Posts tagged with Site Optimisation

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.
 

Measurement

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.

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!!’

Half of SME websites are not search engine optimised: study

Many small businesses in the UK are failing to make the most of their online presence, with 47% of SME websites studied having either very basic or no SEO work at all. 

This is one of the findings of the State of UK Business Websites 2010 study, carried out by Analytics SEO and commissioned by Thomson Local

The study looked at 1,001 SME websites and compared them against a range of SEO criteria; including indexing in search engines, and signs of onsite optimisation. 

Top 20 SEO requirements for scoping your eCommerce platform

site optimisationHaving spent the last 6 years Client side as Head of eCommerce and agency side managing digital marketing teams, one constant has been confusion in new platform builds over what a “search engine friendly” website actually is. 

eCommerce solution providers advertise optimised platforms and Clients demand search engine friendly sites; do both mean the same thing? Rarely. Client side eCommerce managers can confuse technical and content optimisation, leading to miss-matches between expectation and delivery. A technically optimised web platform does not necessarily mean that keyword planning and meta content optimisation have been carried out.

This blog provides a tick list of the core elements that you should specify in any RFP or ITT when scoping a new eCommerce platform. They act as a starting point for SEO dialogue, enabling you to push vendors on specific areas of optimisation expertise. Please note the list is not in any order of priority.