Posts Tagged ‘email marketing’
Thursday, July 26th, 2012
How are the Presidential campaigns using email and what can marketers learn from their tactics?
Silverpop, a digital marketing provider, says the results of a study comparing the email marketing tactics of President Barack Obama and Republican Presidential candidate Mitt Romney, based on emails received during a three-month period ending July 5, examines how the candidates are using email marketing to engage their supporters.
According to Silverpop’s research, the candidates are neck and neck in terms of email frequency and donation requests. Each campaign sent 47 donation requests during the review period, with donation requests included in 76 percent of Romney’s emails and 68 percent of Obama’s.
When it came to other areas, there were noticeable differences. Other highlights from the analysis included:
- Obama used first-name personalization much more frequently than Romney, greeting recipients by their first names 98 percent of the time (as compared to only 8.5 percent for Romney).
- Romney, however, did use Obama’s name in his emails nearly half of the time, while Obama only referred to his competitor by name in one of every four emails.
- When it came to responding to the healthcare decision, Romney responded more quickly and more blatantly used the situation as a fundraising opportunity.
- Each candidate used multiple “from names” in an effort to have his emails stand out in the inbox. In each case, the majority of emails (57 percent) were sent from a campaign staffer.
Lessons for marketers
“Email is an incredibly powerful marketing tool that clearly stands out in its ability to deliver timely, personal, and relevant messaging that can be directly linked to a specific call to action,” said Loren McDonald, Silverpop’s vice president of industry relations.
“It wasn’t surprising to see both candidates using the channel in similar ways. As Election Day approaches, we would expect to see an increase in frequency and, if they are paying attention to best practices, also an increase in integration with social media campaigns and in the level of segmentation and targeting to different audiences based on specifics such as engagement levels and geographic locations.”
Tuesday, April 10th, 2012
StreamSend, a leading email marketing service providerand creator of the social marketing tool suiteStreamSend Share, says email marketers can win and keep new consumers via lifecycle marketing.
“Lifecycle email marketing, particularly when powered with social marketing, consistently shows far greater results than messages that are irrelevant to recipients’ interests and relationship with your business,” said Dan Forootan, president of StreamSend Email Marketing.
“The key is to recognize customers’ lifecycle categories, then act on that information with targeted messages that are valued and shared. Here are eight important steps towards creating those kinds of one-to-one messages and building strong, profitable customer relationships.”
1. Divide and Conquer
Segment your audience according to their status: Prospects, Engaged and Inactive. Three very different groups requiring very different approaches.
2. Set Goals by Group
Each of the categories deserves its own goals, respecting recipients’ interests and aligning with marketers expectations. This is where it starts to feel like one-on-one communication.
3. Prospect by the Numbers, 1:1
Prospects have shown interest and supplied an email address, but not yet engaged with a business. The first step here is to make an introduction – a welcoming one that explains how you obtained their information – then build credibility by showing customer success, while supplying an incentive to make that first purchase and start the relationship
4. Rules of Engagement
Engaged customers can be sub-divided according to new or established customers. Newer ones should be nurtured to handle questions, supply contact information and the guidance necessary to develop the relationship. Messages to the established customer can range from newsletters, company updates and targeted promotions. This group is also more likely to share your message socially.
5. Get Active
Inactive customers are inevitable, despite the most nurturing relationship. But they don’t have to be lost and messages that leverage existing information about their interests can be effective. After acknowledging their absence, businesses can send surveys to look for reasons, and offer incentives that offer benefits and savings to get them active again.
6. The Lifecycle Triangle
Lifecycle marketing is based on the three corners of the lifecycle triangle: offering the right message to the right audience at the right time. Email auto-responders based on segmented lists let businesses leverage the customer information they have compiled to complete the triangle.
