Posts in Email & eCRM

Companies aren't making the most of multichannel marketing data

In the run up to the JUMP Conference on 13 October, we decided to commission some research to get some insight into how modern marketers are embracing multichannel marketing.

The research reveals that whilst the majority are using at least three marketing channels (98%), many are not maximising the potential value of this multichannel approach with over half still storing the data gathered from each channel separately. 

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With freemium, MailChimp thrives where many others fail

For many internet startups, a freemium business model is an enticing solution to the problem of revenue generation: let the world taste what you provide at no cost, and once your most avid users are hooked, let them pay for what they've come to love.

It's simple in theory, but for many startups, building a viable business on the freemium model never becomes a reality.

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Is there a gap in Gap’s marketing?

Just last month Gap Inc continued its expansion by finally launching European e-commerce sites for both the Gap and Banana Republic brands.  

It is puzzling that these brands and a number of close competitors have waited so long to take the step, but now that they have, the opportunities are immense. However, as a data marketer, I’m not so sure Gap is currently making the most of the multichannel opportunity.

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JUMP blogging challenge round up

We've had some excellent entries to our JUMP challenge, a blogging competition designed to raise awareness of how to join up online and offline marketing, launched to support Econsultancy’s JUMP event.

We'll be announcing the results on Friday, and the lucky winner will receive a blogging hamper made up of an iPad, moleskin notebooks, a press pass to JUMP, and free Econsultancy membership. 

JUMP Blogging hamper

I've rounded up the various entries to the JUMPchallenge, all on the subject of joining up online and offline marketing... 

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Q&A: Donna Wells on her move from Mint CMO to Mindflash CEO

As CMO of Mint, the leading online personal finance service, Donna Wells helped win the startup 2 million users from its launch in 2007 to its acquisition by Intuit in 2009 for $170 million.

Before joining Mint, Wells led marketing departments at companies like Intuit, Charles Schwab, and Expedia. Wells' work has won Webbys and an OMMA award. Last year, she was named one of the Top 25 Women in Tech to Watch by Accenture.

This Spring, she took on the CEO role at a startup called Mindflash, a company that hopes to improve online training. I caught up with Donna to talk about the switch from CMO to CEO, and how social media marketing is evolving.

(And in case you're wondering, yes, she is hiring marketing talent.)

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Social media is an extension of email marketing

Social media is far too often heralded as the death of email marketing. In fact, social media’s existence has breathed extra life into email campaigns by increasing levels of engagement with consumers.

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Peer Summit sneak peek: Adam Broitman on his keynote

adam broitman circ.us

Adam Broitman will deliver one of the two keynotes at Econsultancy's upcoming Peer Summit in New York. We asked for a sneak peek at what he'll address in his talk, entitled "Beyond Digital Innovation: The Sedative Nature of Counting Screens." Following, his views on Internet Everywhere, why it's never going to be the Year of Mobile and the blurring lines between technology and humanity.

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Is online lead generation right for your brand?

An increasing number of brands are starting to take Online Lead Generation (OLG) seriously and making it a central part of their online customer acquisition strategy and it’s not hard to see why. 

If you sell widgets and you can capture leads where the consumers are all interested in buying widgets then you can put a process in place to turn those interested customers into sales and therefore revenue. Simple right?

For many brands it is pretty simple but before you decide to allocate thousands of pounds to a lead gen campaign it pays to take a step back and ask yourself a few questions to work out whether OLG is right for your brand. 

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Gmail Priority Inbox: implications for email marketers

Google introduced Priority Inbox this week, a new feature designed to solve the problem of overloaded inboxes by prioritising the most important and relevant messages. 

This new option, currently in beta, splits the user's inbox into three sections, with the 'important and unread' section at the top. Various signals, including who is emailed most frequently, and which emails users tend to open. 

Gmail priority

This new feature will present new challenges for email marketers as they seek to ensure that their emails get the attention of Gmail users. I've been asking some email marketing experts about the implications of this new feature... 

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Email marketers adopt snail mail tactics

Marketers employing snail mail tactics in their email marketing campaigns would normally expect to see mass-unsubscribe rates following their sent emails.

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Study: Email marketers are ignoring (and losing) non-responsive customers

Email marketing has suffered some blows recently. But companies that threaten to stop using that marketing channel certainly get noticed. Rumors of Ben & Jerry's killing its email newsletter created a mild tempest online recently. Just this week, The Onion's AV Club stopped email messages, and Pepsi created ire among fans for simply moving some of its messaging from Facebook to Twitter

Now there's a study that says email marketers aren't adapting their marketing emails to customer changes. They're sending messages to unresponsive email accounts, and according to Return Path, only 12.5% of marketers are doing anything about it.

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Start Me Up! A profile of Copify

copifyThis week on Start Me Up we speak to Martin Harrison, CEO of Copify.

Whatever kind of marketing you are involved in, there's almost always a need for quality, relevant copy. Copify is attempting to take the hard work out of sourcing freelance copy at short notice.

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