The document discusses optimizing retail marketing touchpoints. It identifies cart abandonment as a major challenge and opportunity for retailers. While some retailers have cart abandonment programs, many are missing opportunities to improve messaging, timing, personalization and incentives. Successful programs utilize integrated consumer data to send relevant, timed messages across channels encouraging purchase of abandoned items. Overall, retailers should continuously analyze consumer behavior to identify and reengage potential customers.
Social media for acquisition and retention Power Up Direct & Digital Marketin...Michael Leander
Power Up Direct & Digital Marketing Workshop in Lisbon presentation by Michael Leander about social media acquisition and retention.
Organized by http://www.markedu.com
Increasing Marketing Campaign Responses with 1:1 campaignsL2, Inc.
Download this whitepaper at: http://www.L2soft.com/whitepapers.aspx
The essence of one to one marketing campaigns is relationship marketing.
One to one marketing campaigns are a potent tool to enhance lead generation, increase product usage and promote brand awareness.The only significant obstacle for most marketing professionals is the time and expense needed to implement the campaigns and manage the upswing in responses.
This white paper will address these issues through L2’s execution of a personalized 1:1 marketing campaign and the lessons learned from that process.
Social media for acquisition and retention Power Up Direct & Digital Marketin...Michael Leander
Power Up Direct & Digital Marketing Workshop in Lisbon presentation by Michael Leander about social media acquisition and retention.
Organized by http://www.markedu.com
Increasing Marketing Campaign Responses with 1:1 campaignsL2, Inc.
Download this whitepaper at: http://www.L2soft.com/whitepapers.aspx
The essence of one to one marketing campaigns is relationship marketing.
One to one marketing campaigns are a potent tool to enhance lead generation, increase product usage and promote brand awareness.The only significant obstacle for most marketing professionals is the time and expense needed to implement the campaigns and manage the upswing in responses.
This white paper will address these issues through L2’s execution of a personalized 1:1 marketing campaign and the lessons learned from that process.
Email Marketing: 3 Tips for Producing Engaging Email ContentMarketingSherpa
Due to its relative low cost, audience reach and trackability, email is one of the most common marketing tools used today.
However, it doesn’t matter how effective you are at the technical aspects of email. Without quality content, you’ll have a fire hose that’s only releasing a trickle of water. According to MarketingSherpa’s 2012 Email Marketing Benchmark Report, 69% of the marketers we surveyed consider delivering highly relevant content a top objective.
To help you create relevant content, Daniel Burstein, Director of Editorial Content, and Courtney Eckerle, Reporter, both of MECLABS, will spend 60 minutes in the next MarketingSherpa webinar, sponsored by email technology provider Return Path, Inc., discussing:
-Taking inventory of your existing library of marketing content
-Building an editorial calendar
-Recycling content ideas
-Tips to help you generate high-quality email content
Recording link: http://bit.ly/sherpawebinar
When it comes to email marketing, here’s an easy way to brush up on your vocabulary. Although there are many terms unique to this online marketing channel, the four you need to remember: reputation, relevancy, relationship-building and ROI, most reinforce the core principles of email while serving as guideposts to ensure your campaign is optimized for delivery, and maximum response.
Big Data, Bigger Campaigns: Using IBM’s Unica and Netezza Platforms to Increa...graemeknows
Is your organization challenged by the explosion of data and increasing expectations for results? Unica Campaign Management and IBM Netezza appliances can provide capabilities to address and overcome them. This presentation offers customer case histories and performance studies that provide insights in today's world where digital and traditional channels are increasingly intertwined.
Effective email marketing programs no longer rely on classic metrics such as clicks and opens, they go beyond a coordinated cross-channel program to deliver relevancy to consumers regardless of channel. Before this is possible, email Marketers need to define what email analytics mean to their customers and business, and how intelligence can power contextually relevant interactions with consumers throughout the lifecycle. The heart of better results lies in having actionable intelligence that is rooted in meaningful analytics.
In this webinar, Julie Anne Reda, VP Product Strategy of Yesmail Interactive, will guide you through best practices in getting better data and better insights so you can power richer engagement personas and interactions that go beyond coordinated email efforts to drive business results and a positive ROI.
What you will learn:
How to ensure data and information integration have the right foundation & where the potholes are.
Using the right analytics at the right stage – whether it’s predictive analytics to predict the next best action or testing cadence frequency to ensure timely calls to action. Know what analytics to use when across channels.
Speaking with one voice – Understanding the nuance of time, location, channel and message so interactions are contextually relevant
Best practices to look beyond opens and clicks, to increase lasting engagement with your customers.
ATTRACT. CONVERT. KEEP. The Only 3 Words You Need to Know to Grow Your Busine...Robert Clarke
There’s a whole lot going on in online marketing. PPC, SEO, CRO, Email, Social Media, Content Marketing, Ecommerce, Responsive Web, Mobile, Tablets, and an endless stream of new tools and technologies.
What should you focus on? How should allocate your marketing budget? And what the heck is CRO?
The world of online marketing can be challenging, confusing, and downright overwhelming.
But take a deep breath. Things are about to get easier.That’s because when it comes to marketing your business online, you need only focus on three words: ATTRACT, CONVERT, and KEEP.
Yup. That’s it. Three words.
When you’re finished reading this eBook you’ll be able to better understand all the main tactics of online marketing:Pay Per Click (PPC), Search Engine Optimization (SEO), Email Marketing, Web Design, Content or Inbound Marketing, Social Media, Conversioin Rate Optimization (CRO), Online Referral Marketing.
But more importantly, you’ll know how each tactic aligns to the strategy of ATTRACTING, CONVERTING, and KEEPING customers.
In this presentation, our experts share the inside scoop on what drives essential lifecycle messaging and how to engage your key segments. These high ROI campaigns are vital to your communication portfolio.
Along with examples and very tactical discussions, you'll learn:
- Types of engagement activation campaigns (with examples!)
