The Beauty industry has a long history of resilience and providing comfort in difficult times. As far back as the Great Depression, people who couldn’t afford expensive treatments could still often pop for Tangee or Max Factor lipsticks for a little help feeling special.
This “lipstick effect” holds true in 2020 as the $75 billion U.S. beauty industry scrambles to make up losses during the coronavirus pandemic. DIY and self-care purchases have helped push online beauty sales up 20% to 30% over 2019, according to McKinsey, after most retail outlets closed.
The digital surge alone won’t be enough to make up the losses from store shutdowns and lower traffic to essential businesses, McKinsey projects. However, the move to digital could signal a long-lasting change for the beauty industry, where up to 85% of beauty sales happened in stores previously.
That’s why marketers must be ready to use all the digital channels at their disposal to stay connected with customers, today and in the future when retail operations begin to ramp up again. In particular, email’s cost-effectiveness and flexibility makes it a prime medium to serve as the foundation for digital relationship building.
Beauty marketers looking for advice can turn to a new Liveclicker guide, Preparing for the New Normal in Beauty: Preparing and Scaling Digital Customer Communications, for quarter-by-quarter strategies, campaign guidance and a new set of best practices that will help them respond effectively when customers are ready to return.
Unlike the Depression or the 2008 recession, today’s “Great Cessation” is a double whammy: an economic crisis driven by a health crisis. “Business as usual” is a long way off, and we might not fully return to pre-pandemic conditions for some time, if ever.
“Be prepared to adapt your hard-earned brand voice. Beauty products have long enjoyed a status as a fun, accessible indulgence, but even as commerce picks up, customers will be watching their money much more closely,” the guide advises.
As a beauty marketer, you must be prepared to switch up messages as conditions warrant – especially in an environment that changes so fast. Email is ideal for this because you can get your messages in front of your customers quickly and tailor them by regions where conditions might vary.
Near-term: Use email to keep customers in the loop about store policies on safety, managing returns, gift cards or loyalty points that expired while stores were closed, delivery or supply disruptions (see the example below), options for low- or no-contact deliveries and payment and other key issues. Look for ways to build trust with new customers and maintain it with long-time and loyal buyers.
Longer term: The months leading up to the holiday shopping can be a time to clear out inventory that built up in slower months. Acknowledge that many customers still face economic hardship. Explain how customers can shop in-store, online, in an app or by phone.
This Tarte email promotes the payment plan AfterPay with the subject line: “for when you’re on a budget💸💸💸.”
Download your copy of Preparing for the New Normal in Beauty: Preparing and Scaling Digital Customer Communications for more strategies like these, along with detailed holiday season guidance.
The changes we’ve gone through since March mean your traditional marketing playbook now needs a total makeover. The best advice? “Assume nothing.”
The “new normal” of the moment has generated several new best practices, like these:
Although no one’s certain yet what life will be like in the next year or so, the best advice is to remain flexible. Advanced personalization and real-time content combined with email allow you to pivot your messages swiftly, using customer data and moment of open technology.
One example: notifying local customers about a store opening. Many retailers will roll out store openings gradually based on local conditions. Create emails that adapt to location data to let customers in a specific store’s market area know the store is open and what to expect when they get there.
Nobody says navigating these next month will be easy as we watch how the pandemic moves and where economic recovery is advancing or lagging. McKinsey even suggests we might not begin to see a recovery until early 2022.
In this environment, tools that allow your email strategies to turn on a dime if conditions change suddenly and scale up personalization to keep communications meaningful and relevant are no longer “nice to have.” They’re an essential part of a modern email program that puts customers first – something that is more important than ever today and on into the future.
Use these tips to keep revenue flowing when your venues are closed.
Many entertainment centers have gone dark for now, with many venues canceling everything from individual performance to entire seasons, thanks in large part due to uncertainty about reopening dates.
But even as buildings stay shuttered, enterprising venues can stay connected with fans through regular emails that keep fans in the know about canceled or rescheduled events.
In fact, attendees are looking to email more than ever these days to stay informed, according to a new poll from Twilio. It found 67% of consumers favor email to learn about changes and updates from the brands they value the most, and 52.9% want to get critical updates about closings and how to stay engaged during shutdowns.
