Gavin Laugenie – Dotdigital

A touchdown on epic email

Gavin Laugenie — Thu, 10 Feb 2022 10:22:59 +0000

A touchdown on epic email

Whether you book the following Monday off or you struggle out of bed the next day, a spectacle of a sporting event is almost upon us. Super Bowl LVI. The NFL’s 2021 Super Bowl attracted 96.4 million viewers. The previous year drew a viewership of 99.9 million in the U.S. alone, plus an estimated 30 to 50 million viewers worldwide. Either way, we look at it; the Super Bowl is a huge event in any calendar and an excellent opportunity for brands to ramp up their marketing efforts to try and to grab a piece of the frenzy.

American football is a hugely tactical sport; the coaches spend hours analyzing the opposing team, developing their strategies and plays to give their team the best chance of lifting the Vince Lombardi Trophy and getting themselves a stupidly big ring. So there is a lot to learn from the Super Bowl that we can apply to our marketing automation and the power of emails into the digital marketing stratosphere.

Yards

First off, it’s all about the yards. Sometimes the stars align just right, and a play goes precisely to plan. Interference is run, there’s an incredible throw from the quarterback, the defense opens up, and we have an instant touchdown! Whoop whoop! But that’s not always the case. The game starts and stops as each team takes their turn to steal the yard and creep ever closer to the end zone.

This isn’t too dissimilar from our digital marketing; yes, we may have someone that lands on our website or picks up the phone to call us knowing what they want, and they buy straight away. However, we usually need to be a little more strategic and tactical. We need to understand the playing field. Scope out where we might run into obstacles and realize what tools or plays will help us navigate our customers through the products of services we know we can offer them to solve the problem they are currently facing.

We need to know the next best step; we can’t just throw up a hail mary pass every time; your customers will see right through that. It’s far better to take the time to understand each customer individually. Once we know their desires, we can offer them the right content to make the decision process a lot easier, each stage proving that we understand them, we get what they’re looking for, and we’re the best option. It’s all about understanding and effectively using your customer lifecycle. Eventually, like any good team, we’ll know them so well that we encounter fewer barriers to reaching the end zone, and touchdowns keep coming.

Offence/Defence

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You need to switch effortlessly between offense and defense in any sport. In American football, you’ll even have two different coaches to handle both sets of players who draw up several plays to nullify the opposing team or pick holes in their defense.

That process of navigating the playing field could get tedious, if during each huddle before the scrimmage, the quarterback walks through the same plays repeatedly from start to finish – Not an efficient use of time. This is where the playbook, or in our case, automation, comes into play. The players practiced which replays are best for the particular moment in the game, so when the QB shouts out “electric watermelon warthog” (that could be a play, right?), the rest of the team knows what’s about to go down. Just like when a new prospect signs up to our mailing list, your platform of choice (hopefully Dotdigital) will trigger a welcome program to help usher the newbie down the funnel to a place where hopefully we deliver the right content to drive the conversions we require.

When we strategize correctly, we can create several plays or automation to fit any situation. For example, a post-purchase program, abandon cart or browse, even a lapsing program to ensure we don’t lose a customer we’ve worked hard to nurture. Each automation can almost be a living and breathing entity adjusting to fit the needs of any potential customer passing through it. Like each player changes their runs to counteract the opposition, specific decision nodes are set in place to determine whether or not another email is required as we learn from previously purchased products, online activity, and preferences updated.

Sometimes, however, a situation will arise with no scheduled automation. The skilled email marketer (the quarterback of the marketing team) will need to think on their feet and develop a new play to cater to the current obstacle we’re facing and employ the tools available to them. New email design with strategically placed CTA’s, adapted subject lines, SMS messages, and even live chat (but more about the last two a little later). Like when the pandemic hit, we needed to pivot and rethink our plan of action; having the right tools in our arsenal to adjust makes the job a lot easier. Dotdigital’s ability to help you manage your data to pinpoint the right messages to the right people at the right time on the proper channels makes thinking on the fly a less daunting task, a great addition to have sitting on your bench.

Touchdown!

Don’t be under any illusion; it’s the winning, not just the taking part, that counts in sport. Likewise, conversions are the end goal for all digital marketers. Whether that’s an actual purchase, a download of a price list, or any other time of documentation, we want our prospects and customers to reach the end zone.

If we’ve adequately strategized, run the right offense plays, and stolen just enough yards, our goal will be in sight. Using solutions like product recommendations, eRFM segmentation, and lead scoring can help us tip a strong lead over the edge and give us the points on the board; it’s all about having the correct data. And suppose we’ve been monitoring our customer’s actions and storing that data. In that case, we’ll know exactly when to make the right move over and over again, resulting in trophy after trophy, just like the Super Bowl king Tom Brady.

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The extra point

Once a touchdown is scored, the attacking team has another chance to put some extra points up on the board. Two yards outside the goalposts, it’s a seemingly effortless way to extend your winning ways. But some teams struggle to pick up these extra points that help you stay ahead in the game.

How does this extra point translate to digital marketing, I hear you say? Well, it’s kind of like doing all the hard work to get that customer over the line to convert and not having a post-purchase program set up. So don’t call it a day just yet. Instead, go the extra mile and get that extra point by finding out whether or not you did a good job. Sure, you hit your goal, and a purchase was made, but make sure you go the extra mile to tee yourself up for repeat purchases.

Let me put it another way if you sold your product or service, and your customer is less than happy and decided not to tell you, but rather to ignore all future comms and worse, buy with a competitor, you’ll lose them forever. However, if you ask how the service is or was, or if the product is up to scratch, letting them know you genuinely value their feedback and you’re open to fixing the issue, you’ll level up and open the door to a whole host of hidden wins. Trust me, no matter what industry you’re in, getting feedback from customers, good or bad, whether it’s through an independent service or sending a well-timed survey, is just good practice, and your customers will thank you for it.

Teamwork

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The QB may be known as the star of the show delivering those killer passes to unlock touchdowns. But without the other members of the team, they’ll never win. Together everybody achieves more!

Email is, without a doubt, the master of digital marketing channels. Unparalleled in its ability to connect with customers and prospects alike. But it can’t do it alone, and a one-trick pony will get found out eventually. So to avoid a loss, bringing other channels into the mix like SMS, push notifications, and live chat can create a team so strong it helps you forge a glowing relationship with your customer base.

The short, sharp, snappy medium of SMS can be great for hitting subscribers on the go, and with an average 98% read rate and 90% of SMS messages read within 90 seconds of being sent, it would be a huge mistake not to add the channel to your roster. Just make sure you’ve been clear in the signup process that you may use SMS from time to time; otherwise, the ref may call you on your illegal move and issue you a harsh penalty.

Push notification may not be for all brands but don’t be fooled to think that non-commerce brands can’t take advantage of them. Apps and push can be great for managing events. Either way, bringing your storefront to the forefront of your customer’s screen makes business sense. The great thing about push is that you’re not competing with other messages like other emails in an inbox – users will click on your message when it pops up, and they’re taken directly to your app and engage with your brand and your brand alone.

Now having the right players is essential, but good players need direction to bring home the bacon. The coach offers the necessary strategy to help each player perform at their best. Think data first! Let your data be the coach. Connected data enable you to power customer engagement, And having a data-first approach allows you to send ultra-relevant messages on the right channels across the customer lifecycle.

Halftime show

Finally, we have the halftime show. The spectacle of the pyrotechnics, the flamboyant costumes, the choreography, and of course, the biggest names in the world of pop music is arguably the biggest and best part of the super bowl. Of course, die-hard American Football fans are probably throwing a dagger at me for saying this. Still, there is no denying that having some of the biggest artists performing on the field of play at halftime draws more eyes to the game and makes it even more of an event, and is the Super Bowls’ unique selling point.

The story you have to tell about your business can be your USP! So what does your company stand for other than selling more jeans or developing the best cross-channel automation platform for global marketing teams?

Fans of Dr. Dre, Eminem, and Mary J Blige might not be fans of American football, but they may develop a soft spot for the sport as they’re drawn in by the glitz and glamour of the occasion. Likewise, you might not have celebrity endorsements like the NFL. Still, you will have company values that connect with your audience, which could differ between a prospect choosing to go one way or another. Share your company values. It’ll give you a reason to talk about something other than your product, and that company story can often be more engaging than the product itself. Shoppers for rugged outdoor gear have numerous brands to choose from, but you may buy into Patagonia’s pledge to save the planet more than The North Face’s collaboration with Gucci, for example.

