Posts Tagged ‘United States’

Can You Keep Up? The Kardashians Are Hiring an Email Marketing Manager

Pack up your Kylie Lip Kit, contour accessories and selfie stick — you now have the opportunity to keep up with the Kardashians professionally.

Kardashian Jenner Communications recently posted a job opening on LinkedIn for an email marketing manager, with a focus on beauty.

This is a full-time position in Calabasas, California, so applicants must be based out of Los Angeles. No word on whether you get to crash at one of the many mansions the brood owns, but here’s to hoping it’s with the Momager herself — aka Kris Jenner.

Before you quit your job and book a one-way flight to LA, know that the job requires at least two to three years of experience in email marketing in the beauty industry. The job posting’s skills criteria also includes leadership, e-commerce, project management and process optimization.  

And no, intimate knowledge of every single episode of “Keeping Up With the Kardashians” is not equivalent experience.

Become a Marketing Manager for the Kardashians

While working for the Kardashian/Jenner family conjures up images of LA decadence — Range Rovers, paparazzi, overpriced smoothie bowls and kombucha — keep in mind that this is a legitimate job. That means legitimate responsibilities.

The email marketing manager will be in charge of creating and managing email campaigns for the family’s signature brands. The position also requires audience analysis to best promote the products.

Here are some of the day-to-day duties:

Participate in weekly strategy meetings
Create,maintain and distribute the email marketing calendar
Manage multiple teams and coordinate their timelines
Run A/B testing on email campaigns and use results for improvement
Keep track of trends in the industry
Provide weekly, monthly and quarterly email performance reports

Ready to throw your hat in the ring? Check out the original job listing for more details and use your LinkedIn profile to apply!

Kaitlyn Blount is a staff writer at The Penny Hoarder. She’s actually never seen an episode of “Keeping Up With the Kardashians” but loves a good Kris Jenner meme.

This was originally published on The Penny Hoarder, which helps millions of readers worldwide earn and save money by sharing unique job opportunities, personal stories, freebies and more. The Inc. 5000 ranked The Penny Hoarder as the fastest-growing private media company in the U.S. in 2017.

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5 Questions About 2018 Email Marketing Research

2018 email marketing research

For the past 10 years, my friend Loren McDonald (formerly of Silverpop, now an Evangelist at IBM’s Watson Marketing division) has authored an annual email benchmark report, looking at how email programs from different types of company fare around the world.

The 2018 edition of the Email and Mobile Metrics Marketing Benchmark Report is out, and it’s a doozy. This comprehensive guide turns over every rock to show you how you compare to your peers with regard to open rate, click through rate, click-to-open rate, unsubscribe rate, and other metrics associated with push notifications and SMS messaging.

The report includes results from Watson Marketing customers in 40 countries, and across 20 industries.

If you send email AT ALL for business, I very much suggest you download the report.  But, I know that some of you don’t want to flip through a 51-page PDF. That’s why Loren and I partnered on a recent Webinar where we summarized the key findings.

If you send email AT ALL for business, I very much suggest you watch the Webinar replay. But, I know that some of you don’t want to sit through a 60-minute Webinar, even though Loren and I got into some deep exchanges about what the data means, and how marketers should apply it to their own marketing.

So, I’ve also created this article that summarizes the most important data in the 2018 Email Benchmark Report, with five questions you may want to ponder when thinking through your email strategy and frequency.

Question 1: What Will Happen to Open Rates in the USA and Europe, Now That GDPR is a Thing?

The Email Benchmark Report finds that open rates vary significantly by region. The average open rate for a Watson Marketing customer in Canada, for example, is 38%, whereas it’s just 17% in Latin America.

open rates by region

Open Rates by Region

Loren and I believe this is, in part, due to Canada’s adoption a few years ago of the CASL (Canadian Anti-Spam Legislation) provisions, which created better email list hygiene nationally. Today, if Canadians get sent an email by a brand, it’s more likely that it’s an email they truly want. That is less true in other regions.

We feel confident that we will see a similar scenario unfold in the USA and Europe, and open rates for emailers that have cleaned up their lists due to GDPR will see a bump upward in average open rate, since inactive subscribers are likely to have been purged to some degree.

Question 2: Are Open Rates Correlated with Company Type?

It appears that this is at least partially true.

The Email Benchmark Research Report finds that open rates vary significantly by industry. For example, automotive companies see an average open rate of 45%, whereas consumer services companies average just a 15% open rate.

Email Open Rates by Industry

Email open rates by industry – how does your company compare?

Since other high-performing industries include Insurance, Telco, Non-profits, and Energy the assumption is that the role the company (or company type) plays in your life contributes to the likelihood that subscribers will (or will not) open emails consistently.

If your insurance company sends you an email, you’ll probably open it. If your television provider does, perhaps you won’t. It’s a matter of stakes and urgency.

Email open rates vary significantly by industry. For example, automotive companies see an average open rate of 45%, whereas consumer services companies average just a 15% open rate. #WatsonMarketingClick To Tweet
Question 3: Average Open Rates are Very Low for Some Industries. Should They Change Their Strategy?

Maybe. But understand this: every email program is a three-legged stool. Those legs are strategy, execution, and list quality.

Strategy is what you are sending, to whom, and why?
Execution is when do you send, who is the email from, and how are the emails written and designed?
List quality covers who is on your list, how did they get there, and what do they expect?

When trying to improve any email program, you must always test and optimize from the bottom up. The first area of inquiry must always be list quality. If your list is comprised of people who were added 10 years ago, or people who were added when they threw their business card into a fishbowl or something, you aren’t likely to have a fantastically effective email program. It’s just not a fresh, engaged audience.

The second area of inquiry is the execution. This is where you do your heavy testing. From line. Subject line. Time of day. Day of week. Design. Clickable links.

