Posted on August 27, 2013
ExactTarget’s Email Swipe File on Pinterest now has more than 200 pins of inspiring emails and landing pages. To celebrate this milestone, we’re giving away 10 print editions of The Best of the Email Swipe File, which highlights the 20 examples from the pinboard that we most hope you’ll steal, test, and make your own.
Winning is easy. Just…
1) Visit the Email Swipe File on Pinterest and add a comment to the bottom of your favorite pin, explaining why you think it’s awesome.
2) Then let us know on Twitter with a tweet that includes a link to the pin and the hashtag #ETSwipe.
The first 10 people to tweet win!
Posted on August 23, 2013
In the first of our four Holiday Retail Design Tips videos, I talk about using your email design to send a clear signal to subscribers that it’s time for them to start their holiday gift buying. A big part of that is creating a holiday header—that is, adding seasonal imagery, messaging and links to your header and navigation bar.
To spark some ideas around all the design possibilities, I’m sharing the holiday header designs that 10 retailers used last holiday season, as well as their pre-holiday headers so you can see just how they were changed. For instance…
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…
Posted on August 20, 2013
I’ve jumped on the SlideShare bandwagon. I’ve uploaded several presentations and infographics, as well as an exclusive except from Email Marketing Rules. I’m only sharing content that I produced or made significant contributions to, so if you’d like access to all the cross-channel goodness that ExactTarget produces, check out ExactTarget on SlideShare.
I’ve also somewhat reluctantly joined Google+. It seemed like it was finally time. If you’re on Google+, circle me—and let me know what you like best about it. Perhaps I have been unfairly biased against G+.
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.
Posted on August 15, 2013
Holiday email campaign planning is in underway. To help you with your email designs this holiday season, Andrea Smith, Design Lead for Content Marketing & Research, and I share tips in these four short videos:
Create Holiday Email Templates
Retail stores deck out their stores with festive displays to signal to shoppers that it’s time to start buying gifts. In this video, I discuss how you can send that same buying signal with a holiday makeover of your email template and share a couple of examples from retailers last year.
Send Mobile-Friendly Campaigns
If you’re not already employing mobile-friendly email campaigns, the upcoming holidays are a smart time to invest in and test out a more optimized approach. In this video, Andrea talks about targeting key shopping days for mobile-optimized design and shares past statistics to prove that it’s critical.
Communicate Customer & Gift Services
While many of your subscribers will be on the hunt for great holiday deals, some will use your emails to stay on top of order-by deadlines, store hours, gift wrapping, and other service-oriented information. In this video, I talk about how best to provide this information and share three examples from retailers last holiday season.
Focus on Simplicity
This year, it’s especially critical to focus on simplicity in email design as digital channels overwhelm consumers. In this video, Andrea shares three key ideas for keeping your messages short and helpful.
Posted on August 13, 2013
In a risky move, more and more marketers are asking their Gmail subscribers to relocate their emails from their Promotions tab to their Primary over the past couple of weeks. I say “risky” because the decision to make this request is based on inadequate information and false logic. Let me explain…
Posted on August 8, 2013
One of the great things about Kindle Books is that Amazon tells you the passages in your book that have been highlighted by readers the most. I was fascinated—and very pleased—by the passages that readers are finding most important and wanted to share them here.
The 5 most highlighted passages of Email Marketing Rules:
5. “Relevance means sending subscribers emails they routinely find valuable or engaging.” (Tweet This)
4. “The key is to avoid a campaign-by-campaign mentality when looking at data, because that can cause you to misunderstand how subscribers are reacting to your overall messaging and to unintentionally make campaign-specific decisions that reduce the overall effectiveness of your email program.” (Tweet This)
3. “The control that consumers have over these new channels is increasing the expectation of control that they have when using email.” (Tweet This)
2. “Marketers earn access to inboxes through permission and maintain it by sending valuable emails.” (Tweet This)
1. “Best practices are those practices that generally produce the best results or minimize risk.” (Tweet This)
The three top passages are all from the introduction, which you can read on Amazon using their LOOK INSIDE feature by clicking on the book cover.
Posted on August 7, 2013
Every month I’ll be previewing holiday email marketing activity for the current month, as well as reviewing last month’s, as laid out in our 2013 Email Marketing Holiday Calendar.
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.