tag:econsultancy.com,2008:/topics/email-ecrm Latest Email & eCRM content from Econsultancy 2016-07-05T10:10:38+01:00 tag:econsultancy.com,2008:BlogPost/68036 2016-07-05T10:10:38+01:00 2016-07-05T10:10:38+01:00 A day in the life of... an email deliverability consultant Ben Davis <h3>Please describe your job</h3> <p>As an Email Deliverability Consultant at Smartfocus, I am the spammer’s worst nightmare.</p> <p>My job, in fact, is to ensure that our clients get their emails delivered. Sounds simple enough, doesn’t it?</p> <h3>Whereabouts do you sit within the organisation? Who do you report to?</h3> <p>Our Deliverability team reports to Richard Bewley, Head of Delivery. He’s the head, we’re the body; I’m his right hand.</p> <h3>What kind of skills do you need to be effective in your role?</h3> <p>More than skilled, you need to be virtuous in order to be a delivery person. </p> <p>There are two fundamental aspects to my role: There’s an investigative/interpretative aspect, where we look at a client’s data and from that we establish what issues they face and what course of action is required in order to achieve their goal.  </p> <p>There’s also an educational aspect where we communicate to a client what we learned from their data: their current situation, whatever problem they’re facing, how to fix it, and more importantly how to stop it from reoccurring.</p> <p><img src="https://assets.econsultancy.com/images/0007/6774/william_astout.jpg" alt="william astout" width="300"> </p> <h3>Tell us about a typical working day.</h3> <p>Typically we have client’s questions and direct issues to deal with.</p> <p>We work together with most teams in the business: finance, pre-sales and sales, technical operations, hosting, security, R&amp;D, even HR as well at times.</p> <p>On top of that we monitor and manage shared IP pools.</p> <h3>What do you love about your job? What sucks?</h3> <p>I love reporting to Richard, who’s very supportive, and the team we currently have.</p> <p>We’re all very enthusiastic and passionate about what we do, and we’re a harmonious team, we’re all playing the same tune.</p> <p>I love getting clients on the right track. It’s fantastic when you give a client a list of steps, an IP warm-up plan for example, they follow it to the letter, and see the great results they can achieve. </p> <p>What sucks is occasionally coming across clients who are initially reluctant to cooperate.</p> <p>It’s a small minority, but they eventually come round to understanding what they need to do. </p> <h3>What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</h3> <p>Opens, clicks, bounces, complaints and unsubscribes are just words, rates are just numbers.</p> <p>We need to understand what each of these mean to the client, so we can tailor our advice to their needs and help them prioritise their resources. </p> <h3>What are your favourite tools to help you to get the job done?</h3> <p>We use a variety of tools, in-house and online. I personally like WiseTools from wordtothewise.com (their blog is also excellent).</p> <p>We check several different blacklists, and the community itself also works as a great source of knowledge. </p> <p><a href="http://tools.wordtothewise.com/"><img src="https://assets.econsultancy.com/images/0007/6775/Screen_Shot_2016-07-05_at_08.39.08.png" alt="wisetools" width="615"></a></p> <h3>How did you get started in the digital industry, and where might you go from here?</h3> <p>It was out of my own interest that I got started. I worked for a small agency as a content writer, and they had no email strategy in place so I asked if I could look after their email and social media.</p> <p>Soon enough we were sending emails and doing social for automotive luxury brands like Jaguar and Land Rover, Lexus, Maserati, BMW and others.</p> <p>From there I went on to work as a Campaign Manager and then on to Deliverability. </p> <p>Right now I’m focusing on the challenges facing our clients and how we can continually develop the platform.</p> <p>I feel there’s still a lot we can achieve for SmartFocus and our clients, and I’ve already started seen the fruits of our hard-work. This is exactly where I want to be right now. </p> <h3>Which brands do you think are doing digital well?</h3> <p>Our clients Hobbycraft and The Entertainer are using <a href="https://econsultancy.com/blog/67944-how-the-entertainer-uses-personalised-dynamic-email-content">dynamic product swap and personalisation</a> in their emails with great success, and going beyond personalisation towards the individualisation of emails. </p> <h3>Do you have any advice for people who want to work in the digital industry?</h3> <p>In this industry there will always be something new to learn so it’s vital that anyone who wants to start also has a passion for learning.</p> <p>Digital is amazing, the possibilities are endless whether it’s email, marketing, social or contextual. Real-time interactive marketing is going to be huge, get in there!</p> <p><em>If you're looking for a new challenge in digital, see the <a href="https://jobs.econsultancy.com/">Econsultancy jobs board</a> or benchmark your own digital knowledge using our <a href="https://econsultancy.com/training/digital-skills-index-lite/">Digital Skills Index</a>.</em></p> <p><em>Alternatively, if you already work in the digital industry and would like a Day In The Life profile, you can email us via press@econsultancy.com.</em></p> tag:econsultancy.com,2008:BlogPost/68006 2016-06-28T14:04:04+01:00 2016-06-28T14:04:04+01:00 ASOS recovers from website downtime with agile email Ben Davis <p>ASOS must be credited for turning a crisis into an opportunity with its <a href="https://econsultancy.com/reports/email-census/">email marketing</a>.