Money on the Table: Lessons Learned From the Leading Subscription Retailers

Money on the Table: Lessons Learned From the Leading Subscription Retailers

By Ryan Brelje, Content Marketing Manager at Iterable

More than 10,000 ambitious companies fiercely compete inside the expanding subscription retail space—with the industry more than validated by the successes of pioneers like Birchbox and Dollar Shave Club, brick and mortar mega stores like Sephora and Walmart have entered the arena and vie for rival market share. In a high-stakes game where customer churn is only one click away, how are these companies keeping their customers engaged while they await their deliveries?

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Not all Email Best Practices are Equal…nor are all of them best practices

Not all Email Best Practices are Equal…nor are all of them best practices

Because email marketers are under resourced, busy people – and often new to the profession or have nobody to show them the ropes – they look to "best practices" as silver bullets that will fix their problems or keep them on the right side the law

Coupled with our history of being associated with spam, it's easy to see why marketers are so focused on following best practices. They use it as a solution to a common problem. The solution becomes a trend, and before you know it, it's promoted to a best practice.

However, I see too many marketers rushing to implement best practices without questioning whether something is truly a best practice, a trend or a bad habit that has evolved into a rule.

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The Evolving Marketing Landscape

The Evolving Marketing Landscape

The concepts of Retention and Predictive Marketing have been around for quite some time; however, at its inception, only the largest stores could afford to invest in this type of data warehouse and management. Over the past few years, solutions have evolved to help retailers gain access to their data and enable retention and predictive marketing, but adoption has been mostly exhibited by innovators and early adopters. Over the past three years, we’ve conducted the Retention and Predictive Marketing survey to better understand trends in the marketplace, adoption of retention and predictive marketing, and barriers and successes retailers, who’ve invested in this technology, are experiencing. This year’s survey was completed by hundreds of retailers, spanning industries and revenue levels. Here’s a breakdown of the results from the 2017 Retention & Predictive Marketing Report.

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Bill McCloskey
Good morning Matthew, and thank you for this article. Do you have any similar information for the Financial industry?
Wednesday, 09 August 2017 14:11
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Jessica Best: Email List Growth 2.0: Why You Should Be-Friend the Media Team

Jessica Best: Email List Growth 2.0: Why You Should Be-Friend the Media Team
We know that email is a money-printing machine. (Flash to the hundreds of articles that quote the outrageous and unbeatable Return on Marketing Investment.) As I often say with clients and at conferences, “Why wouldn’t you stand in front of the email marketing machine and just put in all your...
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Bill McCloskey
Great article Jessica. Thanks!
Wednesday, 28 June 2017 14:26
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Horvath: To Suppress or Not? Segment!

Horvath: To Suppress or Not? Segment!

List size is a metric that is ridiculous on its own. As every Email Marketer knows, it’s not about the size of the list, but the quality.

The battle over when to suppress users is age old, commonly fought between those who are focused on the size of the list, and those on the email side who understand that inactives hurt deliverability.

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Chuck Davis
Bravo Jody. This is right on and well said. Great Job. Readers - About Jody. Jody is one of the most aggressive in pursuit of ... Read More
Wednesday, 21 June 2017 14:43
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Kath Pay: 5 Ecommerce Customer Segments to Automate and Engage with Email

Kath Pay: 5 Ecommerce Customer Segments to Automate and Engage with Email

Your customer data is a goldmine of information just waiting to be discovered. You know that emails which reflect a customer's data are more relevant and likely to be acted on, but too many marketers stop at basics like name, gender or location.  

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Jennings: The Blueprint for Better Email Performance Testing

Jennings: The Blueprint for Better Email Performance Testing

“The most important work in the vocabulary of advertising is TEST. Never stop testing and your advertising will never stop improving.”

David Ogilvy
Founder, Ogilvy and Mather
Considered the Father of Advertising

Sending an email marketing message is easy. But boosting bottom line performance from send-to-send -- that’s a little more difficult. The key to success here is testing.

If you’re not doing any performance testing, now’s the time to start. If you are already doing regular testing, commit to upping your game. Either way, here’s a quick walk through the process my team and I follow to help guide you.

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Why Are Top E-Retailers Still Struggling With Email?

