A best practice guide exploring the benefits and challenges of segmentation and personas, explaining why and how to use market segmentation, communication segmentation, customer segmentation and personas.
This best practice guide discusses the key benefits of marketing automation and provides advice on strategy and implementation. It covers the opportunities marketing automation offers businesses today, as well as what the future might hold.
A best practice guide intended to support marketers with the knowledge they need to either review existing email strategy or create a comprehensive strategy from scratch, covering measurement, segmentation and personalisation techniques, newsletter communications strategies and best practice rules for copywriting.
Jessica Bolton, Enterprise Customer Success Manager at Iterable, shares some advice on closing the accessibility gap via three email campaigns fundamentals – content, code and visuals.
This quick guide looks at the business case for prioritising customer retention and developing a strategy that establishes it as an organisational objective. It discusses the long-term benefits that can come from fostering loyalty, and provides marketers with tactics that can help with the development and execution of a customer retention strategy.
This report is a quick guide to customer lifetime value (CLV), defining its meaning and laying out the business benefits of tracking it. It covers different approaches to measurement and the importance of customer loyalty in the context of CLV.
This quick guide provides a starting point for marketers looking to master the art of email, covering aims and goal setting through to segmentation and creative.
With open rate tracking now being blocked by at least one major email client – which, given the precedent set by things like the crackdown on third-party cookies, may prompt others to follow suit – how can marketers adapt? Is it time for a long-overdue rethink of how to approach email marketing? We reached out to the email experts in Econsultancy’s roster of contacts to find out.
Senior Analyst Seán Donnelly and Kath Pay, Econsultancy trainer, discuss all things email marketing, including:
Razorpay used Mailmodo to optimise its online rating, product awareness and lead generation emails
Body Slims partnered with Wolfgang to pivot to an online offering which engaged consumers according to a research-led buyer journey
Splunk partnered with Just Global to boost engagement and conversions by targeting prospects with relevant content according to their stage in the buyer journey
The pharmaceutical company used AI-powered brand language optimisation technology from Phrasee to be able to generate, analyse and continually adapt email messaging to health care providers (HCP) and at scale.
Consumers are increasingly questioning how they spend (and how they can cut back) due to rising living costs. In the UK, BRC figures show sales growth is slowing, with March 2022 seeing a rise of 3.1%, down on a 6.7% rise the month previously. For brands, tighter budgets could have an impact on customer loyalty. […]
April Mullen, Director of Brand and Content Marketing at SparkPost, outlines 2022’s top industry trends for email marketers.
In a recent webinar, Cheetah Digital’s VP Content Tim Glomb broke down some key takeaways from their latest consumer research.
Midway through 2021, electricals company Dixons Carphone announced that it would be merging its four technology and retail businesses – Currys PC World, Dixons, Carphone Warehouse, and Team Knowhow – under the Currys brand name. Announced in May of last year, the merging of the four brands was complete by October. In its wake, the […]
Latest research shows loyalty redefined as habitual behaviour may move the needle on customer experience.
Luxury retailers do not typically offer loyalty programs, with regular point-based price discounting schemes going against the high-end and aspirational style of branding that the luxury sector is known for. For brands striving to be competitive, however, reputation alone is simply no longer enough to inspire loyalty, and with demand for omnichannel on the rise, […]
The crux of good advertising, when you boil it right down, is about reaching customers with the right message at the right moment in time. Of course, actually doing this is a lot easier said than done. However, in our ever-more-online world, we have more insight into where our customers are in their journey, how […]
MandM Direct and Samsung are two retail brands using first-party data to build better relationships with customers and drive long-term loyalty. Both brands recently spoke about their respective data strategies on ‘Marketing that Matters’ – a podcast series from Econsultancy and Marketing Week, sponsored by Google. Here’s how first-party data, in conjunction with automation, is allowing both brands to succeed amidst rapid changes to privacy and consumer behaviour.
Emails and SMS are communication essentials, and are as vital to businesses as they are to individuals. While email has long been a key marketing channel, we’re probably more familiar with the humble text message as a functional tool – they let us know that our booking has been confirmed, or that our takeaway is […]
The travel industry ground to a halt back in early 2020 as countries went into lockdown. For On the Beach – a UK-based travel retailer specialising in holidays to Europe – this meant an immediate change in strategy. How could it continue to engage consumers, without the ability to sell its core product? Adam Zullo, […]
Charlie Casey is the co-founder and CEO of Loyalty Lion – a customer loyalty and engagement platform for fast-growth ecommerce merchants. We caught up with him to ask all things ‘loyalty’, such as how ecommerce brands can retain customers post-pandemic, what successful loyalty schemes look like today and why a certain brand has captured his […]
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.
Copywriting is an often-overlooked but incredibly impactful art that, when done effectively, can have a hugely beneficial impact on ad click-throughs and campaign conversion rates.
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. […]
This best practice guide discusses the key benefits of marketing automation and provides advice on strategy and implementation. It covers the opportunities marketing automation offers businesses today, as well as what the future might hold.
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.
A collection of the most recent statistics and market data on online marketing, ecommerce, the internet and related digital media, drawn from Econsultancy’s Internet Statistics Database. Aimed at marketers looking for benchmarking stats, evidence for use cases or persuasive figures for procuring investment.
A best practice guide looking at the strategies marketers should deploy to transform new customers into repeat customers, as well as how to optimise long-term loyalty and advocacy among the highest value customers.
An email marketing webinar covering what’s new in email marketing that you need to know about, the latest data in terms of the utilisation and effectiveness of email as a marketing tactic and an examination of best practice using recent case studies.
Through 12 engaging video modules, recommended readings and quizzes to test your knowledge, you’ll learn the fundamentals of digital marketing. Includes a module on email and eCRM.
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.
