tag:econsultancy.com,2008:/blog/authors/parry-malm Posts by Parry Malm from the Econsultancy blog 2018-05-15T10:31:00+01:00 tag:econsultancy.com,2008:BlogPost/70022 2018-05-15T10:31:00+01:00 2018-05-15T10:31:00+01:00 GDPR and email marketing: Everything’s gonna be all right Parry Malm <p><strong>I’ve got great news for you, email marketers of the world! The GDPR doesn’t mean the end of life as you know it. The end is NOT nigh. </strong></p><p><a href="https://econsultancy.com/blog/70022-gdpr-and-email-marketing-everything-s-gonna-be-all-right/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/69595 2017-11-22T14:25:00+00:00 2017-11-22T14:25:00+00:00 Emojis in email subject lines: smiley face, or smiley poop? Parry Malm <p><strong>Emojis are in lots of subject lines these days. But do they work?</strong></p> <p>We get asked this question all the time. Here’s what we learned about emojis by looking at &gt;1.5m subject lines.</p><p><a href="https://econsultancy.com/blog/69595-emojis-in-email-subject-lines-smiley-face-or-smiley-poop/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68283 2016-09-14T13:30:00+01:00 2016-09-14T13:30:00+01:00 Four things email marketers should do to get noticed in their company Parry Malm <p><strong>Email marketers are, in my experience, pretty awesome people. They are the unsung heroes of digital marketing departments.</strong></p> <p>And yet, they’re often ignored when bigwigs talk about “digital marketing”, despite email delivering awesome ROI.</p> <p>So here’s what you, email marketers, should do to get noticed in your company.</p><p><a href="https://econsultancy.com/blog/68283-four-things-email-marketers-should-do-to-get-noticed-in-their-company/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/68089 2016-07-28T15:21:00+01:00 2016-07-28T15:21:00+01:00 10 things I learned raising £1m VC for my martech startup Parry Malm <p><strong>Last week, my business, <a href="https://phrasee.co">Phrasee</a>, announced a £1m seed investment. Awesome! Champagne all round! But, getting there wasn’t easy. </strong></p> <p>See, I’ve never run a fast-growing martech business before. Luckily, I’m a quick learner – and here’s 10 things I’ve learned about startup fundraising since launching 18 months ago. </p><p><a href="https://econsultancy.com/blog/68089-10-things-i-learned-raising-1m-vc-for-my-martech-startup/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67739 2016-04-14T12:32:00+01:00 2016-04-14T12:32:00+01:00 According to 32,198 emails, most retailers use boring subject lines Parry Malm <p><strong>Ah, the humble <a href="https://econsultancy.com/blog/66789-we-analysed-82-econsultancy-email-subject-lines-and-here-s-what-we-learned/">subject line</a>. Gatekeeper of your offers. The crux of your campaigns. And the source of unrivalled consternation.</strong></p> <p>Is the message on brand? Does it sound spammy? Will it drive sales?</p> <p>According to the vast majority of the N subject lines we analysed, the answers are no, yes, and probably not as much as you’d like.</p><p><a href="https://econsultancy.com/blog/67739-according-to-32-198-emails-most-retailers-use-boring-subject-lines/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67398 2016-01-13T10:50:09+00:00 2016-01-13T10:50:09+00:00 Four predictions for email marketing that won’t come true in 2016 Parry Malm <p><strong>For the last three years, I’ve made predictions about various aspects of online marketing (see here for <a href="https://econsultancy.com/blog/66006-11-good-or-bad-things-that-may-or-may-not-happen-in-digital-marketing-in-2015/">2015</a> and <a href="https://econsultancy.com/blog/64180-seven-super-exciting-predictions-for-boring-old-email-marketing-in-2014">2014</a>.) They’re mostly right, except for most of them.</strong></p> <p>This year, instead of soothsaying, let’s focus on things I wish would happen... but likely won’t.</p> <p>So here’s some predictions for <a href="https://econsultancy.com/training/courses/email-marketing/">email marketing</a> that won’t come true in 2016.</p><p><a href="https://econsultancy.com/blog/67398-four-predictions-for-email-marketing-that-won-t-come-true-in-2016/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/67241 2015-11-24T12:13:49+00:00 2015-11-24T12:13:49+00:00 What’s the best Black Friday subject line ever according to 3,892 emails? Parry Malm <p><strong>This week, your inbox is probably filled with Black Friday emails. And they’re all pretty much the same. “20% off now!” or “Don’t miss out!” or “Buy this TV or else I’ll club this baby seal!”