Introducing a New Email Campaign Type: Re-Welcome Email
THE NEW DORMANTS: I would like to introduce you to Sara and Bob, the new dormants. They are email subscribers you acquired several months ago via an aggressive and expensive digital marketing campaign. We have several points of valuable data on Sara and Bob that were captured during the sign-up process and have been sending them 3 emails a week for months. The problem is that they have not converted. In fact, they haven't engaged with your email program for 9 weeks despite our amazing creative and offers. The new dormants are subscribers who have signed up in the last 3-9 months to email marketing campaigns and have not converted, and their email engagement has gradually [...]
Making Email Fun: V.P. of Customer Engagement Andrew Kordek
I am not afraid to admit it, I love email marketing. I love email so much that the picture of the license plate above is mine. I have spent the last 20 years of my career in email marketing, making email fun for brands that I have worked with and for. The Fun - Highest Grossing Groupon Email "It was August 19th, 2010, at 4:30 am when I arrived at the Groupon offices on the Near North Side of Chicago that I knew something big was going to happen. That day was when Groupon offered the $25 for $50 for the Gap, and the email sends were set to start at around 5:00 am local for [...]
Enterprise Email Marketing Tools Can Lead to Excess – Beware!
It's August 2020 and our scales are showing the effects of the extra food and alcohol consumed while staying home. People now refer to their pandemic pounds and the quarantine 15. We have fattened our curves while flattening the curve. The extra calories are understandable. We’ve been stressed out, seeking comfort and baking bread. We’ve found solace in the kitchen, but our waistlines have paid a price. And that’s the nice thing about weight gain, right? You can see the direct correlation between calories in and pounds on—or alternatively calories avoided and pounds lost. As someone using enterprise email marketing tools, you can use a similar direct correlation to find out if you’re over messaging your [...]
Franchise Marketing Agency Tip: Use Data and Analysis for a Better Customer Experience (Updated October 2021)
Relevance has revolutionized both the franchise email marketing industry and franchise marketing systems. It has franchise marketing companies moving us away from the batch-and-blast of old and on to the path toward one-to-one email messaging. Relevancy always matters. No one can afford not to be relevant to at least some degree. And it is the franchises that provide the most relevant, targeted email content that will most likely win and keep a customer’s business. Relevancy has also evolved as technology has enabled gathering and analyzing ever more data about each customer. That means franchise email marketing has also evolved to provide a much better customer experience at the inbox. For example, a restaurant franchise might send [...]
Effective Restaurant Marketing: Your Restaurant Email Deliverability Isn’t Good (Yet)
Effective Restaurant Marketing: Your Restaurant Email Deliverability Isn't Good (Yet) On a scale of 1 to 10, with 10 being the highest, how would you rank the deliverability rate of your restaurant email marketing? Deliverability often doesn’t get a 10—either in importance or performance—because many digital marketing gurus often think deliverability ends with clicking the send button. Yet there is much more to it than that, and business owners have much to be gained by both learning more about deliverability and taking steps to continuously improve it in order to improve your restaurant email marketing. The Difference Between Emails Sent and Emails Delivered Let’s start with a common misconception: the difference between emails sent [...]
Segment Your Audience Based on Behavioral Data
As an email marketer, you’re probably segmenting your audiences, but are you segmenting based on online 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 Capture Behavioral Data Points Behavioral data is data that tells you more. And when you identify which of your subscribers go beyond just opening and clicking, you can take the next step to send that [...]
How to Be a Trusted Partner
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, [...]
COVID-19 – We’re here to help…
We’re here to help...With these unprecedented times - where COVID-19 is impacting everyone on a personal and business level, our thoughts are with those that have been impacted by this outbreak, especially those that are sick. In our modest attempt to help support the email industry, we would like to offer 1 Million free emails and waived set up fees to those organizations impacted by Covid-19. For more information, or to speak to someone about this, please contact us. Have you been impacted?
How to Win Back Lost Customers Using Email
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 [...]
4 Tips for Email Automation Success
From the perfectly timed follow-up email to the maddeningly unnecessary daily reminder, sending automated emails can be paradise or purgatory. Think about it. For every wonderfully executed welcome series you receive, you get twice as many cringe-worthy marketing emails. These four tips will help you create automated email campaigns that produce results. 1. Monitor campaign performance and adjust accordingly Some of the biggest email blunders happen when a marketer takes the time to create an automation campaign series, sets the parameters and turns on the workflow just to walk away and forget about it. When this happens, there are no evaluations of effectiveness, no repositioning, and no opportunities for adjustments. Checking (and rechecking) the health of [...]
Are You Stranded on the Gilligan’s Island of the Email Service Provider World?
Being stuck under contract with an inadequate email service provider (ESP) can leave marketers feeling as helpless as the castaways stuck on Gilligan’s Island. Baby boomers (and some Gen Xers and older Millennials that caught reruns of Gilligan's Island on Nick at Nite) recall the recurring theme of the show with Gilligan and the gang attempting to get rescued off the island and that help always seemed to slip through their fingers. Often, visitors such as cannibals from neighboring islands, Russians, movie producers, and even “Tongo the Ape Man” would appear on the island with false promises to rescue the castaways if they could get something in return. Do the castaways on Gilligan Island get rescued? [...]
Email First Impression is So Important – Don’t blow it!
You don’t get a second chance to make the first impression a good impression. That’s why it’s so important for your email programs to start the customer relationship out on the right track. A welcome email series helps to begin building that relationship. When considering how to put together the strategy for a welcome series, think about short and useful information that will actually benefit the customer. There will be judgments based on that first email. Do you have a niche product? Or maybe your company has a great story to tell? Sometimes it’s difficult to communicate that story in a single welcome email. In that case, a welcome series can help. A welcome series is [...]
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