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A beginner’s guide to email marketing KPIs and metrics

This article is reproduced from Econsultancy’s report, Email Marketing Best Practice: Setting Goals and Measuring Success, authored by Kath Pay, and one of a suite of nine email guides available to members. This article explains how different KPIs can be used to track email marketing campaign performance, and also looks at some metrics beyond the campaign. When tracking […]

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Why marketers should be cautious using email open rate as success metric

This article is reproduced from Econsultancy’s report, Email Marketing Best Practice: Setting Goals and Measuring Success, authored by Kath Pay, and one of a suite of nine email guides available to members. Despite many warnings against basing an email campaign’s success or failure on its open rate, it remains the most popular measurement, according to a 2023 benchmark […]

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Customers want to be ‘more than a mere transaction’: Benamic’s Laura McGill on loyalty schemes

The growth of member pricing and the rise in retail media are just two reasons why loyalty schemes have been front of mind recently for many marketers. We caught up with Laura McGill, Head of Marketing at global promotions and loyalty firm Benamic, and self-professed “data-driven person” to ask what customers want from loyalty schemes. Econsultancy: […]

The Future of Digital Advertising

With many technologies emerging with the potential to impact digital advertising, the final chapter of this Best Practice Guide explores some of the most significant trends marketers should pay attention to. Emerging technologies Figure 1 shows how seriously respondents to Econsultancy’s 2022 Future of Marketing survey are taking some of these technologies, and it is […]

8 minute read

Overview of the Current Challenges in Digital Advertising

The evolving digital advertising landscape means new challenges are emerging all the time. The biggest issues facing marketers today, and how to overcome them, are explored in this chapter. Brand safety/suitability The internet is a place of near-limitless content, unlike traditional media channels such as TV or newspapers, which are finite and more transparent in […]

11 minute read

How to Measure Digital Advertising

Understanding how best to measure digital advertising is a crucial step in running successful campaigns. Without measurement there can be no clarity on the effectiveness of the campaign. Measuring digital ad effectiveness The amount of data available to advertisers is undergoing rapid change, thanks to some of the technological and regulatory initiatives that will be […]

20 minute read

How to Create a Digital Advertising Plan

Digital advertising is just one channel in the suite of options available to marketers, so it is important to have a clear plan that is integrated with the wider marketing and communications strategy. Ultimately, all the channels that the customer interacts with should be working together to create a unified journey. Having clear company-wide objectives […]

19 minute read