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Grocer Pod – Episode 7

After a short break we are back with a new name – Grocer Pod. The name may be new, but our mission is the same. This month we are talking email with David Cacioppo from emfluence (3:25). Then Marie Lewis stops by to talk food safety (14:16). Finally, Nicholas Segura and Ruby Montoya from Segura Marketing join me to discuss marketing to the Hispanic community (24:50).  

Subject Lines, Like Headlines, Are The Only Thing You Read

I attended the Digital Summit – Kansas City on May 16-17. Over two days I was able to see presentation on everything from podcasts to SEO from a variety of industry experts. The highlight for me was a four hour workshop on email. Honestly, I could write 10 blog posts about what I learned from Michael Barber. Perhaps I will in the future. Today we focus on subject lines. I hate to break it to you, but most people aren’t opening your emails. That means the subject line is often the only part of your campaign that anyone reads. They can quite literally make or break an email marketing campaign. How much thought are you putting into subject lines? We all know that the audience is busy and needs a reason to open your email. Should you include prices? For a long time we thought prices were a one way ticket the spam folder. Not only is that not true anymore, but having a price in the subject line increases click-through-rates by 246 percent. “Worth” and “deal” increase 134 and…

Optimizing Omni-Channel Grocery Shopping

Marketing Communications Strategies for Independent Grocery Retailers If you’ve read my past blog posts or follow me on social media, you know I’ve been busy with graduate school for the past three years in addition to working at AWG. Good news: after a full year of researching, writing and finally defending, I have competed my thesis and graduated with my master’s degree from Mizzou! So what does this mean for you? I’ve condensed my 80-page thesis down to a quick summary of what I learned. The What The lovely title of this blog post is also the title of my thesis. In layman’s terms: I studied how independent grocery retailers (like AWG members) can successfully market and communicate their online grocery shopping offerings to their customers to secure sales online and in-stores. I did this through marketing email communications. The Why Besides the fact that I work at AWG each day and have a vested interest in helping our retailers, omni-channel grocery shopping (online and in-store shopping options) is constantly evolving and grabbing headlines in the news. For example: “By…

Content Marketing Demystified

Content Marketing Demystified (IABC Summit Keynote Address Recap)

If you work with me or any other AWG digital specialist on your digital marketing, you’ve probably heard us discuss content marketing. But what exactly is content marketing? It’s not just about the content we post on your social media profiles, your website or your blog. It’s the strategy behind the content that’s being posted. I recently attended the 2018 Business Communicators Summit for the KC chapter of IABC. The keynote speaker was Quinn Tempest, a digital marketing strategist and graphic designer from Phoenix. Her presentation was titled “Content Marketing Demystified” and she covered the myths of content marketing and the lessons she’s learned about content marketing throughout her career working with various companies and individuals. Quinn describes content marketing as “the art of providing relevant, useful content to your prospects without selling or interrupting them.” She asserts that instead of pitching your products or services, you are delivering information that makes your audience more informed before they buy. The goal is to deliver consistent, ongoing, valuable information your customers/prospects so that they will ultimately reward you with their business…

email icon with crown

Email is Still King

My name plate may say “Web Designer” however give me a little time and I can design a mean little custom email that gets hits on your website. You would think emails would eventually phase out over time, but they are getting stronger, even among your millennial customers. Adobe (think Adobe Acrobat .pdf files) who develops WAY more tools than Photoshop put together a survey about emails last August. About a 1000 white-collar workers took the survey about consumer emails. It seems this is a pretty popular topic. I first found this article from (I know) a monthly email I get from webdesignerdepot.com, more or less. After reading the article: “Adobe Reveals the Secrets of Email”, I noticed a link to an article on the Adobe website: “Consumers are still email obsessed, but they’re finding more balance”. THEN I found a rather dry overview of the survey results and a SlideShare in LinkedIn. So out of these three resources, I tried to pick out the topics our retailers might be interested in, then I’m sprinkling in personal comments on how…

Blog Spelled With Scrabble Tiles

Blogging For Your Business

Blogging isn’t just a hobby for parents sharing meal prep ideas or dedicated fans giving their insights on the latest YA fantasy novel. Some people have turned blogging into a lucrative business. Additionally, already-established businesses can use blogging as another digital marketing platform to share their story and connect with customers. Even small businesses can use this platform and see the benefits of it if they put the work into creating and maintaining it. Getting Started Decide on a platform Talk to your website developer or designer about how to integrate a blog platform onto your store’s website. Find your voice Your blog voice will tie into the overall brand voice you have for your store. It’s the same voice you use in other forms of digital marketing like social media, website and email. Ultimately people like doing business with other people so find a voice that captures your business and shows the personality of your brand. Set a schedule Decide how often you’re going to publish blog posts. Do your best to stick to that schedule so your readers…

Online Shopping Digital Marketing

How to Promote Your Online Shopping…Online

Does your store offer online shopping? Do your customers know about the program? …are you sure that they do? Online shopping is part of the future of grocery retail. In 2016, one in five shoppers had an online purchase and that will likely increase to one in three this year. Yet in a survey of 500 consumers, 41% of shoppers didn’t know if their stores offered online shopping (2017 Online Shopping Forecast). As Kate mentioned in a recent blog post, online shopping isn’t an “if you build it, they will come” program. When launching an online shopping program, your marketing and advertising campaigns need to inform your customers about the program and teach them how to use it. Kate also noted that digital marketing is key to these campaigns. While in-store promotion is necessary, digital marketing will point customers directly to the online shopping platform and that gives them a chance to see it and hopefully try it! Here are some examples of AWG retailers who are using digital marketing to promote their online shopping programs: Website Do more than…

Flyer for Conference: Trends in email marketing

Trends in email marketing

The marketing platform company emfluence held their annual conference Friday, Sept. 25. The event had plenty of speakers and there were tons of people there to learn from. If you are involved with digital marketing in anyway I highly suggest you attend. The session I got the most out of was a panel discussion about trends in email marketing and automation. Here are some of the trends they highlighted: Web-based email account for 31 percent of all opens. Gmail claims 21 percent market share. – The big news this year is the increased ability in adding creative elements to emails. Gmail now allows for responsive designs, improved font styling and better support for many CSS properties.  HTML5 Video is now supported in iOS 10. – Apple supporting HTML5 allows video to be embedded in emails. This allows for a more interactive experience right in the email instead of having to go to a website. Interactive emails – More things are able to be done right in the email than ever before. This lowers the barriers for engagement and makes clickers…

Charlie Hustle Facebook Cover Photo.

Cause Marketing Tips from Charlie Hustle – SMCKC Recap

*Image above is a cover photo from the Charlie Hustle Facebook page.  Charlie Hustle is a vintage apparel company based in Kansas City. Since its founding in 2011, the company has gained a huge following of fans who not only buy its products, but also connect with the brand on social media and support the causes the company promotes. A significant part of the Charlie Hustle brand is its cause marketing efforts. Charlie Hustle helps non-profit organizations fundraise through sales of specialty t-shirts designed specifically for each cause. In fact in the last 12 months, the company has helped raise funds for more than 20 organizations! Why do organizations like Charlie Hustle spend significant marketing efforts on supporting others? By becoming a community partner, brands connect personally with their customers. The goal here is not simply to increase sales (although that is a nice side effect of cause marketing), but instead to develop a relationship with customers, and together do some good. Study after study shows that the millennial generation wants to build relationships and loyalty behind brands that are…