Archive for 2008
November 20, 2008 by Eric Hollebone
MasterCard gift card
I was out doing errands on the weekend at my local Shopper’s Drug Mart and was waiting for the family to finish when I noticed a new product from MasterCard: gift cards in 50, 100 and 200 dollar denominations. It grabbed me, finally a universal one-time use protected payment system that could be used by online retailers that conveniently accessible. Not to be left out, both Visa and American Express have their versions as well.
I know there are other products in this space that can fill this need including refillable cards such as rePower and individual retailer gift cards as well as online alternate payment services such as PayPal and eBillme but the accessibly, convenience and financial isolation the major credit card vendors provide may become game changers in terms of getting the stubborn majority of the population over the hump and make that first online purchase.
The problem with the retailer gift cards is their terms of use policies are all over the map. Chapters/Inigo you must transfer the balance from your gift card to your online account first. Future Shop has taken a more consumer friendly approach where up to three cards can be used at one time be it credit or gift. One of the biggest benefits I am jazzed about is the remaining balance can be use elsewhere, be it brick and mortar or online, is finally moving the pendulum back to the consumer after a number of years of harsh gift card policies including the most hated expiry dates.
It also could change the alternate payments industry. Why do I need these services, when I have a brand I trust; no setup and no tie to my financial information or institution? Don’t get me wrong, PayPal and eBillme are strong and interesting companies but if I were them, I would be worried about the long term viability of the alternate payment marketplace.
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No Comments | Posted in Customer Experience, Eric Hollebone, Sitebrand, eCommerce
November 18, 2008 by Kevin Butler
As I was thinking of topics to address for this particular blog, I feared I’d used all my material and thoughts in my e-debut two weeks ago. Kind of like Chumbawamba did on their first album. I hope I don’t suffer the sophomore jinx… you will never keep me down, internet.
Moving right along, the e-Commerce-online marketing world is a funny one, right?
What is the average marketer or e-Com director planning over the next 6-12 months for their respective websites? Search engine optimization, personalization, platform upgrades, search engine marketing, post-click marketing, or just general optimization – whatever that means? Is it possible the term optimization is more over-used than personalization? The first rule about optimization: don’t talk about optimization. Whenever someone says to me, “we’re looking into optimization” I have no idea how to react. Optimizing what? Landing pages, Content Spaces (*cough, Sitebrand, cough*), Videos, Search, E-mail (*cough, Sitebrand, again, cough*), etc… Sounds like those general statements I make at awkward parties “I like stuff”. But in all seriousness, I like optimizing, too and that’s the point of what I’m getting at. What are we optimizing?
Lately, we’ve seen another quick shift with the rise of m-Commerce. Although interesting, I’m confused. Don’t get me wrong – I get it’s a new and direct market, recent claims to fame include Barack Obama using text messaging to announce Joe Biden as his running-mate in the now historic 2008 US Elections. To me, m-Commerce, although viable and important seems like a small branch of e-Commerce. You still need targeted content, market segmentation and wait for it… optimized messaging that can speak to visitors, regardless of whether it’s e-Commerce, m-Commerce or any other commerce. Mobile messaging will help drive traffic to your website and I think it’s important to be ready and prepared for those visitors.
Internet marketing is a vast space, but I see value in dynamic webpages. Right now, Sitebrand has begun a series of first time visitor landing pages with specific calls to action for a few clients in different markets and have seen tremendous results. We’re talking conversion rates doubling the site average (let me know what would that mean to you) resulting directly from Sitebrand’s Segment&Serve. The scary part of all this: the results and lifts in conversion come from running one or two campaigns. It takes less time to create these campaigns than it does to get sick of that Chumbawamba song (so not very long at all!). Remember, that’s just one campaign. Imagine the impact of running 10-15 thorough behavioral targeted campaigns, addressing other e-Commerce challenges you may be having or trends you are noticing.
The big thing I keep going back to, something I read recently from Sean Carton’s blog: conversations are king. And that’s exactly what these first time visitor landing page experiments are proving. We are talking to new visitors, explaining options, values and news about the company. Something interesting to chew on, majority of the time, the content on these pages don’t include any specific product to buy. Either “see shipping information for your State/Country”, “see hottest sellers” or “learn more about the company” are the messages helping drive sales.
How are you speaking to your visitors?
Stay classy, internet.
