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Though cart abandonment emails continue to be a hot topic, more focus needs to be placed on how marketers can build more impactful emails to prompt the right consumer actions.
Simply activating an automated email with some lines of copy and a link back to a site is not an enough to lure consumers away from their busy lives and complete an action a retailer wants him/her to take.
A new year means a brand new start, but it’s also a good chance to take stock of everything we've learned during the previous 12 months.
With this in mind, here’s a look back at some of Econsultancy’s research, with 10 of the most important stats from our 2016 reports.
Marketing automation has come a long way.
Considered an emerging technology as recently as a few years ago, estimates are that more than half (59%) of Fortune 500 companies now use marketing automation along with nearly all (95%) of SAAS-based companies.
For years, marketers have been talking about building a bridge between their existing customers, and the potential or yet-to-be-known customer.
Until recently, the two have rarely been connected. Agencies have separate marketing technology, data and analytics groups. Marketers themselves are often separated organizationally between “CRM” and “media” teams - sometimes even by a separate P&L.
Shoppers are interacting with more touchpoints across more marketing channels and devices than ever before.
But which of these is having the biggest impact on consumer choice, and how are Britain’s favourite brands making the most of it?
The age of artificial intelligence (AI) is upon us. In the past few years, vast improvements have been made in how well computers can recognise objects in images and understand human voices.
Progress in these areas has been made due to increased computing power and the availability of large stores of data, which, when combined, have made AI systems dramatically more effective.
While many marketing functions are now being assisted by algorithms, one area seems to be immune to automation - customer engagement centres.
Marketers face the challenge of a constantly changing media landscape.
According to a recent study by McKinsey & Company the number of digital touchpoints is increasing by 20% annually and consumer activity is shifting rapidly to these new digital channels.
Despite the numerous predictions about its demise, it is now clear that email is not going anywhere.
Most people's lives are so entangled with their emails that living without them would be unthinkable.
We’re hurtling head first into December now, which means Christmas emails are in full swing.
So, how are fashion brands executing this year?
Your email inbox was no doubt flooded with Black Friday offers last weekend.
But did any of them actually make you want to buy something?