For entertainment venues and other companies invested in live entertainment, the challenge is keeping ticket-holders and event attendees virtually close even if they can’t be there physically. It’s important to acknowledge the disappointment of ticket-holders and to keep them informed about reschedulings, refunds and other important issues.
A venue that’s lucky enough to be able to remain open still has work to do, especially in showing attendees how it’s keeping them safe. Here’s how email can help:
1. Going digital. Highlight events that are being livestreamed, like concerts or stage performances. Embed video in your emails to promote the streams or upcoming performances, and add a countdown timer to build anticipation.
2. Look back and ahead. Use loyalty members’ past purchase or attendance history to populate email content. Add video of performances (if contracts permit) or recap the shows they attended. Then, create offers to bring them back when you reopen, such as first crack at premium tickets, advancement to a higher loyalty tier or discounts on season passes.
3. Keep emails updated, even after you send. Things can change quickly when your venue runs on live events. The pressure to keep information current is higher than ever. But you’ll gain the gift of the “takeback” when you use dynamic email content capable of being edited even after you hit “send.” As soon as you learn a concert is canceled or rescheduled, or a venue closes or reopens, you can change out the editable content with your new message, which will refresh as soon as your recipients will see as soon as they open your email.
4. Use live polls to keep the audience engaged: Ask your audience a poll question in each email. What was their favorite concert? Which performer would they want to see next, what other kinds of live events would they want to see? Or find out what they’re doing while your venue is closed or how they’re getting by.
When you use a live poll, voters can see how they compare with everyone else. Bonus: Their answers can also give you great fodder for future events or ways to improve the experience.
5. Add a playlist. The action might have moved off the stage or the arena floor, but you can help recreate the experience with a Spotify playlist that you embed in the email so your subscribers can play it without leaving your message or having to open an app. Pull music, theme songs or podcasts that feature past events or represent events that you had to postpone or cancel.
Nothing can ever replace the magic and intensity of a live performance, in-person event or game, but email messaging that uses advanced personalization and real-time content can keep attendees warmed up and ready to return as soon as your doors are open.
While many consumer sectors have been able to keep some of their business going through ecommerce and delivery services, theme parks and other entertainment venues have to search for other ways to stay top of mind with their customers.
It’s tempting to cut off email communications until you have an opening date to announce, as a number of parks and destinations have done. But, now is a critical time to keep communication flowing! Clever and innovative uses of content that engage and entertain your visitors (many of whom might welcome a distraction right now) helps you build up anticipation for the moment you can reveal your opening day.
The best part of this plan is that you probably have much of the content you already need. You just need to present it again in unexpected and intriguing ways—and preferably in a manner that saves you time and effort. Try these theme park marketing tips for your email campaign:
1. Hit pause briefly to retool. Use the time to think about what you want to say to your visitors, to gather material and think through your strategy for using email to keep connected. This will be helpful if your company needs to wait a bit to see how conditions develop.
2. Check up on your community. Use polls to find out how visitors are doing and encourage them to interact with your email. A couple of ideas: What are they doing now to stay entertained? What park features are they most excited about visiting when they can come back?
If you use a live poll, your email readers will get instant feedback and see how they compare with your other respondents. Plus, polls give you great data to use in creating an even better experience when the parks open again.
3. Build engagement with content. Your customers might not be in the frame of mind to respond to purchase-based offers right now. So, find content that helps to take them out of the present situation and reminds them of the good times they enjoyed or tells them interesting things about your locations:
Check out this simple but inspiring example from the Oregon Zoo. When their attendees aren’t able to visit the zoo grounds, they’re “bringing the zoo to you!” through the inbox.
4. Give your loyal members the VIP treatment with personalized content. Warm them up with individualized messages that use their membership or rewards data, such as recaps of their past visits. When appropriate, offer special perks, such as advance ticket purchases, discounted season passes, membership tier upgrade and other incentives that would get your best customers excited about coming back.
