Posts in Email & eCRM

Econsultancy announces Red Friday: sell our stuff and win £10,000!

REd-Friday-win-10000Over the past ten years, Econsultancy has witnessed a lot of changes both on and offline.

From humble beginnings we’ve grown to become a community of almost 100,000 marketers, and seen digital marketing evolve beyond recognition, the rise of Google, Facebook and Twitter, along with the birth and development of entirely new industries like SEO, social media and m-commerce have changed the face of marketing over the past decade.

There’s no denying a lot’s changed, but there are a few things that remain the same year after year.

Take for example, the relentless commercialisation of the holiday season!

Every year we see tinsel in stores in July, Turkeys for sale in August and New Year sales that begin before the last one has ended, and frankly, we’re all for it! Who doesn’t need a bit of extra cash at this time of year? We certainly do!

Black Friday and Cyber Monday both saw record figures this year, so we’ve decided to leap on the bandwagon and introduce another red-letter date for your diary. We want you to join us over the next week as we celebrate ten years of the Big Red Dot - so we're offering our members the chance to win £10,000 on Red Friday!

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A new kind of email metric

I’m often saying marketers are bombarded by too many statistics and metrics in the digital age and have a challenge to make sense of them all.  But there is a new tracking measurement on the email marketing block which I think we should all be sitting up and taking notice of.

Standard email metrics are all about delivery, opens and clicks; but the next generation of email metrics take opens a step further - measuring how long someone is reading the email to help quantify engagement. 

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Hey, Qantas: business basics come before social media

In April 2009 I flew to Australia with Qantas, a brand I’d always heard good things about. I’ll spare you the details but the long flight sucked. 

So I decided to write to customer services to issue a light complaint, in the hope for a bit of love on the return leg. 

I contacted Qantas via a form on its website, while logged in to my frequent flyer account. An auto-response email was promptly fired back at me. Some 18 months later I’m still waiting for a proper reply!

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A viral campaign is for life, not just for Christmas

Beatbullying’s The Big March campaigning for children’s rights took place this week and was a huge success with 850,000 pledging their support and asking Government for help to protect all children and young people from bullying, violence and harassment.

It was the World’s first virtual online protest attracting support from children, young people, parents, teachers and celebrities, as well as global brands, including Facebook, Google, MTV and AOL, to name just a few.

The campaign highlights the power of viral campaigning – a modern phenomenon which has the potential to make your message go global - reaching millions of people, delivering increased brand exposure, new data, more clients and a partridge in a pear tree!

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Q&A: Martin Keane, SVP of ecommerce at Bluefly

Martin Keane, SVP, ecommerce, BlueflyBluefly has been in the business of selling limited edition and high-end apparel online for well over a decade. Now, facing competition from newer, more “social” brands like LivingSocial and Gilt Groupe, the company is integrating elements of social commerce into its shopping experience.  

A big component of Bluefly's strategy has been an integration of tools from social commerce provider Bazaarvoice. We chatted with Martin Keane, Bluefly's SVP of ecommerce, to get a read on the company's experience with Bazaarvoice, as well as some insight into the shopping experience on Facebook, and Google's Boutiques.com.

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10 things email marketers need to know about Facebook Messages

As you have probably read already, Facebook has announced a complete revamp of its messaging service, Facebook Messages. With a host of new features, many email marketers are likely to be wondering what effect this new service has on the work they do.

I’ve pulled out the top ten things that any email marketer needs to know about Facebook Messages and what it means for them:

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Are cookies off the menu in the new online Europe?

There has been a lot of noise recently surrounding the new legislation on online tracking and the use of cookies and permission. Marketers must sit up and listen to the potential underlying threat this legislation can pose and consider whether a new approach to transparency and education can head off the threat now and in the future. 

It seems most of the controversy is based on the typical ambiguity that seems to exist in many online rules and regulations. Because, let’s face it, the situation is meant to be led by public opinion, with the legislators supposedly following suit. The public want to be “protected” from evil online marketing spies, who are poised and ready to sell something at the first sign of interest.

Or do they?

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Ready for YourName@Facebook.com?

privacySo email's becoming obsolete, huh?

Facebook COO Sheryl Sandberg said as much last June. And of course, everyone knows younger users don't even use email anymore. (Let's just ignore the fact that you can't open a Facebook account without an email address).

Now, Facebook's set to announce Project Titan on Monday, which is almost universally expected to be an unveiling of Facebook's "Gmail killer" email service.

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No, social media doesn't mean email marketing's dead

Is email marketing dead? Not according to Econsultancy's recently published Buyer's Guide, which predicts the market will have grown by an estimated 15% this year, to a total value of £336 million. 

But there are many who still believe social media will devour email's slice of the pie, including Facebook's COO, Sheryl Sandburg. However, as the industry is approaching maturity, naturally the sector is changing according to developing user needs and increasingly sophisticated technology. The evidence indicates that email marketing is far from dead... 

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10 best practice tips for basket abandonment emails

Everyone is doing basket abandonment emails today… or so I thought. But I have just been proved wrong.

According to our research, less than 10% of the top 100 UK e-commerce sites (as defined by Hitwise) currently do basket abandonment emails, so I thought I would post the top 10 best practice learnings that we have had from the last decade...

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Email marketing: How to make more of subscriber data

Email marketing is easy to get wrong and difficult to do well, yet many firms fail to use the data they’ve captured to target their messages more effectively.

This means that they are effectively choosing to work blind and use guesswork to increase their open and click-through rate, when they could be working with real facts and figures about their recipients instead.

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Poor practice to blame for ISPs blocking emails

Social media updates, email newsletters, promotions and vouchers for subscribers’ favourite shops and services and other requested marketing emails are increasingly being pegged as spam by ISPs and consumers because email marketers are not following best practice.

 

Return Path’s Email Deliverability Benchmark Report found one in eight emails requested by consumers from companies goes missing completely – not delivered to subscribers’ spam folders or inboxes, but blocked by ISPs before reaching their subscribers – compared to one in nine in December 2009.

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