Combatting customer shakedowns: how to make sure offers don’t dent your bottom line

They’ve cottoned on to your tactics, and now, they’ve got the tools and talent to work them in their favor. It may feel like a constant struggle, but we’re here to tell you that it doesn’t have to be this way.

Not too long ago, dotmailer teamed up with YouGov to undertake some hefty research on your behalf. We wanted to uncover the tricks customers use to get the best deals around. With the findings we’ve put together a handy cheatsheet to show how you can game the system and beat these super-smart shoppers at their own game.

What did we find?

#1: consumers love offer-led marketing

How do we know this? Well, 66% of UK consumers and 71% of US consumers said they’re more likely to buy online from a brand that’s sent them a money off voucher.

In fact, 39% of UK consumers and 41% of US consumers said they’d happily part with their email address to get money off or discount codes.

#2: getting the best deal matters

Consumer insight: shopping around

 

So much so that 80% of UK customers and 73% of US customers said they’d be willing to do extensive research to secure the best possible deal online.

 

#3: shoppers will abandon carts as they shop for the best deal

Consumer insights: abandoned cart strategy

Consumers from the US (15%) and the UK (13%) will abandon shopping carts in the hope that brands deliver a last-ditch discount to close the sale.

Plus, around a fifth (19% US; 17% UK) abandon their carts on different websites to compare deals.

 

#4:  Sales days are only getting bigger

Consumer insights: sales day tactics

 

40% of US consumers are more likely to hold off from purchasing until dedicated sales days.

Slightly smaller but still growing, 30% UK shoppers will use the same tactic.

 

Gaming the system download

Where  do we go from here?

Now, find out how to use these findings to level-up your marketing by downloading our latest cheatsheet – Gaming the system: beating the consumer at their own game.

The post Combatting customer shakedowns: how to make sure offers don’t dent your bottom line appeared first on The Marketing Automation Blog.

Reblogged 3 months ago from blog.dotmailer.com

Don’t stifle creativity by process

Scott Field is the Director of Communications at Team GB (The British Olympic Association), a role he decided to take after previously being Head of Media Relations at the FA.

He’s just returned from a successful Winter Olympics in PyeongChang, where Team GB mustered the enthusiasm of British athletes and fans alike; upon his return, we were keen for Scott to recall his experience and share it with us.

There’s no doubt that the British Olympic Association believes strongly in sport, as a means to challenge, inspire and unify us. The body has a vision to empower people to push themselves to the finish line and accomplish the ‘impossible’. At the end of the day, we’re all aspiring to be the best we can be – aren’t we?

This is a strong proposition and marketing is a crucial tool to get the message across in the most impactful way possible. We stopped in for a chat with Scott to get a little insight into what goes on in the mind of a Director at one of the most inspirational organizations of our time…

 

1. You moved from the FA to the Olympics – what do you think has been the biggest difference between the two?

Clearly, The FA is under incredible scrutiny and such is the prominence of football in the media and popular culture, the sport is constantly in the spotlight. Olympic Sport, on the other hand, has to work hard(er) for its coverage.

 

2. You’ve recently come back from the Winter Olympics in PyeongChang which must have been an amazing experience – is there a lot of difference between the Summer and Winter Olympics? Is there one that you prefer?

There is a great difference in the scale and therefore the intensity of the competition, but the sport is still of the highest quality. There is also an obvious difference in the athletes around free sports such as ski and snowboard park and pipe disciplines which makes it a really refreshing mix. It’ll be great to see free sports such as surfing and skateboarding in the Tokyo 2020 Olympic Games for that reason. No comment, on which one I prefer – I enjoy them both!

 

3. Can you give a small indication into what you will be covering at the dotmailer Summit – perhaps the key takeaways people can expect to leave with?

Hopefully I’ll make you smile and reprise a few great sporting stories from the Games, but maybe an insight into how we create our narrative to genuinely drive and support wider business development.

 

4. Have you seen any campaigns recently that you thought was particularly good?

KFC’s FCK apology. A good way out of a tough period.

 

5. Technology is becoming more and more prominent and impacting us all in different ways – have you got any key thoughts on this subject? And how you see this influencing our lives and our future?

There’s a creeping prevalence – some good, some bad. Spending an intense five weeks at the Games has made me think I need to put my phone down for a period. I see my very young children interacting with Alexa at home and realise their childhoods and futures are a world away from our own. It helps you remember that we need to retain balance in life, between digital and analogue lives – social media and conversation, physical activity versus sedentary activity.

 

6. What do you think will be the industry’s biggest opportunity in 2018?

Creativity is at the heart of everything we do. Great ideas provide opportunity.

 

7. Is there any particular advice that you would you give a marketer today?

See above. Don’t stifle creativity by process.

 

8. And lastly has there been anything that has truly inspired you lately?

Yes. I often get the opportunity to sit and listen to some of the most insightful and fascinating people and I had an hour listening to Dr Steve Peters recently. His words, anecdotes and insight can’t help but energise me.

 

Thank you so much Scott for sharing your insights, as well as some general inspiration. We’re looking forward to welcoming you on stage on the 19th April at the dotmailer Summit 2018!

Why attend the dotmailer Summit? Find out here.

The post Don’t stifle creativity by process appeared first on The Marketing Automation Blog.

Reblogged 8 months ago from blog.dotmailer.com

Don’t just take our word for it

The concept of social proof is simple: if you see someone else – or a group of people – doing something, you’re more inclined to mirror the behavior yourself. The same is true in the world of commerce, in that consumers are more likely to be persuaded to buy if others like them have done so (and the experience was positive).

