I was just featured on Northwestern University's thought leader series on digital marketing. The topic was how retailers are embracing digital as fast as possible to not only counter the Covid crisis, but improve the customer's UX in the process.
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It’s easy to market to loyalty program members; their extensive history with your brand provides you and your marketing team with the necessary data to know what they love, what they hate, and what they’re probably in the market for next. That said, how do you extend that same level of customer service to your newest customers, or even those who haven’t made a purchase yet? In 2020, everyone is looking to AI for marketing help. Sure, a great marketing platform can help segment your database and schedule your content, but it can’t perform at its best if the customer data in your database is a little lackluster.
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Marketer's Guide to Effective Email Part 1:
The most successful marketers leverage email to strengthen the bond with their best customers. Customers seek out brand emails in a cluttered inbox. Customers feel like they are having a conversation with the brand. We have spent years analyzing email strategies from the best marketers in the world to uncover five things that make them great:
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By Roy Wollen, President, Hansa Marketing Services.
New customers are either loyal advocates in training or a hole that will drain company resources from the moment they land in your database. Taking the long-term view of customer acquisition programs will give you tools to identify both types.
Avoid those Pesky One-Time Buyers
The sad truth in our industry is that most new buyers never blossom into loyal fans and customer advocates. In fact, the majority of new customers never even buy twice.
Different offers, channels, or seasons attract a different crop of new buyers. You would think it would be relatively simple to predict who will blossom and who won’t. We certainly put a lot of resources into marketing communications from welcome kits to catalogs to e-mails - you name it.