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.

The decline and fall of email for acquisition

The use of email marketing to drive customer acquisition is in significant, and terminal, decline.

by Matthew Kelleher 10 October 2008 09:00am 8 comments

Behavioural email – is it just online ‘ambulance chasing’?

“We are not ambulance chasers, people leave our stores empty handed every day and we don’t feel the need to beg them to come back so why should online be any different?”

If anyone takes the time to read these words, I would love your feedback. RedEye has a series of clients that make a hell of a lot of money and ROI from behaviourally targeted and automated emails.

But we were blown away recently when a prospect said that they would never do trigger emails or basket abandonment work because they perceived it as the e-marketing equivalent of ‘ambulance chasing’!? Ouch!!

by Matthew Kelleher 09 June 2008 10:00am 6 comments

Basket Abandonment - we have to focus on How, not Why

More and more the concept of basket abandonment is mentioned as a method for increasing conversion - be it baskets in retail, quotes in insurance, bookings in travel or registrations in gambling.

Indeed, I am beginning to feel like it has been around forever. The real question for me is how to go from talking about it to actually producing the goods and enjoying the results.

by Matthew Kelleher 17 March 2008 11:16am 2 comments

Path Reporting 2.0: Let’s start looking at campaign path reports

We’ve all spent the last five years being told that banners influence search campaigns or that product terms influence brand term conversion.

Do the tools and data exist to properly back up the statements we can see if we were right to believe them?

by Matthew Kelleher 13 February 2008 14:39pm 2 comments

Relevance - the silver lining of the spam cloud

It occurred to me recently that we do not give spammers (and in their turn ISPs) enough credit for helping to make email a long-term, credible media.

How so?

by Matthew Kelleher 04 February 2008 09:30am 5 comments

Email Suicide – emailing the ‘emotionally unsubscribed’

To keep emailing those individuals now being labelled 'emotionally unsubscribed' may be enticing on the basis that one day they may be in the buying window... but it may also be very dangerous.

by Matthew Kelleher 24 January 2008 17:32pm 5 comments