tag:www.econsultancy.com,2008:/topics/email-ecrm Latest Email & eCRM content from Econsultancy 2017-04-05T10:00:00+01:00 tag:www.econsultancy.com,2008:BlogPost/68943 2017-04-05T10:00:00+01:00 2017-04-05T10:00:00+01:00 Five tips to maximize your mailing list signups Patricio Robles <h4>Include a signup form on every page</h4> <p>One of the most effective ways to drive mailing list subscriptions is to invite users to subscribe on as frequent a basis as possible. A dead simple way to do this is to include a signup form on every page of your website.</p> <p>Location can vary; some sites feature signup forms in headers, sidebars or in the middle of page content, while others place them less conspicuously in page footers. Obviously, the more prominent the positioning, the more likely it is that users will see the form, so as a general rule, footer signup forms don't work as well.</p> <p><img src="https://assets.econsultancy.com/images/0008/5071/nytimes.png" alt="" width="339" height="377"></p> <p><em>The New York Times includes signup forms for its email newsletters in article content.</em></p> <h4>Make sure the call-to-action is descriptive if not compelling</h4> <p>The appeal of signing up to your mailing list might be obvious to you, but is it obvious to your users? A compelling call-to-action is an incredibly important factor in driving mailing list signups, but far too many companies still use weak calls-to-action like "sign up for our email list."</p> <p>Calls-to-action should always describe the value provided. For example, "sign up for our email list to receive exclusive offers" or "sign up for our mailing list and get early access to special events" is a reasonably strong call-to-action.</p> <p>High-end retailer Barneys New York might have a well-known brand, but its call-to-action on the email signup form below leaves a lot to be desired.</p> <p><img src="https://assets.econsultancy.com/images/0008/5073/barneys.png" alt="" width="368" height="273"></p> <p>In some cases, it can be worthwhile to employ calls-to-action that encourage users to subscribe with a direct incentive. For instance, some retailers offer the promise of a coupon in exchange for a signup ("sign up for our email list and receive 25% off your next order").</p> <p>Incentive-based calls-to-action can be incredibly effective, but it's worth monitoring retention of the segment of subscribers who signed up for an incentive to ensure that the incentive is driving quality signups.</p> <p><img src="https://assets.econsultancy.com/images/0008/5075/bloomingdales.png" alt="" width="382" height="440"></p> <p><em>Bloomingdale's describes why shoppers should hand over their email addresses, and offers them an incentive.</em></p> <h4>Avoid the dreaded popup</h4> <p>Most users agree: popups are annoying. So don't be lazy: if you can avoid using them, do it. Enough said.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/5070/bostonglobe-blog-flyer.png" alt="" width="470" height="335"></p> <p><em>No-no: the Boston Globe wastes no time displaying pop-ups.</em></p> <h4>If you use the dreaded popup, do it right</h4> <p>To be fair, popups, however annoying, can be effective, which explains why they're still in use despite the fact that they're widely panned. But if you're going to use them, be smart about how you use them. The timing and associated value proposition both need to be right.</p> <p>Many publishers, for instance, hit users with a popup the minute they land on an article page after clicking on a link shared on social media or found through a Google search. This is bad form and generally not very effective in large part because it disrupts the user experience before it even begins. Additionally, in cases where the user is not familiar with the publisher or not a loyal reader, the publisher is asking the user to give up something of value (his or her email address) before the publisher has delivered any value to the user.</p> <p>A better approach is to employ popups based on behavior. For instance, a publisher might display a popup to a user who has read multiple articles across one or more sessions. Or, a publisher that limits users to a set number of free articles each month could give users who have hit the limit access to an additional article if they subscribe to its mailing list.</p> <h4>Use transactional emails</h4> <p>Transactional emails offer great opportunities to convince individuals to subscribe to your mailing list, but they're often under-utilized. For example, retailers frequently invite customers to subscribe to their mailing lists as part of the checkout process. There are a number of reasons that customers don't, but that doesn't mean that they should give up. Instead, transactional emails, such as order confirmations and shipping notifications, are the perfect place to include additional invitations to sign up. </p> <p>The great thing about transactional email calls-to-action is that you will likely have more information about the customer that can be used to more effectively encourage a signup. For instance, a retailer might incentivize a signup with a coupon offering a higher-than-normal discount if a customer placed an order that was well above its average order value.