Thursday, March 31, 2016

Try These Tactics to Cut E-mail Unsubscribe Rate

Reducing the unsubscribe rate is key to a growing, high-ROI e-mail marketing database, so digital marketers will want to check their strategies against a recent Econsultancy.com post listing 10 ways to cut costly e-mail drop-outs. Here's a quick overview of some of the suggestions: The process of avoiding e-mail defection begins at sign-up, as the post points out. Without creating barriers to easy sign-up, such as a multitude of tick boxes, make it clear to potential subscribers what they are opting to receive in terms of content and frequency. Especially avoid a confusing mix of opt-in and opt-out, advises Econsultancy. Test e-mail frequency, a major factor in unsubscribe rates. The optimum strategy may surprise; Econsultancy notes how one e-mailer found that re-sending the same content to non-openers was more effective than reactivation, for example. Automate to craft content and timing for relevancy and engagement when it comes to communications such as welcome e-mails, inventory updates, incentivized reviews, cart abandonment, loyalty rewards, etc. Automation doesn't strengthen customer engagement at all points, however; also segment the database to match promotions to demographics and customer interest. Don't assume you know what is behind e-mail attrition; get feedback from unsubscribes to diagnose--for example, with a list of opt-out reasons before or after the unsubscribe option. Another tactic to combat e-mail loss is to allow for a change of heart by e-mail defectors with an unsubscribe retraction pop-up. Marketers have also had luck retaining e-mail addresses by offering alternatives to unsubscribing, such as a temporary break or frequency change. For details on all 10 tactics, with examples, go to https://econsultancy.com/blog/67644-10-ways-to-reduce-email-unsubscribes/

Tuesday, March 29, 2016

Tailoring Direct Mail to Millennial Tastes

Research shows that millennials respond well to direct mail--but not necessarily to their father's style of direct mail. Summer Gould of Target Marketing magazine recently listed five traits to incorporate in direct mail creative to enhance its appeal to the millennial mindset. Authentic: The first rule is to strive for authenticity in messaging and imagery, keeping it in sync with the brand with a stress on consistency and transparency. Accessible: Make sure your company is accessible by providing multiple ways to respond, especially digitally and via mobile. Human: Keep it human and seek connection with personalized, emotional messaging. Also humanize the brand by highlighting real employees and user-generated content. Socially Aware: Showcase your company as socially aware, linking with charities and causes relevant to the brand. Tech Savvy: Make sure you include digital and mobile technology in printed pieces, going beyond QR codes to the more powerful Near Field Communication (NFC), Augmented Reality (AR), video and more. For the full article, read http://www.targetmarketingmag.com/post/direct-mail-marketing-millennials-5-tips/