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Just had a “conversation” with our shiny new marketing manager of the benefits of social vs email marketing. Wish I had a tape recorder (doesn’t that sound dated, hmm iPhone anyone?) to hand as I think it encapsulates the position a lot of marketing managers find themselves in...
Twitter has just drawn my attention to a piece of advice on basket abandonment that I personally feel is misleading. The idea that 24 hours later is industry best practice for sending a basket abandonment emails is something I have never before come across.
Am I right in seeing behavioural email and segmentation as the future for targeting customers online?
I cannot escape the feeling that behavioural is something of a panacea for the current issues facing email marketers, while also taking direct marketing another step towards individual level, one to one marketing.
Choice: online, more is better. Or so discovered the head of digital marketing for a major consumer publishing megabrand (who sadly cannot be identified). This flies in the face of one of the cardinal Rules of Direct Mail: one offer, one call-to-action.
Our publisher has been working on online offers, both on the site, in search and in email, to boost the print subscriber base of a wide variety of magazines. Time after time, the more choices offered to consumers for subscribing, the higher the conversion rate.
Research published by Econsultancy earlier this week has shown that there is a continued trend towards online lead generation at the expense of offline techniques, but methods such as natural search, paid search and email are becoming more competitive.
Whatever you do, don't forget to write. A variety of new ways to reach out to consumers have popped up online, but a new study has found that targeted email marketing is leading to more response from consumers during the recession.
US Email Trends and Benchmarks found that 53% of consumers made an offline purchase because of an email message in North America. In Europe, 37% made offline purchases as a result of email messaging. Meanwhile, 59% of consumers polled in the Asia Pacific region made an offline purchase because of an email.
Those numbers are getting higher in the recession and point to an important fact: marketers should be reaching out to willing, engaged consumers.
Email deliverability is still an issue for companies, with an average of just 79.3% of permission-based commercial emails reaching inboxes in Canada and the US.
This statistic comes from a Return Path Deliverability benchmark report, and suggests that a significant proportion of marketing budgets are being wasted.
To loosely follow on from a previous post, it’s not necessarily advisable to ignore innovation and creativity under the current global economic conditions. However, when faced with this kind of negative environment, thinking up imaginative ways to engage with users through existing channels can sometimes become a bit stale.
Here, I’ve compiled a few different examples of relatively recent online campaigns that caught my attention through their resourcefulness and that follow six identifiable 'I's'.
When discussing spam emails, there's an inconvenient truth that often gets ignored: email spam is still so prevalent because it works.
Yes, those horrible emails ridden with poor grammar and spelling errors, pitching everything from get rich quick schemes to 'performance enhancing drugs', are effective sales tools for the product peddlers behind them.
These are some of the techniques I use for Advanced Segmentation in Google Analytics to spot weaknesses and opportunities to get better results from sites I analyse. Which techniques do you use?
What's the appeal of entertaining mobile answer services? For example, were you one of the almost North American 500 mobile ChaCha text questioners wanting to know the running time for "Angels and Demons"? If so, why? Are we so busy that we would choose a movie based on its running time?
The nifty thing about ChaCha (tagline: ur mobile bff) is it isn't mobile-only. You can visit the website to query the types of questions submitted and read the responses. Following, are some of the more interesting queries about "Angels and Demons":