Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Debra Ellis

The Integrated Email

By Debra Ellis

About Debra

Email marketing is the most effective way to increase sales, improve service, and keep customers coming back. Getting the most out of email campaigns requires an integrated strategy that crosses channels and motivates people to act. “The Integrated Email” provides realistic solutions and best practices for navigating the land mines of spam filters, short attention spans and increasing competition that marketers face today.

Debra Ellis is a seasoned direct marketer specializing in using integrated strategies to keep customers coming back and buying more. She is the author of several marketing guides and the Multichannel Magic blog.  She can be reached via email (below), on Twitter, Google+, LinkedIn and Facebook

 

Muscle Marketing

Wendy Montes de Oca
A Few of My Thoughts on SEO
Oct 21, 2014

This is going to be a short post. First, a caveat: No one SEO tactic is the end-all be-all, in...



Mobile-First Marketing

Greg Hoy
Mobile Advertising Isn't Just for Big Brands Anymore
Oct 20, 2014

The increasing use of mobile devices, mobile Web, multiple advertising platforms and the advancement of network technologies creates new opportunities...



Making Social Sell

Jeff Molander
Why You Aren't Getting Appointments on LinkedIn
Oct 17, 2014

Ninety-five percent of sales reps using LinkedIn are getting few—if any—appointments. They're using premium services, Sales Navigator, sending InMail, joining...



Direct Mail for the Modern Marketer

Summer Gould
Stand Out With Texture
Oct 16, 2014

How can you get your direct mail to stand out in the mailbox? Have you considered using texture? Coatings do...



Reinventing Direct

Gary Hennerberg
5 Copy Approaches to Influence Gut Reaction
Oct 15, 2014

Call it a gut reaction, but oftentimes our prospects and customers make decisions and respond based on intuition, a hunch,...



Ruthless B-to-B Marketing

Ruth P.  Stevens
6 Great Blogs for B-to-B Marketers
Oct 15, 2014

In our fast-changing marketing world, a smart B-to-B practitioner keeps up to date by learning from thought leaders. While this...



Marketing Sustainably

Chet Dalzell
Truly Greening Digital: The DMA ‘Green 15’ Gain a Digital Edge
Oct 13, 2014

With little fanfare, the Direct Marketing Association just published a "refresh" of its "Green 15" sustainable marketing practices first announced...



The Power Punch

Carolyn Goodman
Do You Live Up to Your Brand?
Oct 10, 2014

As California suffers from one of the worst droughts in recent history, it was recently reported that the chairman of...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Missing Data Can Be Meaningful
Oct 9, 2014

No matter how big the Big Data gets, we will never know everything about everything. Well, according to the super-duper...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
6 Keys to Search Success in 2014
Sep 30, 2014

What if someone gave you scientific data on what hundreds of sites are doing to get thousands of top keyword...



Brand Matters

Andrea Syverson
Is It Time for a True Goodbye?
Sep 16, 2014

As I reflected on a client interaction I had this week, I thought about how helpful it is for organizations...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Here's What Counts

Chuck McLeester
Planning ROI? Turn the Funnel Upside-Down
Aug 26, 2014

Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Gearing Up for the Holidays: Make Your Email Marketing Deliver Long Tail Results

 

Black Friday and Cyber Monday are just around the corner. Planning for your email campaign should have started weeks ago. If not, this is the time to jump in and get ready. This holiday season is positioned to be extremely competitive. The election advertising bombarding people today will be replaced with promotions trying to squeeze every dollar out of a tough economy.

The holiday season provides two opportunities for enterprising marketers. The first, and most obvious, is the opportunity to increase sales. Bargain hunters everywhere will be snatching up the best deals across all channels. The company with the lowest prices will win their attention—and possibly their business—until a lower price appears at the next store. This opportunity works best for companies with killer price negotiators and heavy volume.

Creating and solidifying relationships between customer and company is the second opportunity. Connections can begin with deep discounts but there has to be a strategy in place to move customers from discount shoppers to loyal buyers. The process starts with understanding how people become loyal to your company. What path do they follow from first purchase to long time customers?

The answer to that question is most likely, "it depends," because the path is dependent on the customer type and what motivated the first purchase. Discount promotions attract bargain hunters, hit and run shoppers, and active customers. Bargain hunters tend to watch for discounts before buying again while hit and run shoppers buy once and disappear. Active customers stay around during the off-sale season and build lifetime value. Only a small percentage of customers acquired during high promotion periods will become active customers without intervention.

Email is an excellent tool for converting bargain hunters and hit-and-run shoppers into active customers. It is inexpensive and effective when used to strategically move people into the buying cycle. Here are some tips to get you started:

  • Review newly acquired customer data from the last three to five holiday seasons to identify bargain hunters, hit-and-run shoppers, and active customers. Bargain hunters rarely buy full price items. Hit and run shoppers buy once or twice, usually within a thirty day period, and disappear. Active customers are the ones who predictably buy throughout the year.
  • Define the path from original source to last purchase. This is where you'll start seeing some patterns. For example, hit-and-run shoppers typically originate as online shoppers that found your site using search engines or social networks. Identifying them early and adapting your strategy accordingly reduces the resources that will be invested in additional marketing unlikely to generate a return.
  • What paths do the active customers follow from first purchase to their current buying activity? How do they differ from the bargain hunters and hit and runners? Did the people who became active customers receive different marketing promotions? The answers to these questions will help design new campaigns to keep new customers coming back.
  • Create test campaigns that personalize the shopping experience. Holiday time is hectic for some, crazy for others. The easier you make it for your customers, the more likely they will return. Use transactional emails to keep people informed every step of the way. Instead of the perfunctory "your order number 123 shipped today and will arrive in 3-5 business days," try using more friendly language. Your copywriters can make transactional emails informative, engaging, and entertaining.
  • Follow up after the sale. If the products or services aren't used, there will never be a second order. Personalized emails that ask about the items and service are a rarity. They will stand out in a sea of incoming messages. In addition to establishing successful relationships, you'll learn about problems that need resolution.

Sections:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: