Monthly Archives: January 2017

Why So Many Large Companies Stink at Innovation

Why So Many Large Companies Stink at Innovation

Coca Cola recently closed it's Founders start-up incubator, citing difficulties in combining start-ups and the corporation.  No doubt a substantial investment to walk away from. But connecting innovation incubators, specialist R&D units and innovation teams into the wider workforce rarely meets with success.

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How Sermo increased the opt-in rate for a rented list by 197%

Are rented lists effective? What can I expect for a conversion rate on one? Are my emails even getting read when I rent a list?

These are all good questions, and the answer is…

It depends.

The best we can do is look at what other people have done and try to apply similar principles to our rented email list campaigns.

With that in mind, here’s one campaign run by a company called Sermo. Sermo is a physicians-only social network that charges pharmaceutical companies for access to their audience.

It begins with a rented list from Fierce Pharma.

Sermo wanted to use some survey data that they had gathered from their audience as an opt-in offer for an audience of pharmaceutical companies.

Serma pic 1

Once the audience clicked on the download button, a pop up showed that asked for email and information.

Sermo ran several tests with single article emails, and the results came up inconclusive over and over again.

What they found, however, when they looked closely at the metrics of those tests is that each campaign’s conversion rate varied widely.

Serma pic 2

That told the team that the main thing affecting the conversion rate on these emails was the content itself.

The team hypothesized that if they created a send with different content options in the same email, the opt-in rate might improve significantly. So they created a treatment email and tested it.Serma pic 3


They found a significant increase in opt-in rates for people who clicked twice on the email (their most qualified prospects).

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By examining the data in their rented list campaigns and creating an informed hypothesis, the team at Sermo was able to increase email capture rate by 197% on their most qualified prospects.

Here’s the full case study for you to use in your own presentations…

You might also like:
Download the free Quick Guide to Conversion Rate Optimization
Are Letter-Style Emails Still Effective?
Email Messaging Test: 104% increase in conversion from rented list
Email Conversion and Lifecycle Messaging: How Marriott Rewards generated 86% more email-driven revenue

Slack Enterprise Edition Aims for Microsoft, Other Big Collaboration Competitors

Slack Enterprise Edition Aims for Microsoft, Other Big Collaboration Competitors

Slack took aim at large businesses — and some of its biggest competitors — with today's unveiling of a new enterprise edition. At a live event in its hometown of San Francisco, representatives from the team collaboration tool demonstrated Slack Enterprise Grid, which allows global teams of up to 500,000

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Elcom Promises ‘Effortless’ Enterprise Collaboration in Version 10.5

Elcom Promises 'Effortless' Enterprise Collaboration in Version 10.5

Sydney-based Elcom's latest version of its digital transformation platform includes added collaboration features, extensibility points and API resources. Josh Anstey, customer solutions director for Elcom, said today's update will help teams collaborate and "build an effective digital workplace experience." The .

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Your Mobile Ecommerce Strategy: Smart, Focused and Personalized

Your Mobile Ecommerce Strategy: Smart, Focused and Personalized

Personalization can play a big part in any mobile ecommerce strategy, but only if you remember the golden rule: personalization is a two-way street.  For your customer, it’s a way to receive relevant content and offers so they can make decisions more quickly.

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Pick Workplace Communication Tools That Make Employees’ Lives Easier

Pick Workplace Communication Tools That Make Employees' Lives Easier

New and emerging communication channels continue to jockey for digital workplace supremacy.  Slack remains the current trendy choice, but Microsoft Teams is pushing into its territory.  Meanwhile old, busted — yet reliable — email keeps running thanks to all of the new and improved engines in the cloud.

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To Be Agile CMOs Must Align Digital and Traditional Marketing Strategies

One of the definitions of the word align is to bring into cooperation or agreement with a particular group. According to the findings of a newly-released survey, presented by The CMO Club in partnership with Accelent Consulting and Oracle Marketing Cloud, CMOs the world over would be wise to bring into cooperation digital and traditional marketing. 

An attribute of digital excellence that emerged from the survey was the ability to align digital strategies – within marketing and across all business functions. Although all respondents indicated that traditional and digital marketing strategies are at least “somewhat aligned," only 12% claimed "complete alignment."

But, in world-class performers, the level of alignment was found to be much higher. All world-class respondents felt that digital and traditional marketing was "well aligned" and close to two-thirds claimed that it was "completely aligned."

This distribution is similar for broader organizational alignment of digital marketing with digital activities in other functions. Looking at the overall numbers, the vast majority of respondents claimed that the digital marketing organization is "well aligned" with other functions but only 9% claimed that it was "completely aligned."

Once again, in world-class organizations, three-quarters of respondents claimed that digital activities between functions were at least "well aligned and a staggering 42% claimed they were "completely aligned."

Singles Only

No, this is not about the latest dating site or the next chapter meeting of your local community association. This is all about the inherently important need for your organization to have a single customer identity that unites behaviors across digital and traditional channels into one comprehensive profile.  

Today, certain technologies can link all the unique cross channel identifiers of a customer back to a single unique identifier. Once you have a single unique identifier, you can really know who your customers are across all channels, and begin to:

  • Personalize interactions based on channel preferences and behaviors.
  • Reach a more precise level of targeting and segmentation by using cross channel behavioral information in real time.
  • And most importantly, integrate cross channel communications and speak to each customer with a single voice regardless of channel. 

Many marketing technology vendors can execute on some aspects of personalization. And some might even be able to help marketers target their customer better. But the ability to actually use personalization and targeting to integrate cross channel communications differentiates Modern Marketing solutions from other, less comprehensive alternatives.

By unifying cross channel identities and creating campaigns on a scalable cross channel program canvas, the right technology empowers marketers to reach new levels of digital sophistication. 

Reach For This

While you're reaching for new levels of digital sophistication, reach for and download Digital Agility Survey: CMO Insights on the Journey Towards Digital Agility and get insights directly from your fellow CMOs and marketers as to how they stay agile in our digital world.