Email, Marketing

When should marketers send e-mails? And why?

by Wojciech Gryc on July 17, 2013

When should marketers send e-mails? And why?

Do you run an online business or market your products on the web? Then you’ve likely come across numerous tactics that are believed to help your reach your goals — launching on a Tuesday, sending e-mails when people are actually sitting at their computer, and responding to people’s inbound questions within 5 minutes of them contacting you.

Of course, not all tactics are created equal, and as more companies market online, tactics that once worked have now become moments when everyone tries to reach their audience.

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Email, Marketing

Optimizing e-mail click rates with a structured call to action

by Wojciech Gryc on July 10, 2013

We regularly help companies with their customer outreach through e-mail, and in the process have become very familiar with different types of e-mail templates and calls to action. Companies often ask us how they can optimize their click rates on e-mails, and today we wanted to share some findings from a recent case study based on e-mail templates and specific types of actions to recommend.

The challenge with designing e-mail templates is a seemingly contradictory set of goals. When sending an e-mail, you want to have a clear and distinct call to action (e.g., purchase a product, donate), but you also need to present it in a context that explains why the reader is being offered this specific call to action. In other words, you want to provide context around the call to action to ensure a person has enough information to understand why they are being asked to click through to the next page.

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Customer Loyalty

What is “Customer Success”?

by Wojciech Gryc on May 28, 2013

In recent months, the term Customer Success has been getting more interest from companies, particularly for those focused on online sales. “Customer success” however is still a largely ambiguous idea, one that few companies have actively explored and engaged with. In light of this week’s Pulse Customer Success conference, we thought it would be helpful to discuss the term in detail, explain what it actually means, and outline how your company can strategize around it.

From Customer Service to Success

No company will doubt the value of customer service, whether it is to help customers use products, answer questions, or even sell more products. Many companies have grown quickly and made headlines through incredible customer service. Links to screenshots showing the wonderful customer service agents of companies like Amazon, NetFlix, and Zappos abound (see Amazon and Zappos examples). Good customer service, many would argue, is the key to a successful business.

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Customer Journey, Marketing

Elements of a 360 Degree Customer View

by Wojciech Gryc on May 16, 2013

Elements of a 360 Degree Customer View

Marketers, sales teams, and IT professionals often talk about the importance of having a unified 360-degree customer view. This is important because it provides your entire company with full customer profiles all in one place — imagine being able to log in and see a Facebook-like timeline of how individuals interact with and buy from your company.

From a customer data perspective, you can only make accurate decisions about customer offers, market segmentation, and other campaigns when you have access to such a view. These views are often the responsibility of IT teams, as they centralize data to make such a view possible. However, they are ultimately used by sales and marketing teams without much technical knowledge. With that in mind, a 360 customer view needs to be tailored to the needs of your sales team – in other words, the view needs to be visual, easy to use, and focused on actually generating sales or improving customer service.

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Marketing

The Customer Data Grid: A Sales-Oriented Segmentation

by Wojciech Gryc on January 29, 2013

We have discussed the four dimensions of customer value as a way to track and measure opportunities among your customers in previous posts. Using a number of dimensions for value helps you understand why customers are valuable, and as a result, which ones you should prioritize. Customers who bring in revenue are wonderful but your efforts should actually be focused on loyal customers. Loyal customers deliver regular revenue, while customers not spending much money can still engage with your brand (think about the cross-sell and up-sell opportunities) or tell their friends (if they have positive, happy experiences).

With this in mind, we introduce the next iteration of our research and analysis: the Customer Value Segmentation. This segmentation is driven by the four dimensions of customer value, and pave the way for simple, business-oriented rules to help with your marketing campaigns and sales planning. The grid is illustrated below:

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Customer Loyalty, Marketing

The Four Dimensions of Customer Value

by Wojciech Gryc on November 19, 2012

The Four Dimensions of Customer Value

Most companies assume customer value is directly measured by the amount of revenue generated by a customer. While a company’s accounting department should probably think of customers in terms of revenue, profit, and loss, the true worth of a customer is multidimensional, and marketers should consider all of the dimensions that create customer value. Depending on your business model, your financial state, and the maturity of your company, choosing the right dimensions on which to measure customer value can mean the difference between success and failure.

So what are the factors that make a customer valuable? We have outlined four dimensions of customer value: revenue, loyalty, sentiment, and engagement. Find out how you can adjust your strategy for each dimension and create marketing offers, loyalty programs, customer service, and other programs to drive more value.

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