</p> <h3>The crisis</h3> <p>The ASOS website and app were down for more than 12 hours on Friday, prompting many to suggest <a href="https://econsultancy.com/blog/68001-how-will-brexit-impact-digital-businesses-and-marketers/">Brexit had begun its wrathful decimation of business</a> and society.</p> <p>In fact, it was apparently due to a power outage at a third-party data centre.</p> <p>More practically, this crash will have a led to a number of stalled orders, including checkout fails that are naturally the nightmare scenario in ecommerce, as is such a long period offline.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">I don't want to say that this is the apocalypse, but asos is down</p> — Kristina (@KrisAtomic) <a href="https://twitter.com/KrisAtomic/status/746203956804620293">June 24, 2016</a> </blockquote> <h3>The response</h3> <p>The website and app were back up again on Saturday and this morning ASOS sent the below email out to its registered shoppers with the subject line 'Sorry, can we make it up to you?'</p> <p>A 10% discount for one day was offered to all shoppers. </p> <p>It was a simple thing to do, but the right thing to do and <a href="https://econsultancy.com/training/courses/online-copywriting/">the copywriting</a> within helps to keep things light - saying ‘yes, even on sale items!’ and using BIGTHANKS10 as the discount code, showing the retailers gratitude for the patience of its customers.</p> <p>Though email is well-known as <a href="https://econsultancy.com/blog/63747-why-more-emails-at-christmas-almost-always-means-more-money/">the best tactic</a> to give an uptick in sales (and something <a href="https://econsultancy.com/blog/65581-asos-sales-emails-are-excellent-but-are-they-too-frequent/">ASOS uses a lot of</a>), and the discount code offers added incentive, this isn’t a cynical tactic from ASOS - it is what all retailers should do after service failure.</p> <p><img src="https://assets.econsultancy.com/images/0007/6568/Screen_Shot_2016-06-28_at_09.19.36.png" alt="asos email" width="500"> </p> <h3>The wider problem</h3> <p>However, though ASOS is a unicorn and rightly <a href="https://econsultancy.com/blog/67950-eight-ecommerce-checkout-design-features-that-make-asos-great/">praised for its UX</a>, a quick look at Trustpilot shows that ASOS is poor when it comes to service fulfillment.</p> <p>A rating of 3.8 out of 10 from nearly 2,000 reviews. Yes, aggrieved customers can be more vocal than the satisfied, but this is still an alarming figure.</p> <p>ASOS does not offer a phone number for customer service and this is often a sore point for digital pureplays, where customers cannot go into store.</p> <p>Customers often complain that social media service is slow in coming, and the retailer was recently suspected of using a bot to reply to Facebook complaints.</p> <p><img src="https://assets.econsultancy.com/images/0007/5401/Screen_Shot_2016-05-27_at_09.53.03.png" alt="asos automated" width="400"></p> <p>As much as ASOS is lauded for slick UX, many customers feel that as soon as something goes wrong, that experience falls down.</p> <p>It's a complaint made of many other auspicious brands - <a href="https://uk.trustpilot.com/review/www.johnlewis.com">John Lewis springs to mind</a> and its delivery service.</p> <p>What this shows is how difficult it is to align service levels across many departments in a big company.</p> <p>ASOS is very good at marketing, as shown by its response to Friday's outage, but the challenge for pureplays, day to day, is how to generate customer love <em>despite</em> something going wrong, via a proactive customer service department.</p> <p>This is where brands such as AO.com excel - even <a href="https://uk.trustpilot.com/review/www.ao.com">responding to unsatisfied customers</a> on the Trustpilot website - and is a mark of joined up organisations focusing on lifetime value over pure sales volume (despite selling tertiary goods).</p> <p>Some of ASOS's customer service issues may be explained by fast international expansion (and <a href="https://econsultancy.com/blog/67735-five-reasons-asos-is-pulling-out-of-china/">contraction in some areas</a>), and one would hope that after rapid growth, the retailer looks to offer a world-beating customer service proposition as the cherry on the cake.</p> tag:econsultancy.com,2008:BlogPost/67981 2016-06-28T11:33:04+01:00 2016-06-28T11:33:04+01:00 How three of the UK’s biggest department stores are promoting summer sales online Nikki Gilliland <p>Department stores are a big draw for consumers looking for a bargain, offering a vast array of discounts across categories ranging from homeware to fashion.</p> <p>With added convenience (because where else can you buy a £2 hat <em>and</em> a £200 handbag) retailers focus heavily on getting people to buy online.</p> <p>I’ve chosen three popular stores that are fairly similar when it comes to price and demographic.</p> <p>The department stores:</p> <ul> <li>House of Fraser</li> <li>John Lewis</li> <li>Debenhams</li> </ul> <p>Here’s how they are enticing shoppers online this summer.</p> <h3>Homepage design</h3> <p>All three stores have recently re-designed their homepages, specifically to highlight summer sale events.</p> <h4>House of Fraser</h4> <p>To me, the example that stands out as the most appealing is House of Fraser.</p> <p>The 'Big Brand Sale' headline evokes the sense that it is a limited event, and the ‘up to 50% off’ offer is certainly eye-catching.</p> <p><img src="https://assets.econsultancy.com/images/0007/6326/House_of_Fraser_homepage.PNG" alt="" width="780" height="498"></p> <p>Alongside brand logos, the homepage showcases a good mix of categories included in the sale, using feature-style editorials to create an attractive and easy-to-navigate experience.