Thursday, July 25, 2019

Funniest Amazon Customer Question Ever!

As you all know, Amazon.com has a section on the bottom of product listings called Customer Questions. Usually, prospective buyers want to know about the actual size of the product, is it compatible with X, does it work for Y, etc.

And then once in a blue moon, one comes across a hilarious question that I still don't know if the person who asked the question was serious to begin with.

 Check out this listing for a pet feeder on Amazon.

Pet Feeder
If you look at the first Customer Question, you'll see this:
Can I use these for cereal and milk for kids?

I thought that was a strange question for a pet feeder. Curious, I clicked into it and read the most hilarious thread ever...and possibly the most disturbing if the person asking the question was serious, as well as the people who answered back seriously about the types of cereal and milk that would work with this pet feeder.

I was ROFL. The community loved it too because it got 37 votes to keep this question pinned to the top.

Read it here and judge for yourself. Enjoy!
Customer Question
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Sunday, June 30, 2019

Can't Blame Amazon Completely for Barnes & Noble's Downfall

As 2 suitors, Elliott Management and Readerlink, possibly fight over Barnes & Noble, the beleaguered bookseller, I can see why the chain is dying and the hard work cut out for its new owner.

The media always blames Amazon.com for B&N's misfortunes. But I found out first-hand that it's also B&N's own doing. In fact, smaller independent bookstores have seen a resurgence, despite B&N's demise.

Recently, I was looking for a Funko Pop gift online and found it at BN.com. Better yet, it was 25% off according to its website. I didn't have time to have it shipped so I went to a nearby store and didn't see the need to buy online and pickup in store because I wanted to see it live first.

At the store, there were 100s of Funko Pops across 4 large display shelves, stacked at least 2 boxes deep! Of all the stores, this B&N had the most Funko Pops I've ever seen. Normally, such a large selection is great. But not today. I tried to ask a worker to help me find the one I wanted, but I had no luck in tracking someone down nearby. I eventually found it myself.

Now all I had to do was pay for it. Easy, right? Sadly, no. B&N makes it really hard to checkout when a customer is ready to actually buy!

First, I couldn't find anyone at either of the 2 Cashier stations. So I walked over to the Customer Service counter and a worker there tries to explain to me that it is "normal" for no one to be at one of the counters because the workers are on the floor. Then why is there a Cashier sign to direct customers to go there and pay if you don't expect a worker to man that station? As for the second counter, she pointed back towards the Cashier counter and said a guy was walking over there now. No apologies at all during this whole exchange and she made me feel like it was my fault for even asking her where is a cashier so I can pay.

So I walk over to the Cashier area, and they had an "Enter Here" sign pointing customers to the far right. But there was no one in line so I thought I'd walk right up to the cashier who saw us coming. He looks at me and nods his head to his left (my right), as if signaling me to follow the sign and queue the long way around to the other end of the cashier counter, only to work my way back down to him...as if B&N ever has long lines or a stampede of customers these days.

When I finally reached the cashier, I told him that the $39.99 price on the box was higher (48% to be exact) than what I saw on their website. I showed him on my mobile phone the price on BN.com (see below).

BN.com product page


BN.com shopping cart - sales price ($26.99)
B&N in-store price on box ($39.99)
He said no problem. He can price match. Great! But wait, there's more! He said he could only match the $29.99 price. But online, as shown above, BN.com had another 10% off with promo code SUNSHINE. So the price before taxes was $26.99.

He said he "had no way of price matching AND applying a discount." Why is that even 2 different things in his mind? If he's going to ring up any price into the register to price match, why not entire the $26.99 amount instead of $29.99?

Frustrated by the whole experience so far, I just accepted the $29.99 price to get out of there. I can't believe how complicated their price match policy was. And it's not like I was asking him to match a COMPETITOR'S offer. This was their own website for crying out loud!

I guess it's not entirely the workers' fault for the horrible in-store experience. When business is dying, I guess B&N is not used to customers actually buying something in their stores!

TIP: If you ever see something on sale on BN.com that you must get that day, you should always buy online and pick up in store, instead of assuming you can easily walk in to buy it!

Ultimately, successful retailers today have to offer consumers a compelling reason to go into a physical store and when consumers show up, retailers have to offer helpful customer service and a consistent omni-channel experience, especially when it comes to price. Is that too much to ask?

#FAIL for Barnes & Noble.

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Tuesday, May 14, 2019

Google Marketing Live Day 1 Takeaways

Ok, it's late. I just finished watching the Golden State Warriors destroy the Portland Trail Blazers in Game 1 of the NBA Western Conference playoffs. My mind is still racing from attending today's Google Marketing Live 2019 event. And while my fellow GML attendees enjoy a free concert tonight with Katy Perry, here I am writing about my takeaways from today's product announcements for you, my readers. =)


Google's main themes were focused on:

  • Be responsible - Gee, I wonder why they led with this? Perhaps because of the consumer backlash around online privacy and the threat from regulators to breakup the online duopoly?
  • Be there - Google plans to reach you across its vast ecosystem 
  • Be useful - Google spoke a lot about personalization, understanding user intent, and predictive analytics 

To that end, a lot of the new ad products further exploit machine learning and AI to automate things from bidding to optimizing placements to even creative development. Google is also expanding ads across more of its properties, even Google Images. I suspect Pinterest's success has inspired Google to try to monetize its Google Images site. And there was lots of talk about using all it knows about users and users intent to anticipate their needs...while protecting user privacy.

If you're an e-commerce retailer, there were some exciting announcements from Google. Here's a few that caught my eye.

DISCOVERY ADS

As a long time Android and Google user, I never noticed the Discover button on the home page of the Google app or Google.com. But apparently lots of people do as Google claims 800 million people use it monthly! So, naturally, Google is going to try to monetize those eye balls and Discovery Ads aim to do that. Discovery Ads are essentially mobile-first native ads that appear in multiple Google properties with feeds: Google home page feed, Youtube home page feed, and Gmail. (Not sure how Discovery Ads in Gmail will conflict with regular Gmail Ad buys though. And I suspect Discovery Ads reporting won't be too transparent with reporting by placement like with Google Smart Shopping. We're just asked to trust the black box algorithm to automate things for us.)

SHOWCASE SHOPPING ADS EXPANSION

These large, visual ads have been around for a few years and drive user engagement on mobile. I've seen success with these with my retail clients. So when Google announced Showcase Shopping Ads will expand to Google Images, Discover feed, and YouTube feed, lots of people got excited naturally.

