Ever wonder why toothpaste is always “new and improved”?
You would think that after 20 years they would have run out of room for improvement. But in the case of toothpaste, it isn’t product innovation. For the biggest part it’s marketing.
Consumers like “new”, they like to try new things, it’s hard-wired into our brains. Continue reading »
Airbnb has been storming the fortress of travel. Matching individual travellers with spare bedrooms and apartments for rent, they might be the embodiment of market disruption and certainly the hottest travel brand in town.
I talked with George DiGuido, while he was head of Email Marketing at the global HQ of Airbnb. Today he is heading up Email Strategy at About.com. Continue reading »
A lot has been written about persuading consumers to click and buy. But what are the differences in B2B email marketing and what does a strong B2B email campaign make?
Especially when tapping into the strengths of B2B email marketing to promote your products and services, it is important to strike the right chord.
Last year Vodafone Netherlands started with a new email marketing prospecting program. Growing their customer base is a real challenge, seeing the mobile phone market is shrinking.
Immediately after launching the email program, they started with Marketing Performance Improvement.
Vodafone is also using some innovative list-growth techniques, which are certainly paying off. Continue reading »
“When is the best time to send your email newsletter?”, that question seems to keep people busy. That it is totally understandable, because send time does affect conversions and after crafting your email, you do have to schedule it.
Let’s look at the best time to send from a different angle. What if the best time to send a Continue reading »
In the quickly-evolving world a lot has changed in the way brands and consumers communicate. Email marketing is known to be a trusted and versatile marketing channel.
What will 2014 hold for marketers that use the email channel? We can already spot the trends that hold the key to the future of email marketing. Here is my yearly roundup of all the trends and predictions for email marketing in 2014. Continue reading »
I had the pleasure speaking on the Keynote stage at the Festivak Industry Event. Kim Do of Atmost TV interviewed me about the theme of the presentation; Quickly learning from other people’s mistakes to avoid those pitfalls, whilst brisking up your own business success.
That is the perfect cue for with several email marketing tips. Enjoy. You will see, if you ask me for ONE golden dialogue marketing tip, I will always try to sneak in a second one. Continue reading »
This story begins during World War II. The English were starting to bomb targets in Germany. Of course they wanted to quickly improve the armour of the planes. The planes that came back from their bomb runs were carefully inspected for damage.
Engineers analysed the bullet holes and made an overview of the parts that were hit the most. The planes were reinforced in those places before sending them on their next flight.