Webinar: Neurodiversity and Digital Inclusion
This webinar looks at the strategic and commercial benefits of neurodiversity and offers guidance on creating inclusive experiences for customers and empoyees.
Software company Intercom has been implementing generative AI in its customer support toolset. VP Customer Support Declan Ivory speaks to Econsultancy about what the tech means for the industry, from agent support and QA, to customer-facing bots and new human roles.
This webinar looks at the strategic and commercial benefits of neurodiversity and offers guidance on creating inclusive experiences for customers and empoyees.
Holistic testing is designed to reveal more about customer motivations and the ‘whys’ behind successful campaigns. It can be implemented as a framework that imparts both a testing structure and a method for applying the results generated from those tests. This chapter discusses how to set up an email testing programme based on this approach. […]
Advances in technology, particularly at the email service provider (ESP) level, should mean that testing becomes more widespread and more affordable. The creation, launch and adoption of AI-based testing tools has also been a major factor in giving marketers more control over the testing process, including allowing direct access to testing and results. Different attributes […]
Email testing is both art and science. Creative thinking helps drive the possibilities for testing, but science ensures that the results will be reliable and repeatable. It relies on a formal structure that identifies a problem, develops a framework to address it, follows a strict procedure that eliminates chance, error or bias, and delivers results […]
The ability to optimise easily is one of email’s greatest advantages over other marketing channels. Marketers that routinely send messages to their subscription lists have regular opportunities to test and optimise. This allows for continuous improvement. Testing programmes Testing can be conducted on all types of messages, including promotional campaigns, newsletters or updates to whole […]
An optimised email programme will generate more revenue and build greater engagement. It will add to the company’s understanding of its customers, making the channel an even more valuable resource, worthy of greater investment. Testing is the most common method of optimisation. Many email service providers now include basic testing modules in their platforms, which […]
Any strategy for an email programme should include the regular testing of master templates and individual design components to ensure that they render successfully across a variety of email clients and devices. This chapter discusses the benefits of pre-deployment testing and looks at how AMP for Email could impact email design. Design render and pre-deployment […]
Good email design should provide the reader with options and encourage them to act. Large, clickable headlines make it easy for customers to select items of interest, while subscription options allow them to tailor communications to their preferences, enabling emails to be more personalised and relevant. The following table lists key layout elements marketers can […]
When designing an email, it is vital to consider who will be reading the email. Email marketers should ensure they think about the different reading requirements and cultural differences of audience segments. Designing for accessibility Accessibility has become a pressing issue as awareness of the difficulties many email subscribers have in reading and interacting with […]
The design of an email needs to take both technical and creative considerations into account, from the placement of elements to the use of code to ensure emails render correctly. This chapter looks at best practice for email design. ‘Above the fold’ and ‘below the fold’ These terms come from newspaper design and refer to […]
Marketers do not have to reinvent the wheel every time they want to send a new message. Every successful email marketing programme makes use of well-designed templates. These will have been tested for functionality across multiple email platforms and devices, and they can be modified in terms of content and messaging. This chapter discusses the […]
The goal of good email design is to design for conversions, not merely aesthetics. The combination of these two principles has elevated email design to both an art and a science. The science guides the construction of an email message, from the coding to the layout and the rendering. The art is in bringing all […]
The best loyalty programmes create an “emotional connection” and are about more than “getting the customer to the next transaction”, says former Holland & Barrett CRM chief Jonathan Haywood.
This article is adapted from a section of Econsultancy’s Innovation Best Practice Guide, written by Steffan Aquarone. The guide presents a set of simple, practical ideas, and Aquarone takes the word ‘innovation’ itself to mean ‘finding ways of doing things differently’. The empty chair is a concept synonymous with Amazon’s customer-focus. Despite their importance to the […]
Eight key steps to creating inclusive experiences, taken from Econsultancy’s Neurodiversity and Digital Inclusion Best Practice Guide.
This article is reproduced from Econsultancy’s report, User Experience and Interaction Design, authored by Steffan Aquarone and Will Grant, and also available as a quick guide. Jakob Nielsen, a UX consultant who The New York Times has called “the guru of web page usability”, wrote: “User experience encompasses all aspects of the end user’s interaction with […]
The connected car requires a big transition at OEMs, including new commerce capability to be able to engage seamlessly with customers through sales, after-sales, and in-car commerce.
VML’s luxury retail lead Ricardo Catalano outlines three tiers of digital maturity in the sector, and why some maisons take a traditional approach with minimal data activation, despite placing a premium on customer relationships.
Luca Picardi is Head of Brand Strategy at Kallan & Co., a design studio with a virtual working model (and offices in Helsinki, Melbourne and Christchurch). He has been working across brands and digital products for the last decade. Given Picardi’s schooling at Central Saint Martins and current teaching work at BAU school of design […]
Drowning in data or relying on gut instinct? If customers want to feel valued, and marketers want efficiency and salience, where is the sweet spot of tailored communications and experiences?
“A lot of people, for a long time, have been talking the talk but perhaps not walking the walk,” said Burns, CEO at design and innovation company Magnetic, highlighting the importance of customer insight and experience design.
We’ve published a list of digital and marketing trends every January at Econsultancy for well over a decade, and have been training marketers for the better part of 20 years. Looking back at some of our annual predictions since 2010, three types of trend stand out: Trends that feel nostalgic, ideas that quickly became amusing […]
The consultant and former head of loyalty, CRM and retention at brands including Verisure, SSE and EE tells us when she was last surprised and delighted by personalised comms, and talks AI, martech and data privacy.
Sam Richardson is a consultant at Twilio. She describes the team’s focus at the customer engagement platform, as “firmly on helping our [clients] to understand the importance of developing deeper relationships with customers.” “We’re working with them to encourage a mindset shift,” she continues, “from thinking about one off transactions to how they can earn […]
The US B2B technology provider partnered with Shout Digital to deliver an app designed to counter financial losses from theft and tool mismanagement in the construction industry. ShareMyToolbox|Shout Digital
The UK B2C arm of tyre wholesaler Micheldever Group worked with Profound to upgrade its digital strategy, delivering an improved customer experience using composable website architecture and headless ecommerce. Protyre|Profound
US-based Mackin’s Auto Body partnered with Intuitive Digital to improve its user experience and search visibility Mackin’s Auto Body|Intuitive Digital
This quick guide looks at the business benefits of marketing automation, including the ability to deliver personalised, omnichannel experiences to customers and improve acquisition, engagement and retention. It provides an overview of the main features offered by marketing automation platforms, and the key steps to successful implementation.
This quick guide provides businesses with a starting point for putting their CX strategy into action, looking at the principles, techniques and metrics behind the delivery of exceptional customer experiences.
This quick guide provides an introduction to the fundamental principles of UX with practical guidance on designing seamless user experiences that place the customer’s needs front and centre.