7. The Message that Keeps on Sharing
Inside the email, responses to widgets and offers let business create new, segmented lists with up-to-date, increasingly relevant information. Sharing can include favorable blog mentions, product reviews, getting involved in promotions – but the big payoff is when audience members start sharing your well-targeted messages with their network of friends and peers.
8. Go Viral
No matter which customer corner of the lifecycle triangle is being targeted, the Share option needs to stand out, loud and clear.
Prospects, excited at the offers to bring them into the customer fold, may want to pass on those benefits to friends.
Engaged customers are often ready to endorse the business sender and want to share the high quality and trusted value that relationship represents to them.
Inactive customers, reminded and impressed by the commitment to bring them back, can want to share the rewards as they renew this relationship. And as these customers send the message viral, an unlimited number of fresh leads enter the picture, and the lifecycle triangle.
Thursday, March 15th, 2012
Joel Ludenfeld, director of global brand strategy for Twitter, is among the more than 75 speakers at the upcoming Digital Summit in Atlanta
Only one day remains to grab the early bird rate at TechMedia’s Digital Summit 2012, slated for May 9-10 at the Cobb Galleria Centre in Atlanta. This year’s event features speakers from Twitter, Mashable, Klout, Pandora, The Onion, Huffington Post, StumbleUpon, and Google, among many others.
The Digital Summit is offering an Early Bird rate until tomorrow, March 16.
More than 50 expert panels and presentations by more than 75 thought leaders will cover topics such as Customer Engagement, SEO, Analytics, Usability & Design, Paid Search, Email Marketing, Ecommerce, Online Video, Facebook & Twitter Marketing and many more.
This year you can also sign up for a pre-conference event that offers a dozen more sessions covering social media from fundamentals to advanced features and usability & design. The 5-hour long workshops are designed to provide take-aways you can put to work as soon as you get back to your office.
TechMedia events sell-out, so it’s always a good idea to register early. Do so by March 16 and get the Early Bird rate of $245.
From March 17 to April 13, registration will be $295, and after April 14 rises to $345.
Friday, February 10th, 2012
If you want people to respond to your email, use words such as “Apply,” “Opportunity,” and “Connect.” But avoid “Confirm,” “Join,” “Press” and “Invite,” among others. So says Baydin, which makes the email plugin Boomerang.
Baydin gathered data from five million emails and discovered which subject lines got the most responses and which did not.
It also found that sending email early – before work at around 6 a.m., worked best.
But getting past the user delete button can be tough. The average email user gets 147 emails a day (we get several hundred) and deletes 71 in under 5 minutes while spending 2.5 hours a day mostly on about 12 of them.
Here’s an infographic the company created on its findings:
Monday, August 29th, 2011
Streamsend, a California-based email marketing service provider, says there are 10 key steps small businesses should take to power email campaigns with social applications like Facebook, reaching whole new audiences and attracting more prospects with increasingly targeted messages.
“Actually, it is very simple – social marketing is a powerful way to build your prospect list, effectively sharing your message with offers that attract,” reports Dan Forootan, president of StreamSend Email Marketing. “And email marketing is unsurpassed for invaluable measurement on what content is working, and how well. Combine the power of these two media and you get unprecedented reach, targeting and audience-building capabilities.
“Here are ten steps we help businesses take to maximize their email-social connection with new business prospects.”
1. Engage! – Social Marketing is a fabulous prospecting and customer engagement tool; build your audience with it by providing authentic content that adds value to their lives and businesses.
2. Get on the Right Track – Get enough of this valued information in front of the user so that you are “Liked” – then you know you’re on the right track and you’re halfway there. Conversely, don’t ignore lack of acceptance – re-tune your message and content until you’re back on track.
3. Spread the Wealth — Use email marketing newsletters to announce new Linked-In, Facebook or Twitter feeds, directing readers to your social networking site for sign-up.
4. Build a Free Facebook Fan Page – This public profile enables you to share your business and products with Facebook users. And don’t be shy: share that link with your all your audiences or other pages you might have.