</p> <p><em><strong>For more advice on email best practice:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/67872-email-newsletter-sign-ups-how-fashion-brands-welcome-new-subscribers/">Email newsletter signups: How fashion brands welcome new subscribers</a></li> <li><a href="https://econsultancy.com/reports/the-fundamentals-of-email-marketing/">The Fundamentals of Email Marketing</a></li> </ul> tag:www.econsultancy.com,2008:TrainingDate/3234 2017-03-28T13:11:06+01:00 2017-03-28T13:11:06+01:00 Marketing Automation <p dir="ltr">Align sales with marketing, generate and nurture leads and increase response rates. Marketing Automation (MA) is a growing area of digital that offers big potential for increasing revenue and our training course provide the tools to take advantage of it effectively.</p> <p dir="ltr">You will learn how to match your strategic marketing, demand generation and customer journey with a clear campaign and long term nurture process. </p> <p dir="ltr">No matter if it's your first step, optimising your current platform, or looking to reassess your current goals, this course will help you set clear objectives, to automate and optimise your marketing for maximum success.</p> tag:www.econsultancy.com,2008:TrainingDate/3233 2017-03-28T13:10:22+01:00 2017-03-28T13:10:22+01:00 Marketing Automation <p dir="ltr">Align sales with marketing, generate and nurture leads and increase response rates. Marketing Automation (MA) is a growing area of digital that offers big potential for increasing revenue and our training course provide the tools to take advantage of it effectively.</p> <p dir="ltr">You will learn how to match your strategic marketing, demand generation and customer journey with a clear campaign and long term nurture process. </p> <p dir="ltr">No matter if it's your first step, optimising your current platform, or looking to reassess your current goals, this course will help you set clear objectives, to automate and optimise your marketing for maximum success.</p> tag:www.econsultancy.com,2008:BlogPost/68933 2017-03-28T11:43:51+01:00 2017-03-28T11:43:51+01:00 A day in the life of... a data scientist in an AI company Ben Davis <p>Phrasee also happens to be one of the sponsors of <a style="font-weight: normal;" href="http://conferences.marketingweek.com/supercharged">Supercharged</a>, a July 2017 event from Econsultancy which looks at exciting new AI technology in marketing. Do check it out.</p> <h4> <em>Econsultancy:</em> Neil, please describe your job.</h4> <p><em>Neil Yager:</em> My role is at Phrasee is lead 'data scientist'. This is a job that has only existed (at least with its own name) for a few years. A data scientist is someone who knows more statistics than a software engineer, but with more software experience than a statistician.</p> <p>In my case, I’d add ‘research skills’ to the job spec. To me, research is systematically finding answers to problems that don’t have a known solution.</p> <p><img src="https://assets.econsultancy.com/images/0008/4999/yager.jpg" alt="neil yager" width="300" height="312"></p> <h4> <em>E:</em> Whereabouts do you sit in your organisation?</h4> <p><em>NY:</em> I’m one of Phrasee’s co-founders and work closely with the other founders CEO Parry Malm, our COO Victoria Peppiatt, along with our global team of developers, data scientists, and computational linguists.</p> <p>Together we develop the present, and map out the future, of Phrasee’s technology.</p> <h4> <em>E: </em>What kind of skills do you need to be effective in your role?</h4> <p><em>NY: </em>It is important to be ruthlessly analytical and data driven. I’m hesitant to take any action if I don’t feel there is enough evidence to support it. This applies to technical problems, but also to high-level business decisions.</p> <p>At times this can make me a frustrating person to work with. However, Parry and Victoria are patient and somehow manage to put up with me.</p> <h4> <em>E: </em>Tell us about a typical working day…</h4> <p><em>NY: </em>There isn’t really a typical day. I spend some days designing and tweaking machine learning models, sometimes I’m doing more traditional software development, and other days I spend reading academic papers to catch up on the latest developments in the field.</p> <p>A lot of my time is spent thinking about stuff. It’s hard to explain what that tangibly is. In a previous role I was an inventor, and my job was to think of things no one had ever thought of before. Ever since then I’ve been pretty happy to stare into space and come up with new ideas. It’s these moments that really drive our innovation.</p> <p><img src="https://assets.econsultancy.com/images/0008/5000/Le_penseur_de_la_Porte_de_lEnfer__muse_e_Rodin___4528252054_.jpg" alt="thinker" width="500" height="333"></p> <p><em>Image via Jean-Pierre Dalbéra - <a href="https://commons.wikimedia.org/w/index.php?curid=24671002">Le penseur de la Porte de l'Enfer</a>.