Email Marketing | Think Mobile

In 2014, noteworthy research firm, Forrester Research, projected that in 2016 Screen Shot 2015-12-20 at 4.51.22 PMcompanies would spend $2.5 billion on email marketing and that steady growth would continue through 2019.

However, this growth will happen through the next period of digital transformation where mobile technology will become the dominant area of focus for #marketers.

#Mobile #technology will soon dominate the technology landscape, because our devices and appliances of the future will run on mobile technology that connects everything to the internet.

The Internet of Things (IoT) is changing how businesses and customers engage and it’s being powered by mobile technology…

IoT is the network of physical objects or “things” embedded with electronics, software, sensors, and network connectivity, which enables these objects to collect and exchange data.

Email Marketing | Think Mobile

In 2015, mobile marketing reached its tipping point, and for the first time the consumption of #digital #media happened more on #mobile devices than on desktop #computers. This shift will continue to cause disruption at companies that do not adapt to the emerging mobile consumer, and that fail to engage their customers through integrated #digital #marketing programs that include mobile.

Email marketing will continue to grow and remain a viable channel for customer engagement programs. However, marketers must adapt to emerging mobile marketing technology and the new best practices being set in customer engagement management (#CEM).

2015 | A Few Stats on Mobile Email

  • 45% of email opens occurred via mobile, 36% via desktop and 19% through a webmail client. – Adestra “Top 10 email clients” 
  • 33% of emails were opened via mobile application, 17% via webmail client and 48% via desktop. – Freshmail “Best practices for email coding” 
  • 53% of total email opens occurred via a mobile phone or tablet in Q2 2015. “Quarterly email benchmark report” 
  • Mobile accounts for 35.12% to 39,51% of all unique email opens over the course of 2014 DMA “National email benchmark 2015” 
  • 67,2% of consumers use a smartphone to check their email, 42,3% use a tablet while 93,3% uses desktop environment. – BlueHornet “Customer Views of email marketing 2015”
An average of 34.1% open their email on a mobile device – Moosend “Mid-season year report” 

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Responsive design results in a nearly 15% increase in unique clicks for mobile users from a 2.7% average to 3.3%. – Litmus and MailChimp “The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing”

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Mobile email conversion

Men have the highest conversion rates via mobile email during the afternoon, while women convert highest in the morning. – Live Intent “The People Behind the Screens: A Marketer’s Guide to Mobile Audiences” (2015)

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The facts and figures above demonstrate that email marketing performs well and that it is evolving with the mobile customer.

4 ways to improve your mobile email marketing performance:

  1. Mobile Responsive –  Make sure your email adjusts to the appropriate screen size of each and every mobile device. Make your calls to action are large enough for readers to see.
  2. Sharing – Enable social sharing in all campaigns and make sure your integrated across channels.
  3. Segmentation – Avoid the batch and blast approach. Segmenting your email list so that content gets delivered to the right audience at the right time. Segmented email campaigns often generate higher click through rates compared to other types of campaigns.
  4. Personalization – Personalized email is less likely to end up in the spam folder. Here are a few ideas:
    • Personalize the subject line with the recipient’s name or topic of interest
    • Use a reader’s first name and use a call-to-action based on prior behavior
    • Make your landing pages align to the messages being delivered

 

Location Based Marketing | What CMOs need know

In a 2014 study SCORE reported that mobile apps had propelled mobile devices ahead of desktop computers in total time spent consuming digital media. In an article on May 6, 2015, CNET.com reported that according to Google more searches were happening on mobile devices than on desktop computers. 2015 might very well be remembered as the year mobile technology reached its tipping point.

Mobile Marketing | What CMOs need to know

Location Based Marketing (LBM):

Quick history: Location based marketing (LBM) predates mobile by over a decade. In the 1990’s, it was common practice for direct marketers to run proximity matching in their data processing in order to deliver personalized offers via direct mail. The main difference between the direct mail era and now is that marketing was only outbound then. Today LBM serves both an inbound and outbound purpose.

How effective is mobile marketing?

Mobile marketing is the most effective channel to engage with consumers that are often ready to buy…

“Nearly 80% of local searches on a mobile phone end in a conversation” – Neustar.biz

How to be successful at mobile marketing?