5. Focus on opening day. Once you know when you’ll be able to reopen, add a countdown timer to your emails and start adding photos, videos and copy that show how the park is being refreshed and readied for visitors. The countdown timer is a graphic element that refreshes every time your recipients open your emails. It adds an element of urgency and excitement and lets customers watch how time is ticking down until they can stream through the turnstiles again.
This is a tough time for theme parks and other in-person experience destinations, especially those that are open all year long. Even if you can’t sell tickets now, personalized and engaging content can give your visitors a little break from day-to-day stress and look forward to the day when your park teams can welcome them back.
With advanced personalization, marketers can offer customers support through difficult times and set themselves up for success as normalcy returns. Get a complete breakdown of messaging priorities and learn how to make advanced personalization accessible and easy in this ebook for theme park marketers! Click here to get it now.
Enterprise retailers with major investments in brick-and-mortar locations are on the front lines of change in today’s economy.
In a time of dramatic disruption, many are turning to their digital operations to help them keep revenue flowing and the light at the end of the tunnel as bright as possible. Locations that remain open have their own set of challenges: balancing store traffic with managing employee and customer health and safety, and dealing with supply-chain disruptions.
As a marketer, you’re probably fielding many questions about how to make your digital channels even more effective and working overtime trying to find ways to increase your company’s bottom line while maintaining an excellent customer experience with your brand.
One answer – maybe not surprisingly – is email. The reliable workhorse that consumers prefer over other digital channels for brand communications in good times is emerging as the go-to connector in turbulent times for shoppers whose favorite stores are closed for the duration.
Updated data from BounceX show email open and conversion rates soared by early April this year – open rates were up 25% and conversions topped 40%.
However, business-as-usual emails won’t help retailers make up the revenue gap or connect with unsettled or stressed customers.
Advanced personalization and real-time communications will help you solve problems now and set the stage for even better performance after the lights come on and doors open later, as you can see with these five email marketing tactics for retail stores:
1. Press “send” confidently even as conditions change. One of the biggest challenges retailers face in this uncertain economy is how quickly things change, whether it’s a product that suddenly goes out of stock, locations that open or close, or offers and messages that become outdated or inappropriate in a new context.
That means the email you send in the morning could well be out of date by the time your customer reads it even just a few hours later. It’s enough to make any email marketer anxious when it comes time to deploy their campaigns.
Gain the gift of the “take-back” with modules of editable email content you can change even after you send your campaign, using technology that lets you switch in up-to-date content based on when or where your recipient opens your email. You’ll send with confidence, knowing your audience is getting the right information whenever they open.
2. Offer real-time product recommendations: Products can fly off the shelves fast in turbulent times, and supply-chain uncertainty means shipments might not come in as regularly as before. This creates a bad customer experience even in good times. In bad times, it can quickly turn customers against your brand and even drive them to your competition.
Using real-time recommendations based on inventory levels will help you avoid promoting unavailable products online or in-store. Your messages can use adaptive product recommendations that change based on real-time inventory data.
3. Engage your loyalty-program members. Keep your VIPs and other high-value customers warmed up and ready to convert with personalized messages that build on their purchase or membership history or reveal their tier status and the benefits they’ll get when they move to a higher level. Give them advance notice of store specials or changes in hours or locations, and let them be the first to know when your doors will be open again.
4. Update triggered and transactional emails. Add value for the customers who do buy from you by including personalized recommendations, product advice or coupons based on browse or purchase history, predictive or “next logical product” models. If they’ve made an order online, include a real-time shipping tracker so they can keep an eye on their package as it’s being prepared and sent (bonus points: this can also relieve stress on your customer service center from customers calling in to ask where their order is!).
You might do this already for order-confirmation or cart abandonment emails, but look at the possibilities for including personalized or “moment of open” content in welcome emails or account-registration emails to accommodate any influx of new customers finding you online when they can’t access their preferred brands.
5. Add “tap to text” to expand email reach. Although homebound workers and students on desktops are driving up email open, click and conversion rates, their phones keep them connected to family and friends. “Tap to text” lets you reach these customers quickly with late-breaking news, updates and offers. An in-email call to action automatically populates a text when viewed on mobile or provides easy instructions to customers checking their email on desktops or other devices.