MOBILE APP DEEPLINKING FROM ADS

It's frustrating when my mobile ads drive users to my mobile web site, even when my customers have our app downloaded on their phones. So it was huge news when Google announced Search, Shopping and Display campaigns will now link users directly into the mobile app. In its tests, Google saw 2X conversion rate lift. No surprise! Google also announced improved mobile app reporting if you also use Google Analytics for Firebase.

GOOGLE SHOPPING FACELIFT

Google has redesigned the Google Shopping site experience to be more personalized and centered around the customer journey. And it will prominently focus on driving sales for advertisers by encouraging users to either (1) buy directly on an advertiser's e-commerce site, (2) go to a local store, or (3) buy directly on Google leveraging Google Express.

Also, as part of their Shopping Actions Program, this shopping experience will also extend to Google.com, Google Assistant, YouTube, and Google Imagesto  allow users to buy directly from these Google properties!

Alright time to call it a night. Unlike Katy Perry, I am no longer "Wide Awake." If you want to learn more, check out the Google Ads blog.

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Monday, April 8, 2019

Samsung Galaxy S10: Life 1 Month Later

I can't believe it has only been one month since I upgraded from my Samsung Galaxy S7 to the S10. I just love it! Here are some of my favorite things about it.

Prism colors! I got the blue one. I usually get a black phone, but this time I saw the prism blue and how it reflects in the light (see below) and it was love at first sight.

Huge screen. I didn't think it was a big deal at first to not have a black bezel on the top and bottom of the front screen. The physical size of the S7 and S10 are very similar. But once you get use to the longer screen, it's hard to imagine going back. There is only a small dark circle in the upper right corner for the camera. This really opened up a lot of usable screen space, which is most noticeable when viewing photos.

Hi-res screen. Speaking of screens, the screen resolution is so crisp and the letters are so smooth. You can go up to 3040x1440 (a.k.a., WQHD+).

Telephoto lens. At one point, I was considering the S10E, which doesn't have the telephoto lens. I didn't think I really needed it, but I discovered I use the 2x photo lens all the time for far away action photos.

Bixby routines. While this is not new to the S10, it's new to me. It's convenient for programming some things you do frequently. For me, I created a custom Bedtime routine that shuts down a lot of things. I was surprised you can even customize the 2 bottom shortcut buttons on the Lock screen. And you can also lock the screen orientation. You know how when you reach for your phone while lying in bed still, sometimes the screen rotates on you when you don't want it to? I set it to Portrait mode at bedtime. Lastly, having a set time for my bedtime routine that includes Airplane mode has the additional benefit of ensuring I limit my screen time at night.

Bedtime Bixby Routine 

Scan document feature on camera.
This feature is amazing! It's under Scene Optimizer. With this mode on, somehow Bixby recognizes when I'm taking a photo of a document and it reorients it so it's straight and crops it, even if you shoot it at an angle.

BEFORE: "Scan" hint while taking pic of a document

AFTER: Photo of document auto-cropped and auto-oriented

Apps Edge.
 I gotta admit I never saw the benefit of the Edge screen when Samsung rolled this design out a few years ago. I thought it was partially a parlor trick to create the illusion of an infinity display. But I have finally found a good use for it. Samsung lets you select Edge Panels. I especially like the Apps Edge panel to create custom shortcuts and folders. This has cleared up space on my home screen to tuck away popular apps that I use frequently, but not all the time.

Edge Panel customization options

Gestures for navigation bar. This is an Android Pie feature and not exclusive to the S10. This is also similar to what Apple iOS got last year. But the gestures are a lot more customizable on the S10. For example, Samsung gives you the option to:
  1. Not use gestures at all (if you like the classic 3 Navigation buttons -- menu, home, and back -- to still show 100% of the time on the bottom of your screen)
  2. Get hints for gestures with 3 grey lines along the bottom of your screen to remind you to swipe up. I am slow to change, so I chose this mode for now :)
  3. Go all in with gestures with no visual hints
Setting Gestures for Navigation Bar

Horizontal recent apps menu. This horizontal carousel view is also borrowed from iOS and is a Pie update. I like how it shows open apps side by side instead of vertically stacked cards behind one another because it's large enough that I can read the screens as I flip through them.

Bixby button remap. This is a new ability to re-assign the Bixby button on the left of the phone to do something else.

My one complaint is actually one of the most touted features on the S10: ultrasonic fingerprint sensor. The fingerprint recognition is not as responsive as the physical sensor. Often times, I give up after 2-3 times and use my PIN. Sometimes it thinks I'm off or it says to press harder.

Bonus tip: If you are looking for a slim clear plastic case to show off your gorgeous prism-colored S10 like me, I highly recommend this Trianium Clarium Case on Amazon. Best $9 you will ever spend for a case of this quality. It fits perfectly and snug, even along the bottom where the ports are. And the cutout for the camera lens on the back is not very deep, like other cases I've had in the past.

Prism Blue S10 in Trianium Clear Case

Overall, the S10 is a home run!

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Sunday, March 3, 2019

YouTube Should Make Channel Owners Moderate All Comments To Serve Ads


Controversy is brewing again between YouTube and major advertisers. In case you haven't heard, YouTube has recently disabled comments on videos with minors due to predatory behavior. That was after major brand advertisers, such as Disney and Nestle, pulled their ad budgets. That tends to get YouTube to act.

And YouTube says they've fast tracked a new tool to identify inappropriate comments automatically.

I don't think this is solved by technology alone.

If a person or company wants to have a YouTube channel, it implies they want to connect with users. And with that should come a serious level of responsibility to monitor what happens on your channel and one can't expect technology to do it for you.

I also feel like the broader user community can't be expected to flag issues for YouTube. That could help be part of a larger solution.

YouTube can't put the burden on advertisers either to flag inappropriate comments because that's not an advertiser's core competency. Advertisers just want to make a media buy and trust their ad will be shown in a brand-safe environment.

Instead, what if YouTube put the responsibility on YouTube channel owners who wish to monetize their channel to actively moderate their comments? If you choose to sign up with YouTube to make your channel eligible for showing ads, YouTube should set all comments to require moderation by the channel owner and not post comments automatically. This would force the channel owner to ensure a brand safe environment. Otherwise, YouTube should not allow a channel to run ads. This has the benefit of aligning incentives for all parties because both Google and the channel owner want to make money from advertisers and advertisers want to invest in online video advertising.

Some owners of popular YouTube channels may balk at this idea, saying they get too many comments or views to moderate them all. If that's true, they must be making lots of money from ads! So guess what? You have to invest some of that money on moderators or community managers to continue to make money and maintain your brand-safe advertising environment!

