Monthly Archives: March 2019

Domo Debuts Marketing Apps, Unomi Now Apache Top Level Project, More News

Domo Debuts Marketing Apps, Unomi Now Apache Top Level Project, More News

Domo, a cloud-based operating system for business, announced the Domo Marketing Suite, it includes two newly released apps — Digital 360 and Campaigns. Domo Marketing Suite users can set alerts, join data from other departments, share information and collaborate. Domo also announced Domo Stories, a new feature

Continue reading...

Microsoft Teams Gets Major Upgrade, Gartner’s AI Predictions, More News

Microsoft Teams Gets Major Upgrade, Gartner's AI Predictions, More News

We have looked in some detail over the past few months at Slack, Slack’s upcoming IPO and Slack’s efforts to improve the platform and raise the stakes in the collaboration space. But Slack is not the only one that has been working to improve its offering. Redmond, Wash.-based Microsoft has

Continue reading...

Email Marketing: How to engage with your current prospects and drive more traffic to your site

Before you engage in CRO ideas that drive sales opportunities deeper into the funnel, many travel brands need to get customers from an email to their site. From our research into building a model of the customer’s mind, we’ve discovered a seemingly simple yet often overlooked email marketing tactic. (I’ve used three experiments from the travel industry as an example, but this discovery is broadly applicable to most industries).

Move your main call-to-action to the top section of your email, and make sure it’s clear and prominent

Remember, the goal isn’t to get the vacation package booking within your email — that’s the website’s job. Your goal is to get the click. As marketers, we often want to throw the kitchen sink at our prospects to spin the odds in our favor. I mean, they are bound to click on something at that point … right?

Wrong! Make sure your objective in your email is focused, and construct your calls-to-action accordingly. Too many options can overwhelm or confuse your prospects when they don’t know what to do. When your prospect doesn’t know what to do, they tend to abandon the email altogether.

340% increase in CTR by adding prominent CTA

Take an experiment we helped a river cruise company run. Its email had many “clickable” areas driving to the landing page, but it lacked a clear call-to-action (CTA) to invite the prospective traveler to take action. Without a prominently emphasized CTA, it is difficult for a reader to quickly identify a primary objective of this email communication.

By adding a yellow “See Offer Details” button near the top of the email that didn’t otherwise exist previously, we saw a 340% increase in clickthrough rate (CTR).

17% increase in CTR by moving CTA button to the top

In a similar test, a vacation brand had an email that actually did have a clear call to action, but it was hidden under a paragraph of copy mid-way through the email. By moving the button to the top and pulling out the most important value claims for the vacation, this version resulted in a 17% increase in clickthrough rate.

43% increase in CTR from reducing number of CTAs

Finally, here’s another A/B test example that we ran with another vacation provider where we saw a 43% lift in clickthrough rate. We reduced the number of CTAs and focused it on the key actions we wanted the prospect to take. We also made them much more visible to a prospect who is skimming dozens of emails. We continued to refine this tactic in two additional follow-up tests to fully optimize the email, which continued to compound the lift in clickthrough rate.

Bottom Line: Make the CTA a no-brainer

In email, we must recognize that our prospects skim dozens of emails in their inbox for flight deals, cruises, hotels and vacation packages. If you’re skilled enough to get the “open” from a compelling subject line, make the next micro-yes a no-brainer for your prospect.

There are many complex things you can do with email marketing from a technological and personalization perspective. But before you dive into those, the lowest-hanging fruit may be to simply test the clarity of the email “ask.”

Related Resources

Email Messaging on-demand certification course (from MECLABS Institute, MarketingExperiments’ parent research organization) — Take this course to capture more subscribers, craft effective email copy and convert email clicks to sales

Optimizing Email Capture: 9-point checklist to grow your email marketing list by minimizing the perceived cost of opting in

Marketing Chart: How vacation booking methods are being considered and used

The post Email Marketing: How to engage with your current prospects and drive more traffic to your site appeared first on MarketingExperiments.

Stop Managing Employees from the Conference Room: Move to the Front Lines

Stop Managing Employees from the Conference Room: Move to the Front Lines

Managers today shoulder more responsibility than ever before: Quarterly, weekly, even daily goals. Keeping existing clients satisfied while also bringing new ones on board. Maintaining budgets. And of course, they are challenged to build effective teams to execute business imperatives.

Continue reading...

The New Loyal Customer

What makes a loyal customer nowadays? You can no longer say that it is just a satisfied customer or even a repeat customer. Someone might fly the same airline all the time or use the same driveshare service but never recommend it to somebody else. Often times, repeat service comes down to convenience and familiarity, which is good, but not the same as truly instilling loyalty.  After all, if another option becomes more convenient, a customer will just as soon drop you and go with them.

Signs of True Customer Loyalty

Really, you are looking for a lifetime of customer value. You want customers loyal to you and always coming back, but not only that. You want to push them up the loyalty ladder from just being repeat customers. What are the signs that your services and products and the experience a customer has had with you has moved up that ladder?

  • Referrals: Someone spreading good of word about you is a strong indicator. This person is basically putting their own reputation on the line to recommend you.
  • Evangelizing: This is when someone not only gives you a referral, but they go out of their way to talk you up and try to find you new business.
  • Ownership. You know you have a loyal customer when they act like that they are basically a part of your business, going out of their way to support it and evangelize for you.
Advocate, Spokesperson, and All-Around Cheerleader

In today’s modern marketing world, CMOs find themselves pressed to show that their marketing efforts are generating revenue. Part of their efforts naturally involve trying to acquire new customers. While this is an area they should definitely focus on, it is not the only one.

CMOs should also see what they can do to instill more loyalty in the customers they already have. By doing so, they might be able to turn those customers into advocates for their business. They will be getting you referrals, doing what they can to preach the good word about you, and supporting you.

These customer advocates can might other people interested in you, and then you have a chance to turn them into customer advocates. It can be a self-perpetuating cycle that is to your advantage.

So, think about what you can to make someone into more than a repeat customer. Seek to delight them enough that they become your advocate, spokesperson, and all-around cheerleader. Never forget that there’s always value in loyalty.

Find out about “Streamlining the Customer Experience” to create an end-to-end experience that can blaze a path to purchase.

Download the guide

10 Ways to Measure the Success of your Customer Advisory Board Program

10 Ways to Measure the Success of your Customer Advisory Board Program

You've hosted your initial customer advisory board (CAB) meeting, followed up by sending the important materials to members, and kept your program going in-between meetings by hosting interim strategy calls  — what's next?   You’re now ready for the final step in your CAB program — measuring your success.

Continue reading...

3 Symptoms of a Fragmented Collaboration and Communication Ecosystem

3 Symptoms of a Fragmented Collaboration and Communication Ecosystem

Few people reach productivity nirvana easily … or often. People want options. So options they have received. In fact, the options have grown to such an extent in many cases that it is getting difficult for people to easily navigate all the apps and services at their disposal.

Continue reading...