Beware the Sound of Silence: Use Email Analytics to Engage Silent Subscribers How to use email analytics to determine which subscribers are bringing you down. As consumers, we’ve all been through this scenario of disillusionment: You land at a website and you like what you see. You subscribe to the brand’s emails, because you’re thinking this is the start of something. Then the emails start coming. They fail to offer what you’d anticipated. And they keep coming. And you wish they’d just stop. Next thing you know, you’ve gone from warm fuzzies about a brand to being a disillusioned silent subscriber who never opens another email. We know that’s a tiresome and oft-repeated scenario as [...]
Game Changing Web Tracking Data - One Table at a time LEVERAGING DATA FOR INFORMED DECISIONS Sales; it's what every e-commerce company is judged by, and as a person in charge of the email program, there is much pressure put on you to perform. The goal is clear, but sometimes there is no silver bullet on how to achieve it. You might be a master marketer, skilled in the ways copywriting, segmentation, and the best day and time to send emails, or you could be like most of us and learn through testing and data. Most ESP's today track conversions by item, tie it back to an email address and package it up into a [...]
Email Marketing for Restaurants Improves with Email Segmentation Email marketing for restaurants—it’s a numbers game. But they have to be the right numbers in the right sequence. Improving email ROI for your restaurant isn’t about simply upping the numbers, meaning getting more names on your list so you can send more email and therefore drive more customers to your business. No, improving the ROI of email marketing for restaurants requires increasing the segments you send to, not the total number of emails on your list. Instead of increasing your list by 1,000 names per month, segmenting means increasing the number of segments you send to, breaking down your one big list into smaller groups [...]
Why You Should Segment Based on Behavioral Data As an email marketer, you’re probably segmenting your audiences, but are you segmenting based on behavioral data? If not, you are missing out on lost revenue. And you’re spending more money than you need to with your enterprise ESP. Behavioral segmentation can help you improve opens and click through open rates (CTORs) as well as enhance the overall customer journey and increase your inbox placement rate. It can lead to additional subscriber engagement and loyalty. Use your enterprise ESP to go beyond opens and clicks Behavioral data is data that tells you more. And when you identify which of your subscribers go beyond just opening and clicking, [...]
How an ESP with Relational Data Lets You Put All Your Customer Info to Use As you know, the amount of data gathered now is staggering, and grows at a rate that speeds up daily. For marketers, this data can be a goldmine…if they can put that data to use. Sadly, many can’t because they don’t use an ESP with relational data. That means precious information about their customers sits unused and their email marketing falls short as a result. Data has made possible actual personalization, but making it possible and making it real are two different things. The evolution of personalization It used to be “personalization” meant using a recipient’s name in the subject [...]
New Analytics or New Decisioning There is a lot of talk about big data these days: How do you possibly store, manage and derive intelligence from the flood of transient data and sources, online, offline and market level data? Big data is a new way of exposing flaws in how marketers make campaign, program, brand, market and financial decisions.We are a product of our own success. The industry has masked scale problems and hidden behind terms like “attribution” or “optimization.” The challenge is, we have the same amount of resources we had last year, and while technology has advanced and everyone’s in the cloud (or their heads are), decisions have not gotten easier to make. It’s [...]
Managing Data: Making sense of features that help. iPost wrote a Whitepaper “Email Marketing Maturity Model: From Bait Shop to Revolutionary” recently striving to help marketers think about the relative stages of maturity for an email marketer. One of the most important considerations when looking at your maturity is how you look at creating actionable segments and ultimately how you operate within those. Below are a few not so often talked about segmentation types that can help your email marketing program:Active Segments include:Master and Control Segments: Creating a master record is critical for understanding the underlying growth and churn tactics, yet its critical that when creating these master accounts, you create a series of control segments [...]
From Automation to Journeys — Key Tips Most every marketer has a basic automated email in place, usually a welcome series. But the time has come for these automated programs to grow in maturity, to evolve from email automation to well thought out journeys. Why? One reason: customer experience. Customer experience is the new competitive advantage We’re entering a new age, one in which customer experience will be the key competitive differentiator. And brands have some work to do to master the customer experience, because they are falling short. According to an article at Forbes.com, almost all companies (89%) say they are competing based on customer experience. But are they really when 80% think they [...]
How My Name Was Changed for Me—the Ethics of Data Collection in the Age of GDPR This post was written by Per Caroe, Head of Sales and Business Development at iPost. For ethnic reasons, my family decided two names were perfectly fine for me and my sister when we were born. Three names? “Nah, we’re good. Also, can we find a short name that’s Danish and starts with a P?” When your parents are named Peter and Poula, this seems like a clever idea. “We’ll all be able to use the same initials on luggage,” my mother once quipped. (Note: There were never any monogramed initials.) Fast forward many years to 1992. I started dating [...]
Email Falling Flat? How a Relational Database Can Help It’s 2018. Do you know where your email marketing is headed? Ideally, it’s headed down the path of hyper-personalized, one-to-one marketing. But hyper-personalized is only going to happen if your ESP supports a relational database. Relational vs. flat file systems Although many marketers have recognized the benefits of relational databases for several years now, surprisingly few email service providers (ESPs) support them—although iPost does. If you’re planning to take your segmentation to a new level this year, or to increase the sophistication of your email marketing, you need to know how a relational database differs from the usual flat file one—and how critical this might turn out [...]
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