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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 past decade has brought with it a massive increase in digital marketing platforms and technologies, giving marketers the ability to focus on multichannel like never before.
This has fundamentally altered the way brands plan and execute marketing strategies and given us new insight into how customers are using those channels.
The 80/20 rule is incredibly useful. As marketers, for example, it can help show us what we should be focusing our efforts on and what we should either automate or ditch altogether.
While convenient, there’s also an uglier side. For instance, when it comes to content marketing, many marketers spend 80% of their time crafting the perfect piece of content, while only 20% of their time distributing it.
There appears to be a knowledge gap in email and search marketing, according to data taken from the Econsultancy Digital Skills Index.
The survey is designed to test and benchmark digital marketing knowledge, with results broken down by seniority and sector.
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?
Black Friday has come and gone, leaving my inbox full to the brim with tempting offers and discounts.
Thanksgiving sales have been big business in the US for many years but they’re now starting to catch on among UK retailers as well.
The Financial Times has launched a daily digest email called First FT.
I've noticed a retro trend for daily and weekly digest emails from publishers, with Quartz' version regularly cited by digital folk as the first thing they read in the morning.
Here's why email is enjoying a bit of a resurgence. I've included some examples of other publishers and their daily digests.
To some extent, the pros and cons of marketing automation are two sides of the same coin, similar to deciding whether to keep a boyfriend or girlfriend and writing 'decisive' in the 'for' column and 'controlling' in the 'against'.
There's definitely a feeling of 'how far can we take this' within marketing. What started out as triggered emails is fast turning into a conversation where machine learning pops up fairly often. Automation won't just be about doing the grunt work of comms, it will also be about spotting trends and creating content.
Whether this day will come and how soon is up for debate. For now, I thought I'd set out clearly the pros and cons of marketing automation.
Let's start with the bad news..
At one stage, I worked with an email marketing company founded, in part, by a clever Croydonite called Tink Taylor.
And one of the biggest things I discovered is that there are dozens of lessons in email that can be applied to smart, modern PR campaigns.
Think about deliverability, for example. Between Gmail’s multiple inboxes and overzealous spam filters, how suicidal does an agency have to be to risk its domain not reaching inboxes by spamming out messages indiscriminately?
And how many activate authentication systems like DKIM, just to be safe?
How many three to four year olds own a tablet?
Read on to find out, along with other stats on party political conference buzz, digital ad spend, B2B procurement habits and much more.
For more online marketing statistical insight, download the Econsultancy Internet Statistics Compendium.
One of the hardest decisions you’ll face as an email marketer is when to remove inactive or unengaged recipients from your communications.
As email has matured as a channel, so has the way people interact with it.
Although unsubscribe rates are usually low (for example, less than 0.1% per campaign), there can be upwards of 50% of a list who are ‘emotionally unsubscribed’.
These are recipients that are actually subscribed, but rarely open or click, which may suggest that email is not an effective communications channel for them.