Pokemon Go became the top downloaded and top grossing app when it was released three weeks ago. It already has more Daily Active Users (DAUs) than Twitter, and there’s probably much more to come —Niantic, the developer, has hinted at features that will involve bricks-and-mortar stores and may drive even more usage. In short, Pokemon Go is a massive hit.
I recently signed up for two very different email lists, Pottery Barn and Chubbies. Why on earth would I add more email to my already exploding inbox? In the case of Pottery Barn, it’s because I want some new towels for my guest bathroom and I was hunting for a discount code. In the case of Chubbies, it’s because I heard from a co-worker that their emails were hilarious, and I wanted to see them for myself.
Having been on both the brand and vendor side – and having been part of multiple decisions to evaluate and/or change ESPs (hint – it’s not as hard as your current vendor makes it seem…nor as easy as your new vendor claims), I’m surprised by how many mismatches between client and vendor still happen. It’s the biggest reason for account churn – bad fit between the client and vendor.
The possibilities and potential for machine learning never fail to amaze me, whether they could make my personal life easier (now my kitchen appliances can talk to each other, but do I want to know what they're saying about me?) or open up new vistas for email marketers.
I love when a marketer asks, "how should we measure this?"
Sometimes we get so caught up in opens, clicks, visitors, impressions, and all the other easy-to-get metrics that we forget what we wanted to accomplish in the first place. This is why it is so important to set up a formal approach to measurement before your marketing campaign launches. Yet a lot of marketers don't know where to start.
With endless approaches christened “best practices” and infinite blog posts on the latest email optimization tactics, it can be difficult to determine where it’s worth investing your email marketing money and manpower.
Survey Created by Loren McDonald.
First things first, I can’t stand the “email is dead” myth. It’s something circulated by traditional media, who love calling things dead to put us off the scent of their own problems. However, as an industry, our response has been weak.
Many companies struggle with measuring the impact of email on their organizations. As a result, it’s consistently undervalued as a tool in most marketers’ arsenals. As marketers, one of the most effective ways of showcasing the true benefits of a strategic email marketing campaign is to measure and understand the effects of an email, even when there was no open or click – what we call the halo effect.
I’m starting to cringe every time I hear the phrase, “We could segment our audience based on that data”.
People hear that phrase and eyes light up and heads bob in agreement. In meetings with the CMO/SVP, the phrase is carefully proffered as a goal about to be fulfilled, and the CMO/SVP solemnly nods and pats everyone on the back for having done a good job.
What utterly useless, well-intentioned bunk.
The 3Q 2015 Email Trends and Benchmark Report was released by Epsilon earlier this month. If you haven’t seen it, it’s worth taking a look at – reading it 3 things struck me.
Coupons are a good way to attract shoppers back to your website during the festive season and January sales. Coupons are known to drive loyalty, and consequently revenue.
As well as old‐style individual and mass coupons, you can use a lot of tricks to preferentially target loyal customers. For example:
I say automation, you think robotic, right?
No wonder. Experienced marketers and consumers alike receive corporate-heavy copy in their messages nowadays. Dry, humorless, stiff, computerized. Or the pendulum swings the other way with over-the-top witticisms and personality that tries too hard. Canned humor gets nowhere.
To strike a balance between robotic and over-friendly in your drip marketing campaigns is difficult, especially trying to let your usual brand voice have a weigh in, too. It isn’t impossible, though.
There are a few strategies that will help you craft conversational, concise copy that doesn’t sound like it came from a machine.
In a past Only Influencers article Automated Marketing: Drip vs. Nurture, the author argues that there are drip campaigns and there are nurture campaigns.
I wouldn’t necessarily argue that point, but I would take a different perspective.
There are a lot of opinions flying around about drip marketing campaigns. Some people love it, some people hate it, and some people don’t know how to use it well.