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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have a large volume of your customer database which has no email address alongside it, or has an email address that is no longer valid?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?
Further proof of the importance of mobile for email marketers is provided by new stats showing that more than a quarter of emails are opened on phones and tablets.
Knotice conducted a study of 974m emails sent in the second half of 2011, and found that mobile open rates had grown from 20.24% in the first half of the year to 27.39% in the second.
The research also provides a useful breakdown of open rates between tablets and mobiles.
Digital display is remarkably complex. Standard campaigns can involve multiple vendors of different technologies and types of media.
Today, Econsultancy launches Best Practices in Digital Display Advertising, a comprehensive look at how to efficiently manage online advertising. We asked the author, Chris O'Hara, about the report and work that went into it.
The discipline of search engine optimization has marketing leaders around the world asking: “What do people search for when they are looking for my products or services?”
This is where solution-based SEO comes into play, and nearly any business can beef up its search rankings simply by thinking outside the box.
All too often, business owners insist on overloading their keyword strategy with industry jargon keywords. They assume that everyone is searching for their business in the exact same way that they are searching.
But, the fact of the matter is that everyone searches differently. Some people will search by industry jargon, some with long phrases, others with single words.
Some people ask a question, while others are searching for a solution to a problem and are not really sure what exactly it is that they are looking for.
The third and final part of our series on Pinterest brings us to the making-money part of the story.
After all, that's what separates a “cool feature” from a business. And by Pinterest's own admission, they're still figuring out their business model. And a sceptical as I am by nature, my response is "so what?"
Twitter looks like a viable social media titan, but does anyone think they've cracked the code on their revenue model? And with just over 20 staff, and 10 million users - with brands now running campaigns on Pinterest, there's a difference between "not having" a model, and waiting to select the right business model.
A few weeks ago O2 CEO Ronan Dunne invited a group of press and bloggers to join him at #o2tweetup.
During the session, he asked for input on running his Twitter account, as well as sharing his own thoughts on the role of a senior executive online.
We caught up with him to drill down into a few of these points, and talk about the process of running a CEO's Twitter account.
It's official. Everyone’s gone Pinterest mad.
Analysts are debating its long-term value, retailers are seeing increased referrals (suggested to be at higher levels than Facebook) – and even the Metro is getting involved, with a full page spread in yesterday's paper.
But at a practical level, what’s the best way to get involved? Should you? Is there any best practice yet?
The site is (relatively) young, so people are still learning, but we’ve compiled some of the best ways to use Pinterest as a brand - with examples of those already doing so in each case.
Late last week it was revealed that none other than high street fashion label H&M had become the most followed brand Google+.
The top ten was compiled by Simply Measured, based on the number of “circlers” for each brand in early February, with usual suspects Pesi, Starbucks and Burberry also making an appearance.
Though H&M's Facebook page has 9.7m Facebook fans — about 19 times the number on Google+ - it’s undoubtedly becoming a viable marketing channel.
Just what is H&M doing? And is the right way to go?
An important question on the mind of the modern email marketer is: 'how often can I send marketing emails to my list?'
It’s not surprising really; online sales hit record highs this Christmas and New Year, email is now a core revenue-driving channel and is proving to be very important.
So how do you manage that fine balance between short term revenue and longer term list value, to make the most of the sales potential now and protect the value of your list for the future?
In this post I will set out the key elements to consider when deciding who to send to and how often.
A good design can make a world of difference for an e-commerce site; the right design will sell more goods and also improve the company's image.
There are lots of e-commerce guidelines, but many are too high-level ('know your customer') or too low-level ('always use a big checkout button') to be useful.
On Tuesday more than 500 B2B and B2C marketers attended FUNNEL, our first event to consider where marketing meets sales - and leads become revenue.
With a definite sense of new confidence in the air, the packed speaker programme looked at key challenges and opportunities facing ‘considered purchase’ marketers today – how to best attract, engage, nurture and convert leads.
I’ve collated some of the key takeaways and soundbites below...
In a world increasingly driven by content that's hiding in an email or behind a Tweet, subject lines are more important than ever.
In advance of a talk later this week at the Internet Marketing Conference in New York, here are some of the approaches and best practices in crafting better subject lines.