Tell your truth, your company story. At Dotdigital, our employees have a voice. As a result, we’re often passionate and outspoken about data security and compliance, diversity, and inclusion through caring for our planet. Being the world’s first and only carbon-neutral marketing automation platform was a goal that sprouted from passionate employees, and the business-backed that goal. We’ve all taken it very seriously. So with that said, what is your company passionate about? What over and above the product that you sell can your customers build an emotional connection to? That’s your halftime show

With all this said, Whether you’re a football fan or not, enjoy the Superbowl and the halftime entertainment this Sunday and bear a thought for how this incredibly tactical game can help you leave your game when it comes to reaching your clients and prospects through digital marketing. And more importantly…go OBJ and go Rams!

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2022 goals and predictions

Gavin Laugenie — Sat, 01 Jan 2022 13:21:20 +0000

2022 goals and predictions

So, December, here again already, huh?! It feels like just the other day we were shopping for the perfect gifts for our loved ones, playing Mariah, watching our favorite movies, and of course, prepping emails for the holiday period. Where did the time go?! Well, regardless, sadly or not, I tend to associate this time of year with predictions for the forthcoming year. Some ideas on how we can better our efforts of the closing year and take our comms to the next level to keep our audience engaged.

Before we look forward, let’s take a brief look back. What did 2021 teach us? Well, for the most part, it was mostly about opens. Or the potential lack thereof. Yes, Apple made some changes. But, no, it wasn’t just to put a dampener on your year. While they don’t always understand what happens to their data after they hand it over, it’s a brand’s responsibility to keep our customers in control and informed. Apple’s update is an opportunity for brands to build trust among their users.

I genuinely believe this move is helping to increase people’s awareness of data and privacy, which, while initially troubling for you, the marketer, will yield better results in the future, driving innovation and stronger customer relationships in the future. How? Good question. If we’re thinking less about an open rate (which, let me tell you, your audience doesn’t care about), you’ll think more about the content, what your readers want to see. The CTA’s in an email and whether or not it’s driving more conversions, whether direct sales or downloads.

CX was another area we were all keen to bolster. It’s now widely regarded as an essential component of the total digital marketing mix. Marketers must match seamless user journeys with the type of face-to-face encounter that a customer would anticipate walking into one of your stores or meeting a sales rep. The days of cold, harsh selling are long gone, and email recipients, like website visitors, want to be regarded as valuable contacts from the start.

COVID-19 (sorry had to mention it) has heightened the requirement for well-considered communications and digital experiences that prioritize the demands of your customers. So, with all that said, shall we talk predictions? What should you consider and add to your marketing arsenal to see you through 2022?

Empathy

This one is short but also essential. Just be empathetic to your subscribers. Sometimes we forget it, but there is most definitely a human being on the other side of the laptop or smartphone. So think a little bit more about their situation and how your marketing will affect them. It’s not all about short-term gratification. This leads me to my next point.

Retention

Retention will be the buzzword next year, and January is an appropriate time to start thinking about it. As we go through a prosperous sales period from Black Friday right through to Christmas and January sales, a shed load of new customers and subscribers will be receiving your emails for the first time. We cannot afford to lose them. So it’s time to roll out the fine china and fancy glasses. Offer a service; you’ll have the data to help you, and if you don’t, take the time to get to know them, ask questions, don’t just appear to be listening, actively take an interest in what they’re saying and respond accordingly. What did they buy or enquire about? Be customer obsessed and always ask yourself how you can be helpful in the future.

This, need I say, shouldn’t just apply to new customers. How often have you seen new customers get the special treatment when you have been a loyal customer for years? Treat every single person on your database with the care and attention they deserve. Again you have the data (if you make use of your insights); there’s no excuse. Surprise and delight, reward loyalty, be their knight in shining armor, and give back to those who have stuck with you through thick and thin. Trust me; no one will be mad at you for that.

It may take some time and planning, but, get automated. Now let’s be Frank, setting up an automated retention program is not as easy as it sounds. Yes, our platform makes building a program super simple, but the initial time outlay needed to create them can be lengthy when you consider the strategy behind the scenes. But trust me, it’s time well spent; it enables you to send targeted and personalized content to customers in a way that wouldn’t be possible if done manually. It’s well worth your time to make your customers feel special.

The value exchange

We’ve all heard of the value exchange before. But I want to talk about the value exchange for 2022, where we move beyond an offer in exchange for data. Of course, we still want to use tried and tested means of collecting data, but today’s customer wants to see more from you; they want to align their values with your own.

They want to know who you are when no one is looking. What does your business stand for? This often gets confused with brand pillars which, in my opinion, is a pledge to your customers based on your products and service(s). Instead, talk about what the people in the business are passionate about. Other than selling another pair of trainers, seat at a conference, what gets you out of bed? For us, at Dotdigital, we’re passionate about the planet, but we’re not just jumping on the COP26 bandwagon; we practice what we preach. We’ve worked tirelessly behind the scenes to make our platform carbon neutral. Brands like Bloom & Wild have their thoughtful marketing movement, Ben and Jerry’s, often divisive political stance. Your customers want to know what else is in it for them when they hand over their well-earned cash.

So, take a stance, let your subscribers know what else you stand for. It could be something that you’ve worked on quietly for years. Well, 2022 is the year that you show what’s behind the brand. But a word of warning, if you talk the talk, you have to walk the walk. It’ll be far too easy to see through a set of new values only introduced to win over new customers. Authenticity is paramount; you can’t be overly showy. Think more earned media and PR, below the line, and editorial content to make your story more believable and relateable.

Customer & User experience

I know that customer experience was a focus for 2021, but some trends last a little longer than others. CX is one of those. Yes, CX and UX are both directly correlated to retention. But for me, they will be significant to brands as they continue to deliver the most satisfying purchasing experience to their subscribers, whether that’s in an ecom or noncom world.

With CX, we’re ultimately looking to deliver the right message to the right people at the right time on the right channels. So understanding your customer lifecycle will be vital in plotting out when, what, and how customers recieve your comms. Take Bloom & Wild, who I mentioned earlier; their thoughtful marketing movement is an initiative to ensure the best experience for their customers. For example, giving subscribers the power to choose which occasions they’re marketed about, whether that’s an option out of mother’s or father’s day, Valentine’s day, and a whole host of others. Allowing your database to dictate what they receive goes a long way to creating a tighter bond, which inevitably means better retention.

With UX, we’re considering how easily your customers can interact with your website, emails or apps, etc. With that in mind, our latest platform release (which was a big one) brought with it a whole host of changes; a whole new interface to make better use of screen space, optimized for every monitor, increased accessibility, and we added dark mode. So UX and accessibility are on our minds. But what can you do?

Well, taking the time to re-think your emails, the placement of copy and CTA’s, and your unsubscribe link, don’t just hide it at the foot of your emails. Give your subscribers the chance to either unsubscribe or change their preference at the top of the page. Waste no time in letting them know that you respect them and want to make sure they’re happy with your service. Also, bear in mind accessibility and making sure all your emails look and work beautifully on all screen types and for all who are reading them. Finally, your site needs to be as easy to use as possible, thinking about how easy you make it for new subscribers to sign up, where your preference center lives, and how easy it is to use.

Going further, how about addressing your website checkout. Yes, endeavor to make the process as simple and frictionless as Amazon’s, remembering them, their address, and payment details, etc. We’re living in the BNPL (Buy Now Pay Later) generation where digital wallets and QR codes (yes, they’re back and they’re bigger than ever! You can thank touchless COVID commerce for that) are king! So, reducing barriers to payment will be a winner. But have you ever thought about adding a bit of positive friction to your frictionless payment? By this, I mean asking purchasers if the address they’ve chosen is correct; how many times over lockdown did you send your goodies to the office instead of your house? Doh! Are the size and style right, and more importantly, whether or not they’ve considered the cost entirely. Offering credit is a fantastic way of making payment easier to stomach, but have they considered additional costs like shipping, upkeep, and more importantly, is this purchase essential? Chances are they’re fully aware of what they’re purchasing. And a small reminder from you won’t be required, but showing a little empathy (there’s that word again) and considering your customers wellbeing can often be more important than making that extra sale.

Who cares about open rates?

Gavin Laugenie — Fri, 03 Sep 2021 00:00:00 +0000

Who does care?

