Welcome Dan Caro, Whereoware’s Director of Marketing Operations. Dan specializes in behavior-based marketing automation strategy, e-commerce marketing, and conversion optimization. He’s psyched to share today’s news…
Welcome to the 21st century, Gmail!
In case you missed it, Gmail announced the support of <style> tags and media queries. Start celebrating #emailgeeks!
This week, we welcome a guest post from our Digital Marketing Associate Leslie McCrea. Leslie is responsible for behavior-driven email marketing campaigns and strategy for B2B and B2C clients.
A history-making moment
We are in the midst of one of the most digital media-based elections in history. There’s unparalleled opportunity for candidates to connect with the general public, but also more real-time scrutiny. This ongoing case study of political digital marketing and transformative technology is driven by more than just a desire to win; it’s the result of a media-craving society.
Three out of four American voters have both a smartphone and a Facebook account. The use of technology, media interactivity, and mobile channels built an entirely new data-driven canvas for political campaigning. It’s prominence grew since the 2012 election, but more notably, since Obama first ran and took office in 2008.
Since 2008, Facebook grew up, email databases became the norm, and multimedia content was introduced. With a stack of interchangeable parts in motion – web design, email content, social media, and user content, to name a few – the remaining two months of this historical presidential race are bound to be interesting. Politics, technology, marketing, and social ethics are at a new crossroads.
Trump and Clinton – Pushing Boundaries in Political Digital Marketing
This year, the role of direct-to-consumer media jumped the ladder to become an influential avenue for political conversation. The 2016 election has not only challenged the candidates, but also the public, to make this whole experience just a bit more casual. Let’s take a look at how Trump and Clinton communicate.
Each year, we aim to mix up our holiday email campaigns to capture inbox attention and convert busy holiday shoppers. To help you steal the show, we’ve created a Holiday Email Inspiration Gallery for you to pull ideas for your 2016 campaigns. Check it out:
Last week, three of Whereoware’s email marketers headed to Boston to attend the Litmus Email Design Conference. Today, they share key takeaways from one of the smartest email communities in the world. In case you missed it:
Dan Caro, Whereoware’s Director of Marketing Operations. (@dcaro12) Takeaways:
The Email Design Conference continues to be the premier event for email marketers. Speakers only get 30 minutes to present, so there’s no time for the fluff you get at other email conferences. They even replace Q&A with email speed dating sessions with some of the best minds in the email community, so every attendee gets actionable advice.
One of the conference themes was building modules into emails. Modules are time-savers to save you time on coding and testing. This allows email marketers to spend more time on strategy and less time on code.
Another theme was user experience. Treat your customers like humans, not cash machines. Your emails design and copy should center around getting the customer to interact first with your email and then on your website. If an element doesn’t line up with the intended experience, it shouldn’t be in the design.
Litmus also announced a partnership with Microsoft. The goal is to improve the Outlook product for users and email developers. Even though there is not an instant solution, everyone agrees it was a step in the right direction. Let’s hope there is a partnership with Gmail coming soon. 🙂
The most prominent theme to me was there’s no one right way to do anything. Whether we’re talking about a production process for emails or other projects, a modular template design, or call-to-action buttons, it’s up to the marketer to test, research, and conclude what works best for their audience.
As with all marketing, there’s no silver bullet. However, hearing people from very different industries and backgrounds divulge their email marketing tactics gave insights into how to best connect with your audience. Many presentations had a psychological and sociological component to them. They touched on how to be persuasive and elicit emotion, as well as why people opt in to your campaigns (and why they opt out).
#litmuslive UX/social psychology techniques to use in email
commitment & consistency
Another major theme was the importance of establishing a recurring, repeatable process for all projects. Not only does a clear process avoid surprises (and mistakes), but it creates a transparent and sturdy foundation for communication between the client and yourself (whether that’s an agency/client relationship, or an internal stakeholder/employee relationship). A few components of a stable process:
1. Create naming conventions or generate project/job ID numbers for files
2. Establish a project timeline document
3. Enforce strict deadlines (and impose penalties, if necessary)
4. Communicate outside of emails (pick up the phone or set up a video call).
6 Steps to Email Design Process by @matty_caldwell:
6. Design approved#LitmusLive
Taking the time to identify a process for your organization is crucial to its success and directly relates to the outcome of your projects.
Joy Piirto, Whereoware’s Online Marketing Manager. (@joyp26) Takeaways:
When planning a marketing campaign, start with your customer and work backwards. Just because your campaign makes sense to you doesn’t mean it will work for your customer.
If you can think like your customer, you can create a campaign that is user friendly that they’ll like or find useful. In addition, taking a moment to define the intention of the campaign is crucial to success and drives the design.
