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.
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.
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.
“The most important work in the vocabulary of advertising is TEST. Never stop testing and your advertising will never stop improving.”
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.
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:
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.
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.
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.
“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
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.
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.
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:
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.
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.
The just-concluded Presidential election was – in a word – interesting.
As a marketer, it was fascinating watching two diametrically opposed candidates take each other on. This was not a test where one candidate was just slightly different than the other – it was a case where the candidates could not have been more opposite.
While you may not be thrilled with the results, there were three key things that all marketers - and especially email marketers - can take away from the drama to make each and every one of their programs be more successful.
Digital marketing leaders continue to promise consumers a true 1:1 personalized interaction. We have all said it, preached it, and many of us have it tattooed somewhere. Right Message. Right Time. Oh, Right Channel. Recently. Right Person.
Simple: load up the data, drag and drop, press magic button, personalization.