Once again, the holidays are just around the corner. Do you have a plan of attack in place for your holiday promotions?
Marketing technology provider Constant Contact and research firm Chadwick Martin Bailey did a consumer study a year ago that showed 88% of consumers between the ages of 18 and 30 read their emails on smartphones, with 52% stating this was their primary device for doing so. This number has only increased over the past year, and will continue to grow rapidly as smartphones are evolving to become a necessary part of our daily lives.
Here are a few things to consider while creating holiday email campaigns:
- Is your promotion mobile friendly?
- Is it responsive and scalable?
- Are your images viewable on a smartphone?
- Is it concise, so you don’t lose your reader?
- Are there clickable buttons large enough for ease of use?
- Does a click in the email take the reader to a mobile-friendly site?
- What frequency will you use to reach your customer/audience?
- Have you considered weekly promotions throughout November and December?
- Have you thought about how to engage the reader?
- Selecting the right image is key to generating clicks and customer engagement.
- How will you quantify the results of your campaigns to determine their success and ROI?
- Remember to keep a broader channel view of results, considering all aspects, not just opens and clicks. Increased traffic from email campaigns can lead to more sales and long-term customers and should be considered as part of the success.
Take this tip from Amy Dusto at Internet Retailer: “Optimizing email for the busiest sales period of the year means adapting to mobile and social shoppers in an effort to stay connected to the many ways today’s customers read, view, and shop.”
Kathy DePue rules the Wild West of CT’s digital advertising, where she keeps a watchful eye on innovation and best practices (and patiently answers an epic number of emails). Raised in Haiti under missionary parents, Kathy has an adventurous heart and loves to travel.
Posted in Advertising Tips
As fall begins to loom, one marketing campaign sticks out from the summer. I know #ShareACoke has caught my eye; I cannot deny that as I pass the soda aisle I feel the need to look for my name among the jungle of coke bottles. I even searched online to find out how to buy them for friends and family. What can advertisers glean from the success of this campaign? Here are a few things to focus on:
- Keep it personalized
“We’re swapping our name with yours” is the opening line of the #ShareACoke webpage. The promise that Coke is giving up their logo and replacing it with your name was a great way to make the consumer feel he or she is buying something unique. Everyone has a name, making this campaign’s audience limitless. Even though they are only printing a limited number of names, they have come up with other opportunities for engagement. They also produce labels with more generic titles such as: BFF, Friend, Team, Hero, Family, Star, Legend, etc.
- Keep it affordable
The personalized soda is not only unique to the consumer, but is also affordable. Keeping the cost down gives more people the opportunity to participate.
- Provide opportunities for digital engagement
People are not only sharing a Coke physically but also virtually. Coke has developed different ways for their campaign to also perform in the digital/social media realm. Because Coke only prints certain names, they drive people online to create their own. You can type in your name to see if it’s sold in stores. If you’re like me, the search came up null: “Looks like your name isn’t in stores. On the upside, you must have a really unique name.” You then have the opportunity to create one virtually. When Coke tested the campaign in Australia, 76,000 virtual Coke cans were shared online not to mention a 870% traffic increase on their Facebook page.
- Encourage user-generated content
Whether it’s a baby announcement video or a friend’s post on social media when they find their bottle, this campaign begs for user participation. What’s better than having consumers market your product for you? The power of peer recommendations far outweighs the power of advertisements.
Posted in Advertising Tips
Here’s an encouraging article from Politico — An Unlikely Survivor in the Digital Age: Direct Mail. It’s good news about how direct mail advertising is holding its own…
Its obituary has been written over and over, but the political direct mail industry isn’t just still alive; it’s thriving.
In an era of highly targeted digital and TV advertising, political campaigns are still banking on an old-fashioned, mundane routine: Voters picking up their mail and leafing through it as they walk from their mailboxes to kitchen trash cans.
Campaigns, party committees and outside groups have spent at least $150 million on direct mail so far in the 2014 election cycle, according to a POLITICO review of Federal Election Commission reports and data compiled by CQ Moneyline. That total is just a snapshot, based only on expenditures that were categorized as a variation of “direct mail” or “mailer” and includes some postage and printing costs. Meanwhile, expenditures categorized as “digital,” “online,” “web” and “email” together totaled about $70 million.
Posted in Print Advertising
2014, so far, has brought many important and exciting opportunities to our ministry. One such is Leadership Journal‘s event series, LJ Live. Under the banner “Redeeming Work,” these six gatherings explore “the latest research and biblical scholarship on faith and work, and how to recapture a theology of vocation in today’s church.”
Each event is designed “to renew and fulfill our calling to the called,” in other words, to carry on the mission LJ has stewarded for decades: helping pastors shepherd better—in this case, focusing on their parishioners’ individual callings.
The series kicked off in March in Chicago at a glass-blowing studio. June saw the second event held in the Twin cities at Art House North. Next on the list are Denver in September, LA in fall of 2015, Pittsburgh in spring 2015, and one city TBA.
Check out the links above as well as here and here for further coverage of the events.
Contact us if your organization might be interested in sponsoring and participating in future events.
Andie Roeder Moody executes marketing and communications projects for the advertising department and oversees Christianity Today’s e-newsletters.
Posted in Advertising Tips
“Fred Reichheld of Bain & Company wrote a book in 2006 called The Ultimate Question. He and his colleagues did many years of market research, interviewing customers in a variety of ways to determine methods to increase customer satisfaction.
After several years of research with many thousands of customers, he concluded that the most important question, the one question that distilled all the other answers to all the other surveys, was this: would you recommend us to others?
They then instituted a one-to-ten survey. They would ask customers, “On a scale of one to ten, how strongly do you feel about recommending us to others?”
What Reichheld and his associates discovered was that 85% of their new business came from people who answered this question with a nine or ten on the scale.”
-From The Way to Wealth Part 1 by Brian Tracy
I have been with Christianity Today 15 years. As I write this blog today, I am extremely grateful for several things. I am so thankful for our increasing number of readers and impressions across our many different media platforms. I am grateful for our editorial team, that continues to produce content that honors God and stimulates Christians to influence our culture for Christ’s sake, and I am also so thankful for such a consistent large number of organizations, including publishers, higher education schools, non-profits, and more, who have been such faithful advertisers with our company for so many years.
We’re so thankful for those loyal customers—the type who’d be willing to recommend us. We strive to be worthy of that recommendation—to connect our clients to trustworthy resources and offer the very best in customer support. And it’s our hope that your advertising with us would reciprocate the same kind of loyalty in your customers, building your brand among our immense—and constantly growing—audience.
Walter is a veteran sales manager with a knack for finding win-win solutions.
Posted in Advertising Tips
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