The consumer shift towards mobile devices means that businesses should have a strategy in place to optimise their email marketing for smaller screens.
It’s not uncommon for businesses to find that up to 50% of their email messages are opened on mobile devices, however a recent Econsultancy report found that a large number of companies do not have a mobile email strategy in place, with 32% reporting this as ‘non-existent’ and 39% saying their strategy was ‘basic’.
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 the recipient decides to open the email.
Marketers that feel there is just not enough time to spend on email marketing, you may be slightly comforted to know that you are not alone.
The bid to keep up with the evolving nature of email marketing is a challenge many organisations are struggling with, according to marketers that attended Econsultancy’s Festival of Marketing.
Several senior client-side marketers gathered together for Digital Cream during the Festival, where email marketing, among other topics, was discussed at great lengths.
The general consensus? Emaiil has great potential to become even more efficient than it already is. It's just going to take skills, buy-in and time that many do not have... yet.
While these discussions were under the Chatham House Rules, the insights gleaned have been pulled together to create the new Email Marketing Trends Briefing published this week by Econsultancy in association with Pure360.
The trends briefing, which is free for registered users, also contains some best practice tips, market data and case studies.
With Christmas just a month or so away, the ecommerce tips and predictions are coming thick and fast, not least from this blog.
As ever, we're expecting a record Christmas for ecommerce sales, while mobile is likely to play a massive role.
Here are five Christmas-themed ecommerce infographics packed full of stats...
As we draw closer to the end of 2013, not a day goes by without someone committing a feverish 'future of content marketing' post into the marketing blogosphere.
According to these digital soothsayers, next year we are destined (doomed?) to see more native advertising, more video content, more renewed commitment to ‘story first’ strategies, and so forth.
These are all strategies and techniques you could have read about in 2012, 2011 and 2010. The truth is content marketing has been around for over a hundred years, but there are many who would be happy for it to remain in its predictable, boring and samey infancy.
To be quite blunt, content marketing in 2014 needs to grow up.
Here’s how I’d like see content marketing mature over the next year...
Writing an email subject line is a fine art that requires a high level of creativity as well as careful analysis of what customers respond to.
It’s not easy coming up with varied topics that pique the reader’s interest while avoid becoming monotonous or relying too heavily on sales and promotions.
Luckily there are a huge number of case studies published online that help to give marketers inspiration by revealing the type of content and tactics that will increase engagement. But that doesn't mean that the subject line can be neglected in favour of focusing on the email content.
It's not just casual Pinterest users making their own boards and pinning images, brands are fast discovering that sharing and adding pins to their own products can be an effective way to drive users to their ecommerce sites.
As of September 2013, the three year-old social channel has over 70m users, and according to a recent study Pinterest is driving more traffic to publishers than Twitter, LinkedIn, Reddit and Google+ combined.
Pinterest's aesthetic style is also seeping into most corners of ecommerce. From eBay's recent homepage overhaul, to Etsy's vintage, bespoke world of homemade trinkets.
It's this visual style that brands are realising is the key attraction for users on Pinterest. So how do brands let consumers know about their own presence on this burgeoning and increasingly integral channel?
Sony has recently began sending out dedicated emails highlighting Pinterest; integrating its own boards and pins into the email and driving traffic to its Pinterest page. Integrating Pinterest has led to a 70% higher average open rate for Sony, and an average 18% higher click-through rate.
How are other brands integrating Pinterest with their emails? Here are 20 examples:
Sony has recently began sending out dedicated emails highlighting Pinterest; integrating its own boards & pins into the email and driving traffic to its Pinterest page.
The visual heavy email achieved an open rate 67% higher than Sony's goal, and a 16% higher click-through rate (CTR) than expected.
Previously Sony had trialled including a Pin it button next to its products in a VAIO summer launch email, so users could pin and share directly from the email.
Users pinned from that email 3,000 times.
Let's take a closer look at Sony's Pinterest email strategy..
Let’s face it: the internet is never going away. However, for some small retailers, the disruption caused by the internet has been a painful experience.
It’s also undeniably a major contributing factor to the reduction in the number of retail outlets that are open and doing business.
So what can small retailers do? Starting with planning, I’ve outlined some steps you can take to use the internet and other digital technologies to their advantage (most of which comes straight from our How The Internet Can Save The High Street report and follow on from a speaking event I did with Royal Canin).
This is a bit of a long post, so you may wish to bookmark it to return to later. Or take a nosey at our Fast Track Digital Marketing training to get a further deep-dive into what I describe.
Read below to find out how to start moving!
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.