While we’re on the theme of email marketing, I thought I’d explore a different topic: open rates. One question we were asked at a recent super online marketing workshop is “what is a ‘good’ open rate for an email campaign”. Whilst we have our own experiences to draw from, I did some wider industry research and the answer, not surprisingly, is “it depends”…
Email marketing sounds easy, but throw in some Privacy Laws and a chunk of Spam and you have a disaster waiting to happen. A well known Australian retailer has just found themselves in big trouble for email marketing without proper database management – and it’s a big reminder to everyone using email marketing to really make sure they’re doing things properly.
Over the weekend I purchased two things from two different stores, of no more than $30 in value, and on both occasions I was asked if I wanted to sign up to their club card/rewards club/loyalty program or whatever they called it. On both occasions, I refused. I did this without knowing a single thing about these programs. Sitting here today, I’m wondering why their attempts didn’t work on me, and probably hundreds of others.
When someone mentions ‘customer service’ it usually refers to the time between when a customer enters a store or service front, to the time they leave it, with or without a purchase. In other cases, it’s the time between the customer commissioning your services, and when your service is complete. Therefore customer service training and improvements focus on that time frame – increasing conversion rates, increasing $ spend per customer etc. However, a customer’s perception of the period of ‘customer service’ is very different. What about the before, and the after?
Outdoor media, or out of home (OOH), is one of my favourite, however in WA (compared to the Eastern States) our options are fairly slim, especially in regional areas. In many ways this is a plus when you’re trying to stand out. Thankfully the world of outdoor media is shifting and there’s some exciting new outdoor media coming soon to regional WA.
A long weekend gave me a chance to do some retail therapy, and while exploring some wonderful local retail experiences, something made me think. How important is a price tag or label as a marketing tool? Well unfortunately, it seems they aren’t very important at all. I rarely saw a branded tag, many were hand written on a plain sticker or label, or generated out of one of those standard price-tag machines. The majority were far from impressive.