Mobile email is a major challenge for businesses as studies have shown that as much as 50% of marketing messages are opened on mobile devices.
Obviously the precise figure varies drastically from company to company, so the need to optimise for mobile will be less important for some businesses.
But even so, it’s an issue that all businesses will have to deal with at some point in the next year or so.
One option for dealing with mobile email is responsive design, which uses one set of code that renders an email differently when viewed on a desktop, tablet or smartphone.
This means that the user experience is optimised regardless of where and when the recipient decides to open the email.
Often when we think about email marketing we’re considering the proactive angle, such is email’s power as a direct marketing tool to drive sales.
But it’s equally powerful as a reactive channel. How it’s used for those who are buying, or thinking about buying, is a crucial part of the purchase journey. It can be the dividing line between whether customers buy from you again, or buy from you at all.
We recently purchased items from 40 of the top online retailers in the UK and the US, marking their performance for use of email throughout the purchase journey.
Here are a few of the things we learnt.
As many of you will be aware by now, WHSmith took its website offline on Sunday after it discovered that pornographic eBooks were available through its Kobo e-reader.
While the material was undoubtedly unacceptable and needed to be taken offline, it did seem like an over-reaction to pull down the entire website. What’s even more surprising is that two days later the site still isn’t back online.
Yesterday we published a post discussing WHSmith’s decision, including the impact on its SEO, alternative courses of action and what it says about the business’ understanding of digital marketing and ecommerce.
And as the site is still offline there’s more to be said in terms of the wider implications for WHSmith’s digital marketing initiative and the long term impact on the brand.
On May 29 this year, Gmail introduced the new tabbed layout. For many email marketers this was a major concern as this raised questions on the effectiveness and ROI of their email marketing activities.
Would the introduction of this new layout affect their open rates? Does this mean email marketing just got a lot harder?
Let’s have a look at what this means for email marketers.
Yesterday saw the arrival of Punch, a brand new event which brings marketers and creatives together to explore the latest thinking in brand communications and advertising.
Held in the iconic Truman’s Brewery London, Punch forms the creative strand of Econsultancy’s inaugural Festival of Marketing.
The agenda included speakers from Channel4, Twitter, Epagogix and Method.
Obviously it’s not possible to condense all the different tips and recommendations from the whole day into one blog post, but here's a selection of the most interesting points.
For up to the minute tweets please follow @FestofMarketing and #FoM13.
Keen readers of this blog may have seen our recent interview with Game’s insight and reward director Fred Prego on the company’s multichannel strategy.
And earlier today at our JUMP event Prego expanded on Game’s CRM strategy, including case studies on how his team uses personalised messages to drive sales.
Prego began with some quick stats to dispel the myth that the company is bankrupt, stating that the business has 320 stores and 30% market share.
Furthermore it attracted 20m customers online and in-store in the past 12 months and has had 750,000 app downloads.
However following its brief stint in administration last year, Game has re-emerged with a new focus on its customers and now aims to build the UK’s most valuable community of gamers.
With defiance and playful glee, the statement “it’s not ‘big data’, it’s just data” bursts from the mouth of Parry Malm, Account Director of Adestra.
This room full of marketers and B2B sales people, here for Funnel 2013, are clearly in for an entertaining and iconoclastic lesson from this erudite digital marketer.
Parry Malm compares the currently in-vogue use of the term 'Big Data' to that of ‘Web 2.0’ a couple of years ago. It has created a spike of intrigue that certain web cowboys can exploit for their own benefit.
What the term 'Big Data' has done succesfully though is help to put data on the agenda at last.
But what does 'Big Data' really mean and how do you get value from it?
How can marketers get consumers to love their brand? It’s a long and difficult process that requires a complex system of tools and tactics.
Yet at Econsultancy’s Funnel event this morning Silverpop’s John Watton managed to summarise the process in just 20 minutes, succinctly laying out the basic premise of behavioural marketing and how it can benefit businesses.
Watton began by describing the relationship he has with a wine merchant in the Chiswick area of West London, which is a neat metaphor for the principles behind behavioural marketing.
Though there are a huge number of shops that Watton could go to for his weekly wine fix, he chooses to return to the same shop due to the relationship he has with 'Bob' the shopkeeper.
The CoolBrands Awards were announced this week and it's no surprise to see American tech giant, Apple, in poll position as the 'coolest of the cool' brand.
The annual initiative, by CoolBrands (part of Superbrands UK Ltd), identifies the hippest brands loved by Britons. This year it has revealed some obvious choices within its top 20 list: Nike (4th), Glastonbury (5th), Twitter (8th) as well as many high-end luxury brands such as Aston Martin (2nd), Rolex (3rd) and Chanel (13th).
While it’s great to see such brands prospering in these times of economic austerity I am particularly interested in the smaller niche brands that have made the cut this year.
No disrespect to the brand giants. They do a great job, but on big marketing budgets. What I love to see is how the smaller companies are making the grade.
Marketing automation solutions alone cannot get you the marketing performance transformation you’re hoping for - you need to get the company culture and skills aligned with it for true success.
To find out how you can do that, read the next in this this two-part blog post series.
In part one, I looked at the skills required to implement marketing automation software and why a transformation on a cultural level needs to occur before any system can be successfully implemented. Here i explain the next steps in that process.