A creative subject line choice boosts clicks 228% for Money Dashboard
In this example, the email was gave uplift when targeting an inactive list segment and the winning subject line was itself being pitted, in an A/B split test, against a previously strong performer. So this was not an easy win against a poor subject line. It also shows the power of a creative approach to devising subject lines.
Re-engaging inactive customers is an important element of all email strategies.
Money Dashboard email marketing campaign case study
As this case study shows, the gap between good and great for inactive customers is wider than for active customers.
The details below include how it was done and a drill down into the performance difference between active and inactive customers.
Money Dashboard is a superb free online solution that keeps track of your…
Customers have similar traits but are not all alike and should not be spoken to with a single message in the same manner and tone. This was initially looked at in an earlier article ‘Talk to your customers or talk to your customer?’, but once the need to communicate with and not at all your customers is understood, providing different messages/offer/content using surface level details is a tempting approach, for example splitting the message by gender and/or age group.
This approach assumes that the surface level details represent the best groups of customers which will not always be the case. Looking at the sand in the first image at first glance all the grains seems to be identical with some obvious differences becoming apparent when a more detailed…
Plus techniques that can boost retailer loyalty
This new research from Emarsys explores the well-known thinking in marketing that it costs a lot to acquire a new customer, yet many will make a single purchase and not purchase again. A repeat purchase, on the other hand, costs far less than acquiring a new customer, estimated at between 4 and 7 times less.
Despite this 'truism', many brands are failing to develop true loyalty according to this research. Although brand marketers talk about loyalty, this research show that few consumers have true loyalty. The implications? Measure loyalty to understand how your brand rates and the factors that drive or prevent loyalty.
What's the reason behind this lack of loyalty? Well, marketers need to research this for their business, but it seems that poor communications is one reason...
If we get our email marketing or other…
Who uses Snapchat by age, gender and country?
Do you think Snapchat is a 'fad'? Not so, particularly amongst the younger audience. There are now 400 million snapchats sent every day!
This Snapchat infographic from GlobalWebIndex shows that the UK and United States rank amongst the top 3 countries for usage, as it's popular amongst the 16 - 24 year old 'snapchatters' who are multi-connecting across social media platforms.
As we highlighted last year, savvy brands targeting younger audiences are trialling Snapchat in marketing campaigns to connect with their youth audience.
If you're still not sure how Snapchat works, watch this Youtube video which shows you the latest features.
…
A review of key features in LinkedIn
Although B2B marketers tend to focus more on reaching and interacting with their audiences on LinkedIn, this infographic reminds us that there are opportunities on Facebook too.
The infographic from Marketing Mojo explains some of the basics when it comes to weighing up options for advertising across LinkedIn vs Facebook. For more advanced users, refer to our social media hub for LinkedIn and Facebook features.
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Exclusive excerpts from Chad White's new book
You don't have to be...ahem...nearing 50 to struggle to keep up with all the changes in digital marketing. (In fact, life becomes a lot more relaxed once you accept you can't.)
It's why guidelines, frameworks and similar play an important role in ensuring your marketing is based on solid foundations.
For email marketers, Chad White provides those foundations in the 120 best practices contained within the 2nd edition of his "Email Marketing Rules" book. The new edition also has additional chapters explaining the interactions and synergies between these best practices.
Obviously some of those rules cover basics like "Don't buy email lists", but Chad kindly allowed me to pull out other rules that many marketers neglect in the rush to write the next subject line.
1. "Focus on maximizing the value of a subscriber, not on maximizing the results of…
Facebook plans to filter out "promotional posts" in the News Feed from businesses and brands from January 2015
Importance: [rating=5]
Recommended Link: Facebook announcement: Facebook's overly promotional page posts in News Feed
Getting your brand status updates to reach your fans is becoming more of a challenge as Dan Bosomworth recently noted in this post on techniques to increase organic reach in Facebook.
This new change which Facebook say is due to research where their Fans told them that were looking for more personalised posts in their News Feed from friends and 'those they cared about', with less promotional content. Their alert says:
'What we discovered is that a lot of the content people see as too promotional is posts from Pages they like, rather than ads', according to Facebook.
Of course the cynics amongst you will think this might have something to do…
Will 'Facebook at Work' reduce the power of LinkedIn?
Importance: [rating=5]
Recommended link: Facebook at Work
This is an interesting development, particularly for B2B marketers, but also for all of us who use LinkedIn to progress our careers and seek jobs!
The development has not been widely reported other than in an FT.com article from 16th November which described the forthcoming new service like this:
"Facebook is secretly working on a new website called “Facebook at Work”...
The Silicon Valley company is developing a new product designed to allow users to chat with colleagues, connect with professional contacts and collaborate over documents, competing with Google Drive and Microsoft Office, according to people familiar with the matter.
The new site will look very much like Facebook – with a newsfeed and groups – but will allow users to keep their personal profile…
A 40 point checklist for marketing with Instagram
With over 20% of Internet users with Instagram accounts, it could pay to take a closer look at Instagram, particular for consumer marketing. If you are a new adopter of Instagram for marketing or seeking reassurance you are using Instagram correctly, this efficient Instagram marketing infographic summarises the basics well. It covers ensuring your profile is up to date, through to engagement techniques with mentions, visual content (photos and videos) and how to manage Instagram campaigns.
You can also check out our Instagram Marketing Hub and guide for more in-depth information on how to improve your marketing.…
7 key email strategy questions every email marketer should be able to answer
Company owners and marketing directors won't want to get into the details of your email marketing like your click-to-open rates or your deliverability. But in my experience, they will often know the important questions to ask . Here are 7 tough questions that as an email marketing specialist you should be able to answer, plus my suggestions of how you should answer.
7 key email marketing questions
Q1. How do you manage our email strategy?
Good answer
Strategy is determined by a review of all opportunities to improve our email marketing based on marketing objectives. Each opportunity is reviewed against all others rather than trying to evaluate improvements in isolation. As resources are limited, we balance effort between activities that will bring fast return and those are of part of long-term vision and require more investment. Business and revenue value is predicted wherever possible to…
