At the Bank Director Conference in April, I sat down to chat about growing customer relationships. Check out my 4-minute intro to how automated email messaging can cultivate your new banking customer relationships. (Click below to be taken to BankDirector.com for the interview.)
As a data-driven marketer, I cringe at the idea of sending emails out into space and not taking advantage of the engagement data I get back. Knowledge is power, people! You can use what you know about how your subscribers engage with your emails to follow up with them – called re-marketing – and get the best return on investment from your emails possible. You can re-market to both engaged and unengaged subscribers in different ways. Here’s a few of my favorite re-marketing campaigns to get you started: Re-marketing to […]
Banks and Credit Unions call it “onboarding:” A series of communications that cultivates the relationship with a new customer and provides an opportunity to (eventually) talk about other services that they could provide for the customer. The rest of us may know this process as a “welcome series,” “lead nurture campaign,” and “customer loyalty campaign.” It’s all the same – and it’s great marketing automation! At the 2014 emfluence Marketing Platform User Conference, Jenny Nichols from CommunityAmerica Credit Union and I shared their 5-part, 90 day “honeymoon” onboarding email campaign, […]
At the 2014 emfluence Marketing Platform User Conference, Kristin Kenney with Polsinelli gave us some straight talk about what marketers need to know about Canada's new Anti-Spam Legislation (CASL). Here are the 5 things you should know right now about Canada's Anti-Spam Leglislation: #1. CASL applies to more than just email. Unlike the U.S. laws, CASL applies to most forms of electronic messaging, like instant messages, SMS/text messages, direct messages via social media, and similar messages in addition to email. This means you need to figure out whether CASL applies […]
What marketing channel boasts a $28 return on investment for every $1 you invest? (Hint: there’s only one.) What channel combines emerging digital tactics with proven data-driven strategies? What channel requires both left and right brain thinking to really nail it? Easy: it’s email marketing. Email marketing is reported as driving the highest revenue of any medium for all companies that gross $100K annually or more. (Email’s younger brother social media drove revenue best for small businesses with organic search and email right behind it. Source: Email State of Health […]
Last year, Gmail got email marketers all in a tizzy by introducing its new tabbed inbox. Now, Gmail is testing a new visual “grid” layout for emails in the Promotions tab that gives users a peek at the contents of the email without ever having to open it. I signed up for the trial right away to begin testing things like how Gmail chooses which image to feature and what happens when an image isn’t big enough or isn’t specified. Let’s first look at the Anatomy of a Single Email […]
Automated emails used to be just for advanced marketers, business-to-business sales cycles and bigger retail companies. Now, every marketer should have at least three basic automated emails. Most email platforms (including emfluence) make it pretty easy to set up, and if you find that you’re doing the same list segmentation or same campaign regularly, you may be able to take advantage of setting up an automated message instead. An automated email is any email sent based on an action that your buyer or email subscriber takes, such as a click, […]
Last year, Sara wrote a blog post highlighting our client, Rush Wade 2, for their use of sharing an animated GIF via email. In another email in that campaign, they used "video" in email, too. They overlaid a big, enticing play button on a still from their video reel, encouraging users to play the full reel. In the last couple of years, video in email has continued to grow as a way to engage email subscribers in a crowded inbox. In most inbox clients (Outlook, Gmail), video won't play "in-line" […]
Sure, you know your open, click-through, bounce and unsubscribe rates, but do you know how much revenue an email marketing campaign actually generated? Email metrics are only part of the equation. What happens when a subscriber goes to your site is just as important, especially for e-commerce websites. If your website has a shopping cart, then you should be using Google Analytics tracking links as part of all of your campaigns, including email, to track what traffic that campaign drives to your site. While your email service provider tracks whether […]
You've almost definitely seen the pre-header of an email before. It's the line or two of pure text above the graphic header banner in an email marketing message. Go ahead, check your inbox. You'll find something that looks like this: Not every email has them, but they should! Ever wondered what they're for? Pre-headers have a few good uses. First, if images are turned off in the email, the pre-header ensures that your message can still be understood, without images, before your reader even has to scroll. The pre-header is […]
In a world where email marketers know the value of each email and, therefore, want to send as much email as possible, it seems unlikely. But, we still sometimes have clients who want to send, say 9 times a year. Those are their promotion windows, or they have a seasonal business. This week, a fellow email marketer asked, "I thought I'd read somewhere that it's possible to send too infrequently. How often is not often enough in email marketing?" And, she was right! My best practices recommendation is to send […]
On Wednesday night, emfluence client work scored 11 KCDMA AMBIT Awards for excellence in targeted, measurable marketing, including a Gold in each category of email, search and social media marketing!
