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Conversion rate is one of the most important metrics in email marketing. It speaks to marketers’ ability to turn engagement into revenue.
However with 42% of marketers who use slow email technology reporting lower than average conversion rates, it seems that revenue is being lost through outdated, sluggish systems.
The Email Marketing Speed Imperative study, published by Econsultancy in partnership with dotMailer, looks at how much impact the ease and speed of use of email marketing technology has on the channel's success.
The research also explores what is the dollar value of a faster-to-use email system in return on investment terms? How is email list growth affected by the responsiveness of email technology? How do most email marketers divide their time between nine key activities, and how should they be allocating it for maximum success?
As we draw closer to the end of 2013, not a day goes by without someone committing a feverish 'future of content marketing' post into the marketing blogosphere.
According to these digital soothsayers, next year we are destined (doomed?) to see more native advertising, more video content, more renewed commitment to ‘story first’ strategies, and so forth.
These are all strategies and techniques you could have read about in 2012, 2011 and 2010. The truth is content marketing has been around for over a hundred years, but there are many who would be happy for it to remain in its predictable, boring and samey infancy.
To be quite blunt, content marketing in 2014 needs to grow up.
Here’s how I’d like see content marketing mature over the next year...
Content marketing is now a £1bn industry, so say the CMA.
But what exactly is it that marks a good content agency out from the growing crowds? Is it any more than being able to create something cool that cuts through the clutter?
The other day I was talking with some of my industry peers about how ‘content marketing’ has become a magnet for all kinds of different marketing outfits: PR, video production, digital, SEO and social media.
And yet, it’s the agencies with print publishing backgrounds that have found themselves at the forefront of content marketing.
Thanks to a series of recent updates concentrating on content and usability, LinkedIn is becoming a more important part of the social marketing mix for many companies.
In order to more efficiently prove the value of company pages, the business network has recently rolled out a new series of company page analytics that allow you to more accurately gauge the impact of your content.
Let’s take ‘em for a spin...
There's been a lot of ink spilled on the subject of social media ROI. Is it possible? How to go about it? What to measure?
At a #socialcloud event last night I outlined what I believe are the five pitfalls that everyone should try and avoid when approaching social media ROI.
In part one, I looked at the concept of inbound marketing and the philosophy behind it, which is to attract and retain interested prospects with great quality content.
Here, I’ll explain how to put that into practice, using five key steps.
In this two-part article, I'll explain what it really means and why its lead generation potential is causing a stir.
A/B/n and multivariate testing is one of the most important CRO (conversion rate optimisation) activities for continually improving your website, and yet for some it can be difficult to get started with.
In this post I’ll share three frequently asked questions we hear time and time again from our clients when just starting out with A/B and multivariate testing.
Two-thirds of marketers (66%) state that email delivers an ‘excellent’ or ‘good’ ROI, with 8% of businesses achieving more than half of their sales through this channel.
The findings come from the new Econsultancy/Adestra Email Marketing Industry Census 2013, which shows that despite the ever-increasing toolkits and techniques available to marketers, email still holds its place as a channel that offers a strong ROI.
The 2013 version of this report covers new and changing trends within this key marketing channel, and its integration with other areas of marketing and key business functions.
But in spite of the strong potential for delivering a great return in investment, companies are spending too little time on optimisation of campaigns compared to design and content.
Coca-Cola, one of the most iconic consumer brands in the world, is not surprisingly one of the most popular and active brands on social media. In fact, with more than 62m 'likes' on Facebook, it's the most popular brand on the world's largest social network.
But in looking at the online chatter that takes place on social networks, Coca-Cola has come to a startling conclusion: there's essentially no impact on sales.
With billions of mobile devices in use by consumers around the world, and with those devices getting more and more capable every year, it's no surprise that many industry observers believe the future of mobile marketing is bright.
How bright? Some have gone on to suggest that mobile ad spend will eventually overtake that of television. A bold prediction given that brands spend well over $100bn globally on television ads ever year -- magnitudes of order more than they spend on mobile ads.
Social media, as a channel, is hard to hate, and despite the fact that companies are still grappling with ROI, brands continue to pour larger and larger sums into social media initiatives and industry observers continue to show the same interest in highlighting and analyzing them as they did when social media first started to go mainstream.
But don't let any of this fool you. Investment and attention don't mean that social media initiatives are effective, or serve a useful purpose. In fact, many of them are arguably downright pointless.