As they say, it takes money to make money...

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Sunday, February 10, 2019

WARNING: Hulu (No Ads)+ Live TV Has Lots of Ads!

I've been using Hulu + Live TV for several months after evaluating all the major OTT live TV streaming providers. I initially signed up for the $39.99/mo plan. Having come off of Dish TV with its ad skipper functionality on its DVR, I grew used to not watching ads on my favorite TV shows. So when I got Hulu + Live TV, I was so excited to discover that for an extra $4/mo more, I would not have to watch ads. Seemed like a great deal to remove this inconvenience and I was surprised they didn't promote this more on their website. According to Hulu's fine print, with the exception of a few shows, there's no ads.
My current plan

If you click on the Learn More link, Hulu even lists the shows that are subject to ads. Since I didn't watch any of them, I didn't think it would impact me.

But I soon discovered all, but 2, of my shows I watch regularly have commercials on playback. I understand when I watch live TV, I have to sit through real-time ad breaks. But I am watching these shows on delay (not live!) from their VOD library, not even from my cloud DVR. These ad breaks vary from 2 minutes to sometimes nearly 4 minutes of unskippable ads. From NFL Prime Time to Madam Secretary to S.W.A.T, I had to actually spend 30 minutes to watch a 30 minute show again! How is this possible with my $4 add-on plan? 

Their list of shows with ads was very short. But where are the shows I watch with ads? Why aren't they listed? Then I found this buried deep in their site. 

If you subscribe to Hulu (No Ads) + Live TV, please note that you will still see ads during live streams, DVR recordings and the additional on-demand content that is offered directly by each network.

The fine print


Apparently, this "network on demand" content from their live TV service is totally different and outside of their "standard" Hulu (No Ads) VOD library for $11.99/mo.

It's so confusing, that Hulu even has a help page dedicated to this question!

Even more confusing, the same show in their VOD library may have ads for newer season episodes, while older seasons will have no ads! All due to their negotiated contracts with ad networks. As a consumer, you can't even tell where that line is drawn until you're cruising along happily binge watching your favorite show without ads, and then BAM! You hit a 2-minute commercial break.

It gets worse. Here's an example of an even more lame user experience. When I watch ESPN and sometimes they don't sell out their ad inventory, they show a placeholder still frame for 30 seconds with an annoying elevator muzak loop. Why would you make a viewer watch dead space on delayed playback (not live TV use case here!) that clearly was not monetized? Just give us 30 seconds of our lives back and cut back to our favorite show earlier, people!

ESPN 30-sec non-commercial commercial break splash screen
Fast forward to present day and the new price hikes announced by Hulu earlier this month. This made me re-evaluate my current plan. While in my account, I looked for the fine print on my "no ads" plan.

I now realize the name of the service offering is very deliberate and subtle. I thought I had subscribed to Hulu + Live TV (No Ads) plan. However, it's actually called Hulu (No Ads) + Live TV plan. So it's technically true that the Hulu's original video on-demand library has almost no ads, but they are not claiming that for the "+ Live TV" portion of the service.

Here's something else I discovered. If you upgrade to their Enhanced Cloud DVR add-on for $9.99/mo (previously $14.99), you can fast forward through ads on your DVR recordings. But that does not apply to content in their VOD library still so watch out! Plus that's a hefty price premium. I honestly would be willing to pay probably an extra $10/mo for no ads across the entire Hulu + Live TV experience if they offered it!

Hulu is also apparently testing a new Pause ad unit with Charmin and Coca-Cola. I hope this works actually because maybe it will then allow Hulu to lower the ad load during my favorite shows.

It all boils down to improving Hulu's marketing and user experience:

  1. As a marketer, I can see why Hulu carefully names their service this way. I'm sure they thought about it in the boardroom: Hulu+Live TV (Lots of Commercials) does not sound as alluring as Hulu (No Ads)+Live TV. So is Hulu committing false advertising? You decide.
  2. The inconsistent user experience between ads shown with video content from the standard Hulu library vs. network partners is confusing. How is the average consumer supposed to tell the difference in source? Not to mention the fact that they shouldn't. It's ONE Hulu service to me and I don't want to split hairs. So I removed my $4/mo "no ads" add-on. With their newly announced price adjustments, this means my total monthly price only will be $1 higher now ($44.99 vs. $43.99), instead of $7.
I really do miss the ad skip button on my old Dish TV remote...

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Sunday, November 11, 2018

FIRST PEEK: Amazon 4-Star Store

This week Amazon opened a new 4-Star store (its third one ever) in Berkeley, CA, and I just had to check it out! Readers of my blog know I'm a big Amazon fan =)

The 4-Star store is located on 4th Street, a cute little commercial strip in west Berkeley that includes big retailers, such as Apple Store, Sur la Table, Z Gallerie, as well as local merchants and eateries. The 4-Star store actually replaced a Crate & Barrel Outlet I liked that closed earlier this year.

Amazon 4-Star Store, Berkeley
If you haven't heard of 4-Star stores, it's different than Amazon Go cashierless stores. 4-Star stores are manned by real people and you can check out at a normal register counter. They appear targeted towards consumers who don't want to wait for delivery, have security concerns with packages left at their doorsteps, or just want to physically see and touch a product, so they prefer to buy from a physical store.

Also, as the name implies, all the items are rated 4 stars or higher, as well as items that are new or trending based on what Amazon's website knows about shopping patterns in the surrounding area. A store employee told me inventory will constantly change based on local preferences and sales data. Yay, BIG data!!!

The store stocks hundreds, maybe 1000s, of products, ranging from books, toys & games, kitchen appliances and gadgets, home goods, consumer electronics, and of course, Amazon-branded Echo, Kindle, and Fire TV devices.

Inside Amazon 4-Star Store, Berkeley
I liked a section called Amazon Launchpad that featured products from start-ups. I actually saw the Rocketbook I bought for a friend's gift last year here.

Amazon Launchpad section
I have mixed feelings about the store layout. While it was semi-organized by department with big signage, such as "Devices and Electronics" and "Home and Kitchen," there was also lots of random stuff on tables in the middle of the store. While this created a sense of discovery, much like what has made discount stores like TJ Maxx or Ross popular, at times it felt cluttered and overwhelming.

I was really impressed by the dynamic price tags or "shelf talkers". It makes sense these are dynamic because an item's price and ratings are update regularly and I presume Amazon has to reuse these tags from the revolving inventory of items stocked in the store. The price tags are very easy to read and appear to be based on the same e-ink technology from their Kindle reader.

