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
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 […]
Join Econsultancy at October’s Festival of Marketing
The Festival of Marketing is back once again in October, this time looking to ‘The Year Ahead’, with four jam-packed days of virtual content designed to provide marketers with a toolkit for success in 2022.
Hubspot’s CEO on leadership traits and ‘the rise of modern CRM’
Today we’re speaking to the newly-appointed CEO of Hubspot, Yamini Rangan. She discusses her new role, the importance of authentic leadership, and the future of CX. How do you maintain an effective work/life balance? These days, work-life balance may seem like a challenging feat. Work-from-home burnout is a reality, and that’s why it’s so essential […]
Tripadvisor and CitizenM on making subscriptions work for travel
What will it take to make a subscription-based business model work in travel?
How Clarks is using email to create a “one-to-one connection” with customers
Email has been a marketing and communications staple for brands for decades. While recent years have seen the rise of channels that have arguably greater reach or targeting capacity – from social media marketing to search advertising, programmatic display to digital video – the use of email has remained steadfast, particularly among retailers. Not only […]
Apple blocks open rate tracking: what will it mean for marketers? We asked the experts
Apple’s annual Worldwide Developers Conference, or WWDC, took place last week with all of the expected excitement and speculation about announcements, new releases, and product developments. But one development from the first day of the conference has alarmed many email marketers and newsletter publishers: Mail Privacy Protection, which Apple has billed as one of the […]
Snug’s CEO on the CX of buying a sofa: “upholstery companies just didn’t listen to their customers”
Snug CEO Rob Bridgman explains how the sofa-in-a-box company provides a great customer experience, from product through to delivery and customer service.
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. […]
Quick Guide to Email Marketing
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.
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.
Customer Retention Best Practice Guide
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.
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.
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Planning Email Marketing
Key uses of email marketing and the common challenges marketers face when planning campaigns.
2 Min
Email Marketing Execution
The purpose and benefit of marketing automation, and the metrics to measure.
2 Min
What is Marketing Automation?
Learn what marketing automation means and the benefits of doing this.
2 Min
Data Sources for Marketing Automation
The data sources marketers can use to drive marketing automation campaigns.
2 Min
Governance in Marketing Automation
Good practice insights on the governance around the quality, storage and processing of data.
3 Min
Setting KPIs for Marketing Automation
Common KPIs used in marketing automation and good practice for lead management.
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2 Min
Copywriting for Email Marketing
The importance of creative copywriting in email marketing.
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3 Min
Email Deliverability
Fundamental rules for achieving successful email deliverability.
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2 Min
Email Testing
Top tips to maximise the powerful tool of testing in email marketing.
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Triggers and Behavioural Targeting in Email Marketing
Developing a strategy for distributing automated emails based on behavioural triggers.
23 Min
Email and CRM
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.
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.
