Topic: Retail E-Marketing

Whiskey & More has a brilliant welcome email. It’s on brand, concise, humorous, tells you everything you need to know, sets the right expectations, and it does it all in about 60 words.

Why this email is particularly brilliant is that they state that they won’t inundate your inbox with emails,  because they are ‘too busy sussing out great deals on whiskey’.

Which surprisingly, contrary to pushing people away, is actually comforting for the subscriber because it sets expectations up front that they don’t need to be afraid of them flooding their inbox, and drives home the concept that these guys are focussed on what they do best and as a subscriber that makes me feel even more confident in them and their products and services.

It makes me look forward to the very infrequent emails I will be receiving, because supposedly they will be packed with some fairly impressive whiskey deals, and really from a whiskey company that is what you sign up for right?

Whiskey&More

Click on the image to see the full version of the email

 

content-is-kingHere are some key content statistics every content marketer needs to know. Let’s comb through some key statistics to shed some light on just how effective good content, especially visual content, really is.

“Drawing in leads is one thing, but getting the kind of engagement that leads to a conversion is where the action is at. Strong content is a leading driver in this area”

Video and e-mail marketing can increase click through rates by more than 90%. (Source: Mist Media)

Viewers are 85% more likely to purchase a product after watching a product video (Source: Captains of Industry)

90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. (Sources: 3M Corporation and Zabisco)

40% of people will respond better to visual information than plain text. (Source: Zabisco)

61% of shoppers prefer brands that offer custom content (Source: Captains of Industry)

46.1% of people say a website’s design is the number one criterion for discerning the credibility of the company. (Source: Stanford Persuasive Technology Lab)

Posts that include video attract 3 times more inbound links than plain text posts (Source: Captains of Industry)

Publishers who use infographics grow in traffic an average of 12% more than those who don’t. (Source: AnsonAlex)

Posts with videos attract 3 times more inbound links than plain text posts. (Source: SEOmoz)

Companies that blog at least 20 times a month generate 5 times more traffic and 4 times more leads than those who only blog a few times a month (Source: Captains of Industry)

Visual content drives engagement. In fact, just one month after the introduction of Facebook timeline for brands, visual content — photos and videos — saw a 65% increase in engagement. (Source: Simply Measured)

On Facebook, photos perform best for likes, comments, and shares as compared to text, video, and links. (Source: Dan Zarrella)

37% of Pinterest account holders log in a few times every week; 28% said they log in a few times a month; 15% log in once daily; 10% log in numerous times a day. (Source: PriceGrabber)

98% of people surveyed with a Pinterest account said they also have a Facebook and/or Twitter account (Source: PriceGrabber)

Pinterest generated more referral traffic for businesses than Google+, YouTube, and LinkedIn combined. (Source: Shareaholic)

Pinterest drives sales directly from its website — of people with Pinterest accounts, 21% have purchased an item after seeing it on Pinterest. (Source: PriceGrabber)

85% of the US internet audience watches videos online. The 25-34 age group watches the most online videos, and adult males spend 40% more time watching videos on the internet than females. (Sources: comScore and Nielsen)

Over 60 hours of videos are uploaded each minute on YouTube. (Source: YouTube)

700 YouTube videos are shared on Twitter every minute (Source: YouTube)

Viewers spend 100% more time on pages with videos on them. (Source: MarketingSherpa)

Mobile video viewing increased 35% from 2010 to 2011. (Source: Nielsen)

25 million smartphone users stream 4 hours of mobile video per month. 75% of smartphone users watch videos on their phones, 26% of whom use video at least once a day. (Sources: Ooyala and Ipsos)

Mobile video subscription is expected to hit $16 billion in revenue by 2014, with over 500 million subscribers. (Source: Ooyala)

Viewers are 85% more likely to purchase a product after watching a product video. (Source: Internet Retailer)

It is never to early to prepare for Christmas, especially if you are an elf – they prepare all year long.  So we thought we could help out by sharing our tips for maximising the effectiveness of your Christmas campaign, and help you stand out amongst all the other Christmas mail.

