Tips for Transactional Emails
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Transactional emails have long been seen as a lost opportunity for marketers. In the past, when sales confirmations and customer service responses were automated messages triggered by a Web server or database, there was little time or ability to personalize. That's changing, however, and marketers that previously struggled with this type of program may want to revisit their strategy.
Your Email Program: Time for A Tune-Up -- Or A Blow-Up?
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You never know where inspiration is going to strike and make you change the way you do things. For me, it was this quote, tweeted (and retweeted extensively) by Zappos CEO Tony Hsieh: "As you grow older, you'll find that the only things you regret are the things you didn't do."
Zachary Scott seduced Joan Crawford with that line in the classic film "Mildred Pierce," but it also applies to the way you run your email-marketing program.
CEOs Love Pie: The B2B Social Media Case Study, Part 2
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My previous post described the social media adoption gap that our B2B marketer survey identified, and it noted that social media curmudgeons among the B2B C-suite were largely to blame for it. I then promised a 3-part guide for building a B2B business case to win over those C-suites, but then only managed to deliver one of the lessons, which involved widening your CEO’s perception of what constitutes social media.
Conversations that Aren’t about Mel Gibson: the B2B Social Media Case Study, Part 1
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A couple of months ago, White Horse released the results of a survey comparing adoption of social media marketing by B2B companies vs. B2C, looking at issues of staffing, management buy-in, and the use of specific tactics.
How Do I Combine Activity Data with Preference Data for Even More-Relevant Email Campaigns?
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The data you collect on your customers and prospects from your preference center is a great place to start to make your cross-channel communications more relevant, but you can do even better. By enhancing preference center data with behavioral data—information you can gather about your customers based on actions they take (or don't) on your website or within email communications—your programs will be even more successful.
Using Email Marketing to Boost Social Presence
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A majority of email marketers are now making efforts to integrate social media into their campaigns. An April 2010 survey by interactive and email marketing agency eROI found that two-thirds of US marketers were doing so, and June 2010 research put the number who had integrated social and email, or planned to this year, at 71% worldwide.
But the vast majority are still focusing on the basics rather than more sophisticated techniques for integration.
A 3-Month Plan for Adding Social to Your Marketing Mix
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Social media is now the norm. Everywhere we turn, a high-ranking businessperson, blog, or magazine is pressuring us to replace traditional, "outdated" marketing methods with cutting-edge social media techniques. And without question, there is a lot to be said for social media's brief yet transformative history. But if you're like most marketers, you likely use some combination of search, display, and email marketing. These media have fueled your business with sales and leads for years.
Marketers Finally Turn Toward Metrics
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One-third of U.S. companies plan to maintain or increase marketing budgets in the 2010-2011 fiscal year, and a higher percentage will set up guidelines and metrics to prove accountability, according to a study released Wednesday.
Coping with the Email Marketing Future: Principles + Practicalities
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I’m terrified.
And I’ve been terrified for 12 years, ever since I built my first website and sent my first marketing email.
Why?
Because out there on the Interweb are a heap of people working away to develop new tools and technologies and applications and algorithms and channels and content and devices and designs and software and sites and things we’ve never heard of yet.
Match Your Blog’s Metrics to Its Goals
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One of the biggest issues companies continue to have about blogging (and social media in general) is: “How do we tell if it’s working?’
3 Ways B2B Marketing Professionals Can Adapt to the Real-Time Web
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It’s no secret that modern B2B marketing is all about the web. B2B marketing is actively being shaped by the power of the Internet as a resource and researching tool for prospects and buyers alike.
Add another layer of change when you consider the ability to share information in real time, and modern marketing can get complex quickly. In this ever-changing environment, sometimes it feels difficult to stay ahead of the game—but it’s vital. To accomplish this, it’s pertinent you stay adaptable.
Retailers: How Good Are Your Holiday Plans?
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As holiday 2009 raced to the finish line, I blogged about the disappointing lack of relevance in emails during what is arguably the most important time of the year for many retailers ("Does Holiday Relevance = 40% Off and a Five-Star Review?").
We're all about to take our last deep breath before rushing into the fray for holiday 2010. So now is a good time to ask: how good are your holiday plans? Here are three tactics it's not too late to consider.
Corporate Social Media: Think Outside Your Own Discipline and Integrate Your Tactics
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Ambal Balakrishnan from ClickDocuments looks with Dave Fleet of Thornley Fallis Communications, at the fact that social media goes corporate and asked Dave to share some thoughts and tips.
Businesses have started integrating social media into their marketing efforts. However do not just social media for the sake of doing social media.
Introducing the Ultra Managed Inbox
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Caught up in our own inbox placement tracking, marketers often forget that mailbox providers like Yahoo and Hotmail are also competing for subscriber attention and loyalty. Retention for them equals active users of the email service - and lower abandonment of inboxes due to clutter and excessive spam.
Five Ways Not To Squander The Subject Line
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As noted in recent Email Insider posts, emails are most likely to get opened not only when they are personalized, but also relevant to the recipient. This is especially true for the subject line. A mere 50 characters (the length of a typical subject line) are all you have to grab the attention of readers, enticing them not only to open your email, but to take the desired action rather than report the email as spam. For consideration, we share the top five insights for writing subject lines that are not squandered, but rather ensure campaigns are destined for success.
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