Email Marketing Part II: Automation & Data Analysis

In the first part of our email-marketing discussion we outlined how to create personalized and interactive emails to engage consumers. But how do you achieve personalized subject headings for each reader or send emails in response to an individual consumer’s behavior? You need tech that automates these functions and gathers and analyzes data on customer demographics and behavior.

Let’s continue our email-marketing conversation by outlining the data-gathering and other technological features available to get your email read rates high.

Email-Marketing Software: Automation & Data-Tracking Features

⋅  Connect email to data about the customer’s journey — Gather a wide range of data, including your customer’s geographic location and time zone, browsing and search behavior, purchase history, and even the local weather. Using automation, integrate this data to determine when and what email offers should be sent.

⋅  Drip-email campaigns. Using a drip campaign, a company sends emails at various stages of a customer’s interaction with a product. They may offer additional education about the product, entice by highlighting certain features, act as reminders or make special offers. Each email responds to the last action the customer took, such as reading or failing to read a prior campaign email.

⋅  Triggered emails.  Set rules for follow-up emails to specific actions: e.g., automated reminder emails about items left in a shopping cart, or marketing emails about new products similar to past purchases.

⋅  Integrated CRM — Customer Relationship Management (CRM) software can integrate with various email-marketing platforms, allowing you to incorporate prior interactions when determining the content of targeted emails. Differentiate your potential clients from long-term customers and make emails responsive to individualized pricing and contracts.

⋅  Omni-channel integration — Tie email automation to multiple sources of customer behavior, including social media engagement and customer service chat history, for a more targeted follow-up to these interactions.

⋅  Segment email lists — Using demographic and customer behavior information, your complete email list can be divided into smaller groups for more targeted, individual-feeling email campaigns.

⋅  Email building — Email marketing software can make it easier to create email templates, optimize emails for mobile view, and even A/B test designs or messages.

⋅  Monitor campaigns — Collect data on interactions with your emails, including click-throughs rates and eventual purchasing or abandonment. Use this data to not only assess any campaign’s ROI, but to also assess the best tag lines, button sizes, interactive features and messages.

What features do you need? What will be most cost effective for your company? Get in touch, and Thanx Media can help you chose and implement the right email-marketing platform.

Elements of E-Commerce | Email Marketing: Personalization

Welcome to Thanx Media’s “Elements of E-Commerce” blog series. Follow along as we wade through the nuts and bolts of e-commerce technologies that you need to know.

Today we’re diving into modern email marketing. Emails are some of the strongest marketing tools available—email is 40 times as effective at engaging customers compared to social media. But we all know about cluttered inboxes, so do we really think anyone is opening all those email blasts? As it turns out, personalized emails are pretty effective. But customers need them to be engaging, focused and relevant to keep them from a quick trash click.

In this post, we’ll go through some of the best practices for successful email marketing using personalization. Join us in our follow-up post, Email Marketing with Automation & Data Analysis, which will walk you through automation solutions that keep your email marketing up to date and your customer base growing.

Email Marketing Best Practices to Personalize & Engage

⋅  Grow your email lists from signups — Don’t bother buying mailing lists; there is way too much email, and consumers do not have the time or patience to open email from sites they don’t recognize.

⋅  Catch attention with your headers, especially by personalizing — Subject-lines and preview lines are your chance to grab attention. Personalizing the subject line to include your reader’s name or a demonstrated interest make it more likely (26% more likely) they will care enough to read further.

⋅  Don’t end personalization at the subject line. With automation, you can keep personalizing from subject line through text and any footers.

⋅  Keep your emails short and write good copy — Readers’ attention span is best kept by 50-125 words that are well written, and entertaining or interesting (not just attention-grabbing).

⋅  Make content interactive — Asking your reader to engage with your message is the best way to help the message sink in and capitalizes on the attention already given to the email. Try some of these:

º  In-email buttons that navigate your reader to complete a call-to-action (CTA)

º  In-email navigation, with hamburger menus or search

⋅  Use animation and video — Make sure your reader can see your message easily, even if they don’t fully read your content; animations, like thoughtful and relevant GIFs, and short videos are easy to consume and easy to remember. These also help emails feel interactive.

⋅  Tie your emails to the customer journey — Make emails personalized by responding to the customer’s behavior, e.g. reminding customers of items in their carts. Automation offers the ability to respond to many different behaviors with targeted email; we will look at these more closely in the second part of our email-marketing discussion, so check back!

⋅  Use the captured attention of transactional emails — Emails such as order confirmations and receipts are viewed 4-8 times more often than other marketing emails. Why waste this time with your customer? Include more information that will entice the customer back.