</em></p> <h4> <em>E: </em>What do you love about your job? What sucks?</h4> <p><em>NY: </em>I love being at the cutting edge of technology. Some of the techniques we are using now didn’t even exist when we founded Phrasee a few years ago. This is a very exciting time for AI and especially for natural language generation. </p> <p>On the down side, I work remotely (from Canada). Most of the time this works well since it allows me to bury myself in a problem and focus without interruption. However, there are times when I miss Phrasee’s legendary office banter and shenanigans. </p> <p>Overall, I think being remote is a benefit. A lot of my job involves experimenting, analysing results and whatnot. So I’ll speak to HQ in London at 8am my time, and by the time they wake up the next morning, I’ll have had a full day to come up with ideas and solutions.</p> <h4> <em>E: </em>What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h4> <p><em>NY: </em>Ultimately, Phrasee’s success is our client’s success. Our goal is to help them to get a greater ROI from their marketing budget.</p> <p>This is a double-edged sword. If our product is working, our clients immediately see an increase in revenue. However, if our product isn’t working, there is nowhere to hide. Therefore, my performance as Chief Scientist is tightly pegged to our customer’s results.</p> <p>My personal goals are to use AI to do things people never thought possible. If you had asked me five years ago if AI could write better subject lines than humans, I’d have called you crazy! But here we are... and that’s what ultimately motivates me.</p> <p><em>An intro to Phrasee</em></p> <p><iframe src="https://player.vimeo.com/video/138874258" width="640" height="360"></iframe></p> <h4> <em>E: </em>What are your favourite tools to help you get the job done?</h4> <p><em>NY: </em>There is a programming language called Python that we use very heavily. We use this for natural language processing, server-side scripting, training AI neural networks, web frameworks, data visualisation, and much more.</p> <p>Python is powerful, but is also a very graceful language that is easy to pick up. For anyone interested in dabbling in data science, I highly recommend doing some <a href="https://www.coursera.org/courses?languages=en&amp;query=python">free online Python tutorials</a>.</p> <h4> <em>E: </em>How did you get started in the digital industry?</h4> <p><em>NY: </em>Prior to Phrasee I was working in computer vision, which was also the focus of my PhD research. I had no experience in the digital marketing area. Therefore, the story of how I got involved in the industry is the story of how I got involved with Phrasee.</p> <p>To set the scene, AI and <a href="https://econsultancy.com/blog/67384-how-machine-learning-is-changing-online-retail-for-good/">machine learning</a> have been red hot for a few years now. Researchers with a strong background in these areas are in high demand and short supply. Therefore, I’m constantly approached by people with half-baked ideas for new startups. Normally, the pitch is along the lines of “Hey, I’ve got this great idea. It’s going to be huge! You can run with it and give me a cut.” </p> <p>Phrasee’s CEO Parry is an old friend from university. His pitch was different. He said “I know this problem exists in the industry. If you can solve it, I can sell it.” He was unorthodox (to say the least), but he was driven, well-connected, and clearly brilliant.</p> <p>When he introduced me to COO Victoria there was no doubt left in my mind. She has a remarkable ability to take a grand vision and make it a reality. I knew Parry and I alone would never get off the ground without Vic. The rest is history.</p> <p>At first, I thought my lack of digital marketing knowledge was going to be a bad thing – but it’s turned out to be one of our best assets.</p> <p>I don’t have any preconceived ideas about what’s good and what’s bad. So when my co-founders said, “We think X,” I could say, “Well, what about Y?” It’s this status quo challenging that’s allowed us to continuously innovate.</p> <h4> <em>E: </em>Do you have any advice for people who want to work in AI?</h4> <p><em>NY: </em>From Phrasee’s perspective, AI is a set of tools that can be used to solve specific business challenges. This is a broad definition, and there are multiple entry points for those who are interested in the area.</p> <p>To do AI research and development you need a very specific skill set, honed through both academic and industry pursuits. For example, I completed a PhD in in the area and have worked in AI commercially for many years.</p> <p>This doesn’t exclude non-scientists though! AI companies are going concerns and there are many different ways to get involved. For example, language generation and understanding is a core research area of AI. Therefore, at Phrasee we have computational linguists who help develop this technology.