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No Comments | Posted in Conversion, Kevin Butler, Optimization, Personalization, Segment&Serve, Sitebrand, Social Media, eCommerce, online marketing
November 14, 2008 by Dan Auns
eCommerce Black Friday
We are officially 2 week from Thanksgiving. Football, Turkey, and the official launch of the holiday shopping season…… Black Friday is almost upon us!
For online retailers, Cyber Monday is now right around the corner too. Batten down the hatches and tighten up your eCom helmets, it is about to get a little nutty.
For those of you who had optimization on your 2008 roadmap, congrats. Your hard work is about to be rewarded - easy math shows the incremental improvements are measurable all year round, but are magnified with seasonal swells.
For those of you who don’t. Some 3rd party validation from our friends at ClickZ/Zaaz, who have posted a handy calculator to help you make your case for optimization in your 2009 agenda/budget.
If the ‘Incremental Value’ and ROI numbers look compelling here, give me a call and I will help you generate some analytics reports about your business, that will ’show you the money.’
Optimization is your friend folks, don’t settle for seasonal trends to lift the business alone. You can move the needle also.
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No Comments | Posted in Dan Auns, Optimization, eCommerce, online marketing
November 13, 2008 by Carolyn Gardner
Sitebrand and VKI Studios have a very relevant eCommerce webinar planned for Tuesday, Dec 9 at 2 pm ET / 11 am PT - “They Search. They Click. They Convert. Fact or Fantasy?” (Our usual end of month webinar is being pushed so our US friends can enjoy Thanksgiving)
Why do we think this topic is relevant? Quite simply, it all comes down to the fact that marketers are spending more and more money driving traffic to their websites (via search and email) versus spends that influence the experience of each visitor once they arrive (product reviews, livechat, functional in-site search tools, web personalization). Quite simply, there’s a lot of finger-crossing as the visitors land…but sadly, spending more does not always equal converting more. It’s time to think smarter.
With respect to search, Jupiter Research backs me up predicting marketers will be increasing their paid search budgets by 15% year over year for the next 4 years. If they’re right, you’re probably going to be part of this growing trend. But what’s happening once searchers click on your natural results, or your AdWords, and arrive at your website or landing page? Do they convert? Do they move through the sales funnel? Join search specialist John Hossack from VKI Studios and Carolyn Gardner, Director of Customer Experience at Sitebrand, as they discuss strategies to help you make 2009 the year you get serious about engaging, persuading and converting search traffic on your website:
- What’s stopping your search traffic from converting?
- Why should marketing beyond the landing page be a new mandatory?
- Which specific analytics reports really matter when it comes to search strategies?
- Why is it no longer acceptable to treat all your search efforts the same?
- What can you do to better optimize your search ROI in 2009?
Register now…
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1 Comment | Posted in Carolyn Gardner, Conversion, Customer Experience, Email marketing, Optimization, Personalization, Search Marketing, Sitebrand, eCommerce, online marketing, webinars
November 11, 2008 by Carolyn Gardner
feelbest.com
For online stores like feelbest.com using Sitebrand’s Segment&Serve Web personalization technology, creating more relevant experiences is comparable to having a virtual sales assistant. The concept behind Web personalization is very much based on what consumers have come to expect from the traditional brick and mortar shopping experience. Consider the traditional brick and mortar store where a sales person
easily observes and responds to variousshopping behaviors and body language. If someone is a repeat customer, they get to know their buying habits. If someone is a new customer, they work to build a level
of trust by offering helpful suggestions, sharing information about a hassle-free return policy, showing the layout of the store and so on. If someone is looking at high end fashion apparel, they look to cross-sell high end accessories. If someone is looking at sale items, they show them all the sale areas and so on.
Understanding visitor intent
But move online and suddenly the visual cues are gone. However, thanks to Web analytics, there are other cues the online marketer can follow. From the moment a visitor arrives, there’s intent to do something – to research, to buy, to register etc. And every move is monitored through Web analytics. The bottom line is that every move a visitor makes tells a story – from how they arrive to what they click and how long they stay on any given page. If someone arrives using the keyword “sunscreen”, they’re looking for sunscreen. If a Web site responds appropriately by showing a selection sunscreen and the visitor clicks to learn more or buy, they are that much closer to buying. They are being guided through the sales funnel. But if they bounce out of the site before converting – either pre-checkout or during check-out – something went wrong. And it likely relates to lack of guidance and direction from the Web site.
