In the last few years, omnichannel personalization has been a major priority for marketers in the retail world and beyond. However, implementing […]
If you’re considering implementing a personalization system in your marketing organization or expanding upon your existing infrastructure, you should know your options. Just as one-size-fits all marketing doesn’t adequately address the needs of individual customers, a one-size-fits all approach to personalization isn’t optimal for marketers. In this article, we lay out the major approaches and offer some advice for selecting the right one for you.
Email marketing workflows that are used in various marketing solutions like HubSpot or Salesforce Marketing Cloud (formerly known as ExactTarget) are often confused with customer journeys. However, workflows and customer journeys are not the same thing. As will be shown below, workflows and customer journeys share a similar relationship to that of landscapes and maps. The former exists whether or not you map it, while the latter seeks to describe the former. Appreciating this distinction is useful for marketers who want to engage customers in ways that are more in tune with their preferences.
Despite the rise of personalization and automation, most marketers still rely on manual methods (like unwieldy Excel spreadsheets) to develop and manage […]
By Katie Doyle, Co-Founder at Brass Katie Doyle is a Co-Founder of Brass, a client of ours. Katie recently took part in […]
By Jennifer Heim, Retention Marketing Manager at Silver Star Brands (formerly Miles Kimball) This article was written by Jennifer Heim, Retention Marketing Manager […]
Every transactional email list has them. The subscribers who don’t open, don’t click and don’t buy. When your job is to get […]
Segmentation has been shown to increase email marketing KPIs. But does it actually? Or rather, does segmentation simply remove those people who […]
How do you establish a rapport with somebody you don’t know? This is the challenge marketers face when onboarding new subscribers. Below, […]
Although retailers attract tons of customers over the holidays, they often don’t do so well to retain and engage these customers into the new year. Much of this can be explained by the peculiar way shoppers behave at this time of year and how retailers react to such behavior.
During the holidays, people tend to buy gifts for other people rather than make purchases for themselves. What they buy during this period, therefore, doesn’t reflect their behavior during the rest of the year. If retailers want to resonate with customers year round, they must put holiday shopping into the context of customers’ year round behavior.
Everybody loves a deal, which is part of the reason why email marketers offer them so often. And discounts can indeed boost key metrics, at least in the short term. An Experian study, for instance, found that email campaigns that offered coupons had a 14% higher unique open rate, 34% higher unique click rate and produced a 27% lift. Moreover, as a marketer, your performance is often being judged according to these metrics. It’s not hard then to see why many turn to discounts.
How do you establish and grow durable relationships with your customers? Over the last few years, many brands — especially in the hypercompetitive world of e-commerce — have sought to answer this question through free, value-added content. This has been effective, but such methods are limited by the extent to which brands know their audience. Fortunately for marketers, new technologies are now emerging that enable one to know their audience on a much more personal and actionable level than was previously possible.