We have finally reached the end of our workout. Congrats! This is the final part of a five-part blog series that gives strategic advice on how to optimize your email marketing strategy to attract and retain customers. For a quick refresh and warm up, check out parts one, two, three, and four.
Back-to-school shopping is in full swing, and everywhere you look there is another advertisement or email pushing the latest and greatest items for the upcoming school year. Marketers get caught up in communicating their products and deals, but what ultimately matters is how consumers respond. To that end, we surveyed parents and students who plan to go back-to-school shopping this year, asking about their back-to-school shopping behavior and how they changed from last year.
“The reports of brick-and-mortar’s death have been greatly exaggerated.” – Augie MacCurrach
News about brick-and-mortar retail has been dismal. Each week, it seems like more brands are shutting their doors. There is an influx of news articles trying to explain the death of brick-and-mortar, blaming millennials, technology, and the rise of ecommerce for store closures. These articles paint a grime picture of American retail today, with abandoned shopping malls and record-high retail job loss.
For many marketers, organizing data into individual customer profiles is common practice. Organizing information in this way makes it easier to look up information about customers, and target them with personalized communication. But how much information does your customer profile truly have about your customers?
Email marketing is like going to the gym. You get stuck in the same routine, and get complacent with the results. Unless you’re being strategic about how you’re working out, then it’s not going to provide any sort of benefit or payoff. By making small changes, either at the gym or in your email strategy, you can see a huge change in your ROI.
A recent article in the Wall Street Journal discusses luxury brands’ digital transformation, an industry typically known for high-quality, high-glossy magazine ads. In “Magazine Ads Go Out of Fashion” (Appeared in print on June 10, 2017), Matthew Dalton highlights the transition of luxury brands’ advertising model from print magazines to digital. Gone are the days of Vogue, Marie Claire, or Glamour being filled with glossy advertisements for luxury products. Luxury brands like Gucci, Prada, and Louis Vuitton are seeing the benefits of allocating part of their budget to digital advertisements and social media.
In this month’s Humans of CP, we’re speaking with Jenny Lum, our Marketing Analytics Team Lead. Jenny graduated from Bryn Mawr College in Pennsylvania with a degree in psychology, and has been part of the CP team for 7 years. Today, we’re chatting with her to learn more about her position, and her interests outside of the blue and orange walls.
We are living in the age of Big Data, where 2.5 quintillion bytes of data are created each day. Data comes in every form and tells us everything we need to know about customer shopping habits and preferences, and retail marketers can and should use this data to create a better shopping experience. Customer data allows retailers to see a customer’s browsing and purchase history, send personalized emails, or check out a customer’s loyalty rewards, just by collecting information as the customer shops.