Advanced personalization and real-time messaging will help you stay connected with your customers now as we all weather the storm together. But once the world begins to recover, your email program will emerge even stronger, positioned to respond to and even anticipate your customers’ needs and wants and making your messages even more valuable to your customers.
Get even more actionable advice and tips for accelerating your retail recovery in this ebook made just for retail marketers helping their brands recover from the global crisis. Download Personalizing Your Customer Journey As Retail Returns today!
One of the most amazing pivots we’ve seen in recent weeks has been the lightning-speed turnaround in how people approach getting their food. Whether it’s from a box of groceries on the front porch or a bag from a local restaurant’s pick-up window, behavior is shifting quickly – and marketers need to adapt to keep up.
This rapid change means companies – especially those doing the crucial work of providing groceries – must scale up their customer communications at the same warp speed to keep their audience informed and supported.
Online grocery services have experienced rapid growth recently. Internet Retailer’s RetailX consumer confidence index found on March 11 that 14.2% of UK shoppers were buying more groceries online.
By March 25, that percentage had jumped to 25.8%, and shoppers using services like Waitrose and Ocado found themselves in virtual queues behind thousands of other shoppers as delivery times filled up.
Similar problems have cropped up in the United States for online grocers and delivery services facing surges in demand. An Axios survey found 41% of consumers report shopping more for groceries online. Brands find themselves balancing the difficult pressures of providing essential services while scaling up capacity in a manner that keeps their customers and employees safe.
This scramble to reinvent logistics services in order to keep customers stocked with their essentials doesn’t stop at the warehouse door. More than ever, companies need to communicate effectively with their customers as demand spikes or conditions change daily or even hourly.
Successful brands use communications strategies and technologies that they can scale up quickly, using sophisticated tactics like:
Cut the workload, increase personalization (essential for location-heavy services like groceries and takeout) and build loyalty with these email marketing strategies for online grocery businesses that make it easier to put your customers’ needs and concerns first:
1. Real-time product recommendations: High-demand products can fly off shelves in minutes. Using live inventory data lets you swap an out-of-stock item with an in-stock replacement on the fly (who expected yeast to sell out?) even after you send your email.
Real-time inventory integration updates message content based on when your customers open your messages. So, your email stays as fresh as today’s baked bread and reduces frustration for online and in-store customers alike.
2. Live delivery tracking: Here’s another great way that email can reduce uncertainty. Just by looking at the real-time tracker in their email messages, your customers can tell when their orders are being prepared, in transit or delivered. This is a great way to reduce strain on your call center and support team from customers wondering where their orders are.
3. One template, many versions: A campaign that resonates in a big city on lockdown might not apply to a rural community where shoppers may have different circumstances.
Use adaptive images, localization data and dynamic content to create nearly endless versions of a single message template with minimal effort. Instead of creating dozens of messages, you just add modules that change according to your automation rules.
Because the content changes based on where customers open your messages, you don’t have to worry about targeting segments with the wrong content.
4. Embed a social feed: As fast and flexible as email is, sometimes it’s easier to get the word out on crucial updates and changes by posting on your social media. These days, many people turn to social channels first to engage with brands for updates and questions.
When you embed a live feed of your social channels in your emails, you’ll make sure your customers always see the latest info. A properly embedded feed refreshes the moment your customer opens the message. So, you’ll know your emails will always feature the most up-to-date information, even after you send them.
No one knows how long the current emergency will last or how we will recover. Focusing your email program now to put your customers and their concerns first, shows them you stand by your commitment to them and gives them even more reason to trust your brand and products when the storm has passed. Get more insights and inspiring examples in this ebook for grocery marketers: Digital In Fast Forward: Email Personalization Best Practices for Grocery Retailers.
Marketers can divide email metrics into two general categories:
1. Activity metrics: These measure subscriber activity on your emails, including number of emails delivered, opens, clicks to a landing page, unsubscribes, bounces and spam complaints.
2. Objective metrics: These measure whether your campaign achieved its goal: total number of conversions, total revenue, revenue per email, revenue per subscriber, average order value, number of leads converted to buyers, and many more.
You need both sets of metrics to measure your email program performance accurately, but some are more important than others. That’s what makes them key performance indicators, or KPIs.