Why Are Top E-Retailers Still Struggling With Email?
Shown to be 40 times more effective at acquiring customers than Facebook and Twitter combined , email remains a top priority for marketers across industries. Engaging users with relevant, personalized messaging is more important than ever when it comes to this essential channel. However, recent research shows that even the...
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Exclusive Poll Results: Email Opt-in Practices Following an Online Purchase

Exclusive Poll Results: Email Opt-in Practices Following an Online Purchase

The following are the results of a recent poll by Marketing Democracy and Only Influencers: what are marketers opt-in practices following an Online Purchase: 

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David Carpio
Good article and findings! Thanks Chris! One question came to mind while reading through the results: would either of the bette... Read More
Thursday, 04 May 2017 18:14
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Richelo Killian: 10 Tips For Delivering Your Messages To The Inbox

Richelo Killian: 10 Tips For Delivering Your Messages To The Inbox
When I first started writing this post, it was going to be a comprehensive guide to everything you need to do to get your marketing email messages to the inbox. The modest post quickly turned into a full-length book, and not just any book, but, a highly technical book talking...
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Bill Kaplan
Nice overview of deliverability but it's missing the most critical factor, which, at the end of the day, governs whether your emai... Read More
Wednesday, 19 April 2017 15:02
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Matt Williamson: Busting the ROI Myth

Matt Williamson: Busting the ROI Myth
In this day and age, digital marketers have the ability to be pickier than ever when it comes to new software. For every marketing problem, there are at least a handful of solutions to choose from; however, they all come with a price attached. One of the most painstaking jobs...
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Bill McCloskey
My brain just grew. Thanks, Matthew!
Thursday, 27 April 2017 18:59
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Jessica Best: 6 Steps to Putting Data to Work in Email

Jessica Best: 6 Steps to Putting Data to Work in Email

It’s now 2017. We marketers have been chanting for “More data!” for years… and I think we can agree: we got it. Marketers use between 3 and 15 (!) data sources in their marketing, and the problem more often than not is that it doesn’t all live somewhere we can get to it or make sense of it.

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First-Person Marketing: Why It's Here and Why You Should Embrace It

First-Person Marketing: Why It's Here and Why You Should Embrace It

From time to time, the discussion on the Only Influencers' Email list turns to whether we as marketers need to be complex or not. Some email marketers say "Blast away!" Others say, "Let's be smarter than the average bear."

Let's get one thing straight right away: if you see yourself as a button-pusher, and if your email strategy is just to blast out campaign after campaign, this article is not for you. Unless you hunger for more. In which case, stick around.

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Gretchen Scheiman: Know Your Customer Journey

Gretchen Scheiman: Know Your Customer Journey

In the middle of rushing to send the latest announcement, update, sale email or whatever, it can be easy to forget the “who” and the “why”. But to maximize results, marketers need to know their audience well enough to know who they are sending to, and why that message will be important to that person. Do this by creating a customer journey for each segment of your audience.

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Jeanne Jennings: Scientific Method: Thou Shalt Not Make Changes Without Testing Into Them

Jeanne Jennings: Scientific Method: Thou Shalt Not Make Changes Without Testing Into Them

“I have more than enough time to do everything I want to do to make my email marketing program more effective.”

-- said no email marketer ever 

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Tackle Inactives by Designing for Their Buyer Personalities

Tackle Inactives by Designing for Their Buyer Personalities

We talk a lot about how to wake up inactive subscribers and customers, but none of the usual strategies and tactics tackle one of the root causes: Your email's personality doesn't appeal to most of your subscribers.

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Tim Watson: 7 Inspiring Automation Emails

Tim Watson: 7 Inspiring Automation Emails

Email automation is not the panacea for email marketing that many articles seem to suggest.

The story goes “buy a leading edge automation platform” and your email marketing is no longer spam and strategy is improved double quick.

I’ve never seen this to be true and have certainly spoken to too many email marketers who have found out it’s not true - the hard way.

Email strategy is not created by buying some cool tech.

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Gretchen Scheiman: 5 Steps to Fix Bad Open Rates

Gretchen Scheiman: 5 Steps to Fix Bad Open Rates

Open rates across industries average somewhere between 20% and 25%, depending on which benchmark you look at. Not everyone is lucky enough to meet or exceed the benchmark though. Every once in a while, I meet a good marketer who has really bad open rates: between 1% and 5%. No, they aren’t spammers, but they’re stuck with the results of years of poor email marketing practices. What do you do if you’re stuck with bad open rates? Here are some ideas to revive your list:

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Jeanne Jennings: 3 Tips for Making "Stolen" Email Marketing Ideas Work for your Program

Jeanne Jennings: 3 Tips for Making "Stolen" Email Marketing Ideas Work for your Program

Last week I was honored to be included on a list of ’The 20 Best Email Marketers You Should Follow and Steal From’ published by GetResponse. A colleague asked if that last part, “Steal From,” bothered me at all.

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Your Email Marketing Battle Plan for 2017

Your Email Marketing Battle Plan for 2017

Last Thursday, people sat down with family and friends to celebrate Thanksgiving and eat their hearts out. Whether the tradition is to eat turkey, tofurkey, or chinese takeout, one things is for certain, most of the people who are busily enjoying a large meal on Thursday are ready to shop on Black Friday and Cyber Monday.  In early October, National Retail Federation released their forecasted numbers for 2016. While the 2015 holiday season didn’t perform as well as estimated, increasing 3.2% over the previous year, they’re forecasting in-store sales to increase 3.6% to $655.8 billion. Moreover, NRF is forecasting non-store (online sales) to increase a whopping 7-10% to as much as $117 billion.

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