Marianne Cellucci

Don’t Mistarget Your Marketing Efforts

Posted by Marianne Celluccion November 20, 2012April 8, 2015in Targeted Email Marketing

To be successful, marketers need to send the right message to the right customer at the right time. According to a 2011 study by Blue Research, if you personalize the experience between you and your subscribers, they are 50 percent more likely to return to your site, and 40 percent more likely to recommend you to others.

Tap into rich subscriber data to deliver unique customer experience.

Tapping your subscriber data is a key component of an effective email marketing program. Subscriber data can come from a variety of sources—observed web behavior, purchase data, stated preferences, CRM notes, social, email, surveys and more. Analyze this information and use insights gleaned (e.g., sentiment, demographics, individual influence, behavior) to create engaging customer experiences that build stronger, more intimate relationships and foster long-term loyalty.

Drive Engagement: Automate Your Lead Nurture Strategy

Posted by Marianne Celluccion June 13, 2012April 16, 2014in Email Automation

When creating your lead nurturing campaign it’s important that you carefully plan the flow of your emails to ensure that your overall campaign guides your leads through the funnel. Implement automatically triggered campaigns (a series of automated emails called a “drip” campaign) that deliver consistent brand messages at specified time intervals and when leads reach certain milestones. In a long sales cycle, messages need to be more informative and not a sales pitch. Offer them something of value (webinars, eBooks, white papers, articles, free reports, blog posts, etc.).

Here are five essential elements of an effective lead nurturing campaign:

10 Tips for Split Testing Email Campaigns

Posted by Marianne Celluccion February 29, 2012April 28, 2014in Email Marketing Best Practices

Marketers know there is no magic formula for an ideal email marketing campaign. The secret to an effective email campaign, whether it’s to get more web traffic, grow sales, or increase donations, is through testing and optimizing emails. If used correctly, email marketing offers a great opportunity for brands to increase subscriber satisfaction and retention, and drive results.

An effective email campaign is targeted and tested. Targeted, to ensure the message is relevant for the recipient. Tested, to ensure the message is as effective as it can be within the constraints of the campaign. With so many different variables you can test, here are the top 10 tips for split testing email campaigns:

7 Email Marketing Trends You Cannot Ignore

Posted by Marianne Celluccion October 20, 2011April 8, 2015in Email Marketing Best Practices, Industry News

7 Email Marketing Trends You Cannot Ignore Are your campaigns reaching the intended audiences?

To maximize the power of email — as well as emerging channels such as social and mobile — you have to think about how these channels fit into your overall marketing strategy and objectives. What channels are best suited to build your brand, help deepen customer relationships, or reach your target market?

Email marketing is an essential part of any successful marketing mix. Large enterprises, as well as small-to-medium sized businesses, use email marketing to engage their target audience by providing compelling and relevant content. The latest email marketing technology allows you to deepen customer relationships, turn leads into sales opportunities, and move them forward in the buying process.

I’ve sent multiple emails and they’re not making it into my (or my recipients’) inbox!

Posted by Marianne Celluccion September 21, 2011April 8, 2015in Email Delivery & Deliverability, Email Engagement, Email Marketing Best Practices

I have sent multiple emails to different email providers (Yahoo!, Hotmail (Live), Gmail, AOL, etc.) with no success. They’re not making it into my inbox, or my recipients’ inboxes.

Email delivery can fail at any number of places along its journey from the sender to the intended recipients…even if the recipient is you! As the possible issues are limitless, in this post, I’ve covered some of the most common reasons that emails may not be delivered to an inbox.

Messages can evade inboxes and end up in junk email, bulk email, spam, or trash folders due to automatic spam filtering or filters that you’ve configured, your administrator has configured, or an email client has chosen by default. Also, those who engage (open, click, forward, read, re-read, or have your ‘From’ address in their address book or contacts list) will see the message in their inbox, where other members of your list, at the same domain (IP address or web address), who do not actively engage or have your ‘From’ address in their address book or contact list, see it in a secondary folder.

Do Your Images Detract From Your Message?

Posted by Marianne Celluccion August 4, 2011April 8, 2015in Email Delivery & Deliverability, Email Marketing Best Practices, Email Templates, Design & Layout

When designing email newsletters and marketing campaigns, it is important that you consider the limitations presented by email readers. Many users, either by personal preference or email client defaults, are blocking images from being downloaded in the HTML-formatted messages they receive. Thus, it is a good practice for email designers to prepare for both image “off” and “on” scenarios.

Here are some of the basics you need to know about using images in email:

Get More From Your Email

Posted by Marianne Celluccion June 8, 2011April 16, 2014in Email Engagement, Email Marketing Best Practices, Mobile Email Marketing, Social Media Marketing

Email marketing is complementary to social media and in today’s multichannel environment, you can extend the reach of your online and email marketing efforts by incorporating social media into your overall marketing plan.

Enhance your online presence by reaching new prospects in ways that are very different from traditional advertising channels. Social networking is changing the way we communicate not only with friends and family, but with customers and prospective customers.

Since consumers expect brands to interact with them across all online channels, marketers can embrace and integrate social media and leverage the power of viral and word-of-mouth marketing. Make your web, video and email content shareable via email, blogs, micro-blogs, and social news, bookmarking and professional networks like Twitter, Facebook, StumbleUpon, YouTube, LinkedIn and other popular social networks.

Read More “Get More From Your Email”

Maximize Your Advertising Spend

Posted by Marianne Celluccion June 3, 2011April 8, 2015in Targeted Email Marketing

Segmentation is a question of determining the common attributes and characteristics found in a group of buyers that enable you to look at them, and market to them, in a similar fashion.

Start by capturing vital data about who your users, purchasers and influencers are and what interests them. By profiling and segmenting consumers based upon demographics, lifestyle preferences and behaviors, you can maximize your advertising spend and target the audience which will be the most responsive to your messaging. The more information you can collect about them, the more innovative you can make your targeting strategies. The more segments you have, the more focused you can be about selecting one or more groups to target with a distinct marketing message.

Move Beyond The One Size Fits All Approach

Posted by Marianne Celluccion May 26, 2011April 16, 2014in Targeted Email Marketing

Now is the time to take your email marketing program to the next level, and move beyond the “one size fits all” model, and strive to customize products and services for individual needs. Segmentation can help.

A company that treats all customers and prospects the same speaks to everybody, and thus nobody. Rather than a “batch-and blast” approach, identify the most likely targets for a product or service.

Instead of viewing customers/prospects as single-minded groups, all with the same wants and needs, consider how wants and needs might differ among them, and how those differences might influence their purchasing patterns and behaviors.

12 Ways Readers Respond to Your Email

Posted by Marianne Celluccion May 23, 2011April 16, 2014in Targeted Email Marketing

In email marketing, one thing you learn pretty quickly is that sending your email is only the half of it. The next part (and arguably the most important) is what happens after the reader receives the email. You track opens and clickthroughs, as well as other metrics, but even this doesn’t provide the whole story.

You should put yourself in your subscribers’ shoes, and ask what you would do if you received your own email. Whether the campaign worked or not depends on the many things your readers do when they get your mail.

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