Those KPIs are what you get judged and rewarded on, so you need to use everything in your toolbox to improve your numbers. Real-time personalization can help you make measurable progress, and not just because it has a big “Wow!” factor.
Real-time personalization is a tactic you can use strategically to drive business. It can take your customers over many of the hurdles between your email and “add to cart” on your landing page.
Below, we identified three essential KPIs for a successful retail email program and how real-time personalization can help you increase each metric.
This baseline activity metric shows what percentage of your subscribers clicked on a link in your email. It’s a standard engagement measure and one to track over time to watch for trends.
How to increase it: Add a real-time poll that asks customers to answer a question relating to your brand, products, their preferences or even some fun, offbeat current event, and then displays the results right away so they can see how they compare to other shoppers.
Why it works: Who can resist a fun poll question? It’s a low-commitment way to get a click without resorting to clickbait. Plus, the click can take customers to a landing page with product recommendations that match your customer’s interests.
Bonus: You can use your customers’ answers to guide future targeting or campaign planning. Win-win!
This metric gauges the amount of revenue earned per email delivered. You can use many means to increase RPE, such as persuading more prospects to start buying, nudging your occasional buyers to shop more often or induce your regular shoppers to spend more each time they buy.
How to increase it: Add dynamic product recommendations based on items that match customer preferences or previous purchases in current inventory and which refresh every time the subscriber opens the email.
Why it works: Selling more products at full price is one of the best ways to boost RPE. It’s also a huge challenge, given many consumers have become conditioned to think of email as the bargain-basement channel.
Suggesting available items (no sold-out disappoints to discourage a sale) that are closely personalized to customers’ preferences and behavior can help customers discover things they wouldn’t necessarily have found on the sale racks.
This objective metric measures the proportion of first-time purchasers. It’s usually reported as percentage of the total number of buyers in the campaign.
How to increase it: Embed a live video to your promotional email to provide information that can help move your browser closer to a purchase.
Why it works: People love video. Advances in technology and improved email client compatibility have made live video a more reliable email experience.
What about the open rate?
Many marketers will notice a conspicuous absence from this list of core KPIs. The open rate is most useful when you track it over time to see if it’s going up or down. As a barometer of subscriber engagement, the open rate is pretty good. As a core metric for campaign goals? Not so much, unless the sole objective for your campaign is to get an open.
Plus, the open rate metric doesn’t really tell you what you want to know. It’s not a reliable metric because image-blocking can undercount opens. Also, the open rate measures only email activity, not revenue-based campaign goals.
The beauty of email marketing is that you can measure just about anything and use what you learn to improve your email program. And, the beauty of real-time personalization is that it can improve almost every KPI you have.
What are your KPIs, and how could real-time personalization help you meet your goals in 2020?
“Workflow efficiency” is one of marketing’s hottest topics these days, as growing pressure mounts on the marketing department to deliver more results without a corresponding increase in resources. Email marketing is one of the ripest areas for process optimization, with ample opportunity to improve productivity and results without relying on new headcount or getting stuck at organizational bottlenecks.
A Litmus survey in 2019 produced some surprising statistics about the email marketing workflows that teams use to get email campaigns out the door:
With the right tools and strategy, email teams can drastically reduce the amount of time and effort needed to get their campaigns out the door.
That would be “Fear of the Send Button.” You know, that queasy feeling you get when you’re about to hit “Send” on a campaign—especially a complex one involving many interchangeable parts—and thinking about all the things that could go wrong.
Dynamic content, especially content that updates on its own automatically based on “moment of open,” allows you to send the most up-to-date and accurate emails.
Your customers are happier with relevant personalized emails, and your team spends less time getting campaigns out the door and more time on planning, analyzing and innovating.
Automated messaging can take some of the time and headaches out of campaign creation and deployment. But dynamic content helps close the loop to create an even better customer experience with email, as you can see below:
Sometimes days or even weeks pass before a subscriber will open your message. In the meantime; inventory can sell out, offers can expire, or other conditions might change.
You could send a follow-up email (that you have to create, code, test and get approved) with updated information.
Or, you can simply use a dynamic content element to swap in the updated message – even after it’s already been sent! That’s a huge reduction in time and resources needed to keep your customers up-to-date.
