Going local with an email campaign can be as simple as segmenting lists by city and including the addresses of local stores or as involved as editing the copy to reflect regional purchasing trends and language dialects. The end goal remains the same: to ground the business in the local community and give customers a sense of trust.
Constant Contact’s recent announcement that it would be acquired by EIG, got me reflecting on the past 15 years and how much the industry’s evolution has taught me about what it takes to effectively sell to small and medium-sized businesses (SMBs).
At Treat Cupcake Bar, Sarah Waters’ responsibilities run the gamut from online and offline marketing and social media management, to event organization and employee development. Of all her responsibilities, it’s online marketing that creates some of her biggest challenges.
While the acquisition is likely welcome news for Yodle’s backers and Web.com’s shareholders, the resounding message for SMB performance marketing vendors is one of caution. The real problem facing large performance marketing vendors like Yodle is that of customer retention.
The devil is in the details: the tone of a subject line, timing of a phone call, recency of the point of contact, marketing cadence, and value proposition positioning — all impact sales. Yet many conversations tend to forget these basics and focus instead on new-age, shiny fixes.
At the end of each year, Street Fight invites staffers, friends, and luminaries from the industry to share their predictions for what’s in store for the coming year. Today, we take a look back at some of the predictions for 2015 to see who was on target and who missed the mark.
The local technology space saw plenty of M&A activity in 2015 and remains poised for another busy year in 2016. Rampant expansion of certain areas such as on-demand services and delivery apps makes further consolidation likely. The startup scene saw its share of healthy — if not billion-dollar — exits as well. Here’s a recap of the five of the biggest exits in the local tech industry in 2015.
Cyber Monday was one for the record books. U.S. shoppers spent nearly $3 billion through digital channels, making it the single largest online sales day in history, according to Adobe, and continuing a string of firsts this holiday season. Mobile continued to display strong momentum from the holiday weekend in driving website traffic and sales.
Data is changing the way large restaurant groups cater to their highest-value customers. Richard Sandoval Restaurants, the upmarket restaurant group with more than 35 locations worldwide, is looking for more strategic ways to use data for customer retention and acquisition. It has started harnessing its email database to make more data-driven decisions using tools like customer analytics and marketing platform Venga.
Endurance International Group, which operates a stable of small business-oriented services, has acquired email marketing giant Constant Contact, in a transaction valued at $1.1. billion. Constant Contact will become the largest brand under the Endurance umbrella. “It’s taking our mission further by getting broader distribution. That’s the number-one rationale for the acquisition,” said Constant Contact CEO Gail Goodman.
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Google Plans to Deliver Packages with Drones by 2017 (Business Insider)… Apple’s ‘Indoor Survey’ App Maps Venues Using Radio Frequencies (The Next Web)… Amazon to Open First Brick-and-Mortar Bookstore (Wall Street Journal)…
The 2015 Street Fight Summit in New York saw the presentation of the first annual Local Visionary Awards, an eight-category competition designed to honor the very best campaigns, companies, ideas, and individuals in local marketing and commerce. The Innovator of the Year award went to Yext CEO Howard Lerman.
The marketing of digital marketing services was once built on guarantees of leads, new customers, clicks, and the like. But when it comes to promoting small and medium-sized business (SMB) marketing products and solutions, the rhetoric and tactics have shifted. The new direction is more consultative and driven by content.
Five weeks after going public, and Blake Irving’s turnaround at GoDaddy appears to be working. But investors remain worried that the transitions is not happening fast enough.
From flash sales and local delivery, to social promotions, email marketing, text message customer service, and even print newsletters, Cole Hardware uses it all. The San Francisco hardware store takes a more-is-more approach to hyperlocal marketing…
Email newsletters are playing an increasingly important role in local merchant marketing, with 65% of small businesses now using the digital channel to drive customer engagement. Here are six strategies for SMBs looking to improve open rates on their email newsletters…
Email marketing giant Constant Contact has rolled out a new coupon feature as part of its growing online marketing tools platform. The new service makes it possible for small businesses to offer discounts based on a given set of criteria such as increasing revenue and attracting long-term customers, within a single integrated resource…