Get It Right
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With all the talk around big data, getting started using data to drive your marketing communications is feeling harder than ever, even though there is plenty of research showing that using data can drive significant revenue. At the DMA Awards, last year Starbucks won the Gold award for best...
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Advanced ADD, small smartphone screens and an internet's worth of attractive distractions. No wonder the average subscriber struggles to reach the end of a sentence before losing inter...um...where was I?Hence the omnipresent advice to "keep it short". Less is apparently more in subject lines and...
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For those of you who have not been introduced to Etsy as yet, it is a marketplace. However, Etsy is more than a marketplace – as Etsy says: “we're a community of artists, creators, collectors, thinkers and doers.”The theme of being a community is apparent within all of its communications....
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Some members of the Email Marketing Council recently published a paper introducing a new email metric called open reach. This metric very simply measures the proportion of your list that opens at least one email over a period of time. The authors of the paper (of which I am one) would freely...
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Email and social media marketing are not often considered together, but the two are similar in many ways in practice. Particularly if they’re considered as customer communications techniques aimed at increasing sales and advocacy from existing customers. Of course, there are other aspects of...
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Multichannel marketing, when done well, embeds a greater sense of loyalty from the client and increased sales for you. Two very complementary forms of marketing are email and social media. Both can be extremely targeted. This intimacy and ability to personalise mean that they have the potential to...
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Last month, the Lord Nelson pub in Southwark started selling horse burgers. Yep - bona fide 100% horse. No beef. No bull. As well as providing an unusual spin on the food scandal, it also inspired a CNN reporter to see if she could tell the difference between the gourmet horse burger and a beef...
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Every morning my inbox is filled with offers, in my endless quest to find fun (discounted) things to do in London. Lastminute.com is one of the many who have a ‘send every offer to everyone’ strategy. I always tend to receive hotel deals in London, but not having the want or need or cash to stay in...
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RelevancyEmail marketers, including us, often champion ‘relevancy’ as the most effective way to reach a target audience, after all plenty of studies have shown higher conversions can be achieved by more targeted one-to-one messages. However, this alone does not provide the complete answer to...
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Today confirmed what I’ve suspected for months. Preparing for the panel debate at TFM&A on mobile and email, I spotted Econsultancy’s estimate that email is used by 75% of British iPhone owners, making it the most popular internet activity on the phone.My fellow panelists, including email...
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