Welcome back! I trust that the first entry in this three-part series sparked at least a small amount of interest, and I hope the following ideas continue to be thought provoking as you take a deeper look into your marketing efforts and resource allocation. My first post focused on the theory of mass email sends. […]
Today, customers have control over the buying process, forcing the marketer to adapt in providing them with an optimized and engaging experience. Multichannel campaigns have become the norm and marketers have reconciled to adopting multiple ways to reach out and engage the customer. In a survey conducted by Forrester.com on 226 marketers, 40% of the respondents considered […]
“Ladies and gentlemen, welcome to building construction, the most archaic industry in the world.” My father, a graduate of the Purdue school of Building Construction Management, heard this phrase on one of his first days in class, and it has stuck in his mind ever since. Do you think this statement holds true today? In […]
Lifecycle marketing campaign management isn’t too different from it’s predecessor, email marketing campaign management. After all, without email marketing and marketing automation, lifecycle marketing wouldn’t be possible. However, unlike most campaign management solutions, lifecycle marketing focuses on customer lifetime value and not lead generation. Certainly, lead generation is an important step in creating a customer […]
Cross channel. Multi channel. Omni channel. Whatever channel your organization is focused on, chances are you either use or are in need of a marketing campaign management tool. Developing, deploying and managing a campaign for any organization (B2B or B2C) can be time consuming and stressful. Particularly if the C-suite is looking for an immediate […]
For many marketers, gaining new opt-ins to receive email marketing campaigns is a priority and major focus. It’s necessary to constantly grow emails lists as, inevitably, contacts change jobs, email addresses, and unfortunately, unsubscribe. However, once new opt-ins are captured they are more often than not thrown into the middle of a campaign instead of starting […]
With 78% of successful marketers saying marketing automation systems are most responsible for improving revenue contribution, it’s important to not only have a marketing automation platform, but to be able to effectively utilize that platform. So what exactly can you do to ensure you are automating your campaigns successfully? Below are a handful of tips […]
Do you appreciate personal attention and communication tailored to your interests and lifestyle? So do your customers. Segmenting your emails means sending each individual prospect and customer the right email, at the right time, the way they want to receive it. Whether you are already segmenting your email or are looking to get started, here are […]
Email is the preferred method of commercial communication of 74% of all online adults and is preferred over direct mail by a margin of nearly five to one. So why do people unsubscribe from receiving your email communications? Unfortunately, there are some well known reasons why prospects and maybe even customers (gasp!) are clicking “unsubscribe” from […]
So it’s a new year and we’ve all started working out, eating right, and planning to maybe find that special someone (I’m talking about you eHarmony commercials!) but what about professional goals? As I have been working with customers who are wrapping up 2014 and outlining their 2015 marketing strategies, I have realized several areas that […]