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 […]
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 […]
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.
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. […]
As garden centres open for business, here’s a look at B&Q and Homebase’s recent garden-focused marketing and communications, including efforts on email, homepage, and social.
Covid-19 has resulted in a surge in email marketing, as brands send updates on how they are responding to the pandemic, while also striving to stay front-of-mind for consumers.
According to a survey conducted by the American Association of Advertising Agencies (4As) on March 18, 43% of consumers find it reassuring to hear from brands they “know and trust” as COVID-19 pandemic spreads. And 40% want to know how companies are responding to the coronavirus pandemic, compared to just 15% who say they do […]
Consumers are receiving email on a level unseen since GDPR as brands and businesses race to reassure them over the unfolding situation with coronavirus and pre-empt any concerns that they might have.
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.
1. Introduction In response to the exponential growth in marketing technology solutions available over the past few years (Figure 1), this report aims to provide a practical overview of 60 popular and peer-recommended tools in four main categories. Figure 1: Number of martech solutions globally Source: Chiefmartech.com Chiefmartech’s Marketing Technology Landscape Supergraphic 2018 lists more […]
There was justifiable apprehension as GDPR’s introduction approached, not to mention plenty of blind panic as the clock ticked down. However, two years down the line we now have plenty of research which tells a more positive story.
Welcome to Econsultancy’s stats roundup for the last week of February.
Email remains one of the most effective and popular marketing channels.
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.
