Jacqueline Simpson, Marketing Manager, Tourism British Columbia, and her team are constantly testing their opt-in landing pages for multichannel campaigns. They came upon a particularly outstanding group of findings recently.
Retail email item: On August 27, Bed Bath & Beyond sent out a campaign that included a dedicated link for people who opened the message on their mobile phones. As part of my job of keeping an eye on as much of the email universe as possible, I signed up for a few BB&B segments – but not every single one of them – while registering at the site a number of months ago.
Last year, numerous email marketers used Halloween to spike their open and clickthrough rates and drive sales. But the most important thing that industry observers saw in their inboxes was that this mini-season isn’t just for seasonal marketers with tight product niches. Read more…
A major eretail player has been using a ‘wow’ tactic. In their order confirmation emails, the brand has offered customers the chance to call a toll-free number that same day if they want to add more products to their order. Read more…
Partnering with your competition can make for tense relations. You’re supposed to be working together, but you’re going after the same market with the same product. It can get confusing.
I browse dozens of eretail newsletters each week. And FreePeople.com’s subject lines stand out the most because they are *routinely* super short.
Thirteen out of their past 20 subject lines have been four words or less. And most of those 13 have employed either two or three words. Further, many of the subject lines have 14 or fewer characters (including spaces).
One of the newer ways of marketing to consumers lies in the idea of being green. It’s pretty simple: If you can convince environmentally conscious folks that you care about running your operations responsibly, that sizable group becomes much more inclined to spend money on your products or services. Read more…
There’s been lots of talk for some time about the convergence of online marketing with the print advertising world. Of course, as this blog has discussed in a past entry, there’s the virtual catalog with its ‘thumb-through-the-pages’ technology. And there’s been new ‘online magazines’ debuting in recent years.
Well, Yahoo! has announced a program designed to target online viewers with display ads that originate from the Web versions of retailers’ newspaper circulars. Now, on its face, this is not entirely new. Specifically, grocery chains, drug stores and other retailers have made their circulars available for printable download.