Lastly, if the list quality is decent, and you’ve tested all the execution components, and you still can’t get good results, it may be time to reexamine the fundamental approach and strategy.

improve email marketing

Question 4: Why Don’t Open Rates Correlate with Click-to-Open Rates?

A note first on definition. Open Rate measures the percentage of total subscribers that see or “open” your email. Click-to-Open Rate measures the percentage of people who open the email that subsequently click one or more links in the email.

And it’s manifestly true that these numbers are wildly disparate. For example, automotive companies have an average open rate of 45%. Yet, their click-to-open rate is just 13%. Leisure, sports, and recreation companies see an average open rate of just 19%, but their click-to-open is 17%.

click to open rates by industry

Click-to-open rate measures how effective the CONTENTS of the email are.

In fact, it’s possible for a brand to have a higher click-to-open rate than open rate. How? And why do the numbers differ so much?

It’s because these data points measure entirely different things, despite their confusingly similar names. Open rate measures how effective the PROMISE of the email is. All you see as a subscriber is from name and subject line. That, plus your historical relationship with the company is what determines whether you’ll open that email.

Click-to-open rate measures how effective the CONTENTS of the email are. Once opened, subscribers see the text, graphics,  submit buttons, and everything else contained in that message.

Of course, the ideal is to have both rates be high, but if clicks are what you seek (and that’s not always true), I’d pay more attention to click-to-open rate vs. open rate.

Question 5: How Can We Make Emails More Mobile-Friendly?

The Email Benchmark Research Report 2018 includes statistics that show that more and more subscribers are reading emails on a mobile device. In fact, in the United Kingdom, almost two-thirds of all emails sent by Watson Marketing companies are consumed on a mobile device.

In the United States, 48% of emails are currently consumed on a mobile device, according to this research.

email client usage data - mobile vs desktop

Email client usage by ompany region – mobile leads overall!

A few tips to make your emails more effective for mobile devices.

First, keep your subject lines short. They get cut off after just a couple dozen characters, depending upon which email client a subscriber is using on their smartphone.
Second, keep the email itself short. Nobody likes to scroll and scroll and scroll and scroll.
Third, use big, bold images to capture attention immediately.

On the Webinar, Loren talked about an example he uses in presentations where he shows a picture of himself in front of the Taj Mahal. He shows it for just a few seconds, and then asks the audience to describe what they saw. Then, he shows a slide that includes a two sentence description of him at the Taj Mahal. It takes the audience a LOT longer to process and understand when they have to read.

The same is true in your email. It’s better if you can show it, instead of saying it.

I hope this glimpse into 2018 Email Marketing Research helps you improve what you’re sending, to whom, and when. Don’t forget to grab the free report, as well as the Webinar replay.

The post 5 Questions About 2018 Email Marketing Research appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.

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Learning from Target’s Ability to Create Rabid Fans and Emotional Connections

If loving Target is wrong, then Laura and Carrie don’t want to be right. Today we tackle a topic very near and dear to many a millennial woman’s heart: shopping at Target. We talk about why they continue to be able to compete with Amazon, how building sub brands has been crucial to their success and tips you can bring to your own business from the famous bullseye.

You’ll learn:

Why discounts matter – even if they’re small
How a seamless checkout is crucial in person and online
How Target has got Walmart beat at the in-store experience

Subscribe: iTunes | Stitcher

(With your host Andrew Youderian and Laura Serino of, and Carrie McAleer of D.a. Davidson & Company)

Andrew: Welcome to “The eCommerceFuel Podcast,” the show dedicated to helping high six and seven-figure entrepreneurs build amazing online companies and incredible lives. I’m your host and fellow eCommerce entrepreneur, Andrew Youderian.

Hey, guys, it’s Andrew here. And welcome to “The eCommerceFuel Podcast.” Thanks so much for joining me on the show today. And today, I wanna talk about Target versus Wal-Mart, and how two retailers that both are in massive boxes, both are in, you know, cities across the United States, North America and the world, can be perceived so differently.

It’s a little more macro than topics I tend not to use for this podcast focused on seven-figure plus store owners, but I think there are some lessons that we can potentially take away from the comparison.

So, I mean if you look at Wal-Mart and Target, they’re both fighting Amazon. Both of them are kind of stalled out in terms of sales and growth, and Wal-Mart is much, much bigger. They’re about six times as big. And yet Target is the more profitable of the two. If you look at Target, they have a four percent net margin, which is improved from 2.8% in 2013.

And that’s a pretty impressive time to improve your net profit margin, you know, up more than, you know, 33% in one of the hardest, if not the hardest five years in retail ever. Wal-Mart has about two percent net margin, so Target’s twice as profitable. What are they doing right? How are they able to do that with less scale?

Meet The Target Fan Girls

So, joining me to talk about that is Carrie McAleer, who is a certified wealth strategist at DA Davidson and Company here in Boston, Montana, and also happens to be my sister. So, really fun to have her on the show today, and she was kind enough to put all of the terrible things I did as an older brother, a teenager older brother growing up, behind us for this episode and still agreed to come on, so, thank you, Carrie.

And then Laura Serino, copy writer extraordinaire, and of course many of you will recognize as the community and content manager for eCommerceFuel.

Thanks, Sponsors!

But before we dive into that discussion, I wanna thank our two amazing sponsors first, Liquid Web, who offers the absolute best environment to host your WooCommerce store online. If you’re on Woo or you’re thinking about getting on to WooCommerce, it’s a rock solid scalable platform, engineered from the ground up for WooCommerce, and has like a lot of cool features, one for example, they have 25 built-in cart tests to stress test your store.

You can run scenarios where you’ve got dozens or hundreds of people browsing, placing orders, doing cart look ups, to make sure your store is prepared when you get hit with that massive traffic spike on Black Friday or whenever it is. So, that’s just one of many features. You can learn more about their offering and get started at

And then secondly, a big “Thank you” to Klaviyo, who makes email marketing for eCommerce stores incredibly easy, profitable and automated. And one cool feature I want to mention from them if you don’t know about is their Shopify back-in-stock feature. So, it makes a ton of sense, right? You have something out of stock, visitors come, they can’t buy it, you should allow them to be able to enter their email and get notified when it’s back in stock, which you’re doing on your store, right?

Of course, right? No, of course you’re not, because it’s a hassle. You’ve gotta custom coded up in Liquid, or you’ve got to go sign up for a plugin. If you’re with Klaviyo, you can do that all automatically. It’s a very seamless integration. So, if you’re using Klaviyo, set that up, and Shopify of course. If not, you can get started with Klaviyo for free and learn about that and a bunch of other cool features at

All right, so let’s learn how Target can help us build more profitable, better ecommerce stores. So, Carrie and Laura, how often do you guys shop at Target? Carrie, maybe we can start with you and then go to Laura.

Target Makes Habitual Shoppers

Carrie: Sure, I probably shop at Target on average, every two to three weeks, I would say.

Laura: I have a monthly pilgrimage to Target, but I am probably constantly like cyber window shopping on Target on their app and stuff, so I feel like I’m constantly adding to cart, but my in-store is every month.

Andrew: So, how often do you shop online on Target, you said?

Laura: I mean, I’m not purchasing all the time, but I’m almost using it as my new Google now. So, like, anything I need, I’m on Target now and I’m adding to my cart. I’ve got my app, saving it to my Target list. So I don’t know, it’s not necessarily shopping all the time on Target, but I’m just on the website, creating my list every day.

Andrew: With this list, do you create and then you go, you’ll place a pick-up order and then you go and you’ll, when you go to Target in your monthly pilgrimage you’ll buy it, or you use it as like stuff to check out when you’re in the store?

Laura: Yeah, so they have like a “My-list” section on their app, so I’ll like be on their website, or on their mobile app, and I’ll just click, “Add to my shopping list,” and then I when I’m in store, I’ve actually got kind of like a list of things that I’m either meaning to pick up or to check out, and it’s kind of my own curated list that’s very handily on my Target app that I’m shopping with when I go in.

Andrew: Wow, do you do this too, Carrie?

Carrie: I don’t do that.

Laura: You aren’t hard core.

Carrie: You are hard core.

Andrew: You guys hear so much about, like oh, multi-device and, you know, omni-channeling all this stuff and they use there, right it off, and I’m like, “Yeah, right how much do it happen?” but it is actually happening with the way you do it, which is just cool.

Laura: I’m very multichannel, yeah, for sure.

Why Target Has Loyal Shoppers

Andrew: So, I’m gonna throw this out there, kind of just to give you guys a softball for your love for Target, but why do you shop there versus other stores? Carrie, I mean, we can start with you.

Carrie: I think I shop at Target versus other stores for a couple of reasons. I think first of all, they have a bright, clean environment. And it’s a little hard to put into words, but when you enter a Target, it’s bright, it’s cheerful, you have things that are relevant to the seasons, that are very in-style.

I know they work with designers to have certain fashion lines come into Target that are maybe an offshoot and a less expensive line than they would have maybe at the mall, or Macy’s, or Nordstrom.

I know it sounds silly, but I just get kind of excited and giddy when I walk into Target, and it’s bright and, you know, the employees are, you know, they tend to be, in my observation, they tend to be younger than Wal-Mart or other competitors. So, I feel like their employees are happier to be at work, this may not be a career job for them but they’re cheerful. And I think that translates a little bit into my experience when I enter the door.

Our Love of Target Is Deep

Laura: I completely feel the same way, and I almost enter like a blissed-out state. It’s like white and shiny, and clean, and my…

Andrew: Sorry to interrupt, Laura, are you sure they’re not…are they’re handing out pills at the front door that you guys take as you walk in?

Laura: They do have a Starbucks counter, which I think is a real thing. You can get your latte, you can grab your cart. There’s, you know, at least at our Target, there’s a Starbucks right when you walk in.

Carrie: Yes.

Laura: A hundred percent. That is my routine.

Carrie: Your cart has a little cup holder, so that if you are, you know, shopping and you need to put down your cup, you have some more convenience. It’s just, I feel like they get me.

Shopping for Target-only Brands

Laura: They completely get me. Carrie, I 100% agree. I do that, that’s my first stop. I go to the Starbucks, I get my fancy Starbucks, a little treat for myself, and then I start my walk, my Target walk.

And yeah, Andrew, I mean, for me, it’s all about like the Target brands that are only available at Target, they’ve done such a good job at curating their brand, so like even their, just their Target, kind of like the generic Target brand, which is the up-and-up brand, you know, there’s like, it feels just better than a generic brand you’d pick up in a grocery store or at another big box store. I don’t know why. It’s like the packaging or the branding, whatever it is about it.

So, even at like their base brand level, they do a good job. And then they have all these great sub-brands that I like to shop. Like Carrie mentioned, they do really great kind of like fashion pieces for women that are actually affordable, they do great kids’ clothes, they do great, they’ve got great, like their beauty products are great. I mean…

Carrie: Their shoes are awesome.

Laura: Their shoes are so good too. I mean, they just…I think they just…

Carrie: They have it dialed.

Laura: They’ve got it dialed, totally.

An Emotional Reaction to Target (That Is Very Normal)

Andrew: So, you guys, it sounds like you have a very visual, emotional reaction when you walk in the door, is that fair?

Carrie: Yes.

Laura: Yes.

Target Vs. Amazon

Andrew: How do you compare Target to Amazon? Like, how much do you shop at Target versus Amazon? And do you guys have a preference between the two? Like, if there’s something you can get both places, would you prefer to go and get at Target, or do you kinda agnostic, or do you like…where does it fall in the Amazon spectrum of convenience and enjoyment, and just wanting to shop there versus Target?