</p> <p><img src="https://assets.econsultancy.com/images/0007/6344/House_of_Fraser_editorial.PNG" alt="" width="780" height="588"></p> <h4>Debenhams</h4> <p>Its competetor, Debenhams, also chooses to focus on a large and enticing offer, promoting its savings of ‘up to half price*’. </p> <p>While the inclusion of the asterisk is somewhat off-putting – signalling to the consumer that the discounts might not be as good as they sound - its transparency is still appreciated.</p> <p>The visibility of delivery charges provides further enticment.</p> <p>Unlike House of Fraser's single image, Debenhams uses a <a href="https://econsultancy.com/blog/61995-carousels-on-ecommerce-sites-are-they-worth-bothering-with/">carousel</a> to highlight a few categories - however, the imagery and category choice does seem a little geared towards women. </p> <p>Similarly, the ‘Top Deals’ section showcases greater variety, but rather bold design does feel a little too in-your-face, and could prove off-putting for anybody uninterested in the sale.</p> <p><img src="https://assets.econsultancy.com/images/0007/6340/Debenhams_top_deals.PNG" alt="" width="780" height="332"></p> <h4>John Lewis</h4> <p>Taking a different tack, John Lewis’s homepage concentrates on a slicker hero image.</p> <p><img src="https://assets.econsultancy.com/images/0007/6328/John_Lewis_homepage.PNG" alt="" width="780" height="614"></p> <p>By choosing to focus on the tagline of ‘More of what you love for less’, it effectively conveys a focus on the customer, as opposed to just shifting attention to the sale.</p> <p>Its ‘Top Offers’ section - while similar to Debenhams – is subtler, including extra filtering options to point consumers to specific categories.</p> <h3>The size of sale</h3> <p>Sales can often be a bit hit or miss. While some sites might offer a limited number of sale items, others like to include as many as possible.</p> <p>To make a comparison of size, I sorted each website into a specific category – namely ‘Women’s Dresses’ and ‘Size 10’.</p> <p>Amount of products returned:</p> <ul> <li>House of Fraser – 4,291</li> <li>Debenhams – 1,959</li> <li>John Lewis – 1,019</li> </ul> <p>Carrying more brands than its competetors, it’s unsurprising that House of Fraser has the largest amount of sale items.</p> <p>However, bigger doesn't necessarily mean better.</p> <p>According to research, big sales can often backfire, as consumers suffer from increased mental fatigue and <a href="https://econsultancy.com/blog/64254-want-more-sales-give-consumers-fewer-options/">less inclination to commit to a purchase</a>.</p> <p>As someone who often decides against shopping online at House of Fraser due to the sheer amount of products to trawl through, I’m definitely drawn to the select amount on offer at Debenhams.</p> <p>But why not John Lewis?</p> <p>I’m not entirely sure, but perhaps it’s related to the retailer insisting on calling its sale a ‘clearance’.</p> <p><img src="https://assets.econsultancy.com/images/0007/6331/John_Lewis_Clearance.PNG" alt="" width="403" height="584"></p> <p>Though this clarification is intended to provide a greater sense of exclusivity, it doesn't provide any more benefits for customers.</p> <p>So, essentially, it's still just a sale.</p> <h3>Calls-to-action &amp; navigation</h3> <p>When it comes to <a href="https://econsultancy.com/blog/63462-ecommerce-product-pages-where-to-place-30-elements-and-why/">product pages</a>, there’s not much difference between the three sites in terms of extra incentive.</p> <p>Each department store highlights prices before the sale, using big bold typography to advertise the discounted value.</p> <p>Marginally better than the others, Debenhams also includes the amount saved, which does allow for greater insight at-a-glance.</p> <p><img src="https://assets.econsultancy.com/images/0007/6332/Debenhams_saving.PNG" alt="" width="390" height="229"></p> <p>One aspect of the John Lewis site which I particularly like is the ability to filter by sale percentage.</p> <p>Allowing the user to quickly and easily find the most discounted items, it’s certainly the best filtering feature I have come across.</p> <p><img src="https://assets.econsultancy.com/images/0007/6334/John_Lewis_sale_filter.PNG" alt="" width="780" height="514"></p> <p>In terms of navigation, while Debenhams and John Lewis choose to include a dedicated sale page, both drop-down menus feel far too cluttered.</p> <p><img src="https://assets.econsultancy.com/images/0007/6336/Debenhams_drop_down_menu.PNG" alt="" width="780" height="431"></p> <p>On the other hand, House of Fraser’s subtle yet effective ‘Sale’ sections in the drop-down menu ensures that the user knows exactly where to look for offers.</p> <p><img src="https://assets.econsultancy.com/images/0007/6335/House_of_Fraser_dropdown.PNG" alt="" width="780" height="428"></p> <h3>In conclusion...</h3> <p>While there isn't much to differentiate between the department stores in terms of strategy, House of Fraser's simple navigation and editorial-style certainly makes it the most appealing online sale out of the three.</p> <p>It might offer a mind-boggling amount of items, but with other sites being completely overtaken by sales promotion, it manages to maintain some sense of decorum at least.</p> tag:econsultancy.com,2008:BlogPost/67944 2016-06-27T14:30:00+01:00 2016-06-27T14:30:00+01:00 How The Entertainer uses personalised, dynamic email content Ben Davis <p>There hasn't been big growth of the database, the team has simply sent "better messages to the same people and got a better result".</p> <h3>Recommendations</h3> <p>Previously, only 14% of online customers made a repeat purchase, so The Entertainer targeted greater personalisation in order to tempt customers back.