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It sounds obvious but so many of us forget to focus on the objective whatever we are working on, an email campaign, a newsletter series or a solus email.
If you state your intent from the off, your path and destination (usually to conversion) are set.
It often helps me to think of my objective as being two sides of the same coin. My aim is to sell to interested customers and those same customers are also looking to make a purchase of the product I am selling.
Behavioural marketing technology allows brands to provide targeted, relevant communications based on a user’s web activity.
It can also be further improved by tying in other demographic and contextual information.
For many businesses this end goal is still a long way off, but some marketing channels are being optimised using behavioural targeting.
It doesn’t take much to deescalate a situation, just a simple, honest admission of guilt and a heartfelt apology.
There is an art to it though and occasionally it will take more than “I’m sorry” to set something right, but in the recent few weeks I’ve received various communications with companies, many of which unsolicited, that have restored my faith in the world of online customer service.
Let’s take a look at a few examples and discuss how these emails and tweets have mastered the art of apologising.
Email marketing is one of those disciplines that people often claim is on the way out.
However its enduring power for driving traffic and sales means it’s highly unlikely that email marketing will die anytime soon.
The proportion of companies that are unaware of the benefits of marketing automation continues to drop as technology adoption increases.
Meanwhile the number of companies stating that they are ‘very’ or ‘quite’ clear on the benefits of marketing automation has increased by 6% to 88%.
Crafting an effective email subject line is both a skill and an art form.
Most companies are sending out marketing messages several times per week so it needs subtlety and creativity to ensure they don’t become repetitive or annoying.
Marie Curie provides care and support for more than 40,000 terminally ill people and their families in the UK each year, therefore it’s vital that the charity is able to provide services across every possible channel both offline and online.
To achieve this Marie Curie is undertaking a massive digital transformation programme, so it can extend its proposition to offer more services and support.
Last July I wrote an article called how fashion retailers use email marketing, in which I investigated 16 brands including ASOS, Topshop, H&M and Gap to check the frequency, content, subject lines and ultimately effectiveness of their various email campaigns.
Now six months later I’ve decided to follow up the article by cautiously peering into the inbox of the email address I created specifically for the investigation to see what its current state is.
It’s an end-of-year list you didn’t know you wanted.
Which brand filled your inbox with corporate clutter? Whose business saw their daily marketing emails lead to the most unsubscribes? Which company’s irrelevant broadcasting made you hit the spam button?
Today sees the release of Econsultancy’s Quarterly Digital Intelligence Briefing on Personalisation, created in association with Adobe.
The report is dedicated to personalisation, a topic that has become a high priority for companies wishing to improve customer experience and financial performance simultaneously.
It’s based on an online survey of over 700 client-side and agency respondents, carried out in October 2014.
Anyone who has ever watched Spider-Man will know that with great power comes great responsibility.
Digital technology has given marketers access to an unfathomable amount of customer data, however it should be used in a responsible manner for risk of destroying consumer trust.
This is particularly important in our world of freemium products that rely on a value exchange of digital services in return for access to personal data.
A new Econsultancy/Acxiom report investigates consumer attitudes towards sharing their data with companies, revealing that opinion is split on whether brands can be trusted.
Only 6% of respondents in the Delivering Value in the Data Exchange Survey indicated that they had ‘a great deal of trust’ in companies to whom they provided data.
When compared to its sporting goods rivals Adidas has a rather lacklustre ecommerce site.
There’s a lack of personalisation, there are no multichannel return options, delivery options are non-existent and the free delivery minimum spend is exceptionally high. All this plus a rather clunkily designed site mean that Adidas needs to up its game when it comes to ecommerce.
That being said, since exploring the site one week ago, I’ve found that Adidas is doing excellent work in the field of email marketing, in particular basket abandonment emails. Let’s take a little journey into my inbox…