Carrie: I think I prefer Amazon for the big ticket items that there’s gonna be a larger price difference. But in terms of smaller items, toiletries, clothes, small grocery items, small home goods, Target absolutely, as long as I have the time.

I think Amazon comes into play for me when either I’m incredibly short on time, the item isn’t needed immediately, like I’m not out of my face wash that day, or, you know, if it’s not an immediate need and I can wait two days.

But the bigger ticket items, I am more prone to check Amazon first and go with Amazon if the price difference is larger.

The Red Card Rules

Laura: Yeah, I would agree with Amazon is kind of like a price check place for me now, but in terms of shopping from Amazon now, I’ve almost completely cut it out. And that’s saying a lot for me because I live on an island, so convenience is super key. But, you know, for Target for example, I have the Target red card, okay?

So, if you’ve got a red card I use it as like a debit card, and you always get free shipping on anything, so that’s, you know, okay, so that gets rid of my need for prime.

And two-days shipping doesn’t really work for me anyways, because I live on an island. So, the whole prime thing never really worked that great for me anyways, so I’ve just kind of completely cut Amazon off at this point. I’ve had a bunch of bad experiences with not getting what I really ordered, dealing with like maybe a third party seller someone that has been really hard to deal with getting a refund. I’ve had a lot of bad Amazon incidents lately that have caused me to kind of decide to really cut the Amazon cord completely.

The End Caps! The Dreaded End Caps!

Andrew: Laura, we were talking about this the other day, and you mentioned that Target does a really good job of getting you to buy more than you planned on when you came in, and I was joking that like I’m very “Search and Destroy,” like when I go shopping, I go in, I get it, and I come out.

And you had said that like when you went to Target, there’s a…and even just online, there’s a bunch of meme of people going in to buy, you know, like a stick of deodorant and coming out with like a lot more, and then TV, and of $200 worth of other stuff. How do you feel like Target gets you to buy more stuff than you were planning on, on such a big scale?

Laura: Well, you know, they definitely are good at tapping into consumerism a little bit. I mean, a lot of the things that I do end up buying I think are those impulse buys, you know. They just do a really good job at, you know, that everyone knows when they walk on the interior rows at Target, those end caps are all of the little clearance items. And they know exactly where to put those things and you end up getting suckered into, you know, a three dollar…

Andrew: Carrie is vigorously shaking her head over here.

Laura: Yeah. You know, they do this great job. They have the big red signs that say “Clearance,” or like bright orange tags it’s like, “Clearance Tags”. And if you’re a regular Target shopper, you’re like…you kind it can’t help but be drawn to things like that, you know.

Because I think the Target shopper is someone that looks for deals anyways, and then I just like their brand, so I inevitably don’t really need something for Austin, my son, but then I kind of start looking at the clothes and I’m like, “All right, he can get these five-dollar baby leggings,” because they’re five dollars, and why not add another five dollars to this cart. So, they’re good at it.

But Is The Quality Better?

Andrew: You have both touched on kind of the private brands and the quality, but how much do you think Target has just done a good job of building what appears to be perceived quality, based on the fact that it’s clean, they appeal to like nice colors, there’s like an emotional aspect?

How much do you think is actually better products versus just the fact that you feel good when you go into the store, the store looks nice and so you assume? Like, you actually think you’re getting better quality stuff than you would at another store, Carrie?

Carrie: I think that’s an interesting point. I think it’s probably a little bit of both. I think part of it is the feeling that we touched on earlier about how Target makes you feel when you enter those doors. I think another big thing that Target does to help enhance that is the lighting. I think the lighting is very different in Target and Wal-Mart.

I think the colors, the time they put into the displays, even if the quality of the item within those displays is not significantly different, I think a lot of it they really tap into the visual cues and what motivates consumers visually.

Laura: Yeah, I mean, I know that the five-dollar baby leggings are not $30 baby legging quality, you know? Like, I know that I’m shopping for things that I really like to look up. I like the designs, I like the styles, but I know that these are not…I know that when I buy clothes from Target, these are not going to be hand-me-down heirloom pieces. They’re very much seasonal, you know, a little bit more disposable, which is not always the best saying.

So, for me, it’s not the same as buying from maybe a small business or a brand that really pays attention to quality. But I’m not really going into Target looking for that. I’m going into Target to look for like the things I really need for my house, and then I’m checking out these kind of more impulse things with their sub-brands. So, I think I’m aware that the quality isn’t superior, but maybe it doesn’t really matter as much to me with Target.

Carrie: Especially because the price point we’re shopping at.

Laura: Exactly.

Carrie: We’re buying these flats or these sandals to last one summer, or to match that dress that we have for a wedding, right? So…

Laura & Carrie Are Not Wal-Mart Shoppers

Andrew: I mean, you can’t talk about Target in retail and not compare them to Wal-Mart, and they have obviously, slightly different strategies and approaches, but why don’t you, and this conversation is for the both of you guys. You guys did not like shopping at Wal-Mart, almost the point where, you know, Laura, I think you said once…well, we’ll get to this in the last round, but you’ll go out of your way, you know, very much to inconvenience yourself not to shop at Wal-Mart and to shop at Target.

Why? Like, what is about Wal-Mart that makes you so hesitant to go shop there?

Laura: They don’t have anything I really want. And it’s funny, I was thinking about brands and like the brands of Target that I like are very of the moment. I think they’re hip. I think they’re cute, and I think the only two brands I could think of for Wal-Mart were “Better Homes and Gardens,” you know, like the garden magazine, and I think “The Pioneer Woman,” has a brand there, or something.

Carrie: They do.

