Connect with us

Business Marketing

Email marketing tools still not being used adequately by most businesses

Email marketing is used by nearly every brand on Earth, but many fail to do so effectively, ignoring the most basic options of their email marketing provider.

Published

on

email marketing

email marketing

Brands are still not adequately email marketing

The way companies are using email marketing these days leaves much room for improvement, according to a study by marketing research and consulting firm, The Relevancy Group.

The study revealed that email marketers are not adequately using consumer data to segment and target audiences, using mostly demographic and geographic data and ignoring other important data attributes.

bar
The survey found that marketers are relying solely on unsophisticated metrics for customer segmentation, even though more advanced metrics are available. For example, tracking customer email clicks and email open rates is relatively simple, and yet most marketers surveyed are not using this kind of data to inform new marketing campaigns.

Half don’t even maintain centralized data

As a matter of fact, far less than half of respondents to the survey maintained a centralized data repository for all client data. Of marketers maintaining centralized customer data, only 28% of those used data from across multiple channels to create records for each customer.

A similar study by Adobe for the Direct Marketing Association found that less than half of North American digital markets use information from channels other than email to inform their email campaigns.

Priorities are still out of whack

While most respondents to the Relevancy Group study said that they were making segmentation and targeting a high priority for 2015, only small percentages of respondents made the same commitment to other useful email marketing tools, such as analytics, centralizing customer data, and making customer data actionable.

The Relevancy Group gives the overall impression that most email marketers are not taking advantage of the most up-to-date marketing techniques, data sources, and analytics. The Relevancy Group encourages the use of predictive analytics, segmentation, and other practices that contribute to better email targeting and personalization.

Although these techniques are currently being underutilized, the report also indicates that these techniques are relatively simple. Browse AGBeat to find many helpful articles about marketing tools that may help improve your next email marketing campaign.

#EmailMarketing

Ellen Vessels, a Staff Writer at The American Genius, is respected for their wide range of work, with a focus on generational marketing and business trends. Ellen is also a performance artist when not writing, and has a passion for sustainability, social justice, and the arts.

Continue Reading
Advertisement
6 Comments

6 Comments

  1. Pingback: Email marketing tools still not being used adequately by most businesses – AGBeat | Business Conception

  2. Pingback: Email marketing tools still not being used adeq...

  3. Pingback: Email marketing tools still not being used adequately by most businesses | ????

  4. Katie

    April 30, 2015 at 4:30 pm

    The success of an email campaign is largely based on how well you’ve segmented your list. A segmented list means you understand your audience beyond the standard demographics and therefore can create content specifically targeted to them. And it has been well proven that targeted, tailored email content generates more leads!

  5. Pingback: Use Data to Boost Your Email Marketing ROI - Rep Cap

  6. Pingback: What companies expect of email marketing over the next five years - The American Genius

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

10 inspirational print brochure examples

We believe that print is nowhere near dead, it is just changing as things go digital, and only the best stand out.

Published

on

Below are 10 inspirational print brochure examples that show print is not only alive and kicking, but when infused with a bit of creativity, can make an enormous impression. Gone are the days of horrid clip art and walls of text that overwhelm. Clean typography and design are the name of the game, and added flair can go a long way. Here are some ideas to get you started, click any of the images below to see more photos of each campaign and to dig deeper:

Craft Beer Field Guide

With this fold up brochure guiding Madison’s Craft Beer Week attendees, a vintage vibe is created through color and typography choices, with an emphasis on function and ease of reading. The guide is so enchanting, it is likely that most attendees kept the brochures, a dream for any designer or marketing team!

Italian Loft Brochure

In this Italian Loft Brochure, a classic Tiffany & Co styled blue and chocolate brown highlight the features of this luxury loft community, and is presented in a beautiful, heavyweight cardstock cover that keeps all additional papers that come along with tours. It’s more than just the brochure’s design, it’s the presentation, simplicity, and choice of materials that is eye catching about this print brochure.

Campaign for Freedom

Expressing the dire situation in North Korea, this campaign brochure uses simple to digest infographics and keeps to four colors – black, white, red, and yellow. It is effective for sticking to the point and using bold graphics.

Gourmet Natural Foods

Retailers often go overboard either by offering too many walls of words and facts, or by trying to be clever. Instead, this company’s design focuses on the simple ingredients that goes along with their streamlined, organic-looking containers. This brochure makes you want to go start eating hippie food, even if you’re a cow eater, just because it’s so aesthetically pleasing!

Graphic Designer Portfolio

When a seasoned graphic designer shows off, you can be sure that their presentation will never be an aged headshot of them with bullet points of their accomplishments. No, graphic designers show instead of tell, as below:

Typefamily Brochure

When introducing a typefamily to the world, a designer can choose to slap up a website, or go the traditional, and more elegant route of printing a type booklet explaining the type and giving buyers of the typefamily (font) a closer look at what they are buying. Brilliant.

