dotdigital
The festive season is upon us and everyone is getting ready to send their best offers and campaigns to their databases. During this time recipients are receiving a lot of emails as businesses try and reach large revenue goals. One of the common challenges during the holiday period is list churn. Recipients change their email addresses, report messages as spam, and unsubscribe. Interests change over time and something you would subscribe to five years ago is something you are no longer interested in. Some people just signed up to get a welcome reward, others might have found a better offer and some might have not got what they were expecting or received too many emails. Ultimately, there are a lot of reasons why recipients unsubscribe. With the sheer amount of marketing emails in people’s inboxes respecting unsubscribes is more important than ever. Unsubscribes are great Yes, you read that right.…
In our previous post, we chatted about the brain works when it makes a purchase decision (check it out here), but how do you take all that neuroscience and *actually* use it? We mentioned how nurture plays a significant role in helping the brain decide to buy, but how can you make that happen for you? We’re not about vague theories that have no real application! So let’s take a look at some practical applications for using these insights as we walk through 5 ways to pack a punch with the purchase formula in your very own campaigns. 1. Welcome campaigns Never underestimate the power of a really good welcome campaign! The very first time a new contact joins your list, you should roll out the red carpet. When you provide a fantastic welcome and wow campaign you’re able to provide the brain with context as to why you do…
It’s the time of year when there’s the strongest incentive to skirt around some best practices and send as much email as possible to try to maximize revenue. However, the last thing you want to deal with during the critical holiday sending period is delivery or inbox placement issues. Sending to old data or data collected under less than ideal circumstances significantly increases the risk of degrading your sender reputation, reducing the chances of you reaching the inbox – even for recipients who are fans of your brand. Sending in this way also carries the risk of severe inbox placement issues or your emails being blocked entirely – especially if you send to a spamtrap. Reputation damage can take a long time to repair and could negatively impact your ability to generate revenue from your emails for weeks or even months. In this post, I’ll provide advice on the lump…
Good marketing helps communicate whether or not a product is right for the end consumer in a way the brain understands. A little bit of insight into the neuroscience around how we make those decisions can go a long way to helping you create your own marketing masterpieces; so let’s take a look at how the brain makes a purchase decision, what the purchase formula looks like, and what that means for your email automation. How the brain makes a purchase decision The brain uses a purchase formula to decide whether or not to buy a product or service – it’s a very specific process that you can watch if you have your own fMRI scanner at home… If you don’t have an fMRI scanner in the front room, not to worry. The lovely Professor Brian Knutson and his colleagues at Stanford university did it all for you! They ran…
“The times change, and if you don’t change with them, you get left behind.” Bradley Walsh I couldn’t agree more with that quote. The ecommerce industry is changing, and believe it or not, 319.6 billion emails are sent every day. To put into perspective, 10.5 million emails have already been sent in the 3 seconds you took reading this sentence. Moreover, several businesses have seen fantastic results, in fact, Mr. Beer reported an 800% increase in customer orders. So, what is EDM marketing? Electronic Direct Mail (EDM) is a form of digital marketing strategy that businesses implement to promote products to a list of potential customers (who are opted-in) via email. In addition to EDMs, brands can also target customers across various channels through cross-channel marketing. Do you know it takes between 6 to 8 touchpoints before converting subscribers to an actual paying customer? If you do a bit of research…
In March 2020, we – like many other businesses – made the transition from live to virtual events. Committed to providing valuable educational content to our clients, we adapted. We never stopped engaging with you, starting interesting conversations around everything from email marketing and cross-channel engagement to working from home and crisis communication. We’ve been with you every step of the way. But we haven’t seen you. If there’s one thing we’ve missed over this long, crazy time, it’s seeing the happy, smiling faces of our partners and clients in person. Dipping our toes We know we’ve been missing live events, but have you? Before we decided to organize an in-person we needed to make sure there was an appetite for them. Have you been missing us as much as we’ve been missing you? Back in July 2021, during a live virtual event, we were hosting, we asked you for…