1. Introduction 1.1. Executive summary This report seeks to provide marketers who are considering the use of marketing automation with a simple guide to what it is, how to plan for and implement it, what success looks like and what the future of the industry may hold. This guide hopes to be useful to a […]
1. Introduction 1.1 About this report Econsultancy’s series of Best Practice Guides have been created for modern marketing professionals who typically work in marketing or ecommerce roles. Given the ongoing significance of email, this guide will be relevant to CEOs to understand the business case for email, as well as anyone working in a marketing […]
Saul Lopes is the Head of CRM for the UK division of Dixons Carphone, with responsibility for the Currys PC World UK and Carphone Warehouse websites. Since he joined the business in December 2018, Lopes has set about transforming Dixons Carphone’s approach to CRM and, by extension, its approach to its customers.
Econsultancy’s Email Marketing Best Practice Guide observes that email is the “unsung hero of digital marketing”. Far from dying out over the years (as has often been predicted), it continues to consistently drive high levels of traffic and conversion.
Every December, we look at our Google Analytics dashboard and share the top 25 posts (by simple page views) over the course of the previous year.
The email channel has been a saviour for many brands during the Covid-19 pandemic, despite its demise being predicted for many years. But to remain effective, brands must organise their data effectively to personalise communication with customers.
Personalisation for individual consumers might be the aim, but the majority of marketers are struggling to deliver a truly omnichannel marketing approach. This is one of the key findings from the ‘State of Martech Integration 2020-21’ report, produced in partnership with HCL Software.
More people might be shopping online than ever before, but the concept of loyalty within retail has arguably been thrown up in the air.
In the face of persistent uncertainty, and with demand for digital services and experiences at an all-time high, customer service has become even more crucial for businesses. This has accelerated a number of trends taking place across sectors, from automation to social messaging, AI-powered technology to bespoke digital customer service.
Ometria’s Hannah Stacey outlines how retail marketers will have to change their email strategy in response to the pandemic.
What makes a great ‘we are reopening’ email? Here are some things to aim for, as illustrated by examples including the Natural History Museum.
Albert Abello Lozano is Head of Marketing Automation and Technology at Treatwell.
Choosing a marketing automation vendor can be a complex, multi-step procedure involving input from decision-makers across the business – to say nothing of the price tag attached.
Marketing automation software is the champion of efficiency – except for when it isn’t.
Machine learning has changed the game for email marketers.
Given the choice between certainty and uncertainty in any given scenario, most would opt for the former. As a species, we humans are a lot more risk-averse than we like to think.
However, with email campaigns taking up extensive amounts of time and resources (with little pay-off) – the strategy was failing to work. I recently heard from Saul Lopez, Customer Lifecycle Lead at Virgin Holidays, about the brand’s decision to bring AI into the mix, specifically to optimise subject lines using AI marketing technology from Phrasee. […]
The premium homeware brand works with BounceX to re-engage high-intent customers, helping it create a more seamless customer journey and increasing visitor recognition across devices, sessions and browsers by about 300%.
Mobile phone retailer Mobiles.co.uk works with Kickdynamic to automate emails whose content could be personalised in real time, achieving a 44% increase in email sales and 21% increase in mobile engagement.
With the objective of improving renewal sales and reducing the impact of ‘bill shock’ cancellations, the FT set out to redesign their renewal communications with branding and design agency 999.
Key uses of email marketing and the common challenges marketers face when planning campaigns.
The purpose and benefit of marketing automation, and the metrics to measure.
Learn what marketing automation means and the benefits of doing this.
The data sources marketers can use to drive marketing automation campaigns.
Good practice insights on the governance around the quality, storage and processing of data.
Common KPIs used in marketing automation and good practice for lead management.
The importance of creative copywriting in email marketing.
Fundamental rules for achieving successful email deliverability.
Top tips to maximise the powerful tool of testing in email marketing.
Developing a strategy for distributing automated emails based on behavioural triggers.
Get to know email marketing, how it works, and what’s involved in CRM. How to align your email with the customer lifecycle and customer journeys, optimising email performance and the power of personalisation and targeting.
Executive Summary The 13th annual Email Marketing Industry Census, published by Econsultancy in partnership with Upland Adestra, is based on an online survey of more than 400 marketers carried out in June and July 2019. The report contains comprehensive analysis of survey data and a comparison with results from previous years, as well as insights from […]
Browse, save and export a range of email and eCRM statistics via the Internet Statistics Database, updated regularly to reflect the latest findings from the UK and around the world.
