Posts tagged with Automation

Review

Email marketing: why you need to review and improve

Email marketing is the communication glue within your digital marketing and all of this communication is trackable. 

Tracking gives you the ability to understand the journey between the message and the call to action, which means that you can give this journey a value. 

With this in mind, reviewing success or failure is critical so that you can affect the change in your campaigns and the actual value those campaigns are bringing.

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Is your marketing truly disruptive?

Today’s businesses are so relentlessly driven towards bottom-line metrics that they end up being a lot less profitable than they could be. 

In this post, I'll explain why creating real sustainable profit may mean throwing out shareholder value metrics. 

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Vera Wang to Tom Ford: how US luxury brands fare with email welcomes

There are many considerations when harvesting the email address of your customer. How much information do you ask for? How hard do you push the sign-up? What do you include in a welcome email?

For luxury brands, the purchase decision is surely all about education and information. Giving those moneyed customers knowledge of new lines and must-haves will keep them returning, in fear they're missing out.

Most luxury brands sell 'lifetime' pieces, and so to hook the customer ahead of your competitors, every word of your comms should entice and exude the charm of a private members club.

Here's how some of the most searched for US luxury brands do email welcomes.

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20 automated emails your customers won't delete

Ok, I can’t guarantee that all emails are opened, but triggered emails have been shown to dramatically increase open and click rate.

The creative has to be tested, and each business will have its own unique customer sensibilities. However, this list, provided by Responsys at its Interact 2013, is a great starting point from which to think about your own automated programmes.

I’ve added examples from around the Econsultancy blog.

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How RS Components uses automated email FTW

RS Components distributes sometimes cool and sometimes boring electronic and industrial components.

Last week I attended Responsys Interact 2013 and listened to Harriet Mitchell, Ecommerce Behavioural Marketing Manager at RS Components.

Later that day, RS Components won the Email category at The Digitals, and so I thought I’d share the how, what and why. 

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How far should programmatic marketing go?

There is a rise in 'machine marketing' underway. This is most evident in digital marketing, where algorithms and automation can help create efficiencies across campaigns.

But how far should marketers rely on programmatic marketing as part of the mix?

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Display success cannot be built on technology alone

The display space has been the subject of numerous exciting innovations over the course of 2012, resulting in some fantastic growth in the industry.

Europe’s online display ad spend for 2012 will reach £3.8bn, and grow at a rate of 13% to be £6.2bn by 2016 – all extremely healthy signs that the sector is on the up. 

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It´s time to get personal. Display, you’re next

So, display advertising. It’s a channel that many people deemed to be dead some years ago due to huge declines in CTR and conversion rates, but today online display advertising is hotter than ever.

The changing technology landscape has completely re-energised the whole display advertising space.

Not only are display-ad revenues growing faster than ever before, but how we use this channel in the overall marketing mix is being redefined, thanks to a lot of brave venture firms and Google. 

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How B2B digital marketers are using lead nurturing and automation

In our recently published B2B Digital Marketing Trends Briefing, we covered the highlights from 10 roundtables exclusively for B2B digital marketers.

Two related tables were on lead scoring and nurturing (moderated by Bob Apollo) and marketing automation (moderated by Jay Kerr).

The insights from both tables revealed that many B2B marketers did not know where to start with these disciplines, despite recognising their potential benefits.

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In the digital data dance, consumers lead

Digital blocksWe’re living in the era of the digital data deluge. Think about how often you check your bank balance online versus going to a teller, how many emails you receive a day, the number of hours you spend on your smartphone not making phone calls.

Consumers leave contrails of data as a result of their digital interactions, and this behavioral data creates opportunities to drive customer acquisition, reduce operating expenses, and make faster, better decisions.

But there are also some fundamental problems.

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Data overload: five key themes

The proliferation of data is to marketers what the faster-than-light neutrino is to physicists. Scary and exciting in equal measure, shaking perceptions of what is possible and opening up new worlds of opportunity ... and pain.

While sadly we don't touch on time-travel, data is very much a topic which permeates our latest Quarterly Digital Intelligence Briefing, published this week in association with Adobe.

Below, I've outlined five key data-related themes covered in the report. 

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Implementing marketing automation: five key success factors

FunnelWith the release of our first Marketing Automation Buyer's Guide this week, we aim to shed some light on the trends and issues affecting this fast-developing sector, as well as provide information about best practice and tips for successful marketing automation implementations.

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