If you're a retail email marketer today, you undoubtedly understand what's happening in the space. It's getting more difficult and costly to acquire customers, and even harder to retain them through repeat purchases. Here are three threatening trends in retail today that should compel you to be more consumer-first in your email marketing efforts and grow your brand's customer lifetime value.
For years, catalogers and other "traditional" direct marketers have shared customer-level information to drive better ROI from their marketing investments. This sharing has largely been performed through several large cooperatives. Most major postal-direct marketers are a part of these cooperatives, because the gains from joining a cooperative are so large. There are similar gains available to email marketers if they share subscriber-level data with other marketers. Marketers have a wealth of data that-if shared-can drive better email programs for consumers.
Finding the right email frequency is one of the many issues that email marketers have to figure out in order to have a successful email program. What happens when they change their email cadence, such as emailing on more days of the week or emailing more than once a day at different times of the year?
A recent survey by Harris Poll on behalf of data science company Feedzai found that Americans have serious trust issues when it comes to their personal and financial data. One in five Americans would rather break a bone than deal with identify theft.
With the fireworks of Independence Day behind us in the U.S., it's time to focus on getting your email program ready for the back-to-school and holiday seasons, sure to be here before we know it. Here are four audits you need to focus on this month to ensure you aren't trapped in crisis mode when your busy season hits:
"I know dynamic marketing is the right direction, but do we have the systems in place to do this?" My client, a brand-side marketing executive, and I were talking about incorporating dynamic marketing into his overall direct-marketing strategy. Here's a list of critical systems across databases and analytics that you want to have operational before you commit to dynamic marketing.
Of course they aren't. If you're reading this column in email, you might have used the MediaPost Email Insider sender name and subject line words you saw in the inbox to decide to open the message instead of deleting it. But I'm wondering how well text-centric email designs serve today's consumers, whose attention spans have been going through a well-documented decline, and whether it's time to shift more of your email messaging from words to images.
Long gone are the days of concern that social media would be the ultimate demise of email. Not only has the emergence of newer social media platforms given people more ways to communicate, but it has also enhanced the power of email, and vice versa. Unfortunately, in many companies, the email and social teams work separately, thus neglecting the key ways the two channels can benefit each other. Here are five ways you can create a happy marriage between these two channels that were always destined to make the other better.
When you review the Web sites of email service providers, the most promoted email feature is frequently the ability to orchestrate customer journeys specific to the context of the subscriber. But do marketers actually invest in building customer journeys and other types of contextual marketing? In most cases, the answer is a resounding "no."
Today's children have it easy, yet not so easy. And the lessons that we as parents teach can also apply to marketing.