I've been working at my company for two and a half years. During that time, I've had a number of learnings that shape my future thinking. Many times these learnings aren't new items, as much as they are reminders of things I should remember to do. Usually, after one of these learnings hits me, I walk away thinking about it for awhile. Today, I thought I would share two of these with you.
Who knew? I mean, no one believes that as things age they aren't working quite as well as they did when they were younger. There's nothing you can do to stop it, but knowing about it enables you to be ready with a backup plan.
E-mail offer fatigue is a real occurrence. It happens, no matter how well you take care of your lists or how strong your brand is. I'm not speaking about list fatigue, I'm speaking about offer fatigue. The times where your welcome e-mail, your confirmation e-mail, or even your on boarding e-mails just start underperforming. In some cases, you need a creative lift. In others, you need a revision of your offer. And in some cases still, you need to redefine the strategy.
How do you avoid e-mail offer fatigue? Here are three ways:
These three ways can often wake up a consumer who has become tired or bored of the same e-mails from you. Or, it can help drive improved results from a loyal shopper.
In any event, this will help the bottom line, especially as we head into the holiday retail season. After all, you're only as old as you feel, and I'm not about to let my e-mails feel old and slow. Are you?
Jeanniey Mullen is global executive vice president and chief marketing officer of Zinio, the world's foremost digital publishing products and services company, and home of the largest newsstand. She holds the same roles concurrently for VIVmag, the world's first exclusively digital luxury women's magazine. Renowned as a pioneer in e-mail marketing — the nascent stage of the digital marketing revolution — Mullen has employed her penchant for building active and engaged communities by architecting processes and systems for delivering exceptional customer service and relevant content across multiple media. She is widely credited for her pivotal role in ushering in a new era of digital marketing communications.
Founder and current executive director of the Email Experience Council, Jeanniey has broadened her reach to master the social, mobile, and digital publishing and advertising industries. Today, she brings this extensive experience to bear in her role as the public face of Zinio and VIVmag, defining and implementing strategies to build partnerships with publishers, brands, and consumers. These initiatives command monumental growth for both companies. She is an accomplished author with two books to her credit, as well as a regular columnist for ClickZ. Mullen is a frequent and highly sought-after speaker at digital marketing, e-tail, and publishing events around the world.
May 22, 2013
1:00pm ET / 10:00am PT
June 5, 2013
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