- Developing activation campaigns as part of your lifecycle strategy
- Setting it all in motion with Yesmail Engagement Analyzer
1. Connect your CRM data. Don’t just collect it and keep it in silos.
2. Invest more in mobile. Mobile targeting and ROI are looking better than ever.
3. Personalize. It’s the big pay-off of all that data and analysis.
4. Measure, measure, measure. Know what works and double down.
5. Be up front about privacy. Consider the other side of targeting.
Virtual Marketing Manager from Arrow ECSArrow ECS UK
Your first point of call for information on vendor campaigns and a valuable tool to plan, implement, manage, track and measure the success of their marketing campaigns.
Mission Possible: Personalized B2B Marketing in the Age of Colossal DataShelly Lucas
Personalized B2B marketing requires delivering the right message, through the right channel, at the right time. Sounds impossible, right? Not if you gear up for it.
Just a sample of one of our customizable newsletter programs that we license on an area exclusive basis to printers. You brand, print and distribute. Our content will set you apart from your competition.
Multi-Channel Analytics: The Answer to the "Big Data" Challenge and Key to Im...Dr. Cedric Alford
By gathering and analyzing data from every marketing activity and channel source, the goal of multi-channel analytics is to enable companies to gain valuable business intelligence about their customers and prospects. Multi-channel analytics allows companies to more efficiently segment customers and to better understand what content and special offers to send, when, and through what preferred channels. Customer intelligence gleaned through multi-channel analytics provides a clearer picture of what integrated marketing content and channels are working (or not). With this information, companies can better plan future marketing programs and marketing budget to achieve a strong return on marketing investment (ROMI). Multi-channel analytics can be a game changer -- leading to increased sales, increased customer loyalty and enhanced customer lifetime value.
Dr. Cedric Alford provides a position on multi-channel analytics and datamarts in today's global organizations.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
Marketing Metrics — An “ahhhhh…now I get it” book for measuring digital and t...Spider Trainers
According to Inc.com, “I don’t know,” are powerful, credibility-building words and that by admitting ignorance you make everything else you say more credible. When you learn to act on these three words, you will become a better marketer. Like many self-help approaches, you must first admit you have a problem before you can take steps to solve it.
I am a data addict. I search for answers in numbers, even if I suspect that the answer may not make me smarter on the topic. Just having collected and analyzed the data so that I can evaluate its worth, perhaps discard it, brings me comfort.
In this eBook, I’ll introduce you to the topic of analytics: the measuring of campaign engagement. We’ll also look at how data is tracked, what individual data points matter, what that data means to you, and lastly, how you can improve the data.
This is not a how-to book. It’s an “ahhhhh…now I get it” book.
For the full eBook, go to SpiderTrainers.com/resources
10 steps to help you improve your email marketing and email remarketing campaigns!
Tick each step off as you go. A must for anyone starting out or re-working their email campaigns.
Email Marketing: 3 Tips for Producing Engaging Email ContentMarketingSherpa
Due to its relative low cost, audience reach and trackability, email is one of the most common marketing tools used today.
However, it doesn’t matter how effective you are at the technical aspects of email. Without quality content, you’ll have a fire hose that’s only releasing a trickle of water. According to MarketingSherpa’s 2012 Email Marketing Benchmark Report, 69% of the marketers we surveyed consider delivering highly relevant content a top objective.
To help you create relevant content, Daniel Burstein, Director of Editorial Content, and Courtney Eckerle, Reporter, both of MECLABS, will spend 60 minutes in the next MarketingSherpa webinar, sponsored by email technology provider Return Path, Inc., discussing:
-Taking inventory of your existing library of marketing content
-Building an editorial calendar
-Recycling content ideas
-Tips to help you generate high-quality email content
Recording link: http://bit.ly/sherpawebinar
When it comes to email marketing, here’s an easy way to brush up on your vocabulary. Although there are many terms unique to this online marketing channel, the four you need to remember: reputation, relevancy, relationship-building and ROI, most reinforce the core principles of email while serving as guideposts to ensure your campaign is optimized for delivery, and maximum response.
Big Data, Bigger Campaigns: Using IBM’s Unica and Netezza Platforms to Increa...graemeknows
Is your organization challenged by the explosion of data and increasing expectations for results? Unica Campaign Management and IBM Netezza appliances can provide capabilities to address and overcome them. This presentation offers customer case histories and performance studies that provide insights in today's world where digital and traditional channels are increasingly intertwined.
Effective email marketing programs no longer rely on classic metrics such as clicks and opens, they go beyond a coordinated cross-channel program to deliver relevancy to consumers regardless of channel. Before this is possible, email Marketers need to define what email analytics mean to their customers and business, and how intelligence can power contextually relevant interactions with consumers throughout the lifecycle. The heart of better results lies in having actionable intelligence that is rooted in meaningful analytics.
In this webinar, Julie Anne Reda, VP Product Strategy of Yesmail Interactive, will guide you through best practices in getting better data and better insights so you can power richer engagement personas and interactions that go beyond coordinated email efforts to drive business results and a positive ROI.
What you will learn:
How to ensure data and information integration have the right foundation & where the potholes are.
Using the right analytics at the right stage – whether it’s predictive analytics to predict the next best action or testing cadence frequency to ensure timely calls to action. Know what analytics to use when across channels.
Speaking with one voice – Understanding the nuance of time, location, channel and message so interactions are contextually relevant
Best practices to look beyond opens and clicks, to increase lasting engagement with your customers.
ATTRACT. CONVERT. KEEP. The Only 3 Words You Need to Know to Grow Your Busine...Robert Clarke
There’s a whole lot going on in online marketing. PPC, SEO, CRO, Email, Social Media, Content Marketing, Ecommerce, Responsive Web, Mobile, Tablets, and an endless stream of new tools and technologies.
What should you focus on? How should allocate your marketing budget? And what the heck is CRO?
