Tagged 'email marketing'

Leveraging Email Acquisition Techniques to Grow Your Email List

Posted by Ross Kramer on February 16th, 2015 at 8:40 am

Personalization is no longer a luxury; it’s an expectation. Marketers need to reach subscribers on their terms in order to engage and, more importantly, convert them. The effects of the shift towards personal marketing messages reach every aspect of your email campaigns, including your acquisition tactics.
It's no longer enough to think of list building as just email capture. Instead, email acquisition is actually a customer acquisition strategy. Old tactics, like purchasing an email address list, simply won't work. What will work is modal lightbox pop-up combined with a series of triggered, personalized welcome messages.
Modal Lightbox Acquisition

Regardless of how you feel about pop-up lightboxes, the simple fact is they work. We've seen retailers grow their email list by 30% or more in a matter of weeks using this tactic. And these aren't random email addresses – they're subscribers with the highest likelihood of becoming loyal customers.
If you're considering implementing this strategy, here are some tips to keep in mind:
• Test the timing and location of the overlay. Try triggering it three seconds after a shopper visits your site's homepage, 20-30 seconds on specific product pages, and even test an exit modal, which detects when the visitor is about to close the site... Read more

A Look Back at 44 Years of Email

Posted by Willie Pena on January 22nd, 2015 at 9:27 am

We’ve seen plenty of changes over the past 44 years, and one of the most significant changes is how email has become a staple in our everyday lives. In celebration of emails 44th anniversary this year, let’s use this infographic from email marketing provider Reachmail to take a look back at the evolution of email.
Electronic mail was officially invented in 1971, when Ray Tomlinson, a computer engineer, sent the first electronic mail message (a message he no longer remembers the contents of). Electronic mail made its way over to the other side of the pond, and in 1976, Queen Elizabeth II became the first head of state to send an electronic mail message. Two years later, over a network of government and university computers, the first electronically sent advertisement debuted.
In 1982, computer users decided that “electronic mail” was too much to type; thus, the abbreviated “email” was born. That same year, Scott Fahlman created the first ever smiley “emotion” as an alternative way to express feelings. In 1989, AOL’s signature phrases were recorded by radio man Elwood Edwards, and the sentences “Welcome,” “File’s done,” “Goodbye,” and “You’ve got mail!” became ingrained in the brains of e mailers everywhere.
In 1997, Microsoft... Read more

Customer acquisition and retention strategies in fashion

Posted by Ross Kramer on October 30th, 2014 at 9:10 am

I recently had the opportunity to moderate a panel of leading fashion retailers at Fashion Digital New York that focused on the ever-challenging topic of customer acquisition and retention. Prior to our discussion, the morning’s keynote speaker had left attendees with the edict that it’s their collective job to create fantastic experiences online to increase purchase intent in retail. It was a perfect lead-in to our session, because it’s those experiences that set the table for customer acquisition and that position retailers’ brands for better retention over time.
But while that may sound simple, it’s easier said than done. At Listrak, we’ve compiled data from nearly a thousand retailers over several years that shows that a mere 15-20% of customers buy from a retailer’s website more than once. The vast amount of choices online has resulted in reduced customer retention and loyalty, making it a larger hurdle than ever for retailers to turn first-time buyers into two-time buyers, the crucial step that doubles the likelihood that they will purchase again.
In our discussion, our panelists shared the latest acquisition and retention strategies they’re implementing:
Storytelling

Retailers need to amplify the experiences of Brand Influencers to tell their stories online. For example, one retailer has... Read more

Email is 40x Better for New Customer Acquisition: Six Tips for Writing Effective Subject Lines

Posted by Courtney Wiley on October 16th, 2014 at 2:13 pm

According to McKinsey & Company, email is almost 40 times better at acquiring net new customers than Facebook and Twitter.
Hard to believe? Not if you consider that the number of email users is exploding, offering test beds galore: Radicati predicts that the total number of worldwide email users, including both business and consumer users, will increase from over 2.5 billion in 2014 to over 2.8 billion in 2018.
Yes, our team cites email as the most effective lead generation tactic, but we're not alone. Forty-two percent of businesses, along with 88% of B2B marketers, point to email as their number one lead ten tactic, as reported by Circle Research. With the art of email still gaining momentum, we wanted to socialize a few best practices for penning the most effective email subject line.
“The key benefit of a subject line test is not the lesson learned from one campaign. It’s the cumulative learning from systematic testing over time. If you’re testing correctly, the difference in performance between control and test messages for any one campaign will likely be small. But over time, those small differences add up. Over the course of several campaigns, learning how your particular audience responds to different structure, topics, key terms–and... Read more