Responding to classic e-commerce challenges
Feelbest.com is Canada’s largest online health and beauty aid store and it faces many of the classic ecommerce challenges, including low conversion rates. As such, it is always looking for innovative ways to convert a higher percentage of Web traffic into buyers. The company also wants to recognize and respond to visitors’ geolocations; especially in terms of seasonality trends associated with many of its product categories, such as sunscreen. And it wants to create a superior, personal online experience that makes feelbest.com the online retailer customers turn to when they can’t find what they need in a regular store. The company actively encourages customers to tell it what they are looking for, no matter how obscure it may seem. The retailer specializes in finding and offering hard to find health care and beauty aid products. “If there’s demand – even from just five or ten customers – and the product is available somewhere in the world, we’ll go directly to the manufacturer and make it available to our customers,” says Darrin Pickard, feelbest.com’s sales and marketing manager.
The need to convert more traffic into buyers
The retailer’s approach is quaintly reminiscent of the corner-store owner who would get to know his/her customers one person at a time and stock accordingly. Although this personal approach to serving customers is like those of days gone by, the scale of the operation is surely different. Products are shipped to clients around the world with roughly 65% heading to the US. That’s also the nub of the challenge: motivating feelbest.com to explore an alternative strategy for further customizing and personalizing the Web experience of all visitors. The explicit goal was to find a solution that would convert a higher percentage of new and repeat traffic into sales. “Back in the late 1990s, it was easier to stake your claim as a top online retailer. But today, it’s much more competitive and you can never be complacent,” says Pickard.
Changing each visitor’s experience in real-time
Feelbest.com chose Sitebrand with its promise of superior traffic conversion to literally change the experience of every visitor in real-time while on a Website. What the retailer particularly appreciated
about the Sitebrand solution was the extensive support provided to help get up and running with a customized solution quickly. “Sitebrand is like a natural extension to our marketing team,” says Pickard. “It’s not a one-strategy-fits-all approach. What Sitebrand does is analyze your traffic and provide you with customized solutions based on your business goals and what your customers are looking for.” In the case of feelbest.com, the Sitebrand solution resulted in recommendations for the type, placement and frequency of marketing campaigns to target specific customers and boost sales in specific product categories. In Pickard’s words, “I think any online retailer worth their salt knows you can’t mass market on the Web and expect to achieve success. As best you can, you must try to speak to each site visitor as an individual. When you show people you are interested in getting to know them, they’ll show interest back. It is “Customer Service 101” and we’ve seen this with the personalization campaigns we’ve built with Sitebrand.”
Leveraging best industry practices to create smart content
All Sitebrand’s recommendations are based on industry best practices, backed by hundreds of successful implementations in similar industry sectors. This enabled feelbest.com to quickly develop “smart content” for specific customers and product categories. With the Sitebrand solution, specific areas of a Web page are allocated for the strategic placement of ads or campaign messages. Campaigns are developed around various criteria, including geo location, keyword searches, seasonal promotions, product categories, and many others.
Salvaging underperforming segments and sales
Campaigns result in a highly customized and personalized Web experience for all visitors from the moment they land on the Web site. In doing so, online retailers like feelbest.com report immediate and measurable increases in sales lift, superior click through, and higher conversion of existing traffic. “We see an immediate increase in the number of existing visitors converting in the checkout process,” says Pickard. “Seeing success around existing customers in currently established product categories makes us want to leverage Sitebrand to build campaigns around new, underperforming product categories. These new product awareness campaigns will be designed for existing and new customers,” he adds. In this way, feelbest.com will be able to test different offers with respect to new product categories. This ability to raise the profile of lower performing product categories will be designed to help increase average cart spends and total sales.
Close-up of first-time visitor promo
Recognizing a first time visitor has its rewardsTapping into underperforming segments, like first time visitors, has also proved highly successful. The first time visitor needs a different experience than the repeat visitor. They want a feeling of trust. They want to feel reassured they’re on a credible site.
When this first time visitor segment is served personalized messaging that reinforces credibility and trust versus the control group segment that receives no reinforcement, the personalized messaging always sees higher revenue per impression.
In the case of feelbest.com, the revenue per impression lift for personalized first time visitor campaigns is 207% higher than the default control group campaigns with no personalization.
