Results for 2013
- Rethinking Retargeting With Consumer "Clusters"
- Over the past six months, Provide Commerce -- the e-commerce company behind ProFlowers, Red Envelope, and other consumer-facing brands -- has been testing a new targeting strategy that breaks consumers down into distinct categories, including flower giver, food giver, and merchandise giver. It's about targeting ads based on "clusters of consumers who think about gifting in different ways," Dan LeBlanc, VP of Customer Intelligence & Relationship Management at Provide told attendees of OMMA's Email Insider Summit on Thursday. Some people, LeBlanc and his team have found, obsess over user ratings, while others stick to trusted brands -- a critical distinction ...» 0 Comments
- Stars -- and email data -- don't always align
Speaking at the Email Insider Summit, Brad Nash, marketing director of email & life cycle for GameStop, cautioned attendees not to get “too bogged down in finding the exact answer”, especially when it comes to creating loyalty programs.
“Too many people spend to much time trying to get their numbers to align,” he said. Data should be used directionally. He says sometimes data yield results that are off 3% to 8%. But that’s okay.
Though there can be pressures from a finance team or chief financial officers, Nash believes people should focus on building ...» 0 Comments
- Gamestop Uses Data to Create a Personal Experience for Loyal Members
- For Gamestop email subscribers, the more a customer buys and the more information they share about themselves, the more emails they will receive. The company looks at member data, which is combined with transaction data, which is then combined with web analytics and device type. The company sends highly targeted emails based on purchases. For instance, if a consumer is a PlayStation buyer, they will place relevant content based on this knowledge and not show games that don't apply. If they have preordered a game in advance, they may get an upsell in a subsequent email. Gamestop's marketing director Brad ...» 0 Comments
- Email Insiders From Bissell, Shubert Ticketing & Daily Worth Share Personalization Tips
- Jennifer Tattenbaum, interactive services director at Shubert Ticketing, said that her company does a lot of segmentation based on an event they are going to attend. They do a series leading up to the event to help promote sales for restaurants and parking, and then a follow up email after the event reminding them to share their experience with their friends.» 0 Comments
- Preheaders Are Becoming More Important as Mobile Takes Off
- Preheaders in email are important for Bissell Homecare. Alysson Reagan, eCommerce Programs Manager, Bissell Homecare, said that as consumers are viewing emails more and more emails on mobile, preheaters are becoming even more important. The company also works to make sure that the subject line coincides with the preheader.» 0 Comments
- Facebook Connect No Email Substitute
- As useful as Facebook Connect can be to publishers and various other platforms, it's still no substitute (as an authentication tool) for email. George DiGuido, Head of Email Marketing at Airbnb, tells the story of a "genius developer" who saw fit to drop email in place of FB Connect. The problem was that, particularly abroad, far fewer consumers have Facebook (or are willing to connect to sites with it) than email. In no time, "User adoption rates decreased about 25%," DiGuido told attendees of OMMA's Email Insider Summit on Thursday morning. It was a "real horror story." That said, used ...» 0 Comments
- Airbnb Learns Its Facebook Connect Lesson
- Airbnb learned the hard way that email is still important for login. One of the company's product leads removed email login and only allowing Facebook Connect and their user acquisition rates dropped significantly. It was a bad move particularly in Asian countries where Facebook is not active. However, used alongside email, Facebook connect is very effective. "It gives us a lot more insight into our user base and help us use that in our marketing base," George DiGuido, Head of Email Marketing at Airbnb."For those who do convert, we tend to see a higher engagement."» 0 Comments
- Tena Clark Talking Authenticity
- Kicking off OMMA's Email Insider Summit with a big message, music industry legend Tena Clark is preaching the virtues authenticity. "If you're not being authentic, [audiences] know it," said Clark, who -- having written and produced hits for Patti LaBelle, LeAnn Rimes, and Aretha Franklin -- knows a thing or two about authenticity.... and branding. In fact, Clark spent the early part of her career in the production house of Leo Burnett. Realigning with Madison Ave., Clark founded DMI Music & Media Solutions in 1997 to, as she puts it, preach the importance of sound as a branding element. The ...» 0 Comments
- Telling A "Glasshole" From A "Glasswipe"
- Are you a "Glasshole" or a "Glasswipe?" Respectively, that's what people are now calling the first Google Glass users and Google Glass haters. Per this charming new parlance, Rob Garner, Chief Strategy Officer at Advice Interactive Group, is a huge Glasshole. Sure to change search in the most fundamental ways, Glass "is the most functional piece of headgear ever created," Garner stressed, while showing off the new technology on a panel at OMMA's Search Insider Summit on Wednesday. Addressing the more vocal Glasswipes in attendance, Garner said: "There are a lot of misconceptions about Glass." In fact, "People think it ...» 0 Comments
- Forget Measurement Without Actionable Data!
- Stop investing in measurement for measurement's sake! The data experts couldn't stress this point enough at OMMA's Search Insider Summit on Wednesday. The point of measurement is actionable insights, and if you're not getting those then stop what you're doing (!), said David Wiener, Director of Product & Platform Strategy at BlueKai. The name of the game is "measurement for activation," he said. Yet, that doesn't mean that marketers can ignore the bigger picture, said James Mathewson, Senior Digital Strategist for Search and Content Strategy at IBM. "Campaigns stand and fall based on the whole ecosystem," he stressed, so it's ...» 0 Comments