tag:econsultancy.com,2008:/topics/email-ecrm Latest Email & eCRM content from Econsultancy 2016-09-14T13:30:00+01:00 tag:econsultancy.com,2008:BlogPost/68283 2016-09-14T13:30:00+01:00 2016-09-14T13:30:00+01:00 Four things email marketers should do to get noticed in their company Parry Malm <p>First, let's take stock of what else is happening in a typical digital department.</p> <p>See, you got the social people, who get all the kudos for crafting a witty tweet, or getting some Likes on Insta.</p> <p>Then, you got the PPC/SEO people, who enter into an unhealthy relationship with their beau Google, subservient to its whims, but deeply in love with an algorithm.</p> <p>And of course, let’s not forget the UI/UX people, who built awesome websites, and who often believe they deserve a Nobel prize for doing so.</p> <p><img src="https://assets.econsultancy.com/images/0007/9115/social_media_guy.jpg" alt="" width="472" height="472"></p> <p>But email peeps, they're a humble people. They never shout about what they do. </p> <p>And yet they do what they do, week in and week out, often without recognition or praise, because, and let’s not forget this point, <strong>email is dead, so whatever</strong> (THAT WAS SARCASM).</p> <p>Now of course, the preceding sarcasm illustrates a point. While email is an oft maligned marketing channel, <a href="https://econsultancy.com/blog/67734-three-key-charts-from-our-2016-email-marketing-census/">it remains a hugely effective channel</a>... and the one for which you control your own destiny.</p> <h3><strong>How so?</strong></h3> <p><strong>Social</strong> – Facebook, Insta, Twitter etc. – your data is owned by a large tech company that could shut you down tomorrow (or charge you for reach).</p> <p><strong>SEO/PPC</strong> – your reach is fundamentally controlled by a large tech company that could destroy your revenue lines tomorrow.</p> <p><strong>UI/UX</strong> – you’re dependent on people coming to your site, so without traffic drivers, well, you’re like a tree falling in the woods...</p> <p>But email? Email is different.</p> <p><img src="https://assets.econsultancy.com/images/0007/9116/email_dead.jpg" alt="" width="298" height="403">  </p> <p>Email is the one channel for which you own your own destiny. You’re not beholden to a third party to reach out to your audience.</p> <p>You’re not forced into paying for reach that you’ve earned. You’re not subservient to anyone (well, just your CRM database, but anyway).</p> <p>See, anyone can collect and send out emails. And that’s why, over and over, email remains one of the strongest digital marketing performers. Or, as some may say, <a href="https://econsultancy.com/blog/64685-why-custom-audience-targeting-proves-that-email-has-won-the-internet/">it’s won the internet</a>.</p> <p>Due to corporate under-investment in email (and perhaps over-investment in other channels), email marketing is often left to the status quo.</p> <p>“Just send more email,” they say, not realising this is tautological advice.</p> <p>So if you’re an email marketer, <strong>here’s some actual tips on how you can get the recognition you deserve:</strong></p> <h3>1. Track email sales better than you do now</h3> <p>Attributing sales to email is hard. The human event of i) receive an email, ii) open said email, iii) click on a link, and iv) buy right away is quite rare.</p> <p>Sure, it happens, but it doesn’t happen all the time.</p> <p>It’s not like <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC</a>, where often it leads to a direct sale straight away.</p> <p>But does that mean that email isn’t an effective sales channel? NOPE.</p> <p><img src="https://assets.econsultancy.com/images/0007/9117/prove_roi.jpg" alt="" width="400" height="400"></p> <p>Think about your own experience.</p> <p>When’s the last time you received, opened, clicked and bought from a marketing email? You probably have once or twice, but it’s not an everyday occurrence.</p> <p>What is more common is to receive emails, which triggers a need to buy, and then you either go to a brand’s site, or remind yourself to buy something from that brand.</p> <p>So what you need is a more robust attribution model. As part of that, find the statistical answers to these questions:</p> <ul> <li>How many people who were sent my email bought something in the next X days?</li> <li>What about those who opened? And clicked? And even unsubscribed?</li> <li>Once someone signs up to my list, how much is their average spend overall in the next X months?</li> </ul> <p>From here, you can work out what an incremental person on your list is worth. And, subsequently, what an incremental open is worth, and an incremental click, and so on.</p> <p>Then you can show, with statistical mettle, how much money you’re actually making. And I bet it’s loads.</p> <h3>2. Don’t over-segment your audience </h3> <p>Marketing 101 class taught us to segment and target your audience. And yes, often this makes sense, but up to a point.