tag:www.econsultancy.com,2008:/topics/email Latest Email content from Econsultancy 2016-01-19T13:02:07+00:00 tag:www.econsultancy.com,2008:TrainingDate/2922 2016-01-19T13:02:07+00:00 2016-01-19T13:02:07+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/2871 2016-01-14T15:21:19+00:00 2016-01-14T15:21:19+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/2867 2016-01-14T15:16:31+00:00 2016-01-14T15:16:31+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/2860 2016-01-14T15:09:47+00:00 2016-01-14T15:09:47+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:TrainingDate/2829 2016-01-14T14:32:20+00:00 2016-01-14T14:32:20+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:BlogPost/67395 2016-01-13T02:09:00+00:00 2016-01-13T02:09:00+00:00 Three things email marketing leaders do regularly [APAC case studies] Jeff Rajeck <p>In our recent <a href="https://econsultancy.com/reports/email-census">Email Marketing Industry Census 2015</a>, we discovered that email marketing is still a very popular strategy for brands globally.</p> <p>One reason for this is that email marketing offers great return on investment (ROI).  </p> <p>Two-thirds (66%) of marketers felt that their email marketing ROI was better than average, and less than one in ten (7%) of those surveyed felt it was 'poor'.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/0595/roi_from_channels-blog-flyer.png" alt="" width="470" height="414"></p> <p>The same group also felt very positive about email marketing's future. The vast majority (78%) disagreed with the statement 'Email marketing will be redundant in five years' and only 9% agreed.</p> <p>So as email marketing is maintaining its popularity, it's useful to review the state of the art occasionally for some best practices.</p> <p>And though it's interesting just to see what everyone else is doing, it's also good to use these best practices to review your own email marketing and see if it is up to scratch.</p> <p>So, for your review and reflection, here are three things which Asia-Pacific email marketing leaders do regularly, each with a relevant case study.</p> <h3>1. They come up with a strategy first, then tactics</h3> <p>When thinking about all the things that you can do with email, it's easy to focus on the tactics. Tactics, after all, are where you provide value to the customer and get metrics to report upwards.</p> <p>And there are plenty of guides to help you with tactics. You can find dozens of blog posts telling you <a href="https://econsultancy.com/blog/64878-45-words-to-avoid-in-your-email-marketing-subject-lines/">how to write a better subject line</a> or about <a href="https://econsultancy.com/blog/62688-six-case-studies-and-infographics-on-the-optimal-time-to-send-emails/">the optimal time to send emails</a>.</p> <p>But without a good strategy, it's hard to know which tactics to use.</p> <p>And once your campaign is finished, it's much harder to analyse the effectiveness without referring to the original strategy.</p> <h4>OK, but what is an email marketing strategy?</h4> <p>There are many types of marketing strategies, but for email marketing one of the best is the segmenting, targeting, and positioning (or STP) approach.</p> <p>For a full explanation of STP, there are excellent resources available (<a href="http://www.slideshare.net/crisanthony/plenus-stp">here's one</a>), but here is a short description of how STP relates to email marketing.</p> <p>There are three steps to this approach: </p> <ol> <li> <strong>Segment</strong>: Divide your email list into exhaustive and mutually exclusive segments.</li> <li> <strong>Target</strong>: Decide which of your offers is most appropriate for each segment.</li> <li> <strong>Position</strong>: Then plan to communicate the value your offer provides to the targeted segment.</li> </ol> <p>How you execute on the strategy, the tactics, should be geared towards capturing the information you need to segment and delivering your offer to the intended target.</p> <p>It's fairly simple, but too often marketing departments lose sight of their original strategy and execute tactics without knowing why they are doing it.</p> <h4>Thai Airways: Strategy in practice</h4> <p>A good example of a company that had a <a href="https://www.marketingmag.com.au/hubs-c/jetting-towards-brand-loyalty/">clear strategic vision ahead of a tactical email marketing campaign</a> is Thai Airways.</p> <p>In order to re-activate its Australian customer base, Thai Airways sent an email to its Australian customers about a contest to win a free trip.  </p> <p>To enter the contest, though, participants had to tell Thai Airways when they were available to travel.</p> <p>But instead of just using this data for the contest, Thai airways then segmented its customer base using the customers' preferred travel dates.</p> <p>Then, it sent targeted emails to each segment with an offer positioned to appeal to each customer's personal travel time frame.</p> <p>In short, Thai Airways </p> <ol> <li>Segmented its customers by travel date preference.</li> <li>Targeted those customers with a travel offer relevant to their preferences.</li> <li>Positioned the fare using a personalized email highlighting the offer and the travel dates.</li> </ol> <p> <img src="https://assets.econsultancy.com/images/0007/0596/Picture4.png" alt="" width="389" height="656"></p> <p>The results were great. Through using STP Thai Airways was able to increase the average open rate of its emails to 40%, well above the Australian industry standard of 16 to 24%.</p> <p>But more interesting than the results is how the team at Thai Airways: </p> <ul> <li>Thought about what product they wanted to position (time-sensitive travel deals),</li> <li>Worked out how to get the data they needed to segment their email list,</li> <li>And executed using a personalized email. </li> </ul> <p>Thai Airways truly executed a strategy-driven, tactical campaign.</p> <h3>2. They use customer behaviour to trigger emails</h3> <p>Brands gather customer data in other ways besides surveys though, too. Many companies are now using customer behaviour in order to better segment and target their customer base.</p> <p>For example, many businesses now send emails to customers who have 'abandoned' an online shopping cart on their site.  </p> <p>Our email survey indicated that nearly two in five (37%) used this tactic in 2015, nearly twice as many who did so in 2013 (20%).</p> <p>But there are other behaviors which can used to trigger an email to improve customer experience.  </p> <h4>Zuji's behavioural approach</h4> <p>Zuji, an Asian online travel site, <a href="http://www.experian.com.sg/resources/zuji-case-study-overview.html">sends emails which are triggered by browsing behaviour on its website</a>.  </p> <p>That is, when someone registered at Zuji clicks on a link or conducts a flight search, Zuji records the behavior and associates it with the person's email.</p> <p>Then, should Zuji's algorithm determine that the customer needs more information or perhaps a special offer, Zuji's email systems sends a personalized message.</p> <p>According to a recent case study, using behavioural emails resulted in a 50-fold improvement on revenue per thousand emails.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/0597/capture-blog-flyer.png" alt="" width="470" height="467"></p> <p>But more than just increasing revenue, personalized emails are also a great way of improving the customer experience.</p> <p>Getting relevant, personalized information when you're in the research stage is almost always welcomed by customers.  </p> <p>And it's not surprising that doing so led to more sales for Zuji.</p> <h3>3. They keep their email list clean</h3> <p>And finally, in order for these programs to work continuously, top brands put a lot of effort into keeping their mailing list clean.</p> <p>One big part of maintaining a clean email list is monitoring the bounces when you send a campaign.  </p> <p>Just in case you weren't aware, every email campaign should have a 'bounce report' which tells you why an email couldn't be delivered to one of your customers.</p> <p>Sometimes, things happen out of your control. The customer may have closed their account or moved jobs. Or the company may have gone out of business and the domain is now invalid.</p> <p>But quite often you can fix the problem. The bounce may have been caused by a misspelling or the addition of an invalid character, such as a space. </p> <p>If you monitor your bounce report regularly, you can fix these manually and 'rescue' the email address quickly.</p> <p>But more serious problems can be identified from the bounce report, as well.  </p> <p>Your domain may have been, unknowingly, blacklisted by a major email provider such as Hotmail or Gmail. This means that your emails will either be delivered to spam folders for people who use those services, or not at all.</p> <h4>Estée Lauder: Improving deliverability</h4> <p>Estée Lauder in Malaysia <a href="http://www.experian.com.my/assets/resources/case-studies/estee-lauder-malaysia-case-study.pdf">had a big problem</a>. Its emails had a bounce rate of 14.1% on average and ran as high as 21.6%. This meant that, at times, Estée Lauder was not able to deliver email to one in five people on its list!