Email open rates have always been a controversial topic matter. I’ve worked with many brands who regularly ask what a reasonable open rate is for their campaigns; they search high and low for benchmark reports to give them the stats and figures they need to show the powers that be that they conform and they’re keeping up with their peers. But who is driving this obsession? Who really cares? Well, on some level, we all do. And quite rightly so. We all want to know what we need to do to make our emails better, more effective, and lucrative. So all marketers care about email open rates. The real question is, should we? And the answer is… not really. Opens have always been a “noisy” metric. As a result, it should always be considered a guide, a possibility that the end recipient has opened your email. The reason for that lies in the mechanics of how opens work; they don’t allow for pinpoint accuracy. An open can be tracked in an email because they include a tracking pixel. That pixel is displayed when the recipient opens an email. That image downloading notifies our servers, and the email is recorded as being opened. So any open, a 2 second peek, and accidental click of a mouse will be recorded as an open. So with that being said, your open rates aren’t as accurate as you’d hope. Also, comparing one email open rate to another isn’t fair; there are so many factors that come into making an email successful or not. The time of day, subject line, content, design, placement of the call to action (CTA), and those are just the factors that you control. You need to also factor in recipients who (and I hate to break this to you) aren’t sitting with their laptops and mobile phones open, waiting for your email to pounce on and have a read. They have lives and will open as and when they want to and when they have the time. That means (unfortunately) they won’t open every email. But that doesn’t necessarily mean they’re not engaged. It’s like not picking up a call from a good friend or answering a text message straight away when you’re busy, it’s not a good time right now, but when you’re free, you’ll pick up the phone and find out what they wanted. I’ll apologize now if I’m bursting your bubble here, but opens aren’t perfect; they’re flawed. And yes, Apple’s forthcoming changes will make our noisy metric a little nosier and less reliable and accurate, but that doesn’t mean we should stop using the metric altogether. It would appear that Apple will be serving up a false open for all active users of its Mail Privacy Protection. Still, a positive byproduct of this could be if Apple flags your email as open, indicating that this email address is alive, well, and active. Every cloud ay. All this being said, an open will not deliver what we need, the more important question to be bear in mind should be…

What is your fundamental objective?

Whenever we hit that send button and our emails travel across the internet, what are we hoping to happen? If you’re saying an open, you’re mistaken. Well, not entirely, yes, of course, we want our recipients to open our emails, but that’s the end game. We want a link to be clicked, a document downloaded, a forward to a friend, products viewed on our website or landing page (so we can track them), a demo booked, purchase, or donation. We want engagement. Whether you consider yourself a pure-play commerce marketer or a non-commerce marketer, an open won’t do any of that for you. But it will get the ball rolling. So as I said, don’t give up on them. Keep working on making each subject line more engaging than the last. Of course, ensure that your deliverability is as strong as it can be. At dotdigital, we have a fantastic deliverability team who are always happy to lend advice and consult on what can help your emails perform better and make sure everything is working as it should. We need to consider working on our email design and driving the recipient to our CTA(s) and deliverability. That conversion, whatever it may be, is not going to happen in your email. Even if your email is an abbreviated version of war and peace, and your plan is for the recipient to read it, you still want that person to pop to your website for more good stuff after that epic read. So make your intentions clear, and let your recipients know what to do next. If it’s not apparent, you need to go back to the drawing board.

Ok, now what?

Ok, Gavin, if you’re so bright, how do we know people are engaged if we can’t see that they’ve opened our emails? Well, that’s an excellent question, reader, and I’m glad you’ve asked.

Focus on clicks If you’re looking for engagement, and believe me, you are. Clicks are where it’s at. If your recipients click on a link in your email, you’ve hit the jackpot. They’ve read your email, want to know more, or your creative is so on point they were drawn to the big shiny button, and the rest is history.
If you build it, they will open. Have faith. You’ve not just started sending emails; hopefully, you’ve had a bit of a head start. You have an idea of what’s hitting the mark and what isn’t. The playing field may have changed slightly, but the game is still the same. All the techniques you’ve used will work again. You’re going to have to make sure that your content is on point. Cutting corners will not do. This leads me to…
Zero party data Like any good relationship with a partner or your best friend, the more you’ve listened to what they have to say about themselves, the better you are at buying them gifts or inviting them to concerts; you know it’ll resonate because you know them well. So ask what your customers want, and give it to them. But take an interest in what they tell you. The more you listen, the more you’ll learn about them, the more relevant the content, and the better the conversion rate.
If it ain’t broke… Similar to my first point, but specifically referring to subject lines. A particular format, addition of emojis or personalization, even a bit of humor will still entice people to open. The inbox isn’t changing; the name of the game is standing out. So…
Get creative, be the purple lightsaber. In a previous Star Wars-themed blog, I referred to Mace Windu’s lightsaber. It’s purple, and everyone else has a green or blue lightsaber so that you can spot him a mile off in a crowd. That’s what you’re striving for. But it’s not just great subject lines you want. Show-stopping creative, strong imagery, GIFs, interaction from carousels and the like, and collapsible sections are all things to incorporate into the campaign itself. This kind of stuff will make your recipients form a wry smile because they know something special has hit their inbox.
Give them more than one outlet. If you can communicate with your customers on more than one channel, you’re guaranteed to make them stickier.

For more information on iOS 15, read our blog. Alternatively, you can watch our webinar on the same topic here.

Juneteenth – One year on

Gavin Laugenie — Fri, 25 Jun 2021 00:00:00 +0000

Julia Neuhold – Product Marketing Manager

I’m a reader, and if lockdown was good for one thing, it was reading. Last year I made the pledge to actively support Black creatives, creators, businesses, etc… The big realization was: you really need to go looking for it. Because what you will be recommended on social media, on Etsy, Amazon, on YouTube, or wherever you’re looking to consume, is likely not created by or owned by a Black person. A good example is the fitness industry and those hugely popular at-home workout videos on YouTube. Halfway through lockdown (and about 1000 workout videos later), I realized how my own YouTube consumption was overwhelmingly white. And in trying to change this I got increasingly frustrated with recommendation engines: finding Black fitness bloggers, vloggers, and trainers really shouldn’t be this difficult. But back to reading. I’ve read some incredible books this year, by incredible women, incredible women of color. My absolute favorites were both by Britt Bennett: The Vanishing Half and The Mothers. Other highlights were Luster by Raven Leilani, My Sister the Serial Killer by Oyinkan Braithwaite, Such a Fun Age by Kiley Reid, and Hood Feminism by Mikki Kendall (non-fiction). Looking back at this year and my feelings towards it, I can’t say I’ve ever switched between anger, hope, upset, and joy so frequently and so drastically. The unfortunate reality is that not a lot has changed. Since the death of George Floyd until May 2021, 89 Black people have been killed at the hands of police in the US (note: the numbers vary here and it’s likely to be higher). Black communities have been hit disproportionally harder by COVID than other races and we’re yet to see the long-term impact this will have. Plus, the UK government failed catastrophically to report on the systemic racism in their own ranks, and crimes linked to race and religion are on the rise all over the world. But let’s also recognize some other developments. Juneteenth is now an official US holiday, more companies are openly pledging to combat racial inequality, and conversations around racism are held more publicly than I’ve ever seen before. And yes, footballers playing in the EUROS are still kneeling, for Colin Kapernick and against racism. All this to say, the fight continues. It’s far from over, but I will continue to show up for it, educate myself and unlearn my internalized racism so I can actively contribute to this fight.

Tam Bond – Delivery Operations Manager

Over the last year, one of the biggest things that has changed is how much my friends and I talk about race. Previously racism and racial injustice weren’t something we mentioned often, and I’m disappointed about what it took to make it important to us. We have to take accountability for that and recognize it as part of the problem. These days we’re far more comfortable being intersectional and including race when we’re discussing class, gender identity, and sexual orientation issues (we’re a nauseatingly leftist bunch!) as well as talking specifically about issues of race. We always have the caveat that it’s not our own lived experience and we should be listening more than we’re talking, but we’re no longer opting out of the conversation. I’m hoping that this makes our friendship group more welcoming and kinder – especially when things eventually open up, and we re-enter larger social events. It’s also influenced our politics and activism, our spending habits, and how we view the media. We’re a work in progress, and we want to be safe people, foster inclusive vibes, and be bold allies against racial inequality.