Dynamic Price Tag (a.k.a. "Shelf Talker")

The price tag often has 2 prices: a "regular" price and a lower price for Amazon Prime members. I was told non-Prime customers can sign up for a free 30-day trial and instantly receive the Prime price in-store.

I thought the bar codes on the left side of the price tags would allow me to scan the bar code with my Amazon mobile app to learn more about the product online, such as product details and actual reviews. But it didn't work when I tried it on a few items. So I don't think that is the intent of these bar codes, but IT SHOULD BE!

As you might expect, you can drop off Amazon returns here for free. But just know that you still have to initiate the return process online first and pick this location as a drop-off location. You can't just walk in like a traditional retail store with your receipt and expect them to process it for you in-store.

It would be cool if the Amazon site or app could check the 4-Star store's inventory and allow for store pickup if it knew I was near this store.  This would be similar to how traditional brick-and-mortar stores, such as Best Buy, Target, and Barnes & Noble, let you order online and pickup at a local store. But when I tried to do this from my Amazon app, it did not even show the new 4-Star store as a location for pickup (see below). Even if it was listed, it's not actually the same customer experience as these traditional retailers who are actually picking the product off the shelf in a specific store by searching its inventory management system. Amazon still says it will be available for pickup at your chosen pickup location in a few days, which makes me think it's still being shipped from its nearby warehouse. So much for instant gratification.

Where is the Amazon 4-Star Store on 4th Street in its App?

Overall, I liked the 4-Star store and can see myself coming back during the holidays for gift ideas because I like how it's curated. Or if I need to pop in for some cable or Amazon Essentials product. And I do like touching and feeling some products before buying. It's convenient especially for playing with the consumer electronics, which aren't just on display, but are actually connected so you can really test them out.

Happy Shopping!!!

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Wednesday, October 3, 2018

6 Questions to Determine if You're a Data-Driven Marketing Company


Competitive companies know they must be more data-driven today. That in turn requires a combination of technology and talent.

Data management is not easy. In a recent survey, 47% of marketers said it was difficult.

Data Management is Difficult
Here are 6 questions to ask yourself to see if your company is a data-driven marketing company:

1. Is your data centralized?

I often find data scattered across an organization with any one group only having visibility into part of the customer journey. Centralizing data would also help break down data silos across systems and departments. Sometimes I find different answers from different sources, presumably answering the same question. For example, why is online sales from our CRM system different from the web analytics? There's bound to be some discrepancies due to tracking methodology. But you do need to agree on one source of truth for reporting purposes.

2. How's your data hygiene?

It's hard enough centralizing all your data and stringing it together with primary keys and join functions. But you also need to spend time on data hygiene as an ongoing maintenance plan. Data integrity is key to combatting what I call "garbage in, garbage out."  You should be routinely looking for things, such as missing data, weird outliers, and duplicate records. Ultimately, you need to trust your data before you can rely on it.

3. Are you democratizing your data?

Are you empowering the right people with the right data in a timely manner so they can make informed decisions? For example, are social media campaign results accessible by not just the marketing team, but also the PR team? Are the marketing folks who are responsible for lead gen able to access sales data from the sales team to know the quality and close rates of their leads? And vice versa.

Often times this leads to the development of a shared online dashboard, such as Tableau, that let's users drill down to the data and analysis they need. But make no mistake about gathering business requirements first to know what internal stakeholders really need in order to design the right dashboards for specific users so they are not all swimming in a sea of data! 

4. Can you tell stories with your data?

Since we were babies, we have loved bedtime stories. Guess what? Executives and managers still love stories! Can you translate data into actionable insights? In my experience, I see lots of reports that's just numbers in Excel or on slides. In a recent study, many marketers find this to be one of their biggest challenges actually.

Importance of Storytelling with Data
Here's an example of translating data into insights. Let's say you ran an A/B subject line test for an email campaign. A good analyst will report out the open rate for both versions, calculate the lift % and significance level, and determine the winner. A better analyst will have a hypothesis on why the one subject line might have won and propose the next A/B test to run and why. Give something for the copywriter/marketer to work with.

5. Do you have top down support from senior management?

This is critical to know if the culture at the company truly supports data-driven decision making. Are executives willing to invest in the tools, resources, and personnel to enable data to flow freely across the organization? Are executive ready to rely on data to make big business decisions vs. their gut/experience? Or is it lip service?

6. Do you have strong partnerships between Marketing, IT, and Analytics/BI teams?

If you don't have top down support, this one will be even harder! At the minimum, this triumvirate is required to connect the disparate data sources...or what I refer to as data plumbing. To be successful, communication and trust across these teams is critical.


If you answered yes to all of the above, CONGRATULATIONS! You're a data-driven company well positioned for the 21st century.

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Thursday, September 6, 2018

Marketing Analytics: Why I Obsess Over Rates

I don't mean interest rates on my savings account, which is still paltry BTW. =)

I see marketing analytics reports all the time from clients that focus on absolute numbers like visits, conversions, clicks, opens. These are good to know, but I find these metrics meaningless in a vacuum. Is 10,000 clicks in a month good? It depends...

Instead I like to focus on relative metrics like calculated rates and ratios.

Rates are great to track metrics over time, to offer context, and to compare to industry benchmarks because rates are normalized. This means you can compare rates over different time periods to see if something is wrong or if something is doing surprisingly well all of a sudden. This also allows a smaller company to compare themselves to a larger company, generally speaking.

Let's look at how to use rates in common digital marketing reports to reflect the most insights.

Website Analytics

Example 1: Conversion Rates. Every website needs to have a primary goal or "conversion" event that is clearly and cleanly tagged on the website. That can be an e-commerce transaction or lead gen form completion. Everyone always then tracks the number of "conversions" each week or month in absolute terms.

Most, but not all, clients look at conversion rates. Yes! But there are multiple ways to define "conversion rate." Some define it as conversions / site visits. That's not bad and Google Analytics offers this in their standard reporting. The problem with just looking at this "start to finish" conversion rate is it does not help you identify where the leak in the conversion funnel is. Furthermore, this is often a very low number like 0.05% so it's really hard for senior management to fully understand such a metric.

What every marketer should do is also break down the customer journey into smaller bite-size paths. In the illustration below for an online lead gen site, by simply breaking the customer journey in half to calculate a Consideration Rate and a Completion Rate, you now have more actionable insights.