</strong></p> <p>And since every retailer seems to follow the same approach, everyone else follows suit.</p> <p>You don’t want to be that one brand that misses out on one of the biggest shopping days of the year.</p><p><a href="https://econsultancy.com/blog/67241-what-s-the-best-black-friday-subject-line-ever-according-to-3-892-emails/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66874 2015-09-01T14:23:00+01:00 2015-09-01T14:23:00+01:00 Björn Borg underwear: why I think they’re the Masters of Marketing Parry Malm <p><strong>We asked a few friends of the blog to nominate their favourite brands in the <a href="http://ecly.co/1JouG5L">Brand of the Year</a> category at Econsultancy and Marketing Week’s new Masters of Marketing awards. Here is Parry Malm with his nomination…</strong></p> <p>Econsultancy asked me which brand I thought was truly a <a href="http://ecly.co/1L5KkCk">Master of Marketing</a>.<strong><br></strong></p> <p>After much thought, and I’m sorry Kanye, Ima let you finish, the prize goes to Björn Borg, the purveyor of colourful socks and underwear. Here’s why...</p><p><a href="https://econsultancy.com/blog/66874-bjorn-borg-underwear-why-i-think-they-re-the-masters-of-marketing/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66789 2015-08-31T10:02:00+01:00 2015-08-31T10:02:00+01:00 We analysed 82 Econsultancy email subject lines and here’s what we learned Parry Malm <p><strong>One of Econsultancy’s main retention and sales channels is email marketing. Duh! Same as nearly every other company on the planet. </strong></p> <p>Email works because it’s the <a href="https://econsultancy.com/blog/64685-why-custom-audience-targeting-proves-that-email-has-won-the-internet/">foundation of online marketing</a>. But... is Econsultancy's subject line language optimal?</p> <p>We analysed the emotional power of 82 of its recent email subject lines and here’s what we discovered.</p><p><a href="https://econsultancy.com/blog/66789-we-analysed-82-econsultancy-email-subject-lines-and-here-s-what-we-learned/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66848 2015-08-24T11:40:00+01:00 2015-08-24T11:40:00+01:00 How to stop referral spam from screwing up your Google Analytics stats Parry Malm <p><strong>What is the deal with referral spam? Aside from it being mega annoying, pointless, and stupid?</strong></p><p>If you use Google Analytics, you definitely know what I’m talking about. It’s those almost-real-but-actually-fake-spamming-links that show up on your analytics and screw up your KPIs.</p><p><a href="https://econsultancy.com/blog/66848-how-to-stop-referral-spam-from-screwing-up-your-google-analytics-stats/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66494 2015-05-26T10:23:59+01:00 2015-05-26T10:23:59+01:00 Computers can rap better than Kanye. What does this mean for marketers? Parry Malm <p><strong>Here’s the news: computer scientists in Finland have created an algorithm that can programmatically create better rap lyrics than rappers. </strong></p> <p>The potential of this technology has HUGE implications for marketers. And here’s why.</p><p><a href="https://econsultancy.com/blog/66494-computers-can-rap-better-than-kanye-what-does-this-mean-for-marketers/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66328 2015-04-16T10:40:00+01:00 2015-04-16T10:40:00+01:00 211 awesome phrases for email subject lines that sell Parry Malm <p><strong>Newsflash: email is a great way to sell stuff online. And subject lines make a huge difference to your bottom line. This is a fact.</strong></p><p><a href="https://econsultancy.com/blog/66328-211-awesome-phrases-for-email-subject-lines-that-sell/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66006 2015-01-27T11:18:58+00:00 2015-01-27T11:18:58+00:00 11 good or bad things that may or may not happen in digital marketing in 2015 Parry Malm <p><strong>Every year in January we are faced with a litany of <a href="https://econsultancy.com/blog/65990-three-digital-marketing-mega-trends-for-2015/">predictions for digital marketing</a>. </strong></p> <p>Some are interesting, some are right, and some are wrong, and the vast majority are re-stating what’s already happening. Which isn’t courageous or interesting.