Take five seconds to test your call to action and USP
You may be focused on improving the conversion rate for your website, or simply wanting to ensure that your visitors can quickly get an idea of what you do and offer.
Whatever your goals, having a clear proposition and call to action are two areas that can have a positive impact on your business performance.
In this post I will be talking about a web application that you can use to help you and your business gain invaluable insights from end users.
What can email marketing learn from Twitter, blogs and other social media channels?
Just had a “conversation” with our shiny new marketing manager of the benefits of social vs email marketing. Wish I had a tape recorder (doesn’t that sound dated, hmm iPhone anyone?) to hand as I think it encapsulates the position a lot of marketing managers find themselves in...
Basket abandonment: what is industry best practice?
Twitter has just drawn my attention to a piece of advice on basket abandonment that I personally feel is misleading. The idea that 24 hours later is industry best practice for sending a basket abandonment emails is something I have never before come across.
Is behavioural email and segmentation the future of targeting?
Am I right in seeing behavioural email and segmentation as the future for targeting customers online?
I cannot escape the feeling that behavioural is something of a panacea for the current issues facing email marketers, while also taking direct marketing another step towards individual level, one to one marketing.
Do successful online offers break a cardinal direct mail rule?
Choice: online, more is better. Or so discovered the head of digital marketing for a major consumer publishing megabrand (who sadly cannot be identified). This flies in the face of one of the cardinal Rules of Direct Mail: one offer, one call-to-action.
Our publisher has been working on online offers, both on the site, in search and in email, to boost the print subscriber base of a wide variety of magazines. Time after time, the more choices offered to consumers for subscribing, the higher the conversion rate.
Online lead generation still growing but becoming more competitive
Research published by Econsultancy earlier this week has shown that there is a continued trend towards online lead generation at the expense of offline techniques, but methods such as natural search, paid search and email are becoming more competitive.
Email marketing: Listen to consumers. And hit send at lunchtime.
Whatever you do, don't forget to write. A variety of new ways to reach out to consumers have popped up online, but a new study has found that targeted email marketing is leading to more response from consumers during the recession.
US Email Trends and Benchmarks found that 53% of consumers made an offline purchase because of an email message in North America. In Europe, 37% made offline purchases as a result of email messaging. Meanwhile, 59% of consumers polled in the Asia Pacific region made an offline purchase because of an email.
Those numbers are getting higher in the recession and point to an important fact: marketers should be reaching out to willing, engaged consumers.
20% of marketing emails missing inboxes: survey
Email deliverability is still an issue for companies, with an average of just 79.3% of permission-based commercial emails reaching inboxes in Canada and the US.
This statistic comes from a Return Path Deliverability benchmark report, and suggests that a significant proportion of marketing budgets are being wasted.
Six 'I's' to help you create ingenious digital marketing campaigns
To loosely follow on from a previous post, it’s not necessarily advisable to ignore innovation and creativity under the current global economic conditions. However, when faced with this kind of negative environment, thinking up imaginative ways to engage with users through existing channels can sometimes become a bit stale.
Here, I’ve compiled a few different examples of relatively recent online campaigns that caught my attention through their resourcefulness and that follow six identifiable 'I's'.
What you can learn from the success of spam email
When discussing spam emails, there's an inconvenient truth that often gets ignored: email spam is still so prevalent because it works.
Yes, those horrible emails ridden with poor grammar and spelling errors, pitching everything from get rich quick schemes to 'performance enhancing drugs', are effective sales tools for the product peddlers behind them.
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
