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Posts tagged with Matthew Kelleher

Five key areas to address in your mobile customer journey

Do you have a mobile optimised site? If the answer is no, then how long can you continue to ignore the lost opportunity as customer preferences shift? And are you interested in maximising the volume of customers who visit this site?

Optimising the Mobile Journey is no longer optional...


Email marketing: five strategies to drive relevance

What is the key to relevance in email? Simple… it is knowing what the customer is interested in.

Whilst not wishing to be too prosaic, email marketing is the pursuit of relevance. Relevant emails get read and make money; irrelevant emails go into junk or worse still get unsubscribed (leading to a subsequent loss of lifetime value).

The art of good email is knowing what someone is interested in, and that applying this to all future email communications.


Measuring email: past, present and future

How marketers measure email is changing and will continue to change.

Where we used to look at open and click rates, today we are putting in place plans to measure email lifetime value. So what is going on?

I was reviewing results from a split creative test on a basket abandonment email recently (names removed to protect the successful) and it struck me how the methodology for measuring email results can, quite erroneously, determine how we use email marketing and develop marketing strategies.

So I thought I would combine the results here with my recommendations on how to measure email marketing.

1 comment
Email Marketing drives greater income

Email is much more than a cheap marketing channel

It is frankly maddening when I hear marketers talk about how ‘valuable’ email is because it is ‘cheap’.

It says to me this marketer is likely to be banging out high frequency emails to produce orders without due consideration to the real value of email marketing in CRM terms.


Top 10 tips for improving basket abandonment emails

RedEye’s latest Behavioural Email Benchmark Report shows that the number of online retailers employing a basket abandonment strategy has doubled from 7% to 14%. 

So, I’ve asked the key guys at RedEye for their ideas about how to improve a basket abandonment email campaign. I got the fun of ranking them.

And in the style of Tony Blackburn, I’m counting down starting at number 10!

Abandoned Basket

Basket abandonment myths debunked: No.2

I've seen a lot of advice recently suggesting that 'recency is the key', and all basket abandonment emails should be sent immediately.

I find it quite depressing. Individuals giving this advice assume that all customers are the same. Segmentation, customer analysis, research and even good old fashioned ‘thought’ is ignored for the sake of a headline.

In translation, these vendors are screaming ‘Spam the lot of them immediately!!’


Basket abandonment: what is industry best practice?

Twitter has just drawn my attention to a piece of advice on basket abandonment that I personally feel is misleading. The idea that 24 hours later is industry best practice for sending a basket abandonment emails is something I have never before come across.