Increased ROI from the feelbest.com e-newsletter
Sitebrand also provided feelbest.com with specific recommendations for print ads and its e-newsletter to create a more holistic and integrated marketing program. The company sends monthly emails to roughly 25,000 opt-in subscribers to promote the e-newsletter. Sales generated from the newsletter had begun to drop. Once the Sitebrand solution was integrated with the email program, feelbest.com saw an increase of 34% in the number of orders received within five days of the newsletter being broadcast. “Whenever we send emails, there’s an instant spike in Website traffic,” says Pickard. “It’s going to get even more interesting when we start adding more automation into the mix.” For an online health and beauty aid store, it will be a highly beneficial to trigger purchase reminder emails, i.e. “Your 90-day supply of vitamins is almost gone. Don’t be disappointed. Buy more now…”
The power of personalization for unique market segments
“The way I see it, not having a personalized approach to online marketing is like calling every one of your customers ‘Bill’. Worse yet, it’s like expecting them all to take advantage of a deal on mint toothpaste. But in reality, your customer’s name might be ‘Susan’ and she wears dentures…” says Pickard. “Website personalization allows you to find these unique market segments so you can serve up relevant offers that will convert visitors to buyers.”
NOTE: This post is also a featured article I contributed to the October 2008 issue of ”Direct Marketing” - a Canadian publication about interactive marketing and sales. Since it’s print-only (odd for an interactive pub, and apparently a website is in the works…but hey!) All that said, I felt compelled to share it online. I hope you enjoyed the read and I welcome your comments!
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1 Comment | Posted in Carolyn Gardner, Conversion, Customer Experience, Email marketing, Optimization, Personalization, Segment&Serve, Sitebrand, Web Analytics, eCommerce, first time visitor, online marketing
November 3, 2008 by Carolyn Gardner
As retailers all over the world look to the holiday season for a major spike in sales, Deloitte’s 23rd Annual Holiday Survey of retail spending and trends notes some less than exciting predictions. According to the survey, an overwhelming number of consumers - 59% to be exact - say they expect to reduce their spending this holiday season. As for why, it’s no huge surprise: higher food prices (73%), higher energy prices (69%) and the economy (61%) are cited as the top three reasons.
Categories in which spending is likely to be down the most from last year are:
- Home improvements
- Home/holiday furnishings
- Non-gift clothing
- Socializing away from home
- Charitable donations
- Entertaining at home
drugstore.com
Value and Prices Will Win the Sale
According to the report, 73% of consumers said the best value for the money will cause them to shop a particular retailer this season, and 72% said low prices. More consumers say they will shop at discount/value department stores, warehouse clubs, dollar stores, outlet stores, and off-prices stores.
Drug stores and supermarkets also showed big increases from last year. Judging by the screenshot I pulled from drugstore.com, they’re ready for the madness!
What About Service?
As value and price takes precedence, where does this leave our deep desire for customer service? Do consumers have to give up service for value and price?
For traditional brick & mortar stores seeking that price-oriented edge, service does kinda have to take a bit of a back seat. Since the rationale for high levels of service is usually very connected to high prices, you have to know the reverse holds true as well. Low prices are typically associated with low levels of service - less staff to help you on the floor. You’re pretty much on your own, so good luck!
But think of online stores where technology and automation make customer service very possible and affordable. Suddenly, the tables turn because value, price and service are all achieveable. Now of course, online stores can play the same strategy as brick & mortar stores…i.e. that consumers will tolerate average service to the best price and value. But why set your bar so low…especially given your true potential. Consider the online stores that think smarter. Right now I’m thinking of all the online stores that take advantage of great technologies like customer reviews, product recommendations, live chat, and of course web personalization. All these tools help mimic in-store sales assistance and service - with web personalization and its ability to change messaging in real-time, it’s like you’ve got that virtual sales assistant right on your web site. This level of customer service is proven to increase conversion and revenue because it helps ensure that every visitor experience is relevant and meaningful.