</p> <p>To improve deliverability, Estée Lauder implemented new email software (CheetahMail) and went to work on reducing bounces.</p> <p>First, the system validated its existing list and then deployed a bounce management scheme which removed emails which frequently bounced.</p> <p>But another problem it addressed was deliverability. This involved working with a high-quality email service provider (ESP) who had good relationships with major email providers and making sure that all of their anti-spam policies were being followed.</p> <p>Then, the emails it sent were far more likely to be delivered to recipients in their inbox, and not as spam.</p> <p>The results were that Estée Lauder reduced its email bounce rate from over 10% to under 1%.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/0598/picture2-blog-flyer.jpg" alt="" width="470" height="473"></p> <p>Now, it is easy see this and think you don't have a problem with a bounces. Most companies already have bounce rates under 1%.  </p> <p>But maintaining focus on deliverability is still important as every email which bounces is a lost opportunity for better ROI.  </p> <p>In fact, cleaning your email list is probably one of the most underrated and effective email marketing tactics for improving ROI.</p> <p>It's also a great place for to start looking for issues if you feel like your email campaigns aren't working as well as they used to.</p> <h3>So...</h3> <p>Brands that do email marketing well tend to have strategies before tactics, use multiple data sources when targeting emails, and use many tactics to keep their email list clean.</p> <p>If you could only do one of these, though, conducting strategic analysis of your email list before executing tactics is probably the most important.  </p> <p>You can try all the tricks to improve open and click rates through A/B testing subject lines and body copy, but a good strategy is a much better way to spend your scarce time and resources.</p> <p>This means segmenting your list into meaningful groups, coming up with offers specifically for the segment, and then positioning it in a way which appeals to them.</p> <p>Doing so is the shortest path to improving email marketing ROI and boosting your email marketing program up with the best in the industry.</p> tag:www.econsultancy.com,2008:BlogPost/67306 2015-12-10T11:10:00+00:00 2015-12-10T11:10:00+00:00 Is Pinterest or Instagram better for driving ecommerce? Georges Berzgal <p>However, what hasn’t always been obvious is how to convert these followers into sales.</p> <p>Both platforms recently developed new tools to more easily facilitate commerce across the board.</p> <p>So what are the inherent benefits of services like Pinterest and Instagram, and which provides the best platform for commerce?</p> <h3>Target audiences</h3> <p>It’s no secret that brands looking to target female consumers see the benefits of embracing social media.</p> <p><a href="http://www.entrepreneur.com/article/231970">Women are 10% more</a> likely than men to show brand support and 17% more likely to access offers on social media, although <a href="http://digitalmarketingmagazine.co.uk/social-media-marketing/is-the-social-buy-button-poised-to-take-off/2766">research found</a> that men are slightly more interested in purchasing directly on social networks by using a social buy button than women (33 % vs. 30%).</p> <p>All social media networks, bar LinkedIn, have more female users than male, although women’s domination of social media is not equally spread across all networks.</p> <p>Figures suggest that <a href="http://www.conversedigital.com/digital-strategy/should-my-company-be-on-instagram-or-pinterest">Pinterest’s users are 70% and Instagram’s users are 55% female.</a></p> <h3>Buyable Pins</h3> <p>Pinterest launched <a href="https://econsultancy.com/blog/66529-pinterest-enables-ecommerce-with-buyable-pins/">Buyable Pins</a> earlier this year, allowing consumers to purchase items without leaving the platform, and to pay using Apple Pay or credit cards.</p> <p>With a <a href="http://expandedramblings.com/index.php/pinterest-stats/">user base of 70m</a> made-up largely of consumers who are the most active and engaged, it’s no surprise that Pinterest is often seen as the social network with the highest potential for ecommerce.</p> <p><img src="https://assets.econsultancy.com/images/0006/9879/buyable_pins.jpg" alt="" width="700" height="466"></p> <h3>Instagram's buy button</h3> <p>However, the truth, as unveiled by research from member-based business intelligence firm L2, is that Instagram actually <a href="http://business.financialpost.com/investing/trading-desk/how-instagram-is-becoming-a-must-have-for-retailers?