Like all channels of marketing, channel and data integration are keys to success. The more complex of the two is in the data. If you’re immersing into the world of mobile or location based marketing, familiarize yourself with location data management (LDP). To start read SIM Partners white paper “The CMO’s Guide to Location Data Management.”

Location, location, location!

CX | Collaboration | How to win a fight

There are three areas where people must be aligned for their organization’s success and survival in an increasingly competitive world:

  • Innovation
  • Transformation
  • Collaboration

Communication is paramount and the manner in which companies manage their internal communications will eventually carry over to how they communicate with their clients.

Your customer’s experience is influenced by how well your organization collaborates and how quickly teams mobilize around the priority shifts and changing demands of your clients.

Take a setp in the right direction and create an annual internal social/PR campaign about your customers, the market and sales initiatives. Set and communicate the goals and milestones reached over the course of the year. Constantly ask for feedback and ideas and recognize anyone that shares. Communicate successes, gaps or areas that need improvement. Run, wash, repeat.

Transparency is paramount! Collaborators always win.

Applying Digital Marketing | Happy People | Stronger Brand

MANY years ago, marketers would invest in massive advertising campaigns with headlines like “When EF Hutton speaks, everyone listens” and convince customers that their broker was the best in the business.

TODAY, customers drive the conversation and ultimately the brand. As an example, a happy or angry customer can pulse into conversations over social media with rave reviews or complaints about your brand to millions of people who in turn can have the power to exponentially impact your brand in either a positive or negative direction.

At every stage of customer engagement there exist opportunities to create advocacy around your brand. Companies are just beginning to realize that there are relatively simple ways to utilize digital marketing tactics to improve the overall experience that people have with their brand.

5 simple ways to apply digital marketing to drive improved customer experience:

  1. SEO – Use search engine optimization to help companies find your Contact Us page.

  2. Retargeting – Serve engaged visitors with progressive profiling forms like surveys.

  3. Analytics – Use analytics to track, map and predict how customers contact you.

  4. Testing – Test landing pages to optimize your sales and marketing objectives.

  5. Mobile Apps – Encourage your customers to install your mobile apps.

Ultimately, efficiencies are what drive business decisions. From a cost perspective, digital marketing is the most efficient channel through which to drive new customer acquisition, improve customer retention and  and expand existing customer relationships. Applying these digital marketing principles throughout each stage of engagement will ultimately enhance your customers’ experience and transform your business into one that is more agile and able to react quickly to the changing needs of your customers and future market opportunities.

With the #digital #revolution in the rearview mirror now, for many organizations that were quick to adapt to change during the first decade of the new millennia, firms are now focused on their digital evolution.  So the good news is that there is time to catch up for those firms that were late to the show.

#Happy #marketing, happy #customers.

How to Rise Above the Online Noise

Being found by the right prospective buyers is dependent upon differentiation supported by specificity. The only way marketers can do this well is by doing the work and research it takes to get to know their buyers nearly as well as they know themselves.

Here’s an example to demonstrate what I mean by differentiation and specificity in relation to providing content that will rise above the noise for your buyers:

Take the concept of “growing revenues.” It’s something most companies tout as a benefit their buyers can get from using their products and services. But it’s so generic and high level that, on its own, it means nothing interesting.

Why is your prospect’s priority focused on increasing revenues?

  • Perhaps it’s because he’s a line of business manager and his job depends on the amount of product that gets sold in the marketplace.
  • Maybe she’s the director of inside sales and her reps must provide field sales reps with leads worthy of pursuit or the company won’t meet their quota for revenues.
  • Perhaps your prospect is a call center manager and his initiative is to increase cross-sell and up-sell solution extension products to current customers.
  • It could be that your prospect is the CEO and responsible for increasing stock value for investors through continuous growth milestones the company must achieve.

Now think about the how. How can the prospect best contribute to the overall objective of driving revenues?