Consider Divers Direct – a multichannel retailer that sells scuba gear in six retail stores along the Florida coast, a direct mail catalog and of course…online at www.DiversDirect.com. Robert Darmanin, Online Services Manager at Divers Direct, is using Sitebrand’s web personalization platform, Segment&Serve™, to run several best practice campaigns including first time visitor, return visitor, geo location, depth of page visit, keywords etc. Read the full Divers Direct case study…
For example, if someone enters the site from a keyword search on “wet suit”, they can present that specific visitor with a ‘coincidental’ banner promoting a one-day special on that product. Special price and urgency with the one-day offer element - how brilliant is that! But on top of this classic pricing appeal to win business, Divers Direct also looks to improve the online experience and this is very connected to customer service. Presenting helpful product information and demonstrating overall “expertness” at precisely the right time in the buying process had been very difficult to do online — prior to Sitebrand coming along. And messaging their expertness is all part of their dedication to customer service – i.e. we understand you…we’re divers too…etc. using Sitebrand to demonstrate “expertness” enables Divers Direct to increase revenue lift by almost 70%…and gather invaluable customer intelligence at the same time. This also demonstrates that for certain visitor segments, sometimes discounting isn’t the answer. Referring back to the Deloitte survey, 59% cite price and value as big drivers…which means 41% aren’t as motivated by price and value…i.e. service still matters! And creating a feeling of service to improve the online experience has never been easier.
Recognizing that price and value are huge to the consumer this holiday season is one thing. But differentiating yourself by adding a level of customer service may be just what you need to beat the competition; not to mention what appeals to the 41% who want more than price and vlaue. Believe me when I say there’s still time to improve the online experience this holiday season with web personalization technology like Segment&Serve. Integration is easier than you think so go ahead and request a demo today…or refer to my colleague Kevin’s post and take advantage of our free, no risk, no obligation 60-day Sitebrand trial.
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1 Comment | Posted in Carolyn Gardner, Conversion, Customer Experience, Optimization, Personalization, Segment&Serve, Sitebrand, eCommerce, online marketing
October 31, 2008 by Kevin Butler
No first blog is complete without some kind of introduction – but this is no ordinary blog, my fellow readers. As Sitebrand’s Sales Engineer, I have but one mandate: write rich and compelling stories worthy of your time and subsequent follow up dialog. That’s a hint for any welcome comments below… you know you want to.
Allow me to be the first to say I am new to the world of e-Commerce and internet marketing. I appreciate the experience of those around me and often feed off their wisdom and knowledge, but with all due respect, I’m going to think outside the box here, so don’t act like you aren’t impressed.
Perhaps it’s the youth in me talking, but I’d love to know why marketers aren’t marketing to reflect the times we currently live in? The economy, social media/web browsing, multi-level branding, targeted content to stand out from the clutter of other, general ads… I smell foreshadowing here, mmmKay?
The opportunity for marketers to drill down into audiences via personalization and segmentation is becoming easier and increasingly more available, yet remains as popular as the last X-Files movie (approximately). I see the relationship between analytics and Sitebrand very much in the same vein as the Smoking man – source of information and Mulder – the action and reason behind the data. Bad analogy? Maybe, but I digress.
We rely more and more on analytical data to better understand web traffic and underlying trends, our day to day priorities have us running in multiple directions, yet personalization/optimization never nears the top of that list. Is there a risk we as marketers don’t want to take? Is it a fear of the unknown? Are we still waiting for that TPS report?
Here’s how I look at it: you’ve spent money, time and effort driving web traffic, increasing site awareness and engaging shoppers. You’ve succeeded in building baseline interest from tens of thousands of e-shoppers, so why not speak to those shoppers directly, peaking additional interest based off consumer behaviors and actions? You are 90% of the way towards the sale, yet the remaining 10% means showing the customer the right solution, of the thousands of products and SKUs available on your site. There’s only so much a static message can say to shoppers who are seeking relevant and targeted information. They may not even know it, but you do. Having a web site that dynamically speaks to customers, driving the right content at the right time, all in real time is the key here. With today’s economy struggling more than the latest release of ICQ (seriously, who knew they are up to version 6.0?), why not retain your initial investments and efforts? Driving new traffic to your website may increase your sales, but won’t help conversion rates or other e-Commerce challenges.
“But Kev, dude, these aren’t the droids I’m looking for, what should I get from this blog?” Glad you asked; I have a challenge for anyone doubting my message: Apply today for a free no risk, no obligation 60-day trial using Sitebrand’s Segment&Serve and we’ll show you the power of behavioral marketing and segment specific marketing strategies.
A quick recap: if Personalization isn’t on your laser guided radar, maybe it should be – start looking at it as a viable way to reinforce your investments and initiatives, and have the opportunity for free Sitebrand trials with slants of pop culture thrown at you (via my blogs, so in the famous words of Apu, please come again). If that doesn’t put a smile on your face like an office Hawaiian shirt day, nothing will.
You stay classy, internet.