Today, Gmail inbox users noticed appearance of a new easy unsubscribe link at the top of many promotional emails. And this is pretty good good news for email marketing practitioners.
For bank marketers, social media strategy is crucial to being accessible to customers. It’s also very different than, say marketing for Oreo or Boulevard Beer. Bank marketers need to find a way to make your Facebook campaign particularly likeable. Here’s how one of our clients did it.
There are a lot of great ways to grow your email list from pay-per-click ads to affiliate marketing to trade shows, but these are 3 quick ways to test the actual sign-up form to start increasing your email list size right away with the traffic you’re already seeing on your website.
Working on an email campaign, my stomach did that familiar little backflip it does. The Email Marketing Nightmares backflip. And I started thinking of all the email marketing nightmares that make that flip. So I thought I’d compile a list that explains why email marketers all have Send Anxiety. Enjoy!
We do a lot of subject line testing around here at emfluence, so we recently took a very unscientific poll among our staff to see how well we, professional email marketers, can choose the best performing subject lines.
Gmail announced today that they’ll be able to turn images on for all inbox subscribers by default. For email marketers, this is good news! Not only because your subscribers will be able to see your gorgeous email as you intended it — with images — but because it may lead to an increase in open rates. Here’s how…
The blogosphere may be buzzing about mobile-responsive email templates and video in email, but the bottom line is – if you want to optimize your email design to boost your open and click rates, you’ve got to know where and how your own audience looks at your emails.
Subject lines are the movie trailers of email marketing. They are a snapshot of what’s to come and should leave the audience wanting more. The difference is – subject lines usually get one shot to make their impression. That’s why I say all subject lines should be “3D”… Try these 11 tips for writing a great email marketing subject line.
A few of us marketers don’t have all our campaigns planned out just yet and Holiday Season kicks off next Wednesday. In fact, some retailers are starting this week since Thanksgiving is a little later this year! Here’s a look at the important dates for digital marketers in the 2013 Holiday season.
One of the world’s social media darlings proves why email + social = love. Pinterest has been a model user of email marketing since their first full year as a social medium. Have you ever received a Pinterest email on your phone and seen the same email on your desktop? Notice the clever shift between mobile version and desktop version? It’s a simple 2-version email…
It’s official: 2013 is the Year of Mobile. Statistics on mobile read rates for emails, social media usage on mobile devices and the market share of smart phones vs. “feature” phones are everywhere. Even our own emfluencers have asked “Is it time for responsive email design?” But, more important than trends and even best practices as email marketers consider mobile is knowing your *own* list and whether mobile or responsive email design will pay off.
Gmail has rolled out their new Inbox, featuring a tabbed (categorized) look. There are three default tabs for “Primary,” social notifications and promotions. Many email marketers’ emails will probably be classified as promotions, and so many are concerned that it will decrease open and click through rates.
Yahoo! announced that on July 15, it will be “freeing up” inactive email addresses, making them available to claim by someone new. For email marketers, in order to clean these inactive and potentially recycled email addresses off your list, you’ll have to send at least one email to them during the period of deactivation and should consider cleaning inactive contacts off your email list. Read more about how and why to clean your list.
A few months ago, an email marketing client called who had been collecting email addresses for over 8 years, and they’d never sent out an email. They ask what they needed to do to start sending, since some of those addresses would be pretty old and I answered: time for a Re-Permission Campaign. First, we had to talk about why we needed to ask permission again…
Many email marketers know now that just because you send it, that doesn’t mean it went anywhere. There are many factors that go into your deliverability – the science of whether or not your email makes it to the Inbox. Last week, a client asked us if they would automatically get a one-way ticket to the junk or spam filter if they used “free” in the subject line. They’re thinking with the right mindset – content does matter! But, luckily for promotional email marketers…