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What does user experience (UX) mean?

This article is reproduced from Econsultancy’s report, User Experience and Interaction Design, authored by Steffan Aquarone and Will Grant, and also available as a quick guide. Jakob Nielsen, a UX consultant who The New York Times has called “the guru of web page usability”, wrote: “User experience encompasses all aspects of the end user’s interaction with […]

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A beginner’s guide to email marketing KPIs and metrics

This article is reproduced from Econsultancy’s report, Email Marketing Best Practice: Setting Goals and Measuring Success, authored by Kath Pay, and one of a suite of nine email guides available to members. This article explains how different KPIs can be used to track email marketing campaign performance, and also looks at some metrics beyond the campaign. When tracking […]

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Why marketers should be cautious using email open rate as success metric

This article is reproduced from Econsultancy’s report, Email Marketing Best Practice: Setting Goals and Measuring Success, authored by Kath Pay, and one of a suite of nine email guides available to members. Despite many warnings against basing an email campaign’s success or failure on its open rate, it remains the most popular measurement, according to a 2023 benchmark […]

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Customers want to be ‘more than a mere transaction’: Benamic’s Laura McGill on loyalty schemes

The growth of member pricing and the rise in retail media are just two reasons why loyalty schemes have been front of mind recently for many marketers. We caught up with Laura McGill, Head of Marketing at global promotions and loyalty firm Benamic, and self-professed “data-driven person” to ask what customers want from loyalty schemes. Econsultancy: […]