Christina Del Villar, Head of Marketing

About Christina Del Villar, Head of Marketing

With more than 15 years of director-level marketing experience at Fortune 100 companies and start-ups, Christina loves working with growing companies. She has the experience and industry perspective needed to take growing businesses to the next level.

The Marketing Mind Meld: Millennials Meet, Boomers

The Marketing Mind Meld: Millennials Meet, BoomersIn a galaxy where the skills of our youngest and oldest generations peacefully co-exist, modern marketing will go where no man has gone before.

We’re at a very interesting crossroads in marketing—there are many Millennials  (hereinafter referred to as red shirts. Just kidding, we’ll call them Ensigns) coming into the profession but there are still plenty of Generation Xers and Baby Boomers (hereinafter referred to as Admirals) who are still working. I don’t know about you, but I’ve had enough finger pointing about the contrasting styles of each generation. Endlessly debating about our differences gets us nowhere, and considering the pace at which we all must move today, there’s simply no time to waste. Instead, I’d rather explore the anomaly in the space-time continuum that occurs when we fuse the best marketing tools of the youngest working generation with those of the oldest. By melding all of our most efficient tools together and letting go of practices that don’t work, we can achieve a perfect age-blind blend, bringing forth a super-generation of successful marketers. So let’s explore this strange new world together, shall we?

Plan like an Admiral
If my 25-plus years in marketing (in case you were wondering which camp I fall into) has taught me one thing, it’s that Admirals know how to plan go-to-market strategies. In fact, it’s one of their strongest characteristics. Planning and goal-setting creates a sense of purpose and urgency that otherwise just going with your gut never will. Of course, an important part of planning is having a firm understanding of the metrics that are available to you, whether those come from Google Adwords, website traffic, number of leads, or conversion. Without having those metrics planning is fruitless, and without understanding those metrics, you’re shouting into the wind.Marketing Mind Meld: Fuse the best tools of Boomers with Millennials and win a galaxy of customers.… Click To Tweet

Step up to the tech
As adept at planning as Admirals are, they’re equally ineffective when it comes to understanding and embracing today’s social media platforms and technology. In fact, I often run into marketing professionals of my generation who say, “I don’t even have a Twitter account. I don’t need that.” Free social media platforms like Facebook, LinkedIn, Twitter, Pinterest, Snapchat, YouTube, and Instagram are the exact tools that enable all marketers to maximize their planned promotions, increase lead channels, and reach bigger audiences. To discount them as unnecessary is irresponsible marketing.

And when it comes to technology, there’s plenty more to choose from in the areas of marketing automation, artificial intelligence, predictive programs, targeting, segmentation, and personalization. No matter your age, if you’re not leveraging technology in your marketing plan, you’re leaving leads behind. Continue reading

Email Marketing Made Easy: Part 3, Retention

Email Marketing Made Easy: Part 3, RetentionHow to exceed customer expectations and keep them returning for more

Hopefully you’ve been able to acquire new subscribers and convert them into buyers, but the work’s not done. Now you’ll want to keep the conversation going with these new customers, grow loyalty, and increase repeat purchases.This is where post-purchase series messages and post-purchase messages come in. Post-purchase series is exactly what it sounds like—it’s a series of messages that are automatically triggered when a purchase is completed. The goal of this series is to enhance the customer experience, so think of these messages as the voice of your customer service department. To show real value to the customer, it’s key to know the strengths and weaknesses of your brand and anticipate their needs based on your purchase data before you write post-purchase messages.Retaining #ecommerce #customers is easier than you'd think. Here are simple ways to keep 'em coming… Click To Tweet

For example, you may ask them if they’d like help setting up a complex piece of equipment, suggest a complementary product, or check in on whether or not the product they bought was sized appropriately for them. Other added-value follow-up messages can include a thank you coupon, a helpful list of top selling products, a review request, or maybe even ask them to refer a friend. Again, think of every interaction with your customers as being a chance to spread your brand voice. Continue reading

Email Marketing Made Easy: Part 2, Conversion

Email Marketing Made Easy: Part 2, ConversionHow to build a welcome email series that turns shoppers into buyers

So now that you’re applying best practices to acquiring your marketing audience, your list is growing and people are eager to hear from you. Conversion is all about turning that database into purchasers and there’s no more effective way to do so than a welcome email or, better yet, a series of welcome emails. After all, you’ve paid to acquire these new subscribers, so why not talk to them? In fact, not sending a welcome email is like inviting a new friend over for dinner and then ignoring the doorbell when they arrive.How to send welcome #emails that will solidify your new #customer relationships and #sell more #Unify Click To Tweet

After acquiring a new lead, the best practice is to send a series of two to three triggered messages. The focus of these messages should be to introduce, inspire, and incentivize a sale, or conversion. These pre-nurture, getting-to-know-you emails should include messages that reinforce your brand value and build consumer confidence. In other words, tell those new friends why they should shop with you, explain what your brand stands for, and describe what makes your business so unique. In your first imessage or in one of the messages within your series, consider sending some how-to content to educate your customer about your particular specialty. Consider introducing a loyalty program or a frequent-shopper program. Finally, in your early emails, set expectations about how often you will email and what content your customer can expect to receive in your emails. This will help prevent list dropout and unsubscribes later. Continue reading

Email Marketing Made Easy: Part 1, Acquisition

Email Marketing Made Easy Part 1 AcquisitionSimple ways to reach customers who are ready to buy

Our recent webinar with the email marketing experts at Bronto yielded some great advice on how to drive e-commerce revenue through email marketing campaigns. In fact, it was so comprehensive, we’re doing a three-part blog series series to review each of the key phases within best practice strategies of email marketing—acquisition, conversion, and retention.

Acquisition
In email marketing, acquisition refers to people opting in, or letting you know that they would like to receive email marketing messages from your company. When it comes to valuable marketing, there’s a big difference between someone who knowingly volunteers their email and contact information versus someone who is unwittingly being blasted with messages. That difference lies both in the cost and effort to communicate with them as well as the potential value of converting this visitor into a buyer.Simple ways to reach #ecommerce #customers who are ready to buy. #Unify @Bronto #emailmarketing Click To Tweet

First, to get better perspective, it helps to think about where your traffic is coming from. Ask yourself some strategic questions: “What percent conversion am I seeing when people visit my site? On which pages is the traffic highest? How long are people staying there? What does the email sign-up look like?” And then move specifically into email marketing: “What does our email marketing sign-up look like? In how many places is it present? Is the call to action clear? What is the visibility of our sign-up and is it persistent throughout the site? Should we consider other forms of acquisition like affiliate programs and contests? Should we leverage paid advertising and social media channels for acquisition?” Continue reading