“Customers receive plenty of boring emails,” says former Holland & Barrett CRM chief Jonathan Haywood. The best loyalty programmes create an “emotional connection” and are about more than “getting the customer to the next transaction”.
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 […]
This webinar looks at the strategic and commercial benefits of neurodiversity and offers guidance on creating inclusive experiences for customers and empoyees.
Eight key steps to creating inclusive experiences, taken from Econsultancy’s Neurodiversity and Digital Inclusion Best Practice Guide.
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 […]