We’ve all done it. In fact even as I write this, I’m fully aware there’s a shopping basket full of blu-rays on an ecommerce site, from the end of 2013, sitting and waiting for me to click ‘confirm purchase'. They’re definitely still there, I just checked.
As I discussed in my recent article what is retargeting and why do we need it? this very same curtailed ecommerce visit has led to a whole host of retargeted adverts on various related and not so related sites I’ve visited since.
But what of the abandoned basket itself? I’ve heard nothing from the company directly related to it. Right now, I’m the easiest mark there is when it comes to a targeted email.
I obviously wanted these products at more than one stage, I was even so far down the sales funnel that I registered my details, including my email address with them.
Chances are a well-timed email, reminding me this basket is ready and waiting, would have compelled me to make the final purchase, but so far I haven’t heard a thing.
Do basket abandonment emails work? Is there a best practice that ecommerce sites should follow? What is the likelihood that an ‘abandoner’ will come back to purchase after receiving the email? I'll try to answer these questions right here.
How much email is too much email? That is the question.
Marketers need to strike a fine balance between staying top of mind and relevant to their customers without overwhelming them or coming across as spammy.
The frequency in which companies send email messages varies depending on the industry, business model and time of year, and should also be influenced by targeting and segmentation.
Ultimately each company will have their own formula for email marketing, but there are still some useful case studies available that can act as a starting point for testing new campaigns.
One that recently arrived in my inbox came courtesy of insurance company Aviva, which achieved a 48% increase in the number of car and home insurance quotes requested by prospective customers after adopting a ‘send more email’ approach.
It's a good time to be a senior marketer, with the average salary of a marketing director rising by 14.4% over the last 12 months.
According to Marketing Week's Salary and Career Survey 2014, senior marketing director's pay packets increased from £75,345 to £86,165 on average.
The survey of 3,000 marketers found that the news was less cheerful for mid-tier marketers though, with an average increase of 3.6%.
Let's take a closer look at the stats...
Each year I try to give my personal thoughts on what will be interesting and important in the world of digital marketing and ecommerce for the year ahead.
These are somewhere between trends and predictions. They are based largely on the many conversations I have with industry influencers and practitioners.
Following are just a selection of 10 trends that I've chosen to highlight. However, there is free report to download and share which is over 40 pages long and covers all of my trends and predictions for 2014 across the 10 core digital topics that Econsultancy cover.
Automated campaigns can be 200% more effective at converting sales.
Here’s how to achieve similar returns on your own automated marketing efforts.
Let me tell you, it's more than just the excellent doge.
Last year I started writing for the Econsultancy blog and it’s allowed me to go to a lot of cool conferences and learn about some new things, from Google Glass to big automated email and CRM systems.
Here are some of the things that stuck in my mind from last year and perhaps a few things you might not know about digital and the interweb.
For regular followers of our interweb anti-format post (crazy stuff from across the web), don’t worry, it will return next week.
Here are some of the most interesting digital marketing statistics we saw last week.
Statistics include real-time bidding, email marketing, paid search, responsive design, integrated marketing and augmented reality.
For more digital marketing stats, check out our Internet Statistics Compendium.
Imagine it’s 2030, that’s 16 years from now, not half past eight in the evening, clever guy.
You sit down to write a letter with your futuristic ray gun pen. But wait, haven’t the postal service just announced hover ships are no longer delivering sealed missives?
Have postal bods stop delivering the letter (the last mile at least)? How have letter volumes changed alongside email and social messaging? How has click and collect affected courier services? Could Amazon be ruling parcel mail?
There are indeed lots of questions.
Well, it’s the New Year and I think it’s time for a literature study, this time looking at the humble letter. After all, I have previously delighted and enthralled my colleagues, collecting tens of page impressions by writing about the fax machine. So why not pen and paper?
I’ve been tracing the history of letter writing in numbers alongside the rise of email and social. Are we close to the end of the letter and triumph of online?
Caveats first: other email providers are available. There I think that covers everything.
As of August 2013 there were 425m Gmail users, but this won’t be the place where we discuss the dominance of Gmail over the providers that it quickly overtook, such as Hotmail or Yahoo.
Nor will we discuss the above figure, which although reported in The Guardian and other publications, is actually contradicted by comScore, who suggests Google still trails behind its two rivals.
This is the place where we’ll discuss little tips, tricks and hacks, as developed in the Gmail lab, that will hopefully make your life just a tiny bit easier and more interesting. At least when it comes to emailing.
I touched on Gmail hacks in my 16+ best things to happen to the internet in 2013 post last month where I suggested you go and spend a little time exploring the backrooms of Gmail to see what you can find.
Well now you don’t have to, as I’ve already sifted through the experiments, separating the prime specimens from the formaldehyde filled jars of yellowing mutants, to bring you the best Gmail hacks currently available.
This is an exercise in trying to figure out whether or not retargeting can be done effectively and responsibly.
Much like similar posts where I looked at native advertising and content marketing, this is also a 'beginner's guide' in which I uncover what is meant by the term retargeting, how it works and what I generally consider to be 'best practice'.
First of all, let me tell you of my own experience of retargeting and the almost detrimental effect it had on my marriage proposal.