</p> <p>“What’s this? Are you refuting all the experts?” you ask? Well, in a way, yes, and here’s why.</p> <p>It’s the <a href="https://en.wikipedia.org/wiki/Diminishing_returns">law of diminishing marginal returns</a>. Or, as you may know it, Pareto’s Law. Or, even simpler, the 80/20 rule.</p> <p><img src="https://assets.econsultancy.com/images/0007/9118/economy_stupid.jpg" alt="" width="500" height="271"></p> <p>What’s that, you ask? 80% of your results will come from 20% of the effort. Sounds good in principle, but what about practice?</p> <p>See, one massive problem I’ve seen over and over and over is over-segmenting.</p> <p>People will create a million segments on their list. Because, you know, 48-year-old females who bought shoes in the last six months and have a cat called “Bubbles” are a key demographic for your stiletto sales.</p> <p>But as you create more segments, it creates more ongoing effort, and a huge opportunity cost.</p> <p>More ongoing effort, because you’ll need to refactor the segments before every send, in case things have changed (which they will). And you’ll spend hours down the rabbit hole trying to find these minute segments.</p> <p>Which means less time to ensure what you send out is good – thus a huge opportunity cost.</p> <p>So you’ll be sending out perfectly targeted but crappy messages.</p> <p>Instead, spend 20% of your effort on data segments, and you’ll get 80% of the benefit. The marginal gains from extra data work will be incremental at best. So instead, focus the remaining 80% of your effort on other stuff.</p> <p>This way, you’ll get the majority of the benefit of segmenting, while not eschewing the other optimisable elements of a good email marketing programme. </p> <h3>3. Get a small budget for trying new stuff… then ask for more</h3> <p>Like Prop Joe in The Wire said, “<a href="https://www.youtube.com/watch?v=-q2LWHZ6O_M">Buy for a dollar, and sell for two</a>,” before he was unceremoniously killed by Slim Charles and his own nephew Cheese.</p> <p>Come on Cheese, that’s your uncle, what are you doing with your life? Oh wait, he got killed too. Comeuppance!</p> <p>Anyhoo.</p> <p>There’s so much cool stuff you can do in email marketing, but it requires budget, both in terms of money and time.</p> <p>And, considering <a href="https://www.marketingweek.com/2015/04/22/trends-email-marketing/">email marketing is under-invested</a> in the first place, asking for £1m off the hop is going to get turned down.</p> <p>Instead, be smart about how you try out new stuff.</p> <p><img src="https://assets.econsultancy.com/images/0007/9119/test_for_a_dollar.jpg" alt="" width="349" height="466"></p> <p>Ask for a testing budget, an amount that will allow you to fully try new things, but not break the bank.</p> <p>Then, let your boss know it’s a testing budget. Here’s a boilerplate argument:</p> <p>“So I’ve shown that our previous strategy of over-segmentation had an unsustainable opportunity cost.  </p> <p>"Now that we’ve determined the optimal effort required for segmentation effectiveness, it’s time for me to refocus on in-segment optimisation.</p> <p>"However, of course, I can’t predict the future. So what I suggest is switching a small amount of our planned budget for &lt;something&gt; to email marketing, so I can further improve our campaigns.</p> <p>"What this will mean is either 1) we keep making money from email; or 2) we make more money from email by testing out new stuff.”</p> <p>Boom. No brainer, right?</p> <h3>4. Use better subject lines</h3> <p>Okay, so of course I’m going to talk about using <a href="https://econsultancy.com/blog/66328-211-awesome-phrases-for-email-subject-lines-that-sell/">better subject lines</a>, right? But, it’s important, and here’s why.</p> <p>Effective segments are an important part of the email battle. The next step, obviously, is to get your main messaging seen by more people.</p> <p>How do you do that?</p> <p>Two options:</p> <ul> <li>Send out more email. But this is a brute-force approach, and obviously you don’t want to over-send, or people will hate you.</li> <li>Send out better email. A better strategy, because your average revenue per email will go up, thus generating your department more ROI. And it will make you look ace.</li> </ul> <p>The obvious starting point is to produce better subject lines.</p> <p><img src="https://assets.econsultancy.com/images/0007/9120/chuck_norris.jpg" alt="" width="400" height="498"></p> <p>Segmentation, often, is a data-driven process. It’s not you sat at your desk going, “You know what I think would work?” It’s based upon numbers, upon stats, upon cold hard facts.</p> <p>Subject lines should be too.</p> <p>In optimising your subject lines per segment, you will:</p> <ul> <li>Get more opens and clicks, which you already proved are tied to revenue in #1 above.