mobile optimisation

Direct Line: improving the customer side of digital transformation

Direct Line redesigned its website last year, putting a larger focus on the rapidly growing number of mobile users wishing to access traditionally difficult to obtain information.

Just a few years ago the idea of obtaining a home or car insurance quote on the mobile web seemed at best a pipe-dream, at worst a massive hassle not worth attempting.

Which factors contribute to an excellent customer experience?

In the early days of ecommerce customer acquisition and retention largely focused on selling products at the lowest possible price.

Now businesses have accepted they can’t win a price war with Amazon they’ve turned their attention to providing the best possible customer experience as a means of differentiating from the competition.

How do marketers manage their mobile email channel effectively?

More than half (52%) of 18-34 year-olds have clicked through to a website from a mobile email, so it’s therefore imperative for email marketers to ensure their communications are suitably optimised for all mobile devices.

This stat comes from all the way back in 2012. Since then different studies by different companies have revealed similar numbers: 68% of people use their mobiles for email41% of emails are opened on mobile devices; the latest study I could find is by Litmus revealing that in 2013 48% of all emails were opened on mobile.

So how do marketers manage this progressively more popular channel effectively?

I’ll be taking a look at our recent report Bridging the Gap in Email Marketing, written by Morag Cuddeford-Jones, in which interviews were conducted 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.

Eight record stores that need responsive design, plus two that are brilliant

Happy Record Store Day everybody! It’s my second favourite day of the year.

A day where I wake up at 4am to join the masses of other record collectors in the cold dawn with a bacon sandwich and thermos of tea in hand, to queue up for this year’s limited batch of releases only available to independent record shops.

Record Store Day is an annual event designed to keep the physical record industry afloat, in particular the smaller labels, bands and independent stores that still hold vinyl close to their hearts.

Of course, this idea of vinyl being a ‘quaint affectation’ is far from the reality. British Phonographic Industry (BPI) revealed earlier in the year that vinyl sales are the highest they’ve been for 15 years. More than 780,000 vinyl albums were sold in 2013, this is a 101% increase on 2012 sales.

Major labels are getting in on the racket too. Titles this year include releases from One Direction and Katy Perry. Now you can be as sniffy as you like about these but I can’t say the first singles I bought were any better and if it gets a new generation into record stores than that’s all for the greater good as far as I’m concerned.

Where are your emails opened and why does it matter?

With the explosion of mobile devices in recent years, your email campaign could be opened at any time and in a much wider variety of locations and situations than a few years ago, when practically all emails were checked on a desktop computer.

So what are some of the most popular locations that your emails could be opened? And are your subscribers likely to convert from your email when they are in that location?