Web Content Management: Content strategies, experiences, and tools that maximize your impact on the Web’s most valuable resource: Your audience.
Over the last year, I’ve had the opportunity to help build out an entirely new attrition program. An attrition program tries to get customers who have left your product or service to come back – and it goes by a different name in every organization I’ve ever worked with.
Did you know that sometimes your users will open email on a mobile device? I know, it was a shock to me too. But here we are in 2015, and after at least 5 “the year(s) of mobile email”, we’ve mostly got past the idea that we have to at least do something to consider this.
There’s plenty of stats and reasons why mobile is important – we won’t focus on those here (though, for the record, it’s around 55% opening on mobile for the average audience). However I have seen a bit of misinformation and confusion around mobile email design lately, so I thought it’d be useful to look at the three main approaches to improve the experience for mobile users.
Spoiler alert: the best approach is to adopt all three.
"In 2012, after 6 years in strategic planning at various digital agencies, I switched coasts (East to West) and became a client-side digital marketer. Lately, I have been reflecting on the transition - and what other consultants and strategists could take away from that perspective to make clients (like me) more successful."
"Perhaps you lost your job recently, or think you might. Maybe you can’t stand where you’re working and envision something better, greater than where you are. Or, like many, you realize “working for the man” isn’t all it’s cracked up to be. "
Ever since the final session at EEC 2015, it’s been a seismic few weeks for the email community when it comes to understanding deliverability from the perspective of the inbox providers. In that session, a seemingly innocuous question from yours truly turned what would have been a worthy, but predictable panel on deliverability featuring 4 major inbox providers (AOL, Comcast, Gmail and Outlook.com) into one of the most controversial and talked about panels in the history of the EEC.
Earlier this month I had the pleasure of joining many of my fellow Influencers in Miami at the Email Evolution Conference. Hosted annually by the Direct Marketing Association’s Email Experience Council (eec), the event kicks off the email conference year by bringing brands, advocates, vendors and thought leaders together under the south Florida sun to discuss, debate and share innovations and pressing issues central to email marketing.
"I am 6 months into my new job and new role as Marketing Director at WorkCompass, A B2B SaaS firm selling Performance management and appraisal software. I am the first marketing hire coming fast on the heels of the first sales hire Colm. So what’s the perfect pitch for our audience? I had no idea!"
“Words matter very much Ms. Barnes, you should care more about them given your profession.”- Francis Underwood (Kevin Spacey of House of Cards)
In the profession of digital marketing, our words matter very much. Words are the pinnacle point of persuasion that drive our consumers to either take an action or ignore our advances. Therefore, our pitches, or messages, warrant much more attention and affection than currently rewarded to them.
Starting a new position is usually a challenge, and when that new position is in email marketing, it can be even tougher.
I remember when I learned I was going to be responsible for email marketing for a new employer. My first reaction was “ok, what did I get into?” After the first bit of panic wore off, I developed a plan to educate myself and get immersed in the channel. Hopefully the tips below, which are based on how I learned the business, will help those who are new to this wonderful industry.
Email marketing sounds old school; outdated and uncool. Digital marketing is supposed to be about creating cutting edge campaigns that everyone talks about. Email probably isn't what you had in mind as your first digital job, but if you’re lucky enough to have scored that gig, chances are you won't want to leave it now. Your first week will be a whirlwind of learning about clients' campaigns and your company's methodologies.
We need to talk about how we measure success when it comes to mobile email. The email experience today is miles apart from the one ten years ago – there are mobile phones, tablets (is that a mobile device or not?), watches, laptops – yet on the most part we are still using the same success metrics.
This isn’t going to be an article about design tips or how to add “the responsive code”.
Quick: What’s one thing everyone reading this article has in common (other than this article?) We all have a smartphone. Furthermore, I’m fairly certain we’ve all used a smartphone today, either to check email or go on the Internet or both. You might even be reading this on a smartphone. Smartphones and mobile devices have become so prevalent that you can’t walk down the street or into a restaurant without seeing one in use.
We know this as consumers. We live it every day at work and at home, with our colleagues and our families. But are we acting on this knowledge as marketers?
It’s that time again…. I dread it each year. The hearts everywhere in every color, sequin and bobble, Cupid with his stinging arrows, the flowers – don’t get me started on the flowers! Every year since pretty much my tween’s, I’ve hated Valentine’s Day. Don’t get me wrong, the idea of it is lovely – Romance, love, and all that, it’s, well, a beautiful thing. But, I really don’t enjoy the constant barrage of pink and red love with every breath and every turn.
"The best tips I can give you this holiday season is to spur your creativity with example of past programs that did more than offered shopping experiences. Given it’s less than a month out, it’s still not too late to use your brand as the experience vs. selling products to augment the experience. Not everyone has a power brand like Tiffany’s. "