Posts in Email & eCRM

Ignore SEO, just produce good content

Producing content just to satisfy SEO targets and pressures is dangerous because that’s when you get into the realms of publishing content for content’s sake and clearly, Google doesn’t like that given its recent Farmer Update.

More importantly, your website users don’t like that. While SEO clearly has its place, it shouldn't get in the way of producing great content... 

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The art of the email opt out

Please don’t go! The art of the email opt out

Recently marketers and consumers alike have been enjoying the creative element behind Groupon’s unsubscribe campaign ‘Punish Derrick’.

If you click on the unsubscribe link, it then it leads you to a page which enables you to punish the person who has been sending you your emails, Derrick.

Punish Derrick 11

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Three ways to become a strategic email marketer in 2011

Most businesses now acknowledge the importance of emaill to their business model.

However, despite the growing acknowledgement that email is an important revenue building tool, it has not led to uniform treatment when allocating budgets or devising email strategies.

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Seven tips for embracing social commerce

Social commerce is being tipped as one of this year’s major online growth areas.

With Groupon now officially the fastest growing company ever and retailers announcing new Facebook stores on a weekly basis, the tipping point seems to have been reached.

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Email marketers need to get back to basics: study

While email marketing budgets and the volume of emails sent has been increasing steadily over the last five years, marketers still need to focus on basics like deliverability and testing to improve performance. 

We have just published our Email Marketing Census 2011, sponsored by Adestra, which surveys almost 900 in-house and agency email marketers.

Some findings from the survey after the jump...

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Email break-ups aren’t so very hard to do

“It’s not you, it’s me. Actually no, it is you. You keep sending me boring, irrelevant emails that I don’t want. Our email relationship was going really well at the beginning  but now its fizzled out and I’m unsubscribing from your emails. For one thing, you just send me way too much. It comes across a bit...desperate."

As an email marketer, does reading this make you cringe? Are you afraid this is what your email subscribers would say to you if they had the chance?

The unsubscribe process doesn’t have to be as painful as a “Dear John” break-up letter, but with the way some brands go about it, it might as well be.

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A/B testing: five informative case studies

A/B testing is an incredibly useful tool for designers, developers, managers and executives. Sadly, despite the benefits, it’s often underused.

The news for those who shun A/B testing is particularly bad: it can facilitate dramatic improvements in numerous KPIs, including conversions and sales, as evidenced in the following five case studies.

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Don't get stuck in binary madness!

So your campaign didn't deliver the right result? Not enough sales, leads or engagement (or whatever the magic success metric was)? Poor ROI perhaps? I'm not surprised!

The reason is that, in general, we use really simple measures and record binary outcomes; ‘hit/miss’, ‘sale/no sale’ or ‘open/did not open’ metrics.

Typically we use one or maybe two such metrics per campaign. This simple methodology is the default across the industry but in reality it is now a hindrance to really optimising campaigns.

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Digital helps to feed comeback of offline marketing

Econsultancy's Marketing Budgets 2011 Report tells a familiar story of increasing digital marketing budgets, but a much more nuanced picture is emerging beyond the usual mantra that digital budgets are increasing at the expense of 'traditional' marketing.

The findings also challenge the orthodox view that digital is perceived as more measurable than offline. 

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Is the world ready for email sentiment analysis?

Do you ever receive email in which the tone just doesn’t feel quite right for a professional communication, or was a bit ambiguous about the author’s intentions?

I’ve been reading recently about a free Outlook add-on called ToneCheck which provides a kind of emotional spell-check, performing sentiment analysis on your email to make sure it gives the reader the impression you intended.

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Value based pricing: the holy grail of online lead generation

Value based pricing is the new buzz term in online lead generation, but what does it take to sort your Rolls Royces from your Robin Reliants?

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13 tips: the science of email marketing

mobile email

For those of you who missed it (and with 20,000 people registering for it I’m not sure who that may be) Hubspot’s Dan Zarrella’s “The Science of Email Marketing” was a reminder that testing and optimization are a core best practice which will ultimately drive the success of any email initiative.

Not that the webinar was focused on testing. Instead, takeaways were presented with the caveat “this may or may not be the case for you” ... which is another way of saying “test it and see what happens.”

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