Each week, the experts on our strategic services team summarize articles and trends they’re seeing for our clients. We think they’re fascinating — and bet you will too! Here is a peek into what they’ve been talking about lately.
Industry news
Marigold Engage+ | Forrester: the customer trust and privacy playbook
Marigold Engage+ was recently mentioned by Forrester as a privacy solution for marketers with consent built right in; learn more about how marketers can be more privacy-focused.
ClickZ | The surprising (positive) benefits ABM brings to your customers
We’ve all heard how good account-based marketing (ABM) can be for your B2B business, but did you know it’s also great for your customers? It’s not often revenue goals and customer needs align as well as they do with account-centric strategies.
Digital Commerce 360 | 5 tips to boost conversion on marketplaces
Many marketplace sellers focus on improving details consumers view on a product page, such as titles, images, and descriptions to convert shoppers. These are five examples of ways marketplace sellers can increase conversion rates with minimal cost.
Marketing Dive | 74% of marketers implement personalization in 6 or fewer channels
Survey respondents are using a variety of methods to capture first-party data, including promotions, loyalty programs, opt-in methods, and logins.
Standout campaigns
Kohl’s — Pay with a scan
Kohl’s advertises its mobile app by listing 4 essential functionalities that aim to keep customers engaged with the brand’s marketing activities
- The campaign’s design includes interesting opening lines to capture the readers’ attention coupled with illustrations to transmit the ideas in a glance
- Email is a good option to invite subscribers try apps that conveniently add value to their shopping needs, and enable real-time access to interact with brands
Vera Bradley — Picture perfect
Vera Bradley encourages customers to get social by sharing Insta-worthy moments when using its new products. The campaign’s subject line states: Show us all the places YOU take new go-anywhere, do-anything ReActive. Examples of bloggers who express in what contexts they use a product are featured to inspire others. And the use of handwriting generates a sense of confidence in their authenticity. Convenient shopping calls-to-action are placed in each email segment so as not to miss click-throughs from engaged readers.
Loft — Happy National #LOFTimist Day
Loft celebrates its self-called LOFTimist Day, dedicated to the power of optimism and collective change. The brand proposes 3 strategic activities to engage with as many people from the audience as possible:
- Party at LOFT, driving in-store traffic
- Gift cards, as social media sweepstakes takes place on Instagram.
- Donations, an initiative to support a social cause and engage those from the audience interested in joining
Express —Q&A with Victor Oladipo
Express strives to make its promotional campaign resonate by pairing with a basketball star to showcase a new clothing line. The campaign stands out for being presented in a Q&A format; revealing details about the celebrity and how the brand’s products satisfy his personal style.
Brands can benefit from collaborations with influencers to attempt to increase campaign opens, improve readers’ engagement, and generate a strong brand experience from the email to the shopping site.
Email Trends
Leap Year
It happens only every 4 years, so let’s make the most of it! Brands took the opportunity to highlight special discounts.
Mardi Gras
Though Fat Tuesday is now behind us, we’re still seeing the love for yellow, purple, and green themes, along with confetti and masks.
Spring essentials
We’re seeing brands highlight certain items as being a required part of a wardrobe.
Reveal Your Deal
Mystery coupons get our attention for a reason! Even if there isn’t a unique code attached, the idea of a large discount can prompt a shopper to click through your email to your website.
Want to see more? Get in touch with us. We’re happy to help and talk about how we can best work together.