</p> <p>This was partly enabled by a recommendations engine, <a href="http://www.smartfocus.com/">Smartfocus</a>, that gathers customer data as they browse and order from the ecommerce site.</p> <p>However, with buyers purchasing gifts for others, recommendations can be a tricky prospect. The Entertainer attempts to get round this with its 'Birthday Club'.</p> <p>Rob explains that parents are asked "who they’re buying for and when their birthday is and are then provided recommendations based on what a child that age might like.</p> <p>"Previous behavior isn’t a guarantee of what a customer wants to buy now, so we can be far more useful by targeting the occasion and the recipient of the gift."</p> <p>It's this mix of behaviour-driven and content-driven email that proves successful.</p> <p><img src="https://assets.econsultancy.com/images/0007/6353/Screen_Shot_2016-06-22_at_08.59.52.png" alt="present finder" width="400"></p> <h3>Dynamic content</h3> <p>The Entertainer now uses dynamic content in email, which is agile and therefore relevant at the time of open.</p> <p>"The information you used to set up your email two days ago might not be the best information when the email is opened," said Rob.</p> <p>"If you know customers aren’t going to look at every single one of your emails, you need to offer them the very best message when they do choose to interact with your brand."</p> <p><a href="https://econsultancy.com/blog/64792-agile-creative-the-future-of-email/">Uses of this dynamic content are varied</a> across the industry, from targeting a user with an Android or iOS app download message dependent on device, to targeting content geographically via IP addresses, to time-sensitive offers.</p> <p>In the case of The Entertainer, a live price feed is one of the dynamic elements added to email. Rob explains the rationale behind this:</p> <p>"To offer our customers the best possible value we change hundreds of prices a week, often at short notice.</p> <p>"Because our platform offers automated product recommendations, we need a live feed price feed to make sure our emails are accurate whenever they’re opened."</p> <p><img src="https://assets.econsultancy.com/images/0007/5996/monday_am.png" alt="entertainer live email" width="300">  <img src="https://assets.econsultancy.com/images/0007/5997/monday_pm.png" alt="entertainer live email" width="300"> </p> <p>And, of course, dynamic email content wouldn't be dynamic email content without the ubiquitous countdown timer.</p> <p>However, as far as implementations go, The Entertainer's is perhaps the most joyous and feels like a natural use of the feature - counting down the days to Christmas.</p> <p>Whether instilling fear in present-buying adults or wonder in expectant children, you can see the advantages of such a tactic.</p> <p><img src="https://assets.econsultancy.com/images/0007/5998/countdown.png" alt="live countdown" width="450"></p> <h3>What's next? </h3> <p>One may think that improved email functionality dictates a greater workload, given strategic considerations such as more content creation and more testing and learning.</p> <p>However, as is often the case when legacy technology is replaced, efficiency can allow staff to refocus.</p> <p>Rob says that "building emails is quicker and easier, so time that was previously spent doing the legwork can now be spent on analysis."</p> <p>As for the future of dynamic content, psychographic targeting on social media is one area Rob expects to be big.</p> <blockquote> <p>I think social will be the area where dynamic content really takes off. If you set your Facebook status to 'engaged', you quickly see the potential for brands to serve relevant content to consumers as you’ll be inundated with ads for wedding services.</p> <p>But it’s a bit of a blunt instrument at the moment and I think this will become much more sophisticated and engaging in the future.</p> </blockquote> <p>Targeting and retargeting segments across email, social and website is certainly becoming the reality of conversion.</p> <p>For more on dynamic content, read the following:</p> <ul> <li> <a href="https://econsultancy.com/blog/66407-think-you-have-your-dynamic-prospecting-sorted/">Think you have your dynamic prospecting sorted?</a> </li> <li> <a href="https://econsultancy.com/blog/67516-four-video-campaigns-that-used-dynamic-creative/">Four video campaigns that used dynamic creative</a> </li> <li><a href="https://econsultancy.com/blog/67554-2016-the-year-of-programmatic-creative/">2016. The year of programmatic creative? </a></li> <li> <a href="https://econsultancy.com/blog/65327-why-dynamic-pricing-is-a-must-for-ecommerce-retailers/">Why dynamic pricing is a must for ecommerce retailers</a> </li> </ul> tag:econsultancy.com,2008:WebinarEvent/819 2016-06-09T09:59:36+01:00 2016-06-09T09:59:36+01:00 Email Best Practice <p>Exclusive to our Enterprise and Small Business subscribers, Econsultancy's Trends Webinar for September looks at best practice within Email. This insight comes from Econsultancy's own latest research along with collated third-party data and statistics.</p> <p>This session will be hosted by Sean Donnelly, Senior Research Analyst at Econsultancy.</p> tag:econsultancy.com,2008:BlogPost/67895 2016-06-01T11:44:43+01:00 2016-06-01T11:44:43+01:00 How Wish uses 'aggressive' automated email in ecommerce Ben Davis <h3>Day three: basket abandonment</h3> <p>Below is the second email I received (the first on day one was a welcome email and chiefly for email address verification). It points me towards an item I left in my basket.</p> <p>One slight problem with Wish's time sensitive offers is the fact that here is a product <a href="https://assets.econsultancy.com/images/0007/5259/instant_2.PNG">I had viewed at £8</a> when I used the app a few days ago. Now Wish is pushing it back to me at £9.