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This report on email marketing, sponsored by Pure360, is based on interviews with digital marketing professionals across a range of businesses, exploring the challenges and opportunities for marketers who are committed to taking their use of email to the next level, outlining what needs to be done to bridge the gap between poor or ordinary email marketing and best-in-class email marketing.
The 15 industry executives were asked what their major challenges were in refining their organisation's email strategies; how they encouraged collaboration throughout the organisation to access appropriate data and ensure a fit with other marketing strategies and how they were deploying technologies and external suppliers to ensure they future-proofed email to ensure agility as both organisation and channel landscapes continued to evolve.
What you'll learn
How to improve your email marketing quality through data, personalisation and automation
Tips for email on mobile
Diffferences between email for B2B and B2C, with a B2B case study to exemplify
How to increase engagement and counter disengagement
The skills necessary for successful email marketing
Who should read this report?
This guide has been written primarily for marketers carrying out email marketing, who want to optimise channel effectiveness and improve its ROI. It is also useful to managers who are trying to upskill their marketing teams in email.
About this report
Morag Cuddeford-Jones is an experienced business journalist and report author, specialising in on and offline marketing. Having worked with Marketing Week, New Media Age and Econsultancy for over 15 years, she has covered innovations in eCRM, multichannel marketing and mobile technologies across sectors ranging from retail finance and pharmaceuticals to travel and entertainment.
Antony Lea, Head of CRM, Notonthehighstreet.com
David Paice, Director of eCommerce, Merlin Entertainments Group
Fiona Spooner, Head of Ecommerce, Financial Times
Lara Burns, Head of Digital, Age UK
Matt Haslum, Consumer Marketing Director, Faber and Faber
Steve Sweeney, General Manager, Moneysupermarket.com
Jonathan Dicks, Ecommerce Director, Hudson Shoes
Luke Whitehead, Director, EMEA Marketing, CA Technologies
Tim Pemberton, Head of Communications, Multiple Sclerosis International Foundation
Lawrence Tatlock, Email Marketing Manager, Boden
Brian Streich, International Marketing Director, StubHub
Ed Armitage, Head of Ecommerce, Hobbycraft
Table of contents
- Executive Summary
- Foreword by Pure360
- About Econsultancy
- About Pure360
- About the author
- How to go up a level in email marketing
- Delving into data
- Personalising the experience
- Automation and integration
- Moving into mobile
- Email across sectors
- The B2B/B2C contrast
- B2B case study
- A direct response tool or brand-building exercise
- Opt-in, opt-out, unsubscribe’s what it’s about
- Skills and culture
- Who owns email?
- The email marketer’s skill set
- Creating an agile organisation
- What is future-proofing?
Download a copy of the report to find out more.
- SAMPLE: Bridging the Gap in Email Marketing (808 KB PDF)
- Bridging the Gap in Email Marketing (939 KB PDF)