Posts tagged with Silverpop

Behavioural marketing and how to get your customers to love you

How can marketers get consumers to love their brand? It’s a long and difficult process that requires a complex system of tools and tactics.

Yet at Econsultancy’s Funnel event this morning Silverpop’s John Watton managed to summarise the process in just 20 minutes, succinctly laying out the basic premise of behavioural marketing and how it can benefit businesses.

Watton began by describing the relationship he has with a wine merchant in the Chiswick area of West London, which is a neat metaphor for the principles behind behavioural marketing.

Though there are a huge number of shops that Watton could go to for his weekly wine fix, he chooses to return to the same shop due to the relationship he has with 'Bob' the shopkeeper.

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Festival of Marketing

Multichannel challenges for modern marketers and how they can be overcome

Designing and implementing an effective multichannel strategy is a massive challenge for businesses, but one which also has the potential to deliver huge rewards.

It requires companies to be able to break down siloed ways of working and join up disparate data sets to deliver coherent, personalised customer experiences across numerous channels.

This is one of the central themes in our new Modern Marketing Manifesto, which forms the basis of the upcoming Festival of Marketing. The Festival begins on October 8 and includes a number of exciting events that will help marketers get to grips with new trends and disciplines.

So to find out more about how businesses should approach multichannel marketing, I spoke to Silverpop senior marketing director John Watton...

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Email marketing stats: consumers open just 20% of messages

Email marketing is an important customer acquisition and retention tool, but as consumers get bombarded with more and more email messages, how do you know whether your campaign should be judged a success?

While the aims and objectives differ for each campaign, it is useful to be able to benchmark results against the industry average.

Email marketing firm Silverpop has published a study that examines email messages sent during 2011 and the first quarter of 2012 by 1,124 brands in its client base.

A broad set of message types was included in the study. From promotional emails and content-based newsletters to notifications and transactional messages sent by companies in a variety of industries.

The full report covers a number of criteria, but here we look at open rates, CTR and unsubscribe rates.

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SXSW video: Review of the Interactive Trade Show 2012

While at the SXSW 2012 Interactive Trade Show, we had a chance to tour the floor and meet with some of the companies on display.

They offered a wide range of marketing solutions and gave us a few seconds of their time to give us their elevator pitch explaining just what they do.

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