</p> <p>Granted, both prices are fairly reasonable, but it does show a potential downside to the discount model.</p> <p>Elsewhere in the email, it's interesting that Wish has attached a YouTube haul video. The video shows a makeup haul, which isn't best suited for me.</p> <p>Wish knows my gender, it asked me during the signup process, but has likely added this video to all such emails, regardless of gender.</p> <p>The retailer may well be promoting its YouTube content here to re-emphasise its value proposition. The haul videos stress that the products are cheap but their quality is adequately good.</p> <p>For a new(ish) platform with a slightly unusual UX, <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/">social proof</a> is important to tempt first-time users back into the app.</p> <p><img src="https://assets.econsultancy.com/images/0007/5482/Screen_Shot_2016-05-31_at_13.43.45.png" alt="wish email" width="450"></p> <h3>Day four: browsing follow-up</h3> <p>I had browsed a range of trainers on the Wish app, so was slightly surprised this follow-up email focused on sandals. Indeed, the showcased products seem to be mostly shoes.</p> <p>Despite this slight confusion in categories, I liked the format of the email, with simple product images that are all individually linked to product pages, or the option to see the full collection.</p> <p>Notice the email subject tackles the topic of 'creepiness' head on, telling me what I've been browsing. This is smart - recognising the elephant in the room means Wish mitigates any customer unease.</p> <p><img src="https://assets.econsultancy.com/images/0007/5483/Screen_Shot_2016-05-31_at_13.46.59.png" alt="wish email" width="450"></p> <h3>Day four: trending products &amp; recommendations</h3> <p>On day four Wish also sent me the email below, which I've split into two images.</p> <p>It's a classic bit of <a href="https://econsultancy.com/reports/email-census/">email marketing</a>. Some gender-specific products are surfaced (the wallets category), as are recommendations similar to my wishlist (where I had liked a watch strap) and links to other categories are provided.</p> <p>The footer promotes the Wish app, which by day four I had deleted.</p> <p>As far as I'm aware, there's no way to find out if a user has deleted an iOS app, but I can't rule out Wish having some kind of work-around here.</p> <p><img src="https://assets.econsultancy.com/images/0007/5500/Screen_Shot_2016-05-31_at_14.23.20.png" alt="email from wish" width="300">  <img src="https://assets.econsultancy.com/images/0007/5494/Screen_Shot_2016-05-31_at_14.23.42.png" alt="wish email" width="300"></p> <h3>Day six: more trending products and recommendations (effectively a non-open resend)</h3> <p>Another recommendation email next.</p> <p>Though I didn't engage with the first email, <a href="https://econsultancy.com/blog/63747-why-more-emails-at-christmas-almost-always-means-more-money/">studies have shown email resends to non-opens</a> to be a successful tactic, so Wish obviously sees the same with its testing.</p> <p>This isn't a resend per se, but the email layout and half of the content matches very closely to day four's email.</p> <p><img src="https://assets.econsultancy.com/images/0007/5503/Screen_Shot_2016-05-31_at_15.06.30.png" alt="wish email" width="300">  <img src="https://assets.econsultancy.com/images/0007/5502/Screen_Shot_2016-05-31_at_15.06.54.png" alt="wish email" width="300"></p> <h3>Day six: wishlist reminder</h3> <p>I had added a watch strap to my favourites and six days later Wish sent me the email below.</p> <p>The delay was smart, being time enough for me to have potentially bought the watch strap. Sending a reminder too soon may have put me off.</p> <p>The email subject line is impressive, personalised to the product I had favourited.</p> <p>If these <a href="https://econsultancy.com/blog/64878-45-words-to-avoid-in-your-email-marketing-subject-lines/">subject lines</a> are automated, there must have been extensive copywriting or <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">a machine learning algorithm</a> involved in the original setup.</p> <p><img src="https://assets.econsultancy.com/images/0007/5504/Screen_Shot_2016-05-31_at_15.13.54.png" alt="wish wishlist reminder" width="450"></p> <h3>Conclusion</h3> <p>Though I have called Wish's automated email 'aggressive' I don't think that's a bad thing. The retailer's whole strategy is about encouraging time in app as well as impulse buys.</p> <p>As we know from some studies, <a href="https://econsultancy.com/blog/62997-send-more-email-make-more-money">more email means more money</a>. </p> <p>It's an effective channel that, though it may serve to annoy the one-off customer, does much to encourage <a href="https://econsultancy.com/blog/64481-finding-your-best-customers-with-the-rfm-matrix">high-value customers</a> to purchase.</p> <p>From a marketing automation point of view, it's great to see a retailer investing heavily in this area given that many <a href="https://econsultancy.com/blog/67815-why-marketers-are-failing-to-make-the-most-of-automated-emails">marketers are failing to make the most of triggered emails</a>.</p> tag:econsultancy.com,2008:BlogPost/67872 2016-05-31T10:42:05+01:00 2016-05-31T10:42:05+01:00 Email newsletter sign-ups: How fashion brands welcome new subscribers Nikki Gilliland <p>As a result - and as our <a href="https://econsultancy.com/reports/email-census/">Email Marketing Census</a> highlights - almost three-quarters of companies now rate email marketing as delivering an excellent ROI.</p> <p>But are retailers really using emails to excellent effect?</p> <p>From data capture to saying hello, here’s a look at the email sign-up process offered by a range of online retailers.