Today's consumers, especially Millennials, are more discerning than ever and demand to have experiences that put them first. As the first generation that doesn't really remember a time of true privacy, Millennials are also much less reserved about giving information digitally than previous generations.
Home repair and marketing automation are contextually similar. They are both jobs that require continual maintenance. The highs are short-lived and the lows are never forgotten. Yet, there are an endless set of options (tools or contractors)for how to accomplish the job depending your budget, level of risk tolerance and patience.
I've been wondering why some email marketers get things done -- solve major problems, launch creative initiatives, win praise and awards and rack up major revenue for their companies -- and others don't. It's easy to blame outside forces for failing to launch. But I've seen marketers in one-person departments with minuscule budgets overcome these challenges because they take responsibility for their own successes.
Marketers have long been wary of the "creep" factor when it comes to relevance. Now privacy concerns threaten to make relevance even more difficult to do well. Below are four things marketers can - and should - be doing to improve trust and pave the way for relevance and personalization.
Strategy execution is a serious challenge in business, regardless of the functional area. You can put visionary goals into place, but then those strategies are often difficult or impossible to implement. In email marketing, I'd argue that the problem is the opposite. Execution happens without being informed by strategy. Sure, marketers set revenue goals and line up tactics to try to achieve those goals, but that approach is too narrow. Marketers will never find new opportunities for putting consumers first and delivering longer-term value if they don't make the time (and business case) for strategy.
You create a great email program,optimizing creative, timing and targeting. The recipient finds it interesting and clicks through to the Web site. Touchdown! Or is it?
Which subject lines persuade people to open and act on email? Everybody has a pet theory, but now we are beginning to apply data and science instead of instinct and guesswork to find the answers.
My limited schedule means I don't get a lot of time for television watching. I do, however, always prioritize the latest episode of CNBC's show "The Profit." Each episode of this reality show centers on a struggling small business and "The Profit" - Marcus Lemonis - who agrees to invest in and save the business. The catch is that the business must allow for Lemonis to be "100% in charge" and make drastic changes that will ultimately save the business. The businesses that give him full authority to do his best work often go on to be tremendously successful. How ...
Left-handed people are often touted for their creativity-from musicians like David Bowie to inventors like Leonardo da Vinci. Since National Left Handers' Day is celebrated annually on Aug. 13, I thought it was a good time to apply lessons learned from some famous lefties to email marketing strategies.
Mobile devices are complicating our usual understanding of email metrics. Just as marketers newer to email have grasped the nuances of deliverability, inbox placement, the differences between click-through and click-to-open rates and unique versus gross clicks and opens, along comes mobile with its own measurement challenges.