</p> <p>Also, we have sales people, customer success colleagues, and heck, we even have HR and an accountant. As far as I’m concerned, all of these people work in AI. </p> <p>We are constantly hiring people who have AI skill sets, but also those who have other skill sets. AI, believe it or not, is only as good as the people driving it. </p> <p><strong><em>If you're looking for a new position in marketing, advertising or ecommerce - why not check out the <a href="https://jobs.econsultancy.com/">Econsultancy jobs board</a>.</em></strong></p> tag:www.econsultancy.com,2008:ConferenceEvent/863 2017-03-26T15:24:36+01:00 2017-03-26T15:24:36+01:00 Digital Outlook 2017 Part 2 - The Sequel <p>We hear you, and we understand that there are still many digital marketing topics that were not covered at <a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10154296603034327" target="_blank">Digital Outlook 2017</a>.</p> <p>We have selected the next six trending digital marketing topics to be presented at this event. Join us in this half day session to find out the trends and digital marketing best practices for the year.</p> <p>There will be 6 keynotes - all aiming to provide the audience with a outlook for the year.</p> <p>&gt;&gt;&gt; <strong>Overview of the 2017's trending digital marketing topics</strong></p> <p>&gt;&gt;&gt; <strong>Trends, best practices and c</strong><strong>ase studies</strong></p> <p>Hear from leading practitioners and network with industry players to learn what digital marketers should focus today to plan for tomorrow and succeed later.</p> <h4>Special Announcement</h4> <p>In partnership with NTUC, e2i and WSG, Econsultancy is carring out a research on <strong>digital marketing training and development needs in Singapore for 2017</strong>. Please help us improve our training courses by completing the short survey <a href="http://www.surveygizmo.com/s3/3421857/b9062f550750" target="_blank">here</a>. In return for your time, you can redeem a discount on Econsultancy training courses in Singapore. </p> tag:www.econsultancy.com,2008:TrainingDate/3231 2017-03-21T16:51:04+00:00 2017-03-21T16:51:04+00:00 Email Marketing - Advanced <p>Give your email campaigns an injection of fresh thinking in this fantastic email marketing workshop.</p> <p>You’ll gain advanced, strategic email marketing training and get the opportunity to have your email campaigns reviewed by an industry expert who will provide practical tips for improvement.</p> <p>Strictly limited to 10 places, the workshop allows for plenty of interaction and you’ll be able to bounce ideas off other experienced marketers.</p> tag:www.econsultancy.com,2008:TrainingDate/3227 2017-03-21T16:47:15+00:00 2017-03-21T16:47:15+00:00 Email Marketing <p>Econsultancy’s Email Marketing Census highlights that almost three-quarters of companies rate email marketing as “excellent‟ or “good‟ in terms of return on investment. However, the Email Marketing Census also shows that marketers are becoming complacent by continuing to overlook email marketing best practice, even though they are sending significantly more emails and spending more budget on this channel.</p> <p style="vertical-align: baseline;">This course will help you to develop your email marketing campaigns by covering a range of prevalent issues including identifying small wins as well as big wins. You will leave the day with a sharpened email strategy having reviewed the effectiveness of your email communications</p> tag:www.econsultancy.com,2008:TrainingDate/3178 2017-03-21T11:39:19+00:00 2017-03-21T11:39:19+00:00 Intensive: Mastering eCRM <p>Implementing a robust CRM strategy delivers vastly improved effectiveness in your marketing programmes. This three day course will help you understand how CRM can help your business and give you the practical skills to apply and assess CRM techniques in the real world.</p> <p>Econsultancy’s intensives are three-day programmes offering you a deep dive into specific digital disciplines. With content drawn from our academically accredited digital certificates, the intensives offer the practical training without the need for long term commitment.</p> <p>Intensives:</p> <ul> <li>Are led by practitioner trainers</li> <li>Include access to resources to support the training</li> <li>Allow delegates to implement and evaluate what they’ve learnt through ‘homework’ and trainer feedback after training</li> <li>Lead to an Econsultancy certificate of completion</li> </ul> tag:www.econsultancy.com,2008:TrainingDate/3162 2017-03-21T11:14:13+00:00 2017-03-21T11:14:13+00:00 eCRM <p>The principles of traditional, offline-focussed, Customer Relationship Management are not up to the challenge of new web channels, social media and mobile engagements. This course will take you through the essentials of the new approach to eCRM - enabling you to execute a high performance CRM solution that drives revenue.</p> tag:www.econsultancy.com,2008:BlogPost/68897 2017-03-16T11:08:00+00:00 2017-03-16T11:08:00+00:00 Machines: "I think what the marketers meant to say..." Ben Davis <p>I'm not suggesting that marketers are God-like (Hicks derided them), but just like Him they are going to have to get used to having their words reinterpreted.