The world of online marketing can be challenging, confusing, and downright overwhelming.
But take a deep breath. Things are about to get easier.That’s because when it comes to marketing your business online, you need only focus on three words: ATTRACT, CONVERT, and KEEP.
Yup. That’s it. Three words.
When you’re finished reading this eBook you’ll be able to better understand all the main tactics of online marketing:Pay Per Click (PPC), Search Engine Optimization (SEO), Email Marketing, Web Design, Content or Inbound Marketing, Social Media, Conversioin Rate Optimization (CRO), Online Referral Marketing.
But more importantly, you’ll know how each tactic aligns to the strategy of ATTRACTING, CONVERTING, and KEEPING customers.
In this presentation, our experts share the inside scoop on what drives essential lifecycle messaging and how to engage your key segments. These high ROI campaigns are vital to your communication portfolio.
Along with examples and very tactical discussions, you'll learn:
- Types of engagement activation campaigns (with examples!)
- Developing activation campaigns as part of your lifecycle strategy
- Setting it all in motion with Yesmail Engagement Analyzer
1. Connect your CRM data. Don’t just collect it and keep it in silos.
2. Invest more in mobile. Mobile targeting and ROI are looking better than ever.
3. Personalize. It’s the big pay-off of all that data and analysis.
4. Measure, measure, measure. Know what works and double down.
5. Be up front about privacy. Consider the other side of targeting.
Virtual Marketing Manager from Arrow ECSArrow ECS UK
Your first point of call for information on vendor campaigns and a valuable tool to plan, implement, manage, track and measure the success of their marketing campaigns.
Mission Possible: Personalized B2B Marketing in the Age of Colossal DataShelly Lucas
Personalized B2B marketing requires delivering the right message, through the right channel, at the right time. Sounds impossible, right? Not if you gear up for it.
Just a sample of one of our customizable newsletter programs that we license on an area exclusive basis to printers. You brand, print and distribute. Our content will set you apart from your competition.
Multi-Channel Analytics: The Answer to the "Big Data" Challenge and Key to Im...Dr. Cedric Alford
By gathering and analyzing data from every marketing activity and channel source, the goal of multi-channel analytics is to enable companies to gain valuable business intelligence about their customers and prospects. Multi-channel analytics allows companies to more efficiently segment customers and to better understand what content and special offers to send, when, and through what preferred channels. Customer intelligence gleaned through multi-channel analytics provides a clearer picture of what integrated marketing content and channels are working (or not). With this information, companies can better plan future marketing programs and marketing budget to achieve a strong return on marketing investment (ROMI). Multi-channel analytics can be a game changer -- leading to increased sales, increased customer loyalty and enhanced customer lifetime value.
Dr. Cedric Alford provides a position on multi-channel analytics and datamarts in today's global organizations.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
Marketing Metrics — An “ahhhhh…now I get it” book for measuring digital and t...Spider Trainers
According to Inc.com, “I don’t know,” are powerful, credibility-building words and that by admitting ignorance you make everything else you say more credible. When you learn to act on these three words, you will become a better marketer. Like many self-help approaches, you must first admit you have a problem before you can take steps to solve it.
I am a data addict. I search for answers in numbers, even if I suspect that the answer may not make me smarter on the topic. Just having collected and analyzed the data so that I can evaluate its worth, perhaps discard it, brings me comfort.
In this eBook, I’ll introduce you to the topic of analytics: the measuring of campaign engagement. We’ll also look at how data is tracked, what individual data points matter, what that data means to you, and lastly, how you can improve the data.
This is not a how-to book. It’s an “ahhhhh…now I get it” book.
For the full eBook, go to SpiderTrainers.com/resources
10 steps to help you improve your email marketing and email remarketing campaigns!
Tick each step off as you go. A must for anyone starting out or re-working their email campaigns.
By most accounts, marketing automation is the greatest thing since… well, since email marketing. The ability to qualify leads and build demand in a fully automated workflow frees us marketers from the high-pressure requirements of constant writing, email development, and deployment tasks.
It also enables us to more appropriately personalize content and send messages that are both timely and relevant. In this guide, we define the differences between email blasts, drip emails, and nurture emails and how you can use your automated-marketing solution to subjugate these tasks.
This sample chapter from the Marketing Rockstar's Guide to Marketo shows you how to use Marketo for list management and stellar deliverability.
Also remember to sign up for new chapters! Sign up here: http://eepurl.com/sR1EL
We thought it would be helpful to create a tool both marketers and small business owners could use. Therefore we are bringing you a new easy to use 5 step guide to help you plan, produce, test, delive and follow up your email marketing campaigns.
7 things you can inject to your marketing right now - Power Up Direct & Digit...Michael Leander
7 things you can inject to your marketing right now - Power Up Direct & Digital Marketing Workshop in Lisbon - part 1 by Michael Leander
Organized by http://www.markedu.com
Session from the Digital Workplace Conference NZ (#DWCNZ), held at the Cordis Hotel in Auckland, New Zealand on April 30th, 2019. Presented by Christian Buckley, Microsoft RD & MVP, and the CEO of CollabTalk LLC, an independent research and technical marketing services company based in Lehi, Utah.
Start your journey to personalising the customer experience.
This guide will challenge you to do some housekeeping and reconsider how you think about your current and future loyalty personalisation efforts.
The Power of the Inbox! Tips and Tricks for Successful Email MarketingVanessa CEO
What is the first impression you give when they see you in their email inbox? And when they see you there, what do they do? This powerful seminar takes you step-by-step through the keys to effective email marketing:
What it really is (and isn’t)
What it can do for your business
And the five easy steps you must take to harness the power of the inbox to make SALES!
o Grow a healthy list
o Create great content
o Customize a beautiful, mobile-friendly template that matches your brand
o How to get your emails opened
o Tracking your results
From revealing why regular email doesn't work, to insider tips and techniques like automated list building tools and the design elements that work (and those that don't!), this seminar will give you the keys to the most effective marketing you can do: email marketing
Grow with HubSpot - Auckland - July 2016Ryan Bonnici
Join local marketers in your area for Grow with HubSpot, an event series that will teach you how to use inbound marketing to help your business achieve remarkable growth.
