These are Not Resolutions, but 5 Ways Marketers Can Improve in 2019

With the change of the calendar, we often focus on making changes in our personal lives to improve ourselves. Many of us need this type of reset to begin eating healthier, exercising, and even reading more books. But visit your local gym on February 1 and you find that not many people have really developed consistent new habits.

Marketers are constantly in review mode throughout the year as they measure the success of campaigns, as well as reporting on weekly, monthly, and quarterly metrics. So the question is what can successful marketers do that can improve their results in 2019? I’m not a fan of resolutions, because they rarely change behavior, but there are several things for marketers to consider in the new year. Continue reading “These are Not Resolutions, but 5 Ways Marketers Can Improve in 2019”

It’s Time for Retail Brands to Get Personal with Consumers

Large retail brands want to build relationships with their customers. Once a customer makes a single purchase, it is easier and less costly to keep that customer than it is to try to entice a new customer to buy something.

I recently purchased new running shoes from a small, local retailer and there are some lessons about the experience that apply to all retailers, both on and offline. This is especially relevant to large brands who want to get personal with their customers so they feel more like small brands. Continue reading “It’s Time for Retail Brands to Get Personal with Consumers”

Real Time Data Should Hold Elite Status in Your Emails

As long as I have been in marketing – which has been most of my career – I have done a substantial amount of traveling. That means that I am a member of many frequent traveler programs. Airline. Hotel. Rental cars. I probably even joined the Amtrak loyalty program that one time I took the Acela, but that is a story for another time.

Continue reading “Real Time Data Should Hold Elite Status in Your Emails”

Marketing with Data is How to Build a Long-term Relationship

Personal relationships are all about communication. The more you know about your friends and partners, the better you can communicate with them. Talk about things that matter to them and they will be interested. And there’s no faster way to get them to tune you out than to prattle on about something that they don’t care about.

This has never been more true in marketing.

Continue reading “Marketing with Data is How to Build a Long-term Relationship”

The Right Data is More Important Than the Right Subject Line

The subject line is the most visible part of an email. It’s what your recipients see before they open your email. It’s what they see after they open your email. It’s even what they see if they never open your email.

It is often the first thing marketers review as the cause for a drop in open rates. The internet answers the call with help on subject lines. It’s like an old time pitchman selling tonics and potions to cure what ails you. Hundreds of millions of results with best practices, helpful tips, 164 examples of guaranteed to open subject lines.

But what if I told you that a perfectly crafted subject line is not the thing that has the most effect on your open rate?

Continue reading “The Right Data is More Important Than the Right Subject Line”

The 4 Key Principles of Cross-Channel Marketing

The marketing landscape continues to change as consumer behavior evolves across multiple devices and channels. Desktops, smartphones, and tablets play a role in discovery, education, and purchase decisions. And consumers expect brands to keep up as they move across that landscape. Ninety percent of consumers expect a consistent experience as they move across channels and devices.

You can look around your organization and try to explain why your website doesn’t talk to your in-store point of sale system or why your emails don’t look like your social channels, but guess what? Consumers don’t care. And they are right.

Continue reading “The 4 Key Principles of Cross-Channel Marketing”

The Average Email is Worth 8 Cents

What is the value of email? Marketers send emails every day. Lots of emails every day. But nobody talks about it. They set up campaigns. Follow all the best practices. Optimize subject lines, design, and copy. Who gets a pat on the back for sending more emails?

Emails are not sexy. Emails are not cutting edge. They are not the latest shiny objects that marketing influencers extol from the stages of marketing conferences. But they are workhorses of your business. Especially retail and ecommerce businesses.

Continue reading “The Average Email is Worth 8 Cents”

Predicting Your Next Marketing Move

The following post was written to run on a partner’s predictive marketing blog, but was rejected as not being specific enough. I connected them with someone in product marketing, so they could get a boring, more specific post. Below is my complete post as submitted.

I predict that you will show this blog post to your boss. Periodically, as you are reading, I will interrupt you and see if I’m right.

Sometimes I am too subtle in my writing, and I just did it right there. Let me point it out, just in case you missed it. I started off this post by predicting something that was going to happen. That’s the current state of marketing. We can now use data to not just understand what has happened, but what will happen. In my case, my data is the outline of what I’m going to say. The only thing I know about you so far is that you are reading a predictive marketing blog. Continue reading “Predicting Your Next Marketing Move”

Analysis: Marketing Conferences are Better Than Ice Cream

Some days instead of writing about marketing I want to write about ice cream. Today is one of those days.

I’ve been sitting at my desk daydreaming about Mint Chocolate Chip. I’m not a purist, so I don’t care if it is green or white, but the combination of creamy mint and the crunch of the chocolate has always hit the spot since childhood. I don’t even mind that the chocolate gets stuck in my molars and i have to dig it out. Continue reading “Analysis: Marketing Conferences are Better Than Ice Cream”