Crowd Favorites from the Swipe File: March 2014
Posted on April 9, 2014
We pin tons of inspiring digital marketing examples to our Swipe File pinboards on Pinterest every month. And each month you tell which ones most inspired you by repinning and liking them.
Here are your favorite pins among the ones we uploaded last month:
The Email Swipe File’s crowd favorite was…
The Clymb >> well-crafted welcome message >> View the pin
>> Browse the Email Swipe File
The Audience Growth Swipe File’s crowd favorite was…
Sony >> promotional emails used to drive interest in their Pinterest boards >> View the pin
>> Browse the Audience Growth Swipe File
The Social Swipe File’s crowd favorite was…
Uniqlo >> never-before-done Pinterest takeover campaign >> View the pin
>> Browse the Social Swipe File
Help determine this month’s crowd favorites by repinning and liking the Swipe File pins that inspire you most.
Posted by Chad S. White
My Dreamforce Presentation: The Good, the Bad, and the Best
Posted on November 26, 2013
Last week I had the pleasure of speaking at Dreamforce, the world’s largest software conference, about email marketing best practices. My presentation discusses eight email marketing practices and shares real-world examples of good, bad and the best executions. Thanks to all of you who attended.
You can watch my presentation on YouTube or you can flip through my slides below. You can check out all the keynotes and other video recorded sessions from the conference on the Dreamforce YouTube Channel.
Posted by Chad S. White
Audience Growth Swipe File Debuts: Ideas to Reach More Consumers
Posted on November 6, 2013
Growing your audience in a thoughtful, methodical way across email, social and mobile channels has become a business imperative. To help inspire you to make the best use of your existing owned, earned and paid channels to build your proprietary audiences, we’re pleased to announce the launch of the Audience Growth Swipe File.
Just like our Email Swipe File and Facebook Swipe File, our latest Swipe File pinboard on Pinterest is full of great examples to inspire your marketing efforts. On it you’ll find noteworthy and innovative examples of a wide range of B2C and B2B brands growing their audiences with in-store signage, kiosks, product packaging, email messaging, menus, posters…and much more.
Some of my favorite pins so far include a Barbara’s Puffins cereal box, Supercuts poster, and the unconventional placement of this Bed Bath & Beyond text-for-coupon sign.
>> Check out all the Audience Growth Swipe File pins
Posted by Chad S. White
Case in Point: Why You Should Audit Your Signup Process
Posted on September 25, 2013
Doing process audits may seem like a waste of time. After all, you probably won’t find anything major and there are lots of other things on your to-do list. But then again, you might indeed find something major and be super thankful you took the time to investigate.
Last month, I released the Email Opt-In Audit Imperative infographic that details research showing that more than a quarter of email signups that occur via the homepages of major B2C brands are not honored or experience significant delays in being honored. Since your most valuable email subscribers sign up via your website, these results are worrisome. And your homepage is just one of probably more than a dozen ways that subscribers join your list, so there’s potential for many more process breakdowns that could be slowing list growth.
Exhibit A: Just a few weeks ago I received an email from Lands’ End with a subject line saying that it’s “Been too long!” Typically that’s the kind of language you’d see in a win-back email where a subscriber hasn’t engaged in a long time, but in this case this was the first email Lands’ End had sent since their welcome email more than 6 months earlier.
It appears that they uncovered a glitch in their signup process whereas email addresses weren’t getting added to the active list properly, and this email was their way of rebooting the email relationship. I don’t know how long the glitch persisted or how many subscribers were affected, but I suspect there was a very significant opportunity cost associated with it.
Exhibit B: Lowe’s experienced something very similar a few years ago. In January of 2011, I received an email from them with the subject line “Sorry we are a little late, but great values like these are worth waiting for.” The account where I received this email was used to subscribe to Lowe’s emails more than two years earlier, and I hadn’t received any emails from them until this one.
Exhibit C (added 10/16): Northern Tool had a nearly identical experience as Lands’ End. It also took them more than 6 months to honor my opt-in. Their first email went much lighter on acknowledging the problem and apologizing. They choose to only mention it briefly in the preheader, but they did add a prominent unsubscribe link, wisely recognizing that after such a long delay that some folks might not be interested anymore.
Kudos to these brands for discovering these problems, taking actions to fix them, and reaching out to affected subscribers. My experience has been that the vast majority of these signup breakdowns go undetected for years or get fixed unknowingly when updating or upgrading systems.
Make sure that you’re not missing out on valuable list growth by auditing all your email acquisition sources—and if you can do it ahead of the holiday season, then all the better.
Posted by Chad S. White
New Research: Numerous Emails Unsent Due to Opt-In Breakdowns and Delays
Posted on August 21, 2013
In our new report, Retail Touchpoints Optimized, we found that 16% of retailers did not honor opt-ins and another 9% took more than two weeks to honor opt-ins that took place via their homepages. Consumers who sign up for email via your website are consistently your most valuable subscribers, so these breakdowns and delays are very costly.
To help quantify the opportunity cost of these problems, we are going to compare the average monthly volume among 106 top online retailers to the number of emails they sent during the first 30 days following signup by various groups…
>> Read the entire post on the ExactTarget Blog
Posted by Chad S. White
Turn Challenges into Opportunities with Retail Touchpoints Optimized
Posted on August 16, 2013
Retailers face distinctive challenges throughout the customer lifecycle, but with every challenge comes an opportunity. Start using your marketing challenges to your brand’s advantage and break through the noise and clutter.
