Messaging & Automation

Lifecycle marketing: How to map it to your email campaigns – Email Marketing Article

Think about your favorite brands. Whether it’s Nike, Apple, Disney, or Google, they all have something in common. They’ve built really strong relationships with their customers. These companies aren’t just great at acquiring customers, they also invest heavily in nurturing sustainable relationships. It’s why we feel safe storing important data on Google platforms, or why there are always millions of people waiting to buy new iPhones. And it’s also why Disney has defined family entertainment for decades. There’s a term…

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Email newsletters: Why they’re effective and how to create your own – Email Marketing Article

99% of consumers check their email every day, so email newsletters are a way to get your product or service in front of customers regularly. Time to fire off some emails, right? Except the “if we build it, they will come” mentality doesn’t cut it anymore. Inboxes are crowded with other email marketers vying for the attention of the customer. And consumers are experiencing email fatigue on their end as well, spending approximately 28% of the average work week answering…

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Email marketing: A beginner’s guide to getting started – Email Marketing Article

Email marketing is one of the oldest and most important channels you can use to connect with your users. Why? The answers are all in the numbers. Among some very notable email stats, here are some that speak to the effectiveness of email marketing as a communication tool. In a 2016 study done by eMarketer, 80% of SMEs in the U.S. say that email marketing has helped convert customers and keeps them around for the long haul. Organic and paid…

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Behavioural targeting: How to use it to improve customer messaging – Email Marketing Article

What is behavioural targeting, and how can it improve customer messaging? To create better email experiences, marketers can use customer and product data to trigger personalized email marketing campaigns. After all, personalization creates more interest in your products and brand, providing customers with more relevant and insightful messages. According to McKinsey, organizations that use consumer behavioural insights outperform their competitors by 85% in sales growth and more than 25% in gross margins. So while it’s clear personalization is a very…

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How to use dynamic content to increase email engagement – Email Marketing Article

We’re living in a world where customers want to be treated as individuals rather than just names in a database. According to Salesforce, 84% of customers say that being treated like a person, not a number, is key to winning their business. And 70% of those customers view contextualized engagement, based on earlier interactions, as very important. Companies like Amazon, Netflix, and Spotify, have leveraged the power of personalization to spur rapid growth and increase user retention. For a long…

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Email deliverability: What is it and how to improve it – Email Marketing Article

You’ve spent a considerable amount of time designing your email program, and it’s beautiful. The adage “if a tree falls in the forest” rings true though, because what good is a beautiful email if it doesn’t reach an inbox? According to Return Path’s 2018 Deliverability Benchmark Report, 15% of emails around the world fail to reach subscriber inboxes. And it doesn’t just encompass spammy content. It includes emails such as newsletters and shipping notifications, emails that subscribers actually want to…

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How they work and how to set them up – Email Marketing Article

You’ve probably seen webhook integrations in a few of your applications, and you’re wondering what they are and if you should be using them. And it’s something to consider, as webhooks are growing in popularity. Data from Google trends shows how interest for webhooks has increased over the past five years. While it’s clear webhooks are in demand, what exactly are they? What is a webhook? Webhooks are one of a few ways web applications can communicate with each other.…

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Customer onboarding: A data-driven approach – Email Marketing Article

Customer onboarding is key to ensuring new users engage and experience value from a product or service. Using data to deliver a personalized onboarding journey can help customers experience value more quickly, and improve customer activation and retention rates. Much of Facebook’s early traction is attributed to what their VP of Growth, Alex Schultz described as creating a magical moment for their users. A magical moment, also known as an ‘aha moment’, happens when a customer realizes the value of…

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