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You receive a number of transactional emails each and every day. From receipts to order confirmations and notifications to reminders, transactional emails are often a welcome site even in the most crowded inboxes. They are nearly always functional, and almost always wasted opportunities. A study from Experian (PDF) found that open and click rates for transactional emails are significantly higher than promotional emails: Open rates for transactional emails

People want these emails. They open them, click links and save them for later, yet very few marketers take the time to make them look good, let alone actually attempt convert prospects or up-sell customers. Talk about a growth hacking opportunity!

I took a look at a few recent transactional emails in my inbox to analyze and grade them. While each had glaring flaws, some actually used personalized data to provide me with useful resources and potentially even up-sell me. This post should serve as a reminder that marketing opportunities are all around us, you just need to think outside the box.

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Email marketing has come a long way since Gary Thuerk, a marketing manager at Digital Equipment Corporation, fired off the first mass email in 1978, which led to his being dubbed the Father of Spam.

Since then, creative marketers have come up with an assortment of email marketing campaigns in an effort to earn their way into the elusive inbox.

In order to accomplish that, of course, the right approach has to be taken. To aid you, I will highlight three important types of email marketing that you should definitely use to earn the attention of your customers and prospects.

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We love case studies at Vero, so we were thrilled when Ish Fuseini, the database marketing coordinator for the NBA’s Minnesota Timberwolves, published a post about a recent email campaign.

The Timberwolves, along with their WBNA partner Minnesota Lynx, hold youth basketball camps each summer. Ish leveraged email to promote the camps with quite a bit of success. Below are some excerpts from his post, which you can read in full here, then a quick Q&A with Ish.

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In the startup world, Twitter reigns supreme. It’s also a largely untapped resource, mostly because it’s incredibly overwhelming.

This post is designed to fix that. It’s a curated look at the resources that have shaped my Twitter strategy and, more importantly, my Twitter philosophy. It may seem random, but I assure you the whole is great than the sum of the parts.

Twitter, in a sense, is the ultimate startup. It has a storied and tumultuous history, plenty of drama, an astronomical growth curve and, now, a number of shareholders itching to know it’s next move. Working for a startup, I find that the history and philosophy of the businesses that make the tools I use can have a meaningful impact on the work I do.

Yes, new followers are important. And yes, driving traffic is important. But before you craft a social media strategy based on data alone, it’s worth exploring the deeper meaning of sites like Twitter. An understanding of the history of each network, some background information on its founders and a few think pieces will help shape your vision and refine your strategy.

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Australia’s love affair with online shopping is a gift that keeps on giving. While more than a quarter of us shop online once a week, we’re shunning overseas sites in growing numbers, preferring to spend our cash on domestic sites. Indeed, 79 percent of Australians who shop online mostly spend their cash on local websites.

Some online shoppers are explicitly seeking out local merchants to mitigate some of the risks, ensure friendly return policies and guarantee quality goods; for other shoppers, it’s all about supporting local retailers.

This is great news for local merchants who are willing to capitalise on the preference for shopping locally.

Many emerging Australian startups are dedicated to making online shopping an easier process and are creating opportunities for businesses to bolster their sales. Here are five innovative ideas to consider in 2014.

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Does writing an email subject line make you sweat?

Knowing it can make or break your email campaign sure puts on the pressure, doesn’t it?

I’m about to make it easier for you to write a winning email subject line. I’m going to share research findings about high-converting email subject lines — the ones that get the email opened and read.

Researchers have tested at least four elements:

  • The use specific words
  • Personalization
  • Length
  • Reader connection

Read on to learn how email campaigns can be affected by these elements and how you can use them to get better results.

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Every day, we receive more email than we’ll ever open. At some point, it seemed like a good idea to sign up for a particular mailing list or subscribe to a favorite group’s updates. But the flow of email rarely slows, so most of us are picky about what we actually open and read. If you want your firm’s email to be a part of the inbox in crowd, you need an email marketing strategy that takes into account who your recipients are and what they’re looking for and allows you to tailor your content to them.

Consider this: 60 percent of marketers say that email is currently producing a positive ROI; an additional 32 percent believe email marketing will eventually produce a positive ROI. These numbers are difficult to ignore.

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It’s time we have a talk about content cannibalization.

Disclaimer: You might be offended but this is a conversation that needs to be had.

Okay, ready? Better metrics aren’t always good for your business.

What the heck does that mean? Let me explain.

Marketers often cannibalize their content by putting the carriage in front of the horse. In content marketing speak, putting the conversion in front of the reader.


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The sad truth is that most people do email marketing all wrong.

Fifteen percent of marketers were willing to admit that their email marketing stinks, but the real number is probably much, much higher.

Everyone uses email. From charities to political advocacy groups and nearly every business, it’s well known that email is a powerful way to build awareness and loyalty. But there are some distressingly common errors, all of which are largely preventable.

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Email receipts are the easiest way into an inbox, yet they’re the most underutilized form of email marketing.

If you own a brick-and-mortar store, why would you pay for paper that you know customers will throw away or lose? A digital copy, delivered straight to the inbox, is environmentally friendly, easy to find and perfect for a subtle call to action. Email receipts are more convenient and less expensive and are likely the future of email marketing.

For online services and businesses, email receipts are a necessity, but they should also be used for marketing. Just a few years ago, businesses thought of customer service as a cost center; today, customer service is at the heart of the marketing plans developed by most successful businesses. In the same way, email receipts are an opportunity for growth hacking.

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