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7 Ideas for Better Ecommerce Marketing Emails

7 Ideas for Better Ecommerce Marketing Emails | IMC & Consumer engagement | Scoop.it

Email marketing is an excellent way to engage customers and increase both site traffic and sales. Not all email messages, however, are equally effective.

In 2012, 44 percent of promotional email recipients made at least one purchase based entirely on receiving an email marketing message from a merchant, according to Convince & Convert, a social media and content marketing firm.

While there are many things that ecommerce merchants might do to improve their email marketing’s effectiveness, here are seven ideas to consider.


Via Kamal Bennani
Danielle Mcnae's insight:

This article is somewhat similar to my previous scoop as it views the importance of targeting consumers correctly in direct marketing. This time it looks at email marketing, and how to make it more visually appealing and influential for the consumer. Looking back to 2012 the article states that 44% of promotional emails resulted in one purchase; this shows that the messages being sent did not translate any influential knowledge to the consumer. 

 

The article addresses multiple points which will help company’s see success in their direct marketing (company to consumer emails). 

 

The first step is to have a singular focus in mind when sending out the emails; consumers don’t want to be bombed with multiple messages in emails. It can become overwhelming.

Secondly it looks at having segmented consumers, not all consumers have the same needs and want therefore they need altered messages for the different consumer. 

Lastly another point which i found would have great importance and would make a significant change would be to highlight the title of the message with a significant message, and use visual aids and graphics to help consumers decipher the message of the email. 

 

As a consumer I myself just send most direct emails to my trash, however if it is a brand I like and trust I will read the message if the subject line looks interesting. This is something important for brands to take on board as it can help them reel in more consumers, and influence them via email to make purchases. 

 

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Farah Ahmad's comment, September 26, 2013 7:38 PM
I think it's important for emails to look appealing to the consumer, and like you said have an interesting subject title. This is important to IMC as their emails should also be integrated in terms of what their brand is trying to sell as well as fit in with their brand image.
Will Costello's comment, September 26, 2013 10:13 PM
Emails are an important element with B2C marketing and interaction. Like you said it is important to make sure the consumer isn't bombed with spam like emails that might potentially have a negative effect on their relationship with your brand. Helping the consumer really engage with the marketing and feel some form of gain is the real key. I really like the ideas presented in this article, especially when it comes to not overdo-ing graphics and images, and how they touched on making the emails mobile friendly to help stay in touch with todays society.
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Rescooped by Danielle Mcnae from Social Media, SEO, Mobile, Digital Marketing
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7 Ideas for Better Ecommerce Marketing Emails

7 Ideas for Better Ecommerce Marketing Emails | IMC & Consumer engagement | Scoop.it

Email marketing is an excellent way to engage customers and increase both site traffic and sales. Not all email messages, however, are equally effective.

In 2012, 44 percent of promotional email recipients made at least one purchase based entirely on receiving an email marketing message from a merchant, according to Convince & Convert, a social media and content marketing firm.

While there are many things that ecommerce merchants might do to improve their email marketing’s effectiveness, here are seven ideas to consider.


Via Kamal Bennani
Danielle Mcnae's insight:

This article is somewhat similar to my previous scoop as it views the importance of targeting consumers correctly in direct marketing. This time it looks at email marketing, and how to make it more visually appealing and influential for the consumer. Looking back to 2012 the article states that 44% of promotional emails resulted in one purchase; this shows that the messages being sent did not translate any influential knowledge to the consumer. 

 

The article addresses multiple points which will help company’s see success in their direct marketing (company to consumer emails). 

 

The first step is to have a singular focus in mind when sending out the emails; consumers don’t want to be bombed with multiple messages in emails. It can become overwhelming.

Secondly it looks at having segmented consumers, not all consumers have the same needs and want therefore they need altered messages for the different consumer. 

Lastly another point which i found would have great importance and would make a significant change would be to highlight the title of the message with a significant message, and use visual aids and graphics to help consumers decipher the message of the email. 

 

As a consumer I myself just send most direct emails to my trash, however if it is a brand I like and trust I will read the message if the subject line looks interesting. This is something important for brands to take on board as it can help them reel in more consumers, and influence them via email to make purchases. 

 

more...
Farah Ahmad's comment, September 26, 2013 7:38 PM
I think it's important for emails to look appealing to the consumer, and like you said have an interesting subject title. This is important to IMC as their emails should also be integrated in terms of what their brand is trying to sell as well as fit in with their brand image.
Will Costello's comment, September 26, 2013 10:13 PM
Emails are an important element with B2C marketing and interaction. Like you said it is important to make sure the consumer isn't bombed with spam like emails that might potentially have a negative effect on their relationship with your brand. Helping the consumer really engage with the marketing and feel some form of gain is the real key. I really like the ideas presented in this article, especially when it comes to not overdo-ing graphics and images, and how they touched on making the emails mobile friendly to help stay in touch with todays society.
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Under the Influence: Consumer Trust In Advertising

Under the Influence: Consumer Trust In Advertising | IMC & Consumer engagement | Scoop.it

Via Don Dea
Danielle Mcnae's insight:

This article is extremely important in regards to IMC, as it shows that consumers are engaged and trust advertisements more than ever. The neilson report shows that most main forms of advertising such as word of mouth, consumer consented emails, television, movies, magazines, and radio have all increased trust with consumers. This is huge for companies trying to send out their messages to consumers as it means that consumers are more likely to pay attention and act on the advertising material and lastly are more easily influenced. The higher the trust a brand has with their consumers, they are likely to be in the market for longer and more likely to have higher profitability. 

