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Tim Peter Thinks

Tim Peter

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July 16, 2015

Three Quick Business-Building Tips That Don’t Involve Google

July 16, 2015 | By | No Comments

Three tips to grow your business that don't involve GoogleWhat do email, social, and channel partner apps all have in common? They’re among the best ways you can grow your traffic—and your business— without Google, as I point out in my latest Biznology post. Here’s a quick excerpt:

“I debated whether to include channel partners in this list at all. For one thing, you use search, social, and email specifically to avoid using channel partners. And, let’s be fair, not all “partners” always actively work in your best interest.

That said, many channel partners have had great success in driving app adoption amongst customers, and may prove a valuable way to drive revenues and sales for your business. Just be sure that the ones you’re choosing work as a true partner and not in competition with your own direct efforts.

The best way to distribute your products or services via a channel partners’ app is an exceedingly complicated topic, well beyond the scope of this simple post. However, there are a few questions you should consider to help select appropriate partners to work with. Ask yourself:

  1. Can this partner reach a customer I can’t?
  2. Can they do that at a reasonable cost?
  3. Do they provide access to the end-consumer’s data? (So you can continue to build your list and decrease your dependence on partners overall)”

I think you’ll really enjoy the whole post, including entries on email and social—as well as a special bonus tip, too—so be sure to check it out on Biznology today.

And if you want learn even more about how your customers’ changing behavior shapes e-commerce and marketing, be sure an register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You can also check out these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

And, finally, you might want to take a look at some of our past coverage of the e-commerce, mobile commerce, and digital marketing overall, including:

Tim Peter

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March 23, 2015

Why Mobile Email Matters

March 23, 2015 | By | No Comments

Mobile email matters: man reading email on mobileMarketing Profs recently rounded up the details of what consumers dislike about mobile email and found that — in addition to too many, poorly targeted emails:

“Messages are too small to read and interact with (32% don’t like); difficulty seeing full websites on devices after clicking through (26%); and messages are often jumbled/not well-formatted for phones (21%).”

I’ve noted before:

“While the numbers for the US weren’t quite as strong — with “only” 48% of opens coming on mobile — they’re still mighty impressive. Data I’ve looked at in the past puts those numbers a bit above 50% and other data suggests that 50% of email users only read email on mobile. But why quibble over a couple of percentage points? If your customers can’t easily read your message on mobile, you’re still making a major email marketing mistake. As eMarketer rightly notes, “…mobile should now be considered a central part of any email marketing strategy.” [Emphasis mine.]”

The lesson is clear: Mobile email matters and it’s long past time to get on-board. Seriously.

Not sure what to do? Here’s a list of ways articles that can help:

Looking to learn still more about how your customers’ changing behavior shapes e-commerce and marketing? Be sure an register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You can also check out these slides I had the pleasure of presenting recently about how to lead mobile-focused digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

And, finally, you might want to take a look at some of our past coverage of the e-commerce, mobile commerce, and digital marketing overall, including:

Tim Peter

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March 18, 2015

Digital Marketing: The Money Is In The List – Thinks Out Loud Episode 115

March 18, 2015 | By | No Comments

The money is in the list

Digital Marketing: The Money Is In The List – Headlines and Show Notes

And, as promised, you can also check out these slides I had the pleasure of presenting recently about how to lead mobile-focused digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 15m 13s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below:

Tim Peter

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January 8, 2015

Are You Still Making This Major Email Marketing Mistake?

January 8, 2015 | By | No Comments

How to avoid this major email marketing mistakeInteresting research highlighted by eMarketer this week, stating the email open rate on mobile impresses in the UK. Key quote:

“…the percentage share of email opens in the country across mobile, desktop and webmail platforms was heavily weighted in favor of mobile, with 62% of Return Path UK client emails opened that way.”

While the numbers for the US weren’t quite as strong — with “only” 48% of opens coming on mobile — they’re still mighty impressive. Data I’ve looked at in the past puts those numbers a bit above 50% and other data suggests that 50% of email users only read email on mobile. But why quibble over a couple of percentage points? If your customers can’t easily read your message on mobile, you’re still making a major email marketing mistake. As eMarketer rightly notes, “…mobile should now be considered a central part of any email marketing strategy.” [Emphasis mine.]

Need more proof? Well, for starters, consider millennials. According to Aweber’s Generation Media Explorer, more than 40% of millennials use email to stay connected with their favorite stores. Those are better numbers than Facebook, Twitter, Instagram, and Snapchat — or any other channel.

Now, it’s not all sunny news. Unfortunately, while opens on mobile are huge, and growing, click-through rates could be better. According to Marketing Charts, most clicks occur on PC’s and tablets, well above mobile rates. I suspect that’s related to the mobile email experience more than any specific limitation of the medium.

My advice? Develop a responsive email template for your brand or business. Test it against your existing template and see what it does for your results. And while you’re at it, check out these past posts about email marketing for more tips on improving your business’s email marketing results:

Email has long been many brands’ “forgotten” social network, less shiny and sexy than the Pinterests, Facebooks, Instagrams, and whatever other marketing flavors of the month come down the pike. But it shouldn’t be forgotten. Email remains a key component of a healthy, effective marketing plan. And ignoring mobile remains a major email marketing mistake. Not that you shouldn’t also seek new opportunities when they make sense. But pay attention to making email work on mobile and enjoy sexy, shiny results too.

If you want to learn even more about how customers changing behavior shapes e-commerce and marketing, be sure an register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You can also check out these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

And, finally, you might want to take a look at some of our past coverage of the e-commerce, mobile commerce, and digital marketing overall, including:

Tim Peter

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October 9, 2014

Want Better Email Marketing Results? Think Mobile

October 9, 2014 | By | No Comments

Consider this a quick follow-up to my look at improving email marketing effectiveness from earlier this week. Litmus Email Analytics has a cool set of information rounding up the email clients used in September, 2014. Check this out:

Email client use

According to Litmus’s data, the iPhone was the most used email client in September, with more than 1 in 4 emails opened (out of 927 million opens), in September. The iPad contributed another 12%. While Android was at #6, with “only” 6% of opens, it’s not clear to me how many of the Gmail opens at #2 with 15% were on mobile devices. I suspect at least some.

I’ve referenced data showing that using responsive design — i.e., designs that work well regardless of the device used — boosts open rates by 20% a few times now. This Litmus data helps explain why. If 45% or more (27% iPhone + 12% iPad + 6% Android) of all opens happen on mobile devices, your customers need responsive emails to even begin to interact with your brand and your business.

Email marketing remains a key contributor to connecting with customers. It’s often among the first sources of information your customers engage every day. According to Yesmail, 50% of users only read email on mobile and tablet devices. Yet, somehow, many marketers have moved away from email, leading to its status as a forgotten social network. Put simply, email marketing works for reaching qualified customers, and for driving meaningful business results.

Or, at least it will, if you help customers use it on the devices they care about most.

Want more? Then you might want to check out these slides called, “Email Marketing: Keys to List Growth,” from a recent talk I gave to a private industry group:


(And, yes… you can hire me to speak at your next event, too).

And if you’re interested in learning even more about how customers changing behavior shapes e-commerce and marketing, register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

Finally, you might also want to check out some of our past coverage of the mobile, local, social web and how to make it work for your business, including: