by Debra Ellis
When customers stop buying, good marketers try to encourage them to come back with a strong reactivation campaign. The best ones include a combination of email and direct marketing and a whole lot of customer relationship care. Before long, social and mobile will be added to the mix.
A few years ago, I ordered a gift from Walmart.com. It was so long ago, I can’t remember what I ordered or exactly when. Recently, my email popped up in some data mining effort and an enterprising marketing team decided that it was a good idea to include me in a reactivation campaign.
The email subject line, We Miss You!, sounds like I’m valued as a customer. But, when I opened it, this is what I saw: [click to continue…]
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by Debra Ellis
How often have you heard, “Your customers are online. You need to be there?” I know that I’ve said it a few times myself. The problem with that line is that it is a half-truth for most companies.
While your customers may be online, other people are there, too. You need to recognize the different types when they mention your company, join your community, and/or mention your business. If you don’t, you’ll waste valuable resources reaching out to the wrong people. Here’s a quick rundown of the top eight: [click to continue…]
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by Debra Ellis
My favorite items for this week include a call to action, social media platform comparison, integrated marketing example, and a customer care callout.
Blog Posts:
“You Don’t Know What You Don’t Know” by Amy Africa
The Queen of eCommerce issues an extreme call to action for companies that want to move their business to the next level. She introduces a new word (at least for me because I don’t speak Farsi), “Tarouf”. You have to read her post to understand how it is important to you. Her callout to marketers to move away from “likeminds” and find new definitions can be applied to any role.
“Why Twitter Followers are Better Than Facebook Fans” by Tim Baker [click to continue…]
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by Debra Ellis
How often do you receive direct messages (DM’s) thanking you when you follow someone? I receive them about fourteen percent of the time (yes, I counted.) The majority of those messages are automatically generated ADM’s (96%). The rest are sent manually as in, typed out individually and often personalized.
People are either passionately opposed to ADM’s or nonchalant about them. I fall in the nonchalant category. I don’t mind when someone invites me to look at their website, visit their Facebook page, or read their blog after following them. I do mind repeated reminders, but that’s for another time.
The personal DM’s are different. The sender is making an effort to connect with me. The problem is that quite often, he or she sends the DM before following me. This means that I can’t answer the message. This usually occurs with new Twitter users. Presumably, it’s because they don’t know that you have to be following someone for them to DM you.
If you are debating about whether to DM, ADM, or skip the whole DM process, here are some suggestions: [click to continue…]
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by Debra Ellis
I was a much better manager before I became one. I knew who was doing a great job without recognition and who was taking credit for other people’s work. I knew who should be fired and who deserved a promotion. I didn’t understand how the people in charge of leading the company could be so blind. I promised myself that one day I would become a great manager who governed with the wisdom of King Solomon.
When that magical day came, something unforeseen happened. The view changed. I could still see the great employees, credit thieves, slackers, and unrewarded people. But, I could also see the one year left until retirement, the family members (who knew nepotism was so prevalent?), the team players, and the laws/policies affecting management decisions. [click to continue…]
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