Top 5 Digital Marketing Hacks to Grow Your Business - UBT Sales & Marketing C...Ryan Bonnici
How do some businesses manage to grow and scale their content and marketing like rocket ships and other companies can barely get someone to share it? This presentation will go through the key components of a content marketing growth strategy that are leveraged by some of the most successful brands online. It will explore how to leverage content to grow your web visitors, leads and customers - that businesses of all sizes can learn from and implement immediately to help them grow their business fast.
Grow with HubSpot - Singapore - June 2016Ryan Bonnici
There’s no doubt that you have ambitious growth plans for your business, but is your digital marketing strategy set up to propel you towards meeting and exceeding those goals?
Grow with HubSpot Singapore is about helping you learn how to use inbound marketing to grow your business online. Learn how to create a robust inbound strategy to attract, convert, close and delight your prospective customers.
Grow with HubSpot Melbourne - 19 May 2016 - Inbound Marketing MasterclassRyan Bonnici
There’s no doubt that you have ambitious growth plans for your business this year, but is your digital marketing strategy set up to propel you towards meeting (and hopefully exceeding) those goals?
Join us and learn how to use inbound marketing to grow your business online. In half a day, you’ll learn how to create a robust inbound strategy to attract, convert, close and delight your prospective customers.
http://offers.hubspot.com/grow-with-hubspot-melbourne
The Regional Marketer's Playbook - Asia Pacific - 2016Ryan Bonnici
Regional marketing is not just marketing at a regional level. It’s a highly nuanced discipline which involves combining hard data with soft skills, top-down strategy with grassroots customer engagement, consistent branding with uniquely local tonality.
The playbook provides insights from some of Asia's leading marketers, including:
- Paula Parkes, Mktg Director, Adobe
- Sandeep Pal, Mktg Director, Oracle
- Ryan Bonnici, Mktg Director, HubSpot
https://business.linkedin.com/marketing-solutions/c/16/4/regional-marketer-playbook
Top 5 Content Marketing Trends - ad:tech AustraliaRyan Bonnici
Marketing is a fast-moving industry by nature. Like most years, a whole lot has happened in the marketing world in 2015 – and we’re already seeing new trends emerge for 2016.
Not only is content marketing is becoming more localised and more personalised – new channels are revolutionising the way customers experience your brand. For example, Snapchat has exceeded many marketers’ expectations, now getting 4 billion video views per day — the same number as Facebook. We’re seeing a rise in wearable tech, which is giving marketers much more consumer data to work with.
It’s time to put these changes into perspective as we enter 2016. Join HubSpot marketing director Ryan Bonnici as he shares his insights around inbound marketing, and the top 5 content marketing trends he’s seeing in Australia.
Key Takeaways will include:
- How to create a killer on-page and off-page content strategy that can increase your quality website traffic by 3x.
- How personalised content can increase your traffic to lead conversion rate by 500%.
- How to nurture leads with real time content that can increase your average sale price, and decreases the length of your sales cycle.
2. RETAIL TOUCHPOINTS OPTIMIZED
In the latest report from ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS research series, Retail
Touchpoints Exposed, we take an in-depth look at the interactive marketing practices of the fastest-
growing retailers in the US—identifying what they’re doing well and where they’re missing the mark. In
this companion piece, Retail Touchpoints Optimized, we’ve identified the biggest opportunities gleaned
from the research and created six reports, each providing tactical advice aimed to help you improve the
effectiveness of your marketing practices.
MARKETER’S CHALLENGE: promotional
THE CHALLENGE daily. The problem with this approach is that many marketers begin
down this path only to later realize that their messages don’t align with
The email marketing scene is more competitive than ever, especially
their overall marketing goals, and lack relevance or personalization—
for retailers. So how do you cut through the clutter and make your
generating subscriber fatigue, deliverability issues, and a general
messages stand out in the inbox? For many, this means blasting
lack of ongoing engagement.
promotional content or coupons to their subscriber base—sometimes
Email Volume Over First 30-Days of Opt-In
Of the Hot 100 Retailers sending email
34%
21%
13% 15%
8% 5% 4%
Zero emails sent 1-4 emails sent 5-10 emails sent 11-15 emails sent 16-20 emails sent 21-29 emails sent 30-35 emails sent
(11 retailers) (18 retailers) (29 retailers) (13 retailers) (7 retailers) (4 retailers) (3 retailers)
2
3. marketer’s Challenge: promotional
the solution
The success of a promotional email campaign hinges on two
elements: frequency and relevancy. Which is most important? Think “One way to sell a
“quality over quantity.”
consumer something in
relevancy. There’s a big difference between sending targeted, the future is simply to
relevant promotional messages and “batch and blast” emails—one
is relevant and the other isn’t. To ensure your promotional messages get his or her attention
are compelling and consistent with the goals of your email marketing in advance.”
program, follow these basic guidelines:
seth godin - author,
permission marketing
Step 1: Evaluate Your Email Design
Ensure your primary message and call to action
are easily recognizable within the email, and
use lifestyle and product imagery to support
your messaging. Frequency. Sending frequent messages is acceptable if you have
something meaningful to say. Work first on driving relevancy with
Step 2: Add Value
each message, then test to determine a send schedule that balances
Focus on achieving each aspect of your
the goals you’re trying to achieve with the value of each message.
value proposition: promotional, connection,
relationship building, etc.
the BOTTOM LINE
Step 3: Assess Your Current Data Determine how to make your communications relevant, optimize your
Review the data you have within your content by performing tests, and then start to integrate multivariate data
organization and use it to drive personalized to further refine your messaging. You don’t have to tackle all three at
messaging. Using simple data points like gender
once. After all, enhancing, testing, and measuring your campaign can
and location can really improve the subscriber
take time. As the needs of your subscribers evolve, so should your
experience and is easy to execute.
promotional email campaigns.
