Now is the time to increase volume…..some email ideas.

Now is the time to increase volume…..some email ideas.

As we slowly drive into the Holiday season, many companies are putting the finishing touches on their Holiday campaign schedules and themes.  One thing that most eTailers do during this time of year is dramatically increase their cadence to their subscribers beginning with Black Friday and  ending sometime in the New Year.  Subscribers expect it and companies need it..but it doesn't have to start with Black Friday.  Here are some tips/ideas that you can implement between now and Black Friday to start to increase your volume now as opposed to "when everyone else is going too" 1. Send one extra email a week building the hype of your Holiday promotions. This is assuming that your organization is going to do something truly unique or spectacular for the subscriber/customer.  Anticipation emails tend to resonate with the subscriber base, assuming that it is inline with the company brand. 2. Within the next 2 weeks, send an email indicating your increased cadence during the holiday season. This...
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Figuring out the WHY and WHAT of subscriber acquisition.

Figuring out the WHY and WHAT of subscriber acquisition.

As many organizations begin planning for the 2012 year, one topic that is sure to be discussed Ad nauseam is subscriber acquisition.  It's no secret that in order to grow and sustain a successful email program, organizations need to have solid plans to acquire and retain subscribers. I have been a part of many discussions both on the client and agency side talking about ways for companies to grow their list and the discussion always leads back to 2 questions: Do you know WHY people subscribe to your program? WHAT are people looking for once they subscribe? I truly believe that you need to have both of these questions answered before sources are identified, budgets decided on or welcome and on-boarding are even discussed.  To me, answering these questions are literally the foundation for your entire program. There are some out there that will always default to the standard answers of "they want deals" or "stuff that is relevant to them", but I...
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How is Consumer Content Consumption Changing?

How is Consumer Content Consumption Changing?

We know that the amount of content available to consumers has increased dramatically in recent years. The dramatic increase in supply, combined with consumers’ ability to easily search for content through search engines like Google and Bing, has fueled a corresponding increase in consumer demand for immediate answers, i.e., content. If we focus on the digital landscape, I believe we can identify four primary modes of content consumption: 1) On Demand Consumption Consumers expect to find information quickly. Any question, anywhere, and at anytime. This could be as trivial as answering a friendly debate about who to the Yankees in the American League playoffs in 1981, to questions about the best solutions to a problem, to questions specific to your brand or product. The marketer’s role in this scenario is to anticipate the questions people are likely to ask related to your brand, your products, and the problems your brand or products solve. Once these fundamental questions have been identified, brands face the challenge...
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Why Email Is The Ultimate Battle Test For Marketers

Why Email Is The Ultimate Battle Test For Marketers

The email inbox is a competitive place. Success is not only dependent on stacking up favorably against your competitors in the marketplace; it is dependent on stacking up favorably against every other brand in the inbox. Historically marketers have been trained to evaluate competitors selling the same types of products or services. Under Armour looks at Nike. Target looks at Walmart. You get the point. The problem is that consumers don't look at their inbox in the same way. Their decision is not whether they should open the Gap email or the American Eagle email, it is whether your email is worth the energy and time it will take to digest the message you have sent them. The same could be said for all forms of marketing. We know consumers are barraged with marketing messages. However, the difference with email is the immediate feedback it provides -- feedback in granular detail -- on the effectiveness of the messages we are providing to consumers. We can...
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