Monday Catch-up: Yahoo, Ad Fatigue and Nurturing Leads

2016 is off to a great start for marketers — it’s a new beginning for us all. We’ve got plenty of helpful new resources in store for you over the next year to take your email marketing to the next level. But let’s get started with a few quick updates …

5 Things Marketers Need to Know About Yahoo Mail’s Makeover

Yahoo Mail recently underwent a makeover to celebrate its 18th birthday with the goal of improving user experience. Improvements were made to search filters, security, and design elements. MarketingProfs is offering five helpful marketing tips to deal with the changes.

The unexpected fallout from post-purchase communications

Purch, a content and media development company, recently released a study it conducted with comScore that reported more than 52% of ad impressions for electronic products were delivered post-purchase. The highest percentage (26%) of any date range came eight to 30 days after a purchase for the product had already been made.

Although a recent article argues this is most likely not due to poor ad strategy, but rather a result of consumer initiated searches about the product as they seek to rationalize their purchase, consumers are irritated nonetheless.

“After seeing the same ad five times, consumers begin to see it as “annoying.” If they see the same ad 10 times, their annoyance turns to anger.” And it does effect the bottom line: 55% of consumers say they’ve been put off from making a purchase because of retargeting activity.

Lesson for email marketers? Tracking previous purchases to offer well-timed complimentary product and upgrade suggestions is the best strategy to avoid consumer marketing fatigue.

For more insight in the consumer purchase path, register for our upcoming webinar below.

Guiding the Consumer Through the Funnel: Steps for Email Acquisition and Nurturing

We’ve partnered with Taboola to bring you a webinar on how to acquire and nurture new leads.  Join us on January 20, 2016 at 11 am EST on how to engage your audience at every stage of the marketing funnel.

In this webinar you will learn how to:

  • Acquire Leads: Successfully capture lead contact information during your first interaction
  • Nurture Leads: Keep the lead engaged through personalized and contextual content and messaging
  • Achieve Results: Move the lead through the journey with your brand or company and accomplish the desired outcome or customer action.

Save your spot now.