A few months I signed up to newsletters from a number of different fashion retailers in order to evaluate their welcome emails.
This means I now have an inbox full of marketing messages, which feature a surprisingly high proportion of deals and special offers.
What’s even more surprising is the lack of mobile optimisation among these brands.
The full list includes some of the world’s top online retailers, such as Macy’s, H&M, ASOS, Boohoo, Rue La La, House of Fraser, Schuh, Nordstrom, Mr Porter, American Apparel, Reiss and Office.
Yet of all of these, only four brands had any success in rendering emails properly on my Android phone.
As part of a recent digital transformation program, I’ve been looking for a succinct way of describing this new part-art and part-science approach to marketing that is unfolding around us.
The art being the growth of content and social over the ‘old world’ reliance on disruptive distrusted paid media. Science being the increasing automation and personalisation of all aspects of the customer experience.
This search has taken me on an interesting journey with the likes of Kotler’s Marketing 3.0 certainly offering a good read but sadly not the summary I was looking for.
So I decided to have a stab myself, providing a starting point for others to refine and build on.
Since then, Econsultancy rode into town with the brilliant Modern Marketing Manifesto. If this had been released a little earlier I almost certainly wouldn’t have tried to tackle this myself.
However I’m quite glad I did because I think I’ve arrived at a concise and formulaic representation of this manifesto with a couple of twists.
Marketing automation has been one of the hot topics in digital this year and it’s likely to remain high on the agenda during 2014.
It’s an important tool for bringing order to the warring worlds of marketing and sales by improving lead scoring and nurturing.
Much has been said on this blog about the value of marketing automation technology, but I thought it would be useful to pull together some case studies to help quantify the impact it can have on sales and revenue.
On Monday, I answered some questions for Econsultancy about optimal email frequency at Christmas, and apparently I ruffled a few feathers.
What can I say, I’m a Parry-iah (see what I did there?). The following blog post will rub some people the wrong way. My good name may get dragged through the mud. But, what can I say, with playful glee here comes an erudite, iconoclastic viewpoint.
My point is this: retailers who send out more (not crappy) emails this Christmas period will drive more revenue from all their channels, both online and offline.
This Christmas, give your customers a present. Give them the gift of more emails.
If you run an ecommerce site, you probably use email to announce sales, engage customers and drive repeat purchases.
But now that the vast majority of your customers use smartphones, you can follow the lead of most large ecommerce sites which are using SMS just like email to drive repeat visits and purchases.
If you collect mobile phone numbers and have permission to text them, include links in your SMS back to your site (also known as Smart SMS) and grow sales through one of the most direct and engaging marketing channels available.
This blog post isn't to convince you of the value of SMS for driving ecommerce sales, most smart businesses are doing it already. Our goal is to answer a key question: how do you measure the effectiveness of SMS and track the sales from each campaign?
Email frequency in general has been a hot topic recently. Whatever your opinion or approach is on this topic, it’s inevitable that your email frequency is going to increase over the upcoming holiday period.
As you can see from this chart, many retailers don’t hold back!
The Christmas-themed emails have just begun to arrive in my inbox, so what better time to gather some email marketing tips?
I've been asking a number of email marketing experts about the best tactics for the Xmas shopping season.
Topics include how often to send emails, the importance of mobile, and email creative this Christmas...
To bring Econsultancy readers and subscribers the best blog content from the month gone, I've been writing simple posts like this one (with the best of August and September also available).
There's plenty of good stuff I've had to leave out, but the posts I've included below will bring you some new best practice, insightful opinion, and some coverage of October's biggest events in marketing, ecommerce, big brand land and GAFA World (Google, Amazon, Facebook, Apple).
I hope you'll enjoy the best from our myriad of authors.
Before we get started, I have two apologies to make: one to every company featured in this blog post (my opinion obviously has little bearing on the success of your marketing efforts), and another for writing a post with a wholly negative premise.
In my defence, it’s often a lot easier to run your own emails against a checklist of ‘do nots’, as it arguably supplies some super-quick fixes.
Anyway, off we go.
In case you’re a few years behind the times, you will be aware that Obama’s re-election campaign was a success.
But what is less well known is the detail of the testing process behind the email strategy that helped to raise more than $500m in online donations.
At Searchlove this morning Obama's director of digital analytics Amelia Showalter gave an insight into the A/B tests that optimised the campaign's fundraising emails and the lessons that the digital team learned as a result.
Showalter said that in a tightly fought election Obama’s campaign team knew they would have to top the $750m raised in 2008.