I hear ya Grumps........
The game of marketing has changed dramatically over the last few years. So much so that traditional marketers are not really sure of what actually works anymore.
I too am a fan of marketing from my all too brief MBA study days (if you have'nt already, read Philip Kotler) but I also have a sense of decency that respects there are very fine (and blurred lines) these days between informing, soliciting and harassing..........so I err on the side of being quite conservative.....but watch this space
Yesterday, one of my mobile cafe clients collected some coffee and told me he was taking action against Domino's Pizza. He bought a pizza online around Xmas and ever since his inbox is filled daily with what he calls rubbish. He is on the road and rushing about constantly, but his mobile email that he relies upon gets these jammed with stupid offers. That is just one example.
Consumers these days are a sensitive lot. We have in the past been black listed as a spammer because we used an advanced technology called Abandoned Cart. The science behind it is quite normal and reasonable - reminds a prospective customer the cart they did not process through the checkout is waiting. The stats show it can improve conversions by 40%. It does not harass or send you too many reminders, but unfortunately some people think we are monsters and they black list our domain.
We had to switch it off. A few months later there was a bug in the software and it kept switching on at exactly 7pm each night, for 3 weeks - it was a nightmare as I had to remember to be on the computer at 7:01pm to turn it off, else cop the wrath of being blacklisted - you can't send legitimate emails to some domains for a period of time - which affects your business.
Customer engagement is important. We have many thousands of customers and I've started to segment them in ways around how we may engage in the future.
The first wave of customers we sent the newsletter to them a week ago. It had an open rate of 70% against the industry average of 24% and a click-through rate of 24% compared to just 6% for the global average for similar campaigns. We also had 3% un-subscribe which again is a very good low score.
Overall, I would say it was successful.
In contrast, the next wave of customers (which was about 4000) from last night's email marketing, I suspected these were not going to be "as engaged". Sure enough, open rates are about half of last week's customer segment, click thru's are very low and the un-subscribe rate was very high.
This tells me there are more of the type of customer in the 2nd segment that just want to be left alone. So far, I would call the 2nd segment of customers not so successful.
In relation to not having any click-offer in the Newsletter and wasting the opportunity.
The intent was to just ease customers into the concept by offering content and advice and it was kept largely technical or informational. The hidden theme was about giving customers a degree of confidence and reassurance that we "know our stuff", which can help reinforce loyalty.
Oh, in case you missed it Grumps......there was a subtle hint about Colombia
Keep believing Grumps - I completely agree with what you are saying...........