</li> <li>Justify spending less time fighting with non-causal segments, and just make money, as pointed out in #2 above.</li> <li>Take test money, make money from it, and get more investment in your department, as suggested in #3 above.</li> <li>Have awesome subject lines, as indicated in #4, this point, which is sweet.</li> </ul> <h3>Email marketers, it’s time for you to get noticed… because you’re awesome.</h3> <p>No longer should email marketing be forgotten, like a lowly serf ploughing fields for the social/PPC/UI landlords.</p> <p>Instead, you should be the Queen, or at least be sitting upstairs with the Crawleys, not stuck downstairs while everyone else eats caviar.</p> <p>Let your ROI do the talking, because at the end of the day, that’s what your boss, your boss’ boss, and their boss, ultimately cares about.</p> <h3>Find out more at the Festival of Marketing… </h3> <p><img src="https://assets.econsultancy.com/images/0007/9121/party_hard.jpg" alt="" width="500" height="343"></p> <p>The Phrasee team will be at the <a href="http://www.festivalofmarketing.com/sponsors/phrasee">Festival of Marketing</a> in a few weeks’ time. Come say hi. It’ll be awesome.</p> tag:econsultancy.com,2008:TrainingDate/3094 2016-09-13T06:03:11+01:00 2016-09-13T06:03:11+01:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> tag:econsultancy.com,2008:BlogPost/68231 2016-08-26T14:22:00+01:00 2016-08-26T14:22:00+01:00 Five ways to utilize your data to increase sales Shaun Haase <p dir="ltr">Only <a href="http://www.technologyreview.com/news/514346/the-data-made-me-do-it/">0.5% of data available is used</a>, as the sheer amount and complexity of the data intimidates companies.</p> <p dir="ltr">Many believe that only large enterprises have the resources to utilize big data, yet small businesses can easily take advantage of it as well.  </p> <p dir="ltr">Making sense of this information can be overwhelming, but once you discover a way to integrate it into your own decision-making process, you’ll quickly realize the myriad of new sales opportunities that are now at your disposal. </p> <h3 dir="ltr">1. Analyze old data</h3> <p dir="ltr">Your historical sales data holds valuable information that can be leveraged to improve sales efforts at each stage of the funnel.</p> <p dir="ltr">By identifying which sales tactics work best, you’ll be able to gradually refine your approach and improve conversion rates each time.</p> <p dir="ltr">In order to do this, gather all of your data from past leads, opportunities and sales transactions and input them into <a href="https://econsultancy.com/reports/the-role-of-crm-in-data-driven-marketing/">a CRM software</a>.</p> <p dir="ltr">With all of your historical data stored and organized in one place, you’ll be able to analyze which strategies worked best for each customer or product segment.</p> <p dir="ltr">Historical data can also be used to improve sales forecasts, allowing you to identify high-value targets and better allocate potential opportunities and new leads.</p> <p dir="ltr">Having your sales team concentrate on only the most promising opportunities will rapidly increase the efficiency and effectiveness of your sales efforts.</p> <h3 dir="ltr">2. Optimize pricing</h3> <p dir="ltr">Pricing can be one of the biggest challenges of introducing a new product.</p> <p dir="ltr">Pricing too high can drive customers away, yet pricing too low can erode your profit margins and even customer perception.</p> <p dir="ltr">In addition to external research (e.g. tracking the competitive landscape and market opportunity), carefully analyze past transactions and your customer base.</p> <p dir="ltr">Using data from your CRM (or similar analytics software), segment your customers by different price points to help narrow down the ideal price range based on each group’s price tolerance, behavior and demand.</p> <p dir="ltr">Combining both internal and external data points arms you with the necessary insights needed to determine an optimal pricing structure for maximum sales potential.</p> <h3 dir="ltr">3. Refine your messaging</h3> <p dir="ltr">Customers have their own set of attributes and require communications that are tailored to their specific needs, preferences and desires.</p> <p dir="ltr">Most businesses do this by creating <a href="https://econsultancy.com/blog/62303-how-to-effectively-segment-your-data/">customer segments</a> based on a wide range of attributes such as geographic location, age, sex, marital status, etc.</p> <p dir="ltr">But how do you determine which message works best for each customer segment?</p> <p dir="ltr">By A/B testing the various elements of each message, you can analyze how customers respond to different headlines, offers, images and copy to find that works best.</p> <h3 dir="ltr">4. Visualize the data</h3> <p dir="ltr">Raw data can be confusing to interpret and time-consuming to sift through, especially when you have a large amount of it.