In a consumer data world that appears increasingly creepy to its subjects, what does the future of email marketing look like?
Filmmakers often spend years developing a concept, writing the content and hiring the right actors before their movie ever makes it into theaters. However, all of that hard work doesn't guarantee that the finished project will be a hit with audiences. It's not over until the reviews are in. The same is true of your email marketing campaigns.
Studies show that some Americans check their email accounts in the middle of the night and many remotely peruse their work accounts on Sunday evening; meaning that the next trend—that consumers are checking their email accounts on-the-go with mobile devices—isn't much of a shock.
While many marketers are keeping track of their social media efforts, they may be tracking the wrong numbers, at least according to the results of an eROI survey of more than 500 B-to-B and B-to-C marketers this past spring.
Data units mined from social networking sites often can be more difficult to categorize than the usual demographic information direct marketers collect in their data mining expeditions. However, keeping the minefield for data mining in mind, social networking sites are still replete with veins of consumer-insight gold. According to experts, marketers should extract that treasure, but carefully.
Banfield, The Pet Hospital, is a business so enamored with its 2 million four-legged patients that it capitalizes the letter "P" in "pets" on its Web site, in its e-mails—and now on its new mobile site. The Portland, Ore.-based business with locations throughout the U.S., U.K. and Mexico looked through its analytics and noticed that more than 5,000 clients of the two-legged variety were using mobile phones to access Banfield.net.
The two biggest wins for online marketers in 2009 were increased website traffic and increased brand awareness, at least according to an eM+C/eROI survey of 678 online marketers conducted last fall. The findings are included in a recently published whitepaper titled "Online Marketing Trends: What Worked in 2009 and What to Expect in 2010."
Goal: Icebreaker, a Wellington, New Zealand-based outdoor apparel company, wanted to entice U.S.-based consumers to purchase Icebreaker clothing as gifts for their friends and families during the holidays, ultimately driving 2009 holiday sales.
Solution: Partnered with an email marketing agency to create a multipart holiday email marketing campaign promoting its brand to its U.S. list.
Results: The campaign improved Icebreaker's 2009 holiday online sales versus holiday 2008.
Over the past few years, LeanLogistics, an on-demand transportation management solutions provider, has tried to separate itself from the pack by becoming a thought leader to its customers. A key element to this quest has been to distribute whitepapers and other materials that could be downloaded for free to collect leads.