It’s no surprise then that dotmailer partner Trustpilot has a string of customers who are seeing significant conversion rate and revenue increases from reviews. Customer testimonials can bolster any kind of digital marketing, including PPC and SEM, yet email remains one of the most powerful ways to drive sales to your website. In fact, on average, email drives 18.4% of ecommerce orders[1], making it a very attractive marketing channel indeed.

The challenge for marketers is that not only are their emails fighting against a cluttered inbox, they’re also tasked with encouraging users to click through once the email is opened. Personalization, persuasive copy and relevancy go a long way to enhance the performance of email campaigns, but it’s social proof that adds the all-important layer of authenticity and trustworthiness. After all, consumers are more likely to listen to another consumer’s perspective of a product over a brand’s description.

How can I maximize social proof in my emails?

There are two ways to approach social proof in email marketing:

  1. Existing emails

Firstly, there’s the opportunity to add ratings, reviews and trust marks to existing emails. A simple tactic could be adding Trustpilot’s TrustScore to your email header or including a customer review in the footer.

If you’re featuring products in your email, you can also include customers’ star ratings to demonstrate popularity and credibility. In this instance you’ll want to ensure that the product page displays the correct rating and reviews, otherwise you might be doing more harm than good. Thankfully, Trustpilot enables you to add live ratings to your emails and website – so they’ll always be accurate.

Other emails that are worthy of ratings, reviews and trust marks are the welcome series and abandoned cart reminders. Welcome emails are designed to introduce your brand’s USPs and build trust with prospects, and social proof is the perfect way to back up your message. Abandoned cart emails remind customers that they didn’t check out and all it could take is some carefully placed social proof to get them across the line.

  1. Emails built around social proof

While your existing emails can benefit from a peppering of ratings and reviews, social proof can also define a new suite of campaigns:

  • Top reviewed products

You could create an email featuring your company’s top-reviewed products of the week or month, along with their accompanying ratings.

  • How you’ve used customers’ feedback

An email telling customers how you’ve used their feedback to make improvements to your product or service shows that you listen and act on comments.

  • Feedback emails

An obvious one, but email is the best way to collect reviews from people who’ve purchased a product or service from you. You can set up an automated email program to deliver the feedback request at the right time in the customer journey – e.g. a day or a few weeks after the order was placed, depending on your offering.

Social proof can go well beyond making your emails a customer-centric marketing device. In this free guide by Trustpilot and eCommerce MasterPlan, you’ll discover how it can also improve your company’s search rankings, bolster remarketing ads and improve AdWords performance.

[1] eCommerce Pulse – July 2016, Custora, 2016

The post Don’t just take our word for it appeared first on The Email Marketing Blog.

Reblogged 1 year ago from blog.dotmailer.com

Don’t be a copywronger!

Every business owner needs to market their products and services, but not every business owner can be an award-winning writer. However, when writing content for marketing emails, you’ll be pleased to hear you don’t have to be a master copywriter. To write engaging emails you simply need a decent copy strategy.

Here some fast and effective copywriting tips to ensure your emails are not only reaching the right person, but also encouraging them to read through and convert:

Know your audience

It’s simply not possible to write content that engages your audience if you don’t know who they are. It’s crucial to gain a good understanding of your audience before you begin writing. Your content also relates to your services and product; key terms and company information need to be word-perfect, and, if images are important to express your brand and what you do, they should be included in the email.

Compelling email copy is always targeted to the right readers and in the right format, but one email doesn’t provide the perfect fit for everyone. The key is to use software that allows you to create a targeted email written exclusively for that recipient, a feature that dotmailer’s Liquid Script provides.

Structure is key

Effective email copy isn’t just about the words you choose; it also has to do with how your writing is structured. If you are trying to write email copy that converts, you won’t get the result you want if you write a big block of text that is difficult or cumbersome to read.

The key is to keep sentences and paragraphs short and sweet. Break things up. Use subheadings and bullet points to organize the information you want to convey. This will  invite the eye to scan the content and pay attention to the parts that seem relevant to the reader.

It’s all about the reader

When writing marketing emails, make the content personal. Address the recipient by name,and use “you” instead of “we.” You do not want the message to come across as merely information about your business; it needs to be focused on your audience and what you can do for them.

Promote action

You aren’t just undertaking email copywriting to pass the time. You want the reader to do something specific and it helps to tell them, explicitly, what that is. This goes back to clarity. The best way to promote taking action is to use actionable words, such as “sign up” or “buy.” Another way to get readers to take action is to create a sense of urgency, perhaps by informing them that there is a limited time to take advantage of an offer you’ve communicated.

Benefits, benefits, benefits

People do not want to know all the product details; they want to know what the product can do for them. They don’t care if it’s blue, spherical, or can stand up to a sledgehammer. They want to know how it will impact their life and make things easier for them. Your email marketing copywriting should make this clear.

When writing effective marketing emails, you don’t have to be a master copywriter—you just need to know how to avoid being a copy wronger. Follow these tips and you are well on your way to writing engaging email content that converts.

Take a look at our best practice cheatsheet, Don’t be a copywronger!, for examples from industry leaders whose copy is paving the way.

Reblogged 2 years ago from blog.dotmailer.com

How do you deal with local SEO KPIs that don’t pass the smell test?

We all know that data can sometimes be unreliable, but columnist Andrew Shotland makes the case for why we shouldn’t just rely on free Google tools for data collection and analysis.

The post How do you deal with local SEO KPIs that don’t pass the smell test? appeared first on Search Engine…

Please visit Search Engine Land for the full article.

Reblogged 2 years ago from feeds.searchengineland.com

Don’t turn your back on back to school

Courtesy of: The Shelf

 

Want to learn more about creating the perfect omnichannel retail experience? Get a free copy of our recent whitepaper.
Reblogged 2 years ago from blog.dotmailer.com