We put a lot of focus on the click in the email conversion funnel - and for good reason. When a click takes place, it means the email has done its job to compel the consumer to transition from the email to your Web site. From there, the site does the work to help drive the actual conversion. By narrowly focusing on this process, though, email marketers have largely overlooked what a click can do.
The mantra of direct marketers is "Test, Test, Test." Yet even good marketers sometimes skip testing and give in to the pressure to just get the email out the door. Tests can be hard to set up, especially ones that focus on the two biggest results-drivers: list and offer. But there are gains to be had from easy (well, easier) creative tests. Here are five easy A/B tests to run while you are pulling together the tougher ones.
In my previous Email Insider, I explored how brands are using email to stake out positions on current events and reiterate their political, social and cultural values. These can be effective ways to build more connections with your readers, but they can be risky, too. Here are things to think about before you follow suit:
We are all connected - whether connected means you have panic attacks if you leave home without your mobile phone, or you feel empty sitting on the couch without your iPad within arm's reach. We are entering an age when knowing who your customers are and their activities is not enough to succeed. It's no longer sufficient to know which devices they use and simply call it a day. Even knowing where they use their devices is not enough to deliver truly relevant customer experiences. All of these data points must now be combined through event data and points-in-time references ...
Email is increasingly being used by brands to position a point of view in support or protest of a specific viewpoint or cause. In today's white-hot global political and social climate, it's important that messages are crafted very carefully.
One of the tools that has become more popular with product management teams over the last few years is the Jobs to be Done framework (JTBD). Leading companies ask themselves what job the client is hiring their product or service to do. For example, I am hiring Google Docs as a platform on which to write this column, while my younger son hires a skateboard to get him to school in the mornings. By mapping the JTBD into a series of discrete steps (called "job mapping"), a company can determine opportunities to improve on current products or services used by ...
Marketers are taught to test and learn so they can keep getting better results. Why then, are we all still testing subject lines? While these are the easiest tests to set up and run, they also have the smallest potential to drive better results.
Email marketers that put data to action by leveraging technology and automation realize a sizable profit. Many of them listen to customer behaviors and already have several programs running, such as an abandoned cart program, a welcome program, etc. However, when tasked to come up with new programs outside of a standard vertical blueprint, they tend to fall short. These types of programs take time and planning on top of an already intensive daily schedule, so no wonder that the creative juices stop flowing. Fear not, though. Here are six programs that could provide incremental revenue and build satisfaction among ...
Imagine a world with no spell check -- then suddenly hearing someone say that there were tools available to autocorrect all your spelling in any language on the fly. "Blasphemy!" people might cry, until they tried it. Marketers today might think the same thing if you tell them that machine learning can improve their email campaigns.
The commercial message is becoming a popular medium for dissent, or at least it seems that way in the early days of Donald Trump's presidency. More brands are using email marketing to deliver or amplify their cause and views.