5. Keep it Fresh — Use email plus social to add new items to your Fan page. When you can put your email marketing piece right on a Facebook tab you are giving a prospect a chance right there to tell you what they are looking for. Give them what they want and you are giving them a reason to come back.
6. Make the Affinity Connection – Search and “Like” all the related business fan pages you think might have common customers or who might become a customer.
7. Zero in on List Candidates — Post more custom Fan pages that have “opt-ins” to your list opportunities; contests or newsletters can accomplish this well.
8. Read your Stats – See who’s reading what in your communications and send auto-emails to your prospects based on what interests them the most.
9. Build your List – By getting your customers to both “like you” and get on your list, you are building a strong foundation for them to opt-in. Remember, social “likes” only go so far; over time your message will fall down your visitors’ newsfeeds so that you may not be seen.
10. Take the Next Step – Continually ask your social visitor to opt-in to your list, get a coupon, etc., so you can “take a next step” together – into a mutually profitable relationship.
Thursday, January 27th, 2011
ATLANTA – Retailers are recognizing the value of trigger-based cart abandonment email programs, according to a recent benchmark survey conducted by Silverpop, which sells a scalable, integrated email marketing and marketing automation platform. These low volume but high ROI emails often comprise less than 5 percent of a company’s total email volume, while delivering 25 to 40 percent or more of email revenue for retailers.
The survey showed that eighty-three percent of respondents will be distributing cart abandonment emails by the end of 2011 and nearly three-fourths will have implemented browse abandonment campaigns by the end of the year.
We hope that online merchants realize that cart abandonment on their sites is often related to a problem with the site or it’s checkout process. While the fact that a user got as far as putting items in a cart certainly suggests a readiness to buy, their abandonment of the car also suggests something likely discouraged them. Sending them an email without correcting the problem that originally stymied the user could also be counter-productive.
Still, it is not surprising that timely, relevant emails tied directly to consumer behavior deliver much higher metrics than broadcast emails. In fact 80 percent of survey respondents reported an open rate of 21 percent or higher for cart abandonment reminders while only 31 percent experienced similarly impressive results from their general broadcast emails.
High conversion impact
And even more impressive is the impact these programs have on conversion (and ultimately revenue), with 45 percent of survey responders reporting that their cart recovery emails yielded a conversion rate of 11 percent or higher— nearly four times that of their corresponding broadcast emails.
“Inboxes are crowded, the ‘noise’ is louder than ever, and generic batch-and-blast emails are becoming less effective at the message level,” said Loren McDonald, Silverpop’s vice president of industry relations. “Retailers that have employed recipient-driven messaging such as cart abandonment campaigns have seen excellent results– generating incremental boosts in revenue and customer loyalty with only a modest time investment.”
According to research conducted by the Massachusetts Institute of Technology, 90 percent of ecommerce leads go cold within one hour. So, despite retailers’ recognition of the effectiveness of cart-abandonment campaigns, the Silverpop survey also found some room for improvement in the areas of frequency and timing given the following findings:
- 83 percent of survey responders waited five or more hours to send the first recovery email
- 61 percent wait more than 24 hours to send the first cart recovery email
- 67 percent only send a single cart recovery email
The benchmark survey also indicated a high level of interest in other transaction-based messaging, such as post-purchase emails. Nearly three-quarters of survey respondents send a notification after a sale is completed, with service satisfaction surveys (50 percent) and product review requests (43 percent) popular examples. However, there is still room for growth in this area as well.
Only 2 percent are sending notifications that the review has posted—missing an additional opportunity to engage with the consumer, and possibly increase revenue even further.
“Relationships should never end after a purchase,” added McDonald. “Once a customer shows their loyalty to a brand, the brand should do everything in its power to show loyalty to its customer—whether by acknowledging recent actions or offering ‘happy birthday’ and ‘purchase anniversary’ emails.”
Click here to download the full survey.
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