Beth Negus Viveiros, Author at Chief Marketer

Don’t Make Email Marketing a Siloed Experience

A siloed approach to email marketing and campaign management only leads to customer fatigue and frustration. Organizations that tear down these walls and deliver a relevant, seamless, cross-channel customer experience will be rewarded with share of mind—and wallet.

Data & Analytics

Creating Synergy Between Social Media and Email Marketing

The rise in popularity of social media doesn’t mean the demise of email marketing. In fact, social media has the potential to elevate the effectiveness of email when the two are integrated wisely.

Agencies

Voice Of Customer Data Worth Collecting And Analyzing Despite Challenges

Analyzing customer opinions can provide valuable insights. This knowledge, however, is not easily gained. Knowing how to collect this information without biasing it, and aggregating qualitative — non-numeric — data can be daunting. Chris Cottle, executive vice president of marketing and products for Allegiance, offers thoughts on best practices in aggregating and using customer opinions.

Data & Analytics

Holiday Email Watch: Free Shipping Friday Round-Up

comScore reports that consumers have spent $30.9 billion online so far in November-December, a 15% increase over the same period in 2010. While Cyber Monday still holds the record for the heaviest online spending day of the year for the second …

Data & Analytics

GetGlue Connects Entertainment Marketers With Fans

As TV watchers, moviegoers and readers increasingly consume entertainment with tablets and smartphones at their sides, the potential for marketers to connect with them via another screen becomes more and more enticing. Enter GetGlue, which wants to become the social hub for entertainment.

Email

Mobile Helps Pei Wei Asian Diner Collect Email Names

Adding mobile to the promotional mix helped P.F. Chang’s China Bistro’s fast-casual sister chain Pei Wei Asian Diner introduce a new menu item and gain nearly 20,000 new email subscribers in two weeks.

Agencies

Why You Shouldn’t Over Segment Your Prospecting Database

Over the last few years, data marketers have gone to extreme lengths to cherry pick what they think is the perfect audience for each communication they send. But is this approach producing a profitable universe—or just a small one?

Email

Tips for Avoiding ISP Filters and Getting Your Email Read

Some big changes have taken place over the last year in how ISPs process and deliver email. Filtering that used to focus on spam complaints and unsubscribes is now looking at metrics like messages that are deleted without being read, the percentage of messages received from a sender that are opened, and messages replied to.

Agencies

Tips for Using Your Database to Drive Revenue

Direct marketers usually aren’t very creative about how they take advantage of their marketing databases. Sure, modern marketing databases are used to make general decisions about whom to promote. Typically this is done with rules-based logic such as recency, frequency, monetary value (RFM) cells or—even better—with statistics-based predictive models. However, this is just scratching the surface of what a modern marketing database can do.

Data & Analytics

CM Listline: Corporate Gift Buyers List

If you are marketing only to consumers this season, you may want to consider testing a corporate gift buyers list