</p> <p>Let’s start with the best of the bunch.</p> <h3>Gap</h3> <p>Long sign-up forms can be off-putting, especially when it stretches to birthday or category preferences.</p> <p><img src="https://assets.econsultancy.com/images/0007/5187/Gap_Sign_Up.PNG" alt="" width="564" height="557"></p> <p>Despite Gap’s longer-than-average form, signing up turns out to be worth the effort.</p> <p>With an impressive 20% discount for new customers, Gap delivers one of the most generous welcomes around.</p> <p>By not giving away the offer before the customer signs up, yet making it the surprise focal point of the email, it demonstrates how a brand can capture customer loyalty from the get-go.</p> <p>Actively promoting the 20% discount might increase sign ups, but it might also just attract one-time bargain hunters.</p> <p><img src="https://assets.econsultancy.com/images/0007/5188/Gap_Email.PNG" alt="" width="640" height="918"></p> <h3>ASOS</h3> <p>Unlike Gap, ASOS just can’t resist promoting its incentive of a 15% discount.</p> <p><img src="https://assets.econsultancy.com/images/0007/5191/ASOS_Sign_Up.PNG" alt="" width="790" height="381"></p> <p>An upfront approach that suits a similarly in-your-face brand, ASOS is all about cool design and <a href="https://econsultancy.com/training/courses/online-copywriting/">clever copywriting</a>. </p> <p>With playful language like “No likey – no problem” – the emails speak to a clear demographic. </p> <p>Despite this potentially polarising <a href="https://econsultancy.com/blog/67268-how-to-achieve-the-right-tone-of-voice-for-your-brand/">tone of voice</a>, anyone agreeing to receive a ‘fash-tastic’ newsletter surely knows what they’re signing up for.</p> <p><img src="https://assets.econsultancy.com/images/0007/5192/ASOS_Email.PNG" alt="" width="700" height="802"></p> <h3>Joy</h3> <p>Calling anything a ‘club’ makes it seem far more exclusive than it actually is. </p> <p>By playing up to this angle as well as including an additional incentive of a £250 prize, Joy’s email sign up is one of the most attractive examples.</p> <p><img src="https://assets.econsultancy.com/images/0007/5195/Joy_Sign_Up.PNG" alt="" width="790" height="600"></p> <p>Likewise, so is its welcome email.</p> <p>Showcasing four reasons to love being part of the Joy club (using a rather fancy flashing design), the email combines pleasing graphics with concise, easy-to-read copy.</p> <p>A joyful experience all round.</p> <p><img src="https://assets.econsultancy.com/images/0007/5196/Joy_Email.PNG" alt="" width="620" height="882"></p> <h3>Reiss</h3> <p>The welcome email is not always about offering money off. </p> <p>With two-fifths of companies now indicating that content personalisation is part of their email strategy, a more bespoke experience is proving to be just as effective.</p> <p>With a slick magazine-style format, Reiss’s welcome email is geared around ‘reasons to love’ the brand.</p> <p>From wishlists to personal shopping, it’s all about helping the consumer find exactly what it is they want. </p> <p>The beautiful girl helps too, obviously.</p> <p><img src="https://assets.econsultancy.com/images/0007/5197/Reiss_Email_1.PNG" alt="" width="660" height="822"></p> <p><img src="https://assets.econsultancy.com/images/0007/5198/Reiss_Email.PNG" alt="" width="670" height="712"></p> <h4>Now, onto the worst culprits...</h4> <h3>Anthropologie</h3> <p>A retailer that’s better known for homeware rather than fashion – Anthropologie is rather cheeky when it comes to getting new customer sign-ups in the bag.</p> <p>First, a tiny call-to-action at the bottom of the screen results in this enticing pop-up.</p> <p><img src="https://assets.econsultancy.com/images/0007/5184/Anthro.PNG" alt="" width="590" height="424"></p> <p>After you have entered your address, a welcome email will arrive in your inbox, complete with a subject line promising ‘the start of something beautiful’.</p> <p>Sounds delightful so far. But here’s where it gets a little odd.</p> <p>Despite the fact that you’ve already given away your email, it again prompts you to ‘sign up now’ in order to enjoy free delivery and returns.</p> <p><img src="https://assets.econsultancy.com/images/0007/5185/Anthro_Email.PNG" alt="" width="650" height="872"></p> <p>Wait – what? I thought I already did?</p> <p>Oh, but I didn’t give you ALL my details. I see what you did there.</p> <p>Well played.</p> <p><img src="https://assets.econsultancy.com/images/0007/5186/Anthro_Sign_Up_2.PNG" alt="" width="750" height="657"></p> <h3>Monki</h3> <p>When you’re used to receiving bright, image-heavy brand emails, receiving a text-only welcome feels a little strange. </p> <p>Like, are we in 2005 or something?</p> <p>A fairly kooky brand, Monki plays it similarly cool when it comes to emails subscribers.</p> <p>With a basic black and while sign up form, and a similarly bland welcome email, the brand has clearly opted for a minimalistic style.</p> <p>Either way, I guess it’s hard to argue with 10% off.</p> <p><img src="https://assets.econsultancy.com/images/0007/5199/Monki_Sign_Up.PNG" alt="" width="510" height="333"></p> <p><img src="https://assets.econsultancy.com/images/0007/5201/Monki_Email.PNG" alt="" width="750" height="453"></p> <h3>River Island</h3> <p>Unlike Monki, River Island has a high street presence that’s hard to ignore. Much like its website, it is full of beautiful people wearing beautifully bright and catwalk-inspired clothes.</p> <p>Its emails on the other hand are a little confused.</p> <p>With a text-only ‘hello’ – and merely a vague promise of ‘exclusive promotions’ and ‘early previews’ - the initial 'welcome' email seems strangely at odds with a brand that has an <a href="https://twitter.com/riverisland">otherwise vibrant presence</a> on social media.