The use of retargeting techniques has been used so far in contextual and display advertising: a user visits a product in an e-commerce, and after placing a cookie in their browser, the brand can display ads with offers for that product on other sites where the user is browsing. Currently [...]
Cross-selling in email marketing (II)
In a previous post we discussed some generalities to consider when cross-selling through email marketing. Here we will go into more detail by analyzing four key points to consider for our cross-selling action to be successful. 1. Collect and use e-commerce and CRM data. Know when [...]
The Customer Life Cycle (Part II)
SPECIFICITIES OF THE CUSTOMER LIFECYCLE IN DIGITAL ENVIRONMENTS. Customer lifecycles in digital media in general, and on the Internet in particular, tend to be shorter than those in the offline world. This fact radically changes the way of thinking about the timescales on which to develop [...]
Cross-selling in the tourism sector.
Tourism service providers have, for some years now, been exploiting cross-selling very effectively. In particular, they have specialised in cross-selling complementary (ancillary) services from a third party on their own account. The provider who sells the service to the traveller receives a commission from the traveller [...].
The Customer Life Cycle (Part I).
The model for approaching a relational strategy is the one that takes into account the Customer Life Cycle. This model is useful because it allows you to target email and cross-channel marketing actions according to the stage that a user (customer or prospect) has throughout the life of the relationship with the company.
Key elements in deliverability management
One of the key aspects, if not the most important, when carrying out email marketing actions, has to do with the level of deliverability of our messages in the users' inbox. The filters through which an email goes through are getting tougher and tougher, since the objective of email marketing is to [...]
Cross-selling in email marketing.
One of the email marketing strategies that works best from a sales point of view is cross-selling. Cross-selling consists of offering a person who has bought or is going to buy a product, another complementary and related product. An example of cross-selling that we see every day is [...]
Opening data by email type
After analysing the results of the joint study by Epsilon and Email Experience Council, "Email Trends and Benchmarks", we can draw some significant conclusions about what aspects should be taken into account in any sales and cross channel marketing and email marketing strategy. In this post we are going to discuss the results to [...]
Tips for the layout of an emailing campaign
Creating an e-mail design is not the same as creating a website design. First of all, it is advisable to stay away from complex designs because the more complex the design, the more likely it is that the e-mail will not look good in all e-mail clients (Outlook, Thunderbird, Hotmail, Gmail, Yahoo, etc.). In the [...]
Two tactics in cross-channel and email marketing: Abandoned cart email and calculating ROI
We present in this post 2 tactics that will help in the development of a better email marketing and cross-channel strategy. Email after shopping cart abandonment (remarketing). It has been estimated that a timely email to a user who has not completed the purchase process in an e-commerce, can multiply by [...]