An event like a store opening or closing is most meaningful to the people who live in the store’s market area. So instead of creating a fresh message for every event, use a single message template and incorporate a real-time element like location.
The images below show how clothing retailer Torrid uses adaptive images to create excitement leading up to and on the day before a store opening. Check out the before and after below. Added bonuses: a live map, an add-to-calendar function that sends a personalized reminder and an invitation to RSVP on Facebook give customers more possibilities to participate.
Updating your message templates fresh takes time and energy. Maybe that’s why only 39% of marketers review their automated templates every few months instead of waiting a year or longer, according to Litmus. But templates age out quickly these days; it doesn’t take long to look or sound out-of-date.
Live content feeds can pull fresh content from your website, social media accounts and other content sources into designated modules in your message templates. You could adjust them to always show your current featured products, your brand’s latest Instagram posts, or the hottest trending articles on your site right now. That means you can spend less time going back and managing/updating your triggered campaigns and templates!
People who don’t open your email right away might be disappointed if they click to the website, only to find the item is sold out or the price changed.
Nobody can afford unhappy customers these days. So, use dynamic content linked to your inventory to replace the original message with a note about the current status and a replacement offer.
Hot Topic implemented this tactic in their email strategy and saw customer complaints drop virtually to zero. Learn more about how they did it here.
Loyalty programs are fertile ground for this. Your VIPs need to feel wanted and special. You can make that happen by showing members in each tier of your program where they’re at, what benefits they can claim now and what’s possible at higher levels.
You can guess where we’re going with this. You could create multiple versions of a loyalty email, or you could use a single template that automatically inserts the appropriate content to subscribers according to their tier levels.
That’s what Torrid did when it was updating its popular Torrid Rewards program.
Using multiple automatically personalized elements on like dynamic images and adaptive individualization based on account status, Torrid sends each VIP member a monthly statement summarizing their activity, reminding them to spend their Rewards cash and letting them know when their tier credits expire. Urgency + transparency = winners all around.
Dynamic messaging based on real-time content gives your subscribers the relevant personalized messaging that drives action while helping you redefine and streamline your messaging workflow.
You can produce more beautiful, more relevant content in less time and with less reliance on IT and developer resources. If you’re looking for a real win-win, check out our RealTime Personalization solution!
Our recent search for the latest in email marketing led us to Jessica Mirabelli, Digital Messaging Specialist at Bond Brand Loyalty—who served up three tales (two shareworthy, one cautionary) that put experience front and centre, both for consumers and for marketers.
Knowing her team currently designs, builds and/or deploys campaigns for 15+ brands – we’re glad Jess was able to narrow things down to a few examples that can resonate across the industry. Each of them showcases how optimizing lifecycle email can influence and extend the experience beyond transactional touchpoints, so let’s get to it!
Rewards programs and lifecycles go together like, well, pretty much anything that goes together, really. Any program, especially those based on redeeming points, can benefit from having well-mapped triggers going to work for them. In one brand’s case, a comprehensive communication strategy was already surpassing expectations. What led to the positive results? A focus on campaign engagements based on relevant customer journey touchpoints.
If you’re into specifics (we are, obviously), 1 of 5 members redeemed 5X more points than before the triggers were launched—and when it came to cardholders booking travel with their points, Jess and company saw an opportunity.
“Knowing we’d be reaching travellers when it matters was just the beginning,” she told us, “we had to pinpoint useful content, too, and unique ways to deliver it. The ‘what’ and ‘how’ are always just as important as the ‘when’.”
First, handy travel tips, combined with calculated content designed to reinforce the program’s key feature and benefits, hit your inbox post-booking. Then, timely look-aheads – scheduled according to your travel dates – take over with dynamic real-time content to help the brand make the most of the moment and stay with you throughout your travel journey.
Closer to your trip, with the goal once again being to show that the brand’s thinking of you – and to amp up your excitement – you receive an email reminder that your flight is just two days away. What’s packed inside? A checklist of travel essentials, as well as a live weather forecast for your destination. And to cap it all off, a day before your return, you get another checklist, along with a live look at what the weather’s supposed to be like once you return home.
