[October 23, 2014] |
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Campaigner® Announces Five Ways to Help Internet Retailers "Fall" into Marketing Success
LOS ANGELES --(Business Wire)--
It's that time of year again when much of the country will "fall back"
an hour, marking the end of Daylight Saving Time. As we prepare to reset
our clocks, Campaigner®, the email marketing brand of j2
Global, Inc. (NASDAQGS: JCOM), is encouraging Internet retailers to use
the extra hour on November 2 to assess their email marketing campaigns.
With retailers making as much as 40 percent of their annual revenue in
November and December, there is no doubt that taking the extra hour to
fine-tune or reset your email marketing strategy is time well spent. To
help, Campaigner is sharing five timely takeaways that will enable savvy
marketers to secure new customers, build customer loyalty and increase
revenue right in the nick of time.
A retailer's secret weapon, email marketing is a powerful
revenue-building tool for marketing teams today. According to the Direct
Marketing Associations, email provided $39.40 in sales per dollar of
advertising this year, compared to $22.38 through Web search, $19.71
from Internet display ads and $12.90 from social networks. While the ROI
is outstanding, according to Return Path, about 19
percent of email in the U.S. and Canada is still not making it to
the inbox, underscoring that a reset may be in order. In fact, according
to an Econsultancy
Email Marketing Census Survey, when asked, "How do you rate the
performance of your company's email?" most marketers admit that they
feel their own email performance is below par. On average, 61 percent
rate performance as "poor" or "average".
"For Internet retailers who want to take full advantage of the holiday
shopping season, the time is now to review past email marketing efforts
to determine what worked and what didn't, and hit the reset button if
needed. If not, these senders could be leaving thousands, if not
millions, of dollars on the table," said EJ McGowan, general manager of
Campaigner.
To help Internet retailers increase customer interaction and revenue,
Campaigner offers the five following timely takeaways to "fall" into
email marketing success:
There's a Time and a Template for Everything.
Create different templates for different campaigns, audiences and
outreach vehicles such as newsletters and promotions. These templates
will allow you to quickly create your content without having to generate
every new aspect each and every time. Better yet, use an email marketing
service that offers hundreds of templates to suit your unique business
needs. Build upon what works, so you can make minor changes, such as
subject lines, once the major work is complete. As an added bonus,
templates provide consistency for your brand across all channels.
Pacific Standard or Personalized?
The timing of an email marketing campaign has always been a tricky
business. Some choose industry standards (10 a.m. on Tuesdays and 3 p.m.
on Thursdays), but the most successful marketers personalize timing
based on data that identifies previous email behavior, including when
customers typically open emails and when they last opened an email from
your brand.
Every customer is unique-so don't send your emails based off time zone
alone. Thanks to segmentation and A/B split testing, you can split your
list into small portions to test new campaigns and tools. Segment your
list and tailor your campaigns by buyer behavior, location and other
factors to achieve higher open and click through rates. Perhaps your
early-risers need a different message than your night owls, so tailor
your content accordingly.
Fall Into a Change of Pace.
Keep in mind the Albert Einstein quote: "Insanity is doing the same
thing over and over again and expecting different results." It's easy to
settle into the comfort of pre-designed themes and the same old holiday
promotions. Use this time to embrace the new season to fall into
something different. For example, with the end of October and early
November just around the corner, you can bet countless companies will be
running Halloween promotions, but consider creating campaigns around
other timely events like the World Series or the Breeders' Cup. Be sure
to always take it back to your audience: make it newsworthy, but make it
relevant.
Stand the Test of Time.
To ensure optimal results, it is important to continually test how
different aspects of your campaigns are likely to be received. This is
insight you can gain through basic A/B testing. Also known as split
testing, these experiments should be run for a set time period to get a
feel for how your audience will respond to your subject lines, content,
frequency and other campaign elements. A/B testing is one of the most
reliable ways to ensure that your campaigns are precisely focused and
stand the test of time as a proven winner before sending them out to
your entire list.
A Stitch in Time Saves Nine.
Tired of putting out fires? Take that extra hour this fall to start
planning for next year. Your data will point th way as your campaigns
begin the frenzy leading up to the holidays. Set up a schedule one year
in advance, incorporating subject lines and niche messages, as well as
automating personal activities such as birthdays. Leverage available
technology like recurring autoresponders that can send renewal notices,
reminders, monthly promotional emails, upsell emails, thank you's, and
more, based on customer actions. A little investment setting these up
now will save you hours in the future.
Email marketing for online retailers is a key factor in overall business
success and ROI. The right campaign content sent through the most
effective channels at the right time of day can provide impactful
results. By following these timely takeaways, marketers and retailers
can secure new customers around the clock, build existing customer
loyalty and improve bottom line results in the blink of an eye. Time is
money, so use your extra hour to reign in results this holiday season
and beyond.
To view a related infographic please visit http://www.campaigner.com/solutions/infographics/pdf/Fall-Into-Revenue-102114.pdf.
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About Campaigner
Campaigner®
is a robust email marketing solution built by marketers to help small,
medium and large businesses strengthen customer relationships and drive
sales. Features include professional email campaign creation,
industry-leading A/B split testing, advanced list management and
segmentation tools, targeted email autoresponders and workflows,
powerful API and CRM integration, and detailed campaign reporting.
Campaigner is a brand and registered trademark of the Business Cloud
Services Division of j2 Global (News - Alert), Inc., the global provider of Internet
services. Learn more at www.campaigner.com.
About j2 Global
j2 Global, Inc. provides Internet services through two divisions:
Business Cloud Services and Digital Media. The Business Cloud Services
Division offers Internet fax, virtual phone, hosted email, email
marketing, online backup, unified communications and CRM solutions. It
markets its services principally under the brand names eFax®,
eVoice®,
FuseMail®,
Campaigner®,
KeepItSafe®,
Livedrive®
and Onebox®,
and operates a messaging network spanning 49 countries on six
continents. The Digital Media Division offers technology, gaming and
lifestyle content through its digital properties, which include PCMag.com, IGN.com,
AskMen.com,
Toolbox.com
and others. The Digital Media Division also operates NetShelter®
Powered by BuyerBase®,
an advanced digital ad targeting platform, and Ziff Davis B2B, a leading
provider of research to enterprise buyers and leads to IT vendors. As of
Dec. 31, 2013, j2 had achieved 18 consecutive fiscal years of revenue
growth. For more information about j2, please visit www.j2global.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20141023005125/en/
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