Tim Langford – VP Operations

Gavin invited me/ us to contribute again. Goodness, what a year in so many ways. The initiative on June 19th, 2020, and the wave of protests from around then did initiate ongoing changes for me (as a middle-aged, middle-class white man) that are ongoing, and I’m grateful for that. As indicated in my article last year, I feel the importance of those reflections and new ways of seeing can be lessened if they are made too public, especially in order to show something to others, so I’ll keep most of them away from this post. I do feel however that it’s worth saying what I see about the way things are happening again – I talked about the danger of anti-racism becoming a ‘religion’ and it seems to me this ‘religion’ has become more entrenched in the last 12 months (as has the anti-woke ‘religion’), with the country more divided than it was even a year ago on this and other issues. I told my strongly catholic brother 4 years ago that I saw in him an ‘unconscious, condescending sense of superiority from his religion. It was a good conversation where a deeper opening happened between us and I don’t feel that in him now. That phrase hit the spot for me since then of describing what makes polarized beliefs of all sorts including much of religion (in my opinion) tend to be more a problem than a solution. I’ve seen in the last year how I have had and can have this attitude of unconscious superiority in certain areas – it’s been a real eye-opener and I do strive more than ever to see things from different sides, to try and find a rational and a balanced view underneath the increasingly divisive judgemental debates about racism and much more we see in the media and social media. I think as human-kind we are at our best when we really try to calmly see beyond our initial gut reactions and ‘seek first to understand’ others’ lives and values.

Gavin Laugenie – Head of Strategy & Insight

Exhausting. This past year has been exhausting, and overwhelming. Juneteenth, one year on. I wasn’t sure what I should write here, but as always I thought just be honest. It really has been exhausting. Watching the news, reading books, scrolling through countless posts on social media has been a lot. I’ve never felt so much pressure to be a sounding board or an authority on a subject matter that I honestly don’t have the answer to. The last year made it glaringly obvious to me that I compensate, and accept a lot of things because I’m on autopilot. A year on and but we’re still not where we need to be. There have been little victories we can be proud of. Juneteenth a day that wasn’t always recognized universally is now a lot more widely know, and employers in the States now recognize Juneteenth as a new federal holiday. Some cities unveiled statues honoring George Floyd, whose killing sparked a much larger movement worldwide for more racial justice. But being in the States it all feels so far away from my own doorstep The world of Football has summed up the last year it all up for me pretty well. Usually the one time I can switch off and just enjoy myself watching my favorite team and players run about kicking a ball, how can racism cast its ugly shadow here? While England players unite to represent their country no matter their color, background, or religion, they have decided to take a knee to show solidarity and backing for the cause to kick, racism out. But even that is faced with opposition. I’m amazed at how much hatred must be inside of you to be lucky enough to attend a game in the middle of a pandemic to cheer your team on and boo just when they need you to get behind them the most. I just don’t get it. With that said Juneteenth is a day to celebrate and I intend to do that even when I feel overwhelmed. The day is something worth celebrating and continuing to fight for.

Ash George – Senior Software Engineer

Last year, I spent Juneteenth reading Reni Eddo-Lodge’s “Why I’m No Longer Talking to White People About Race”. The intersectional feminism – and intersectionality as a general concept – presented in the book has broadened the way I think about many societal issues, including the climate crisis. I should admit to the privilege of being able to silo the issue of the climate and ecological emergency. I shouldn’t be surprised that this planetary issue also concerns itself with, and is concerned by, race and equality; the climate warrior is anti-racist. This Juneteenth, I spent some time connecting those dots; of figuring out why it is that effects of global heating, pollution, and the retreat of Nature fall so heavily on racial-ethnic minorities. The answer I found was that capitalism – now and before – treats Black and Indigenous lives like externalities. The white supremacist system that extracts value from the Earth, generally speaking, makes little-to-no effort to account for the loss of (or harm to) these lives. There are real costs to these capitalist activities, but they are imposed without agreement. This is something I know and hear screaming from the world’s media, but I don’t feel it in my bones as a white man. It’s not my town that has been exposed to environmental hazards from polluting industries; it’s disproportionately on Black neighborhoods in the US. It’s not my community that is systematically dehumanized; it’s the Amazon and its millions of Indigenous people pillaged by the extractive economy. Of course, these ingrained systems of racial and economic exploitation hurt us all. But they hurt Black and Indigenous people much more than they hurt white people. To fight against this system as a white person means acting to liberate racial-ethnic minorities and to also act in one’s own interest to create a world without exploitation. In a racist society run on the basis of profits, businesses will have their needs prioritized over underrepresented people; they do, after all, dominate our political system. So we should listen to those underrepresented people, listen to how they’re affected by these processes, understand the problems, and strive for solutions. Then we must act on those solutions. As individuals, we can do this by making informed consumer choices, favoring sustainable goods and services that will often benefit racial-ethnic minorities through the above mechanisms. As a business, there is also much we can do to start incorporating the aforementioned externalities into our own accounting. As both individuals and a business, we can lobby for fairer economic practices and call out discrimination when we see it. We should challenge these systems of dominance lest they push us all over the brink.

Beatrice Ellefsen – Head of Customer Success – APAC

I am thrilled that Juneteenth has been recognized as an official holiday in the States as this brings it to the attention of the entire nation, and indeed the world. Recognizing it as a public holiday is making people ask, “what is this day?”, and “why are we celebrating it?”, and that leads to an education that some might be missing out on. Educating society is a key step to changing laws to remove bias, through what society, on the whole, is thinking and voting for. In Australia, there are two dates that give similar opportunities to focus, reflect, and act, and where a lot of conversations, protests, marches, and action happens. One is Australia Day, the day where we celebrate the federation of the country. However, the date for this recognition, is not actually the date of federation, but rather is the same day when early colonials first landed. It is also commonly called Invasion Day, or Day of Mourning, as this was the start of the colonialization which tore many Indigenous families apart. There have been numerous petitions to change the date, but none successful so far. This means that a day designed to unite the country instead divides it. The second, is “Sorry Day”, a day named in 1998 for remembering and commemorating the mistreatment of indigenous peoples, in particular in regards to the Stolen Generations, where aboriginal children were stolen from their parents, to be brought up and “civilized” by the white colonizers. This year, the focus for Sorry Day was on shifting the message from words, to action; something many allies myself included, often struggle with taking the next steps on. If you’re interested to find out more, I can suggest getting involved with NAIDOC week, National Aborigines and Islanders Day Observance Committee, the focus this year is on “Heal Country”.

Naughty by nurture – The season finale one

Gavin Laugenie — Fri, 11 Jun 2021 00:00:00 +0000

We tend to do things a little differently at dotdigital, making the overly complex super simple and easy to use. So, we decided that our podcast would follow suit. Not too taxing or complicated, but packed full of helpful content and super easy to listen to. That’s Naughty by nurture. We didn’t just want to focus on marketing fundamentals and marketing tactics. Bringing you inside information from some of the brightest (and often strangest) minds in the ecosystem. With a little bit of music to brighten up your day too. Speaking of music, the playlist has been a constant reminder that this podcast is fun and factual. So why not follow it on Spotify and enjoy the eclectic taste of our guests. It’s been a fully packed first season. We’ve tackled everything from building loyalty; COVID and how it has affected not just our lives but also our marketing. Real-time content, giving up things we’re just terrible at, what your parents think about customer experience and why it’s so important, and even fishing!

Naughty by nurture has been our absolute pleasure to produce for you all to listen to. That is predominantly down to our fantastic guests. They have made us stop, think, and question how we do things and how we communicate with our audiences. But they’ve also made us laugh out loud on numerous occasions. So we want to send a massive thank you to each of you for taking part and hope to welcome you back on future episodes to make more podcast magic! For now, we’re taking a break before coming back with season two. Watch this space. In the meantime, if you’ve missed any of season one or you feel the urge to replay your favorite episode, you can listen in wherever and whenever you like. On the place, you usually consume your podcasts right here. We’d like to give you, the listeners, the chance to suggest which topics we tackle in season two. So if there is anyone or thing you’d like us to chat with or about, let us know. Until then, keep safe and remember, get to know your customers better, because if you don’t know who they are, you can’t give them what they want! https://open.spotify.com/playlist/2FNViPmOsqisCZAoj4w3mT?si=843970df57154f79

The force is strong with us all today

Gavin Laugenie — Tue, 04 May 2021 00:00:00 +0000

A long, long time ago, in a galaxy far, far away, I discovered the world of email marketing. Honestly, it wasn’t that long ago, and Fulham isn’t that far away. But it works for this blog so bear with me.