No matter what mother nature has in store, members are left feeling valued and recognized.
Of course, you don’t have to have a full-blown program to be sending emails strategically. Say you have an event. And say email is one of your channels of choice for communicating with prospective guests/registered attendees. Now, step out of those hypotheticals and right into this real-life scenario that plays out for Bond every year.
See, every Spring marks a new launch event for The Loyalty Report, a Bond staple and the longest-standing and largest global study on customer engagement, loyalty attitudes, behaviour, drivers and disruption. 2019 marked the culmination of an annual effort to maximize the registration flow and keep one of the company’s calling cards top of mind.
In Jess’ words, “We’ve always sort of tinkered with how we should talk when it comes to events—and how often,” she noted, “this year we upped the cadence a bit, and thought a lot about how we could turn emails that are usually transactional, into key moments in the overall experience.”
That cadence makes up a lifecycle that’s built to expand the experience, while opening the door for engagement before and after the event.
Your Registration/Invitation arrives in your inbox complete with:
Your Weekly Reminders leading up to launch day build anticipation by featuring:
And last but not least, your Post-Event Communications empower you to:
In the end, Bond saw registrants confirm their attendance faster than any other year, and more surveys filled out than ever before.
Jess admitted the results have had a trickle-down effect within the company, since Bond engages an overall audience of more than a million through its email and campaign marketing. “It’s not just huge for us,” she asserted, “it gives us some tried and true best practices, and a solid foundation that allows us to confidently set up other brands for success, too.”
Before we cast off here, we wanted to note: Subscribers may not have even realized these next events took place, so keep’em on the down low, ok? Kidding aside, Bond recently had to navigate some choppy waters after embarking on what’s usually an uneventful migration.
At first glance, everything seemed normal. It wasn’t until a few months after the migration that a deeper look into one campaign revealed a consistently large drop-off in opens for the entire lifecycle. Not just a couple of triggers, every email.
The problem turned out to be simple: A provider was blocking Bond’s domains and preventing the emails from being delivered.
The solution? It ended up being fairly simple, too, but here’s what played out. Contact was immediately made with the provider to remove the block and correct the issue.
The issue itself served as a catalyst for the team to implement critical changes:
“It’s led us to a more fine-tuned process, for sure,” Jess admitted, “it’s even shown us how we can get our Decision Sciences team involved early and often, so we can paint a really clear picture when it comes to the data that matters to our clients.”
It was a pleasure having Jess share these email insights with us. Thanks to her, and to Bond, for putting the time in. We posted the link earlier, but if you want to know more about what they’ve got going on, you can check out the Bond website anytime.
Huge thanks to Zach Cosby, Associate Creative Director/Copywriter at Bond Brand Loyalty, for his contributions on this piece!
If email marketing were a human being, it would be a mature adult by now. It survived a wild infancy and tumultuous adolescence to emerge as a respected professional with valuable experience, a few life lessons and a very positive outlook on its future.
What does that future look like as we move into the 2020s?
Email is poised to continue its gradual upward trajectory resulting from wiser use of the channel, better technology and a wider embrace of data to create emails that consistently aim to help consumers and to meet company objectives at the same time.
Okay, that was a mouthful. But there’s plenty of evidence to support it. Here are five email marketing trends in 2020 that support our optimistic view of email’s future.
One reason why personalization will stay a hot trend for years is because we’re nowhere near close to realizing all the potential that personalization done right can offer marketers and customers alike.
When Sailthru surveyed marketers for their third annual Retail Personalization Index, they learned 86% of brands sent welcome messages. Okay, not bad. But then they also discovered that only 38% included personalized recommendations in their welcome emails.
Your welcome email can incentivize your customer (lovingly but firmly) to go back to your website and buy something, complete a profile, register for a conference or just ask for more information. Personalization can make that happen.
Our landmark report, The Value of Personalization Optimization for Retailers, found that today’s advanced personalization tech platforms are easier to use and require less hands-on IT support to install and integrate with existing systems.
This trend will continue as vendors work to make their systems as easy and fast to learn as possible. But you still need to be sure the technology you use is getting you the results you need.