Yahoo! Brochure

Yahoo’s brochure is a reminder that simple design elements can go a long way – a folding tab, white space, ditching clip art, and keeping consistency between pages all work in harmony to create a quality print brochure.

Antique News Format

In a very clever move, this commercial and residential space is being sold in the form of a large, folding antique- looking newspaper, complete with appropriate fonts and an antique layout, with surprisingly sharp and never cheesy images.

Architect’s Timeline and Story

Promoting an architect’s impressive timeline and story, this print campaign shows the power of red, black and white, making a dramatic impression at a quick glance. Using high quality photography and traditional movie poster tricks, the campaign is stunning.

Our Favorite: Lennar’s Old School Fun

Lennar’s new “Spencer’s Crossing” community brochures got a touch of old school, making the brochure a game that anyone can play. It’s more than a gimmick, it is consistent with their collateral that appeals to the youthful nature of the product and area.

Continue Reading

Business Marketing

Use the ‘Blemish Effect’ to skyrocket your sales

(MARKETING) The Blemish Effect dictates that small, adjacent flaws in a product can make it that much more interesting—is perfection out?

Published

on

blemish effect

Presenting a product or service in its most immaculate, polished state has been the strategy for virtually all organizations, and overselling items with known flaws is a practice as old as time. According to marketing researchers, however, this approach may not be the only way to achieve optimal results due to something known as the “Blemish Effect.”

The Blemish Effect isn’t quite the inverse of the perfectionist product pitch; rather, it builds on the theory that small problems with a product or service can actually throw into relief its good qualities. For example, a small scratch on the back of an otherwise pristine iPhone might draw one’s eye to the glossy finish, while an objectively perfect housing might not be appreciated in the same way.

The same goes for mildly bad press or a customer’s pros and cons list. If someone has absolutely no complaints or desires for whatever you’re marketing, the end result can look flat and lacking in nuance. Having the slightest bit of longing associated with an aspect (or lack thereof) of your business means that you have room to grow, which can be tantalizing for the eager consumer.

A Stanford study indicates that small doses of mildly negative information may actually strengthen a consumer’s positive impression of a product or service. Interesting.

Another beneficial aspect of the Blemish Effect is that it helps consumers focus their negativity. “Too good to be true” often means exactly that, and we’re eager to criticize where possible; if your product or service has a noticeable flaw which doesn’t harm the item’s use, your audience might settle for lamenting the minor flaw and favoring the rest of the product rather than looking for problems which don’t exist.

This concept also applies to expectation management. Absent an obvious blemish, it can be all to easy for consumers to envision your product or service on an unattainable level.

When they’re invariably disappointed that their unrealistic expectations weren’t fulfilled, your reputation might take a hit, or consumers might lose interest after the initial wave.

The takeaway is that consumers trust transparency, so in describing your offering, tossing in a negative boosts the perception that you’re being honest and transparent, so a graphic artist could note that while their skills are superior and their pricing reasonable, they take their time with intricate projects. The time expectation is a potentially negative aspect of their service, but expressing anything negative improves sales as it builds trust.

It should be noted that the Blemish Effect applies to minor impairments in cosmetic or adjacent qualities, not in the product or service itself. Delivering an item which is inherently flawed won’t make anyone happy.

In an age where less truly is more, the Blemish Effect stands to dictate a new wave of honesty in marketing.

Continue Reading

Business Marketing

A personalized daily digital marketing checklist

(MARKETING NEWS) For all businesses, it is not only essential to develop an digital marketing strategy, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit. This app can help.

Published

on

clearpath digital marketing

There is no doubt that starting your own business can be overwhelming. Along with promoting your business at events, meetings and in person, digital marketing strategies play a key role in the success of a company. For all businesses, it is not only essential to develop an online presence, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit.

Simply creating a website and Facebook page for your business is not enough. However, software tools can help simplify digital marketing. ClearPath is a tool that organizes and creates tasks to optimize your online marketing. By creating to-do lists for you based on your online marketing strategy, you can focus on the areas of marketing that improve your business, all the while receiving useful tips and advice.

Using ClearPath is pretty straightforward and only requires one prerequisite. Before beginning, you must have a website.

If you are already lost, don’t panic. ClearPath can help you develop an online presence. Once your website is linked up, you get to choose the marketing channels that you would like to focus on. These include Search Engine Optimization (SEO), email, social, content, analytics, local, pay-per-click (PPC) and Conversion Rate Optimization (CRO). Again, if you are lost, ClearPath is there to help you strategize.

After ClearPath analyzes your site, they start sending you customized tasks based they believe can improve your online marketing.

As you finish each task, you can simply check it off and it will disappear. New tasks will appear each day, and some may even repeat as they need to be updated.

Whether you are well-versed in digital marketing or not, staying updated with the newest ways to optimize your business online is a constant struggle. Tools like ClearPath give people a place to start. Although I don’t think it can supplement an active and experienced digital marketer, it is a tool that can help small businesses that cannot afford to add to their team yet. At the end of the day, it aims to save you time. And since time is money, your business will hopefully be more profitable.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!