10 lessons digital marketing

10 LESSONS FROM SILVERPOP’S DIGITAL MARKETING UNIVERSITY NYC:

• Video data adds depth and helps segment by engagement level. The ability to segment based on video engagement preferences can radically boost relevance and gives insights into how a prospect prefers to learn.

• We’re farmers, not hunters. If reach and relevance matter, relationships are everything. An email campaign can’t be measured as a transactional effort. Instead, set meaningful criteria for interest and lead score, than evaluate campaigns on how they impact score over time as you nurture your list towards maturity. In any relationship consideration for the customer is key. 
• Consider this: how many recipients opt-out because they’re temporarily overloaded, on vacation, or otherwise preoccupied? A sensitive (and sensible) thing to do is to give them an option to “snooze” campaigns temporarily, so they can give themselves a break without opting out.

• By 2015, CMOs will buy more technology than CIOs. Easier-to-use self-serve tools let the CMO choose the right tool for the job.

• 56% of sites hide email Opt-Ins at the bottom of the site. Move it to the top to increase list sign-ups as much as 516%.

• 42% of email opens are on mobile,. Are you thinking mobile?

• Want to reduce deletes & unsubscribes? Make your pre-header useful across platforms. “If you have trouble reading this message” pre-headers lead to 70% increase in deletes and 15% increase in opt-outs.

• No one cares about Tuesday morning anymore. Different segments have different preferences, and there is no “Tuesday morning rule” for maximum opens. At the least, segment your list and test different times for different segments. 

• Video in email can boost opens 20% and increase CTR 2-3x. It can be as simple as any other campaign to execute, or can dazzle recipients in the inbox.