Email Marketing Lessons to Learn in the Year of the Dog

The Following is a Guest Contributed Post by Seamas Egan, Director of Marketing and Sales, Campaigner

On February 16, this Chinese New Year will celebrate the eleventh zodiac sign: the dog. Known as man’s best friend, dogs are America’s most popular companion animal — just as email is the most popular communications channel for business. As we approach the Lunar New Year email marketers can learn from these four tips to push their programs forward in 2018.

1) Understand Subscriber Preferences and Plan Accordingly

In Chinese astrology zodiac signs are paired with a rotating natural element, like fire and water. This year is considered the Year of the Earth Dog and people born this year are predicted to be communicative, serious and responsible at work. In order to emulate the Earth dog in campaigns email marketers should learn what content is most useful to their subscribers and take feedback into account while planning campaigns ahead of time.

As email marketers continue to add new subscribers to their lists it is important to adapt programs to meet the changing interests of these new consumers. To ensure they’re communicating content that consumers wish to receive, marketers should send a yearly survey asking them to rank what content they find most valuable, how often they wish to receive emails, and what products and services they are most interested in. This gives marketers better insight about subscribers and helps them develop planning calendars with deadlines and messaging that will resonate and ensure a regular communication frequency.

2) Learn From the Dog’s Lucky Times

There are zodiac beliefs that people born during a specific time of day will be more successful. Similarly, email marketers know that certain times of day are better than others for sending content to receptive readers, and that they can use this information to optimize their open and click through rates.

Marketers should note popular times to reach subscribers when developing their next campaign. For example, a recent Deloitte survey found that 40 percent of people check their email within five minutes of waking up. However it’s important that email marketers also trust their instincts and not send emails at inappropriate times, like 1 a.m. They should utilize tools like A/B split testing to determine the best time to reach subscribers and automate campaigns to hit their inboxes accordingly.

3) Don’t Pair Dogs With Roosters and Sheep

Chinese belief holds that certain character traits associated with the zodiac signs mesh well with others, but this is not the case for all. For example, dogs are considered adventurous by nature and rabbits are seen as curious — traits that complement each other and are believed to be an ideal connection. On the other hand, roosters are known to strut and be the center of attention, while dogs prefer to seek out intimate and loyal connections, traits that clash and can lead to trouble.

Similarly some subscribers are more responsive to specific content than others. Marketers can use segmentation and A/B split testing to match certain subscriber segments with the email content they’ll be most receptive to. A Campaigner survey found that the majority of millennials are interested in coupons, so marketers should segment their audience by demographics and pair millennial recipients with coupons when possible. Email marketers can also utilize A/B split testing to determine what content is most compatible for subscribers. By looking at how open and click-through rates differ for specific variables, marketers will be able to determine what content, subject line and even color palettes pique the interest of each subscriber group.

4) Treat Loyal Subscribers

As a symbol of good luck and best wishes in the New Year, it is customary to give friends and family a red envelope called a hongbao, which are typically filled with money. The act of receiving a red envelope is to invoke happiness and prosperity for the year to come.

Marketers should similarly reward loyal subscribers with special discounts and promotions to strengthen their relationship. Offering coupons to subscribers not only wishes subscribers luck in the New Year, it also helps marketers see an increase in ROI. Shopify found that merchants with coupons are 8 times more likely to make a sale. In order to capitalize on this year’s Chinese New Year celebration, marketers should offer discount codes that reflect the holiday with themed words such as loyal, lucky and fortune. Consider making these discount codes scannable so customers can use them in stores, and ensure they can be used online as well as offline.

As we enter the Year of the Dog, email marketers can align their stars to maximize the success of their programs. By developing a marketing planning calendar, sending at optimal times, and utilizing tools like segmentation and A/B split testing, marketers can create a strategy and content that builds brand loyalty and captures the interest of their subscribers. They should continue to experiment and develop content that can increase ROI, building good fortune for the new year ahead.

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Adikteev raises $12 million for its mobile marketing platform

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 French startup Adikteev raised a $ 12 million funding round led by Ring Capital and BNP Paribas Développement, with existing investors ISAI, Ventech and Laurent Asscher also participating. It’s also worth noting that it represents Ring Capital’s first investment after raising its initial $ 170 million fund. Adikteev is an adtech startup that previously acquired Motion Lead, a… Read More
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Upstream Unveils Evolved Mobile Marketing Promotions Offering ‘Next Gen Promos’

Mobile commerce platform Upstream has just announced the launch of Next Gen Promos, an evolution of its existing marketing promotions.

The service, we’re told, now offers integrated social media sharing, and the ability to boost interactions over web, SMS and apps, which allows 100% of an operator’s userbase to engage with fun and interactive promotions.