Laura: Yeah, so I actually…right there, those two brands, I think of someone much older than me and maybe a little more old fashioned, like doesn’t necessarily…like the Better Homes and Garden thing, maybe she’s buying like big floral cushions for her work or furniture, that shopper, whereas I might be trying to get like a cooler striped cushion for my wooden outdoor furniture. It’s almost like a different kind of, you know, it’s like a different style, almost.

Like, someone that would maybe buy clothes from Old Navy wouldn’t buy clothes from Zara, or whatever the kind of comparison you wanna make.

And then it’s just, yeah, it feels like a gross kind of industrial building. It’s very gray. Every Wal-Mart I’ve gone to feels like dark, there’s no like bright lights. And I’m just kinda like, I wanna get in and get out if I ever get forced into going there.

Their Carts Don’t Have Cup Holders

Carrie: I think also, and maybe this is just due to our Wal-Mart, but I feel like cleanliness. I feel like, you know, when I have gone into WalMart, I feel like I need to take a Clorox wipe and like wipe down my cart, you know, it’s just your cart, but it’s a stark contrast to the Target cart, which is, you know, a little more reinforced and has my cup holder.

Andrew: And these cup holders are a big deal.

Laura: They’re very important when we shop.

Carrie: They are very important. And I also think, you know, when you look at the Wal-Mart shelving, it’s either completely disorganized, a lot of times there are stuff everywhere. And I think Wal-Mart has more of that warehouse feel where they’re trying to fit more goods into Wal-Mart, and I think that open the more open space and less clutter is also an advantage of Target.

Andrew: I mean, the other two that I noticed was Carrie, you mentioned, just like the attitude of the sales associates and people working there, you know, thinking through just the importance of upbeat quality customer service. We’ve all had, you know, you call places and you get someone on the phone who you know is at the end of their shift and not happy to be there, right, versus someone who is like, “Hey, how is it going?” Just even the tone in your voice, or thinking through that it’s little bit, it makes a big difference.

And then finally, the up-sales and the discounts on the Target’s side, those kind of, you know, the things at the end the aisles that you mention, versus, you know, if you’re an online store owner, being able to maybe highlight some of those things in a way that you’re not always discounting and totally killing your margin, but on a regular basis, maybe giving opportunities for people to buy stuff on the cheap that doesn’t, not cross your whole catalog, but select items that can keep people engaged.

So, any other thoughts you guys have on lessons that sellers could take from Target on to their own seven-figure businesses?

Shoppers Love a Discount, Even a Small One

Carrie: I think the one thing that you had said about that, the up-sales and discounts is, I don’t necessarily think it has to be a large discount. I think most of the clearance Target things I buy are 10% or 15% off. But I think there is something that hits you when you see that red sticker, you know, “I’m getting a good deal.”

So the fact that I’m getting a good deal is, you know, if I’m on the edge about a product, that kind of justifies it. Even if it’s really not that much more on sale, it’s a justification that I am happy to use, so I think that’s powerful.

The Importance of a Seamless Checkout

Laura: Yeah, and it’s funny actually, as I’m thinking about the associates at Wal-Mart versus Target. I’m thinking about how the checkout process is so much better at Target. Wal-Mart has people greeting you as soon as you walk in, which for me is kind of annoying. Not that like I dislike it, but it’s kind of like, “Okay, yes, hello, hello.” But you can never get…I’ve never had a good checkout experience at Wal-Mart.

Target always has associates waiting to direct you to the fastest line so that you can check out quickly, and, you know, how important is that to someone, to not get bogged down during checkout?

And so I think that obviously, easily can be incorporated into, you know, eCommerce as well, like just making sure that that process is as easy as possible for customers and really taking the time to see like are there any roadblocks when I have people on my site to get to that checkout point, and how much easier can I make it? I think that’s pretty important.

Target Lightning Round!

Andrew: Yeah, that’s a great takeaway on the ecommerce online world. I wanna do one thing before we wrap this up. Normally, we have a traditional lightning round I do, but given that kind of unique topic, I thought I’d customize it for the Target versus Wal-Mart discussion that we’re having. So, if you guys are up for it, I’ll just do this lighting around super-fast answers, and we’ll see what you think.

All right, so the first question is how many miles would you drive out of your way to shop at Target versus Wal-Mart, if you needed something and Wal-Mart was the closer? So, the options are five, 10, 25 miles, 100 miles, 250 miles, 500 miles or more?

Laura: I have an actual answer to this. I go 50 miles out of my way to go to Target. I have a Wal-Mart two miles away from me and a Target 50 miles away, and I go to Target every time.

Andrew: That’s great. What if the Target was 100 miles away, would you still go?

Laura: If the prices of gas are good, yes.

Carrie: I’m not sure I’m quite that extreme, I think 25 would be my cap. I think if it was 50 miles like you, Laura, I might just have to consolidate my trips down to once a month.

Andrew: Okay, so assume there’s a lawn chair that was $25 at Wal-Mart and a similar lawn chair was at Target, how much would you spend for the same or similar lawn chair at Target versus Walmart? Would you spend $30 for the $25 lawn chair, $40, $50, $100, or $150?

Laura: I’m gonna say $40.

Carrie: I’m gonna say $30.

Andrew: Thirty dollars? Okay, so anywhere from like a 20%, what was that, five, 125, so 60% premium.

Carrie: The hard thing is Wal-Mart is such a process to go in and out of, especially if I had other items that I was gonna get at Target, I don’t know. I think there is definitely a premium, but it’s worth its band.

Andrew: Let’s do the same thing for a TV that was $400 at Wal-Mart, and this assumes that you have to go in Wal-Mart and buy it. So, $400 TV at Wal-Mart, same TV at Target, how much would you spend to buy it from Target versus Wal-Mart, $425, $455, $500, $600, $750? I feel like I’m on the prices right here, $750, or more? What would you spend up to, to buy at Target versus Wal-Mart?

