We've heard it before: People remember stories, not messages. The classic children's stories we are all familiar with, such as "Little Red Riding Hood" and "Goldilocks and the Three Bears," are often vehicles to deliver an important moral lesson. Wild and imaginative stories capture a child's attention, while subtly teaching them about how the world works. We remember the moral lessons through these stories, because we learn best when we have an emotional connection attached to the message.
With Black Friday fast approaching, there's no better time for marketers to begin prepping for their holiday email campaigns. To boost sales during this critical time of year, brands must start testing their strategies early to identify the best opportunities to engage customers and increase conversion rates. Because consumers are receiving more promotional messages than ever—email volume is up 9 percent, while click rates are down 14 percent—brands have to take additional steps this year to stand out in inboxes. The number of emails sent out by brands is only going to increase over the next couple of months, meaning the same old strategies won't cut it.
Ever since our first date in 2004, Adam has insisted he won't celebrate what he believes are marketer-created holidays. I was pretty sure that meant I wouldn't get any Valentine's Day presents or anything for Sweetest Day, etc. I was wrong—we regularly exchange cards and gifts. However, Adam isn't the only skeptical consumer—as evidenced by the latest "holiday" that started showing up on Facebook, Twitter and Instagram on Tuesday with the words, "Attention shoppers: With Labor Day behind us, your favorite Christmas decorations will be going up in stores and malls tomorrow. Happy Hallothanksmas!"
With more and more consumers using smartphones and tablets to engage with brands, mobile has quickly become an essential part of the customer experience. But are marketers keeping pace with consumers' wants and needs in the mobile marketplace? Not necessarily
As much as marketers want to make things easy for their customers, they don't want to make them too easy. After all, the "add to cart" button is only a click away, but so is the "unsubscribe" button.
In July, the Canadian government will put an end to unrestricted implied consent from subscribers, requiring all marketers sending commercial electronic messages both to or from Canada—including those based in the United States—to receive clear consent from email recipients. Canada's Anti-Spam Legislation is one of the most aggressive laws in the world
Despite Google's recent controversial changes to its email service, including the introduction of inbox tabs and hosted images, a new Yesmail Interactive study shows that Gmail boasts the most engaged user base among the four major providers.
Across all industries, 16 percent of sales driven by email now happen via a mobile device, with 56 percent of those mobile sales being completed on a tablet and 44 percent on a smartphone, according to a recent report by Yesmail. The email conversion rate (number of orders divided by unique clicks) remains higher for desktop than for mobile (3.7 percent versus 1.3 percent). However, revenue per mobile click is almost double that of a desktop click
Marketers are missing the mark when it comes to reaching consumers with Black Friday promotions via email and social media. After the 2012 shopping season, Yesmail used its proprietary competitive market intelligence tool to analyze Black Friday promotions sent via email, Facebook and Twitter. Surprisingly, we found that social channel engagement with Black Friday promotions was highest on the Tuesday before Thanksgiving, but marketers were deploying most on Black Friday itself (nearly 40 percent of social deployments)
The holidays can be a stressful time of year—for consumers and marketers alike. By now, your holiday marketing programs are in full swing, but there are still several things you can do to make sure this season is a success. Capitalizing on mobile shoppers is a good place to start since consumers are increasingly more likely to make purchases on smartphones and tablets. Marketers can expect mobile dominance in email viewership this season as well. According to Yesmail's third quarter benchmark report, more than half of all mobile sales are being completed on a tablet.