Today is May the 4th, which is the unofficial day of Star Wars. Whether you’re a full-on geek like me or you’ve not been living under a rock for the last 44 years, you’ll know something about Star Wars, and if you’re reading this blog, you’ll more than likely have an interest in email automation and digital marketing. So in honor of the vision of Mr Lucas, I’m going to tell you what Star Wars can teach you about digital marketing.

Be wise, use the force

First off, we need to be wise like Yoda. The diminutive green Jedi knew what to do and say to the followers of the force. That’s because he had a plan and was ready for any situation, plus he had a lightsaber and could move things with his mind. Learn from Yoda, make a plan. What is your end goal for each email campaigns? More opens, clicks, revenue? Consider who your audience is and what messages and channels will resonate more with each of them. And if you don’t know who your audience is, search your feelings, or at least create personas so you know who you should be targeting and ask questions of your contacts to get to know them better. You may not have a lightsaber, but there are plenty of tools available to turn you into a digital marketing Jedi. A robust email automation platform is one piece of the puzzle, but integrating your tech stack will give you the force you need to serve your customers and nurture your prospects in the right way. Consider how your CRM, ecommerce, loyalty and review platforms can come together to give you views of your contacts that enable you to target those personas as you should.

Don’t be tempted by the dark side

As Yoda so wisely said once, “fear is the path to the dark side. Fear leads to anger, anger leads to hate and hate leads to suffering”. Hopefully, no one will suffer from your marketing efforts, but they may well become disengaged and unsubscribe. Irresponsible marketing is the path to the dark side in our world—a place with no loyalty, repeat purchases and no case studies or social proof. Responsible marketing is all about building trust which is essential to growing your database, driving sales and extending customer lifetime value. The key is to ensure the customer at the core of everything you do. Kind of like the force! Meaning you reward existing customers and using what you know about them to make them feel welcomed and appreciated. Also, listen to what prospects want and then deliver. Above all, you must do right by their data. Remember, it’s their data. It never belongs to you. It’s just on loan while they’re still interested in what you offer, so be honest about how you’re using it and where you store it.

Be the purple lightsaber

The eagle-eyed amongst you will have spotted a purple lightsaber in the battle scenes of episode 2: attack of the clones (all the others are green or blue). That’s because Samuel L Jackson asked for a purple lightsaber so that you could spot him on a crowded battlefield. Genius right?! Well, that’s what you need to do. Stand out from the rest of the crowd in the inbox. That means doing a couple of things. Work on those tired subject lines. “May Newsletter” is not going to cut it. Please don’t leave it as the last thing you do. Get the whole team in on the act, express yourself a little, play with your tone of voice, inject some personality, a pun or two won’t go amiss, even emoji’s. Have fun with it! Subject lines are one thing, but your content is another. If all you ever do is take, take, take, then don’t be surprised if your customers don’t give, give, give you their money! Offer them some industry insight, let them know what’s going on with you as a business. Write a May the 4th blog! Just do something different so that you don’t look like all you want is their money.

Count your bounty

A cult favourite in the Star Wars universe is Boba Fett, the bounty hunter! A very cool individual and, if we think about it, a very shrewd businessman. He knew exactly where to find the revenue, and he always brought home the bacon or Han Solo. He used his smarts, his tech and his armour to perfection.

Discovering revenue hiding in hard to reach places can be easier for you, too, if you use the right tools like Boba or The Mandalorian. RFM or eRFM can highlight which of your customers should be targeted and when. Lead scoring can be great for this too.

When using these tools correctly, the ROI for email is off the charts. But you’ll never know how well it’s doing if you don’t measure it accurately. Be sure to use ROI tracking and integrate with Google Analytics to drill down into even more detail.

Once you know how much the channel is making, you can justify doing more of what works, branching out, investing more time, and upgrading with new shiny tools just as the Mandalorian does after each successful bounty hunt. This is the way.

Have faith, trust the process

Characters like Han Solo and Lando Calrissian had little faith in the force, to begin with, but after each successful mission, they all knew that something bigger was helping them achieve their goals. Now you don’t have the force on your side, but you can have faith in what you’re doing by trusting the process and testing to ensure you get the results you deserve.

Always be testing. But don’t rush things. Make sure you give yourself enough time to see whether or not a test works. It may take a few campaigns to see what’s going on.

Expand the franchise

Finally, have a vision as George Lucas did. Studio heads probably laughed at the Star Wars script. But George knew if he started small, he could gain a loyal audience and then scale quickly. His baby would then grow and grow.

In the last few years, we’ve seen five new movies and a stellar TV series and much more to come. The Star Wars franchise has evolved! Your marketing needs to as well.

So don’t be afraid to try some new things and introduce new characters. stepping outside of your comfort some with some of the following tools can help to shake things up and grow your business like never before:

eRFM
SMS
Live chat
AMP

That’s enough Star Wars puns for now. But be sure to try out some of the things I’ve mentioned here, and May the 4th be with you (and your emails).

Stephen Lawrence Day 2021

Gavin Laugenie — Wed, 21 Apr 2021 00:00:00 +0000

Here’s what some of them thought about, and what they would like to share with you

Justin Broomes, Strategic Partnerships Manager

Stephen Lawrence’s murder and the story has been prevalent throughout my life. It’s taken me through all sorts of emotions and has certainly had a powerful and lasting impact on me. I was 8 years old when Stephen was murdered. I don’t remember where or when I learned about it but I remember the feeling like it was yesterday and I’ll never forget it. It was gut-wrenching and I was truly scared. I remember watching the news, the footage of the bus stop and feel sorrow seeing the heartbroken faces of Stephen’s parents. That emotion changed to fear when I saw the faces of the men that had been accused. I’d learned for the first time that there were people out there who beat and kill people and who would kill me potentially for my mixed heritage. I didn’t have any understanding of that reality before then. I was in my teens when I learned that the police had deliberately failed to carry out the investigation properly due to institutionalised racism and that this contributed to the accused not being found guilty. Inevitably, anger was my next emotion. I was incensed at the injustice. I still am. I’d learned a second reality, the world isn’t quite what I thought it was, what I’d been told it was and that it certainly isn’t the same for everyone. Despite everything, not all my emotions about it are negative ones. I feel happy when I see how people of all ethnicities have united behind this campaign and that change has and is happening. I feel proud of Stephen’s mother Doreen. A strong black woman that’s fought for justice for more than 25 years and successfully changed legislation for the benefit of others. I still feel sadness and anger that the world hasn’t changed as much as I want but mostly I feel grateful that this experience although awful has opened my eyes and made me more empathetic and willing to call out other forms of discrimination particularly sexism and religious discrimination. For me, Stephen Lawrence’s legacy although tragic has had a positive impact on the world.

Amber Robertson, Principal Product Manager

I can’t remember exactly when I first learned about the racist killing of Stephen Lawrence, but I do know I would have cried. Today when I think of Stephen, my eyes still fill with tears of sadness and frustration. I find it so hard to believe that we still live in a world where people are discriminated against because of the colour of their skin, and like Stephen, killed because of it. It’s incomprehensible. Stephen was a Londoner, and his city failed him. When I think about my own experience in my adopted home of London as a white, Australian immigrant, I’ve always felt welcome. I’ve never been made to feel like an outsider. My white privilege is never having my right to belong being questioned. Stephen never got that. Infuriatingly, racism is still alive and well in London and the UK today. When Stephen died, his life was not only lost, but his family lost theirs too because they’ve had to dedicate their lives to this fighting against a wall of racism to get justice for him. There aren’t many positives in what happened to Stephen and what his family have had to do and are still doing to get justice. But there is one for me because Stephen’s mum is an inspiration. For me, she embodies the kind of Londoner I want to be. One that stands up and never stops, despite what must feel like insurmountable challenges, until we live in a London – a UK – where Black Lives Matter.

