Marketing Forward » Customer obsession

Obsessing over Dana

Denice Surjan — Mon, 24 Sep 2012 11:00:10 +0000

By now you’ve probably met our friend Dana, a typical, discerning customer. She wants her favorite brands to deliver a relevant and seamless experience, coordinated throughout her busy day. Delivering on that expectation can be a challenge for marketers. After all, Dana’s busy, so it can be hard to catch her at the right time and place, and on the right device. And while Dana’s not your only customer, you need to make her feel like she is. How do you do this? By being customer obsessed. Create a great customer experience based on everything you know about her. By being obsessed with Dana you’ll make her obsessed with you.

To help you know and understand Dana better, she’ll be guest blogging from time to time, and she’ll share both her good and bad experiences with brands. We want to be sure your brand lines up with the good experiences so stay tuned to future blog posts for ideas on how to enchant and delight your customers. We’ll continue to share must-know stats, tips and trends you can use to connect, engage and empower customers like Dana.

Promote social networks to improve your next email campaign

Denice Surjan — Mon, 20 Aug 2012 13:55:47 +0000

Email is one of the best ways to connect with customers, and it is essential to engage with customers via social networks. So it makes sense that the value of both email and social media is even higher when they’re used together. But not all networks are created equal. Learn the best ways to use the top-promoted social networks to boost your next email campaign.

Key take-aways:
Facebook is the top social network displayed or promoted in email, followed by Twitter, YouTube and Pinterest respectively.

On average, emails promoting Pinterest get 24.7% more unique clicks than other non-social-promotion emails. The new kid on the block creates a lot of buzz in email. Check out this case study for specifics on how Ballard Designs boosts engagement with Pinterest.

Unique open rates for Twitter “follow-us” mailings are 9.5% higher than those for other mailings.

60% of brands that sent emails with “Facebook” in the subject line averaged a 27% increase in traffic to their website from Facebook the week following deployment.

Must-know stats to connect with Dana in multiple channels

Denice Surjan — Fri, 10 Aug 2012 06:30:02 +0000

Earlier this week we introduced you to Dana. She’s your best customer if you work hard to earn her loyalty. Savvy marketers rejoice: here’s some key intel to help you create meaningful connections with Dana via email, social, mobile and search – and don’t miss the stats on the future of online advertising.

Key take-aways:

Including the word “exclusive” in email subject lines boosts unique open rates by 14% in promotional mailings
Emails asking customers to rate and review items they’ve purchased have 32% higher revenue per email
85% of real-time welcome emails get opened and have a click rate of 29%
91% of online adults are using social media regularly
Pinterest is the third most visited U.S. social networking site behind Facebook and Twitter
28% of 6-11 year olds own a cell phone
Paid search and banner ads will garner nearly 73% of all U.S. online ad spending in 2012