Most online marketers have been there: a co-worker comes up with a great idea for a marketing campaign, or says “This should be the subject line of the next email,” seemingly without reasoning beyond it being their personal preference. Or, conversely, you could have an idea of your own that you think would be great but would be nervous to implement without trying it on a small group first.
When Hurricane Harvey struck southeast Texas, the images coming out of the devastating flooding were heartbreaking to see. So many people were driven from their homes, their jobs, and their lives by historic amounts of rain that seemed at times like it might never stop.
It’s a sad reality that major events like this happen often — hurricanes, earthquakes, violence, terrorism, etc. — and we as marketers can be so involved in our day-to-day operations that we lose sight of the fact that each email we send (even if it’s sent as part of a larger automated program) lands in the inbox of a real person who could be impacted by whatever’s going on in the world. And, even if they’re not directly impacted, it’s not hard to spot when a brand isn’t showing empathy for the people who are hurting, and that can turn anybody off.
On August 16, Expedia Product Manager Madelynn Brown sat down with MessageGears CEO Roger Barnette for a Q&A style webinar to discuss the online travel giant’s email marketing strategy and data challenges that they face to meet continuously rising customer expectations for their interactions with brands. At very large organizations like Expedia, Madelynn’s role is critical if they’re going to be able to reach their customers with the right content at the right time. If you missed the interview, you can listen to it here. Here are some of the highlights.
Yes, it’s still 90+ degrees out in much of the country, but a good marketer knows that designing a successful holiday email program requires months of planning. Without the proper technology and infrastructure, though, a holiday email program won’t be successful no matter how well everything else has been planned. With a little prep (and some conversations with your email service provider throughout the year), you can maximize your holiday success. Here are a few questions to ask yourself and your ESP to ensure you have a smooth season:
Many recent articles have highlighted the plight of the CMO. A recent issue of Harvard Business Review, “The Trouble With CMOs,” called it the riskiest job in the C-suite, with an average tenure of four years, half that of the CEO. An article in MediaPost by Maarten Albarda pointed out that while five C-suite members share growth and revenue responsibility, only the CMO was blamed for missed targets.
These articles recommend several solutions such as redefining the CMO’s role, matching responsibilities to the job’s scope, and realigning metrics with expectations. However, CMOs may find an easy win by adjusting what is already a top performer – their email marketing. This win could be easy because most CMOs don’t realize how much better their email programs could be performing.