Last week Adestra sponsored the Professional Publishers Association (PPA) annual conference. We have a number of publishing clients and it’s a great opportunity to talk with some of them, and see what’s buzzing in their world.
Turns out that, as far as marketing goes, publishers are working on the same issues as most other industries: how to adapt to changing technologies and more sophisticated customers.
There were three big trends that I noticed, and I think they’re all applicable far beyond publishing:
The UK publishing industry is leading the way when it comes to mobile apps: British-produced apps account for upwards of 25% of the market. But that doesn’t mean all their websites or email communications are entirely mobile-friendly. Working on implementing responsive design, and tailoring content to platforms is still very much a work in progress.
One of the key quotes I took away from the sessions was that, “retailers have become very good at being publishers, now it’s time for publishers to work on becoming better retailers.” Affiliate marketing programs, curated content, and the ability to deliver premium offers to premium customers are all top of mind. Also big was ensuring you’re partnering with the right vendors to implement systems and analytics to execute and measure these new programs.
Customers are engaging with publishers on a variety of platforms, sometimes many at the same time. So it’s important to deliver a consistent, tailored experience that defies hardware and location. This means a rock-solid brand image across media, and the ability to track customer behaviour and personalise content, no matter how they may access it.
It means ensuring you’re designing for a multi-screen reality, with responsive design, and clear ways to complete a call to action on whichever device your reader happens to have picked up.
It means ensuring promotions align tightly with brand, and all your communications, (including emails, landing pages, website, and apps, as well as offline ads and products) offer a consistent experience.
It means collecting and maintaining a clean, robust database of your customer and contact data, testing what resonates, and using those results to deliver relevant, personalised, and timely content.
And above all, it means collaborating with your marketing technology vendors to ensure this can be your reality, too.
Unlocking the true value of your precious data is high on every marketers agenda. With phrases like “Big Data”, “modern marketing” and the steady stream of new ways to get your message out there, this may seem like a momentous task.
In his presentation at DataIQNOW! last week, Parry debunked the myths of “Big Data”, in favour of focusing on “Little Data”. This is the data that you can proactively use straight away.
In an email marketing context, there are three simple examples:
Open rates: If you increase your open rate, you’re giving yourself a chance. The main thing here is to have an effective subject line strategy – don’t view each email as a one-off, view them as part of a long-term branding campaign and ensure your subject lines build your brand on a sustainable basis.
Click through rates: Action speaks louder than words – structure your emails so they drive action. Consider the psychological state of your customers and create your emails so they drive people to take action.
Conversion rates: These days there’s no excuse to not be able to attribute revenue to email. Start tracking your conversions now. This way, you can see what variables within your control make you more money.
It was a freezing cold day at the NEC at the UK’s number one event for online and multi-channel retailers. Last week, I presented a workshop at Internet Retailing Expo 2013.
The Adestra presentation was about “Email Conversion Optimisation”. You can download the presentation slides here, but first here are my key takeaways.
1. Getting your emails opened…
How do you optimise your emails for opens in the mobile era? The same points still apply for mobiles as they do for webmail and desktop email clients. Focus on optimising from name, subject line and the pre-header text and you’re emails will be crying out to be opened.
2. Getting your emails clicked on…
Think mobile. Mobile retail email open rates jumped by 50% over the holiday period last year with more and more people reading their emails on their mobile devices. But what about those who clicked on an email on a mobile phone? Think big buttons, simply structured emails and responsive design.
3. Getting your subscribers to convert…
What types of email boost conversion?Abandoned basket emails easily deliver the highest ROI – so why are less than half of retailers doing them? Yet only 19% of retailers have an automated abandoned basket recovery system, one of the easiest tools to implement and quickest to prove return – shows a sneak preview of new research from the Econsultancy/Adestra Email Marketing Industry Census 2013.
You can also see how data notifications (birthday emails, purchase reminders) that you can automate also deliver good ROI.
Adestra’s Conversion Capture
At Internet Retailing Expo, we launched our new abandoned basket functionality Conversion Capture. Conversion Capture, our new abandoned basket email technology. We’d love for you to see how it can make your website ROI skyrocket. So why not sign up for a demo?