News at Alterian
As a marketer, when I think of mobile, I’m reminded of Monty Python’s skit about Spam. In it, no matter what the customer orders, the dish is served with Spam. Mobile’s the same way: Have a website? Mobile’s the answer. Involved in ecommerce? You need a mobile strategy. Social media? Must have mobile. Email campaigns? Ditto. Despite all the hyperbole, ...
Guest blog post by David Daniels, CEO, The Relevancy Group LLC Given the rise of social media and mobile communication, marketers must bridge these increasingly mainstream channels to traditional channels, such as email, in order to be successful. We explore this issue in “How to Harness Social and Mobile for Email Marketing,” the third Alterian eBook I have written on ...
These days the topic in email marketing tends to be whether or not email is dead, and before I go any farther in this post, let me just state that email marketing is far from dead. According to Email Institute’s Q1 2011 Email Trends, ‘Open rates (23.3%) increased both quarter over quarter (by 5.6%) and year over year (by 4.2%)’. ...
I’ve spent the last 3 days at the Merkle CRM Executive Summit. This was a great event attended by more than 250 senior marketing executives from very large brands like Dell, Disney Resorts, AARP and many others. David Williams, the CEO of Merkle kicked off the event with a keynote Monday morning discussing the evolution that has taken place, and ...
I saw a tweet last week about an email that was sent to subscribing customers of a major retailer. The email promoted products (utility pumps, wet/dry vacs, generators, pressure washers and chainsaws) that will help customers clean up after a storm. Readers of The Consumerist sounded off on the retailer’s email and thought it was in poor taste and insensitive, ...
Marketing has undergone a revolution. The social web has had a huge impact on PPC and SEO. Web analytics and metrics now extend beyond the corporate website. Your email, web content and interactions in the social channels need to be integrated. And marketers are more accountable than ever for metrics, so analytics are imperative. How does a marketer stay up ...
Think back to when you were a child. You see a commercial about a toy that seems fun and exciting. You go to school and talk about that new toy with your friends. In the Sunday paper, you see it on sale in a circular. The following week, your friends show off their new toy. Eventually, you convince your parents ...
While often overlooked for obvious email marketing metrics such as opens, clicks and conversions, lift gives you a true reflection of your email campaign performance and ultimately your customers’ behavior. Using this thesis, we ran a test campaign for a client, and by adding a control cell in the campaign data we were able to measure and demonstrate the effect ...
Guest blog post by David Daniels, CEO, The Relevancy Group LLC Segmentation is the topic of the latest e-Book in the Creating Engaging Email series that I am writing for Alterian. Segmentation is a hugely important email marketing strategy and tactic, particularly considering all of the marketing messages that bombard consumers each day. Segmentation is a necessary tool to improve ...
Email marketing isn’t easy. It’s not enough to include a compelling call-to-action for your customers and prospects. You must also wrap it up in a neat little package with an inviting sender name, brief yet compelling subject line with all the right keywords and none of the spam triggers, a call-to-action placed above-the-fold, images tested to properly render and a ...
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