From evolving inboxes to rising mobile usage to increased marketing technology sophistication, there was no shortage of hot topics in the marketing world in 2013. To help keep marketers informed of the latest trends and enable them to increase program effectiveness, create better customer experiences and drive more revenue, Silverpop posted more than 160 blogs in 2013.
Here’s a look at our 10 most popular posts of 2013, based on number of page views. We hope they give you new ideas and provide inspiration for how you might take your marketing programs up a notch in 2014!
Sending contacts emails based on their behaviors and interests is a smart way to engage them more strongly. But what about when they visit your website? In this post, my colleague Bryan Brown discusses how you can enable your website to understand who visitors are, how they’ve interacted with you and where they’re at in the buying cycle, allowing you to complement your personalized email program with a website experience that’s just as rewarding.
If you’re looking to increase your email program’s sophistication in 2014, you’ll need a strong foundation to build on. But how do you know what areas you need to shore up? To help you answer this question – and avoid endless frustration, mistakes and lost time – I developed a decision-making framework of questions that will help you assess which building blocks you already have in place and what you need to work on.
Looking to move from a static, one-size-fits-all website to one that’s personalized for every visitor? In this post, Bryan Brown outlines four ideas for delivering individualized content on your website, including providing content related to purchases or downloads, showcasing renewal dates, billing deadlines or trial expirations, and much more.
Imagine a customer interacting with your mobile app on his smartphone, visiting your website on his desktop the next day and then viewing your email via tablet a few days later – and seeing his interactions across each channel reflected in the other. That’s the idea behind Universal Behaviors, which enables marketers to deliver real-time, cross-channel, behavior-driven communications relevant to each contact.
Many retailers have seen massive success with shopping-cart recovery email programs and are wondering what they might do next to achieve similar levels of success. One option is to move up the funnel to browse remarketing. In this post, I explain what browse abandonment emails are, why you should consider adding them to your email program, and how Silverpop client SmartPak has used them to strong effect.
According to SiriusDecisions, the adoption of marketing automation technology is expected to increase 50 percent by 2015. Still, marketing automation remains a big investment for most businesses, with many unsure what impact they can expect to see as a result of implementing this technology. Here, Silverpop Product Evangelist Ellen Valentine outlines three ways marketers can measure the ROI of automation.
With the explosion in mobile email readership, marketers around the world have been scrambling to come up with a solution that ensures a great email experience, regardless of device. But before you decide on a design approach, it’s important to have a deep understanding of what’s actually going on with your multiscreen-using subscribers. In this post, I look at three analytics questions to consider.
Are you harnessing all the customer and prospect data available to you today? One way to do so is by setting up a scoring system in which you assign point totals to certain attributes and behaviors, enabling you to rank contacts according to your objectives. In this post, Bryan Brown outlines five scoring model ideas marketers can use to refine offer targeting, re-engage inactives, build loyalty and more.
Taking your email marketing program to a higher level requires improving practices throughout the email lifecycle — from acquisition to retention. This piece covers seven email marketing programs and tactics – some new ideas and some old ideas with a twist — that marketers should consider incorporating into their messaging mix.
Gmail kept marketers on their toes in 2013. First, it announced a new “tabs” organizational structure for its inboxes, which I discussed in this post as well as a follow-up piece where I outlined a three-phase plan marketers could use to thrive in the “Tabs” era. Then, in November, Gmail announced changes to how it handles images within emails – which could have both positive and negative ramifications for marketers.
More “Best Of” Resources:
1) Blog: “5 Top-Rated Silverpop Marketing White Papers and Tip Sheet of 2013”
2) White Paper: “7 Key Marketing Trends for 2014 — and Tactics for Thriving in the New Year”
3) Blog: “Top 5 Most Popular Silverpop Videos of 2013”