Emma announces a suite of new product features including landing pages, A/B content testing and an interactive marketing calendar. The new landing pages feature allows marketers to easily create a landing page using the drag-and-drop design editor and publish it with a single click. Marketers gain additional capabilities with the A/B content testing feature optimizing email content and the interactive marketing calendar offering high-level views of email campaign activity.
From the release: “Launching landing pages is the first step towards Emma becoming a true multi-channel platform with email as the foundation,” said Jeff Middlesworth, chief product officer at Emma. “Sharing our vision at Marketing United and getting feedback from marketers about how our software helps drive amazing results for their business is really inspiring.”
Campaign Monitor, a provider of intelligent email marketing and automation software, has acquired Tagga and announced plans for new B2C CRM solutions building on Tagga’s customer data platform. Marketers will be able to create a single view of the customer and develop personalized marketing campaigns.
From the release: “Email subscribers are more than just clicks and opens, they are customers browsing your website, engaging with your social channels, and shopping. Campaign Monitor and Tagga will bring all of these activities together to create a unified customer profile within a behaviorally driven CRM, designed for the unique needs of B2C companies.”
When was the last time you glanced at your email inbox only to find a bunch of unfamiliar emails sitting there? A few minutes ago? Did you open them? It seems the answer to that question depends largely on what industry sent the email. HubSpot analyzed data “from more than 25 million one-to-one (i.e., not to a list) emails sent via the HubSpot Sales platform by firms in 28 different industries.”
Arts and Entertainment topped the list with an open rate of 47%. Followed closely by Construction, Human Resources, and Legal/Government. Clearly, we all want to see the latest movie, buy a new house, get a new job, and steer clear of the IRS. All joking aside, if you find yourself in the Marketing/Advertising sector with an open rate of just 25%, you know first hand how tough it is to get someone’s attention through email. The way to improve your open rate combines technology with good old psychology.
Let’s start with the technology in your marketing stack.
A number of tools track open rates, improve email content, and update the contact list. An Email Marketing Platform offers the ability to create, deliver, and track large amounts of emails.Email Automationprovides a range of functions including sending, writing and tracking email campaigns as well as tools supporting A/B testing, market segmentation and reporting dashboards.
The psychology part comes into play when you look at how email recipients decide whether to open the email or not. Who is the email sent to? Who is it from — a person or a company? What is the subject line? Does it grab the recipient’s attention? What time did they receive the email? Are they sitting eating lunch at their desk or getting ready to pack up for the day? Can they read it on their mobile device if they have already left the office? These questions should help you avoid some of the pitfalls that will send your email into the trash while raising your overall email marketing strategy to engage and connect with the person you are trying to reach. Focus on gathering data, make adjustments, track results, and continually improve the quality of the email content.
MailChimp announced the rollout of Facebook Ad Campaigns to help users reach new customers and engage with current ones. Users can now create, manage and analyze their Facebook Ad Campaigns within the MailChimp platform.
Email marketing, Advertising
From the Announcement:
After email, Facebook ads are the next most popular choice with our customers for acquiring customers and generating revenue,” says Tom Klein, CMO. “We created an ad buying experience that feels like MailChimp, so customers can create beautiful ads quickly and get back to building their business.” In just a few steps, you can create ads, set your targeting, and decide your budget. And if you’re already comfortable with MailChimp’s interface, you’ll feel right at home.
“Businesses keep their customer data and product photos in MailChimp, so it’s the perfect place to kick off an ad campaign to acquire new customers using the data and content they already have. And since a user can sync up their store with MailChimp, we can even tell you the ROI and sales your ad generated. That’s always been tough for entrepreneurs,” says John Foreman, VP of Product Management. “Best of all, MailChimp doesn’t take a cut. Whatever you pay goes directly to Facebook.”
“When consumers were asked which channels they check to learn about new products from brands, 36% say they don’t turn to any social channels at all. Boomers (59%) and Generation X (43%) were least likely to check social channels, followed by Millennials (33%).”
So says a study by NAPCO research and Bluecore, that says customers are less likely to learn about new products on social media than the stories brands are telling on their own properties. Why? Some of it is about the very stability (or lack thereof) of social media. A few of the notes from Marketing Insider:
Social media platforms change how they serve up brand stories to users. The platform is owned by someone else — the terms by which you may use that service may change.
New platforms will emerge and segmenting your audience by platform is good, but all customers will want product specifications. Not every story works on every medium.
If you want to own the customer experience, you’ll need to own the platform where they get that experience.
Check out some of these tool categories on CabinetM to get started. Which works for you?
Brands looking to add autoplay video directly into email.
Suitable for use by
PowerInbox announces the addition of autoplay videos directly inside emails. Users will see a 7 second video loop upon opening the email and then are encouraged to click through to activate the full video and sound.
Things to know:
The autoplay video units can run as an advertising component in RevenueStripe, PowerInbox’s email content recommendation solution
The autoplay video units can also be run as a dynamic element in DynamicMail, the company’s email personalization solution
Delivera unveils a number of platform updates including the Drip Campaign Builder, a tool for planning a series of emails and determining which emails are sent in response to subscriber actions and other factors.
Three things to know:
Updates include easy to use interface, improved targeting based on engagement, and SMS messaging capabilities
Report groups gather metrics on individual mailings to gauge effectiveness and continue to improve the automated series
Enhanced Drag and Drop Editor offers an additional 225 cell groups to support more complex design layouts
Gaining User Input in Email Marketing (by UnsubCentral)
Enabling users to control email frequency
Suitable for use by
B2B, B2C, Agency
UnsubCentral creates a Preference Center, offering brands a way to gain a user’s input regarding the frequency and topic of email marketing campaigns. This solution for email compliance and opt-out list management is designed to reduce the overall number of email subscriber opt-outs.
Three things to know:
Emailing customers and prospects too frequently can be detrimental to a brand’s reputation
A preference center is a single page that allows users to opt in or out of only the types of messages they want to receive as well as control the frequency of mailings
Solution can be used with third-party acquisition mailings
Marketers looking to cost-effectively grow their email lists with quality customers and prospects
Email retargeting that helps marketers to grow their customer and prospect email lists without having to increase media spend. 3.0 measures the quality of lead sources, eliminating sources that perform poorly or generate risk to a brand’s online reputation.
Three things to know:
B2C email retargeting solution helps marketers re-engage prospects who have abandoned the sales funnel prior to converting and becoming customers
CertainSource’s live audience and send-time optimization capabilities trigger emails when prospects are online to increase engagement and conversions
CertainSource 3.0 also expands its funnel acquisition management functionalities, which help consumer brands manage and optimize omni-channel lead sources in real-time
Oracle-based marketers looking to target an audience throughout the lifecycle of the customer relationship
A new app for the Oracle Marketing Cloud designed for B2C and B2B marketers to encourage engagement by combining paid and owned media, allowing marketers to drive retargeting tactics across paid media channels.
Three things to know:
Gives marketers the resources to target customers throughout the relationship from initial awareness through to purchase and ownership
Marketers can build actionable customer profiles by activating email-based audiences across paid channels
The MediaMath App for Oracle Marketing Cloud is available on the Oracle Cloud Marketplace