__lsa=6904-3bfd">has the highest browser-to-shopper conversion rate</a> of the social media outlets it tracks.</p> <p>This is all the more impressive considering that Instagram only allows brands to link to their website from their profile page.</p> <p><img src="https://assets.econsultancy.com/images/0006/9878/instagram_ads.jpg" alt="" width="700"></p> <p>The introduction of the Instagram ‘buy button’ sounded like a shift for the network.</p> <p>It is not available on regular Instagram posts yet, but limited to <a href="https://econsultancy.com/blog/66689-how-brands-are-using-instagram-ads/">the recently-introduced ad platform</a>.</p> <p>So if consumers see an item on the brand’s Instagram page they would like to purchase, they still have to search for the item on the retailer’s website to be able to buy it.</p> <h3>So, why is Instagram better at converting browsers to shoppers?</h3> <p>The answer is two-fold. What Pinterest promises is a channel through which brands can speak to women in a way that they like being spoken to.</p> <p>From our experience with clients, marketing messages with gender specific content are five times more successful than unisex messages.</p> <p>Brands understand the need to target consumers by gender, what seems odd is that brands are excited to segregate their female-targeted messages onto an entirely separate platform. </p> <p>Instagram, on the other hand, has a much more level gender split, allowing brands to target both men and women through the same platform by separating their content through gender specific accounts.</p> <p>Apparel retailers like Nike and ASOS are amongst the pioneers of this approach to Instagram, and it makes total sense. Why would you split your product by gender in-store, but then present it all together online?</p> <p><img src="https://assets.econsultancy.com/images/0006/9880/Screen_Shot_2015-12-10_at_11.08.21.png" alt="" width="700"></p> <p>It is more difficult for retailers to push their products openly on Instagram, which is the second, counter-intuitive reason why the platform is better for driving commerce.</p> <p>Brands publish content on Instagram that describes the lifestyle and culture of the company; it is the social network where retailers can forge an emotional connection with consumers.</p> <p>With our own customers we often see marketing messages with an absence of product promotion bringing in the most revenue.</p> <p>Messages promoting the culture behind the brand – be it a tie in with another brand or a connection to the local community – have proven to be extremely effective at driving engagement and revenue.</p> <p>Pinterest has been under pressure to bring commerce to the front of its platform for some time.</p> <p>Buyable pins move Pinterest towards becoming an aggregator of ecommerce, something akin to a digital shopping centre.</p> <p>This is by no means a bad thing, either for brands or consumers, but this evolution also moves Pinterest away from its social origins.</p> <p>Brands looking to tap into Instagram for ecommerce must keep in mind that the logical benefits of a product are often outweighed by a decision based on emotion.</p> <p>Social media allows brands to share their brand story in a way that retail space and owned websites often cannot offer, and for this reason a targeted Instagram account looks to be the better choice for driving revenue now, and potentially in the future.</p> tag:www.econsultancy.com,2008:BlogPost/67297 2015-12-08T10:24:18+00:00 2015-12-08T10:24:18+00:00 What were the key email marketing trends from 2015? David Moth <p>The words of wisdom come from both agency and client-side marketers. Now, on with the trends...</p> <h3>Triggers &amp; automation</h3> <p><strong>Steve Denner, COO at <a href="http://www.adestra.com/">Adestra</a></strong></p> <p>Though email automation isn’t something new, 2015 saw an increase in adoption and success with using the technology. </p> <p>The 2015 <a href="https://econsultancy.com/reports/email-census/">Econsultancy/Adestra Email Marketing Census</a> showed that the proportion of organisations assessing their automation campaigns as ‘very successful’ nearly doubled from the previous year. </p> <p>This could be due to marketers adopting a wider range of email triggers and seeing the return on streamlining some of their processes.  </p> <p><strong><em>How successful would you say you have been in implementing automated email marketing programmes?