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Posts tagged with Email Strategy

How fashion ecommerce brands use email marketing

Continuing my quest to investigate how various industries use email marketing, here’s a look at how some of our favourite fashion retailers use this most effective yet often neglected marketing channel.

Much like my round-up on the travel industry a couple of weeks ago, I’ll be looking at the frequency of emails, the use of subject lines, the email content itself, special offers, editorial voice, personalisation, relevance… All of the many tools that a company can utilise to coerce the recipient to open up an email or even engage with it.

As well as the above criteria, I also filled up a shopping basket and abandoned it without purchase to see if I would receive any reminder emails. I also entered my birthday as a date in between sign-up and writing this article to see if I was offered any discounts or at some birthday wishes. It’s not fraud, it’s science!

These are the 16 sites I chose to register my details with: Urban Outfitters, ASOS, Threadless, H&M, Topshop, Topman, American Apparel, UNIQLO, Gap, River Island, Next, Pull and Bear, Anthropologie, Forever 21, Miss Selfridge and The Kooples.

Now let’s take a look at the ravaged state of my inbox. Thank you Gmail promotions tab…

9 comments

Where are your emails opened and why does it matter?

With the explosion of mobile devices in recent years, your email campaign could be opened at any time and in a much wider variety of locations and situations than a few years ago, when practically all emails were checked on a desktop computer.

So what are some of the most popular locations that your emails could be opened? And are your subscribers likely to convert from your email when they are in that location?

5 comments

Three ways to become a strategic email marketer in 2011

Most businesses now acknowledge the importance of emaill to their business model.

However, despite the growing acknowledgement that email is an important revenue building tool, it has not led to uniform treatment when allocating budgets or devising email strategies.

7 comments