Step 4: Look for Further Data
Opportunities
ze
optimi
Consider if there are other ways to gather
to
Ready ogram?
data that can be used to enhance messaging.
You might start with web analytics to capture
r
your p ) 558-9834 or vrisitmore.
browse history, point-of-purchase systems
to capture purchase history, or social data
nto lea
mining to determine brand affinity. Each of
at (866
these can be used to enhance the relevancy Call us xactTarget.com
of your messages. www.E
3
4. RETAIL TOUCHPOINTS OPTIMIZED
MARKETER’S CHALLENGE: acquisition
THE CHALLENGE
Looking to engage with consumers, nurture brand relationships, Data requested
create social buzz, and drive repeat purchases? Of course you are! of the hot 100 retailer’s email opt-in forms
But are you getting the most from your in-store, online, and cross
channel customer interactions?
If you’re like most other retailers, you’re probably missing valuable
Sign up today!
First Name Last Name
opportunities to acquire new email subscribers, mobile subscribers,
and social advocates. And, each missed opportunity can lead to one 38% 40%
less conversation and one less purchase. Zip Code Confirm Email Address
43% 28%
Frequency Preferences Shopping Preference or Interest
Email Acquisition on website 2% 18%
of the hot 100 retailer websites:
Multiple Email List Options Discount For Signing Up
15% 11%
74% SMS Alerts
include an email opt-in form on the homepage 9% Opt-In ►
67%
include an email opt-in form on the homepage plus other pages
To determine where your brand ranks, ask yourself these questions:
11%
• Do you promote digital engagement in-store? This could include
include an email opt-in form with first purchase incentive discount
posting opportunities for email opt-in, your website URL, Twitter
8% handle, etc.
provided no email opt-in opportunity • Are you asking for customers’ email addresses at the point of sale?
We found that fewer than half of the top retailers were!
• Do you have an email opt-in form on your website? How easy is it
to find, and how quickly can someone complete it?
In-Store signage: calls to engage
95 of the hot 100 retailers with brick and mortar stores
18%
5% 5% 8%
2% 2%
promoted promoted a coupon promoted promoted promoted Facebook promoted
email opt-in via SMS messaging a YouTube channel a mobile app and Twitter engagment website URL
4
5. marketer’s Challenge: acquisition
the solution ONLINe. Be respectful of consumers’ time.
If improved customer acquisition is a priority for your business, the
best place to start is by analyzing where your consumers are already TIP 1:
engaging with your brand. Then, determine how to enhance the customer Make your email opt-in form easy to find on your website.
experience and drive interactive engagement.
TIP 2:
Here are a few ways to get started: Request only the data that you plan to use—and
actually use it! If you request a name and zip code, use
In-Store. Engaging consumers who are already interacting with
personalization and geographic segmentation to make
your brand is the ultimate win-win. And, your physical store provides
your messages more relevant and engaging.
you a competitive advantage over your eCommerce competitors. Take
advantage of the time a consumer spends in your store and promote TIP 3:
opportunities to interact with your brand after they walk out the door. Communicate the value of what you’re offering up
front—make sure your customers know why they
should provide you their information.
TIP 1:
Promote your website URL, email opt-in, SMS
messaging programs, social channels, and more Cross-channel. Consumers want different things from different
within your store, specifically at places where channels, so make goals and priorities for each while utilizing the
consumers are waiting (e.g., near the check-out). strengths of one channel to promote another.
TIP 2:
Evaluate if collecting data at check-out is right for
your business (via sales clerk, SMS capture, etc).
TIP 1:
Whether you collect personal data or geographic Take advantage of your consumer’s down-time and
data, it should lead to more personalized promote your mobile and social programs across all
communications—if it doesn’t, you’re just of your commonly-used mediums—in-store, print, TV,
inconveniencing your customers with a lengthier display advertising, etc.
transaction process.
TIP 2:
TIP 3: Include an email opt-in form on your Facebook
Offer to send in-store receipts to consumers via Tab and follow the same principles you do for your
email. This is a great way to provide value and website opt-in form.
added convenience to your customers’ shopping
experience, plus it gives you an opportunity to
gain feedback, promote special offers, and drive
web traffic. Not quite ready for digital receipts?
the BOTTOM LINE
Then focus on including a digital call-to-action Your customer relationships are your most valuable asset. Don’t miss
on your in-store receipts to encourage further the opportunity to engage with customers and build a brand experience
brand interaction. that drives loyalty.
ize
to optim?
Ready ogram
r
your p 4 or vis
it
66) 558
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e.
us at (8 arget.com to le
Call xactT
www.E
5
6. RETAIL TOUCHPOINTS OPTIMIZED
MARKETER’S CHALLENGE: the first impression
THE CHALLENGE
Welcome emails are the best opportunity to solidify your relationship
with a new subscriber. They tend to record higher open and click- TO MEASURE THE SUCCESS
through rates than any other emails, and are sent to your most
captive audience. Remember that at the time the welcome email
OF YOUR onboarding
sends, you’ve just been invited into the subscriber’s world, and they PROGRAM, CONSIDER:
want to hear from you—as long as your content is relevant. The
stakes are high!
welcome email highlights
Messaging
74 of the retailers that sent welcome emails Ensure your content benefits
both the consumer and your
included value proposition of email program brand.
67%
incentives
sent an incentive within the email for future purchases
35%
asked to update preferences
If you offer incentives, they
26%
should be consistent with your
marketed rewards program value proposition.
21%
marketed recommended products
9% cadence
used first name within email text Send real-time messages. Or,
9% if sending a drip campaign,
test your frequency.
6
7. marketer’s Challenge: the first impression
the solution If you’re unable to address each of these within a single, real-time
message, you might consider an onboarding drip campaign that
Align your onboarding program goals with your overall marketing goals.
spans across an acceptable “new subscriber” timeframe.