Sharon Bugden, Senior Digital Creative

I have nothing but huge admiration for Doreen Lawrence as a woman, a mother and as a campaigner. I work part-time at a charity also founded in memory of a murdered child and I’ve seen first-hand how much determination, bravery, strength and drive are needed to persevere through grief. It takes a phenomenal amount of courage to talk about and repeatedly relive the loss of a child in order to build something positive from such a tragedy. Doreen Lawrence and her husband Neville Lawrence have, for years, been tirelessly campaigning, unfaltering with incredible composure, despite the terrible circumstances of the case, to ensure their son’s legacy is one of change and that no other family has to go through what they have experienced. Doreen Lawrence deserves our utmost respect and support. No one should face discrimination because of the colour of their skin. Stephen should still be alive and through his memory change must happen. We will no longer ignore the racism we all deplore. #BlackLivesMatter #BecauseOfStephen

Amie Lane, Head of Partner Marketing

‘One thing that infuriated me about the conversation that I had with the studio owner over the BLM movement last year was her saying ‘I feel awkward asking, but….’ The ‘I feel awkward’ bit was like: *eye rolling emoji*. It would have been better if she had said ‘Can I ask…’ The above was part of a text conversation I had with my black British friend and it struck a chord. ‘Can I ask….’ – three little words could make a lot of difference! What does Stephen Lawrence Day mean to me? The murder of a young black boy should have the power to send tremors through society and incite change. 28 years have passed since Stephen Lawrence’s death, and with what’s going on in the world right now, it makes it even harder to digest. From reading around Stephen Lawrence Day and what it is about four words keep re-appearing for me: Community, Friendship, Respect and Difference. Each of these words resonates with me but one that seems to particularly stand out is community. Community matters now more than ever. Just look at the last year we have had. Every single one of us shares common ground, but no two of us are exactly alike. Some are taller, some are shorter. We have different tastes in music and art; some of us love yoga, others maybe boxing, some are dog lovers, some prefer cats or both or neither. We worship in temples, churches, mosques, or in our own way. We love sushi, curry, paella, roasts, or all of it. And the list goes on and on, and yes these are very baseline differences, but you get the picture. But what makes us different including race, beliefs, traditions, language & appearance, can create misunderstanding, fear or even hostility. Now more than ever we need to conquer this fear, confront it and talk to each other. We can conquer the fear by removing the unknown, clearing up misunderstandings, learning what we don’t know, asking the questions ‘Can I ask….’ (because there is so much so many of us don’t know, and that’s ok). It can begin as easily as meeting the people next door, speaking to a colleague you haven’t spoken to before, saying hello when we pass others on the street – we can offer to help when we see a need. We can have the courage to step outside of our comfort zone of what’s familiar and speak to people who don’t look or sound like us – to learn about each other’s lives, experiences, and cultures ‘Can I ask….’. Making mistakes and not getting it right straight away is okay, we aren’t all going to be perfect and we definitely have a lot to learn ‘Can I ask….’. Being kind to each other and allowing the growth to happen is also crucial in this. Support in a community is the key to lasting change. Recognizing our similarities, respecting our differences, allowing mistakes to be made and corrected, and making any effort to bridge the gap will be a giant step forward in the right direction; creating communities in which everyone can flourish and pull together to create real, meaningful change. So, this year in Stephen’s memory I am going to listen more, ask more questions, learn and understand better. Maybe we all can. It is not as simple as the below sentence, but I think this is a good place to start… One person, one conversation, one smile at a time can take down the walls that keeps us separate.

Dil Haidari, Customer Success Team Manager

The tragic death of Stephen Lawrence in April 1993 and the events following it was something I have spent the last few days learning about. It is heartbreaking to learn about the innocent death of the young man. Even more harrowing is how Stephen’s family were treated by the authorities following the event. Unfortunately, it is not surprising that racial attacks and injustices like this are still happening. Rather than being on the decline in many places, I fear it’s on the rise. I cannot imagine what Stephen Lawrence’s family must have gone through and still are. However, the fact that we have Stephen Lawrence Day proves that his purpose on this planet was more significant than most of us can ever dream of. In keeping his legacy going, we can continue to shine a light on ‘taboo’ topics. Make people talk about uncomfortable subjects to educate everyone and hopefully build a better future.

Jenna Paton, Content Executive

The worst thing about social change is the acts that it takes provoke it. Why do the calls only come AFTER something horrendous and tragic has happened? Stephen Lawrence – his tragedy, his legacy – is a part of every single one of us. I was a baby when Stephen was murdered, but I know his story. I’ve grown up in a world shaped by the events that took place on April 22, 1993. His mother’s actions, her struggle, her fight for justice have helped create a better society for me and future generations, but there’s still so far to go. Education and community are essential for social change. We don’t need the death of innocent people of incite change. As Stephen’s mother and so many other say, we have to be the change. Enough is enough. I want to live in a world where social change isn’t an afterthought following the death of an innocent human being. Sadly, as with the “war to end all wars”, Stephen’s case wasn’t last of its kind. Tragedies like his continue happen every day. It’s deplorable. It’s so important that we take the time to commemorate days like today. To stop, think, and use every channel and every platform we have at our disposal to make our voices heard. Because the more our voices come together, the louder we are. I’m skeptical by nature, but I believe that even through this blog, we’re helping to make a change.

Devin Sudra, Head of Finance Operations & Credit Control

The 22^nd April 2021 will mark the 28^th anniversary since Stephen Lawrence was murdered in a racially motivated attack while he waited for a bus in Southeast London. This subject still to this day brings mixed emotions to me and many worldwide. Also sparks debates around recent headlines condoning behaviour within the police as we still have a way to go to reach the end goal of being treated fairly. We mustn’t forget some of the good which came from a devastating act. Such as the partial revocation of the rule against double jeopardy which ultimately led to two of the perpetrators which were convicted of the murder in 2012. Out of something so tragic we have seen some positive change around attitudes on racism and to the law and police practice. It’s also important we continue to keep Stephens legacy alive and stand for justice together. I am also very proud to work for a company that embraces positive change and highlight some of the past issues which are difficult to address.

Isabel Munoz, Events Marketing Manager

As an American, I’m a little ashamed to say that this was the first year I had ever heard of Stephen Lawrence Day. Upon reading up about Stephen’s story, and how his parents endlessly campaigned for justice I read the following that really stood out to me, “the investigation of Stephen’s murder had been “marred” by institutional racism in the Metropolitan Police. It wasn’t until 2011 that a trial of those accused of his murder”. This hit me hard because this story resonates with what we see happening here in the United States every single day, systemic racism that’s rooted deeply in our police system. On Tuesday, I cried tears of joy as I saw how Americans reacted to the Derek Chauvin verdict as he was found guilty on all charges in George Floyd’s Death. But then I was quickly reminded of this stat: Chauvin is only the 7th on-duty cop to be convicted of murder since 2005, out of around 15,000 police killings in that time. There is still SO much work to be done. Justice was rightfully served, accountability was finally upheld, but we can’t forget the countless others who have lost their lives at the hands of the police without wishing the same justice for them. The fight for justice is far from over but there is a sense of hope with stories like Stephen Lawrence and George Floyd that though we may never be able to bring them back, that we’re taking long-overdue steps towards justice.

Gavin Laugenie – Head of Strategy & Insight

What were you doing when you were 18? I know I was thinking about Uni, binge drinking, going out with friends and handing in assignments only hours before they were due because I was having too much fun. That’s what Stephen Lawrence should have been doing too. Dreaming big and thinking about what he was going to do with his life. Instead, we’re here some 28 years later, remembering the day a young man needlessly lost his life. I was only 11 myself when the news broke, but I remember thinking why, why did this happen? Why him? What had he done wrong? The simple and hard to swallow truth is nothing. Stephen didn’t know his killers, and his killers didn’t know him. It’s hard to be optimistic about this day. There’s so much sadness and pain connected to it. Of course, if the tragic event never took place, it would be better for us all. Doreen wouldn’t have had to battle for years to have her son’s killers brought to justice. But it was through that battle that we’ve had laws changed, reports of institutionalised racism within the Met Police brought to light, and one day dedicated to remember and reflect on the part we all play in creating a society in which we can all flourish. So today, I say thank you, Doreen. I have the utmost respect for you. Thank you for not giving up and fighting to have justice served. The world we live in might not be perfect, but Doreen’s fight helped to make sure young men and women who look like her son can dream big and enjoy what every 18-year-old dreams of doing. #LiveOurBestLife If you’d like to learn more about Stephen’s story and what you can do to support the cause please visit the Stephen Lawrence day website and share the video below. https://www.youtube.com/watch?v=tk-Tc2g5hSc

What is the perfect ecommerce customer journey?