Technology like real-time data platforms is the means to an end, not the end in itself. A map showing your nearest store location in your email campaign isn’t just a cool thing to do. It carries out a strategy to improve the customer experience and increase store sales.
You wouldn’t add dynamic content that replaces an expired offer with up-to-date content just because you could. You do it so you can give customers who missed out on the original offer something else to consider, which can turn a disappointment into a potential sale.
Email regulation is evolving from channel-specific laws like CAN-SPAM to a wider focus on data and its acquisition, management, security, protection and privacy.
U.S. marketers don’t yet have federal regulations covering these data issues, although CCPA – the California Consumer Privacy Act – will come close when it goes into effect on Jan. 1. That’s because the law applies to all California legal residents, even if they live outside the state.
CCPA doesn’t require marketers to get permission before sending commercial email, as do CASL (Canada’s Anti-Spam Law) and GDPR (General Data Protection Regulation), which governs data use in the European Union. But email addresses are among the personal data the law does cover.
If you and your data and legal teams haven’t reviewed your potential exposure on the law, now’s a good time to read up on it..
Opens and clicks went down slightly on both broadcast and triggered emails in the second quarter of 2019, according to an Epsilon benchmark study, while volume went up 4.3%. Those trends usually work in opposition to each other – when volume goes up, engagement goes down.
But there’s more to this seeming trend of lower engagement than you can tell just by looking at headlines. Keep these three things in mind:
Better technology, a customer-first perspective and a tight integration with company goals and objectives are three factors that will keep email strong in 2020 and beyond. But is that what email prognosticators envisioned in 2015 for email?
Below are two winning predictions (more or less) and one definite fail:
Win: Dynamic content, personalization and real-time content will be much more prevalent, along with the next generation of emails triggered by a wider and more diverse range of behaviors.
Technologies like Liveclicker’s real-time personalization platform are helping more marketers see higher engagement and revenue with real-time content. But, judging by our inboxes, broadcast email is still going strong.
Win: “Email readers will get better at helping recipients manage their email by factoring in contextual information and no longer simply displaying email by an arbitrary factor like recency.”
Inbox providers like Gmail and Yahoo! Mail have been retooling their email clients to help their users navigate their inboxes. Some of Gmail’s experiments have stressed out marketers (hello, Tabs!), but new changes that push trusted senders into the spotlight will help wanted email stand out.
Fail: “Five years in the future, all email marketing will be automated.”
In a word, no. But we’re closer than we were 5 years ago, thanks to marketer-friendly platforms that let users build content and audiences easily and more easily integrate data to power triggered and transactional emails.
With 2020 just a few email campaigns away, we’re optimistic about email’s future. Not just because we’re bullish about the engagement and revenue possibilities that Liveclicker’s technology offers brands, either.
Marketers are getting smarter about how they use technology to achieve their goals and to make it easier than ever for their subscribers and customers to connect with them through email. Customers are getting smarter about how they use email, too. Marketers would do well to understand that and to account for those preferences in how they do email.
We believe 2020 will be another great year for email. Thanks for going on this journey with us!
What’s your biggest concern about moving up to advanced personalization?
Maybe you wonder whether you can afford the technology. Do you worry about whether you can count on IT to help you launch it, or find all the data you think you need to reach that next level of relevance?
If that’s what’s on your mind, you’re not alone. Research from the The Relevancy Group found retailers had four general areas of concern that kept them from taking advantage of real-time data and other efforts that can bring marketers an additional $20 ROI and give them an edge over competitors like Amazon.
Beyond just naming those objections, though, The Relevancy Group also suggests ways retailers can overcome them in its new report, The Value of Advanced Personalization for Retailers:
Using real-time data in an advanced personalization platform isn’t just the latest shiny toy on the shelf. It can help you give your customers a better experience with your brand – which often translates into stronger loyalty and longer retention – and solve operational problems on your company’s end.
Download Liveclicker’s latest report, Overcoming Challenges to Advanced Personalization, to learn how two major retail brands – Dunhill, a British luxury fashion retailer, and Hot Topic, a U.S. pop culture and fashion brand – used real-time data to build event interest and solve sold-out inventory problems.