</p> <p dir="ltr">Instead, visualize the data through centralized dashboards that provide a constant stream of information.</p> <p dir="ltr">One example is <a href="https://www.geckoboard.com/">Geckoboard</a>, a dashboard app that displays real-time data in a visual and dynamic manner, making it simpler for teams to reference relevant data when making critical decisions.</p> <p dir="ltr">Sales teams can easily use this visual data to track progress and monitor any relevant metrics.</p> <h3 dir="ltr">5. Create compelling case studies  </h3> <p dir="ltr"><a href="https://econsultancy.com/case-studies/">Case studies</a> are an effective way to inform potential customers of your capabilities and recent accomplishments; they highlight real world examples and serve as facilitators when closing new deals.</p> <p dir="ltr">Web apps such as <a href="http://sketchdeck.com/">SketchDeck</a> can pull specific data points into case studies to effectively communicate value to your customers.</p> <p dir="ltr">Beyond incorporating core data points, be sure to include visual elements such as charts and graphs that clearly highlight the key points and benefits.</p> <p dir="ltr">Keeping your case studies brief and concise with visual data will help you create impactful selling points.</p> <p dir="ltr">Extracting value from your data takes some time and effort, but once you do, the benefits are endless.</p> <p dir="ltr">Regardless of the size of your business, learning to incorporate data into your sales processes will not only help you become a much better decision maker but also drive revenue growth.</p> <p dir="ltr"><em>To learn more, check out Econsultancy’s range of <a href="https://econsultancy.com/training/courses/topics/data-analytics/">data and analytics training courses</a>.</em></p> tag:econsultancy.com,2008:BlogPost/68132 2016-08-16T15:15:10+01:00 2016-08-16T15:15:10+01:00 10 key challenges facing CRM marketers Ben Davis <h3>1. Too much data, not enough action? </h3> <p>In 2015, Econsultancy's <a href="https://econsultancy.com/reports/measurement-and-analytics-report/">Measurement and Analytics report</a> showed that 40% of executives found more than half of their collated analytics data was useful for decision-making.</p> <p>That proportion of marketers dropped to 33% in the recent 2016 survey, due perhaps to an increase in complexity, particularly in advertising, with new technology hitting the market.</p> <p><img src="https://assets.econsultancy.com/images/0007/8066/Screen_Shot_2016-08-16_at_10.48.02.png" alt="how much data do analysts use?" width="615"></p> <p>One other explanation could be that mid-tier organisations are getting more of their data in order, but haven't quite worked out what to do with it yet.</p> <p>This seems to be the story when I speak to Ivan Mazour, CEO and founder of Ometria.</p> <p>The company started out in data and analytics, combining data for clients to create <a href="https://econsultancy.com/blog/65425-what-is-the-single-customer-view-and-why-do-you-need-it/">a single customer view</a> (from ecommerce purchase data, to website data, marketing data, offline data etc.).</p> <p>However, Ometria changed direction a couple of years back, realising that when many of its customers got their data in order, they weren't entirely confident how to act on it.</p> <p>In Ivan's words: "Just getting the data didn't solve any of their problems, they wanted to take the next step."</p> <p>So, Ometria developed a cross-channel platform aiming to create unified customer communication journeys (through email, web, social) based on customer data, with a focus on retention and lifetime value.</p> <p>This data-driven CRM retention strategy is what many brands are currently working towards.</p> <h3>2. Avoiding short termism</h3> <p>As any CRM expert will tell you, some customers are worth more than others, and that's something that has to be borne in mind when creating a contact strategy.</p> <p>Jill Brittlebank, senior director of strategy and analytics at Zeta Interactive (a big data and analytics company) sums up the challenge of short termism:</p> <p>"There can be a lot of focus on day-by-day trading metrics, so if trading's down, marketers might send a message or create a campaign, rather than asking themselves 'are we growing our overall customer value?'</p> <p>"'Are we increasing frequency of purchase, basket size, certain category purchases, etc.?' These are the things that grow sustained performance.</p> <p>"Yes, you have to keep the funnel fed, but understanding your acquisition - what is driving the highest value customers as well as highest volume - is really important.