⋅  Send live social media feeds via email — Expand the reach of a Twitter or Facebook feed by sending updates via email. Don’t send every update and do make sure this type of email is targeted to the reader’s interests.

Check back for our continued discussion: learn how to implement these email-marketing goals.

Influencer Marketing Part II: Influencer Marketing Technology

In Part I of our Influencer Marketing discussion, we outlined how to connect to your consumers through their existing relationships on social media or blogs. Harnessing the natural-feel of social media chatter is effective once you’ve found the right influencers connected to the right audience. In this Part II of our Influencer Marketing discussion, we’re going to look at how technology helps your find those best-fitting influencers.

How does E-Commerce Technology Support Influencer Marketing Campaigns?

There are a lot of options for technology that facilitates influencer marketing, and the right software will depend on your company’s needs. These are the keys that most of us will look for:

1.  Find influencers – Are you looking for a broad reach or a niche audience? How do you find out who is connected to your key demographic? The right software will sort through potential influencers and allow you to search for the person who is best situated to spread your message.

2.  Connect with potential partners – Once you’ve identified those people who can spread your message the way you want, use influencer marketing software to reach out. Keep your discussions organized for easier future tracking by using a single platform to identify and connect with influencers.

3.  Engage and manage influencers – Influencer marketing software can keep your ongoing use of influencers organized. It can track which influencers have been engaged and when, and even allow you to pay influencers through the platform.

4.  Track your progress and success – Use your software to measure the success of your campaigns. Keep track of likes and engagements, clicks and sales. Compare campaigns to decide what works best and what didn’t work at all.

Picking the Right Software

Since the needs of each company will vary, your business should identify your goals and then find the functionality that matches. Here are some considerations:

⋅  How large is the pool of influencers connected to the platform and how often are new influencers introduced into the pool?

⋅  Are influencers from a wide range of social media and blogs included so that you can run omni-channel campaigns?

⋅  How well can you sort through the influencer pool to find the right audience? Does the software keep track of the demographics you are most interested in?

⋅  What measures are most important for tracking the success of a campaign? Does the software gather the data you need?

Helping you find the best platform is part of what we do here at Thanx Media. We hope these posts have given you an idea of what you need. For more help finding and implementing the right software, get in touch.

Elements of E-Commerce | Influencer Marketing

Welcome to Thanx Media’s “Elements of E-Commerce” blog series. Follow along as we wade through the nuts and bolts of e-commerce technologies that you need to know.

What is Influencer Marketing?

Influencer marketing uses individuals to spread the word about a company’s products and services. Influencers are people who are already connected to your audience. Maybe they have 1 million Instagram followers; maybe they write a blog that’s trusted by your core buyers. Basically, they are people who other people are listening to.

An influencer marketing campaign will use influencers to create relationships with potential buyers. This might be a tweet about how an influencer uses a product that promotes the product’s visibility. It might be a conversational social media post that creates online chatter about the company. An influencer doesn’t have to advocate for your product; the key is connecting an audience to your company.

Why use Influencer Marketing?

⋅  Buyers respond when they are connected via other consumers. According to this HubSpot infographic, 75% of consumers don’t trust banner ads, but 70% do trust consumer reviews. And here’s an important stat: online shoppers are 71% more likely to complete a purchase when they have been referred by social media.

⋅  Ads are blocked and ignored. 83% of online browsers indicate that they would like to block mobile ads. With desktop and mobile ad blocking software growing, using traditional advertising is less likely to reach your audience.

Example Campaigns

Influencer marketing success is pretty clear, in both B2C and B2B worlds. These two campaigns showed solid returns, and might offer some inspiration for how you can use influencers:

⋅  Kickster and DJ Khaled – This Forbes post gives us the backstory on how Kickster (a sneaker sales app) used influencer marketing to get 10 million views on its app in 24 hours. Kickster created a Snapchat filter for a DJ Khaled concert series. They were able to grab Khaled’s attention so much that Kickster’s filter was used more than the official event filter—giving Kickster visibility without the use of inauthentic endorsements or the high price tag of paying for celebrity advocacy.

⋅  Phillip’s increased brand awareness – Traackr, an e-commerce tool for managing influencer campaigns, outlined Phillip’s push to use influencer marketing to gain visibility in the healthcare and lighting industries. With influencers participating in social media conversations, Phillips was able to create online chatter about the company and improve brand awareness.

Check back for Part II of our discussion, where we will outline what e-commerce technology can do to support your influencer marketing campaigns.