2020 has changed the marketing landscape for brands around the world. The skyrocketing reliance on and growth of virtual online connections presents both challenges and opportunities for organizations still expanding their use of digital marketing, specifically email. Here's your opportunity to understand the email marketing key performance indicators (KPIs) that truly move the needle and optimize channel response. Tune in as Karen Talavera, President of Synchronicity Marketing joins Dennis Dayman in a discussion about data-driven marketing and its effects on the success of email campaigns. Dennis and Karen explore the email measures that matter, which data brands should track, and why. They also address how the alignment of sales, business development, and marketing teams can help brands reach their revenue goals faster and more efficiently.
In this podcast you'll learn:
- The basic diagnostic measures essential to all email marketing campaigns
- What constitutes true email success, and why that ultimate measurement has no one-size-fits-all definition
- How to align marketing with sales and IT for greater synergy and to avoid silos
- Why buyer journeys and personas are important to dissect
- Shifts in email marketing since the pandemic and lockdown
- Karen's word to the wise for budding email marketers
Shopping cart abandonment emails—aka cart recovery campaigns—have long been a mainstay in the campaign arsenal of retailers and e-tailers, but what about the rest of us? Can we benefit from abandonment recovery campaigns, and should they be an essential in email marketing programs? Brands, companies and products that don’t normally lend themselves to e-commerce or naturally have longer and more winding customer journeys than retail also have engagement and conversion points along the way. If abandoned, these missed conversion opportunities represent lost revenue. So even though “the rest of us” may not have online shopping carts on our websites or an e-commerce business model, it absolutely makes sense to be listening for abandonment signals and responding with recovery email campaigns. Let’s consider a few scenarios and—with insight from those early-adopter retailers— lay down best practices for abandonment recovery that are widely adaptable to nearly any email marketer (click to continue)
There is a reason over 85% of all marketers worldwide are using content marketing to generate more sales. On average, consumers engage with 11.4 pieces of content before making a purchase. Moreover, up to 80% of all users only focus on organic results and ignore all paid ads. Digital advertising has only 11% of the average business marketing budget today, while content marketing has 13% and is expected to only increase in the coming years. Furthermore, email marketing is an ideal channel for promoting, distributing, and multi-purposing your content. Email and content marketing are natural complements - they go together as deliciously as
When it comes to measuring email marketing results, there’s plenty of undue obsession with tracking basic process metrics like deliverability, opens and clicks. While each of those measures is obviously important, it’s the bottom line contribution of email marketing to your business that ultimately matters most.