</p> <p>And this time, it's machines that are doing the interpretation.</p> <h3>Language optimisation</h3> <p>Natural language processing may be a long way off perfect, but there are a number of companies that have created <a href="https://econsultancy.com/blog/68496-10-examples-of-ai-powered-marketing-software/">AI-powered software</a> which can optimise the written word.</p> <p><a href="https://persado.com/">Persado</a> is one of them and I recently spoke to SVP Product &amp; Engineering Assaf Baciu about the company's platform. Persado describes what it does as 'cognitive content generation', but for the layman, it's best understood as language optimisation and it is most commonly or best known as a way of increasing email engagement.</p> <p>The marketer writes a subject line, the software comes up with many variants of the subject line and determines which will perform best.</p> <p>It does this by using a large database of words, phrases and images, which have been scored against response data from billions of impressions. A new message from a marketer can be tailored for various emotional and rational triggers, and the platform will create many permutations drawing on the historical database.</p> <p>It's the analysis of the subject line sentiment as a whole, rather than simply the effectiveness of individual words, that matters. Parry Malm of competitor Phrasee has previously written about these emotional triggers on the Econsultancy blog, defining <a href="https://econsultancy.com/blog/67739-according-to-32-198-emails-most-retailers-use-boring-subject-lines/">six common styles of subject line</a> (from very direct and very urgent, to benefit-led and human).</p> <p>Targeting these particular emotions allows AI-powered subject lines to break out from the conventional subject lines created by marketers due to inertia, fear of what the boss might say or fear of deviation from the competition.</p> <p>These original control messages are tested, along with a handful of the millions of AI-generated permutations rated most likely to succeed.</p> <p>For example, working with clothing retailer Lucky Brand, Persado increased conversion rates using the triggers of achievement and exclusivity in subject lines such as "EARNED IT! You've scored an invitation: Uncover your mystery tonight."</p> <h3>Improving all communication, not just email</h3> <p>Any software like Persado's or Phrasee's needs a certain degree of scale to prove its effectiveness. Obviously, the brands that send the most emails to the biggest databases have the most to gain from a percentage uptick in conversion.</p> <p>And the sobering part for <a href="https://econsultancy.com/training/courses/topics/copywriting">copywriters</a> is that the machine outperforms the human very reliably, subject line versus subject line.</p> <p>But, of course, we're not just talking about emails, here. This technology can be used whever brands communicate with customers.</p> <p>Persado SVP Baciu suggests relatively novel use cases such as optimising messages that improve adherence to treatment in pharma - in the not distant future, your phone may alert you it is time to take a pill and the text of that message can be optimised.</p> <p>Elsewhere, the company has even mooted its technology as a way to create the most impactful public announcements, for example when advising subway travellers to move away from the closing doors. Measurement of success may be tricky, but you get the idea.</p> <p>At the moment though, most brands use the tech for email, landing pages and push notifications.</p> <h3>The future is machine interpretation of marketing messages</h3> <p>Baciu made it clear he sees a future where marketers communicate with machines, which then communicate with consumers. </p> <p>You may have reservations about what this means, particularly if you're a writer. Will all copywriting converge, will the subtlety be sucked out of the job?</p> <p>Reservations about a lack of art, an increase in clickbait - to a CMO perhaps this doesn't really matter when faced with a lovely increase in short-term conversions.</p> <p>However, we all know how brands struggle with multichannel attribution, and understanding the longer term impact of AI-generated communication on brand image and lifetime customer value is really important.</p> <p>This tech does represent a leap forward in email CRO, but it needs to be used responsibly if marketers are serious about their commitment to a branded and multichannel customer experience.</p> <p><em><strong>For more on AI, subscribers can check out our report, <a href="https://econsultancy.com/reports/marketing-in-the-age-of-artificial-intelligence/">Marketing in the Age of Artificial Intelligence</a>, or d</strong></em><strong><em>iscover the world of AI-powered marketing at Econsultancy’s <a href="http://conferences.marketingweek.com/supercharged">Supercharged</a> event in London on July 4th.</em></strong></p>