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"Engagement Marketing: Strategies for Conversion and Ongoing Customer Retention" is what it said in the programme.
It sounded safe enough, but as I delivered this presentation at Internet World last month, I wondered if the subject headings on Lines, Crunch, Breaking Habits and a 7 Step Programme (combined with some slightly edgy last minute PowerPoint images) were starting to make it sound more like a discourse on drug rehabilitation than on email marketing!
“We are not ambulance chasers, people leave our stores empty handed every day and we don’t feel the need to beg them to come back so why should online be any different?”
If anyone takes the time to read these words, I would love your feedback. RedEye has a series of clients that make a hell of a lot of money and ROI from behaviourally targeted and automated emails.
But we were blown away recently when a prospect said that they would never do trigger emails or basket abandonment work because they perceived it as the e-marketing equivalent of ‘ambulance chasing’!? Ouch!!
Another survey reveals that many companies are failing to follow email best practice, with 60% of firms missing a trick by not sending welcome messages to subscribers.
According to a new study by ReturnPath, 30% of these companies compounded the problem by failing to make contact with customers for more than a month after they signed up.
Last week, I received an email from 360i, an "independent metrics-driven agency that serves as strategic digital advisors to large brand marketers," on behalf of NBC.
The email opt-in or subscribe form on your website is crucial when you are building up your database, and can help your marketing efforts at a later stage.
The information you can capture here on customer preferences can help make your email marketing more effective and relevant to consumers.
Here are some tips on how:
I'm in Atlanta, Georgia at Silverpop's Customer Conference. One of the hot topics here has been yesterday's announcement by the FTC that it is changing the rules in the US around unsubscribing.
Essentially you need to ensure that your reader can kiss you off with a single click, and without having to enter more than an email address.
Dela Quist explains how new ways of measuring email performance can boost ROI and give you a new perspective on your email strategy. Find out how customer-based metrics could transform your campaigns.
The E-Consultancy/Adestra Email Marketing Industry Census 2008, published March 2008, investigated over 600 email marketers’ approach to data.
After all, accurate data powers relevant targeting, which is proven to deliver the best results.
The findings showed that regular data cleaning has taken a back seat for many email marketers.
Many companies are still losing customers because they don’t know what they want, writes Marc Morris.
Email users are more than ready to hit the 'report spam' button for emails they no longer wish to receive, spam or not, so making the unsubscribe process quick and easy is essential.
Still, some email marketers have yet to take this on board if the following example from Real Networks is anything to go by.
More and more email users are using the report spam buttons to unsubscribe from emails, so is another option needed on email programmes to improve deliverability?
A survey found last week that 56% of email users consider uninteresting or irrelevant email messages as spam, and concluded that the report spam button is 'broken'.
The E-consultancy/Adestra Email Marketing Industry Census of over 600 email marketers highlights the real cost of deliverability for the first time - marketers are wasting around 11% of their budget.
This entry investigates what they can do about it.