</p> <p><img src="https://assets.econsultancy.com/images/0007/5202/River_Island_Email.PNG" alt="" width="752" height="671"></p> <p>As it turns out, this is only the sign-up confirmation.</p> <p>But it's still a little hard to get excited about the real one when it arrives days later.</p> <p><img src="https://assets.econsultancy.com/images/0007/5219/River_Island_Welcome.PNG" alt="" width="690" height="542"></p> <h3>Zara</h3> <p>Usually a fail-safe shopping experience, you'd expect more from Zara.</p> <p>Yet, not only is this email another boring example of a text-only template, but it also sends out a link requiring confirmation of the subscription beforehand.</p> <p>Not that there’s anything majorly wrong with brands taking this step – but considering the extra effort required, the uninspired welcome barely seems a fair reward.</p> <p><img src="https://assets.econsultancy.com/images/0007/5203/Zara_Sign_Up.PNG" alt="" width="484" height="444"></p> <p><img src="https://assets.econsultancy.com/images/0007/5204/Zara_Confirmation.PNG" alt="" width="733" height="336"></p> <h3>In conclusion...</h3> <p>From this small selection, we can evidently see how some brands are failing to make use of welcome emails.</p> <p>Monki and Zara demonstrate just how uninspiring a poorly designed email can be.</p> <p>On the other hand, the likes of Joy and ASOS show that it’s not rocket science either.</p> <p>Ultimately, brands need to realise that getting someone to sign up is not the end of the story. It’s only just the beginning. </p> <p>A consistent tone of voice, slick design, and curated content are all ways of keeping the customer interested long term.</p> <p>That, and a bit of money off never hurts.</p> tag:econsultancy.com,2008:BlogPost/67891 2016-05-27T15:36:30+01:00 2016-05-27T15:36:30+01:00 Personalisation can lift push notification open rates by up to 800%: Study Patricio Robles <p><a href="https://econsultancy.com/blog/66851-five-tips-for-reducing-mobile-app-churn/">Push notifications can be an effective tool in the fight against churn</a>, and <a href="https://econsultancy.com/blog/65342-mobile-push-notifications-an-effective-but-underused-marketing-channel/">an effective marketing channel generally</a>, but cutting through the clutter can be tricky given the proliferation of apps using push notifications.</p> <p>Fortunately, <a href="https://segment.com/blog/push-notification-study-analysis/">according to</a> mobile marketing platform <a href="https://www.leanplum.com/">Leanplum</a>, marketers can increase their push notification opens dramatically by employing personalisation.</p> <p>By just how much? After analysing more than 1.5bn push notifications sent between January 2015 and March 2016 by apps large and small, <strong>the company found that certain kinds of personalisation can increase open rates by a whopping 800%.</strong></p> <p>Specifically, Leanplum looked at four different factors that seemed to impact push notification opens and suggested that:</p> <blockquote> <p>If you can personalize any combination of [these] factors...there’s a good chance you’ll see high user engagement.</p> </blockquote> <h3>Platform</h3> <p>There are significant differences between how push notifications work on iOS versus Android.</p> <p>For example, on iOS, push notifications disappear when a user unlocks the screen on her device.</p> <p>Whereas on Android, push notifications remain present until a user takes action to remove them.</p> <p>Additionally, on iOS, users must opt in to push notifications whereas on Android push notification permission is opted in to by default.</p> <p>Consequently, just 42% of iOS users opt in to push notifications.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/5399/leanplum1-blog-flyer.png" alt="" width="470" height="322"></p> <p>Likely because of these platform differences, push notifications are opened on Android at double the clip as iOS, but they aren't opened as quickly.</p> <p>In fact, on average, iOS push notifications are opened within 10 minutes compared to nearly 50 minutes on Android. Here too, differences between user experience on these two platforms likely drive different behavior among users.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/5398/leanplum2-blog-flyer.png" alt="" width="470" height="344"></p> <p>With these figures in mind, companies looking to maximise their open rates should explore segmenting by platform and seeing how specific personalisation techniques work on each platform.</p> <h3>Content</h3> <p>Not surprisingly, <strong>personalising the content of push notifications can deliver a 4x lift on open rates</strong>, boosting the 1.5% average open rate seen with generic notifications to a much more respectable 5.9%.</p> <p>There are numerous ways to add personalisation – incorporation of a customer's name, gender, an event or action that she took, etc.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/5400/leanplum3-blog-flyer.png" alt="" width="470" height="311"></p> <p>Interestingly, while personalised push notifications are much more likely to be opened, users will often wait longer to open them.</p> <p>The median time to open a generic message is over 25% higher, but as Leanplum notes, this isn't necessarily a bad thing:</p> <blockquote> <p>If a user receives a generic message at an inopportune time, they may dismiss it without a second thought. However, a user may react differently if they receive a relevant message tailored to an action they want to take, also during an inopportune time.</p> <p>That person may instead wait for a more appropriate time in their schedule to open the message.