Jordan Elkind says, “How would you describe your store’s ideal customer? Would you be able to map out where they came from, how they ended up on your site, and what products they first purchased? Finding answers for these sorts of questions can help your team understand which new customers are the best to acquire, but surfacing the answers to those questions can be hard. The number of data points that a marketing team can bring to bear continues to expand, and it takes time to know which variables to focus on. It’s easy to get bogged down in this process and let valuable customer information... [...]

Erin Hogg says, “Balancing promotional content with brand affinity content is a challenge — how can you meet your business strategy with promotional emails but not overwhelm subscribers? How can you create an experience that is unique to your brand and builds awareness and loyalty with customers? Learn how national restaurant collection Mellow Mushroom goes the extra mile with email marketing, serving up artistic and customer-centric messaging and content for subscribers to devour as well as infusing promotional emails without tipping the balance”. Brand Affinity: Mellow Mushroom builds... [...]

Erin Hogg says, “Implementing basic segmentation to personalize emails is a great beginning to achieving relevancy. Finish Line was off to a running start, but how could the marketing team turn that run into a sprint and break away from the competition? Learn how the team took its basic segmentation practices to turn Finish Line into a champion with highly personalized, multichannel messaging, unifying email, on-site and mobile messaging, social media and display ads. This effort earned Finish Line the Email Awards 2015 Best in Show and will be presented at Email Summit 2015 by Aaron Buchanan,... [...]

Courtney Eckerle says, ““We started to read about companies doing all this great targeted marketing. We realized we really should be doing more of that,” said Andrew Jacobs, Director of Ecommerce, JAM Paper & Envelope. The ecommerce team at JAM Paper applied underutilized behavioral data to the email program to develop a welcome series, retargeting series and cart abandonment campaign. Read on to learn how the small team went from one to 100 email designs per week, and achieved a 25% increase in revenue from this email transformation“. Segmentation: How a small office... [...]

The latest ‘Econsultancy’ blog post is titled “Email marketing segmentation: dead man walking?”. Ben Davis says, “It seems like the staple diet of a digital marketing blogger is to declare something dead, or not dead, or cleverly D.E.A.D. Only this week, our David Moth wrote a piece on email marketing’s rude health (email is not dead). I think the reason we’re obsessed with the death of marketing technology is because, despite the pace of change in digital, there are many age-old marketing principles that remain absolute. Relevance, timeliness, perhaps more broadly... [...]

The latest ‘Web Marketing Today’ blog post is titled “18 Ways to Segment an Email List”. Pamella Neely says, “Segmenting an email list is a proven way to boost results. There are many ways to segment. If you want to branch out beyond the basics, you’ll find plenty of ideas here for new ways to group your subscribers. If you haven’t done any segmentation recently, this list will give you plenty of inspiration to get started. By opens. Some email marketers squeeze more results from their campaigns by re-mailing subscribers who didn’t open the first time. The results from this can... [...]

The latest ‘Econsultancy’ blog post is titled “10 case studies that show the power of email segmentation”. David Moth says, “In spite of all the advances and innovations in digital marketing, good old email remains as one of the most effective channels for driving traffic and conversions. Econsultancy’s Email Marketing Census found that just over half (55%) of respondents achieved more than 10% of their sales from email. But to really reap the benefits of email marketing businesses should also be personalising their campaigns based on user demographics and behaviours,... [...]