Carrie: TV, we’re talking like $400 price range, I wouldn’t pay more. I’d go to Wal-Mart.

Laura: That’s hard.

Andrew: We broke you, Laura.

Laura: You broke me.

Andrew: I thought your love had no bounds.

Laura: You know what? If it’s a TV, I have a feeling that my husband, Alex, is gonna go in, so I still don’t have to go in to Wal-Mart.

Andrew: I think that’s cheating. You have to be the one that goes in.

Laura: Okay, no. I’m gonna stick at the $425.

Andrew: Four twenty five, okay. What’s the last thing you bought at Target?

Carrie: Night cream.

Andrew: Night cream?

Carrie: Night facial cream.

Andrew: Okay.

Laura: Cleaning products, Mrs. Myers cleaning products.

Andrew: And last question, what’s the last thing you bought at Wal-Mart?

Carrie: My parents use their pharmacy and they don’t live in town, so when they come to town I have to go in and pick up all their prescriptions, so probably two months ago the last time they were here I had to go in and stand in the prescription line.

Laura: I think mine was half-priced Easter candy, and only because my husband had to buy something and I was waiting by the checkout, and bought candy.

Andrew: Is this the candy that falls on the floor and then they pick it up and they’re sold at half price? Is that the stuff?

Laura: I think it was like a few days after Easter, so it was all discounted so I stuck it out.

Andrew: Laura, Carrie thanks for coming on. This has been fun to do. And just for someone who don’t have quite the perspective you guys do, so it’s really interesting to hear how Target does so well but also just the emotional connections they make, and how they’re more profit because they provide obviously a way better experience for people. So, that has been fun. Thanks everyone for sharing and coming on to talk.

Carrie: Thanks for having us.

Laura: Thanks for letting us talk about how much we love Target.

Andrew: Yeah, and we need to get this. Target PR, if you’re listening, it’s be a good idea to me, I don’t know, do you guys wanna list your home addresses for us where they can send some free swag.

Laura: I’m willing to be a brand a messenger for Target, yes.

Andrew: That’s gonna do it for this week’s episode, but if you enjoyed what you heard and are interested in getting plugged into a dynamic community of experienced store owners, check us out at eCommerceFuel is the private vetted community for eCommerce entrepreneurs, and what makes us different is that we really heavily vet everyone that is a member to make sure that there are great fit, that they can add value to a broader community.

Everyone that joins has to be doing at least a quarter million dollars in sales via their store, and our average member does over seven figures in sales annually.

So, if you’d like to learn more, if that sounds interesting, you can learn more and apply for membership at

And also, I have to thank our two sponsors that make this show possible, Liquid Web, if you are on WooCommerce or you’re thinking about getting on to WooCommerce, Liquid Web is who you should have host your store, particularly with their managed WooCommerce hosting. It’s highly elastic and scalable, it’s got built-in tools to performance test your store so you can be confident it’s gonna work well, and it’s built from the ground up for WooCommerce.

And you can learn more about their offering at

And finally, Klaviyo for email marketing. They make email segmentation easy and powerful. They integrate with just about every cart out there, and help you build incredibly automated powerful segments that make you money on auto pilot. You can check them out and get started for free at Thanks so much for listening, and looking forward to seeing you again next Friday.

Want to connect with and learn from other proven e-commerce entrepreneurs? Join us in the eCommerceFuel private community. It’s our tight-knit, vetted group for store owners with at least a quarter million dollars in annual sales. You can learn more and apply for membership at Thanks so much for listening, and I’m looking forward to seeing you again next time.

What Was Mentioned

Andrew Youderian: Blog | Twitter | Facebook | LinkedIn
Carrie McAleer: Website
Laura Serino: LinkedIn | Twitter

Flickr: Better Business Bureau of MN&ND

The post Learning from Target’s Ability to Create Rabid Fans and Emotional Connections appeared first on eCommerceFuel.

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Hotel Marketers Should Embrace Influencer Marketing

Want to learn more about alternative marketing strategies? We’re hosting a free webinar next week, “Taking Back Business from the OTAs with Targeted Marketing.” CLICK HERE to register.

Hotel marketers are always looking for new ways to engage with prospective guests. Some are turning to social media influencers, and this is rapidly becoming more and more common. In a poll of 125 marketers conducted by online promotions firm Tomoson and reported in AdWeek, marketers rated influencer marketing as the fastest-growing online customer acquisition tactic, beating organic search, paid search and email marketing.


Need some evidence to help make the case that influencer marketing is worth investigating for your hotel?

What is influencer marketing?

Influencer marketing happens when marketers create lists of influencers: regular people—not movie stars— who have blogged, videoed, and podcasted themselves into social media stardom. These influencers have proven credibility among and even sales to a specific target audience. Examples include fashionista Chiara Feragni (3 million Twitter followers), YouTube makeup video blogger Michelle Phan (7,600,000 subscribers) and John Lee Dumas of the Entrepreneur on Fire Podcast (923,000 unique listens in December 2014).

While these stars have grown so big they actually have sponsors (advertisers who pay to put ads on their content), they also act as influencers for others in their industries. When Chiara Feragni reviews a shoe or accessory, she’s looking to provide information her audience wants. The product brand doesn’t pay for her comments. These days, influencer marketing is connected to social media stars as the influencers.

Young audiences trust social media stars over TV stars

Who do you think has more influence with teens: Seth Rogan or PewDiePie? Never heard of PewDiePie? He’s the king of video-gaming content, with 34 million subscribers and over a billion total views. Not bad for someone in his early twenties who simply films himself as he plays video games.