1. The first step is to prepare.

It’s the Christmas season and everyone gets busy, every year, so plan to plan well in advance. After spending all year building rapport with customers and sending great email campaigns, the last thing you want to do is hurriedly put together a last minute Christmas email. This is where it counts! Send something they’ll remember all of next year and keep them coming back for more. So here are our top pointers:

a. Think about who your target audience is.
WHAT are you offering?
WHY you are offering it?
HOW often you will email people?
Will you set up a fun series of Christmas emails, or send just the one super Christmas email?

b. Keep in mind the relevancy of the campaign to the recipients. Those Christmas garden galoshes may be superb, but if you are sending them to someone who would rather hear about your garden cricket set, you have lost a major opportunity to both appeal to your customers and sell them something. And with everyone struggling to be heard at Christmas, relevancy is more important than ever! Mail that is tailored to your recipients and personalised will grab their attention over the emails that are bland and generic. So think about how you can tailor your Christmas campaigns to your recipients.

2. When you lure them in, where are they going to go?

a. If you are on Pinterest and if it’s relevant to your brand, why not make a Christmas board full of gift ideas, with each product image linking back to your website  to drive traffic. Just look at all the Christmas posts on Pinterest! Then once your board is full of pretty pictures, click here to read about how to integrate it into your email campaign.

b. You are getting your seasonal campaigns designed, and the Christmas rush is looming  - but before you send that campaign and drive all that traffic to your site, check what you are doing online first. If you have an eCommerce site then you’ll love these insights we heard from Google and the Australian Centre for Retail Studies at a NZRA online retailers seminar this month.

3. The first thing someone sees  is your subject line.

a. If you have done all that planning, and gone to all the effort of making a beautiful Christmas email, but people don’t open it because of the subject line, then it doesn’t matter how great your email is, or how many cute elves are singing in it – getting your subject line right is #1. For more info read this post on creating effective subject lines – and this post on using special characters in your subject line to help you stand out.

b. Make sure your subject line is intriguing, catchy and stands out amongst the rest. Some key things to think about are whether or not personalisation is relevant or suitable. Also you don’t want your email getting picked up by spam filters, so avoid using words like “sale” and “free” too much.

3. Once you have got into their inbox….

a. A creative, well designed email with a Christmas theme that is interactive and fun is great for this time of year. Also, sending your clients an email to thank them for their loyalty over the past year is a great way to encourage loyalty in the coming year and make your clients feel appreciated. So make it a goal of yours this year to have the smartest and most memorable Christmas message of all!

b. If you would like any ideas, our creative team has loads! Get in touch with us now

email-overwhelmLet’s keep this brief, it’s coming up to Christmas and you are busy, sometimes though we can all do with just a little bit of reminding.

So here is your reminder that the holiday season is almost here (No surprise there) and more people than ever before are shopping via mobile and tablets (No surprise there either) so you will want to have your responsive-design-mobile-holiday-season-email-marketing-strategy-machine firing up and ready to go.  To help you fire up, here are some important numbers for your consideration.

27% of consumers over the last year found a shopping website thanks to an email from the retailer which drove them to the website. 22% of consumers arrived via organic search the rest were already existing customers and knew where they headed. (Not to say an email didn’t help them on their way) Any way you look at this, consumers are largely driven to your shopping website thanks to email. So this holiday season how are you going to utilise email to attract attention and drive consumers to your site?

And remember 49% of all emails are now opened on a mobile device… and 75% of those who read email on their mobile delete any email that doesn’t render correctly… so I can’t impress upon you enough the importance of having a mobile email strategy in place if you haven’t already.

With the average user receiving an average of 70 emails a day (That’s on average – for some it’s a couple of hundred) you need to look at what is unique and interesting and appealing about your email….  think about what value are you offering? How are you segmenting your database to better target subscribers and offer more personalised shopping options? Are you using your tried and tested friendly from name? Are you using short, catchy subject lines? Do you have the hierarchy of your content sorted appropriately? Is there an obvious call to action? Are the links finger-friendly? Are you offering something your competitor is not?

This is really just about getting you thinking about your holiday marketing; I will be following this post up next week with a more in depth look at specifically how you can create successful holiday email campaigns, so watch this space….