Gavin Laugenie — Thu, 18 Mar 2021 00:00:00 +0000

2020 sucked, right? I’m stating the obvious here, I know because it was a testing and interesting year for all. Browsing and buying habits changed as our customers adjusted to the “new norm.” I know, the new norm, how many times did you hear that last year? But as our buying and browsing habits changed, so too did our marketing. We needed to up our game.

Brands battled with how they should communicate with their audience to maintain a connection and drive conversion and, ultimately, retention. Marketers have always had to think on their toes, get creative and adapt to challenges thrown at them. However, the shift to ecommerce for many brands was new. Brands looked to D2C as a critical strategy rather than just the latest fad, as many went in search of the perfect customer journey.

Understanding the customer journey

I’m going to let you in on a secret and possibly be a little controversial. The perfect ecommerce customer journey does not exist. Well, maybe that’s a little too dramatic; let me be more accurate; you cannot predict the ideal customer journey. The customer needs to be able to dictate that for themselves. Your job as the marketer is to understand further the parts of the customer journey that will not change regardless of who takes it and be there for them as and when they need you. The elements of the customer journey you can control shouldn’t change too drastically.

You need to be aware that your clientele is becoming more frugal as they cannot predict what their financial situation will be in the months to come. Be empathetic to their circumstances; we’re all adjusting to the “new norm”. Let them know you understand, be helpful, use what you know about them and how they’ve been browsing. Behavioral data is even more critical when shopping habits are changing. Please resist the urge to be lazy and batch and blast. Listening out for these changes enables you to respond accordingly and not assume you know what’s best.

Driving customer loyalty

Merchants who show a little empathy and tell their story can set themselves apart from their competition. It provides consumers with a reason not only to become a fan, signup to your mailing list, and follow you but to remain a follower, investing in who you are, what you stand for, as well as loving your unique products, of course.

Companies like Bite utilize its slow shipping further to highlight their USP as a genuinely sustainable toothpaste company. The brand understands that if consumers are looking to shop with them, they are likely already interested in reducing their carbon footprint and plastic use. As such, highlighting their slow shipping differentiates them from their competitors, proving their commitment to sustainability and thus working to foster trust from consumers.

Meeting customer expectations

Our customers all expect so much more from us; we need to deliver what they’re looking for. To do that, we must start by looking for the path of least resistance. According to Wunderman Thompson Commerce, 35% of all UK online purchases during lockdown were made via Amazon. With that said, the customer expects the purchasing process to be like Amazon; quick, straightforward and painless.

They also want to make sure that what they’re buying is right for them. Imagery can show you how something looks and, for the most part, how it might feel, but reviews are essential. They help customers know whether or not quality is assured and if it’s going to fit their particular requirements. I don’t think these expectations have changed much; if anything reflecting that same ethos of being quick, straightforward, and painless when it comes to returns is also necessary for consumers.

So with all this in mind, we teamed up with Reload digital and a host of partners like Fresh Relevance, Shopify, and Loyalty Lion to bring you a guide on how best to use your data and tech to get more eyes on your brand. With examples from Brewdog, Toms, and Ikea to illustrate how to capture and convert those browsing your website and how to get your customers coming back for more and build brand advocacy.

Gain actionable insights today

Download the guide here and take one step closer to creating the customer journey you geared for success.

The only podcast for marketers in 2021

Gavin Laugenie — Mon, 01 Mar 2021 00:00:00 +0000

At dotdigital, we’re used to creating content to inspire and empower marketers to engage in smarter, stronger ways. But, as we settled into 2021, we decided we wanted to create something new, something different.

From there we created our new podcast series: Naughty by nurture.

As always, at dotdigital, we’re never content with convention. We didn’t want to create a podcast like every other marketing series out there, so we decided to ask ourselves what would really be useful for marketers? As a result, Naughty by nurture isn’t your average podcast. Yes, it’s a marketing podcast, but it’s also so much more.

Meet the host

If you don’t already know me, I have one question: where have you been?

As dotdigital’s Head of Strategy and Insight, I’ve hosted events for marketers for over 10 years. From the dotdigital Summit to the dotties and our dotlive series, I’m a strong advocate for creative thinking in the world of digital marketing.

Sitting on the DMA’s Email Council and speaking at events around the world, I’ve seen the amazing work marketers are doing to deliver unforgettable experiences to customers. I’ve also worked with some amazing people and brands who aren’t afraid to smash the status quo.

As marketers, I believe it’s our job to always be asking questions. How do we do better? Why do we do it that way? That’s the only we can constantly drive progress.

In Naughty by nurture, I’ll be posing these questions and more to some of the most interesting influencers in the marketing industry today. Together we’ll be challenging the way we look at the world of marketing and discovering new ways of working that will revolutionize our day-to-day lives.

What’s in a name?

Naughty by nurture isn’t the typical dotdigital name. You may have noticed that we like adding dots to everything.

I’m really proud of this title, although I can’t take all the credit. That stroke of genius belongs to someone else who’ll hopefully appear on the podcast one day. Regardless, I think it sums up what it’s all about brilliantly. Bit cheeky, a bit fun, but ultimately it about how you can nurture your customer in the right way!

What to expect

I’ve tapped into some of the biggest and brightest influencers in the marketing world right now to deliver fresh insight on a wide range of topics. From finding your calling to developing an authentic tone of voice, we’re covering topics you didn’t even know you wanted to know about.

Our weekly chats are designed to tap into your genius and get your creativity flowing. We don’t want to just help you do your job better, we want you to be the best version of yourself too. That’s what makes this a marketing podcast with a difference.

With each installment of Naughty by nurture, you’ll get to know me and my guests a little bit better. We’ll share stories about how we created our own paths to get to where we are today, as well as secrets to success we learned along the way.

As well as all that, me and my guests will be curating a unique playlist of songs that have helped inspire us along the way.

Coming to a streaming service near you

I’m really excited to be able to bring this new podcast to you. We’ll be launching the first episode on March 5, Friday, with more episodes coming out weekly.

This show is designed, not only educate, but to inspire and entertain. I hope you enjoy listening to it as much as I enjoyed making it.

You’ll be able to find Naughty by nurture on all streaming services including iTunes and Spotify.

The best holiday marketing tips for 2020

Gavin Laugenie — Tue, 03 Nov 2020 00:00:00 +0000

Often what marketers can do when preparing for the holiday period is look to the previous year. Analyze their results, see what worked and what didn’t then, and plan to do more or less of the same.

Most years that would have worked….sadly 2020 isn’t like most years.

This year has been a little different; COVID has caused disruption everywhere, for you, the marketer, and also consumers.

According to Havas media, “45% of UK shoppers care less about Black Friday this year than they did in previous years.”

This could be as a result of an increased number of brands turning to a more comprehensive digital strategy. It could be the fact that online shopping has surpassed $2 billion for 130 days this year, versus two days last year outside of the holiday shopping season.

Either way, if that is indeed the case, we all need to step up our efforts from hereon in. But that doesn’t mean shouting more often and shouting the loudest; it means saying something different and being unique and saying more than buy, buy, buy – in every email we send.

A strong email strategy for the holidays can help us do just that.

This year email has proved emails its usefulness and effectiveness; in fact, I’d go so far as to say that this year email has been pivotal for a lot of brands. Email marketing has plenty of advantages when used correctly. It can leverage sales, generate new customers or leads, and help in their retention. Which is precisely what we want to do. Especially during the holiday season for sure!

So, my holiday hacks are:

Segment and personalize

First, we start with making sure we’re hitting the right people during this period. Segmentation leads to increased relevancy, increased revenue, and less wastage. Most of your customers and prospects will want messages and offers throughout the holiday season. But some won’t want them all, so we’ve got to be sure we’re targeting the right people.

Popover – with data capture over the period, you might want to rethink your approach and change your value proposition. Work harder to show prospects what else you offer beyond great holiday gifts and discounts. Having said that, it’s commonplace for shoppers around this time to sign up for a bargain, purchase, and possibly never return. To cater to that, make sure you flag these people as having signed up during the holiday period. They may only be seasonal shoppers which isn’t great, but if you can flag that, then it’ll be easier to prep for an account for their lack of activity outside of this time of year.

Another thing to consider is your abandoned browse popover – Keep shoppers engaged by using popovers, triggered when a shopper goes to leave your site, to offer them even more holiday goodies.

