Recent Posts by Clint Kaiser

One industry that’s been majorly impacted by social distancing, government-mandated health and safety restrictions, and regional and countrywide lockdowns than the travel and hospitality industry. Even once travel restrictions are completely lifted, marketers within these businesses will have the tricky job of messaging to consumers who are reluctant to take trips for either business or recreation. Because of this reluctance, Goldman Sachs doesn’t expect 2019 travel levels to...

Most major B2C brands and retailers will start planning for the 2020 holiday season soon, if they haven’t started already. Under normal circumstances, it’s challenging to accurately forecast, diligently plan, and effectively execute your holiday marketing campaigns. This year, with expectations of a second wave of coronavirus outbreaks and restrictions, the possibility of countries around the world slipping into recession, and global supply chains disrupted, it will be...

How often should I email my subscribers? Without a doubt, that’s one of the top five most frequently asked questions my clients have asked me over the years. My quick answer? If the content is relevant, then frequency is irrelevant.  Put another way, if your emails contain information, offers, news, updates, and other content your subscriber wants, needs, or expects, then you can essentially send as often as you’d like. That’s the ideal, but the concept of an always on,...

In Part 1 of this series on personalization, we discussed the importance of responsiveness and reacting to customer behaviors. These leading indicators of activities you want to accelerate or mitigate in a timely fashion are key to building a highly personalized customer experience. Let’s say you’ve nailed that though. What’s next? Data-driven relationship marketing, which takes a huge step toward meeting customers’ ever-growing expectations. There are a handful of rules here...

Ask any marketer how they plan to accomplish their goal of improving customer retention and loyalty and almost without exception they will say, “Better personalization and automation.” That’s code for “We’re not treating our customers like we know them.”  In today’s world where personal curation of products is so high—Design your own tennis shoes! Watch anything, anytime, anywhere! Get vitamins personalized to your gene profile!—expectations of brands to seamlessly communicate...

When faced with a problem, it’s easy to get sidetracked into focusing on superficial metrics or jump to conclusions, especially when it involves what appears to be a quick fix. Instead, marketers need to look beyond the obvious and easy, and ask deeper questions like: What’s the core driver of the issue? Are there multiple issues at work here? What levers can I pull to mitigate or accelerate what’s happening? What’s the best way to test my theories to come to a clear course...

When is the best time to send email? This question has been one of the most asked in the email marketing industry for well over a decade. And the urgency to answer this question correctly has only grown. That’s because we live in a time-strapped world where we only want things when we want them. But when we're ready, we want them immediately. In the meantime, email messages are coming in all day, every day—largely without regard to when customers are most interested in reading...

Email marketing is so effective and has such a high return on investment that brands often settle for good enough when they could be achieving much higher returns. In this blog post series, we’ll be examining several overlooked opportunities to increase your email marketing performance. One of the biggest opportunities comes from optimizing your triggered or automated emails. These high-performing, workhorse emails reliably perform hour after hour, day after day. They include...