</p> <p>"As attribution becomes more accessible to the mid tier, they understand better the value of each contact"</p> <p>Brittlebank's comment on attribution echoes some findings from our Measurement and Analytics report, which shows the proportion of marketers who state that they are using an attribution model has risen by 16% in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0007/8072/Screen_Shot_2016-08-16_at_11.31.55.png" alt="attribution model usage" width="615"></p> <h3>3. Bridging the gap between acquisition and retention</h3> <p>Acquisition strategies have become more complex, particularly when it comes to programmatic advertising, now available across major social channels.</p> <p>Jill Brittlebank, Zeta Interactive, points out that there's a disconnect between acquisition and retention strategy, which mirrors the disconnect between sales and marketing in many organisations:</p> <p>"Typically customers are most likely to buy when they first engage with your company, and that's when you know least about them.</p> <p>"The challenge is to pull through the data from acquisition (cookie pools etc.) to influence growth and retention.</p> <p>"Many companies are using DMPs and have the ability to be targeted at a prospect level; the next win is to bring that through into your customer marketing. </p> <p>"There's a break - you have really rich targeting, but then the slate is wiped clean once the customer lands." </p> <h3>4. Behaviour-based personalisation</h3> <p>Targeting is becoming a much-debated topic in advertising and marketing.</p> <p>Only recently, <a href="https://econsultancy.com/blog/68182-what-can-p-g-and-facebook-teach-us-about-the-reality-of-targeting-and-the-future-of-tv-ads/">P&amp;G admitted it had gone too broad</a> with its Facebook advertising, and many creatives argue that the big idea trumps poorly created micro-segmented content.</p> <p>There's another consideration when it comes to retail in particular, and that's the <a href="https://econsultancy.com/blog/67250-seven-avoidable-marketing-automation-mistakes/">inadequacy of broad persona-based marketing</a> - assumptions about a particular age or sex of customer are always going to be just that, assumptions.</p> <p>Jill Brittlebank says that much of what companies need to do is "removing dissonance."</p> <p>"As consumers," she continues, "we get less and less tolerant of irrelevant messages. Younger users particularly.</p> <p>"So if I get a 'half term' style message when I've never shopped the kids category, I'm right to ask 'why?'</p> <p>"If I've shopped at Ocado for years, for example, they should know enough about me by now, what I'm buying etc., then talk to me like Arkwright from Open All Hours. The ultimate goal is to recreate that old retailer relationship."</p> <p>This difference between persona- and behaviour-based marketing is something Ivan Mazour, Ometria, sums up succintly:</p> <p>"It doesn't matter if the customer is a 45-year-old woman based in Clapham, we should be making decisions based on the fact that she only ever buys men's clothing with us.</p> <p>"Not random probabalistic hopes about what she wants, but actually knowing what she's looking at, how often she comes to the website, across all devices."</p> <p><em>A Shutterfly email faux pas - <a href="http://www.thehubcomms.com/news/shutterflys-email-faux-pas-when-marketing-automation-goes-wrong/article/347359/">wrongly assuming someone has given birth</a>.</em></p> <p><img src="https://assets.econsultancy.com/images/0005/5265/shutterfly_original_email_grap_594069.jpg" alt="shutterfly" width="553" height="663"></p> <h3>5. Optimising email content</h3> <p>Having decided to target customers based on their behaviours, the next question is what content to target them with and when.</p> <p>Retailers must set rules - how many times does a customer need to look at a category or product before we send an email?</p> <p>Mazour highlights two strategies for the content of these emails, either "templated around a category, which includes a browsed product, so it looks like it has been visually merchandised. Or a mix of categories."</p> <p>This is the type of content optimisation that any company can employ, using "unsubscribe and conversion rates to create an optimisation routine."</p> <p><strong>The 'nudge'</strong></p> <p>The skill in content creation is subtletly, according to Jill Brittlebank.</p> <p>She says its about maintaining "the thrill of discovery, like finding something in the boutique off the high street - the perception of value is higher."</p> <p>"So the challenge," she adds, "is using technology as a predictive tool but also nudging customers towards the next product with subtlety, without saying 'look, you're going to buy this next'."</p> <p>Brittlebank also points out how important content is in modern ecommerce:</p> <p>"[Editorial such as] 'Ways to style', 'one dress three ways', 'daytime to evening', all that sort of stuff, it drives engagement. It doesn't necessarily drive the next purchase, but if the customer isn't in active purchase, you're looking to inspire them."