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). For marketers to get the most out of this year's holiday shopping season, reaching consumers at the right time and through the right channel will be crucial.
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. Here are five tips to help your email program take advantage of this trend:
Companies with Yahoo email addresses in their marketing database may have a little list-cleaning to do. As of Aug. 15, Yahoo will recycle inactive email accounts, making addresses that haven't been used for more than a year available for the taking.
The problem for marketers? Their emails could be delivered to someone who wasn't the intended recipient. "Regardless of whether you are B-to-B or B-to-C, it's going to affect you," said Brad van der Woerd, director of deliverability at Yesmail.
No matter the industry, changes are inevitable. For marketers, the real-time growth in digital channels has completely altered the way B-to-C organizations target and engage customers. Traditional marketing tactics offer diminishing returns in the age of consumer empowerment. Are marketers equipped to keep up as the industry begins to advance?
Company: Yesmail Interactive, an Infogroup company which powers intelligent customer interactions
Product/Service: A new test optimization solution
What it Does: Helps email marketers deliver better business results by providing sophisticated testing capabilities while removing the need for manual intervention to interpret test results and implement their findings.
As retailers gear up for the holiday shopping season, a new Yesmail Interactive research report released today finds that many brands could miss out on critical fourth-quarter sales because they haven't aligned their marketing strategies with shifting consumer shopping habits.
Company: Yesmail, a provider of enterprise email marketing software
Product/Service: Yesmail Market Intelligence 2.0
What it Does: Offers unprecedented customization capabilities, enhanced analytical capabilities and a more effective user interface. In this upgraded version, users can now completely customize the tool by tracking competitive campaigns based on preselected variables such as a high engagement score, a specific type of promotion, campaign theme and more. Advanced analytics built into the tool allow marketers to identify successful campaign themes and offers from top-performing competitors, track historic campaign performance, measure daily growth of competitors' social following, and much more.
Yesmail Interactive, an Infogroup company which powers intelligent customer interactions, released the first round of data from its latest research report, Using Digital Market Intelligence to Drive Multi-Channel Success. The results indicated that many social media and email campaigns don't match up with consumers’ patterns for when and how they engage with brands.
Product/Service: Yesmail Market Intelligence
What it Does: Enables marketers to understand the emerging trends, themes and multichannel strategies their competition are using. Marketers can then apply these insights to their future campaign strategies.
With all of the talk surrounding social and mobile, it would to be easy to overlook the role email plays — and will continue to play — in cross-channel marketing campaigns. But doing so would be a mistake. That was the key takeaway from an hour-long session on the topic at the recent Online Marketing Summit in San Diego.