Test to make sure you have the right messaging, incentives, and cadence.
To achieve success onboarding your newest subscribers, there are two timing. If possible, messages should always be sent in real time.
elements to take into account: content and timing. Remember that initial engagement decreases with every moment
that goes by. If you’re waiting a day to send a welcome email, you’ve
Content. Work to strike a balance between the needs of your
already missed the moment of engagement.
subscribers and your company goals. Remember that content within a
welcome email should be advantageous to both parties and, generally,
achieve the following: the BOTTOM LINE
Remember that first impressions last—and a welcome email may be
the first one-to-one communication a consumer has ever had with your
1 CONFIRM brand. Don’t lose sight of the importance a welcome email can have on
Confirm the opt-in action and thank the establishing a relationship for years to come.
subscriber for providing their information.
Include an easy-to-identify opt-out option to
stay true to permission-based marketing.
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2 UTILIZE
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Utilize personalization—if you asked for a
first name in your opt-in form, use it.
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3 SET your p 4 or vis
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Set expectations about frequency and
content, and reinforce the value proposition Call xactT
of the program or communication. www.E
4 EDUCATE
Educate the subscriber on other opportunities
to engage. Consider promoting social or
mobile campaigns.
5 LEARN
Learn more about the subscriber. Drive them
to a preference center or other location
where they can provide more information
about themselves. Use this information to
strengthen the relationship.
6 FEATURE
Feature “Add to Address Book” links prominently
so you’re treated as a trusted sender.
7 DRIVE
Drive customers to your other
channels—social, mobile, or in-store.
7
8. RETAIL TOUCHPOINTS OPTIMIZED
MARKETER’S CHALLENGE: Abandonment
THE CHALLENGE
If you’re like most retailers, you struggle with cart
abandonment. And whether you’ve had a cart abandonment
Cart Abandonment Email Features
Of the 16 retailers that sent cart abandonment emails:
program running for years, or are just considering the idea,
almost everyone can be doing it better.
In analyzing research gathered for Retail Touchpoints Exposed,
we found that most retailers don’t have cart abandonment
programs running at all. This is a huge missed opportunity!
But, even among those retailers that have active campaigns,
44%
contained an image of the
many are missing the mark in a number of ways, including: abandoned product
25%
• Timing. Waiting too long or not long enough to send
a communication. Timing should match the product
that is abandoned—complicated product purchases
can require more time to consider, but simple or highly-
competitive products need immediate follow-up. contained the customer’s
• Messaging. Sending generic messages that don’t name
include personalization, images of the abandoned
25%
product(s), incentive to purchase, or recommendations
of similar products.
• Reason for Abandonment. Lack of consideration for
the different types of abandonment. Each consumer’s contained an incentive to
browsing and buying behaviors are different, and the purchase
time spent on a page can be an indication of whether
13%
your consumer was simply browsing, or is perhaps a
more serious buyer.
contained other product
recommendations
number of Cart Abandonment Emails
of the 16 Retailers THAT SENT CART ABANDONMENT EMAILS:
69%
consisted of one email
13%
consisted of two emails
19%
consisted of three emails
8
9. marketer’s Challenge: abandonment
the solution the BOTTOM LINE
There’s no magic formula that will reengage consumers once they’ve left Don’t stop analyzing your eCommerce data once you have a cart
your site, but there are key elements that all successful abandonment abandonment program running smoothly. Remember that consumers
remarketing campaigns possess—well-utilized data, a compelling don’t need to have something in their cart to be considering a
message, and proper timing. purchase. Evaluate how to capture and re-engage interest with
consumers who browse product detail pages, ask product questions
Here’s how to get started:
on social networks, or browse in-store without making a purchase.
Step 1: Capture the Event
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optimi
Abandonment events can be identified and captured
to
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through eCommerce, web analytics, and other platforms.
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your p ) 558-9834 or vrisitmore.
Step 2: Integrate Your Data
Data makes your remarketing messages compelling and
nto lea
relevant. Integrate the data you capture in Step 1 into at (866
your messaging platform of record (e.g., ExactTarget). Call us xactTarget.com
www.E
Step 3: Select Your Channel
Consider how subscribers interact with each channel to
determine the best way to deliver this type of message—
email, mobile, or social? Think about privacy concerns
and the strengths of each channel to drive conversion.
HINT: email is probably your best option!
Step 4: Design for Relevancy
Customize your imagery, pricing, and supporting content
to match the specific product(s) abandoned. Consider
purchasing hurtles and offer information or incentives to
help buyers overcome these. Or, if your product has a
lengthy buying cycle, offer customers alternative conversion
options such as low inventory alerts, price change alerts, or
updated model alerts to keep them engaged.
Step 5: Schedule the Message
The higher the competition and lower the complexity
of the product, the quicker you should send your
message. Purchases that typically have a longer sales
cycle should correspond to a longer wait between
messages. Also, consider assigning a cadence or an
ongoing drip campaign around an abandon event—
especially for larger purchases that warrant two or
three communications.
9
10. RETAIL TOUCHPOINTS OPTIMIZED
MARKETER’S CHALLENGE: post-purchase
THE CHALLENGE
Competition is steep for retailers across all industries, and because
marketers are vying for a piece of the same pie, communications are POST-PURCHASE
often narrowly focused on capturing the sale. But what happens after COMMUNICATIONS SHOULD:
the purchase?
• Reinforce positive feelings from
• Are you sending confirmation messages? the purchase.
• Are they personalized to the buyer? • Maximize the value or utility of
• Are you highlighting complementary products in subsequent the product.
marketing messages? • Obtain customer feedback.
• Are you asking for product reviews? • Enable customers to share their
• Are you maximizing the value of the product your customer purchase or product experience.
just purchased?
• Promote cross-sell and up-sell
opportunities.