</em></strong></p> <p><img src="https://assets.econsultancy.com/images/0006/9757/Screen_Shot_2015-12-07_at_16.46.49.png" alt="" width="548" height="397"></p> <p><strong>Hannah Price, email marketing manager at <a href="https://www.missguided.co.uk/">Missguided</a></strong></p> <p>Automated/behavioural triggered campaigns have become standard this year. </p> <p>A few years ago, brands using automation were at the forefront of email &amp; CRM strategy, but throughout 2015 we've seen this become the norm, to the extent that if you are not doing this you are lagging behind.</p> <p>Similarly, personalisation has continued to move forwards and we can expect this to flourish in 2016 (e.g. integrated use of dynamic content across comms).</p> <p><strong>Guy Hanson, senior director of professional services at <a href="http://www.returnpath.com/">Return Path</a></strong></p> <p>2015 was definitely the year that the use of triggered emails started to go mainstream. </p> <p>This is a clear by-product of the recent spate of merger/acquisition activity between CRM and <a href="https://econsultancy.com/reports/email-marketing-buyers-guide/">ESP vendors</a>.</p> <p>It’s also great for revenue – we saw research this year that showed triggered emails currently generate around 30%+ of email program attributable revenue, although they only account for 3.5%+ of program volume.</p> <p><strong>Parry Malm, CEO at <a href="https://phrasee.co/">Phrasee</a> and <a href="https://econsultancy.com/blog/authors/parry-malm">Econsultancy contributor</a></strong></p> <p>I guess the ‘marketing automation’ meme was probably the bearded, double-skinny-no-whip-artisan-latte-drinking, skinny-jeans-wearing hipster of the email world in 2015, and it was included in about 24,737 blog posts over the year. </p> <p>Hey, don’t get me wrong – I get how it’s super cool to set up a drip campaign to auto-email people. But, these “set it and forget it” campaigns are the slow-cooker of the email kitchen. </p> <p>Sure, it makes a pretty good stew, which is awesome. But sometimes you want a steak. And if you slow-cook a steak it becomes tough and inedible. </p> <p>The point? Automation is great, but it’s also not everything, unless you’re the type of person who likes to eat the same meal every night. </p> <p>I also think that meandering metaphors have been a huge trend in 2015, and long may they continue.</p> <h3>Personalisation</h3> <p><strong>Kath Pay, CEO of <a href="http://www.holisticemailmarketing.com/">Holistic Email Marketing</a> and tutor of Econsultancy's <a href="https://econsultancy.com/training/courses/email-marketing/">Email Marketing Training Course</a></strong></p> <p>Some of the most important email trends in 2015 were personalisation and automation, and understanding that email is one of the easiest and most effective channels to personalise. </p> <p>By automating based upon a consumer's action/inaction and providing personalised content, you can deliver a 1:1 marketing message that is unique to that particular consumer.</p> <h3>Hashtags as subject lines</h3> <p><strong>Guy Hanson, senior director of professional services at Return Path</strong></p> <p>From our own data we’ve seen a sharp rise in the use of this technique. </p> <p>This is no longer just a fad – subscribers use the hashtag to search for the promotion in social media instead. </p> <p>This has profound implications for email measurement, as a substantial percentage of responses are being generated outside of opens/clicks as a result.</p> <h3>Move to mobile first design</h3> <p><strong>Hannah Price, email manager at Missguided</strong></p> <p>Over the last 12-24 months there has been a rise in the volume of customers using their phones to purchase, as such email design must be suitable across devices and should be optimised for mobile.  </p> <p>Not only does the design need to be mobile friendly so does the content.</p> <p><img src="https://assets.econsultancy.com/images/0006/9758/Screen_Shot_2015-12-07_at_16.56.48.png" alt="" width="700"></p> <p>The fact that customers are using their phones means the time brands have to capture their attention and drive interaction with a CTA is less than previously.</p> <p>So content has to work hard and work quickly to engage the reader.</p> <p><em>(You can read more about Missguided’s switch to responsive email marketing <a href="https://econsultancy.com/blog/63977-how-fashion-site-missguided-made-the-switch-to-responsive-email/">here</a>.)