We should always try to re-engage those seasonal shoppers. Why not use the holidays period as a reason to win people back. For those who genuinely have stopped engaging with your emails, using the excitement around the holiday period can be a great way to bring them back into the fold. In the retail world, you’ll have offers, and holiday-themed merchandise to sell them. B2B and NFP marketers may have award ceremonies and parties like our dotties connected to invite them to. Or simply wish them a merry Christmas…

Be mindful of the fact that some contacts may only be seasonal, in which case they’re not not engaging; it’s just not their time of year. Find a way to pinpoint them and target them differently by mentioning what it was they bought last year and offering up intelligent recommendations—lookalikes, bestsellers, and most viewed products etc.

Amend your content and cadence once they’ve bought. One thing I see with a lot of brands is that – even though I’ve filled out preference centers, thoroughly browsed their websites, and even purchased – many fail to recognize any of that behavior. Their emails just keep coming without any acknowledgement of my purchasing or browsing behavior. Some have even sent me offers for products I’ve already purchased! One of the easiest things you can do to ‘recognize’ a recipient is to know whether they have purchased recently, how much they’ve spent, and what they bought, and then change your mailing cadence and content accordingly.

While we’re on that point, why not offer a holiday, for the holidays –Not everyone celebrates Christmas or is bothered about your Black Friday offer, and some people hate Halloween. In 2019, 293.6 billion emails were sent each day – so you can imagine how many emails are hitting individual inboxes. You have much more of an impact if you’re more relevant. Consider the fact that you’re going to have a lot of new subscribers over this time of year. Drip-feed content without drowning them in emails, and when things calm down again in the new year, resume your regular volume.

When your email lands in an inbox the subject line is the first thing the reader will notice. Pull out the big guns; what has been driving the best result this year so far? Use urgency and FOMO – the fear of missing out – and be concise. That doesn’t mean long subject lines don’t work, but think about the screen size that recipients will be viewing them on. If they’re truncated, you’ll want the juicy stuff to be visible.

Which leads me on to…

Thinking mobile-first! – Personalize the message to the device it’s being received on. Yes, email for sure, but also other channels; SMS, push, or live chat all need to be considered.

Automate

We can always do with more time nowadays, especially at this time of year. So, there are some essential automation programs you’ll need to consider and set up before it’s too late. We can get the right message to the right person, but if it’s at the wrong time, it’ll fall on deaf ears.

Post Purchase – Firstly and arguably, the most important is the post-purchase program. Post-purchase emails at any time of year are incredibly powerful, but especially during the holiday period.

“80% of your company’s future revenue will come from just 20% of your existing customer base” – Gartner group.

It’s cheaper to retain customers than it is to acquire them. At this critical time of year, we want to deliver the best customer experience and encourage repeat business throughout the season, but also well into the new year too. So, please don’t neglect the customer once they have purchased.

“47% of customers would switch to a competitor within a day of poor customer experience.” Don’t scrimp on CX, buyers remorse is real!

Abandoned cart – Not a new tactic, but we need to be smart because holiday shoppers (especially Black Friday shoppers) have incredibly short attention spans and will compare deals across multiple sites. In a study we conducted, Dotdigital users have amassed $245 million from abandoned cart emails. So, give shoppers the chance to complete their purchase via emails, push notifications, and retargeting.

The trick during these busy periods is to reduce the amount of time you would typically leave before sending the first cart email to avoid them going elsewhere.

Event/countdown programs. A countdown timer will create a sense of urgency and persuade a customer to take immediate action. By giving the impression of scarcity and setting a deadline for your customers, they’re more likely to take action. The animation attracts the viewer’s attention and helps build the FOMO. You’ll want to:

Keep it above the fold
Be clear
Position the CTA near it (if you have one) like “register here to get pre-Black Friday deals!”

It’s great to automate these messages to remind recipients who haven’t already taken action to do so.

Seasonalize

I’m pretty sure I’ve made this word up, but it illustrates perfectly what I’m trying to say. Your customers deserve to feel the excitement, especially after the year most of them have had.

Let’s conjure up some fun, bring some life to their otherwise dull inboxes. But don’t just throw tinsel at it. Yes, make it fun, but it’s also got to be functional and user friendly, too. Remember to think about how your returns policies or delivery times might be changing, and get that into your campaigns, especially your welcome emails.

While I remember, someone will inevitably hit send before they were supposed to. So, keep an ‘oops’ email close by to help spare your blushes. Now I want to wrap up (get it…wrap up) looking at some inspirational holiday examples…

Halloween

Kate Spade has a GIF (we all know how much I love them) and a quirky subject like and hero text to boot.

Missguided doesn’t just have products to purchase, but links to related content. The links will ultimately lead to a product page, but this sort of copy will give the recipient added reason to stay subscribed and keep engaged.

Singles’ Day

Singles Day created in China by Alibaba back in 2009 falls every year on 11/11 as an anti-Valentine’s Day celebration. Although prominently a Chinese sales holiday, the trend is becoming increasingly more global, as more and more businesses are getting involved.

So, should you get involved?

Well, Mckinsey states that in 2018 “Singles Day sales made three times more than Black Friday and Cyber Monday combined.” It could be huge. Why not consider it?

Something else to consider is the tactic FatFace has adopted: a charity-focused Black Friday. It’s great for brand-building, and consumers love a brand backing a cause that they can also get behind, and it’s also a bit of an anti-Black Friday move which tends to go down well. The jury’s still out on whether the campaign is good for sales however….

Black Friday

Do your customers need to save a date and act fast, or risk losing out on an offer? Each of these emails should be looking to go further than just a GIF but also drive home that urgency I mentioned earlier with countdown timers.

AMP for email

This email from Nest is where we all want to be. They pulled out all the stops with this AMP email. But what is AMP?

Well…AMP (Accelerated Mobile Pages) is a framework from Google to add interactivity inside your emails so you can do some cool stuff. In this email, Nest’s recipients could add items to their shopping cart directly from their inbox.

A neat feature that significantly elevated the User Experience. Which around this time of year is vital.

So few brands take the time to truly optimize their email marketing; making it a priority is a simple way to stand apart from competitors and produce tremendous results. Which is why in the latest release of the platform 20four we’re offering our clients functionality like this.

In summary

Segment and personalize: Think of the particular occasion and make sure you’re targeting the right people for it. Re-engage if you can, but don’t overload customers with too much over the holiday period.
Automate: Make use of post-purchase, abandoned carts, and countdowns to engage, convert, and excite your audience.
Seasonalize: Have fun with it. Get your audience excited to receive emails from you, but make them functional. Be helpful and don’t make your customers rummage around to get what they came to your site for – be clear and get to the point.

Gavin Laugenie – Dotdigital

A touchdown on epic email

A touchdown on epic email

Yards

Offence/Defence

Touchdown!

The extra point

Teamwork

Halftime show

Contents

Share

Throw a touchdown

2022 goals and predictions

2022 goals and predictions

Empathy

Retention

The value exchange

Customer & User experience

Share

Who cares about open rates?

Who does care?

What is your fundamental objective?

Ok, now what?

Juneteenth – One year on

Julia Neuhold – Product Marketing Manager

Tam Bond – Delivery Operations Manager

Tim Langford – VP Operations

Gavin Laugenie – Head of Strategy & Insight

Ash George – Senior Software Engineer

Beatrice Ellefsen – Head of Customer Success – APAC

Naughty by nurture – The season finale one

The force is strong with us all today

Be wise, use the force

Don’t be tempted by the dark side

Be the purple lightsaber

Count your bounty

Have faith, trust the process

Expand the franchise

Stephen Lawrence Day 2021

Justin Broomes, Strategic Partnerships Manager

Amber Robertson, Principal Product Manager

Sharon Bugden, Senior Digital Creative

Amie Lane, Head of Partner Marketing

Dil Haidari, Customer Success Team Manager

Jenna Paton, Content Executive

Devin Sudra, Head of Finance Operations & Credit Control

Isabel Munoz, Events Marketing Manager

Gavin Laugenie – Head of Strategy & Insight

What is the perfect ecommerce customer journey?

Understanding the customer journey

Driving customer loyalty

Meeting customer expectations

Gain actionable insights today

The only podcast for marketers in 2021

Meet the host

What’s in a name?

What to expect

Coming to a streaming service near you

The best holiday marketing tips for 2020

Segment and personalize

Automate

“80% of your company’s future revenue will come from just 20% of your existing customer base” – Gartner group.

Seasonalize

Halloween

Singles’ Day

Black Friday

AMP for email

In summary