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.
Senior Analyst Seán Donnelly and Kath Pay, Econsultancy trainer, discuss all things email marketing, including:
Email is a great place to start when delivering personalised experiences that offer flexibility and ROI.
Which retailer loyalty programs are seeing success and why? Nikki Gilliland looks at several examples from McDonald’s to Pets at Home and examines their strengths.
How to effectively build content into your email strategy in three steps: mapping the customer journey, collating the right content, and bringing the two together in an email programme.
Email remains a customer-centric channel, with marketing automation letting brands personalise their customer experience – at scale – while learning more about their audience.
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.
Signify worked with BlueConic to create a single customer view and deliver more personalised customer experiences at scale
The Fish Society worked with GPMD to focus on driving repeat purchase with inspirational website content and personalised emails.
Implementation of Hootsuite’s Sparkcentral platform enabled the energy firm to drive customer queries to its WhatsApp and Facebook messaging channels, resulting in a customer satisfaction (CSAT) score of 86%.
Mudrex used Mailmodo to simplify the registration process
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. […]
Email remains a customer-centric channel, with marketing automation letting brands personalise their customer experience – at scale – while learning more about their audience.
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.
November’s edition of Digital Transformation Monthly takes a close look at the trends redefining how consumers engage and shop with grocery and FMCG brands, including shelf-edge technology, retail media, digital loyalty schemes, and checkout-free shopping.
This month’s edition of Digital Transformation Monthly reports on the rise of loyalty programmes, discussing how they tie in with the growth of retail media and a move to first-party data, and looking at brand examples from across the retail landscape.
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.
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.
