Reactivate Your Inactive Subscribers Fast

Reactivate Your Inactive Subscribers Fast

Do you have a higher number of active subscribers than inactive subscribers? If your inactive list is overflowing, it represents opportunities you can leverage for improving your email marketing results. Read on to find out why not all is lost when your subscribers become inactive. Fact: It’s not uncommon for brands of any size or industry to have email subscribers who aren’t engaging. However, it’s our job as marketers to not only grow your database and engage active users but to also leverage reactivation campaigns in order to engage those who have become inactive. “It’s Not You; It’s Me” Why are the users inactive? There are several potential reasons: Change in email address/dormant email address Lack of interest from subscriber/engaged by a different brand Desire different service/product due to change in the customer lifecycle Inability to receive your email (soft or hard bounce–check your delivery rates, too!) Overwhelming amount of email in their inbox Signed up for one reason in particular but began...
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Better Target Your Customers Using Behaviour-Based Insights

Better Target Your Customers Using Behaviour-Based Insights

Understanding human behaviour and what drives consumers to engage with a brand is a goal all marketers share. However, according to a 2016 survey conducted by Econsultancy, while 76% of marketers were implementing basic segmentation, only 15% of marketers were using behavioural targeting. (This data is based on web activity.) This suggests that the majority of marketers have a ways to go before they are optimally targeting their customers. Defining Behavioural Targeting While the majority of marketers limit their segmentation to customer demographic data such as gender, age, and geography, leading marketers are taking it a step further and demand a more comprehensive, psychographic profile of their customers. Behavioural targeting advances a marketer’s scope by providing data segmentation based on customer behaviours, giving marketers the ability to organize customers based on variables and preferences related to their previous online activities. Marketers can leverage this data and establish specific steps of action for different customers. Essentially, data enables marketers to build digital profiles to reach...
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Personalization Is Not A Strategy

Personalization Is Not A Strategy

Why True Personalization Takes People, Process & Platform A Partner Post from Cordial We all know the drill: Every year, an analyst proclaims that email is dead. But even after almost four decades, email remains an essential revenue driver for businesses. In fact, email continues to maintain a median ROI of 122% — over four times higher than other marketing formats including social media, direct mail, and paid search according to the DMA and Demand Metric. While email definitely isn’t dead, the conventional way of sending email is. For years, marketers have assembled their audiences, built, and sent messages using a “batch and blast” strategy. Batch and blast email is the workhorse of the modern marketing stack. To this day, it represents the vast majority of email campaigns sent each year. Batch emails are relatively inexpensive to produce and allow marketers to communicate with large groups of people very quickly. The caveat is that consumers are now exposed to so much media that they...
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74 Segments Gets You To The Back Of The Email Bus

74 Segments Gets You To The Back Of The Email Bus

74 Segments Gets You To The Back Of The Email Bus When I was young, the cool kids sat at the back of the bus.  They would do all sorts of cool things according to us kids who were not invited back there.  In fact, we all thought that they were better than us and they were reaping some rewards that we could never get.  Truth of the matter is, they got to school at the same time, technically were the last to get off the bus, and 35+ years later it doesn’t really matter anymore. Last week during a conversation with a colleague of mine, we started to discuss segmentation. After several rounds of posturing, she ended up spilling the beans that her program has 74 segments which included customers and non-customers (along with all of the email engagement tiers). After I cracked some smart ass joke about the sheer number of segments, I asked her “why so many?”  Her answer...
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