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More and more the concept of basket abandonment is mentioned as a method for increasing conversion - be it baskets in retail, quotes in insurance, bookings in travel or registrations in gambling.
Indeed, I am beginning to feel like it has been around forever. The real question for me is how to go from talking about it to actually producing the goods and enjoying the results.
Two-thirds of companies in the UK are failing to send emails to customers who have abandoned their shopping baskets.
This seems like a missed opportunity, and is one of the findings of the E-consultancy / Adestra Email Marketing Industry Census 2008, a survey of agency and company email marketers in the UK.
A new survey finds that retailers in the UK still have a lot to learn about email marketing, with 46% failing to comply with legal guidelines and many others not following best practice.
TopShop, STA Travel, ASDA and M&S came off best in dotMailer's benchmark study (pdf), scoring over 80%, while Office, Expedia and H&M scored less than 60%.
Right person, right place, right time.... right environment: some thoughts on the challenges and opportunities of multichannel customer communications.
For me, spam is unwelcome email - if I don't want it, it's spam.
Back in the day we used to talk about 'above-the-line' and 'below-the-line' as a proxy for advertising versus direct marketing (and never the twain shall meet).
Digital has changed all that - we need to redraw the line.
Free delivery offers are the main driver behind online shoppers' purchase decisions - more so than even their site experience, a new study by ForeSee Results has indicated.
The company surveyed more than 10,500 visitors to 30 top retail websites in the UK to find out what drives site traffic, sales and satisfaction.
Over a third (34%) cited free delivery as the most important factor in their last purchase decision. A positive site experience was the only other thing mentioned by a significant amount of respondents (15%).
The subject line has evolved. It is now a filter and not a marketing device.
Those using it to tease extra opens run the risk of sender reputation damage for little incremental revenue.
In the latest DMA National Benchmarking report (Q207), all contributing ESPs were asked what value their clients could allocate to an email address.
The average result came to £9.11 - but how did the DMA come to this figure and is it right to use it to inform your marketing activities?
Email is still one of the most effective marketing channels for a small business today – it is cheaper, more measurable and can be targeted more effectively than traditional direct mail.
More than half of the respondents to our 2007 Industry Census that tracked their ROI, said that income from email marketing was three times or more than the amount spent , while almost a third said it was five times or more.
It occurred to me recently that we do not give spammers (and in their turn ISPs) enough credit for helping to make email a long-term, credible media.
Software as a Service (SaaS) tools help email marketers look smart by keeping it simple - so long as the techies who designed them understand how their customers do things.