Purchase Funnel Rates
This helps identify where you have leakage in the funnel and how to address it. For example, if form completion rate is low, maybe your form is too long or confusing. Also, this completion rate should be easier to digest because it usually ranges between 5%-50%. So if you have a completion rate of 10%, you can ask yourself does that feel low when 9 out of 10 people bailed. Much easier to comprehend than the 0.05% conversion rate example above.

This form completion rate is also ideal for industry benchmarking because the "scope" of your metric is just a form and form completions. If you used the 0.05% conversion rate, the scope of that metric is all visits to your site for whatever reason and all the pages on your site. So it's really hard to compare apples to apples on such a broad conversion rate. Take retailers who live and die by shopping cart abandonment rate, which is the reverse of completion rate. Industry-wide cart abandonment rates are relatively easy to find and benchmark to your own cart abandonment rates.

Before moving on from this example, I wanted to mention the Consideration Rate. This is worth monitoring because if it's low, it means users are not showing any interest in your product. So you have to ask yourself questions like "Is our CTA not prominent enough?" or "Are people really not interested in our product offering?" The former can be a user experience issue, while the latter is a product or product marketing issue.

Example 2: % of Totals. This is a very simple ratio and calculation, great for providing a frame of reference. Take the classic Top Pages by page views report.

% of Total Pageviews Example

Most clients will quickly grab this data from their web analytics tool that shows pageviews in rank order, but sometimes discard the % that is often in the dashboard. I like to also provide the third column that is % of Total Pageviews because then you can better appreciate how popular a page is relative to other pages on your site. It's usually harder for senior executives to understand if 72K pageviews for the Product Overview page is low or high, but 25% of all pageviews is easy to grasp and to conclude it's very high for one page to garner.

I calculate this % of Total for a lot of site metrics beyond page views, such as % of Total Video Plays and % of Total Downloads. Again, the goal is to show if activity is concentrated among a handful of content or assets or more fragmented and distributed across all of them. If it's more concentrated, figure out what makes them so popular and do more of that!

Example 3. CTR. Clickthrough rates (CTR) are often associated with paid media ads and email links. But I like to calculate CTR for website analysis when analyzing CTA button clicks or on-page analysis to see what users chose to click on when presented with a host of options. Here's an example from a directory search results page. CTR is calculated for each link based on link click / page views. This is also a more visually appealing way to show these stats than a standard table. I also like to develop a similar slide for CTRs on the global navigation menu. One critical tip: usually you must setup custom click tags to calculate the CTRs I've discussed.

CTR Website Example
In terms of benchmarking, CTRs are great because you can compare pre- and post-launch CTRs if you redesign your website.

Email Performance

Most clients already focus on open rates and CTR. 👍 But I still see reports like this occasionally:

Email Report Without Open Rate Example
For most marketers, the opportunity here is for benchmarking rates. Epsilon publishes a great quarterly report that is free that is full of email benchmarks by industry and by types of emails (e.g., editorial/ newsletter, marketing, service)!

Last comment on email metrics. Don't forget to look at CTOR (Click-to-open rate), which is clicks / opens. CTOR is different than CTR, which is clicks / delivered. Monitoring and benchmarking CTOR can help you address issues with the content or CTA within the email body and usually rules out an issue related to the subject line.

Social Media Campaigns

Engagement Rate Example. For social media campaigns, paid or organic, one of the most popular primary KPIs is engagement rate. Most marketers define engagement rate (a.k.a. interaction rate) as (reactions + comments + shares) / posts. But if I'm a marketer, what constitutes a good engagement rate? A social media analytics tool, such as Quintly, is great for answering this question. It not only allows you to compare yourself to other competitors, but it has also created industry averages. In the example below, let's say I'm BMW USA. I can compare not only my Interaction Rate to direct competitors Audi and Mercedes, but Quintly also shows the average Interaction Rate for the Top 10 US Auto manufacturers. Quintly has other useful social media benchmarking tips on a recent blog post so I won't go into any more details here.

Quintly Interaction Rate Example

Paid Media Campaigns

Example 1: SEM & Display. Almost all media managers report out on CTR, CPC, and CPM for paid search and display campaigns. Yay! The suggestion I have here is be sure you ask your media partner or publisher who you are working with for industry benchmarks on these common media metrics. For example, your Google rep will often put together a quarterly report showing you your SEM spend, CTR, etc., relative to other advertisers in your category or industry (see example below). They will usually slice this by brand vs. non-brand and desktop vs. mobile. One caveat with these Google benchmarking reports. It will almost always show you are under-spending and under-performing because you are being compared to a Category Leader Average not the entire Category Average. Google obviously has an incentive to motivate you to spend more 😉

Google SEM Benchmark Example

Similarly, for display campaigns, find out what's the industry CTR from your vendor. If you're running rich media unit ads, find out what's a good engagement rate for user interaction with your unit in your industry.

Most digital advertisers also look at efficiency using Cost Per Acquisition (a.k.a., Cost per Conversion or Cost Per Lead). I also like to look at Click-to-Conversion rates.

Example 2: Video. For video ads, you need to look beyond video starts or plays. For sure, look at video completion rates. Or even better, look at milestones like quartiles. Below is an example of a Video Completion Rate Funnel with quartile milestones. This helps you identify where people are dropping off. For example, in pharmaceutical videos, users often drop off when the super long Important Safety Information (ISI) begins to play so I often place a milestone marker at the ISI start.

Video Completion Rate Funnel Example

For benchmarking purposes, ask your media partner or publisher for average completion rates for your industry. For example, they should be able to tell you the average completion rate for a :30s video is 30% in the financial services industry.

Summary

So there you have it. Now you know why and how I am obsessed about Rates and Ratios for my clients' marketing analytics reporting. All of the above are very simple concepts. You just need to spend a little bit of extra time in developing your measurement and tagging strategy and also on reporting. But in return, you become awesome at storytelling with data!

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Disclosure: I am a strategic advisor to Quintly.

Monday, July 9, 2018

How Fortnite and Roblox Lead New In-app Purchase Trends

Not long ago, in-app purchases in games, usually "freemium" games, helped players advance in a game, such as accessing new levels or getting special weapons or abilities. For example, in Madden NFL, you can buy packs that include highly ranked football players to enhance your team. In Asphalt Nitro, you can buy a new or upgrade your existing race car. In Pixel Gun, you buy coins to buy weapons. You get the picture.

Madden NFL Store
We are now witnessing a massive shift in the marketplace from paying for something that offers functional, rationale benefits that give the player an advantage to more self-expressive, emotional benefits, such as how your player looks that offer no competitive advantage really.