Increased clicks aren’t always the goal. Look at what they do after that. They might click because they’re confused. #LitmusLive#kpifrat
Thank you to everyone who joined us for our workshop: Quick Wins for Website + Email Success today in the DC Metro Area! As promised, both the website + email checklists are available for download below.
Our Website Checklist highlights the most important aspects your website needs to be a lead generation machine. From set up to trust building to relevant and fresh content, our checklist sets you up for success. See the Website Quick Wins slides.
Our Email Optimization checklist walks through tried and true techniques for crafting and sending emails that capture inbox attention, convince your audience of your message, and close the sale, conversion, etc. Follow along with our checklist to feel confident every time you hit send. See the Email Quick Wins slides.
We had a great turnout for our June 22nd webinar: Simplifying the IBM Marketing Cloud Roadmap. (See the recorded presentation below.)
Our intention was to make the IBM Marketing Cloud (IMC) simple by walking through use cases for each tool. Sounds like a no-brainer, right? The thing is, IBM has been developing the IMC for some time now – adding new tools, revamping existing products, and integrating them together in awesome ways. All the moving parts are tricky to track.
Once you get the names straight, the powerful capabilities of the IMC are hard to beat. Together, they offer big and small-picture insights into customers’ activity and behavior across channels, so marketers can reach out at the right moment, via the right channel, and with a compelling message customers can’t resist.
Today, we’ll give you a quick recap of how each tool is used by busy marketers to supercharge their campaigns. Download our handout, above, to see estimates of the cost, availability, and level of effort to install each tool.
Have you ever realized something was wrong with your email AFTER you hit the send button? Did you panic + frantically Google how to stop the mailing, but came up empty? If you’ve been in this heart-racing position, this post is for you.
Now, this post is specific to stopping a mailing in the IBM Marketing Cloud (formerly Silverpop) for Org Admin users, but for anyone using another ESP, be sure to look for similar steps in your ESP’s organizational-wide settings.
Step 1) Take a breath.
Taking action when your adrenaline is pumping + anxieties are high is usually more detrimental than helpful. Take a few breaths and grab a colleague (if you’ve got one) to sit with you until everything is under control.
Step 2) Go to Settings > System Activity
*Remember, the below menu only shows if you are an Org Admin user. If you are a Standard or Reporting user, this won’t show for you, and you need to find someone who is an Org Admin.
Step 3) Click on the Active Mailings tab
Here, all your active mailings are listed (both continuous campaigns/programs + one-offs).
You have some options on what to do next. Let’s go through each one:
Restart Send: If your mailing never sent due to a data issue, use the restart send action to send again, with the same settings as before.
Pause / Resume: If your mailing has an incorrect link, the website the mailing links to is down, or you have another issue, pause the mailing, fix the issue, and resume after it is fixed. In most cases, some mailings may have already sent – we suggest issuing an apology email to those folks who received the faulty mailing.
Cancel Mailing: If your mailing needs to be scrapped, then you can cancel the mailing completely. Note: Similarly to unscheduling a scheduled mailing, canceled mailings are moved to the Sent tab in IBM Marketing Cloud.
With these four actions at your fingertips, you can handle any issues that may arise once a mailing is sent. Want to banish send anxiety from the start? Use our Email Optimization Checklist to have confidence with every email send.
Consumers increasingly interact with brands from their mobile devices, and in many instances, mobile might be a customer’s only impression of a brand. It’s imperative that customers receive an excellent user experience from every device.
Plow & Hearth is a multi-channel retailer of quality hearth, yard and garden, apparel, and outdoor and indoor living products.
In 2015, 50% of Plow & Hearth’s emails were opened on mobile devices, but their emails were not mobile-friendly.
Like many retailers, they had a small team that was inexperienced in coding emails and a very aggressive email schedule. They were ready to dive into mobile email, but weren’t sure whether responsive or scalable design would be the best approach for their family of six brands.
Plow & Hearth reached out to Whereoware to develop mobile-friendly email templates for their team to update and maintain ongoing.
Due to the large volume of emails sent, and the limited staff/resources to put emails together, Whereoware had to think of a creative and straightforward way for less experienced email builders to construct anywhere from 30-60 emails in one week.
Read the short case study to see how Whereoware worked with Plow & Hearth to deliver three responsive email templates – increasing quality of 60+ emails a week and cutting email production time in half.
As much as we’d like to think that everyone who goes to a site searches, adds items to the cart, and purchases – that’s just not always the case. Customers abandon the process either at the stage of searching, browsing, adding items to cart, or finishing a process (here’s looking at all you service companies).
Let’s take a closer look at the types of abandonment + emails to re-engage:
Visitor uses the search feature on your website to look for “Birthday Outfits” the page returns all the products that match that description. The visitor doesn’t click on a specific product, but instead closes out of your website – abandoning the search.
Send a follow up email targeting search abandoners featuring the same products that the search term returned.