails [From MarketingSherpa]

Watch Full Sessions from Email Summit 2015 — Free to subscribers of MarketingSherpa newsletters

Email Marketing: Microsoft Store uses relevance to increase sends by 300% and email revenue by 600% [From MarketingSherpa]

Email Segmentation: 40% average open rate via relevant content journey [From MarketingSherpa]

E-commerce Email Relevance: 10% more revenue from 3 personalization tactics [From MarketingSherpa]

Email Marketing: Zumba Fitness uses personalized video to drive a 50% click-to-open rate [From MarketingSherpa]

Real-time Marketing: Nonprofit uses current events to increase revenue 22% [From MarketingSherpa]

Email Messaging online source (from MECLABS Institute, parent research organization of MarketingSherpa)

21 Subreddits Every Digital Marketer Should Subscribe To

July 24th, 2015 No comments

The best way for anyone to stay on top of any news, events and information around almost any topic imaginable in the 21st century is Reddit. Hands down. Most digital marketers know this already so I won’t waste too much time proving the point here. If you don’t know this, it’s okay. Here’s a five minute synopsis to get you up to speed.

 

The real trouble with Reddit, even for marketers who are familiar with the platform, is its unfriendly UX and search feature.

It’s very difficult to find the subreddits you should be following.

To help give you a head start with finding marketing subreddits, here’s a list of 21 you should probably be subscribed to if you’re not already …

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Email Marketing: How the Kentucky Derby engages customers with relevant email

June 30th, 2015 1 comment

The Kentucky Derby is a once a year event worth hundreds of millions of dollars. It has been held annually on the first Saturday of May at Churchill Downs in Louisville, Kentucky since 1875.

It’s a race like no other, filled with traditions like the sweet taste of a mint julep dancing over the ice of a frozen silver cup, women in lavish hats ringed in a halo of soft glowing pearls and the victorious aroma of 554 red roses dripping across the backs of the winners.

Even with its long traditions, it takes a lot of effort and hard work to give the Kentucky Derby’s spectators exactly what they come to expect year after year as those expectations change through time.

To find out how the Kentucky Derby consistently makes this high level event continually more successful, Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, sat down with Kate Ellis, Marketing Analyst, and Jeff Koleba, Vice President of Marketing and Programming, both of the Kentucky Derby, at the MarketingSherpa Email Summit 2015 Media Center to discuss how the Kentucky Derby keeps its customers engaged all year long for an annual event.

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Creating a Viral Environment to Serve Your Customers

June 23rd, 2015 No comments

The impulse to share something new with someone else is a natural and universal trait.

In the age of the Internet, why are some things shared while others are not? What causes a piece of content to go viral? To help answer this, Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, sat down with Jonah Berger, author of Contagious: Why Things Catch On, at MarketingSherpa Email Summit 2015 to learn how an email marketer can create a viral environment. 

 

Word-of-mouth is extremely important in creating a viral environment. You have a subscriber list but to grow that list you have to get people to share your content. We all know word-of-mouth marketing matters. What’s less clear is how to get it.

There is a science to word-of-mouth, and the key is to think about it internally and externally while keeping the customer at the center. Too often we find ourselves focusing on the product — but how in-depth do we go thinking about the users? What drives them? What is that underlying behavior that triggers them to share content?

After spending 15 years studying the science of why things catch on, Jonah Berger developed the S.T.E.P.P.S. framework, which is a series of psychological factors that drive and trigger the sharing mechanism.

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Email Marketing: What are some of the biggest deliverability challenges?

June 19th, 2015 3 comments

Deliverability should be a concern for any email marketer. If you can’t get into the inbox, your email send might as well not have even happened.

Deliverability can be a challenge. A bad reputation score can significantly impact your ability to reach the inbox. An ESP (email service provider) with other clients behaving poorly on a shared IP also hurts you. Getting off of a spam or junk mail blacklist can be a Kafka-esque experience of not really being sure who or what will get you off that list.

To help you with deliverability issues, I reached out to three industry experts to find out what they considered to be the biggest deliverability challenges facing marketers today.