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Rebecca Taylor's comment, September 26, 2013 6:27 PM
This is really important and very relevant right now because newspapers in particular are seen as trustworthy and that is why they continue to grow in numbers. This is a really strong selling for them aswell because yes the internet numbers are strong but they are not a trusted source.
Farah Ahmad's comment, September 26, 2013 7:35 PM
I agree with Rebecca's comment, the credibility of sources is becoming increasingly important for consumers. The internet will always be less reliable than other sources such as magazines and newspapers.
Samantha Emeline Rupa's curator insight, November 14, 2013 3:46 PM

increasing trust in online advertising + is trust in ads on TV, radio and movie screens

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The Role of Direct Mail in the Modern Marketing Mix

The Role of Direct Mail in the Modern Marketing Mix | IMC & Consumer engagement | Scoop.it
Danielle Mcnae's insight:

This article provides a fresh view as to how direct mail marketing can be kept alive in the modern marketing mix of social and digital media. direct mail has somewhat taken a back seat in the marketing mix in recent years however if it is executed correctly it can still target consumers and be an influential marketing tool. By bombing consumers with hundreds of flyers and letters the effectiveness of the strategy is lost, marketers need to re coop their ideas and think strategically. By targeting consumers by interests, demographics and geographic and sending the message in a different quirky way is more likely to receive the attention that you wish to receive. As a consumer the only direct mail I receive now is from relators, and i am in no position to buy a house yet so their mail has no influence on me whatsoever, and is simply thrown out straight away. However if I were to receive direct mail that was of my interest I would most likely use the information, and pay attention to the firms marketing efforts. Lastly due to the fact that direct mail marking has taken a back seat in recent years, it gives an opening for a firm to come out and do something new and exciting whilst there are not many other firms doing so currently. 

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Emily Gavigan's comment, September 26, 2013 11:09 PM
Great article Danielle, like you say bombarding people with flyers in their letter boxes won't create a response from consumers but setting in place a strategic marketing strategy to work out how they can effectively target their customers, will have much more of a positive response. A marketing strategy is essential in using direct marketing as a communication tool because without it the effectiveness of the campaign is lost.
Maggie Zhang's curator insight, September 27, 2013 12:08 AM

As today, more and more companies start to realize the importance of the direct marketing. Direct mail, as one of the most important tools for direct marketing, still plays a big role communicating with the customers. The research showed that 83 percent of direct mail is opened in comparison to average email open rates of 11 percent in UK and 44 percent of consumers have visited store, purchased or enquired the product after received the direct mails from the company. The research tells us even nowadays more and more companies chose using direct email instead of direct mail, sending mail is still an important tool to reach certain consumers. 

Rachel Chen's curator insight, October 3, 2014 12:00 AM

Direct mail marketing is seen as a dieing source. Within todays modern technological society, social media, email, internet etc. is seen to be such a better and more advance way to market a company or product that it has left many wondering if there is a future for mail marketing. Response is carefully measured in an attempt to take the waste out of marketing and should be part of your long-term strategy. Activity through virtually any media can be classed as direct marketing.

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B2B Marketers Need To Get Real About Social Media and Customer Engagement - Forbes

B2B Marketers Need To Get Real About Social Media and Customer Engagement - Forbes | IMC & Consumer engagement | Scoop.it

"Customers are changing faster than many B2B marketers give them credit for.  Look at social media as an opportunity to continually earn customers’ trust by delivering useful, high valuable content continually and creating a solid platform of communication."


Via Keane Orchard
Danielle Mcnae's insight:

This article gives an insight into how B2B companies can use social media as a communication platform and engage their consumers. From a shift in traditional marketing in B2B (interactive marketing) this article looks at how digital media such as social media sites (Facebook, Linkedin, YouTube..)  can connect customers and companies more effectively. 

 

"It is incredibly short-sighted of any CMO, whether in B2B or business-to-consumer (B2C) to discount its value and say it is irrelevant to their marketing efforts" - Louis Columbus 

 

This form of marketing is forever seen in B2C markets however social media is becoming the new norm for engaging consumers despite what market they are in. B2B companies needs to consider this shift and the value it can bring to their companies. The current and new generation of B2B marketers heavily relies on social media for knowledge and information on brands. Furthermore by marketing via social media they will be able to communicate to new customers that they haven’t been able to engage with in the past. 

 

I believe the welcoming of social media in B2B markets should not be viewed as an end of an era of traditional marketing, but as a new form of communication to new customers. In an ever-changing business environment it is crucial to always be adapting to keep up with the ever-changing consumer. 

more...
Taryn Patrix's comment, April 8, 2013 5:56 PM
social media can make or break a brand especially one that is just starting up. If there is a bad review on a product or service being offered most people tend to look away from it. Thus it is crucial to sustain a great social media re-pour.
Farah Ahmad's comment, August 20, 2013 6:04 PM
I think the introduction of social media in B2B marketing is a great opportunity for the market. The risk would be negative feedback and a bad reputation spreading faster which could be damaging for new companies. I agree with your insight Danielle. It's important for companies to be able to adapt and change to fit in and keep up with the environment and satisfaction of its consumers.
Rebecca Taylor's comment, August 22, 2013 9:12 PM
I agree with you Danielle and find your insight very interesting. This is an exciting time for marketing and advertising and this new technology is opening so many doors and creating new opportunities. I also think the main benefit for the consumer is that they are receiving relevant advertising that is aimed directly at them, as opposed to vague, unrelated adverts.