5 Trends for Designing an Effective Customer Onboarding Strategy

Join David Daniels, The Relevancy Group  and Joel Book, ExactTarget Marketing Cloud

Date: August 26, 2014 at 12:00 – 1:00 PM EDT
Speakers: David Daniels, Founder and CEO, The Relevancy Group
Moderated by: Joel Book, Principal, Marketing Insights, ExactTarget Marketing Cloud

INSPIRATIONS WEBINAR: Why do you need a good onboarding strategy? A successful onboarding program can drive adoption, resulting in lower customer attrition and higher customer satisfaction. No matter what a customer’s first touchpoint with your brand is, focus on using the momentum of that first experience to deepen the relationship and future success.

The Future is Now Webinar Series
Creating 1:1 Customer Journeys
The ExactTarget Marketing Cloud is here to help you learn how to start connecting with your customers in a whole new way. Over the next 6 months, we will host a series of 11 webinars designed to inspire and demonstrate how to make the most out of every customer interaction of the customer lifecycle by creating personalized, cross-channel customer journey that will deliver an exceptional brand experience! After this webinar series, you will be able to:

Strategically think about your customers journeys
Effectively onboard new subscribers
Retain customers by building personalized 1:1 conversations
Utilize the ExactTarget Marketing Cloud to its fullest potential

Register 

The Marketer Quarterly Issue 3 – Social Media Marketing

Introducing the latest issue of The Marketer Quarterly which covers the social media marketing challenges and opportunities facing marketers today. In this issue of our digital magazine that you can enjoy for free with registration, you will find many stories, strategies and tactics to help organizations of any size optimize their social marketing presence.

The Marketer Quarterly - Issue 314

The signature piece in the magazine is an excerpt from The Relevancy Group’s exclusive Consumer Social Survey. The survey provides understanding of consumer behavior with feedback from more than 1,000 consumers, aged 13 and older. The research unlocks new insights into how consumers are using social networks. For instance, findings reveal that overall 88% of U.S. survey respondents to The Relevancy Group (TRG) Consumer Survey, state that within the last 30 days that they actively participated on Facebook.

In the issue, General Mills shares their social strategy for Lucky Charms; Coldwell Banker and Sweet’N Low reveal the power of online video for audience growth; Nordstrom and Zappos discuss social shopping; and NASA talks about managing hundreds of social accounts. For the main feature, our editorial team rides alongside the CMO of LinkedIn. Practical columns give tips on how to best approach marketing on social networks.

Get the latest issue of The Marketer Quarterly.

The Marketer Quarterly Has Apps

Take The Marketer Quarterly with you! Download every issue on your phone or tablet. Get our free Apps, The Marketer Quarterly is now available through apps for Apple, Google and Amazon phones and tablets. Download them here for your Apple Devices iTunes, Android Devices via Google Play and Amazon Kindle Devices

Analyst David Daniels serves as the magazine’s publisher. Experienced journalist Dianna Dilworth is the magazine’s editor. Services leader Chris Marriott contributes to a number of columns.

Subscribe to The Marketer Quarterly for free at http://www.marketerquarterly.com

For More Information:
Contact: The Editor or The Publisher

The Marketer Quarterly Issue 2 – All About Mobile

Introducing the latest issue of The Marketer Quarterly which covers the challenges and opportunities facing marketers in today’s mobile economy. In this issue that you can enjoy for free with registration, you will find:

The Marketer Quarterly-Issue 214

• An excerpt from The Relevancy Group’s Consumer Mobile Survey. The research unlocks new insights into how consumers access their email and interact with marketers on mobile.

• Gilt shares the inside story on their mobile app business.

• Trulia explains why TV makes sense for a digital company.

• Gamestop reveals their secrets to omnichannel success.

• FedEx gives marketing leadership insights.

• Our editorial team rides alongside the CMO of The Weather Channel.

• Plus you’ll find Practical columns on the tablet trend paradox, wearable marketing potential, mobile makeovers for ESPs and tips on optimizing for mobile.

