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Author: Tim Roe
Responsible for Privacy, Compliance and Deliverability for RedEye, Tim is an experienced and qualified Direct Marketing professional and certified data protection practitioner. Tim holds a Masters level qualification in Data Protection law and Information Governance and led RedEye’s project to achieve the international information security standard ISO27001.
Tim is an active industry contributor via the Direct Marketing Association and contributes to the following groups:
-Responsible Marketing Committee
-Chair of the email council GDPR working group
-Member of the DMA GDPR working group
What do you do if you have a large volume of your customer database which has no email address alongside it, or has an email address that is no longer valid?
You obviously want to find up to date email addresses for these customers and the most popular (cheap) way of doing this, is to use an email append service.
This seemingly innocent process has taken a bit of flack recently, first being soundly thrashed by the Messaging Anti Abuse Working Group (MAAWG for short) and then very publically pilloried by Experian Cheetahmail.
So what has caused this to happen? And what should you consider before embarking on an email append project?
7.1m Brits now access the internet via their mobile
phone, and that’s actually quite a lot! And, not only are these users generally more
affluent, but they are also avid consumers of digital marketing.
The advent of
truly mobile internet, and the incredible speed of adoption by the population
as a whole, is causing a re-evaluation of web marketing.
is a bit of a special medium. Most people have got an email address that is
unique to them, which makes it more in common with a mobile phone number than a
email address is individual (most of the time) and it can be linked closely to
the customer lifecycle using response data alongside RFM data.
can be tracked, measured, anticipated and managed. Here are some ideas on how
you can use the stages of the lifecycle to develop strategies that prolong the
relationship with your customer and increase LTV.
The secret's out (in a small way) and Google is happily
sharing a top line look at the processes and algorithms that go together to
make up what the company describes as “One of the largest and most user facing
applications of ML (machine learning) at Google”, namely the Priority
So how can we use this knowledge to ensure better inbox placement in
Gmail? And is this news to us anyway?
RFM (Recency, Frequency, Monetary value) segmentation is one
of the most tried and tested methods of segmentation used in direct marketing.
It is based on the presumption that someone’s future actions are best predicted
by their past ones.
So how can this popular method of segmentation be used in today’s
data rich world, can it help answer the 64 million dollar question in email
marketing: who do I send what to and when do I send it?