Tight on time this week?
Here’s your weekly shot of Growth Hacking, Content Marketing & Startup ! (albeit with tons of stuff on Email Marketing this week..)
Have interesting content to share? Find me on Twitter at @PatriceTruong !
As more and more software passes the Turing test — ensuring indistinguishability from humans versus robots — artificial intelligence (AI) will become more and more integrated into our lives (and our email).
Though still in the early stages of growth, the amount of AI that will be woven into marketing campaigns in the years to come will be truly astonishing.
We all remember what happened when Apple CEO Steve Jobs passed away, hundreds of thousands of people voluntarily lined up outside of Apple stores, flowers in hand. They were mourning the loss of a great tech visionary but also paying tribute to the creator of a brand that they felt a deep emotional connection to.
Apple doesn’t just have a bigger market share than Microsoft (at least, with smartphones), it pulls at the heartstrings of millions of consumers. It is true that supplying helpful information to customers will reduce buying risks and add practical value, but what’s more powerful is your brand’s ability provoke emotions in people, as Apple successfully does.
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At this point, many marketing organizations have adopted a digital marketing platform. We nurture our prospects and customers with the goal of increasing conversions and generating revenue, yet many of us are struggling to engage enough of our audience via email.
Recent research found that the average office worker receives 121 emails every day. Your prospects are bombarded with pitches from different vendors. However, the top reason why U.S. internet users unsubscribe from emails isn’t because they don’t like the content of those emails; it’s because they receive too many emails in general.
Here at Socedo, getting our leads to engage with our emails is an ongoing challenge. Since we adopted Marketo in 2015, we’ve been nurturing our leads with weekly emails that provide educational content. We created separate nurtures tracks based on industry and buyer personas, and we have learned a lot of lessons along the way.
This is a personal question, so forgive me for being forward, but it’s important to ask before we begin.
Have you ever ignored facts because it posed a threat to your beliefs?
It’s okay if you answered yes. I mean, I’m guilty of being in the same boat too.
But being biased to your email marketing metrics can be detrimental to your entire campaign.
Your metrics provide valuable insight into how well your marketing efforts are going.
Understanding which metrics matter and what they can tell you allows you to come up with an effective marketing strategy for your business.
The sheer number of available metrics can be overwhelming and may cause you to forgo examining them all together.
Skipping your metrics is a mistake, though, because the insight they can provide can help you focus your effort and save time and money as you grow your business.
Why do metrics matter so much, and how can you squeeze the most information from them?
Before we can fully understand how to optimize our email marketing campaigns on the metrics we collect, we need to take a step back…
Online search has changed everything.
Years ago, acquiring a customer online was easy: reassure the potential buyer your product is the best on the market and push for the sale.
Today, consumers can research a product online, compare brands on cost, reputation and more, and decide which provider is best for their needs.
This progression—from becoming problem-aware to making a purchasing decision—is called the buyer’s journey…
…and it’s one of the most important marketing concepts you need to be familiar with.
With 67% of the buyer’s journey now completed digitally, it’s become more important than ever to mail campaigns that educate, inform and most importantly, nudge your prospects into taking action (read: purchasing your products).
Identifying the buyer’s journey is a real challenge for most marketers.
You can’t ignore the parallels between our reality and the realities of so many novels that were written decades ago. If you haven’t thought it, you’ve likely seen it: 1984 is flying off the shelves. Stories about how Infinite Jest predicted the smartphone, Netflix, our current president (and more!) abound.
So, as I sit here at my desk, delving into research, getting up to speed on SEO marketing tactics, and reading story after story about chatbots, machine learning, artificial intelligence (AI), social media tools, and automation, I really can’t help but daydream—albeit fitfully—about the future.
Retailers have invested in smart dressing rooms and mobile checkout. They have experimented with heat mapping in stores, as well as augmented reality. They continue to push their stores to the peak of innovation, looking to create an experience that builds customer loyalty, advocacy, and enthusiasm.
Yet one of the most consistent sources of high ROI continues to be email marketing. A tactic that’s almost as old as the internet itself, email remains highly influential on shoppers and is a must-use channel for any retail brand.
That’s it for this week… Happy reading !
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