“Every year the marketing landscape
changes, every year the customers
become more demanding, every year If you answered no, you’re missing a huge opportunity to develop
[they want] more things. You have to brand advocates through post purchase communications.
always be sprinting to stay ahead of
Consumers are more informed than ever before. They’re
the competition.” comparing prices in-store and online, reading product reviews,
Jacob Hawkins - VP of eCommerce, and looking to their social networks to determine which product
Overstock.com is best for them. To become the subject of those discussions,
you must have advocates who are passionate enough about your
brand to want to tell the world—even well after a purchase has
been made.
personalization of email
after in-store purchase after online purchase
95%
did not personalize email
after in-store purchase
79%
did not personalize email
after online purchase
5%
personalized email
after in-store purchase
21%
personalized email
after online purchase
10
11. marketer’s Challenge: post-purchase
the solution the BOTTOM LINE
The buying cycle shouldn’t end after a purchase is complete. To When considering ways to improve your post purchase
develop brand advocates, you must first nurture their positive communications, keep in mind the impact that a positive
purchase experience, combat buyer’s remorse, and provide experience can have on a consumer. If a communication isn’t
outlets for customers to share their experiences. Often this is adding to the experience, it may be time to re-evaluate the
achieved through a series of tactics that aim to maximize the function of that message.
value of the purchase.
Here are some ways to get started:
Tactic 1: Confirmation Messages
Send these messages immediately, and customize the content in order
to provide optimal value to the customer. If you’re sending a confirmation
message, chances are high that you already know a little about their
purchase behaviors and have obtained their name, credit card number,
email address, mailing address, and more. Utilize this data to add value to
future communications through personalization.
Tactic 2: Value-Add Messages
Ensure that your customers get the most out of their purchase. Send tips
and tricks that maximize the value of the product they purchased, and work
toward nurturing a positive brand experience. In doing so, you’ll not only
deepen your relationship with the customer, but also drive repeat purchases.
Tactic 3: Product Reviews
Give your customers a voice and increase your company’s user-generated
content by encouraging product reviews. Make it convenient for them to
provide input, but be deliberate with your timing. This type of message
should be sent after the customer has had the opportunity to experience
the product, but before they no longer feel an association to the purchase.
Tactic 4: Sharing
Make it easy for customers to tell their friends about their recent purchase
through social sharing. In doing so, customers become brand advocates
and extend the reach of your brand to their social networks and beyond.
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optimi
Tactic 5: Cross-Sell and Up-Sell
to
Ready ogram?
Inform the customer of additional products or add-ons
associated with the purchased product. Be informative
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your p 6) 558-9834 or avrisitmore.
and make it easy for the customer to research and buy
what you’re recommending. When sending this type of
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to le
communication, remember that relevancy and selectivity at (8
are very important—don’t bombard your active customers Call us xactTarget.com
with irrelevant promotional information. www.E
11
12. RETAIL TOUCHPOINTS OPTIMIZED
MARKETER’S CHALLENGE: reengagement
THE CHALLENGE
It’s easy to think that once a subscriber provides you with their
email address, they’re yours for life! But in reality they could un- A reengagement message
should include:
engage and start ignoring your communications at any moment.
Subscribers stop engaging for a number of reasons—message
STRONG
volume, frequency, irrelevancy, etc. But many retailers are sitting
back and watching this happen, without adjusting their programs
to reengage these subscribers. In fact, many marketers continue
sending the same messages at the same frequency to lists where
more than 50% of the subscribers haven’t opened or clicked on an subject line
email in more than six months. Engage subscribers even
before they open the
implications
email through subject
Revenue. Consider this—if over half of your subscribers aren’t
lines that pique curiosity.
opening your emails, then over half of the cost you spend to send
reminder
these emails is being wasted. Now consider these costs over a
six or twelve-month timeframe, and it’s easy to see how lack of
engagement has a negative effect on your bottom line.
Deliverability. Internet service providers (ISPs)—Gmail in
particular—increasingly use engagement data to assess sender
of value proposition
reputation. If ISPs start to notice that a high percentage of your What benefit does
emails are being ignored by their user base, they’ll start sending your message bring to
your messages to the junk folder—or even block your sends subscribers?
altogether.
STRONG
call-to-action
Be clear about the action
you want the subscriber
to take—confusion could
lead to inaction.
12
13. marketer’s Challenge: reengagement
the solution the bottom linE
Before you start a reengagement campaign, you must identify your If a subscriber reaches your full definition of unengaged, you
audience and start to understand when and why they’ve lost interest. should greatly reduce the frequency of your communications or
As you begin, you’ll want to follow these basic steps: stop sending to them altogether. This will reduce marketing costs,
increase deliverability, and therefore increase the performance of
your entire program.
Step 1: Define Your Audience
Create a definition for an “unengaged
subscriber,” and ensure that it aligns with
the purchase cycle for your company’s
ize
products or services.
t o optim?
Step 2: Segment Your List Ready ogram
r
Determine the point when subscribers
begin to disengage. Is it after one month,
your p 6) 558-9834 or avrisitmore.
6 n
at (8 to le
six months, or a year? Examine the history Call us xactTarget.com
of your currently disengaged subscribers to www .E
determine when they began to lose interest,
then use this data to segment your lists.
Step 3: Design for Engagement
Design a messaging program to
communicate with subscribers during
times when they’re most likely to start
disengaging. Each message’s sole focus
should be to bring the subscriber back into
the engaged subscriber mix—so ensure
that you’re providing value.
Step 4: Send at the Right Time
Implement a program that automatically triggers
reengagement messages to subscribers who
reach specific un-engagement thresholds.
Step 5: Test, Test, Test!
Test different types of reengagement
messages. Try an opt-out campaign or
an opt-down campaign to identify which
subscribers would simply like to hear from
you less, as opposed to not at all.
