eCRM

Three important digital marketing trends in the legal sector

The digitisation of content and communications is certainly something the legal sector has been preparing for.

Our increasingly digital economy has been great for lawyers, with more work becoming available in many different areas, including copyright law, mergers and acquisitions, media and communications, and consumer law.

What is social CRM and why do you need it?

Earlier in the year I wrote a beginner’s guide to customer relationship management entitled What is CRM and why do you need it? Welcome to the next chapter.

Here we’ll be investigating the next vital stage in your CRM strategy: social CRM, and how this can help your company track its relationships in an increasingly multichannel landscape.

First though, for anybody who needs a refresher, a quick recap of what CRM actually means….

Email marketing subject lines: why best practice matters

How hard can writing an email subject line be? Does it even matter what gets written?

Surely the question of whether it gets opened or binned is down to who the sender is, or what the email contains?

That’s fine when you’re emailing people you know. In fact let me just skip over to my personal email account to see what I’ve written in the subject line to my friends and family in the past week.

“Hi” (as 80% of the email subject lines in my inbox read).

“It’s me! I’m The Yellow King!” (Obscure True Detective reference. Nevermind).

“(no subject)” (…).

Glittering copy I’m sure you’ll agree. Now let’s take a look at the emails I’ve received from marketers…

How should email marketers spend their time?

As marketers spread themselves ever more thinly across multiple channels and platforms, time becomes an even more precious commodity. 

Over half of all marketers report to having responsibilities in seven out of 10 other areas of marketing, from offline display to owned media. 

However it’s the email marketers who seem to suffer the most. 

Marketing is becoming increasingly multichannel and relationship focused. Email is the glue that pulls together all of these different disciplines, tactics and partners, as well as being a direct channel to the customer.

The Email Marketing Speed Imperative study, published by Econsultancy in partnership with dotMailer, looks at how the ease of use of a specific email marketing tool affects the daily practice of email and what impact this has on the bottom line.

Email marketing: why you need to review and improve

Email marketing is the communication glue within your digital marketing and all of this communication is trackable. 

Tracking gives you the ability to understand the journey between the message and the call to action, which means that you can give this journey a value. 

With this in mind, reviewing success or failure is critical so that you can affect the change in your campaigns and the actual value those campaigns are bringing.

60+ amazing email marketing best practice tips, stats, blog posts and more

We’ve already produced some handy round-up posts on ecommerce, content marketing and social media: now here’s the email flavour.

Here you’ll find lots of best practice tips, email campaign reviews, reports and more, taken from the last 12 months of Econsultancy output. Do favourite it, won’t you? And if there are any other resources or tools you like, feel free to add them to the comments below.

Happy bookmarking!

Send more email, make more money?

I can understand why those more insulated from the coalface of email marketing may get confused with the seeming reluctance of some email marketers to increase their email frequency.

Taking a detached view of the numbers, might lead some to suggest that purely increasing the amount of emails you send to your list could increase your revenue.

This can sometimes work, and as long as you are closely monitoring open/click rates and engagement metrics like response recency, you could be OK.

When upping frequency, inbox ‘placement’ also needs close monitoring, as it can lead to less engagement and by default ending up in the junk folder.

The coalface marketer knows this, and it is this knowledge of the possible implications of over-mailing that hold many back.

Six benefits of combining digital data with traditional CRM to enhance the customer experience

Putting the customer at the heart of your organisation’s strategy has long been the elixir to business success. It seems obvious, doesn’t it, especially as we’ve had CRM systems in place for more than 10 years now?

However, at a recent event in London hosted by Celerity, data & CRM specialists, big players sat around the table and agreed it was still an aspiration and ever elusive goal for many.

It was recognised that CRM systems that combined digital, mobile and social data alongside traditional touch-points were outstripping those that didn’t.

Names such as Domino’s Pizza, Starbucks and first direct were obvious brands to cite that have cracked the customer service game thanks to their combined approach.