Matthew Kelleher

Matthew has 8 years of experience in email and online marketing. Originally launching Claritas Interactive and helping to develop this across Claritas Europe, he was a member of the original Email Marketing Association (eMMA) and a founder member of the DMA Email Marketing Council. He is currently Commercial Director at behavioural marketing and analysis group RedEye.

Are cookies off the menu in the new online Europe?

There has been a lot of noise recently surrounding the new legislation on online tracking and the use of cookies and permission. Marketers must sit up and listen to the potential underlying threat this legislation can pose and consider whether a new approach to transparency and education can head off the threat now and in the future.

It seems most of the controversy is based on the typical ambiguity that seems to exist in many online rules and regulations. Because, let’s face it, the situation is meant to be led by public opinion, with the legislators supposedly following suit. The public want to be “protected” from evil online marketing spies, who are poised and ready to sell something at the first sign of interest.

Or do they?

by Matthew Kelleher 19 November 2010 11:52am 12 comments

10 best practice tips for basket abandonment emails

Everyone is doing basket abandonment emails today… or so I thought. But I have just been proved wrong.

According to our research, less than 10% of the top 100 UK e-commerce sites (as defined by Hitwise) currently do basket abandonment emails, so I thought I would post the top 10 best practice learnings that we have had from the last decade...

by Matthew Kelleher 01 November 2010 10:15am 6 comments

The rules of email engagement: part two

A couple of weeks ago I posted a piece on the rules of email engagement, very much laying out fairly broad thoughts on the subject.

Now I want to follow up with a more pointed ‘plan’ that, if followed, will ensure a virtuous spiral of engagement and increased ROI...

by Matthew Kelleher 09 February 2010 10:26am 0 comments

The rules of email engagement

Bulk email is dead. OK, some people might still be doing it, but does that mean it works as well as it could? Just look in your own junk folder to find the many emails you have opted into but no longer reach your inbox.

So why is bulk email on the way out? Well, let’s consider what the top three email ISPs have to say...

by Matthew Kelleher 14 January 2010 09:54am 1 comment

Defining trigger, remarketing and behavioural emails

It is important, I think, to define what is going on and what is out there in the market regarding trigger email marketing, behavioural email and remarketing, phrases thrown around and often confused but which have key differences.

I want to hazard some definitions of these terms, and of course I am open to having these challenged...

by Matthew Kelleher 23 October 2009 09:30am 2 comments

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.

by Matthew Kelleher 07 October 2009 10:26am 0 comments

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?

by Matthew Kelleher 01 September 2009 11:04am 2 comments

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.

by Matthew Kelleher 18 August 2009 11:38am 6 comments

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.

by Matthew Kelleher 06 August 2009 10:13am 7 comments