It is taking personalization or customizing one's avatar to a whole new level and developers are making $$$!

Fremium games Roblox and Fortnite are 2 great case studies of this gaming trend.

Roblox

Roblox is a massive, multi-player online gaming platform where anyone can develop 3D games on it. The company has been around for about 10 years, but has picked up steam in recent years and supposedly has over 50 million active monthly players.

The Roblox Catalog is the main e-store that sells all kinds of things to "dress up" your character. You can mix and match different clothes, faces, heads, accessories, animations, and even shoulder pets. There are millions of items in the Catalog (237 million at the time of this post), so it's extremely rare for 2 customized players to look the same, which is cool. Roblox and 3rd-party players can offer items for sale in the Catalog.

Roblox Catalog
Roblox currency is known as Robux (R$) and conversion is about US$10 = R$800. Lots of Roblox-created items are priced fairly and affordably, including lots of free items. But when 3rd-party players sell items, the price variance can be quite huge. For example, a pair of jeans that look similar can be over-priced. But I guess that's the economics of an open marketplace.

Roblox: R$1 jeans

Roblox: R$999,999,999 jeans

For about US$5-$15, you can actually do a pretty good job customizing your avatar.

Roblox customized avatars
But nothing you buy in the Roblox Catalog actually improves your game play in the games. Within the games, developers can also sell items unique to their game, such as Jail Break, that does enhance game play.


Fortnite

Unless you've been living under a rock without Internet connection for the past 9 months, you've probably heard of Fortnite. Within Fortnite's Item Shop, one can purchase emotes (a.k.a., dance moves) and skins (a.k.a., outfits) with real money where $1 = 100 V-Bucks. Skins usually cost $8-$20, but most users get the $12-15 skins. Emotes normally cost $2-$8. Battle Passes, which are bundles of skins, emotes, and other stuff, usually cost $10. Fortnite also sells different gliders and pick axes, which one might think enhance your skills, but in fact they don't. They all function exactly the same, but look cooler -- like this Dragon Glider for 20 bucks!!! The 3D graphics and animation on Fortnite are significantly better than Roblox, but there is less uniqueness (due to less combinations of mixing and matching different parts) of your avatar than Roblox.

Fortnite Dragon Glider for $20
Fortnite has also perfectly tapped into the vanity of players. No one wants to look like a Noob (what gamers call a Newbie). Fortnite intentionally gives you a basic character that has a default skin to start that everyone recognizes, further motivating players to upgrade.

Fortnite Noob: Don't be this guy!
And then there are the emotes. Kids across the country are doing these immensely popular dances every where. Have you heard of Orange Justice? Check out YouTube for "Fortnite emotes".


Also, we're not talking about 99 cent purchases anymore. Kids (i.e., parents) are spending a month's allowance or gifts from grandma on what I consider very high ticket items. Moreover, from the parents and players I've spoken to, many are repeat purchasers. It's quite easy to spend $100 on Fortnite in a very short amount of time, compared to Roblox. And good luck spending less than $10 a pop on Fortnite! Players (and parents) are emptying their wallets faster than ever. Fortnite supposedly generates $300 million per month now in revenue. With over 40 million monthly active users, that's an average of $7.50 per active player per month. Quite impressive!

Fortnite has also employed a great psychological tactic to drive more sales: scarcity. All items in Fortnite's Item Shop are on sale for 24 to 48 hours, adding to the hype and frenzy. While some items may return later in the future, there is no guarantee.


So as you can see, Roblox and Fortnite are leading the trend towards selling purely superficial, cosmetic items to personalize your avatar, which merely gives you bragging rights among your friends and squad, but, not actually offering any real advantage in game play. And it will cost you a pretty penny to do so!

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Thursday, June 7, 2018

Life Without Ad-supported Products and Services


Got privacy concerns? In a recent study, 63% of U.S. adults (nearly 2 out of 3 people) said they would be unwilling to give a company access to their personal data for targeted advertising in exchange for a free service. Shockingly unbelievable! Despite all the recent consumer and political fallout about consumer privacy and ad targeting, what would life really be like without advertising-supported products and services?

Let's think about that, shall we? Starting with the 800-pound gorilla...

Google Search: You could probably still use this, but without behavioral targeting and tracking, paid search ads may seem less relevant because it'll be like going back in time 10 years when results were largely based on keywords and bids from the auction model. You may think you're mostly interested in organic search results and probably don't care about the paid listings. But don't expect Google to continue investing in indexing organic results if it can't pay its employees! Here are some alternative private search engines to Google.

YouTube: Google paid a lot of money for YouTube ($1.65 billion) and they have spent years trying to monetize it. Only recently, thanks to the growth of mobile and video advertising, does this acquisition appear to be paying off. YouTube has struggled for years to get consumers to pay for a subscription. Without advertising, YouTube would essentially be gone. There is really no alternative to this platform. Even Vevo realized this recently and announced the shut down of its consumer branded sites to focus on its YouTube channels!

Google Maps: This is the most popular mapping and GPS/driving direction service.  Google has tried to sell ads based on location and behavioral targeting. Other online maps also rely on ads. So if you want to avoid ads 100%, you will need to buy a Garmin or a similar device that makes its money from hardware sales, not advertising.

Gmail: You might think Gmail is ok as Google claims it no longer scans emails to serve ads. But it is still scanning emails in the name of personalization. For example, Google knows when your next flight is leaving, and whether or not it has been delayed, based on emails you get from airlines and travel booking sites. Also Gmail has an ad product, although you may never notice the ads if you have your settings set to not display Promotions. But Gmail ads do offer advertisers lots of targeting options. Where do you suppose Google gets those signals from??? Lastly, I feel Gmail is a Trojan horse play for Google to incentivize users to create a login (and stay logged in for checking email constantly) and user profile, which in turn can be used for your login across all Google products in order to track you with more precision across the web and across devices to serve better ads within its ecosystem. If you don't want an ad-based "free" webmail service, you may have to start using your ISP's "free" email address that came with your broadband service (e.g., Comcast, AT&T). The trade-off though is the switching cost is high if you ever want to leave your Internet service provider because you will have to tell all your friends they need to email you at a new email address. That happened to me years ago when I switched from Mindspring to Gmail.

Android Phones: Know that Android-based phone you have from Samsung, LG, or Motorola? While the operating system was free to phone manufacturers, Google uses Android as yet another Trojan horse to get mobile users to use its popular ads-based mobile apps, such as those described above, that are pre-loaded on the phones to protect its dominant advertising position in desktop and mobile devices. One alternative is to get an iPhone.