The Marketer Quarterly Also Introduces Apps

Take The Marketer Quarterly with you! Download every issue on your phone or tablet. Get our free Apps, The Marketer Quarterly is now available through apps for Apple, Google and Amazon phones and tablets. Download them here for your Apple Devices iTunes, Android Devices via Google Play and Amazon Kindle Devices

Webinar – Addressing the Impact of Data Quality in Omnichannel Marketing

Experian Data QualityJoin The Marketer Quarterly and Experian Data Quality on Thu, Jun 12, 2014 1:00 PM – 2:00 PM EDT  for this free webinar on Addressing the Impact of Data Quality in Omnichannel Marketing

Customers who interact across multiple channels spend more than their single channel counterparts. With that in mind, it’s imperative that marketers tie data collected across interaction points, segment their database and speak directly to those high value consumers.

Eighty-seven percent of companies engage in cross-channel marketing. However, 83 percent admit that they face challenges in this area of their operations. Join Experian Data Quality and The Marketer Quarterly to learn how customer data quality impacts the effectiveness of omnichannel campaigns. We’ll review the prevalence of customer data errors, the effect of those mistakes and ways marketers can overcome these obstacles to improve marketing results.

Join us to:
• Gain insight into existing customer data quality perceptions and strategies
• View benchmarks around data capture and management
• Hear strategies to enhance customer data accuracy and improve omnichannel efforts

REGISTER FOR FREE

Webinar Date:  Thu, Jun 12, 2014 1:00 PM – 2:00 PM EDT

Moderated by: Dianna Dilworth, Editor –  The Marketer Quarterly

Speakers:
Jennifer Levin, Marketing Manager – Experian Data Quality
Rishi Patel, Strategic Technical Manager – Experian Data Quality
Collin Thigpen, Enterprise Account Director – Experian Data Quality

About The Speakers and Moderator:
Jennifer LevinJennifer Levin, Marketing Manager – Experian Data Quality
Jennifer is a strong advocate for cross-channel communications and has experience with strategy development, campaign planning and execution, and go-to-market effectiveness. She has firsthand knowledge of the impacts of data quality and works across the business to drive thought-leadership and prospecting efforts.

 

RishiRishi Patel Patel, Strategic Technical Manager – Experian Data Quality
Rishi has spent the last seven years working with clients to fulfill their data quality needs. Through his efforts, he has built considerable insight into the data quality market, specifically how organizations rely on customer data for commercial success. Rishi now works exclusively with our highest value accounts, providing market insight, data management advice, and implementation and usage best practices.

 
Collin ThigpenCollin Thigpen, Enterprise Account Director – Experian Data Quality
Collin is responsible for improving data quality and effectiveness within the enterprise market. He directs organizations on best practices associated with data capture, usage, and management, helping his clients recognize a host of benefits that drive cost reductions and business growth. He brings over 5 years of data management expertise along with close to 10 years of experience in solution selling and account management.

 

Moderated by Dianna Dilworth – Editor of The Marketer Quarterly

Dianna Dilworth

Dianna is a business journalist who has been covering marketing for more than a decade. A veteran business reporter with experience producing magazines, blogs, videos and online news. Dianna has served as Associate Editor at Direct Marketing News, and Editor at Mediabistro. Her byline can also be seen in Businessweek, MediaPost and The Architectural Record. Beyond writing, Dianna is a documentary film maker, her second film “Mellodrama” was an ‘OFFICAL SELECTION’ in Madrid, Buenos Aires and other festivals around the globe.

DMNews Interview Q&A: David Daniels, A Renaissance Man

Direct Marketing News

I was recently interviewed by DM News, if you missed it, here is a copy.

Q&A: David Daniels, A Renaissance Man

We’ve all heard that email is dead. But David Daniels, CEO and co-founder of marketing education and advisory service provider The Relevancy Group, says email is here to stay. I sat down with Daniels at ExactTarget’s Connections ’13 conference, and discussed which email marketing metrics and trends are here for good.

How would you describe the year of 2013 to 2014?

I would describe it as the renaissance for email. People finally understand that it’s not going away. It’s here to stay. At The Relevancy Group, we like to think about it like our digital fingerprint because we need an email address to pretty much do anything or everything. Are people interacting with email less? No. On the desktop computer maybe. All the things in mobile have really fueled [the renaissance].

