Dec 23, 2014
Once customers stop engaging with your messages, it’s easy to pass them off as inactive. In an effort to preserve your sender reputation, you likely pluck these addresses from your lists and leave them to gather dust within your inactive file. Often, though, there is more to the story than meets the eye.
You customers’ interests and needs will change over time. While prospects may eagerly open sales messages early in your relationship, their engagement may dwindle post-purchase. Why? Because you’ve satiated this initial need, and you need to target your messaging toward other desires. If your email messages don’t correspond to the particular lifecycle stage your customer is in, your customers will have little to no motivation to read your emails.Read More ❯
Dec 17, 2014
As marketers, we’re perpetually working to better understand our audiences. Regardless of the size of your company, a better understanding of your audience leads to meaningful engagement—which leads to greater revenue per customer. However, understanding your customers requires a great deal of information, including data you may not have on hand.Read More ❯
Dec 12, 2014
This week, I flew to beautiful Park City, UT, to attend MediaPost’s Email Insider Summit. It was a fantastic experience filled with rousing discussion, thought-provoking presentations and, of course, a little skiing.
On Tuesday, I was fortunate enough to lead a panel on a topic I, and the rest of the TowerData team, have been exploring more in depth over the past several months: how do companies appropriately manage email frequency? How do we, as marketers, achieve a healthy balance that keeps customers engaged while driving down unsubscribe rates and spam complaints?
The panel, composed of Jeff Carl (Angie’s List), Sarah Lessem (Aon), Omer Navaid (Cars.com) and Shanon Strahl (Zoro), offered insight into their own practices and we discovered three valuable points.Read More ❯
Dec 11, 2014
The first day of MediaPosts’s Email Insider Summit was nothing short of inspirational. Girl Scouts of the USA shared the recent launch of Digital Cookie, an online component of the Girl Scout Cookie program, and how the iconic brand plans to expand engagement through email marketing. We also heard from giants such as Amazon, Coupons.com, Ebates, Dell and other brilliant minds within the digital sphere on plenty of buzz-worthy topics including how to develop an emotional connection and using responsive design.Read More ❯