When it comes to traveling for business, customers have more options than ever before.
You can use apps, websites, wearables, and mobile devices to stay organized and ensure that you get from Point A to Point B.
Of course, many of these options can cause more problems than they solve. Anyone who has frantically searched their inbox for a plane ticket or travel itinerary knows just how frustrating this experience can be when you’re trying to make a meeting.
We recently got the chance to talk to Devin Ruppenstein and Charity Lorenzen, who are part of the marketing team at TripIt (owned by Concur), about how the company has worked to build email marketing strategies to solve these challenges.
Here’s what Charity and Devin had to say about TripIt, email marketing, and the travel industry:
This week, we’ve been talking a lot about responsive email design and showing examples of travel and hospitality emails that are using different elements of dynamic, contextual content.
Meanwhile, there’s been a renewed focus on responsive design in general. Google’s mobile algorithm update on April 21 is set to cause something of an SEO apocalypse among websites that aren’t mobile-optimized. Econsultancy recently released an exhaustive report on UK email use and Experian broke down the challenges and opportunities in the digital marketing landscape this year.
Here are those three stories for some light weekend reading:
Enterprises have unique challenges when it comes to creating and executing email marketing strategies. When you’re sending out tens of thousands or millions of emails, any tiny thing that goes wrong can cost you a lot of money or even customer loyalty. But what are some of the key pain points in enterprise email marketing today and how can brands overcome them?
Movable Ink spoke to six different experts about the kinds of obstacles bigger companies face today and which kinds of enterprise email marketing strategies are most effective:
This is a guest post from Carl Sednaoui of MailCharts.
Here’s a dirty marketing secret: some companies send the same exact email more than once. They might change the subject line or send time but it’s the same copy, same images, and same calls-to-action.
Take a look at the graph below to see how popular this email marketing technique is across industries:
When marketers are creating responsive emails, they’re often occupied with how the email will look on different mobile devices. That’s an important part of creating an effective mobile email marketing strategy, but it’s not the only thing that companies need to think about.
The relationship customers have with their inboxes dramatically changes when they’re looking at emails on a phone. While responsive email design strategies can help make sure that your emails look as good as possible on mobile devices, they can’t do much to accommodate user behaviors.
That’s why email marketers need to fundamentally rethink how customers interact with emails.
By allowing brands to create dynamic content that can change in real-time, contextual marketing has opened up new opportunities for email marketers to connect with customers and offer them more personalized experiences.
This is how Kat Johnson, Marketing Manager of Allen Edmonds, has started creating new kinds of email campaigns for customers. We had a chance to catch up with Kat about how Allen Edmonds is using email today.
Here’s what she said about Allen Edmonds, context, segmentation, and more:
If email marketers have learned anything over the past few years, it’s that every customer is now a moving target. They’re checking emails on their phones and tablets, which means they’re doing a lot of different activities at the same time.
Responsive email design strategies play a critical role in this new world. Customers are always on the go and your emails need to offer real-time content that reflects their needs in the moment.
One simple way to do this is to start creating geo-targeted emails. Ordinarily, a customer checking their personal email on a lunch break isn’t too likely to redeem a discount offer. But if they see a personalized map that shows that a store is right around the block, that can change.
Geo-targeting can help brands create contextual marketing campaigns. Here are three companies that have used maps in emails effectively:
As usual, the week has been full of email marketing news. If you’ve been looking around to see what’s happening, we’ve got you covered – we’ve rounded up three of the most interesting developments in email that can be perfect for some weekend reading:
Years ago, email marketers could rely on the fact that everyone opening their emails was sitting in front of a computer. Smartphones and tablets have changed that. Now, your emails could be opened at any time, anywhere, and across multiple screens. What your customers are doing and how they’re accessing their inboxes has a big impact on your email campaign.
That’s what makes contextual marketing so important today. Customer context changes throughout the day and your emails should reflect that. That means thinking differently about marketing and creating strategies that allow for real-time segmentation, instead of segmentation based on static data fields.
To break down what brands have to do to effectively create a contextual marketing strategy and build real-time segmentation for every email campaign, Movable Ink and BlueHornet are hosting a webinar, “The Evolution of Email: Contextual Marketing & Real-Time Segmentation,” alongside Kat Johnson, Marketing Manager for Allen Edmonds on April 2 @ 1pm EST.
In the webinar, you’ll learn:
– How email segmentation is being used today
-Why customer context matters so much in a mobile world
– How triggered email campaigns can create lifecycle messaging
– How retailer Allen Edmonds used context and real-time segmentation to drive big results
Ready to learn about the evolution of email and start applying contextual marketing and real-time segmentation to your campaigns?
The basics of email marketing are simple: send an email and hope that someone gets it. As long as your email campaigns aren’t getting labeled as spam, you should theoretically live a long, fruitful life of email-driven profit… right?
Unfortunately, email marketing isn’t that easy. Your brand’s email campaign is going to be competing with the emails from dozens of other companies. So how can you tell that your email campaign worked? How can you talk about email performance? And what do all those email marketing terms mean?
Here are 16 different core email marketing terms that you should know, whether you’re just getting started or you’ve been in the email marketing business a long time: