After a consumer opts into receiving your emails, I assume they’ll be somewhat active. During the initial weeks they’ll open, click, browse your website, and maybe even convert. However, it probably won’t take long for them to lose interest. They’ll delete without pause or filter into a subfolder for a rainy day. They may come back briefly when a compelling event motivates them to find your most recent offer or a reactivation campaign lures them in once again, but the pattern will repeat itself. They’ll get bored and disengage all over again.
LiveIntent works with 450 brands and 750 publishers to deliver marketing to 92MM people, not pixels, every month. This week, we announced a partnership with Salesforce Active Audiences.
Last week, organic grocery giant Whole Foods announced its plans to open a low-cost grocery chain targeted at the millennial market. The concept, according to CEO Walter Robb, will be “unlike anything that currently exists in the marketplace,” boasting “a modern, streamlined design, innovative technology and a curated section.” In the same week, McDonald’s—in an attempt to boost its falling popularity with the twenty-something set, revived its Hamburglar mascot complete with a head-to-toe hipster makeover. With two major players joining the race to capture (and retain) their share of the millennial market, media outlets and marketing professionals alike have called into question the efficacy of their tactics. Why the skepticism? All too often companies miss the mark when it comes to millennial marketing, due in large part to the mass confusion surrounding how to engage this elusive yet highly influential group.
It’s your first week as an email marketer.
Then you blink and a whole year has flown by. It happened to me, and it’s probably going to happen to you. After a year of email marketing, you certainly haven’t learned everything there is to know, but you do discover some pretty eye-opening lessons.
"To not have an email address is the digital equivalent of being homeless. Without an email address, you cannot shop online, bank online or engage with social media."
"Lately there’s been a lot of talk about the power struggles between the teams traditionally responsible for information technology and those responsible for marketing. Heidrick & Struggles sums up the collision of these two functions very well."
"Personalization is under attack. Not the act of personalizing messages to be more relevant and valuable – just the word itself. A recent Buzzfeed article reports that brands like Walmart, Macys and Gap are eschewing the term "personalization" in favor of "relevancy." Why? There are a couple of reasons. First, with the amount of contextually relevant data now available to marketers, the term personalization seems dated, limited and even "invasive and robotic," according to the article. Second, brands are very aware of not crossing the line between relevant and creepy. "
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.
"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.
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.
"Email. It’s “antiquated,” always on the verge of dying and if you ask what the internet thinks of email marketing you will find that 74.9% find it negative. Yet 66% of B2C marketing professionals still maintain that email is the most effective channel to reach and engage customers. Our job as email marketers is to continually drive engagement and grow this high ROI channel. This Valentine’s Day let’s get back to the basics and take a look at nine great best practices we can follow to fall in love with email again."
When looking to China, and in excess of a half billion consumer mailboxes , it is no surprise email marketers will identify substantial opportunity, this should be balanced with the understanding the landscape is very different to anywhere else in the world. It is certainly not a simple matter of transferring your experience gained in North America, Europe or even Asia-Pacific and applying that to the mainland Chinese market.
Marketing in China offers several opportunities. The overall market huge and wealth is on the rise – two factors that are especially attractive to international companies. That said, marketing in China can differ significantly from marketing in the U.S. as well as many other Western countries. Email marketing, in particular, offers specific challenges not common in the rest of the world.
MailChimp analyzed over 395 million emails during a 6-month period to examine how a user’s preferred device affects email engagement, investigate the impact of responsive design, and find out if testing your emails can increase click rates. Courtesy of Litmus.
Vendors that focus on the acquisition of email addresses have been shamed for too long. Admittedly, the email acquisition space is rife with vendors of ill repute, and plenty of people have lined their pockets with the money of marketers hoping for a quick way to grow their prospect databases. This does not mean, however, that ALL acquisition vendors or all email acquisition practices are bad!
It’s holiday email season! Right about now is when I start having a hard time managing my personal email – there are quite a few brands in my inbox and while I really do want email from the companies I enjoy, the volume is at times unmanageable and causes me frustration. I know my family and friends feel the same way. How can marketers make sure they are maintaining their brand reputation and inbox placement, while at the same time sending what’s needed to help companies reach their holiday goals? Here are some reminders on how to send smart email and maintain a good sending reputation that will carry you into the New Year.
There may come a time in your career as an email marketer where you’ll be presented with a (legitimate) list that you need to integrate into your database; for example, your company could make an acquisition or you could be taking over marketing activities from another business unit. FierceMarkets has had a flurry of these kind of activities in the last 18 months, and we’ve developed a plan that has been successful so far. I’ll share the main points here to help with any integrations you may face.