Variety magazine found PewDiePie comes out on top, beating comedic actor and writer Seth Rogan by eight spots. It conducted a study measuring 1,500 teens’ perceptions of social and Hollywood stars’ approachability, authenticity and a wider range of characteristics considered to have the highest correlation to purchase influence. Six of the top 10 highest scorers were YouTube stars, not Seth Rogan or other glitterati. Variety’s top 20 most influential stars may surprise you.

daily media time

Other studies have confirmed Variety’s findings about the influence social media stars hold over teens. DEFY Media’s Acumen Report: Constant Content polled 1,350 13- to 24-year-olds and found that 62% would try brands recommended by a YouTube celebrity. Just 49% would act on a Hollywood’s star’s recommendation.

It’s interesting to examine just why a less-successful social media star could have more purchase influencing power than a highly successful and very wealthy Hollywood star.

The key—for the group studied, those under 24—lies in which group is more relatable or closer to the consumer’s life experience. DEFY Media explains:

YouTubers are described as: just like me, understands me, someone I trust, has the best advice, doesn’t try to be perfect, genuine.

Movie stars are cherished for their other-worldly beauty and features that seem superior to the average person’s.

hotel It

This change in perception could be a dramatic paradigm shift. Younger consumers clearly operate from values different from their parents’ when they choose whom to trust. Where older populations put more faith in success and glamour, clearly their children perceive those with less money and maybe even more scruff as more genuine and honest.

Currently, most of the U.S. population with money to spend still seems to trust Hollywood celebrities’ pitches. Those under 24, however, are opening up a whole new path to stardom for those who prefer to perform via YouTube channels in unique fashion.

Young Audiences Consume More Social Media than Television

It’s no wonder that social media stars are taking center stage when it comes to brand pitching. Younger audiences are on their computers and devices more than the family room television or the movie theater. Electronic devices just fit better into their on-the-go lifestyle. As they complete their homework, they take a break with a quick show on Netflix. Stuck in the car, they see what their friends are doing on Instagram, Snapchat and Facebook.

Social influence marketing platform Crowdtap, along with marketing research firm Ipsos Media, found in their study titled Social Influence: Marketing’s New Frontier that those ages 12 to 32 spend 30% of daily media time consuming “user-generated” or “peer-to-peer” content. In comparison, they spend 13% of total media time watching live television and 10% watching shows they recorded.

influence social media stars

So much time devoted to user-generated content rather than television and movies prompts Crowdtap and Ipsos to boldly declare:

Brands looking for consumers to trust their marketing can no longer rely on traditional media to communicate their messages to consumers. In today’s landscape, it’s peer-created content or consumer-to-consumer marketing that drives trust.

DEFY Media’s study came to similar conclusions, although they measured in a different way. They found 96% of 13- to 24-year-olds view online content through social media channels or YouTube at a rate of 11 hours weekly. Eighty-one percent watched 8 hours weekly of scheduled television and 56% watched recorded television for an average of 7.5 hours. The consumption of content through social media channels has given rise to the social media star.

Influencer marketing in your hotel

It is becoming increasingly important for hotel marketers to find new ways to engage with guests and prospective guests. Influencer marketing is one avenue every hotel can test, simply by finding potential influencers that already exist. Your chosen influencers don’t have to be heavy hitters like Ryan Higa or PewDiePie. The right influencers for your hotel might be incoming guests. For example, if your hotel has a large volume of business travelers and is located in a tech-heavy region like Austin, Texas, a venture capitalist with a large Twitter following might be a good bet for you.

Think about your location, your amenities, and the types of guests who typically stay with you when searching for influencers. If you have the resources it’s a great idea to reach out to all guests with large social media followings. Your next influencer may just be waiting to be discovered!

Want to learn more about alternative marketing strategies? We’re hosting a free webinar next week, “Taking Back Business from the OTAs with Targeted Marketing.” CLICK HERE to register.

The post Hotel Marketers Should Embrace Influencer Marketing appeared first on Revinate.

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The Most Effective Subject Lines for your Hotel’s Mother’s Day Email Campaign

If your hotel hasn’t already run a Mother’s Day campaign in the past few weeks, here’s your last chance! This is a huge opportunity for hotels to benefit from the $21.8 billion that US consumers plan to spend for Mother’s Day in 2016.

The possibilities for potentially successful promotions for hotels are endless. Do your guests want to give Mom a day at the spa? A weekend away? Does your hotel have a restaurant that would be a popular brunch destination for guests who live locally?

Whatever campaign you decide to run, when you send a promotional email to your database, the first thing you have to get them to do is open the email. Your subject line is one of the most influential factors in a guest’s decision whether to open or delete your email.

The goal for the subject line for your hotel’s Mother’s Day email campaign is to be relevant and purposeful to your guests. Mother’s Day is about emotions – gratitude, love, affection, and even encouragement. As such, hotel brands need to incorporate the emotions of the holiday into their marketing efforts in order to achieve the highest level of relevance to their email database of guests.

To help marketers find the right voice for their Mother’s Day-themed emails and identify the most effective subject lines, Yesmail, in partnership with Persado, analyzed over 118K emails sent within two weeks of Mother’s Day over 2014 and 2015.

The findings? Mother’s Day email subject lines that elicit emotion have a 21.5% higher open rate than those that do not.

Here are some of the most successful and least successful emotions that brands used in Mother’s Day emails in 2014 and 2015. This data can help you craft a last minute subject line for your hotel’s Mother’s Day email campaign.

Most effective emotions to consider for your hotel’s Mother’s Day email campaign

Emotional language that communicated Encouragement and Curiosity generated the highest open rates for Mother’s Day-themed emails for both 2014 and 2015.

Top Three in 2014:

e.g. “Give mom the Mother’s Day gift she really wants!”
e.g. “Mother’s Day is Sunday. Shall we save you a table?”
Gratification (note that this is not the same as the emotion Gratitude; gratification entails sentiment over savings or sales)
e.g. “Get 10% off a Mother’s Day trip!”