13
14. RETAIL TOUCHPOINTS OPTIMIZED
CLIENT SUCCESS: BUYAGIFT.COM
“Authentic, consumer-
challenge: driven content has
Buyagift sells gift experiences such as extreme driving packages, hot air balloon rides and spa a better effect on
services, to online consumers in the UK, and three sister sites across Europe. Like many online customers because it
retailers, they found success using email to build their subscriber base and deliver regular mass- is written in a voice
communications, but in recent years struggled to create cross-channel marketing campaigns that they’re familiar with.”
leveraged their customer data and drove engagement beyond email. Max Sydenham
Digital Content Manager, Buyagift
They knew they had a unique opportunity to break into social due of the experiential nature of their
products. Buyagift consumers have exciting and passionate stories to share about their experiences,
and social media has proven to be their channel of choice. Buyagift had an opportunity to do much
more than simply place a Facebook or Twitter link in the header of their emails, prompting their
adoption of ExactTarget’s integration with Bazaarvoice.
solution:
Today, Buyagift uses ExactTarget and Bazaarvoice to request consumer product reviews via email.
Once a review is submitted, it’s then disseminated across all of Buyagift’s social communication
channels, including Facebook, Twitter, and Tumblr (Buyagift’s blog platform). Buyagift then uses
review information stored in Bazaarvoice to send a regular newsletter via ExactTarget, which
features a “Top Rated Products” section.
By integrating email with social, Buyagift is able to encourage consumers to interact across
multiple channels to build a brand experience that’s engaging and consumer-driven. Buyagift
sets their brand apart by creating a truly authentic cross-channel presence with content that’s
constantly being updated by their biggest brand advocates.
RESULTS:
While many marketers still question the impact social can have on overall campaign success, Buyagift
has seen phenomenal results:
• 150% higher conversion rate for consumers who interact with Buyagift consumer-
generated content
• 33% higher conversion rate for consumers who come to Buyagift.com directly from
social channels
• 10% higher average order size for customers exposed to social
Since experiencing success with their cross-channel strategy, Buyagift has continued to focus on
implementing campaigns that further integrate email consumers with social. As part of this strategy, they’ll
be adopting ExactTarget SocialPages™ to capture customer and prospect data in Facebook, to grow
their email campaigns. “We want to optimize SocialPages so that we can turn social followers into email
followers and vice versa,” says Max Sydenham, Digital Content Manager at Buyagift. The company is also
currently working to utilize their product review data to drive content for a cart abandonment program,
utilizing ExactTarget’s Automation Studio functionality.
These strategies, powered by ExactTarget’s Interactive Marketing Hub® technologies, allow Buyagift to
drive cross-channel engagement and boost revenue.
14
15. client success stories
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to optimi
Ready ogram?
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your p 6) 558-9834 or avrisitmore.
6 n
at (8 to le
Call us xactTarget.com
www.E
CLIENT SUCCESS: carhartt
“The joint solution of
CHALLENGE: ExactTarget and Adobe
With four sewing machines and five employees, Hamilton Carhartt founded his namesake company SiteCatalyst gives me the
in 1889. Although much has changed since then, the company’s dedication to creating exceptional data I need to very quickly
work wear apparel has remained the same. Carhartt’s eCommerce department, established in make decisions and target
2005, had a similar opportunity to grow its side of the business from the ground up. my consumer base.”
Anna Cole
The team quickly established that it needed to expand and streamline its email marketing. Its eCommerce Business Manager,
subscriber list was in need of growth, and the process for updating each email with tracking code Carhartt
(which included 20 or 30 links in the header and footer) was time consuming. The company also
wanted a better way to gather data from online shoppers to further target its marketing campaigns.
solution:
Since partnering with ExactTarget in 2007, Carhartt has seen its email subscriber list grow to 15x
its starting size. In 2011, the team turned to the ExactTarget + Adobe SiteCatalyst Integration to
further improve eCommerce performance.
This combined solution enables the company to collect valuable customer data, such as purchase
history, browse history, and cart abandonment. With this data, Carhartt gains a single view of each
customer and can easily send personalized and triggered emails—which are automatically tagged
with tracking codes for easy reporting.
“The joint solution of ExactTarget + Adobe SiteCatalyst gives me the data I need to very quickly
make decisions and target my consumer base,” says Anna Cole, eCommerce Business Manager
at Carhartt. “Without browse and purchase data, we wouldn’t be able to segment our campaigns
to the specific interests of our customers.”
RESULTS:
With this integration, Carhartt has seen tremendous results, including:
• 6x higher click-through rate for abandoned cart campaigns
• 3x higher click-through rate for targeted emails vs. general promotional emails
“Our emails wouldn’t be this successful without the ExactTarget + Adobe Integration,” says Cole.
“We’ve seen tremendous click-through rates, and the number of campaigns we’ve been able to
execute has increased substantially.”
Carhartt plans to push its campaigns forward by testing different offers in remarketing campaigns,
and continuing to collect demographic data to send customers the most relevant offers.
Carhartt experiences a 3x higher click-through
rate with targeted messages than general
promotions.
15
16. THE POWER OF
ONE SOLUTION
The ExactTarget Interactive Marketing Hub® provides a single view of your
customers that can help transform your interactive marketing campaigns and
online conversations into real-time, targeted, cross-channel marketing. The
Hub gives you:
UNITY. Integrate data from disparate sources—from CRM and social media
networks to point-of-sale information and web analytics to gain a single,
unified view of each consumer.
CONTROL. With access to real-time tracking and first-class, graphical
reporting, the Hub gives you immediate visibility and ultimate control over all
of your marketing campaigns.
SPEED. Ensure your communications are as relevant as they are timely.
Automate advanced, sequenced programs and deliver personalized cross-
channel messages from a single, intuitive console.
to GET
Ready D?
START E 4 or visit e about
5 58-983 b to learn mor b.
at (866) Hu Hu
Call us ctTarget.com/ ive Marketing
a t
www.Ex tTarget Interac
c
the Exa