8 Tips: Don’t Let The Coronavirus Infect Your Email Campaigns
Like it or not, the digital world is evolving. These changes might have happened over the course of a few years, but due to the coronavirus, the timeline has been shortened drastically. Flying cars aside, we already find ourselves living in hypothetical scenarios of a pseudo-future where everyone works from home, social contact is limited, and most of our time is spent in front of electronic devices (for now on the computer, the inevitable smartphone, and maybe even the tablet). For that reason, I was not surprised when my 4-year-old daughter thought the TV is broken when, by pressing the screen, she noticed that the Disney+ gallery wasn’t scrolling. As social behaviors change, digital ones shift with them. The changes we are currently experiencing must be managed, not suffered through. Precisely because, consciously or not, we are an integral part of it. Even though change can be difficult, the show…
Adapting to Change: How to Come Out on Top
Change. Sometimes it happens quickly. Often its agonizingly slow. But if the COVID-19 pandemic has shown us anything, it’s how quickly people, companies and governments can make huge changes and adapt their daily routines to get things done and meet the new normal when they absolutely have to. After all, necessity is the mother of invention. There have been some incredible examples of companies using their skills and technology to pivot completely to making new products, such as face masks (Foxconn), hand sanitizer (LVMH), ventilators, and breathing support devices developed in a week which would otherwise take years for approvals (Mercedes F1 team). In addition, restaurants and pubs turning not only to takeaway, but selling fresh fruit, vegetable, flour, butter etc. The one in my village is even selling cask beer to take away! In other words, all the essentials. There are always winners in any given situation, though perhaps…
Survive and Thrive: Top Digital Strategies for The New Normal
Wednesday April 29th, 10 am Pacific, 1 pm Eastern Every brand must find new ways to survive and thrive in these unprecedented times. In this Webinar, you will gain insights into the top strategies used by successful brands to help them grow their traffic, improve conversion rates, turn first-time customers into repeat buyers and build brand loyalty. Now more than ever, brands are focusing on improving their digital strategies to weather this crisis, while also positioning themselves for future growth. Let us show you how easy this is to achieve with Mapp Cloud and its insight-led cross channel customer engagement capabilities. Some categories have seen increased demand, some a stark drop, and others no change. Those that have seen a large increase are often faced with supply side problems. Whatever your situation, it is no doubt you’re being affected by the huge changes in consumer confidence and buying patterns. The…
How Companies Can Stay Successful When Face-To-Face Marketing & Selling Are Impeded
You’ve probably seen it in the news every day, the coronavirus is changing the way people are going about their daily life. In light of the outbreak of COVID-19, companies are also struggling to go about business as usual. Digiday sums it up clearly: “The economic shock of coronavirus is unique in that it affects both the demand and supply sides of the economy. On the demand side, there is less travel and likely more hesitant consumer spending. On the supply side, manufacturing supply chains are disrupted.” To try to keep employees safe, companies are taking preventive measures. But with these preventative measures day-to-day business processes – including manufacturing, marketing, and selling – are being put to the test. Who is it affecting? Companies are caught in a spiral of uncertainty, as the outlook for the spread of the virus changes every day. In the B2B realm, a lot of in-person events…
How To Uncover Customer Insights In Cross-Channel Marketing
In an ideal marketing world, traditional and e-commerce retailers would always know how and when to interact with their target audience to engage them in the best possible way. If there was only one communication channel, it would be a breeze to identify customers, track their activities, and address them in the most appropriate way. But the reality is different: consumers now not only use a wide variety of devices for surfing and online shopping, but also regularly switch between channels such as Facebook, e-mail, and customer apps. The challenge is, therefore, to identify customers across devices and channels in order to gain profound insights about them through data analysis. The new insights gained from this analysis allow a one-to-one customer approach that is appropriate for each channel. The need for such data analyses is enormous. According to a recent Gartner study, companies are already investing between 6.3 and 8.6…
How Customer Analytics Can Give You Insights That Others Can’t – And Gain a Long-term Perspective