Top Three in 2015:

e.g. “Don’t Forget Mom – Book now for 10% off”

Language placement

It’s also interesting to note that in addition to the emotion chosen for the tone of the subject line, the placement of the Mother’s Day reference within the subject line was important to the success of the email. The analysis found that, as a whole, campaigns incorporating Mother’s Day references at the beginning of their subject lines are significantly more effective with an average open rate of 11.2%. This is compared with 9.7% for emails that contain a Mother’s Day reference at the end of their subject lines.

The Yesmail and Persado research also found that placement affected open rates most significantly on mobile devices (as opposed to desktop devices). Mobile open rates for Mother’s Day emails increase 37% if the Mother’s Day reference is at the beginning of the subject line.

Takeaways for hotels

In order to ensure that a Mother’s Day email campaign is successful, hotel marketers should test a couple of different subject lines, starting with two that play on a variety of different emotions like Encouragement and Curiosity.

One easy way to run a test is to group your database into three different segments – two segments of 10% of your subscribers (A and B) and one segment with the remainder (C). First, send two versions of your email with different subject lines to your A and B groups to see which performs better. The email with the better open rate can be sent to your C group, or the remainder of your subscribers. This will ensure that your hotel’s Mother’s Day email campaign has the best success.

Want to learn more about email marketing best practices? CLICK HERE to sign up for our upcoming webinar for the Europe, Africa, and Middle East regions, Email Marketing Best Practices for Hoteliers.

The post The Most Effective Subject Lines for your Hotel’s Mother’s Day Email Campaign appeared first on Revinate.

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News Cart for June 26th

Below is your eCommerce News Cart for June 26th, 2018:

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In the News:

States Cleared to Charge Sales Tax on Online Purchases Thanks to the Supreme Court — The Supreme Court ruled that states can make online businesses collect sales taxes, even if they don’t have a physical presence in that state.

Ruling opens the door for increases in state revenue…and a compliance nightmare
Overturns a precedent that was set in 1992
Ruling was not strictly along party lines

Etsy Significantly Raises Transaction Fees — Etsy significantly raised fees for sellers from 3.5% to 5%, a jump of 42%

Fees go into place on July 16
Additional fee also applied toward the shipping charges levied on orders
Stock price surged upward 26% on the news.  Merchants were less excited.

Trump Announces Tariffs on $50 billion Worth of Chinese Goods — President Trump announced that the United States will impose a 25% tariff on $50 billion of Chinese exports.

Applies to roughly 1,100 exports targeting aerospace, robotics and auto industries.
Goes into affect July 6
The Dow was down 300+ points Monday on fears of more trade actions against China

Trump Administration Puts Limited Health Insurance Plans in Place — President Trump issued a finalized rule that will enable millions of Americans to buy leaner health insurance plans that do not comply with key Obamacare coverage requirements.

Allows small businesses and self-employed to buy cheaper plans with fewer benefits
Plans do not comply with ACA requirements
Opponents worry they will attract the healthy, making insurance more expensive for the sick

Facebook Introduces Native Subscription Groups — Facebook piloted subscriptions to give support to Facebook group admins.

Allows Facebook group owners to monetize their existing audiences
Currently available to a small pilot group
No plans for the eCommerceFuel Forum to migrate to them

Top Forum Discussions:

(Subscription required to access.  Not a member?  Apply to join our vibrant community of 7-figure store owners today.)

Supreme Court Sales Tax Ruling
Save the Date for ECF Live! 
Updating Dates/Content on Older Blog Posts to Improve Rankings
Annual Expert Update: Importing in 2018
Our EOS Journey
Share Your Amazon Boost Notes

Interesting Reads:

Life in the Silicon Prairie: Tech’s great migration to the Midwest — Startups and investors are increasingly foregoing Silicon Valley for the Silicon Prairie — and with good reason

The Amazing Psychology of Japanese Train Stations — Despite being among the most crowded public transit in the world, commuters in Japanese subways flow calmly and orderly.  It’s not all by accident.

How to Change Your Mind (Book/Audible) — Michael Pollan explores how psychedelic drugs like LSD and magic mushrooms are increasingly being used to treat mental disorders, additions and more.

Top Jobs:

(Compelling opportunities from the eCommerceFuel Job Board.  Find your dream job or post your own job opening right here.)

Associate Software Engineer for Decks Direct.  Benefits include:  PTO, insurance, awesome environment, even more awesome people, only average ping pong players, office kegerator, heavy sarcasm, retirement stuff, probably some fun, definitely some hard work, and 3 bald dudes.

For this role you’ll need:

1+ years of systems integrations
Experience and proficiency with Magneto
Based in Brooklyn Center, MN

eCommerce Customer Service Representative for Tactical Gear Heads 

For this role you’ll need:

Previous experience with customer service; in-store retail, online retail, restaurants, etc.
An attitude for experimenting, failing fast and iterating rapidly.
Location: Indianapolis, Indiana or Remote

Email Marketing Manager for Kettle and Fire

For this role you’ll need:

2+ years experience in email marketing with a track record
Highly data driven and experience with ESP software (Klaviyo a plus)
Remote or Austin, TX

Director of Customer Service for Patagonia, Inc.

For this role you’ll need:

7+ years of experience leading customer facing teams in a multi-channel environment .
College degree or MBA preferred, or equivalent experience.
Based in Reno, NV

Interesting Stuff My Friends Are Doing

A Marketplace and Review Platform for 3PLs – from Aaron Rubin at ShipHero
Go Brand Win – A platform for building your email list through contests from Steve Chou and Toni Anderson.

Andrew’s Musings

This week Andrew talks about a prank he played on a college professor.  To listen, click the play button on the audio player above.

The post News Cart for June 26th appeared first on eCommerceFuel.

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