Are there any common email practices today that really make you cringe?

There are a number of people that [don’t] actually use the data that’s available to them and actually test. There’s so much opportunity out there. In our market research, we do surveys every month. And still, the number of people that use click behaviors as a segmentation attribute—have you clicked, haven’t you clicked—it’s still only about a quarter of marketers who actually use that data…Those are things that make me cringe: Why aren’t more people doing that? The other thing is testing. We still only see about one-third of marketers—and that number is pretty consistent year to year—do even basic A/B testing. I think part of the reason for that is it’s a time and material issue. There’s just not enough hours in the day.

When marketers buy technology, it’s usually best-of-breed. What are the advantages and challenges?

The integration of that data or the time it takes to get that data [is a challenge]. Some of our large retail clients have to go and fill out a statement sheet even before the data gets pulled to say “this is my ROI statement of why I want to see that data out of that repository…” You have to go through all these layers and hoops. That’s about a week before you actually get the data that you think you want. Then when you get it, you might think this isn’t actually the data that I was looking for.

What’s one channel that email complements particularly well today?

It’s certainly social in both directions: Being able to use social as a platform to acquire new email registrants but to also use email as a push channel to say ‘you just bought this, can you go do a product review on our website?’…Consumers again feel like they have a voice and they’re part of that process.

What’s one metric that you think marketers overhype?

Open rates would probably be one of those metrics because it’s flawed. It’s been flawed since email started…Why the open rate doesn’t really matter is because all of the images have to render. Most things are off by default. We know that about 40% of consumers turn images on. Now with the way that people are triaging their email on the mobile devices, that plays into it. It’s a rendering issue. It’s a good indicator if you see your opens drop off. That’s probably an indicator that there’s a deliverability issue. It’s good from that perspective as an alert. As far as a constant measure to look at or to benchmark people on across the industry, it’s a horrible metric…I would focus more on the behavioral things like clicks and click-to-open rates.

The Big Book on Content Marketing

The Big Book on Content MarketingIn The Big Book of Content Marketing, an Amazon Best Seller from Andreas Ramos you will find new tactics and strategies.  The lessons open with an excellent foreword by The Relevancy Group‘s Vice President of Services, Chris Marriott.  Lessons include …

Eighty percent (80%) of your online advertising doesn’t reach your audience. People delete cookies and block ads. How can you reach your audience?

Here, Andreas provides a new way. Your audience wants useful information. If it’s useful, they will share it. Use content marketing to give your audience what it wants. Based on real-world experience with Fortune 500s and Silicon Valley startups, this book covers:

* How Content Marketing fits into your marketing
* How to build your Content Marketing strategy
* Use Influencer Marketing to distribute your content
* Use SEO and PPC with your Content Marketing
* Metrics, tracking, and business goals for Content Marketing

Get competitive, Read it Today!

 

Marketing Analytics, Optimizing the Connected Customer Experience

ClickZ

   This is an excerpt from my recent ClickZ column.  

Given the number of channels that email marketers must work with and the continued growth of mobile as a consumer viewport, I sat down with Christopher Nash, senior business optimization consultant at Sitecore, to get his perspective on strategies to build a successful campaign.

David Daniels: Tell me about how your clients utilize web analytics to improve email relevance.

Christopher Nash: Our clients are more and more thinking in terms of providing relevance for customer journeys instead of just email batches. The customer journey is about a variety of digital touches from multiple devices over time. What I hear our clients say is that they want as much visibility – from data – as they can get across these digital touches. I hear clients express frustration when they lose visibility for what an email recipient does when the recipient visits the website. Contrast that with the scenario where you have one analytics that captures data for customer journeys. Our customers get this ability. Suddenly there are new tools in the toolbox for email marketers. For example, in the early phase of the customer journey I see clients personalizing email content based on the digital behavior from the recipient’s recent website visits and conversions. I see clients increasingly seeing an email and website visit as a unified experience for the individual being targeted. The personalization – and increased relevance – used in the email continues to the website visit.

DD: Are you seeing more clients adapt their email deployments for consumption on mobile devices?

Read the rest of the interview on ClickZ