In business school, aspiring marketers are taught to focus on customer acquisition and customer retention, meaning loyalty. But without establishing trust, there is little chance of loyalty or repeat customers. Trust is the most overlooked—and possibly most important—factor when it comes to customer retention. Trust is not something to be gained from a single marketing technique or data point. Trust is earned! Trust between organizations or people comes from a relationship and it builds over time, with every interaction and touchpoint. Your goal is to become that trusted partner. You want your business to be more than just another vendor. What makes someone a trusted partner? A trusted partner is someone you can bounce ideas off, [...]
Building a solid subscriber list is hard. Keeping a subscriber engaged is even harder. No matter how hard we work to get people to sign up for our email lists, subscriber attrition and abandoned carts are an ongoing challenge for email marketers. Customers abandon email programs for a variety of reasons. They might experience a life or job change that makes a brand irrelevant. They might suffer from list fatigue. They might be over-subscribed and getting too many emails from too many brands. We can’t know the reasons, so we must put programs in place to decrease attrition and minimize its impact on revenues. Automated win-back Automated win-back email or re-engagement programs provide a cost-effective way [...]
SAN MATEO, CALIF. (PRWEB) SEPTEMBER 12, 2019 iPost, an email marketing platform, announced that it has completed its SOC 2 Type I audit. This attestation provides evidence that iPost has a strong commitment to deliver high quality services to its clients by demonstrating they have the necessary internal controls and processes in place. SOC 2 engagements are based on the AICPA’s Trust Services Criteria. SOC 2 audit reports focus on a service organization’s non-financial reporting controls as they relate to security, availability, processing integrity, confidentiality, and privacy of a system. KirkpatrickPrice’s audit report verifies the suitability of the design of iPost’s controls to meet the standards for these criteria. “We saw so many companies in our space riding on the [...]
How are you treating the unengaged subscribers on your email list? These inactive subscribers are still on your list so potentially have value. But they obviously aren’t responding to your email marketing the way you’d like. What can you do? First off, let’s define an unengaged subscriber, otherwise known as email non-responders. What is an email non-responder? In short, it a recipient who is not opening your email, or someone who is not clicking any of the links inside the email. Couple that with the factor of time. Over what period of time are they not opening or clicking? For some brands, 12-18 months is the appropriate window of time to measure this. To me, to [...]
Think of the last time you didn't read your email for a day or so. When you did check, your inbox was probably filled with both opt-in messages as well as some junk email. Let's focus on those emails you opted in to receive, the ones from brands you had explicitly given permission to send you content. From the email marketer's perspective, when trying to get more email opens, there are multiple things you need to consider. The First & Second Things in Your Email Box Affects Email Opens: When you look at your inbox, the first thing you see is who sent the email message and next is the email subject line. Based on those two [...]
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