</p> <h3>6. Optimising email frequency</h3> <p><a href="https://econsultancy.com/blog/62997-send-more-email-make-more-money/">More email, more money</a> is an <a href="https://econsultancy.com/blog/63747-why-more-emails-at-christmas-almost-always-means-more-money/">oft-heard mantra</a>, and one <a href="https://econsultancy.com/blog/64165-email-frequency-how-much-is-too-much/">we've discussed plenty</a> on the Econsultancy blog.</p> <p>Ivan Mazour, Ometria, is straightforward on the issue: "We agree with that. All research shows that over one email a day is optimum, assuming they're quality."</p> <p>Of course, that doesn't mean that all retailers do this, and one contact frequency for all customers may not be desirable.</p> <p>Hannah Stacey, marketing manager at Ometria, points at that companies "can segment on top of email - leave out VIPs from basket abandoment for example. Or leave some segments out from incentives."</p> <p>Care is needed, particularly in some sectors. Mazour says that "the fallout for a luxury brand, for example, can be big when sales emails land after somebody has purchased."</p> <p>Frequency is something that can be tied to a number of factors - purchase patterns and engagement.</p> <p>Jill Brittlebank, Zeta Interactive, gives a very practical example:</p> <p>"Look at groups of customers who only buy in the lead up to the holiday period at the end of the year.</p> <p>"You could gently nudge these people to purchase something pre-summer holiday perhaps? But really you want to market to them during the time they traditionally purchase."</p> <p><img src="https://assets.econsultancy.com/images/resized/0004/2084/unsubscribing-blog-full.jpg" alt="email frequency" width="615" height="325"></p> <h3>7. Integrating social into a contact strategy</h3> <p>Mazour discusses the effectivenes of using first-party data to target lookalike audiences on social media.</p> <p>However, email continues to be the main channel that customers want to interact with (more than 70% of consumers prefer email, accoring to an Ometria study).</p> <p>But "if someone is not opening emails and you want to reactivate them, you can target them in social," Hannah Stacey comments, "then as soon as they start opening emails, you can switch that social targeting off."</p> <h3>8. Creating mobile experiences </h3> <p>Mobile user experience is something that most people are now fully aware of when it comes to web and email design.</p> <p>However, Jill Brittlebank points out the potential of mobile for rich customer insight.</p> <p>That's because users are more likely to browse on mobile, and the functionality of the device (e.g. swiping) is something that could be utilised to greater effect, presenting users with experiences that can build out their profile for the retailer.</p> <p>We've already seen retailers like Missguided <a href="https://econsultancy.com/blog/67600-missguided-launches-tinder-inspired-app-experience-review/">integrate Tinder-style experiences</a> into apps, but there's perhaps more to be done here, to engage users on mobile web, particularly those that arrive from email.</p> <h2> <img src="https://assets.econsultancy.com/images/0007/2583/IMG_2661.PNG" alt="swipe to hype" width="300">  <img src="https://assets.econsultancy.com/images/0007/2584/IMG_2663.PNG" alt="swipe to hype" width="300"> </h2> <h3>9. Getting hold of in-store data</h3> <p>This is the holy grail for retailers. Though a select few do have a fantastic <a href="https://econsultancy.com/blog/64758-how-in-store-tech-improves-customer-service-for-schuh/">view of stock across stores</a>, customer data is another thing entirely.</p> <p>Ivan Mazour comments that "most of the challenge is how do you get hold of in-store data. Anything with delivery works well (e.g. furniture) because you need to ask for details, or anything with a warranty (e.g. Jewellery).</p> <p>"But it's difficult for low ticket items, even if it's as simple as asking for an email address for an e-receipt.</p> <p>"It's hard to incentivise the store associate to get that email address. And it's hard to persuade the consumer, because the value exchange of an e-receipt is okay if you're Apple and selling tech, but not for a £15 purchase."</p> <h3>10. Integrating with legacy infrastructure</h3> <p>A last point to consider and another mentioned by Ivan Mazour - lots of existing retail systems update overnight (e.g. store systems).</p> <p>However newer systems like CRM and ecommerce are closer to real-time, making the two harder to integrate.</p> <p>This perhaps isn't a pressing concern but may ultimately affect some parts of <a href="https://econsultancy.com/training/courses/creating-superior-customer-experiences/">customer experience</a> (e.g. the speed at which retailers can offer click and collect).</p> <h3>In conclusion...