Most of the classical KPIs that are used by marketers and analysts, and are recommended by industry experts, are basically snapshots. They only look at a small timeframe and don’t consider customer or visitor types or even their development. Typically, when we talk about customer journey it means a time range between the first marketing contact and a conversion – sometimes even more reduced by limitations like 30 days post click or post view. But in the same way as no business can survive without a long-term strategy also no good reporting and analytics should exclude long-term effects and developments. In the worst scenario all classical KPIs show a good performance and still revenue stagnates or even sinks. And you would be surprised how often exactly that is happening. That is why in our new Customer Insights Dashboards for Mapp Intelligence customer analytics and customer development play a crucial role and you will find…
9 Keys to Optimizing your Welcome Email Program
With the New Year behind us, email marketers are quickly transitioning from planning to implementation. An often forgotten, but vital piece to your email marketing efforts is an effective Welcome Email Program. While an engaging welcome email experience doesn’t always have an immediate impact on revenue, it helps establish successful relationships early, and can drive higher customer lifetime value over the course of the relationship. To expand on my last week’s article about triggered & transactional email campaigns, here are the key components to designing an effective Welcome Program: 1. Send a message confirming subscription right away: Immediacy is key to confirm the subscription. Thank customers for signing up and fulfill any incentives used to entice their subscription. 2. Implement a Welcome Series: Notice how I said ‘Welcome Program’ and not ‘Welcome Message’. Develop a true onboarding funnel using a series of messages to introduce subscribers to your brand, prime them for engagement…
Mapp Cloud Now Has Magento 2 Support
Online shops and email marketing belong together. Hardly any other channel is as suitable as email is for informing contacts and existing customers about new offers. Because, regardless of whether on a computer or a smartphone, promo and newsletter emails are opened, read, and clicked. However, creating and sending emails remains also a challenge in retail and e-commerce. Target audiences have to be formed, the content has to be written, mailings need to be created, sent and analyzed. This process is much easier if the online shop and the email marketing tool are optimally integrated. The combination of shop systems and marketing software allows highly targeted email marketing activities based on the customer lifecycle of each individual shopper. For successful retention marketing, existing customers can be engaged, and new customers can be converted into recurring shoppers. In the current market, only very few shopping software is ready for professional use…
Digital Marketing Trends in Retail that Drive Sales and Engage Shoppers
More and more retailers are embracing online marketing as it directs shoppers straight to their website. In today’s cross-channel world, providing service through the channels that customers prefer has never been more crucial. Retailers need to deliver a consistent experience across every channel, at the right time, and with the appropriate message. As customers grow more accustomed to using different devices and channels to access information and communicate in their everyday lives, they expect retailers to act similarly and to intelligently respond to their needs in real-time. For retailers, this requires a deeper understanding of their customers and the ability to deliver the most relevant, timely and optimized messages based on all that they know about each customer. By evoking data-driven strategies that leverage a mix of channels, retailers are able to make more informed decisions and develop ways to connect and engage with their customers – while inspiring them…
Witt Weiden Boosts Revenue From Email Marketing By 56% [Case Study]
Witt Weiden, founded in 1907, is a German mail-order house for clothing with a thriving presence in Europe, Russia, and the USA. Catering mainly to women aged 50+, they have generated more than €820 million in revenue in 2017, with a year-over-year growth of 4%. Witt Weiden sends around 250,000 packages every day from the small town of Weiden. The company is part of the OTTO Group, one of the world’s largest retailers operating in 30 countries with online sales of €7.9 billion. The Challenge: Witt Weiden’s performance in the textile mail-order business is highly correlated with their marketing team’s email abilities. The company’s email marketing campaigns encompass at least 14 newsletters a week. Sustaining the company’s success means executing complex and challenging email marketing campaigns for its eight different brands operating in several countries. The primary challenge, however, lay with their email marketing platform that was extremely time-consuming. More specifically,…
Are You Really a Data-Driven Marketer?