...And then there's Facebook

Facebook: By now, we all know how Facebook collects tons of data about users without their knowledge in order to provide incredibly powerful targeting capabilities for advertisers. As a digital marketer, I can attest to how precise and effective their ad products are. But as a consumer, you won’t easily find another social network where all your friends are.

Instagram: Thinking about leaving Facebook to Instagram like a teenager? Not so fast, Instagram has largely adopted the same ad platform as Facebook.

WhatsApp: How about WhatsApp? The founders built the app based on privacy concerns and started out charging 99 cents a year. When you have over 1 billion users, that's not a bad revenue model. Unless of course someone (i.e.. Mark Zuckerberg) paid you $22 billion for the company 😉 If you haven't heard, the founders of WhatsApp have fought Facebook executives for a while to keep ads off WhatsApp and are leaving Facebook over this philosophical difference. And it seems ads are coming soon to WhatsApp.

All other social networks, like Snapchat, are also ad-based. So there's no alternative service at scale really. Perhaps this will lead to a renaissance when people will actually call people on the phone again or meet friends face-to-face.

Other popular ad-based services

Yelp: Who doesn't love Yelp for recommendations? The company has ads, but it has limited targeting abilities, mainly based on a user's keyword search and location. So you can decide if that creeps you out. Also, Yelp has been building out other revenue streams targeted at businesses, like request-a-quote, that is not ad-based.

News sites: Most are ad-supported, but many don't make enough money to offset their declining print revenue. Savvy papers with loyal followers, such as WSJ and NY Times, charge a subscription and some have tested micropayments per article. But if you don't like ads, your selection of news sites is quite limited.

Mobile games: Many casual mobile games are still ad-supported. Part of the reason I think that's the case is because ad platforms have made it easy for developers to integrate ad units within their game for monetization. Many don't want to charge a fee for each download, thinking it will negatively impact app adoption. (True!) Some have found success with a freemium model, like Fortnite. But selling virtual goods does require developers to work harder to figure the "hook" to get users to pay and to develop a store in the app to sell these virtual goods.

TV: TV shows are still largely ad-based. TV started that way and some could argue there is a sea change. Netflix has built a very successful subscription model with original content and zero ads. But most video on demand or over the top (OTT) TV streaming services are currently testing a hybrid model that includes a "modest" monthly subscription fee and targeted video ads. Think Hulu, Sling TV, Directv Now, and YouTube TV.

Not all hope is lost

Not to be all doom and gloom if you don't want to use ad-supported products, as there are a few companies that still offer products and services not based on advertising.

Amazon/Amazon Prime: If you're not one of the 100 million people on Amazon Prime, you should be! This paid subscription gets you so many benefits, that I can't even list them all. Go read it here for yourself. That being said, Amazon has been slowly developing a burgeoning advertising business on its site because most people start product searches on Amazon rather than Google. As this becomes a growing revenue source for them, how long before Amazon engages in behavioral targeting for advertising, much like how it has successfully mined customer browsing and purchasing data on its site for its recommendation engine and tested ad-supported, discounted Kindles?

Apple: Apple is the poster child for anti-ad-supported products, even if its legion of app developers depend on ads for monetization. Not a week goes by these days that CEO Tim Cook is not poking a stick at Facebook and its lack of consumer privacy practices. But Apple is a highly-profitable hardware and services company, not an advertising company like Google and Facebook. So product sales and subscriptions will dominate for a long, long time!

Microsoft: Many of us interact with Microsoft via its Windows and Office products. As such, it's primarily a B2B company and makes a ton of money from charging businesses and home users for subscriptions to Office and operating system licenses to computer manufacturers. And their Azure cloud computing business is growing like gangbusters that is also subscription-based. It sells some Xboxes to consumers at retail and also generates subscriptions from online gaming. It does have the Bing search engine and an ad business. But for the vast majority of consumer's interactions with Microsoft products and services, they're not really ad-supported.

Netflix: Unlike the OTT TV streaming services mentioned above, Netflix has scoffed at an advertising revenue model and is focused on subscriptions. If their stock price is any indication, they are doing just fine without ads!

Spotify: Spotify and other music streaming businesses all seem to have landed on a $10/mo subscription model. Some like Pandora still have an ad-supported "free" option. There is also talk of Spotify developing an ad business.


So there you have it. Can you 2/3 of Americans out there really live without these ad-supported services? And how much can your wallet take to keep paying for existing subscription-based services, like Amazon Prime, Netflix, Spotify, Hulu, etc.? The dollars add up quickly, don't they?!?

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Thursday, May 24, 2018

[REVIEW] Is Square Marketing's Simple Email CRM Program Right for your Small Business?

Square Marketing launched about 3 years ago as a simple, turnkey email marketing system for small businesses. I've used it and other email marketing applications and wanted to provide a hands-on review about what I like and don't like about Square Marketing.

First of all, keep in mind Square Marketing is an intentionally simple CRM email marketing program for small businesses who don't have the time or knowledge to deal with relationship marketing. But they know it's important. It's not really for prospecting, but more for customer retention, because it is based on email addresses tied to your customer's credit card that Square may already have in its system, even if a customer has never bought from you. That's one of the beauties of this solution. You've got a lot of customer emails without having to spend time asking for it from each customer and slowing things down at the register.

What I Like About Square Marketing

Square Marketing is easy to setup! I love how they have created the most common templates already for welcoming a new customer, lapsed customer, product promotion, newsletter, and events, to name a few.

The biggest advantage of using Square Marketing is its integration with the Square POS register that seamlessly ties customer profile, campaign, and sales transaction data!

First, you get basic email performance overview metrics, like emails sent (a.k.a. Recipients in Square's language), email opens, and unsubscribes. You don't get bounce rates though.

Square Campaign Overview Report

One metric to be careful about with Square reporting is the notion of an "Attributed" sale or purchase. Square defines "Attributable Sales" as the total sales generated from customers who made an in-store purchase within 14 days of viewing this campaign, or any customers who redeemed a coupon. This is different than the offer redemption rate because it doesn't mean everyone included in this metric actually redeemed an offer. It's meant in some ways to imply that by simply reaching out to customers via email, you reminded them about your business and that might have influenced their decision to repurchase.

The usefulness of attributed sales depends on how frequent customers shop with you and if you use coupons a lot. For a cafe or coffee shop, where customers may routinely come in several times a month, I think Attributable sales is less relevant. But if you are a shoe retailer where a customer may shop less than a handful of times per year, this may mean your emails kept your business top of mind for customers, even if they didn't redeem an offer.