</em></p> <p><strong>Steve Denner, COO at Adestra</strong></p> <p>The proportion of emails opened on mobile devices increased in 2015 and with it the adoption of some form of mobile-friendly email design, whether responsive or just mobile-first. </p> <p>Our own data has shown an increase from 44% to 54% (as of the end of November) mobile opens as part of total number of opens, breaking that majority barrier.</p> <h3>Subscriber trust</h3> <p><strong>Guy Hanson, senior director of professional services at Return Path</strong></p> <p>Email marketers are demonstrating increased understanding of the importance of building subscriber trust. </p> <p>We’ve seen recent DMA research to confirm this - people are more likely to provide personal data if they trust the brand, if there is a strong promise of no third-party sharing, and subscribers are provided with choice. </p> <p>This is really important because subscribers are more likely to provide a primary rather than a secondary email address if that trust exists. </p> <p>Our own research shows that five out of six email reads are generated by primary email address owners.</p> <h3>Monetisation of service emails</h3> <p><strong>Joanne Yarnall, CRM manager at Missguided</strong></p> <p>Monetisation of service emails has begun. </p> <p>While there is a fine line of what is and isn’t appropriate within an outbound service communication, some brands are starting to use this channel smartly, e.g. order confirmation emails.</p> <p><em>Cross-selling example from a House of Fraser email</em></p> <p><em><img src="https://assets.econsultancy.com/images/0006/9759/Screen_Shot_2015-12-07_at_17.08.40.png" alt="" width="650"></em></p> <h3>Better behaved retailers during Black Friday</h3> <p><strong>Guy Hanson, senior director of professional services at Return Path</strong></p> <p>I analysed the broadcasting behaviour of 15 major UK retailers during Black Friday week.</p> <p>Contrary to popular perception, only three of them sent more email volume than during any other average week during the quarter. </p> <p>Interestingly, the three higher-volume senders also saw the most filtering and the lowest read rates. </p> <p>Generally speaking, the others saw better than average performance.</p> <p><em>(For more on this topic, read: <a href="https://econsultancy.com/blog/67265-10-huge-shopping-stats-from-thanksgiving-black-friday-2015/">10+ huge shopping stats from Thanksgiving &amp; Black Friday 2015</a>.)</em></p> <h3>Evolution of data capture</h3> <p><strong>Joanne Yarnall, CRM manager at Missguided</strong></p> <p>There has been a notable change in the mechanisms and techniques which companies are using to drive customer sign up i.e. use of pop up boxes.  </p> <p>This has enabled companies to continue to attract new sign ups and grow their marketing databases.</p> <h3>External influences</h3> <p><strong>Guy Hanson, senior director of professional services at Return Path</strong></p> <p>This was possibly the year where we have started to see a more pronounced <a href="https://econsultancy.com/blog/67185-five-external-factors-that-can-impact-your-email-campaigns/">impact of external factors on the performance of email</a> program owners. Weather and economic factors are good examples. </p> <p>We’ve also seen research to prove that as many as one out of every five spam complaints happen as a result of negative brand experiences (bad in-store experience, bad press, etc.). </p> tag:www.econsultancy.com,2008:BlogPost/67000 2015-10-20T10:31:00+01:00 2015-10-20T10:31:00+01:00 Seven steps to building a successful mobile data capture model Kym Reynolds <p>The last thing marketers want to do is turn off patrons and potential customers, but in the last few years brand communications that are designed to help companies capture customer data have become so disjointed that many of them are falling completely by the wayside.</p> <p>Here are my tips for staying on top of your data capture game in an age where mobile is king.</p> <h3>Ask only for what you need<br> </h3> <p>What’s the biggest annoyance when it comes filling out paperwork at a doctor’s office or completing a business survey? </p> <p>Asking too many questions - people can easily get overwhelmed and feel like they’re wasting their time.</p> <p><img src="https://assets.econsultancy.com/images/0006/8133/riddler.jpg" alt="" width="470" height="413"></p> <p>Instead of posing as many queries as possible to get the most information out of your customers, ask only for what you need in order to personalize your service to them. </p> <p>The ideal data is simply the information necessary to communicate relevant content to your customers. If this amounts to more than three or four fields of data, try staggering your requests over time.