 

Understand why you have a deliverability problem

Tom Sather, Senior Director of Research, Return Path, said, “The biggest challenge that marketers have today is gaining awareness and understanding why they’re having a problem. Email providers like Gmail and Yahoo!, as well as spam filters, make real-time, data-driven decisions based on their users’ behaviors and actions.”

He said understanding the data behind your email program is going to do more towards solving a deliverability issue than following any list of tips or best practices.

Tom explained, “Most email marketers lack this fundamental data that the email providers have access to and are essentially in the dark ages when it comes to finding a solution. As a result, we hear experts touting general best practices — which is more like alchemy and doesn’t provide the desired results or can make the situation worse. Marketers who have access[to]  and analyze the data will see the highest inbox placement rates and happier and more engaged subscribers as a result.”

deliverability-final

 

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How Public Speaking Can Enhance Your Career and Professional Development

June 9th, 2015 1 comment

At MarketingSherpa Email Summit 2015, Mary Abrahamson, Email Marketing Specialist, Ferguson Enterprises, not only spoke onstage in front of 1,000 of her peers but she was also awarded the Best B2B Campaign.

The video below was recorded at Email Summit, and I recently had the privilege of talking to Mary about how speaking has impacted her career and what other marketers can do to find success through public speaking.

“When I was doing the [interview at Email Summit], that’s exactly how I feel, still exactly how I feel [about speaking at events],” said Mary, describing the importance of public speaking events.

With the Call for Speakers for MarketingSherpa Summit 2016 ending Monday, June 15, I asked Mary what advice she had for marketers selected to speak at industry events.

“You will get out of the experience what you put into it. It will bring you tremendous growth both personally and professionally — don’t take a moment of the experience for granted. Also, just like you do in your daily job, think about your ‘customer’ — the attendee — first. What do they want to hear about?  That is the key,” she said.

Since MarketingSherpa Email Summit 2015, Mary has had two other speaking opportunities and continues to find ways to improve the quality of her email program.

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The Hidden Side of Email Marketing: The once-and-done option, A/B testing and a supersmart kind of dumb

May 19th, 2015 No comments

What assumptions do you make about your customers? Your competitors? Your industry in general? More importantly, what do those assumptions cost you?

At MarketingSherpa, we write case studies to help you execute your marketing strategy.

We also talk to writers, researchers and, well, renegades to help you challenge those assumptions and create an effective strategy to begin with.

I’m talking about people like Stephen J. Dubner. Not only has Dubner learned about economic theory and customer behavior as co-author of Freakonomics: A Rogue Economist Explores the Hidden Side of Everything and, more recently, Think Like a Freak, but he’s also a very successful digital content creator in his own right as host of the Freakonomics Radio podcast, which nets more than 5 million downloads per month.

Customer behavior. Digital content. Sounds like a guy who could offer a few words of wisdom to email marketers to help them challenge their potentially costly assumptions. I sat down with Dubner at the Media Center at MarketingSherpa Email Summit 2015 before his featured speaker session later that morning:

 

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Customer-Centric Marketing: 5 tips on mining customers for content

May 1st, 2015 1 comment

A blinking cursor on a blank page is a terrifying sight for a writer. It’s like having arachnophobia and someone putting a spider in your hair. The struggle is, in fact, real.

The good news is that, as marketers, we have it easy. Customers are telling you what they want to hear, and it’s only a matter of listening to what they’re saying. Sounds simple, right? I can practically hear everyone mentally (or maybe actually) murmuring, “Duh.”

However, when it comes to talking about tactics for making customers the genesis of content, every marketer I have interviewed for a case study or blog post — and there have been many — has made me dig deeper. That’s because this is an issue so many content creators struggle with in execution.

Whether it’s email, blogs, social media or any of the other seemingly endless channels, the main point is to have a conversation. Be engaging.

I recently wrote a case study for our Email Marketing newsletter with JustAnswer. Seeing as how it’s a service where customers come to the site to ask questions, you would think creating content would be simple. One of the best tips for coming up with content is to simply answer customer questions.