  • For the product manager, perhaps the solution is new packaging to make the product more appealing or improve training for salespeople in how to sell it. Maybe it’s improved management of production to better meet demand.
  • For the inside sales manager, a possible solution could be providing faster access to information that enables her reps to have better conversations with prospects, improving quality and prioritization.
  • For the call center manager, perhaps it’s improving the ability for her agents to easily know what products the customer already has and which are appropriate add-ons or advances relevant to their business needs. This could mean integrating data silos.
  • For the CEO, perhaps the answer is better dashboards or information visibility that enables better and faster decisions to be made for volumes of data.

When you can get specific enough to narrow your focus to the who, the why and the how that relates to the what (driving revenues), then you can create messaging and content that rises above the noise to get found by your buyers. Once again, the best way to accomplish this is to get to know your buyers.

When creating content with differentiation and specificity, make sure that it delivers on buyers needs by:

  • Showing the reader why he should care at the start. Don’t bury your hook.
  • Educating them with information they need to know about solving a specific problem.
  • Making your call to action easy to understand and simple to respond to.
  • Demonstrating the impact you promise in simple terms and show them where to find it.
  • Igniting urgency on their part to learn more and take next steps because it seems like the natural outcome for them after reading your content.

Build Personas, Know Your Customers

Buyer personas are like sketches of the customers to whom your company serves. When creating a persona, it’s best to focus on one customer segment per product/service at a time. Once you’ve selected a target audience, you want to identify the influencers and decision makers within those companies and then create your persona around them.

Five Steps to Build a Persona

Step 1: Define their current situation

  • What are their priorities and what are they doing to meet their goals today?
  • What alternatives could be in place or are they considering?
  • What problems are limiting their success?

Step 2: Define their demographics

  • Job title
  • Years in current position and place in career – whether they’re young and just starting out or have spent most of their career with the same company and can provide insight on risk tolerance, influence increasing change within the company, etc.
  • Company size and revenues
  • Industry

Step 3: Identify their attributes

  • Role – Their place in the company and who they answer to.
  • Responsibilities – What or who they manage and what outcomes they must achieve.
  • Threats – what could derail the deal?
  • Motivations – both professionally and based on company objectives – could also be what they want to avoid.
  • Influencers – who can aid in affirming the project or stall it from moving forward?

Step 4: Understand their preferences

  • Where do they spend time online? Offline?
  • How do they participate with social media? Do they?
  • What keywords, phrases and search terms resonate with them?

Step 5: Draft the buyer persona value statement

  • I need to solve [FILL IN BLANK], in order to achieve [FILL IN BLANK].

Speak to people and use third party data to help complete your personas. A few examples follow:

Use Business Intelligence Portals:

  • Search by industry, size, title.
  • Assess profiles, click through to review LinkedIn profiles.
  • Use at least ten profiles to identify common themes.
  • Access the industry information to gain insight to challenges and opportunities.
  • BI portals also offer in-depth research on specific industries, helping you to define priorities and challenges quickly.

Talk to Salespeople:

  • What areas of the business are they focused on?
  • Who are they speaking with?
  • How do prospects frame the problem?
  • Who else do they have to convince?

Talk to Customers:

  • What problem did we solve?
  • What else did that enable?
  • Why did they choose us?
  • What obstacles did they have to overcome to buy?

Knowing your audience and having a personalized business plan is a foolproof formula to create new business leads, and strengthen old ones.  If you know what companies need or want, and develop a marketing plan tailored for them, you will be more desirable to them than a marketing company that has not done their homework.

Infographic: Buyer Persona Process

Persona

What Balanced Marketing Looks Like

With the demands and expectations that businesses have of marketing on the rise, marketers may find their efforts out of balance with business goals. Now more than ever, marketers must be on alert and be aware of the three operating scenarios, ubiquitous in marketing, to prevent falling out of balance.

3 Operating Scenarios in Marketing:

Balanced Marketing – Marketing is balanced when people and teams are focused at every stage of the marketing closed loop process.

Tactical & Reactive – In a tactical and reactive marketing organization people a lot of work is being done without much planning and very little thought put into deliverables.

Analytical and Strategic – Over analysis leads to marketing paralysis – A lot of talking and planning without any action.

If your team is ideating, planning, building, running, observing, analyzing, reporting and repeating their programs and campaigns – marketing is balanced.

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