Marketing Automation Best Practice Guide
This report provides marketers with a guide to what marketing automation is and how to implement it, exploring what success looks like and what the future may hold for the industry.
Apple blocks open rate tracking: what will it mean for marketers? We asked the experts
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.
Email Marketing Best Practice Guide
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.
10 key challenges facing CRM marketers
Customer relationship management (CRM) remains a key way for companies to deliver ‘customer centric’ marketing, centred around personalised and relevant content (if you’re not sure what CRM is, see our handy definition). But what are the key challenges facing CRM marketers today? With insight from some experts in the industry, here are 10 pressing issues. […]
Addressing email accessibility: The 3 key steps
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.
Webinar: Trends and Best Practice in Email Marketing
Senior Analyst Seán Donnelly and Kath Pay, Econsultancy trainer, discuss all things email marketing, including:
- What’s new in email marketing that you need to know about
- Latest data in terms of the utilisation and effectiveness of email as a marketing tactic
- An examination of best practice using recent case studies
Brands should fix the roof before it rains with a proactive loyalty scheme: Prezzee’s James Malia
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. […]
Email marketing trends in 2022: examining design, privacy and process
April Mullen, Director of Brand and Content Marketing at SparkPost, outlines 2022’s top industry trends for email marketers.
Email continues to convert but “everything a customer receives should make them feel valued”: Cheetah Digital’s Tim Glomb
In a recent webinar, Cheetah Digital’s VP Content Tim Glomb broke down some key takeaways from their latest consumer research.
How Currys achieved a 56% open rate increase by optimising email subject lines in real time
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 […]
Why the future of loyalty is built on good habits
Latest research shows loyalty redefined as habitual behaviour may move the needle on customer experience.
Four ways that luxury brands are building customer loyalty through digital channels
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, […]
How Farfetch and Uswitch use data and automation to reach customers at the most relevant moment
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 […]
How MandM Direct and Samsung used first-party data and automation to strengthen customer relationships
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.
How to reach consumers at the right time with email and text messaging
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 […]
“We don’t think you should book a holiday right now”: Inside On the Beach’s pandemic CRM strategy
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, […]
“A free cup of coffee isn’t going to cut it anymore”: LoyaltyLion CEO on loyalty schemes
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 […]
Six case studies of machine-learning powered email marketing
Machine learning has changed the game for email marketers.
The killer metric for email subject lines that ‘experts’ don’t understand
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.
How Virgin Holidays is using AI to improve email marketing ROI
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. […]
Marketing Automation Best Practice Guide
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.
Quick Guide to Customer Retention
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.
Internet Statistics Compendium: Email and eCRM
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.
Treatwell’s Head of Marketing Automation and Technology on the importance of embracing automation
Albert Abello Lozano is Head of Marketing Automation and Technology at Treatwell.
Implementing a marketing automation platform: three tips from the experts
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.
Six marketing automation nightmares (and how to avoid them)
Marketing automation software is the champion of efficiency – except for when it isn’t.
AI-powered copywriting drives a 16% increase in eBay’s email open rate
The ecommerce giant uses artificial intelligence to power its marketing language and optimise email campaigns at scale.
Trigger emails boost digital revenue by 9.1% for furniture retailer Heal’s
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%.
Real-time email personalisation campaign delivers 44% sales boost for Mobiles.co.uk
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.
E-Learning: Fast Track to Digital Marketing
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.
Find email and eCRM trends – visit the ISD
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.