</p> <p>In this post, I’m going to bring out my inner soothsayer and make some bold, wild predictions on good or bad things that may or may not happen in 2015. </p> <p>The fence I’m sitting on comes at no extra cost. </p><p><a href="https://econsultancy.com/blog/66006-11-good-or-bad-things-that-may-or-may-not-happen-in-digital-marketing-in-2015/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/65900 2014-12-15T10:29:01+00:00 2014-12-15T10:29:01+00:00 How accurate were my seven email marketing predictions for 2014? Parry Malm <p><strong>In January 2014 I <a href="https://econsultancy.com/blog/64180-seven-super-exciting-predictions-for-boring-old-email-marketing-in-2014">blogged about my seven super exciting predictions for boring old email marketing</a>, which raised a lot of questions…  </strong></p> <p>So now, in hindsight, how accurate was I?</p><p><a href="https://econsultancy.com/blog/65900-how-accurate-were-my-seven-email-marketing-predictions-for-2014/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/65885 2014-12-11T10:03:00+00:00 2014-12-11T10:03:00+00:00 How 304 email marketers split test their subject lines (spoiler alert: it's usually badly) Parry Malm <p><strong>The vast majority of email marketers are methamphetamine addicts. And not the cool kind like you find in the finest trailer parks of middle America.  </strong></p> <p>This survey of 304 email marketers will show you why.</p><p><a href="https://econsultancy.com/blog/65885-how-304-email-marketers-split-test-their-subject-lines-spoiler-alert-it-s-usually-badly/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/65569 2014-10-10T09:52:00+01:00 2014-10-10T09:52:00+01:00 Three ways most marketers screw up email subject line split tests Parry Malm <p><strong>You know what one of my favourite feelings in the world is? </strong></p> <p>Just to clarify, I mean at work. More specifically, one of the best feelings you can get when doing email marketing.</p> <p>I love the feeling I get when one of my subject line tests teaches me something about my audience. What can I say? I’m a super cool dude who gets excited when a subject line delivers amazing response. </p> <p>That moment when the opens, clicks and conversions start showing up and you’re like, “I’m the king/queen of email!” </p> <p>Yeah, I know you know that feeling too.</p> <p>But that feeling is rare and fleeting, because most marketers completely screw up their <a href="https://econsultancy.com/blog/64476-email-marketing-subject-lines-why-best-practice-matters">email subject line</a> split tests. </p> <p>In this post, you’ll learn how to feel pleasure, or if you’d rather, how to avoid the pain of crappy split tests.</p><p><a href="https://econsultancy.com/blog/65569-three-ways-most-marketers-screw-up-email-subject-line-split-tests/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/65232 2014-07-25T09:53:21+01:00 2014-07-25T09:53:21+01:00 21 Google searches that will forever change how you think about the internet Parry Malm <p><strong>We’ve all done it – perhaps early in the morning when putting off waking up, or perhaps when at work putting off... erm... work. Maybe you won’t admit it to your friends, but we’ve all done it.</strong></p><p>It’s nothing to be embarrassed about. It’s ok. I do it too.</p><p>Maybe it’s a “wisdom of the crowds” thing, or a “wikinomics” thing. Or maybe just a lazy way to make sense of this crazy online world in which we live.</p><p>In this post, I undertake some serious investigative online journalism to find out what the internet actually thinks about the internet, using Google search’s fancy auto-fill tool.</p><p>Read on – it just may change your life.</p><p><a href="https://econsultancy.com/blog/65232-21-google-searches-that-will-forever-change-how-you-think-about-the-internet/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64845 2014-05-15T14:02:33+01:00 2014-05-15T14:02:33+01:00 Seven dos and don’ts of Custom Audience targeting Parry Malm <p><strong>By now, you’ve hopefully heard of <a href="https://econsultancy.com/blog/64685-why-custom-audience-targeting-proves-that-email-has-won-the-internet">Custom Audiences (CAs)</a>, aka Tailored Audiences, aka CRM re-targeting. It was one of my predicted trends for 2014, and the momentum is picking up massively.</strong></p> <p>Yet, most people are using them wrong.  Which makes me sad.</p> <p>CAs are THE biggest thing in marketing right now, and yet very few marketers are using them correctly. </p> <p>In this post, learn from my bitter experience so you too can revolutionise your marketing plans using Custom Audiences.</p><p><a href="https://econsultancy.com/blog/64845-seven-dos-and-don-ts-of-custom-audience-targeting/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64685 2014-04-11T09:51:00+01:00 2014-04-11T09:51:00+01:00 Why Custom Audience targeting proves that email has won the internet Parry Malm <p><strong>If you are an online marketer, you are probably familiar with advertising via email, Facebook, Twitter, and third party display buys.  </strong></p> <p>And they probably all work OK, at least in relative isolation of each other.</p> <p>Annoyingly, all the above channels operated mutually exclusively. That is, until now. </p> <p>Welcome to 2014, <strong>the age of Custom Audiences:</strong> the biggest revolution in email marketing since… email marketing. </p> <p>If you don’t know what Custom Audience targeting is, or if you want to learn more, or if you want to see a picture of a bunny with a pancake on its head, read on.</p><p><a href="https://econsultancy.com/blog/64685-why-custom-audience-targeting-proves-that-email-has-won-the-internet/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64554 2014-03-19T16:43:00+00:00 2014-03-19T16:43:00+00:00 Why digital marketers should avoid the latest buzzword gold rush Parry Malm <p><strong>Every year or so, there’s a new buzzword that marketers flock to like gold in them there hills.</strong></p> <p>And yet the only people who make money from it are those selling pickaxes and gold pans.  </p> <p>You should read this blog if you’ve grown tired of all the buzzwords rolling around digital marketing these days.  </p> <p>I’ve been in the game for a while, and I am sick and tired of being sick and tired. </p> <p>I’m not here to make friends, I’m here to speak the truth...</p><p><a href="https://econsultancy.com/blog/64554-why-digital-marketers-should-avoid-the-latest-buzzword-gold-rush/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64180 2014-01-22T14:51:00+00:00 2014-01-22T14:51:00+00:00 Seven super exciting predictions for boring old email marketing in 2014 Parry Malm <p><strong>It’s that time of year again, where pundits around the world give their <a href="http://econsultancy.com/blog/64132-digital-marketing-and-ecommerce-trends-for-2014-by-econsultancy-ceo-ashley-friedlein">predictions for 2014</a>.  So let’s look at the most boringly lucrative of online channels: email marketing.</strong></p> <p>In 2014, I predict that “Email is dead” will be the most popular headline in articles, blogs and tweets about email marketing, closely followed by 'email isn’t dead.' </p> <p>For seven more predictions, read on…</p><p><a href="https://econsultancy.com/blog/64180-seven-super-exciting-predictions-for-boring-old-email-marketing-in-2014/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63904 2013-12-02T16:35:00+00:00 2013-12-02T16:35:00+00:00 How you can boost your email re-activation campaign’s response rate Parry Malm <p><strong>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.  </strong></p> <p>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?'</p> <p>And so we send out re-engagement campaigns, get a couple or three percent response, and think we’ve done a great job.</p> <p><a href="http://uk.linkedin.com/pub/phil-manger/37/11b/4a5%20" target="_blank">Phil Manger </a>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%. </p> <p>Want to find out how? Read on. </p><p><a href="https://econsultancy.com/blog/63904-how-you-can-boost-your-email-re-activation-campaign-s-response-rate/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63747 2013-11-06T16:39:00+00:00 2013-11-06T16:39:00+00:00 Why more emails at Christmas almost always means more money Parry Malm <p><strong>On Monday, I answered <a href="http://econsultancy.com/uk/blog/63714-30-christmas-email-marketing-tips-from-the-experts%20" target="_blank">some questions for Econsultancy </a>about optimal email frequency at Christmas, and apparently I ruffled a few feathers. </strong></p> <p>What can I say, I’m a Parry-iah  (see what I did there?). The following blog post will rub some people the wrong way. My good name may get dragged through the mud. But, what can I say, with playful glee here comes an <a href="http://econsultancy.com/uk/blog/63548-there-s-nothing-special-about-big-data" target="_blank">erudite, iconoclastic viewpoint</a>.  </p> <p>My point is this: retailers who send out more (not crappy) emails this Christmas period will drive more revenue from all their channels, both online and offline. </p> <p>This Christmas, give your customers a present. Give them the gift of more emails. </p> <p><a href="https://econsultancy.com/blog/63747-why-more-emails-at-christmas-almost-always-means-more-money/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63365 2013-09-09T16:39:00+01:00 2013-09-09T16:39:00+01:00 Three reasons why Big Data is awesome Parry Malm <p><strong>In my last post, <a href="http://econsultancy.com/uk/blog/63323-three-reasons-why-big-data-is-a-big-load-of-baloney">Three reasons why Big Data is a big load of baloney</a>, I threw a stone down the streets of London and New York and wound up hitting a few Big Data advocates.  </strong></p> <p>And it is abundantly clear that Big Data arouses passion in people (or at least, as much passion as one can humanly feel for data.)</p><p>The thing about Big Data is that it can be interpreted in many ways. In this post, I take a step back and look at how Big Data is affecting digital marketing as a whole, and how maybe, just maybe, it’s not a cliché but a fundamental shift in how we do business.  </p><p>As promised, here’s part two in my series. Is Big Data all it’s cracked up to be? Read on to find out more. </p><p><a href="https://econsultancy.com/blog/63365-three-reasons-why-big-data-is-awesome/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63323 2013-09-02T12:31:00+01:00 2013-09-02T12:31:00+01:00 Three reasons why Big Data is a big load of baloney Parry Malm <p><strong>Over the last couple of years, Big Data has been unavoidable. It’s not just big, it’s massive. If you throw a stone down the streets of London or New York, you’ve got as much a chance of hitting a big data guru as you do a social media guru.</strong> </p> <p>Undoubtedly, there is great power in data, but <a href="http://econsultancy.com/uk/blog/63253-big-data-the-backlash-begins">is Big Data all it’s cracked up to be</a>? </p> <p>50% of my brain thinks Big Data is great, and 50% of me thinks it’s a neologism.  I’ve found it difficult to reconcile all of the varying information out there about it.</p> <p>So join me for the first part of a two-part series looking at Big Data. In part one, I’ll look at <em>Three reasons why Big Data is a big load of baloney</em>. And next week in part two, I’ll look at <em>Three reasons why Big Data is awesome.</em></p><p><a href="https://econsultancy.com/blog/63323-three-reasons-why-big-data-is-a-big-load-of-baloney/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63000 2013-07-02T10:53:00+01:00 2013-07-02T10:53:00+01:00 152 killer keywords for email subject lines (and 137 crappy ones) Parry Malm <p><strong>We had a hunch that word choice in email subject lines have a strong effect on response rates.  So, we tested 287 keywords across a sample of 2.2bn emails to see which work, and which don’t. </strong></p> <p>Why? Because President Obama has done more for email marketing than any world leader in the history of mankind. How? <a href="http://www.mediapost.com/publications/article/189012/a-wow-re-election-story-email-marketing-essential.html#axzz2Eh3krlWd" target="_blank">By focusing on subject line testing,</a> his digital team optimised their donation campaigns to generate hundreds of millions of dollars online.</p> <p>Despite Obama’s best efforts, most marketers still view email marketing as the <a href="http://en.wikipedia.org/wiki/Top_Banana_(Arrested_Development)" target="_blank">Bluth Company’s Banana Stand</a> of Arrested Development fame: a more boring and less sexy marketing channel than pretty much anything else imaginable. </p> <p>But – and never forget this – <a href="https://www.youtube.com/watch?v=UuHILqDIvis" target="_blank">there’s always money in the banana stand</a>! There is great power in optimising subject lines.</p> <p>In case you missed my presentations at <a href="http://www.marketingweeklive.co.uk/page.cfm/Action=Visitor/VisitorID=6553" target="_blank">MarketingWeekLive</a> last week, you can find out more about our findings after the jump.</p><p><a href="https://econsultancy.com/blog/63000-152-killer-keywords-for-email-subject-lines-and-137-crappy-ones/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/11094 2012-11-12T12:45:25+00:00 2012-11-12T12:45:25+00:00 What you can learn from 1.159bn B2B subject lines Parry Malm <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/5710/email-blog-third.png" alt="" width="110">What good is an email marketing campaign if your subject line sucks?  </strong><strong>If you truly want to increase response rates, make sure you’re using the right words.   </strong></p> <p>Money words are in, personalisation can supercharge response, and “whitepapers” and “webinars” are over-used. </p> <p>Focus on the outcomes of your product and people will respond.</p> <p>I looked at 1.159bn B2B emails to find the words that work and those that don't. Check out a sneak preview of the statistics here...  </p><p><a href="https://econsultancy.com/blog/11094-what-you-can-learn-from-1-159bn-b2b-subject-lines/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p>