Just Answer blog categories

 

However, with so many questions being asked and topics including law, mechanics, medical (both humans and animals), plumbing and technology, just to name a few, the options are dauntingly endless, forcing marketers to be creative with their tactics.

Below is bonus material from the case study about how the JustAnswer team approaches content creation — both email and otherwise.

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Mobile Email: Tips on getting started

March 20th, 2015 3 comments

For email marketers, tackling mobile email is a relatively new challenge, but a challenge that needs to be addressed. According to research from Litmus, the email testing and analytics vendor, 49% of people access email via a smartphone — a figure that’s risen fivefold since 2011 and continues to trend upward.

mobile

 

To provide some insight for you, the MarketingSherpa Blog reader, I reached out to five email marketers who addressed the mobile email challenge with two basic questions on the topic.

Read on to find out what this expert panel had to say about mobile email:

 

MarketingSherpa Blog: What one tactic has the most impact on mobile email campaigns?

Justine Jordan, Marketing Director, Litmus

Ah, the million dollar question! As with most things with email, it’s hard to make a generalization since it can vary greatly based on your industry and audience. If I had to pick just one tactic, I’d go broad and say responsive design has the most impact on mobile email. MailChimp sends billions of emails every year, and they’ve seen a 15% increase in unique clicks for mobile users when responsive design is used. Even without huge gains in performance, sending responsive campaigns sends the message that you care about providing the best possible user experience for your subscribers.

 

 Brian Graves, UI Team Lead, DEG

Simplifying the experience. In addition to helping deal with the smaller amount of screen real estate available on mobile devices, statistics show that customers typically spend less than 15 seconds reading marketing emails, with iOS users spending the least amount at around 3 seconds or less. Look at repositioning your email layout to lead with your most important messaging. The most effective emails are typically concise and have a clear focus. This is not only a good tactic for mobile but is one way in which a mobile-first approach can help improve your campaigns across every platform.

 

Ted Goas, Designer and Developer, Canfield Scientific

Work as a unified team from day one. Having product managers, marketers, designers and developers working together from planning through to execution helps ensure a campaign’s quality doesn’t degrade as it gets ‘thrown over the wall’ in a waterfall process. Everyone knows what’s happening and why.

 

Dan Denney, Front-End Devevloper, Code School

Designing an email for scanability has the most impact. We want everyone to read every word, but people want to find what they’re interested in and move on. Make it easy for them.

 

Fabio Carniero, Lead Email Developer, MailChimp

Spongy development (sometimes called hybrid development), in my opinion, has the most impact. There are a fair number of pitfalls associated with mobile email, and the spongy development method — a combination of fluid and non-fluid email markup — can generally resolve most of them. The most pertinent example is the Gmail app on Android and iOS; the app doesn’t support media queries, which are generally necessary for responsive design. The spongy/hybrid technique serves as a work-around for providing ‘responsive’ email in clients that don’t support the technology specifically.

This development technique, with its inherent flexibility and robustness, also has the benefit of being stable in a very wide variety of email clients and platforms, from desktop to tablet to phones.

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Email Summit 2015 According to Twitter: Your peers share their key takeaways from Day 1 on engaging, empowering and serving customers

February 25th, 2015 No comments

If you haven’t noticed, #SherpaEmail has taken over Twitter.

Well, maybe not in a break-the-Internet scale of Kim Kardashian, but your marketing peers have been tweeting their hearts out with all the good information they’ve learned at MarketingSherpa Email Summit 2015.

With Day 2 of Summit underway, we wanted to share some key nuggets your peers found valuable on Day 1. (I might have smuggled a few of my own in too.) Check out some key takeaways from each of yesterday’s insightful sessions.

 

Humanizing Your Email Program: How to transcend the digital revolution by using the essential ability to communicate person-to-person

Flint McGlaughlin, Managing Director and CEO, MECLABS Institute

Flint revealed four fundamental principles that guide effective communication and provided examples of how these principles can be used to transform your entire email program.

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