Behavioural retargetting is a technology that’s recently been popularised on the web – it’s the process of targeting users via banner ad networks after they’ve visited a brand’s site, with an aim to get them to return and convert.
This triggered campaign from UK retailer John Lewis uses this methodology in email. I received the email a few hours after browsing the John Lewis site for iPad accessories, reminding me to go back to the site and providing more reasons to shop with them.
As with the retargetting ads online, it’s easy to go overboard with this kind of thing, so it’s important to pay attention to the tone of voice of the message. John Lewis do a good job here, gently reminding the user why they’re receiving the email but not being too pushy.
Cross-promo campaigns are often a challenge for email marketers to get right – when a campaign is sent to a brand’s list talking about a deal or collaboration with another brand. Commercially they often make sense – and when featuring a complimentary brand, can offer good value to the user. However, it’s quite easy to make these look like spam, especially if it’s unclear that the user is receiving the email about Brand B because they’re on Brand A’s list.
This campaign from UK restaurant chain Giraffe is a good example of a cross-promo campaign done well. There’s a few reasons why it works:
- The creative clearly shows why I’m receiving this – I’m on Giraffe’s list and their brand is still there in the campaign.
- Go Ape is complimentary to the Giraffe brand – it’s something that also appeals to their demographic and the offer is a good fit.
- There’s a nice synergy between two animal/nature based brands that is used to good effect in the copy.
Digital marketing is in a constant state of revolution, and at times it can be hard to keep up with the latest developments. The key to keeping abreast of changes is adopting an integrated approach. Mobile, social and email marketing should not be considered as separate efforts, but as three strands of the same campaign.
With a joined up strategy, the channels can support each other and become more than the sum of their parts. With that in mind, more ‘traditional’ email marketing should be adapted to complement social marketing. Here’s my five tips on how to do just that.
There’s an interesting idea on Toddle’s blog about using Twitter to find out the best time to send your mailing based on what time and day there is the most chatter about your brand, product or market niche. It centers around grabbing the RSS feed of a Twitter search, and running it through Google Reader in order to get some tangible statistics around post frequency.
I know online experts will fret over the best time to send an email newsletter until the cows come home, and the reality is that even if there is a best time then it’s definately different for every list, client and even product range, but this is still an interesting bit of insight and it’s very simple to get hold of, good work!