Learn how to shift your automated email marketing into hyper-drive by pre-defining 5 key segments based on fine-grained customer information and behavioral data
Email marketing has long been a cornerstone of any successful eCommerce operation, and, in much the same way, where email campaign segmentation and hyper-personalization were once considered optional, that is no longer the case. Together, they have redefined the rules for building automations, dramatically increasing the relevancy of automated campaigns to online shoppers. With this in mind, you would do well to include both types of activities in your email marketing playbook, lest you lose out on customers and leave money on the table.
Segmentation and Hyper-Personalization - Undeniable Benefits, Hard to Master
To drive home the point, consider the following: DMA (Data & Marketing Association) study found that segmented emails can generate up to 58% of all email revenues,…
With over 100 soft-drink variations catering for every type of regional taste, for 132 years, Coca-Cola has remained the world’s benchmark leading soft-drinks brand
Now that ‘soft’ image is about to toughen up with the brand venturing into ‘hard’-alcohol beverages.
The brand is set to launch a boozy version of its beverage in the shape of a Japanese alcopop. The new drink will join the “Chu-Hi” range of canned sparkling flavoured drinks that are especially popular in the region. Sold in most local supermarkets and widely available from vending machines, “Chu-Hi’ is an amalgamation of the words “highball” (a mixed drink) and “Shochu,” (a spirit distilled from rice barley, sweet potatoes and other ingredients). Chu-Hi alcoholic content ranges between 3-9% proof (which saves producers from paying the higher taxation given to stronger drinks).
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Choosing the right tools and metrics for ABM success
GIVE ME DATA!
Much like every other area of marketing nowadays, there’s a decent amount of number crunching involved in an account-based marketing (ABM) campaign. Throughout the whole process, you’re going to be learning about your accounts through analysis and measurement.
Figuring out how to analyze in an ABM context and which metrics to manage are two common hurdles that ABMers face when they’re executing a project.
With that in mind, I’m going to go into some of the tools you can use to get you the data you need to make the right decisions - the ABM rockstar metrics you absolutely must measure and what you should do with them. Here goes...
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Analytics
We already…
Chart of the day: Students don't think marketing offers the best career opportunities
Marketing has an image problem, we could struggle to hire the best talent if we don't position the industry better. According to a survey by Marketing Week and Unidays, just 3% of students believe marketing offers the best career opportunities when compared to business, finance, IT and other industries.
Students believe that medicine offers the best career opportunities but only 3% believe marketing does. The impact for marketing could be profound, marketing needs highly talented people not just from a creative point of view, but an analytical and technical point of view. We know that many businesses lack both marketing strategy and hands-on elements such as a lack of marketing automation skills. Marketers need to sell their career better.
A marketing degree was rated the lowest for setting students up for…
Unsure about how to use Google Analytics? Need some guidance on how to navigate around it? Learn how to set-up a GA demo account
Jill Quick originally wrote this advisory for our blog in July 6th 2016 based on a briefing with Google.
A while back Google launched a new string to their analytics learning bow. A fully functioning Google Analytics account that anyone with a Google account can access. This is a wonderful education tool for any marketer, or business owner, who wants a better understanding of how to use Google Analytics.
One of the problems my clients and delegates face when I deliver training on Google Analytics is a real-life example. Something to play around with, learn from and use to back up your measurement plan to educate your team on the insights they could be getting and showing your boss what your time and budget is paying for, especially…
Churn is a growth and revenue killer but it’s not something that occurs when the customer is abandoning you.
It is a customer lifecycle problem, which should be tackled throughout your entire relationships with customers (and even before they start).
In this post, we are going straight to the battlefield and explore low-cost, actionable ways to combat churn and boost the growth of your SaaS business.
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1. Optimize your targeting
If you’re acquiring new customers at a fast pace but aren’t keeping them in the long run, your offer may not be the right solution for the people you’re targeting.
Focus most of your marketing campaigns on your ideal customers - people who apriori look for the benefits that your product is able to give them.
Study…
Chart of the Day: New research shows the dynamics of digital marketplaces
When creating a digital marketing strategy, it's important to use the analysis time to accurately understand the dynamics of your digital marketplace. In my articles and visuals on digital marketplace analysis, I show how a methodology for summarising the online marketplace from a customer perspective through creating a marketplace map. The example map from ZenithOptimedia in that article shows a practical tool to summarise opportunities to interact and influence with consumers through their customer journey.
How important are brand Ecommerce stores?
One of the significant business model developments facilitated by the Internet is that brands can now sell direct to customers (sometimes know as a the direct-to-consumer D2C business model) either through their own site, e.g. the Nike.com Ecommerce store, or through marketplace stores on Amazon or eBay.
This new insight compares the relative popularity of these marketplace options for consumers and…
Why do your Facebook, Google Analytics, AdWords and Bing display entirely different numbers? It’s called Data discrepancies
Data discrepancies are very common, and misunderstanding them will lead you to the wrong conclusions. But there’s good news: we've finally solved them to give you simple explanations about each discrepancy type and how to deal with it.
Keep reading and learn how to identify data-discrepancies and how to get the correct numbers.
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Your marketing efforts and budgets eventually all lead to one thing - your company’s goals. You want to be on top of each new sign-up, subscriber or visitor, and every bit counts. The problems arise when your different marketing or analytics tools each report a different number of conversions and visitors. Numbers from Facebook, Google…
Messenger apps have a bigger audience than social networks. Here is how to reach them.
Messenger apps are big. The top four messaging apps - Facebook Messenger, WhatsApp, WeChat, and Viber - now claim nearly three billion monthly active users combined, which is more than the combined active users on the world's four largest social networks (source: BI.com).
Brands understand that one of the key ways of being increasingly relevant to customers is to be where they are; more specifically, communicate where their customers communicate. This of course was a key reason why many early-mover brands began to shift budgets away from TV and towards social networks. Fast forward to 2017, and being ‘where your customers are’ means focusing on one-to-one chat apps like Facebook Messenger and China’s WeChat. Indeed, in terms of the latter, users can not only use the app…
A website video is just the tip of the branded-content iceberg
Gone are the days when a single video on your website would help you stand out. Brands have been using video content to capture the attention of consumers for decades. Perhaps a friendly lizard and a slightly annoying duck come to mind?
The concept of the company website itself emerged in the mid-90s, and by the turn of the millennium, it had become a basic requirement for anyone running a business. What began as a novel way to explain what your business offered is no longer enough. Today, in addition to a website, you must develop a strong presence across multiple social media channels and a well-orchestrated content marketing strategy to help you share information and engage prospective customers and clients.
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