</h3> <p>Companies are now <a href="https://econsultancy.com/reports/the-role-of-crm-in-data-driven-marketing/">much more data-driven</a>, even fairly traditional retailers. The battle for boardroom approval is largely of the past.</p> <p>But there's still plenty of work that organisations need to do to optimise sophisticated contact strategies, particularly as technology in areas such as retargeting is still advancing.</p> <p>There are likely many more challenges to add to the 10 I have listed above. Please continue the conversation by adding a comment!</p> tag:econsultancy.com,2008:TrainingDate/3017 2016-08-11T11:19:59+01:00 2016-08-11T11:19:59+01:00 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:econsultancy.com,2008:TrainingDate/2991 2016-08-10T17:14:09+01:00 2016-08-10T17:14:09+01:00 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:econsultancy.com,2008:TrainingDate/2987 2016-08-10T17:09:13+01:00 2016-08-10T17:09:13+01:00 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:econsultancy.com,2008:BlogPost/68168 2016-08-10T14:06:07+01:00 2016-08-10T14:06:07+01:00 Simple email subject lines are failing to engage consumers: stats Nikki Gilliland <p>However, new research by Touchstone has discovered that blind dedication to this cause could be the reason why many recipients are failing to read your emails.</p> <p>Using its new technology <a href="http://www.touchstonetests.io/" target="_blank">to test on virtual recipients</a> instead of real life subscribers, Touchstone actually found that the greater the language complexity, the better the click and open rates.</p> <p>First, a bit more information...</p> <h3>Methodology</h3> <p>For its study, Touchstone used two methodologies.</p> <p><strong>The first</strong> was the <a href="https://en.wikipedia.org/wiki/Coleman%E2%80%93Liau_index" target="_blank">Coleman–Liau index</a>, which relies on the number of characters in a word instead of syllables.</p> <p><strong>The second</strong> was the <a href="https://en.wikipedia.org/wiki/Automated_readability_index" target="_blank">Automatic Readability index</a>, which like Coleman-Liau, primarily uses the number of characters to gauge the understandability of a piece of text. </p> <p>The text is then classified by the US grade system, ranging from being understandable by a child in kindergarten through to the level of an undergraduate university student. </p> <p>Other methods might use the number of syllables in a word to define complexity, but the Touchstone algorithm is not currently programmed to think in terms of syllables.</p> <h3>Examples of subject lines:</h3> <h4>Grade 2-3</h4> <ul> <li>Rewards Coupons, Fri. and Sat.</li> <li>Big flight savings</li> <li>Don't miss these awesome deals</li> </ul> <h4>Grade 6-7</h4> <ul> <li>You qualify! Because you're an email subscriber: awesome savings in top destinations</li> <li>Tired of always looking exhausted?</li> <li>ORDER GIFT CARDS FEE-FREE: PERFECT FOR GRADUATES</li> </ul> <h4>University </h4> <ul> <li>Easy, flameless, effective. Cute odor-neutralizing Fragrance Spheres. Just $5.49</li> <li>Designs with Character (Literally!)</li> <li>Budget-Friendly Swimsuits, Embarrassing Prom Moments, and More</li> </ul> <h3>What it found</h3> <p>Touchstone’s study involved analysing 675,000 subject lines and the results of 41bn sent emails. </p> <p>First, all subject lines in the database were categorised according to understandability using the two chosen methodologies, before determining whether the language complexity had any impact on open rate, clickthrough rate or click-to-open rate. </p> <p>The grey bars in the charts below also represent how many emails of each type was sent.</p> <p><img src="https://assets.econsultancy.com/images/0007/7873/Coleman-Liau.png" alt="" width="780" height="520"></p> <p><img src="https://assets.econsultancy.com/images/0007/7874/Readibility_index.png" alt="" width="780" height="520"></p> <p>With best practice guidelines for subject lines recommending marketers to keep subject lines as simple as possible, many emails are sent with subject lines with an understandability level aimed at people aged 9-14.</p> <p>However, as the above graphs show, the average open, click and click-to-open rates all tend to improve the more complex the language in the subject line.</p> <p>In fact, the subject lines that performed the best were those with the vocabulary of a 16-to-18-year-old.</p> <h3><strong>What can we learn?</strong></h3> <p>Not only does this study suggest that complex language leads to greater email engagement, but it also once again proves the value of testing and optimisation.</p> <p>It's easy for marketers to assume that they know what language is most appealing to their customers.</p> <p>But to get the best results from email, it's worth making use of one of the many <a href="https://econsultancy.com/blog/66803-16-genuinely-useful-email-marketing-tools/" target="_blank">available email marketing tools</a> to scale up testing and optimise email messages.