Now let's look at actual Coupon Performance reporting. I love how Square effortlessly tracks actual redemptions in store by just entering a unique promo code from the email a customer got or you can actually look up the customer's name from the Square POS and select the offer available to that customer. The latter is pretty darn convenient if a customer loses or can't find that email at the time of checkout.

Square Coupon Performance Report
As the above shows, you get daily-level coupon redemption by "source", where source refers to email received (blue line above) or receipt (yellow line above). In my experience, I rarely get customer redemptions from receipts. But it's a nice touch from Square, I guess.

In this report, you also get the true offer redemptions and net sales, not attributable sales like above.

One thing I like to look at is redemptions-to-open rates (RTOR). I normally look at click-to-open rates (CTOR) from email marketing campaigns, but these simple Square emails don't really have a ton of links so Square doesn't even provide any click reporting. So that's why I created my RTOR metric as a way to benchmark across my campaigns.

Areas for Improvement

There are several things I'd like to see in Square Marketing.

Promotion times: I wish you could run promotions for certain days of the week or time of day. For example, you can't run happy hour promos. Or to run weekend promos, you have to send emails out Friday night and have the campaign expire Sun night. Similarly, for weekday promotions, the workaround is to run campaigns Sunday night until Friday.

Customer drill down from redemption report: I wish I could drill down and see who actually opened an email and/or redeemed the offer from a campaign. In the example above, I'd love to click on the 18 redemptions and see a list of the names of the 18 customers. As an owner of the business or the marketer, you may not always be the one who rang up the person, but you'd like to get to know who is actually using your coupons. I don't know why Square doesn't offer this capability since it has this data and does show you such granularity when you pull up a customer record from the Customer menu. Here is a customer profile record:
Buyer Summary from Customer Profile
The top shows any current coupons this user has. Then it has some very useful RFM (Recency, Frequency, Monetary) stats in the Buyer Summary. More on RFM below.

Below that is the historical timeline of activities of the customer. This is where you can see not only when they purchased and the amount spent, but also when the customer received an email, got a coupon, and actually redeemed it. So, if Square can show this from the Customers menu, why does it not let me go directly to this view from the Square Marketing's Campaign reporting section? I also wish they added Email Open to this timeline.
Customer's historical activity

Limited segmentation within Square: In the Customers interface, you can filter your customer directory and create your own custom segments, which is cool! Here is what you can segment by:
Customer Filters for Segmentation in Square
A big Filter miss I think is including the Monetary value or cumulative amount a customer has spent with your business. I could run campaigns for the big spenders or promos to get little spenders to spend more. Square obviously has this data at the customer level because it's in the Buyer Summary above. Why can't we segment on it?!? This prevents you from employing the most common, yet powerful, segmentation out there - RFM (Recency, Frequency, Monetary).

To create a workaround for this RFM shortcoming, you can export your entire customer directory as a .CSV file and pull it into Excel. In addition to some personal contact info, you also get these useful transaction data that serve as the basis for creating RFM segments:

RFM metrics exported from Square
In Excel, I calculated Avg Spend and defined some Low, Mid, and High breakpoints for Recency, Frequency, and Monetary. And proceeded to assign my customer list to 1 of these 27 cells (e.g., High Recency, High Frequency, Low Monetary). BTW, to simplify this, you can also use 8 cells (=2x2x2), using Low and High segments.

Then I hit another snag with Square. There is no easy way to import my segmentation back into Square through the front-end interface. I had to manually sort by name and individually locate each user to assign them to the custom group I created in Square. This makes it very difficult to maintain the RFM segmentation on an ongoing basis so I have to "re-score" the customer database myself manually periodically.

Exporting item category purchased: Since I'm on the subject of the .CSV export, I wish I could export what categories or items customers bought as columns in the export file. Then I could run targeted cross-sell campaigns. For example, if you're a shoe retailer and you know a customer always bought athletic shoes from you, you can cross promote casual walking shoes or dress shoes. Because Square Marketing lets you offer discounts by item category, this is a natural desire for cross-sell campaigns.

User-defined Campaign Names: Square automatically assigns a Campaign Name to each campaign based on your subject line. While that may sound convenient, it's actually quite limiting, especially if you use the same subject line again because it will lead to duplicate Campaign Names. Below is how Square lists all your campaigns chronologically. To better organize my campaigns, I wish it allowed me to edit the Campaign Name. For example, instead of "We miss you! Come back and save 15%", I would call that "Lapsed Test 15% offer." Then my other "We miss you! Come back for a special offer" campaign would be called "Lapsed Test Special offer."

List of all campaigns in Square Marketing

Slow email preview: Before you activate and launch an email campaign, Square lets you preview the email by sending you a test email of how it will actually look. Nice feature! But I have noticed a wide variance in how long it takes to receive the test email. Sometimes over 5 minutes. This is annoying because you'd like to get the preview email instantly so you can then activate the campaign while in their campaign editor tool. Instead, I often have to save what I've done and come back later.

Losing offer details while editing coupon:
Another annoying bug I've found is often I would go in to edit a previously saved offer in a saved draft campaign, and Square loses my existing content and I have to start over. So I take a screenshot of it now before I click the "Click To Activate" button to edit the coupon, just in case.

Editing coupon offer

Better image editing features: For my custom uploaded photos, it would be nice to have some common photo editing features, like crop, brightness, contrast, etc.

No A/B testing: Ok, this request may be for advanced users and not who Square Marketing is targeting with this solution. But it would be nice if Square could randomly split an audience and send 2 slightly different emails to 2 subgroups for A/B testing. Instead, I have to manually test different offers, copy, or images serially by pausing one campaign, duplicating it, editing it slightly, and relaunching it.

Brief Word about List Sizes

List size matters and is actually how Square and other email marketing solutions like Constant Contact price their offerings! Your potential email marketing list depends on your business and the percentage of customers who pay with cash vs. credit card. That's because Square (and any solution) can't capture any customer data from cash transactions without some kind of loyalty program link. So if you have a primarily cash-driven business, your list will be smaller and the potential impact of email marketing campaigns will be likely be lower. For example, a hair salon can have over 80% cash customers, while a restaurant could have 20% cash customers. In this case, there is more opportunities for the restaurant.

Summary

Overall, Square Marketing did a solid job with a K.I.S.S. email marketing solution for small businesses. And despite all the items on my wish list above, if you're not a hard core marketer like me, but wish you could do something with customer emails, this may be right for you, depending on how large your reachable target list is!

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