</p> <h3>Be transparent</h3> <p>Consumers are now wise to the reality that brands are collecting their data. </p> <p>Rather than coming across as sneaky by avoiding this fact, confront it head-on and be straightforward about it. </p> <p>Let your customers know that you’re entering into a trade agreement with them: They can provide more information about themselves and, in return, you’ll deliver content that is much more timely and relevant. </p> <p>Recent studies have shown that people are much more likely to share information about themselves if they know what you’re going to do with it and what they’ll get in return.</p> <h3>Provide an easy ‘out’<br> </h3> <p>Make it convenient for customers to unsubscribe. Nothing can turn off a customer so much as repeatedly seeing emails or content they don’t want. </p> <p>If the 'unsubscribe' button is too hard for customers to find, they’ll think you’re not only causing them unneeded frustration, but also trying to subversively take advantage of them.</p> <blockquote class="twitter-tweet" lang="en"> <p lang="en" dir="ltr">"Please Log In to unsubscribe from our email newsletters" <a href="http://t.co/0D0S29b7uQ">pic.twitter.com/0D0S29b7uQ</a></p> — marie connelly (@eyemadequiet) <a href="https://twitter.com/eyemadequiet/status/655027596787384320">October 16, 2015</a> </blockquote> <h3>Store data responsibly and legally</h3> <p>As an organization entrusted with the personal information of your customers, you have an obligation to safely store it. </p> <p>Any customer’s personally identifiable information should be stored as encrypted data in case a breach does happen to occur.</p> <p>In this scenario, you’d have a double circle of security because the trespasser would have to breach the encryption key as well as the data to access your customers’ personally identifiable information.</p> <p>It’s also a good idea to remind customers that you’re storing their data. </p> <p>Once per quarter, for example, you can quickly reacquaint customers with your data capture and usage policies, providing a convenient method for them to opt out. </p> <h3>Standardise &amp; organise your data</h3> <p>Although the process itself doesn’t have to be standardised, it does pay to organise your data. </p> <p>Be sure you can accurately attribute different customer ID fields to the same individual if necessary. </p> <p>If you can do this, it will be relatively easy to organize the captured data before storing it.</p> <h3>Provide instant rewards</h3> <p>The mobile consumer is used to getting what they want when they want it. In exchange for personal information provided to you via mobile device, offer an instant reward. </p> <p>This will encourage customers to not only give you information in the moment, but to return in furture for more rewards.</p> <h3>Gamify the data collection process<br> </h3> <p>Sometimes it’s best to think back to basics when it comes to human psychology. Is it easier to get your child to eat when you’re 'flying an airplane' (i.e. spoonful of lunch) into their mouth or outright insisting that they finish all of their food? </p> <p>Make a game out of the data collection process and your customers will likely be much more willing to hop on board.</p> <p>Channels for capturing data may have changed, but the consumer hasn’t. </p> <p>When in doubt, use common sense regarding human behavior and apply available tools to streamline data capture. </p> <p>If you do this, you’ll receive more than your customer’s data; you’ll capture their loyalty. </p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/63124-email-sign-up-forms-a-look-at-how-16-fashion-retailers-collect-customer-data/"><em>Email sign up forms: a look at how 16 fashion retailers collect customer data</em></a></li> <li><a href="https://econsultancy.com/blog/65016-a-guide-to-structuring-your-email-marketing-program/"><em>A guide to structuring your email marketing program</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/66919 2015-09-14T09:25:00+01:00 2015-09-14T09:25:00+01:00 Four steps to help build customer loyalty in retail Ritchie Mehta <p>I’m a regular visitor to the various mainstream coffee chains that sprawl our high streets. While holding a client meeting at one of these establishments, we got talking about the all singing, all dancing Starbucks Rewards program...</p> <p>“I can redeem my points anywhere in the world… they even give me a free coffee on my birthday!” I heard rather enthusiastically.</p> <p>So, I asked, “you must be the biggest Starbucks coffee drinker ever?”