Apply for the free no risk, no obligation 60 day Sitebrand trial today.
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3 Comments | Posted in Conversion, Kevin Butler, Optimization, Personalization, Segment&Serve, Sitebrand, Web Analytics, eCommerce, first time visitor, online marketing
October 23, 2008 by Carolyn Gardner
At Sitebrand we’re always publishing new case studies around classic e-commerce challenges associated with low conversion rates, high shopping cart abandonment rates, low average order sizes, high bounce rates, low return visitor rates, market segmentation and so on.
In our most recent case study, we dug into life online at BBCrafts.com - a leading retail and wholesale company for craft, wedding and party supplies. Sounds fun already, doesn’t it! Even though we’re talking about a very niche website with a decent amount of activity, there were concerns about cart abandonment and low order sizes.
After approaching many potential personalization and conversion vendors, BBCrafts.com selected Sitebrand because in addition to having a proven personalization platform (Segment&Serve), BBCrafts.com was and is impressed by our consultative approach, aka our Blueprint Success Services. We have a team of pros who help customers optimize their every website move with respect to personalization opportunities.
While high shipping costs are a big reason consumers abandon shopping carts, it’s not the only reason… so BBCrafts decided to do some testing. With respect to reducing shopping cart abandonment, one of the most powerful lessons they learned is that you don’t always have to “give away the farm” using hard incentives and discounts. In some cases all it takes is a bit of reassuring and relevant information - compare this to that friendly in-store assistant at the cash. Presenting this type of reassurance and building consumer trust at the right point in the shopping process (aka the sales funnel) has proven to have significant impact. Call it that little nudge or handshake to go ahead and complete the check-out.
Using an a/b testing type approach, BBCrafts.com experimented with two different types of personalization campaigns at the check-out stage. One focused on information security and the fact that BBCrafts.com does not share or store buyer’s credit card information. In this day and age, this is a huge deal for consumers.
A second campaign simply reinforces that BBCrafts.com usually ships orders fast - often within 48 hours. Of course a default group would see nothing.
The results? Like the headline of this post says - shopping cart abandonment dropped from 85% to 45%…
For more on BBCrafts.com success with website personalization - including how they achieved a 15% increase in average order sizes and a 160% (+) increase in return visitors, read the full case study!
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No Comments | Posted in Carolyn Gardner, Conversion, Customer Experience, Optimization, Personalization, Segment&Serve, Sitebrand, Web Analytics, eCommerce, online marketing
October 22, 2008 by Carolyn Gardner
When we met with some folks from Silverpop for lunch at the DMA08 show in Vegas last week, we were really excited to hear about their developments with email marketing going social.
It’s what Silverpop is calling “Share-to-Social” - and it’s email’s first integrated and measurable social networking solution of its kind.
When users choose to share a message with friends in their social network, Silverpop’s systems are able to report on how many of their friends opened and clicked on the links in the message. This also means that marketers can get the same kind of 360 degree view of social networks as they do with email today.
It’s very much an updated forward-to-a-friend type of viral marketing because now instead of keeping the messages exclusive to the email channel, people are able to share their messages via popular social channels like Facebook and MySpace. It’s a great way of bringing all the channels closer together. And since this is today’s reality, it’s brilliant.
Since Sitebrand partners with Silverpop, this is exciting news for us and all our customers. For our many customers, especially retailers looking to sell more, this will be a great way to extend their marketing reach into the very populated social channels. But now more than ever, this also means the pressure is on to create really enticing offers that subscribers and customers want to share across their social network! Do this well, and you’ll find unparalleled reach.
Looking for how to maximize your email’s social potential? Sitebrand has a team of email experts who would be thrilled to brainstorm with you!
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No Comments | Posted in Carolyn Gardner, Conversion, Customer Experience, Email marketing, Sitebrand, Social Media, Viral Marketing, online marketing
October 20, 2008 by Carolyn Gardner
I recently had the pleasure of contributing to Constant Contact’s Hints&Tips e-Newsletter. I was specifically tasked with sharing five B2C holiday email tips and five B2B holiday email tips. Under the headline “Holiday Email Tips — Go Beyond Simply Sending More“, I listed some original ideas you might be able to use yourself (regardless of what ESP you’re using)…overall theme - segment and send smartly!
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2 Comments | Posted in Carolyn Gardner, Conversion, Customer Experience, Email marketing, Sitebrand, eCommerce, online marketing