</p> <p>Not only will this save time and resources, but result in far better engagement from consumers.</p> <p>Finally, for more on this topic check out these other studies looking at how to create a great email subject line:</p> <ul> <li><a href="https://econsultancy.com/blog/64878-45-words-to-avoid-in-your-email-marketing-subject-lines/">45 words to avoid in your email marketing subject lines</a></li> <li><a href="https://econsultancy.com/blog/66328-211-awesome-phrases-for-email-subject-lines-that-sell/">211 awesome phrases for email subject lines that sell</a></li> <li><a href="https://econsultancy.com/blog/66789-we-analysed-82-econsultancy-email-subject-lines-and-here-s-what-we-learned/">We analysed 82 Econsultancy email subject lines and here’s what we learned</a></li> <li><a href="https://econsultancy.com/blog/63000-152-killer-keywords-for-email-subject-lines-and-137-crappy-ones/">152 killer keywords for email subject lines (and 137 crappy ones)</a></li> </ul> tag:econsultancy.com,2008:TrainingDate/2961 2016-08-10T05:00:41+01:00 2016-08-10T05:00:41+01:00 Econsultancy's Certificate in Digital Marketing & Google AdWords Qualified Individual Certification - Singapore <h3><strong>Course benefits</strong></h3> <p>Econsultancy and ClickAcademy Asia are proud to launch the first world-class Certificate in Digital Marketing programme in Singapore catering to senior managers and marketing professionals who want to understand digital marketing effectively in the shortest time possible. Participants who complete the programme requirement will be awarded the <strong>Econsultancy's Certificate in Digital Marketing</strong> and <strong>Google AdWords Qualified Individual</strong> <strong>Certificate</strong>.</p> <p>The double certification programme is uniquely positioned to deliver these benefits:</p> <ul> <li>Course content and curriculum provided by Econsultancy of UK, the world leading digital marketing best practice community and publisher with 250,000+ subscribers</li> <li>Certification in Google AdWords, a highly sought-after professional qualification by Google for digital marketing professionals</li> <li>3 free credits to download 3 Econsultancy reports (worth USD695/report) from Econsultancy's portal containing 500,000+ pages of digital marketing resources, reports and best practice guides</li> <li>Short 8-week course with lesson once or twice a week</li> <li>Practical and real-life training by certified digital marketing practitioners</li> <li>Conducted locally in Singapore with ‘live’ face-to-face training, and not webinars or online learning</li> </ul> <h3>Econsultancy's Reports (Complimentary)</h3> <p>FREE 3 Credits to download Econsultancy's reports from Econsultancy's <a href="https://econsultancy.com/reports/">portal</a> containing 500,000+ pages of digital marketing resources, reports and best practice guides.</p> <h3><strong>Course Details</strong></h3> <p>This double certification course is a 8-week part-time programme for working professionals who intend to upgrade their knowledge in digital marketing. Upon successful completion of the programme, participants will obtain a double certification, and are awarded the Certificate in Digital Marketing (powered by Econsultancy) and the Google AdWords Individual Qualification. </p> <p>This is a part-time programme with 64 contact hours (total 8 days) spread over 8 weeks. Participants will only be certified after passing the Google AdWords exams and the digital marketing project, and complete at least 52 contact hours. </p> <p>The part-time programme covers topics ranging from the overview of digital marketing, customer acquisition channels to social media marketing. </p> <p><strong>Start Date:</strong> 11 Oct 2016</p> <p><strong>Venue:</strong> Lifelong Learning Institute, Singapore, #04-02</p> <p><strong>Course Fee:</strong><strong> SGD 5,880/pax</strong><br>(SGD2,000 discount for Econsultancy’s paying subscribers at SGD 3,880/pax.)</p> <p>To find out more and register, click <a href="http://www.clickacademyasia.com/wp-content/uploads/2016/06/doublecert-brochure-sg-my-2H2016.pdf" target="_blank">here</a>.</p> <h4>For enquiries, please contact us<strong> </strong>at +65 6653 1911 or email<strong> <a href="mailto:%20apac@econsultancy.com" target="_blank">apac@econsultancy.com</a></strong> </h4> tag:econsultancy.com,2008:WebinarEvent/819 2016-08-04T14:32:54+01:00 2016-08-04T14:32:54+01:00 Email Best Practice <p>Exclusive to our Enterprise and Small Business subscribers, Econsultancy's Trends Webinar for October looks at best practice within Email. This insight comes from Econsultancy's own latest research along with collated third-party data and statistics.</p> <p>This session will be hosted by Lynette Saunders, Senior Research Analyst at Econsultancy.</p>