. “Nah, I don’t actually like their coffee!”</p> <p>The conversation struck a cord with me as so many organisations constantly churn out offers and rewards as a way to entice customers back through their doors, when surely a more holistic approach should be taken. </p> <p>There is certainly a place for the <a href="https://econsultancy.com/blog/66904-do-retailers-really-need-a-customer-loyalty-program">loyalty program</a> lever but for me it needs to be the icing on the cake rather than the cake itself.</p> <p>It’s simple, if you can get customers to love your brand for what it stands for and what it delivers (earned loyalty), they will only appreciate you more when you give them great offers to spend more time with you (bought loyalty).</p> <p>So to do this, organisations should consider winning ‘earned’ before ‘bought’ loyalty to be sure to create stickier relationships. Here’s a four step guide to doing just that:</p> <p><img src="https://assets.econsultancy.com/images/0006/6995/earned_bought_loyalty-blog-flyer.png" alt="" width="470" height="350"></p> <h3>1) Align your brand and customer’s values</h3> <p>As a foundation, your brand purpose must align and resonate with that of your audience and be demonstrated in everything you do. </p> <p>This will ensure you stay relevant and favoured in the eyes of your customers, leading to an increased emotional connection.</p> <p>Starbucks didn't do itself any favours by being embroiled in the tax avoidance issue that goes against one of their core values to ‘connect with transparency, dignity and respect’. After a massive boycott the brand is still recovering and many customers have not returned to its doors.</p> <p>So to create ‘earned’ loyalty, its important for organisations to reflect on their brand position and determine if it is both clear and truly aligned to their target market. </p> <p>At the end of it, all other activities flow from delivering the brand promise so it’s important to get right.</p> <h3>2) Propositions must meet and exceed customer requirements</h3> <p>The second stage of ‘earned’ loyalty is to ensure your value proposition spot on. It must align to your customer’s wants and needs, otherwise no matter what else you do, they will not come back for more.</p> <p>As an example: on a recent visit to Soho, I walked into a very reasonably priced all-you-can-eat buffet. The quality of the food was terribly disappointing to the point I even got resentful paying the reasonably priced price tag. </p> <p>The real kicker came at the end when I was handed a half-priced voucher for my next visit. Would I ever go back to redeem it? I’ll let you decide.</p> <h3>3) Deliver an exceptional and novel experience</h3> <p>The final stage in the ‘earned’ loyalty category is to deliver an exceptional experience. </p> <p>If you can meet a consumer's wants and needs AND deliver it in a place (digital or physical) that is convenient to them AND in a way that is aligned to their tastes, they will make you a regular thing.</p> <p>I recently had my first experience of immersive theatre at Alice Underground Wonderland (sadly its now finished for the year), where the experience was second to none and exceeded all expectations. </p> <p>It encapsulated the audience, made you anticipate what was around the next corner and took you into its own world for that space in time. </p> <p>I ended up taking another set of friends two weeks later and even paid for the premium tickets the next time around. If only brands could replicate these emotions, clearly in their own way. </p> <h3>4) Giving customers that little bit extra</h3> <p>The final step in building loyalty is to generate ‘bought’ loyalty. </p> <p>This is where you offer incentives, rewards and surprises to encourage repeat purchase and re-visits. </p> <p>There are some great programs out there, my personal favourite being the Nandos loyalty app. It’s simple and hence effective, as you always know how far away you are from your next free chicken. </p> <p>But if I didn't associate with the brand (Cheeky Nandos!), love the food and enjoy the experience, the app would simply not exist on my phone.</p> <p>So all in all, it's a simple equation to building stronger customer loyalty: '3 to 1' - Three steps to building ‘earned’ loyalty and one step to building ‘bought’ loyalty. To me, it should be in that order.   </p> <p><em>You can learn even more about customer experience at our two day <a href="http://bit.ly/1M8uMOA">Festival of Marketing</a> event in November. Book your ticket today and see how you can create a customer-focused culture.</em></p>