Posted on February 7th, 2012
Looking to take your email marketing to the next level in 2012 but managing 1,000,001 other things too? Know what best practice looks like but struggling to find the time and resource to implement it?
Stream:20 Director, Stuart Russell, recently presented at Figaro Digital Email Seminar to teach attendees how to be an Email Superstar in 2012 despite the other pressures they face.
Posted on January 26th, 2012
So the first month of 2012 is almost over. How many of your New Year Resolutions have you managed to keep? Are you still on the detox, smoke free and exercising three times a week? No? Not many of us are! But when it comes to your email & CRM strategy, there are some resolutions which really are worth keeping and will help you reap the rewards of your customer base
1. I promise to make my emails relevant to customer behaviour not just business needs. We all know behavioural segmentation means we can better tailor our messages to consumers, but not many organisations are actually doing it. Don’t be scared, this doesn’t have to start as overly complicated, how about simply tailoring your emails based on whether a customer has clicked on your last emails or not?
Posted on January 18th, 2012
Email / CRM / Loyalty / Retention… What does all this really mean and what should your department ‘do’…?
“This is our email team, they do our CRM, loyalty and retention stuff”
Pick a customer marketing department at random and you can be fairly sure it’s had some variation of this description thrust upon it. Terms like ‘CRM’ and ‘loyalty’ get used interchangeably as the real definitions are only important to Marketing Professors, right?
Without sounding like a marketing swot I’d say ‘no’.
Of course, whatever moniker we use we’re ultimately talking about keeping and up-selling to current customers, so we don’t need to stop all work until we get this agreed. But I’ve found that giving more thought to what it is teams ‘do’ can provide real help defining the type and scope of service they gave to the business.
Posted on December 12th, 2011
I
t’s now almost a reflex reaction to check your email the moment you make a purchase online. That little confirmation email means more to us than a mere receipt. It gives reassurance that the site is legitimate and companies not sending them now stand out like a sore thumb.
Yet only 52% of companies send a triggered welcome message, while purchase confirmations are only in place for 39%.
Like it or not, triggered emails are shaping customers’ expectations and it’s time to sit up, take notice and make them a meaningful part of your CRM activity.
True, it might take a bit of data wizardry but when you start to see the results from an entirely automated, hugely targeted campaign you’ll wonder why you waited so long to get started.
Posted on November 7th, 2011
Like most professionals working in the online industry, I conduct and transact an awful lot of my personal life through websites, however when I come across one that really impresses me, I think it’s worth sharing. (more…)
Posted on October 21st, 2011
Here is the second instalment of our Top Ten Tips for rolling out a new ESP. (more…)
Posted on October 19th, 2011
Up-rooting all your data and campaigns and migrating to a new Email Service Provider (ESP) is doubtless a major project, but a bit of forward-planning goes a long way towards smoothing the big move.
First things first: if you need advice on choosing an ESP, visit the Stream:20 blog post about this.
Once you’ve made the big decision, you need to get going on the practicalities. So we have pulled together our Top Ten Tips for rolling out a new ESP and here are the first five: (more…)
Posted on September 21st, 2011
How and what data to gather for email marketing are always key questions, no matter what your industry. (Hint: if they’re not, make them so. Now.)
On your newsletter signup form or order confirmation page, how much data is enough but not too much? Why are you collecting these fields? And how can you use the information you collect effectively?
Hit the jackpot: What’s the most effective piece of data you hold on your database? Identifying your company’s data gold is well worth the analytical effort. Bear in mind it might not be what you immediately assume and you’ll need to run a few tests to check responses to different segmentation. (more…)
Posted on September 19th, 2011
As we all know, getting your data right is the key to a successful email campaign. One of the simplest but most effective ways of segmenting is by lifestage. Here’s Stream:20’s quick how-to guide to what to say and when. (more…)
Posted on September 14th, 2011
Ever since this year’s royal wedding, Dr Pierre Dukan’s diet – supposedly responsible for that bottom – has become the hottest trend among serial-slimmers since Dr Atkins hit the scene in the ‘90s.
It was interesting to see that the BBC’s Watchdog programme reported on dissatisfied Dukan subscribers, who had signed up for “unique and truly personalised weight loss coaching”, including daily emails offering advice tailored to their progress through the plan. Sounds great, so where did Dukan go wrong? (more…)
