Depressingly, the life of an email marketer is one of minorities, even the best email campaigns are opened by just a tiny minority of people.
And as a result, every one of us has mused at one point or another, 'How can I get these non-opening 80% to engage with me again?'
And so we send out re-engagement campaigns, get a couple or three percent response, and think we’ve done a great job.
Phil Manger of Future Publishing and I thought this logic was faulty and that we could do better. The results? We bettered a traditional re-activation campaign by 255%.
Want to find out how? Read on.
As we enter the final month of a promising year of economic recovery, I'm continuing to round up the best of the Econsultancy blog.
Here you'll find around 30 posts that are definitely worth your time; either great practical advice, the best of our opinion pieces, interesting case studies, or what you definitely need to know about changes at the main tech players.
Feel free to comment on any of the posts, as our authors are always keen to extend the debate.
As a small business owner you're in a great position to start exploiting social media for all its worth, adding much sought after personalisation and relevance at an integral stage of your development.
Although social media can be a fairly time consuming practice depending on how many platforms you choose to use, it's also the key way for a small business to develop awareness, raise its profile, gauge its market and interact with existing and future customers.
As the UK is celebrating its first Small Business Saturday on December 7 2013, here is the second in a series of posts that takes a look at each individual social media platform in turn (last week we looked at Pinterest for small businesses) and highlights how you can achieve the best from each one.
This week: Facebook.
Oreo was the brand with the highest increase of ‘buzz’ in 2012, with a 49% higher online chatter than in the previous year.
How did Oreo achieve this and also continue to maintain this high level of engagement?
We’ve previously discussed on the blog about how Oreo is the king of agile marketing, and it's clear that Oreo has a marketing team that not only has a finger tightly on the pulse, but who can also react with whip-smart efficiency, humour and charm.
Recently I’ve discovered some more great examples of online marketing (agile and not-so-agile) throughout Oreo’s social channels. Each one displaying a strong presence and a keen idea of what its followers expect from the brand. Let's take a look at each one in turn...
Brands no longer have an option over whether or not they provide social customer service as consumer demand dictates that complaints and queries are at least acknowledged even if they are ultimately dealt with via a different (less public) channel.
A new study by IMGroup found that fashion retailer Next currently provides the best overall social customer service among brick-and-mortar retailers, followed by Argos and Marks & Spencer.
Next was the top performer on Facebook and the second best on Twitter, which are the two channels most commonly used for social customer service.
All of the retailers in the report had a Twitter presence, with seven of them operating a dedicated customer service feed. Only Superdrug and Boots do not use Twitter for customer service or complaint handling.
Last month, with the help of Dr Pete Meyers from Moz, we looked at how PPC ads are changing and what they will look like next year.
Some of these predictions have already happened, such as the yellow 'ad' labels and less obvious background shading.
One of the themes of that article was Google's efforts to make ads blend in more on results pages, something Dr Meyers referred to as 'ads in sheep's clothing'.
This is now happening in Google's UK results, with the top PPC ads on some brand searches resembling results more than ads.
Copywriting is just one of the elements that combine to make up an effective ecommerce product page.
The product description needs to be informative and sell the benefits of the item, while also being concise enough to retain the customer’s interest.
Copywriting also goes some way to contributing to a brand’s identity, as the tone and type of language used will impact how customers perceive the site.
To show the extent to which the quality of copywriting varies among major retailers I’ve pulled together nine examples of product descriptions for the same pair of Levi 510 skinny jeans.
An argument for not reporting results in marketing: if you find yourself in times of crisis having to report frequently, try reporting on actions rather than numbers.
Report on the things you did rather than the traffic you achieved.
Here is my argument for not reporting results in marketing...
We're well used to personalised digital experiences, but the adoption of Bluetooth Low Energy by the major smartphone manufacturers has the potential to bring personalisation to real world experiences.
This post examines how this will affect our in-store buying experiences.
One of our main focuses on the Econsultancy blog is highlighting instances of best practice and digital excellence in the marketing world.
But every so often it’s also useful to shine a light on the mistakes that people make, particularly when it comes to social media.
I could try to lie and say that I’m doing this so we can all learn valuable lessons from the unfortunate errors of others, but truthfully I just find it quite amusing.