As highlighted in Upstream’s 2017 Digital Services Emerging Markets Report, conducted with Ovum, 72% of consumers state that digital services are an important factor in deciding whether to stay with a network operator.

The innovative gamified user experience is unique to emerging markets. By adding Next Gen Promos to their portfolio, mobile network operators can raise their ARPU significantly through increased user engagement and improved customer retention.

Regarding the news shared with MMW, Chrysa Karamanidi, Head of Product at Upstream commented; “The recent explosion in the use of smartphones across emerging markets has brought us both opportunities and challenges. There are now more users than ever before who are able to access rich content on their devices, but at the same time, the range of devices being used is also the broadest it has ever been.”

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Sponsored Data Can Evolve to Take Mobile Marketing to New Places, Says Strategy Analytics

Sponsored data and data rewards offer a strong win-win-win opportunity for mobile operators, sponsors and the right user segments, says Strategy Analytics.

According to the prominent firm’s newest report — “Can Operator Collaboration On Sponsored Data Lead to Success?” — while initial prominent launches of sponsored data offerings by AT&T, Verizon Wireless, and Telefonica caught attention in the last few years, sponsored data is still at an early stage and Communication Service Providers (CSPs) around the world have been grappling with how to adopt and grow sponsored data offerings.

As for challenges and noteworthy developments, here’s what the organization tells us in a provided report summary:

Challenges: Fragmentation of operator offerings has limited early stage growth and awareness among brands and other sponsors, while increased size of data bundles in mobile service and widespread availability of Wi-Fi in some countries has raised doubts among operators in many advanced data markets as to the perceived value of sponsored data for consumers.

Developments: The sponsored data ecosystem is progressing with additional value creation with analytics and feedback loops for campaigns and collaborative efforts focused on ease of onboarding for CSPs and sponsors. This can be seen in Catalyst activities at the TM Forum that involve Orange, Datami, Comptel (now part of Nokia), Sigma, cloudsense and cloudstreet, as well as collaboration between Syntonic and Tata Communications for a cross-operator sponsored data exchange model. The recent acquisition of sponsored data/data rewards pioneer Aquto by Mavenir showcases the value CSPs and their vendors see on new types of monetization opportunities.

“Strategy Analytics estimates mobile advertising revenue reached US $ 80 Billion at the end of 2017,” says Nitesh Patel, Director of Wireless Media Strategies at Strategy Analytics. “Sponsored data should be considered as part of a broader advertising strategy to position CSPs as an alternative destination to big web scale companies like Google and Facebook for mobile advertising dollars. Raising awareness and providing proof points of the results that can be achieved by brands with sponsored data campaigns in each market and for specific use cases remains important—we encourage CSPs to work together and with associations to increase awareness of the benefits of sponsored data and data rewards.”

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SOCi Touts 100% Revenue Growth as Location-Based Social Marketing Business Excels

SOCi, a global leader in social media and reputation management for multi-location brands, recently announced several growth milestones, including YOY double-digit growth and numerous awards and accolades, further cementing the company as “the go-to social media SaaS platform in the rapidly growing location-based social media marketing landscape.”

According to a statement emailed to MMW, most recently SOCi received the prestigious Local Visionary Award for “Best Solution for Multi-Location Retailers,” hosted by Street Fight, that celebrates brilliant and intrepid organizations who are moving the local marketing technology industry forward with creativity, ingenuity and success.

This award comes on the heels of winning the 2018 Winter IMPACT Award for its blog community and engagement – largely focused on educating marketers on how to leverage location-based social media marketing to drive strong business results. Earlier in the year SOCi was named among the Top B2B Tech Companies in San Diego by G2 Crowd, a leading peer review site for business software.

SOCi also recently appointed industry veteran, Monica Ho as its Chief Marketing Officer. As CMO at SOCi, Monica will employ her over 20 years of integrated marketing and technology experience to spearhead initiatives that will result in overall company revenue growth and increased brand presence and awareness.

Per the company’s assessment of the current market landscape, location-based social media marketing is a widely underserved but rapidly exploding growth category for marketers. An area increasing in importance as seen in recent developments and announcements from the top tier social players who are showing strong favor to more locally relevant and engaging content over generalized content.

“2017 was a tremendous year for SOCi,” said CEO and Founder, Afif Khoury. “Through strategic partnerships, ongoing product developments, and hiring the best and brightest in the industry, SOCi has strengthened its foothold in a very niche and important social media space. In just the last 12 months we’ve seen a significant increase in the importance of localized content and engagement,” said Khoury. “With Facebook’s recent algorithm update, the need for actual meaningful engagement via content, as well as highly targeted ad campaigns and strategies are more important than ever. Thanks to our innovative and proprietary solutions we will continue to help multi-location businesses grow and remain relevant.”

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