I heard someone say customers tire of emails when retailers send three, four or five times a week. And she encouraged retailers to send SMS messages instead. While I agree that retailers should be using text messages to engage their shoppers, it by no means should replace your daily email deployments. The two channels have different objectives. They need to work together and support each other, not compete against each other.
I also agree, however, that some customers will tire of daily email messages if the only messages you’re sending are batch and blast. Hopefully that isn’t the case anymore. To send daily, you must send personalized and contextually relevant messages that are aligned with the customer journey.
Sending daily doesn’t mean that you have to send every email every day to every subscriber. It means that you are continuously engaging different segments of your customers to influence them and help them make the right purchase decision. Segmentation today is much more than just sending to a particular demographic – you should segment your list based on engagement level, browse and purchase history and on combinations, such as customers who have opened and clicked on a specific product but haven’t purchased yet. You can learn more about Advanced Retail Segmentation here.
Your most active and loyal customers will appreciate a daily message while customers who only open an email occasionally won’t. Typically, subscribers fall into four categories: new, active, lapsed and inactive. Your new and active subscribers are the ones who are most engaged and the goals of your messages should be to get them back to your site to complete a transaction. Your lapsed subscribers are the ones who used to be active but haven’t opened a message in over a month and your inactive subscribers are ones who haven’t opened in a much longer time frame – 3 months, 6 months, a year. Your goal with these subscribers is simply to move them back into the active category by engaging them enough to get them to open a message. Daily messages will work for the new and active segments but not for the lapsed and inactive segments. If you haven’t started segmenting your list yet, this is the best place to start.
For more tips on aligning your mobile and email channels with the customer journey, read our article “Aligning Email with the Omnichannel Customer Journey”.
Listrak Clients Talk Personalization in Multichannel Merchant Executive Summary
Wednesday, June 17, 2015
Wednesday, June 17, 2015 Listrak 0 Comments
2 Months Later: Do We Really Know What Mobilegeddon Means?
Monday, June 15, 2015
Monday, June 15, 2015 Listrak 0 Comments
Listrak’s Digital Marketing Manager Matt Vollmer recently shared his observations:
It has been nearly two months since Google rolled out their latest algorithm update, unofficially dubbed Mobilegeddon. We all know this update, which was considered to be “bigger” than Panda and Penguin, was designed and deployed to benefit users with a more rewarding mobile experience.
Like most things in Search, the devil is in the details and few people actually understand the fundamentals of how this update works or what it means for their brand’s web presence. There is an endless supply of content on this subject; however, deciphering what is accurate can be a nearly impossible challenge, especially for those who are required to wear many hats day-to-day.
If you ask any Marketing Manager what they think “Mobilegeddon” means, chances are you will hear something like, “Responsive websites will be ranked higher than their non-responsive competitors.”
When taken at face value, this response might seem like a good one. But here are two small details that make a very big difference:
- This algorithm update is applied at the page-level, not site-level.This means that if a retailer’s website is comprised of 20,000 pages, but only 15,000 of those pages are mobile friendly, then only those 15,000 pages could benefit from the new update.
- The new algorithm will only affect search queries on mobile devices.This detail is one of the most important and overlooked pieces of the update. Search results that are returned on desktop or tablet devices will not be influenced by the new algorithm.
Internet Retailer: Are You Still Marketing Like it’s 1999?
Tuesday, June 09, 2015
Tuesday, June 09, 2015 Listrak 1 Comments
Recently Listrak Chief Brand Strategist Ryan Hofmann shared with Internet Retailer why the email address is more valuable than ever.
While Listrak executive Ryan Hofmann is still using the same Hotmail account he created in 1999, he argues that a consumer’s email address is much more valuable today, serving as a unique identifier across many sales channels.
I have a confession to make: I still use the same email address I created for free on Hotmail in 1999. And while the reality is a lot has changed in 16 years, the one thing that has not is that email continues to deliver the highest ROI of all online marketing channels, and has therefore consistently been dubbed the workhorse of digital marketing tactics. In fact, the time-tested email marketing channel is anything but a ho-hum oldie-but-goodie, but rather the key to unlocking the true potential of omnichannel retail and cross-channel marketing as we head into future.
Across the retail industry, the average email open rate is somewhere around 20%, meaning more than 80% of recipients of any given email campaign are unresponsive. This represents a huge opportunity for digital marketers to reach their customers with the right message and in the right channel. As retailers attempt to transform their businesses, their needs have grown from tried-and-true promotional email campaigns and triggered messaging to more robust digital marketing automation that allows them to reach customers outside of the inbox with mobile alerts, social media integrations and relationship targeting display ads that engage them with orchestrated messages that are highly targeted, personalized and relevant.
While this complicated customer journey of email, mobile, social, display and web means that marketers have to do more to engage and reach their customers, the great news is that they most likely already have the key data point that enables the most effective omnichannel marketing: the email address.
Email marketing is the foundational, digital relationship marketing channel that retailers rely on to drive shopper engagement, conversion and loyalty, but we are beginning to see a faster adoption of other direct digital marketing channels like SMS, push, relationship retargeting via display and social, and tighter integrations with the store through behavioral listening technologies like beacons. The email address is and will continue to be the critical link that ties all of this customer data together and enables a seamless and continuous conversation as customers move from one interaction to the next.
The email address is now more valuable than ever, allowing marketers to be able to take what was once a singular channel strategy and extend their reach via the email address into these other digital direct channels to target and engage even more customers with the right message at the right time in the right channel to create a richer, more personalized shopping experience.
With this capability at their fingertips, marketers need to take command of all customer data and use it to send the next best communication to each customer based on his or her most recent transactions and behavioral interactions. Data coming from in-store, point-of-sale transactions, online transactions, loyalty programs, website and mobile app behavior, even calls to customer service, are all behaviors that can and should be used to make a decision in real time as to what to send to the customer next.
Today, marketing is all about creating personalized experiences, about creating relationships and engaging shoppers with messaging that easily guides them through their path to purchase. It is about building awareness with your target audience, acquiring and nurturing new customers, driving loyalty and repeat customers, and reactivating high value, inactive customers. Take the experiences and customer touch points that you have mapped out in your email marketing program and extend them to these additional digital direct channels of mobile, social, display, and web, and even into brick-and-mortar store, and see the returns that personalized marketing orchestration can deliver.
The deceivingly simple email address is the critical link that can make it all possible.
- Amazon Prime Day
- Browse Abandonment
- Client Success
- content marketing
- Content Strategy
- Cross-Channel Shopping
- Customer Engagement
- Display Ads
- Dynamic Content
- email design
- in-store shopping
- iOS 10
- lifetime value
- Listrak new building
- Post Purchase
- preheaders subject lines
- press release
- product recommendations
- Shopping Cart Abandonment
- Social Advertising
- Target Audience
- Triggered Messages
- Welcome Series
Subscribe via RSS
- ► 2016 (56)
- ▼ June (6)
- ► 2014 (58)