In Retail Touchpoints Optimized, we’ve broken down the retail customer’s lifecycle into five touchpoints—acquisition, onboarding, promotion, abandonment, and post-purchase—and explained cross-channel strategies to implement during each touchpoint. This report also contains new research on the data collected on retailers’ email opt-in forms, the content of retailers’ welcome emails, the number of emails sent to subscribers during their first 30 days post-opt-in, and much more.
>> Download Retail Touchpoints Optimized
Posted by Chad S. White
Infographic: Email Opt-In Audit Imperative
Posted on August 5, 2013
There are now many more ways to grow your list of subscribers than ever before, but the downside to that is that all those additional sources of subscribers have created a lot more complexity, which can make it difficult to see how each is performing and to see problems when they arise.
In a “tip of the iceberg” research study, we tested the homepage email signup process of more than 160 B2C brands, including retailers, restaurants, manufacturers, travel and hospitality, and nonprofits. For most brands, this is their best source of high-quality subscribers, so the breakdowns and delays that we discovered there are likely an indication of more troubles beneath the surface—and untapped opportunities to improve list growth.
Posted by Chad S. White
Watch ‘The Good, the Bad, and the Best’ Webinar
Posted on May 31, 2013
If you missed my webinar, “The Good, the Bad, and the Best: Practices for a Post-Wild West Email Marketing World” earlier this week, the slides (with notes) and a recording of the hour-long webinar are now available.
View the slides on SlideShare >>
Watch the webinar recording (registration required) >>
Adopting email marketing best practices isn’t about ticking boxes. It’s about execution. During this webinar I discuss a variety of best practices and share real-world examples of brands with good, bad and the best executions. Topics covered include signup forms, welcome emails, mobile-friendly emails, preheaders, personalization, unsubscribe pages, and more.
Posted by Chad S. White
Nothing in Email Marketing Is ‘Set It and Forget It’
Posted on May 9, 2013
If ever there was a channel where “set it and forget it” thinking doesn’t work, email marketing is that channel. Things are always changing and marketers have to keep up. My favorite indicator that marketers are falling behind is old copyright dates.
While some brands now automatically update these dates, you may consider manually updating them as a way to force yourself to go in and actually look at your promotional email template, triggered emails, preference centers, and other landing pages at least once a year. Reviewing these more frequently—like every 3-6 months—is best, but once a year is better than having them slip through and go unchecked for two or more years.
For instance, CNN requires that people register with their site in order to receive emails and participate in the CNN community and part of that process includes an opt-in confirmation request email. That email carries a copyright of 2007—which means that it hasn’t been updated in five or so years. That’s a lifetime in the world of email marketing and it shows in this email, which doesn’t have the current CNN logo and could benefit from sharper copy.
Carrying a 2009 copyright, Crutchfield’s welcome email has also been forgotten for too long. Its logo and navigation bar are both out of date. And while the copy was really good for 2009, it could be doing more, especially considering all the excellent new content and social efforts Crutchfield now has at their disposal.
LifeWay’s email signup confirmation page carries a 2011 copyright and could also benefit from some updating. The page squanders the opportunity to further engage new subscribers by not offering even a single call-to-action or doing any additional expectation setting for their email program. Suffering from a bad case of Back Alley Syndrome, this lonely page doesn’t even have Lifeway’s standard website navigation bar or footer.
Make sure you’re reviewing your email templates, triggered emails, and landing pages on a regular basis by first taking an inventory of all your different assets and then creating a schedule for regular reviews of each one.
Posted by Chad S. White
Attracting 1-Year-Old and 113-Year-Old Subscribers
Posted on May 7, 2013
Brands spend a lot of time scrutinizing their checkout process, whether they’re retailers or nonprofits accepting donations. They know that unnecessary friction in the process means frustration for their visitors, lower conversions and fewer repeat purchases. That same scrutiny should be applied to email signup processes since an email subscription is worth a lot of money.
ExactTarget examined email subscription processes of more than 160 B2C brands—including retailers, restaurants, manufacturers, travel and hospitality, and nonprofits—and found plenty of unnecessary friction. One area that is emblematic of the kinds of opportunities that brands have to make their signup process smoother is the dropdown menus used to collect year of birth.
For example, Boden’s email opt-in form starts with the current year. Clearly they don’t want 1-year-olds on their email list, so it makes sense to start with an earlier date so that older would-be subscribers have to scroll less. As it currently stands, anyone over 18 (born before 1995) would have to scroll to select their birth year—and for J. Jill that likely means that the vast, vast majority of their subscribers had to scroll.
Similarly, AutoZone’s dropdown menu started with the year 2011 and J. Jill’s with the year 2009, as if 2- and 4-year-old subscribers are acceptable.
At the other end of the spectrum, Applebee’s and Tide’s opt-in forms were deferential to the oldest living people on the planet, starting their dropdown menu with the year 1900 and making those born in 1929 and later scroll. For someone in their 30s or 40s that meant a lot of scrolling.
While those brands make would-be subscribers work a little harder to sign up for promotional emails, Wine.com is clearly paying attention to the details. Their dropdown menu starts with the year 1993, the earliest year that you could be of legal drinking age. That’s smart.
And although many brands like Wine.com ask for their subscribers’ date of birth for legal and compliance reasons, it’s wise to couch the request as an opportunity for the subscriber to get something in exchange for this data. DailyCandy does a good job on their opt-in form of explaining why they need your birth date while answering the question every subscriber is asking themselves: “What’s in it for me?”
While this may all seem a little picky to some, consumers get hung up on the details, so you should sweat the details. Less friction in your signup process means more visitors convert into subscribers, which means a more successful email marketing program.
Posted by Chad S. White
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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