UK marketers at the head of the multichannel marketing pack: study
It seems that everybody talks about multichannel marketing these days. But how many walk the talk? According to a study conducted by marketing solutions provider ExactTarget, UK marketers are walking the talk more than marketers in other countries.
The result: they're better connecting with their customers and that boosts the bottom line.
Conversion: clients and agencies don't see eye to eye
In the coming days Econsultancy will be releasing a new survey-based report on attitudes an approaches to 'conversion', and as sponsors and co-authors RedEye has had a sneak peek at the results.
The key approaches are numerous and have been reviewed in some degree of depth, and there are some standout insights.
Don't close the door on the way out
Recently looking for contracts and jobs here (a long, long story) I noticed the very heavy competition for my viewing eyes from job boards. To differentiate they all had the best email list or an RSS feed for my favourite harvester.
This process has given me a clear path into which sites I'd use again. Those sites are definitely not the ones I'm still trying to get rid of now. So why does this matter? Brand, recommendation, customer experience.
Why 'quality not quantity' matters online
Too often online marketing is characterised by quantity rather than quality. There's a pervasive idea that quality is too hard but sheer volume will have the same effect.
Let me give you a shining example of what I mean. I was recently browsing a forum when I found, without a doubt, the dumbest attempt at marketing I've seen in a while.
Are retailers making it easy to unsubscribe from emails?
If people want to unsubscribe from emails, it should be made as easy as possible, as the alternative for many customers is using the report spam option, something which can have an adverse effect on sender reputations with ISPs.
I signed up for emails from some of the top UK retailers, and have been seeing how easy (or otherwise) they are making it for customers to opt out of marketing emails...
Free shipping works in emails: study
Offering free shipping in emails is a tactic which is increasingly used in marketing and rightly so, as in can result in higher transaction rates, according to a new study.
A US focused report (pdf) by Experian CheetahMail has looked at the trends and offers tips on using this offer effectively. Here are a few key takeaways from the study, as well as some useful observations on search trends...
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This article covers what I've learned from working with hundreds of customers on improving the results that they get from email marketing by optimising the subject line.
Whatever software you use for your email campaigns, these tips are worth reading...
10 ways to avoid spam in all its forms
Despite all of the tools that are brought to bear in the War on Spam, spammers continue to ply their trade successfully. The most prolific reach millions upon millions of people and are adept at adjusting to new weapons that aim to shut them down.
The truth is that defeating spam doesn't require more technology but changes in human nature. Here are 10 common sense ways to avoid spam that are forgotten or overlooked far more often than we'd like to believe.
Why integrate your email marketing software?
“Marc have you got a minute?” It always starts that way, I take my headphones out of my ears slowly to try and emphasise my disdain at being interrupted from whatever I am doing...
Do offline RFM databases work for email marketers?
In a recent post I asked a question about behavioural email and segmentation that received a number of positive responses but which showed a breadth of approach across the market, from the pragmatic to the fully integrated.
But I was only left with one question that has nagged at me for a couple of weeks, so I thought I would give it an airing: if behavioural email and segmentation is the way the market is going, then is everyone who is building an ‘offline’ RFM (recency, freqency, monetary) database / segmentation tool to drive email wasting their time and money?
Social media: the best and worst of 2009
Email marketing: six steps to improving customer engagement in 2010
Web 2.0
Graham Charlton
Strategy & Planning
