Tagged 'email marketing'

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

Stay Away from these Vile Email Marketing Villains!

Posted by Willie Pena on October 8th, 2014 at 3:41 pm

Starting up an email marketing campaign is in a way just like hiring a team of real people to manage your promotional effort.
And just like the people you might hire in the real world, some of these elements of your email campaign can be great, effective members of the whole team while others might end up being total disasters.
Luckily, knowing which characters to go for and which ones to avoid like the plague isn’t something you need to figure out on your own through trial and error (at least not completely). Instead, walk your eyes through this post and the excellent video from email management firm Reachmail that complements it and you’ll get to see the “public enemies” list of really avoidable email marketing characters before you even start on your email marketing adventure.
Here are the Top 5 worst offenders:
1. Mr Loud Colors
The biggest problem with Mr. Loud Colors is the fact that he shows up to situations where it’s important not to have distractions dressed in a way that distracts the heck out of everyone else! While he may have something serious, important or deeply interesting to say, his bizarre purple and pink suits completely ruin the effect he... Read more

9 Email Marketing Rules You Have to Implement Today

Posted by Courtney Wiley on July 25th, 2014 at 4:36 pm

As a modern marketer, email is at the heart of your online marketing efforts . . . so it's important to take the time to make sure that every aspect of your strategy is optimized. That's why I've developed a list of nine rules over the years that have proven themselves worthy across entrepreneurial startups, SMBs, and global enterprise organizations. (Just be sure to test these guidelines to determine which work best for your target audience.)
1. ALWAYS take into account local time when sending emails. The best times to send are 9:00 a.m., 3:00 p.m., and 4:00 p.m.
2. NEVER be verbose in email body copy. Keep your text to 145 words or less.
3. ALWAYS use the "curve" method when writing an email subject line: Play on curiosity, urgency, relevance, value, and emotion.
4. ALWAYS keep your email subject lines to 50 characters or less.
5. NEVER send more than one email to your recipients per day.
6. ALWAYS use a good aesthetic mix of images and text in your design. A good rule of thumb is one image for every 15 lines of copy.
7. NEVER cheat and use "FW:" to imply that the email has come from a trusted source.
8. NEVER put the unsubscribe button... Read more