You’ve probably heard it a million times before: marketers need to be data-driven. Most organizations understand that, without data, bias and assumptions can lead to poor decision making. And yet, according to Invesp, 87% of marketers say data is their company’s most under-utilized asset. What’s more, another survey shows that 58% of companies base at least half of their regular business decisions on gut feel or intuition instead of data. Collectively, marketers talk a good game about the importance of making decisions based on data – but actually being data-driven is a very different thing. Being data-driven isn’t just a buzzword to be dropped into meetings (and blog posts). Using your data to understand and communicate with your customers is the key to customer-centricity – which is what marketing is all about these days. So how do you know if you and your marketing team are really data-driven? Find out below. 1. You know your…
Everything You Always Wanted to Know About Email Bounces
If you are in charge of creating and managing email campaigns, you’re probably dealing with emotions that only mass emailing can give you. Once you hit that “Send Campaign” button and get rid of the excess adrenaline with a nice shower or a liberating cry in the bathroom stall, it’s time to go back to the front lines. At this point in the game, it really gets tough: it’s time for analysis! Put on your lab goggles and get ready to handle the results of your recent massive send out. A mix of registrations, purchases, compliments, but also (and above all) complaints, cancellations, and a lot of messages from a certain Mr. Daemon. Mailer Daemon. Welcome to the world of bounce! Why Does an Email Bounce Back? Don’t panic. Or maybe you do panic… Because every bounce received is a notification that informs you that, for a certain reason, your…
Marketers, Stop Saying Email is Dead
Like the seasons come and go, so do rumors of the death of the highest ROI-generating marketing channel, along with new marketing avenues replacing it. According to Campaign Monitor, “The “death toll” of digital marketing channels continues to grow—but we can’t always believe the dramatic claims we hear… Email marketing isn’t dead but it is changing. Email marketing is evolving, and as marketers, we have to evolve with it.” GDPR is often named as the main offender in killing email. If you are an email marketer, you’ve had to deal with new opt-in permission rules, proof of consent systems, and the fact that consumers can ask to have all their personal info deleted at the drop of a hat. For anyone relying on data collection to target users (aka every business doing it right), GDPR has drastically changed the way we market. But GDPR has not killed email marketing! In fact,…
How To Maximize Customer-Centricity In Your Mobile Marketing Approach
79% of consumers use their smartphones to help with shopping, according to Econsultancy. This is because today, traffic is driven by mobile. In fact, 1 in every 2 millennials in the US has downloaded a mobile shopping app. With the evolution of smartphones, tablets and other devices, your current and potential customers are never far away. In fact, if you look at the people around you, mobile truly seems to be at the center of their universe. On the other side, companies are continuing to adopt a mobile-centric approach when selling to customers. Just as mobile is at the center of our customers’ worlds, we need to continuously be sure that our customers are at the heart of our mobile strategy. Mobile has the ability to connect our customers with our brand 24 hours a day, 7 days a week. Real-time marketing with mobile is essential to our success! And just when you…
MAPP Intelligence Takes Data-Driven Cross-Channel Marketing to the Next Level
With the launch of Mapp Intelligence powered by Webtrekk, Mapp proudly introduces an intuitive solution that generates clear customer insights for the finance, e-commerce/retail, and publishing industries. This innovation is a substantial step towards the integration of Webtrekk’s customer intelligence and marketing analytics software with Mapp’s digital marketing cloud, Mapp Cloud. Mapp Intelligence powered by Webtrekk enriches Mapp’s portfolio, comprising the Mapp Engage cross-channel execution engine and the Mapp Acquire data management platform to deliver a truly comprehensive package for real marketing intelligence. The customer intelligence solution – enabling the collection, analysis, and activation of first-party data – is the “brain” of Mapp’s digital marketing cloud. Mapp Intelligence powered by Webtrekk delivers the following services: Artificial Intelligence: Using artificial intelligence, predictive analytics can accurately forecast the customer lifetime value or conversion and churn probabilities. Future sales trends can thus be predicted and marketing budgets adjusted accordingly. The Smart Alert function also…