In the meantime, do you need some inspiration and ideas? Start by checking out our Jericho Pinterest board full of beautiful holiday email marketing inspiration and if you need some more expert advice – email us!

Did you know, a whopping 65 percent of email recipients engage with promotional email in the afternoons and evenings.

conversion-time-of-day-retention-2013
Yet according to a recent report by Retention Science, marketers tend to send emails in the morning.  Well that seems a bit crazy doesn’t it. Why are marketers mostly sending their promotional emails in the morning, when customers are in a buying mood in the afternoon? This means all your beautiful promotional marketing emails are arriving when the consumers are not in the right mind set and have other things on their mind …. This is a seriously big gap between when marketers are sending emails and when they are read, so I think this is is in dire need of a rethink.

Email-Conversion-Rates-Day-of-Week-300x263

So now we know, best time of day to send promotional emails is the afternoon. What about the best days for conversions?  Retention Science advises that emails sent on Tuesdays and Fridays get the most conversions, with 28% on Tuesdays, and 26% on Fridays. Surprisingly Saturday is the lowest performing day of the week with just 3% conversions, Sunday isn’t much better with just 6%.

Hmmm… time for a review of your weekly email marketing activity? Email us!

 

http://www.marketingprofs.com/charts/2013/11894/the-best-days-and-times-for-promotional-email-conversions?adref=nl102313

I received an email from Taptastic the other day with the cutest subject line I’ve ever seen to date…

I had many unread emails in my inbox yet this one stood out like a sore thumb… in a good way… and I wanted to share it with you.

Behold, the subject line in all it’s cute attention getting glory:

There has been much talk about using symbols in subject lines - and we even blog about it - what are some of the best examples you have seen? Share them with us!

 

Customer acquisition via email has quadrupled over the past 4 years according to the recent Custora eCommerce Customer Acquisition Snapshot Report.

The last few years have seen huge changes in the world of Digital Marketing, and Email Marketing has been a consistently growing and ever more popular channel, with ever increasing numbers of retailers and marketers turning to email to promote list growth, share information, market sales, and more.

The report is an effort to reflect this constantly changing landscape and shed some light on what is really shaping e-Commerce and Digital Marketing. The graph below highlights the massive lead that email has beyond the other channels. Second only to organic search, I think it’s safe to say email is still winning this one.

 

AcquisitionChannelGrowthsml

Acquisition Channel Growth
(Click on graph to view full size)

Customer Lifetime value  (CLV) in this report refers to the future profit a company expects to earn from a customer through their relationship with the business. As we can see in the below graph, Email provides the third highest value out of all channels, again only behind organic search.

CustomerValuebyChannelsml

Customer Lifetime Value by Channel
(Click on graph to see full size)

 

Although I wouldn’t discount the value of social yet I do however think those mailing lists and the value of email is going to trump other digital channels for some time yet.

Alpha Recruitment sent an attention grabbing email recently saying ‘Keep Calm and Like our Facebook Page’ and it certainly got my attention!

They sent this solus email out saying that since they have won their category in the SEEK Sara’s awards so many times they are not in the running this year, however you can still show that you back them by going and liking their Facebook page.

The email is really just one big Like button with the call to action front and centre, with just a brief amount of clear concise copy which explains what the email is about but keeps the focus on the visual call to action. A great feature of the email is their play on the ‘keep calm’ slogan and the Facebook colour scheme which I’m really liking, and all these factors come together seamlessly to create a simple campaign that really stands out.

Click the image below to see the full email:

 

This month’s email makeover from the expert team at Jericho is…  Grabaseat!

Click the image below to check out the ‘before’ email:

 

Click on the image below to check out the ‘after’ email:

What do you think of our Grabaseat email makeover?

Automated email which is relevant to the recipient, and timed just right to maximise revenue is the holy grail for the email marketer.

But it’s not easy to get right. Everyone does it differently, yet the drive to optimise each customer experience must keep improving.

There are parts of this process, such as the unsubscribe process, which can be the roadblock in an otherwise pleasant journey.

Clearly, the Brads have struck this – prompting 30 frames of genius.

Click through and have a giggle at this cartoon which puts it way better than we could ever write it.

Your thoughts on this are welcome.