The Cinder Blog

Smouldering away
Five reasons to use Active Audiences

Five reasons to use Active Audiences

Salesforce announced the release of Active Audiences slightly over a year ago, and by all accounts, the platform is fantastic. Active Audiences allows marketers to manage, segment, and synchronise data in real-time, and then retarget customers accordingly across social media platforms. Here are five reasons to give this new addition to the platform a try.

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Five reasons to break up with your subscribers

A bigger email database is not always better – sometimes you need to clean house. And by “house” we mean your subscriber list. If this is not part of your current process, the first step is identifying the criteria of an unengaged subscriber. This will depend on your send frequency, sales cycle, and type of business. Here are five reasons why a clean list is a good list.

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Email database health checks

Your subscriber list, the unsung hero of your email marketing, can easily be “set and forgot” while the more exciting creative front end receives attention.

However, to do so would be neglecting the backbone to your email marketing performance. A well-maintained database will deliver far better results in the long-term (and require fewer emergency interventions along the way); to give your data some ongoing attention is time well spent.

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WGSN Trend Summit – The Cinder Edit

Those succeeding in the rapidly changing retail space seem to be the brands using new (and sometimes not so new) technologies in innovative, customer engaging ways; business as usual is clearly on the out. Here are a few of our takes on the trends, how we would execute them, as well as pitfalls to avoid.

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How to make your email marketing multi-task

Emails are a traditional part of any marketing mix and for good reason: they work. In the US, companies average a $44 return on every $1 spent on email. With ROIs like that, email isn’t going anywhere anytime soon. What may be getting overlooked however, is how this powerful marketing tool can help influence other marketing channels and even company divisions.

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Email content calendars 101

Setting up an email content calendar can be daunting, but this is an oh so important aspect of any digital marketing plan. Whether you are launching your first email campaigns, or adding to your existing email lifecycle, here are some tips to get you started.

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Diary of a Cinder Dev

No two days are the same here. Cinder dev Sam walks us through how he spent one of his recently. From AB testing to FTP email triggers, our clients and technical team kept him on his toes. And if all else fails, we learned cookie bribery will do the trick.

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Spreading the word

We are big fans of Refer-a-Friend (RAF) marketing here at Cinder. So much so that we’ve built a product around it: Amp.

This won’t be an article going into why RAF is an excellent tool to have in your marketing portfolio (lower cost per acquisition, higher quality leads, higher lifetime value etc. etc.). Here we’re talking about how to boost your referral numbers once it’s in place.

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Trading places

We appreciate a good email lifecycle here at Cinder; “acquire, onboard, engage, retain” might as well be our tagline. However before we all get too email lifecycle myopic, let’s not forget that these are communications. We’re talking to real people, and they don’t want to be retained, they just want timely, relevant emails.

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Email assumptions

Email marketing has been around for a while now, almost 20 years (to be generous). Sure ESPs have changed, and we can do fancier things now like send animations, but the nuts and bolts are still largely the same (the big exception being mobile). What are some assumptions we make about what an email needs to have, and are they legitimate?

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Home for the holidays

Working in digital it’s easy to find yourself in a bit of a bubble. Indeed, some might say we speak another language entirely. With the holiday season rapidly approaching, here’s a bit of a dictionary to assist with translation should you should you find yourself asked “What is it you do again?” while peeling prawns with Uncle Jim.

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Testing one, two, three

IPPINKA is an online store specialising in functional, well-designed products, often with limited sales runs. I’ve been a newsletter subscriber for a while. The other day I opened their newsletter and was in for a text-heavy surprise.

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Making new friends

For many companies, growth comes with acquisitions. An exciting time no doubt: new stores to manage, sales to drive, staff to train. Not to mention a whole group of people to market to who are waiting to hear from you for the very first time. Now is not the time to... read more

Marketing to the unmarketable

How do you market to communications-phobes? Those excellent, loyal customers who hate giving out their email address and quickly unsubscribe (or worse, block) any newsletter that starts getting on their nerves. Let’s discuss what options we have around this segment: the unmarketables.

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Organisational behaviour

Like snowflakes, no two agencies are the same. Fortunately for snowflakes, they don’t have to deal with organisational software. Finding one that “fits” is practically a full-time job. A near impossible full-time job. Because unless you build one in-house (a la 37 Signals with Basecamp), compromises will be made and the agency democratic process will be put to the test. Here is Cinder’s story.

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Marketing well played: Of a Kind

In this time of ubiquitous email newsletters, it’s nice to give credit where credit’s due. So to kick off this new series (Column? Honour roll?) I’d like to start with Of a Kind. This online store supports local designers with limited runs of one of a kind pieces, and totally nails their content marketing.

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Surprise and delight me

“Surprise and delight” is now included in many a marketing plan, a fact either heartwarming or depressing. It probably depends on if you work in the industry or not. The thing is, when was the last time you were truly surprised and delighted? The term has become so overused that most marketers would consider this box ticked when they send out a spontaneous 10% off email. Christmas, that is not.

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