Email marketing is the communication glue within your digital marketing and all of this communication is trackable.
Tracking gives you the ability to understand the journey between the message and the call to action, which means that you can give this journey a value.
With this in mind, reviewing success or failure is critical so that you can affect the change in your campaigns and the actual value those campaigns are bringing.
There are many considerations when harvesting the email address of your customer. How much information do you ask for? How hard do you push the sign-up? What do you include in a welcome email?
For luxury brands, the purchase decision is surely all about education and information. Giving those moneyed customers knowledge of new lines and must-haves will keep them returning, in fear they're missing out.
Most luxury brands sell 'lifetime' pieces, and so to hook the customer ahead of your competitors, every word of your comms should entice and exude the charm of a private members club.
Here's how some of the most searched for US luxury brands do email welcomes.
We've already produced some handy round-up posts on ecommerce, content marketing and social media: now here's the email flavour.
Here you'll find lots of best practice tips, email campaign reviews, reports and more, taken from the last 12 months of Econsultancy output. Do favourite it, won't you? And if there are any other resources or tools you like, feel free to add them to the comments below.
I can understand why those more insulated from the coalface of email marketing may get confused with the seeming reluctance of some email marketers to increase their email frequency.
Taking a detached view of the numbers, might lead some to suggest that purely increasing the amount of emails you send to your list could increase your revenue.
This can sometimes work, and as long as you are closely monitoring open/click rates and engagement metrics like response recency, you could be OK.
When upping frequency, inbox 'placement' also needs close monitoring, as it can lead to less engagement and by default ending up in the junk folder.
The coalface marketer knows this, and it is this knowledge of the possible implications of over-mailing that hold many back.
RS Components distributes sometimes cool and sometimes boring electronic and industrial components.
Last week I attended Responsys Interact 2013 and listened to Harriet Mitchell, Ecommerce Behavioural Marketing Manager at RS Components.
Later that day, RS Components won the Email category at The Digitals, and so I thought I’d share the how, what and why.
Putting the customer at the heart of your organisation’s strategy has long been the elixir to business success. It seems obvious, doesn’t it, especially as we’ve had CRM systems in place for more than 10 years now?
However, at a recent event in London hosted by Celerity, data & CRM specialists, big players sat around the table and agreed it was still an aspiration and ever elusive goal for many.
It was recognised that CRM systems that combined digital, mobile and social data alongside traditional touch-points were outstripping those that didn’t.
Names such as Domino’s Pizza, Starbucks and first direct were obvious brands to cite that have cracked the customer service game thanks to their combined approach.
CRM strategist and consultant Andrew Campbell is the author of our recently published Customer Relationship Management in the Social Age Best Practice Guide.
Here, he answers some questions about social CRM and other topics covered in the guide.
Online Marketers spend huge sums on paid-for media, much of it driving orders from existing customers who also reside on the organisations email list.
There are enormous gains to be made by from investing in CRM via email for the long term.
Big news recently from Facebook: companies can now link their customer data, including phone numbers and email addresses to those provided by people on Facebook.
It mightn’t seem like much, but this move, initially for ad targeting only, could be huge.
Facebook has made it even easier for fans to interact with brands - at least the brands that are willing, staffed to handle the increased engagement, and of course have the feature enabled and turned on.
Message, a feature that was introduced to the world immediately following fMC in NYC on February 29th, provides a way for brands to engage in one-to-one conversation with the consumer.
The brand is able to surrender the megaphone and in turn, receives the consumer’s attention and honesty with trust being the desired outcome.