54. Mothercare uses styled alt text and background colors for
most of the effect, but also uses mosaic color blocking to
recreate the stroller image.
55.
56. 41% of consumers buy more
from retailers who send
personalized emails based
on past buying behaviors.
Return Path
57. 85% of consumers know that
websites track their online
behavior, but understand that
tracking enables companies
to present offers and content
that match their interests.
103. When you start to farm and not
HUNT for new customers.
You’ll harvest them for life.
104. Your marketing should be
tailored first and foremost to your
current customers and
employees.
105.
106.
107.
108.
109.
110.
111.
112.
113.
114.
115.
116. • 29 years old
• Married
• Mother of a five-year-old daughter and a
two-year-old son
• Elementary School Teacher
• Long-time catalog customer and Facebook Fan but not a
current subscriber
• Has a monthly 'neighborhood knitting night' which is really just
a reason for Stacie and the rest of the ladies to drink wine and
catch-up while their spouses watch the kids
Consumer Journey
Meet Stacie
117. When the shipment arrives
she notices that the
packing materials contain a
post card publicizing a
sweepstakes
She types in the URL for
the landing page and is
redirected to the contest’s
SocialPages on Facebook
Stacie bought the heart
cookie cutter set because
she is making cookies for
her class at school
Enter our
sweepstakes!
cookstore.com/enter
Web purchase
118. Social Capture
Stacie enters the contest and
selects the option to opt-in to
promotional messages from the
retailer so that she can be the first
to find out about similar offers
Email Address:
stacie@portland.net
Thanks for
entering!
Tell us more!
119. Web Customization
Since Stacie entered a contest
relating to a cookbook, we
drop her into the Cookbook
section of Cook’s Tool area of
the site
Cookbooks
Stacie uses guided selling
tools to look for other related
cookbooks
Find a Cookbook
1. What kind of food do you
want to make?
She browses items,
even adding a cookbook to her
cart
Add to cart
Fresh + Fast
Cooking
But decides not to purchase
Find a Cookbook
2. How experienced
are you with cooking?
Find a Cookbook
3. How much are you
wanting to spend?
120. Email Recommendations
Triggered email sends a
remarketing message for the
cookbook based on Stacie’s
web behaviors
Remember this book?
Promo Code
Fresh + Fast
Cooking
Stacie reads the email at workbut accidentally deletes it
121. Social Interaction
Stacie Smith @StacieSmith
@CookStore I accidentally deleted my coupon. Can you help?
CookStore @CookStore
@StacieSmith Sorry to hear that Stacie, we have resent the email
to you. Let us know if there is anything else we can do for you.
122. In-Store Purchase
Stacie stops by the mall and
buys the recommended cookbook
with her promo code.
She requests an eReceipt
The eReceipt contains a
bounce back offer with
upsell opportunities
eReceipt
$20.71
Fresh + Fast
Cooking
Thanks for your purchase!
Have you seen these?
123. Email Personalization
7 days after her cookbook
purchase,
Stacie receives an automated
rating/review email
She is also invited to
join the cookbook club
Review your
purchase
Fresh + Fast
Cooking
Triggered Send
+7 days
Join our
Cookbook
Club!
Triggered Send
+14 days
She joins and adds her
mobile number to her profile
so she can
receive mobile alerts about
local cookbook club events
Stacie Smith’s Profile
124. scrapbooking
Mobile Promotion
Based on her
preferences
Stacie can receive an
SMS alert about an
upcoming local event
Or receive an email
about an upcoming
event
Cookbook Club
Newsletter
February
baking
music
reading
Cookbook
Club Event
at NW23 &
Flanders
this Friday.
bit.ly/a3m4
Before I start … Each year ExactTarget publishes new editions of our Subscribers, Fans and Followers research series. The most recent edition, our 21st, 2013 Global Stats Executive Summary, where we share stats on email, mobile, social and the web from our 7 offices around the globe.You can visit exacttarget.com/SFF to download it or any of the other additions that you see here.
Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
Email has survived more “guru”-predicted, near-death experiences than any other medium. The lesson, “_____ Is Dead” proclamations are foolish in a world fragmented by channels and devices. There’s more than enough room for everyone. This should calm some content marketing nerves who woke up to “Blogging Is Dead” headlines earlier this year. But it should also serve as a cautionary tale about beating a dead subject line. “_____ Is Dead” headlines are clearly provocative, linkbait. However, if you ride such waves too late or with a faulty premise, you run the risk of sending “rolling eye content” and losing your credibility. Don’t sacrifice accuracy for provocation.
“Businesses need to be able to truly serve the individual.” Well said. Traditionally, marketer have targeted groups of customers; a select audience.Marketers are now shifting their focus to targeting individuals; the individuals that exist within a select audience.
Responsive design has moved from a nice to have to a must have. The increased, everyday importance and use of mobile in our lives requires us to design to meet customer expectations.And their number one expectation is that there be no pinching required to read what we are trying to sell them or tell them. Any effort needed to pinch-in or zoom-out is not worth the value they may find in your hard to read email … another lost subscriber, another lost opportunity.
Lowe’s email is very tablet-friendly. Even their navigation bar is touch-friendly. They limit their product grid to two columns wide, use large text and big buttons. They also use plenty of white space to boost contrast and make the text easier to read.They also use plenty of white space to boost contrast and make the text easier to read.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
The email clients that block images by default have been struck through, but it’s changing all the time.
The email clients that block images by default have been struck through, but it’s changing all the time.
image server failed so no images were displayed.
This 2011 B&H email uses great defensive design techniques like HTML text and alt text,…
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.
OK, last but not least: dataLet’s go back to what I said at the start of this chat: marketers used to target a select audience; now they need to shift their focus to target individuals within a select audience. Relevance is everything.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
image server failed so no images were displayed.
“Businesses need to be able to truly serve the individual.” Well said. Traditionally, marketer have targeted groups of customers; a select audience.Marketers are now shifting their focus to targeting individuals; the individuals that exist within a select audience.