</p> </blockquote> <h3>Delivery Type</h3> <p>Timing is everything, and that's true when it comes to push notification open rates. Many companies schedule their blasts, but this fails to deliver the best results.</p> <p>Even when time zones are taken into account, cultural differences often mean that scheduled delivery doesn't maximise opens.</p> <p>Instead, according to Leanplum, companies that use machine learning algorithms "which accounts for users’ individual engagement patterns" produce far greater open rates.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/5403/leanplum4-blog-flyer.png" alt="" width="470" height="391"></p> <p>Not surprisingly, fewer companies are using such a sophisticated technique to time push notification deliveries.</p> <p>But applying an algorithm isn't the most effective approach.</p> <p>Leanplum says that distinction belongs to behavior-based delivery, which involves sending push notifications in response to specific actions users take.</p> <p>For example, a travel app might deliver a push notification when a customer books a flight, or a music app might notify a user when new music from a favorite artist becomes available.</p> <p>Less than 100m of the more than 1.5bn messages Leanplum analysed were based on behavior, but the open rate for these push notifications was 8% – <strong>a massive 800% greater than generic notifications sent immediately.</strong></p> <p>This suggests that companies taking advantage of behavior-based delivery may be able to realise an unfair advantage, at least for the time being.</p> <h3>Geography</h3> <p>Finally, Leanplum found that users in North America opened push notifications at a higher rate, and more quickly. The company notes...</p> <blockquote> <p>One theory for North America’s quick opens: the majority of North American apps send all push notifications at one time, rather than delivering them during localized times for users around the world. </p> </blockquote> <p>This is a reminder of the importance of personalisation that takes into account user locations despite the fact that notifications scheduled by time zone still underperformed compared to those scheduled by algorithm or behavior.</p> tag:econsultancy.com,2008:BlogPost/67773 2016-04-22T11:30:00+01:00 2016-04-22T11:30:00+01:00 10 funky digital marketing stats from this week Ben Davis <h3>YouTube ROI is higher than TV in 77% of campaigns</h3> <p>This research was widely reported this week; Google's latest attempt to lure TV ad spend to <a href="https://econsultancy.com/blog/66784-five-tips-to-maximise-time-spent-with-online-video/">online video</a>.</p> <p>A meta-analysis of 56 case studies across eight countries showed that advertising on YouTube delivered a higher ROI than TV in 77% of cases.</p> <p>Looking in-depth at 17 of these case studies, 80% were recommended to more than double spend on YouTube ads.</p> <p>The research was carried out with a range of partners, the following carried out by Kantar Worldpanel using media mix modelling:</p> <ul> <li>Mars UK ran a Snickers campaign in summer 2015. Testing the mix of TV and online video activity in order to maximise in-store sales, the results showed that YouTube delivered more than double the ROI of TV for each pound spent.</li> <li>Danone’s French campaign for Danette desserts saw an ROI two to three times higher for YouTube than TV for every Euro spent. 7% of the sales were attributable to the online video activity.</li> </ul> <h3>Brits are 63% more likely to open an email with an emoji</h3> <p>Mailjet's research was conducted on a 15,000 strong sample of its database.</p> <ul> <li>In the US, the average increase in open rate from <a href="https://econsultancy.com/blog/66399-can-emojis-in-page-titles-increase-google-ctrs">emojis</a> drops to 43%.</li> <li>'Face with tears of joy' was the most successful emoji, generating an open rate of 41%.</li> <li>Average open rates fell by 11% among French recipients, showing that perhaps emoji are not the answer to every problem.</li> </ul> <p>At time of going to press, I don't have the raw data or methodology for this study, so although it's an interesting topic, you'll have to watch this space for a link.</p> <p><em><img src="https://assets.econsultancy.com/images/0007/4203/word.png" alt="word of the year" width="500"></em></p> <p><em>It would seem 'face with tears of joy', the Oxford English Dictionary word of the year, may also be an effective marketing weapon.</em></p> <h3>Cost of poor content</h3> <p><a href="http://www.shotfarm.com/product-information-report/">Shotfarm</a> has produced a report on product information, looking at how product content affects online sales.</p> <p>The survey of 1,500 consumers revealed the following:</p> <ul> <li>78% of consumers said product information is very important when making a purchase decision.</li> <li>42% of consumers have returned an online purchase in the past year due to poor product content.</li> <li>56% of consumers have abandoned their online shopping cart due to poor product descriptions or low-quality images.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4215/Screen_Shot_2016-04-22_at_08.37.54.png" alt="shotfarm product report" width="615"></p> <h3>33% of marketers admit company culture is a barrier to digital investment</h3> <p>Econsultancy's <a href="https://econsultancy.com/reports/marketing-budgets-2016/">Marketing Budgets Report 2016</a>, sponsored by Oracle, includes some fascinating data from the seventh year of the study.</p> <p>72% of the 500 marketing and agency respondents said they would be increasing digital marketing budgets in 2016. This was slightly down on last year (79%).</p> <p>Other findings include:</p> <ul> <li>16% are decreasing paid media spend, compared to 9% in 2015.</li> <li>33% of marketers admit company culture is a barrier to digital investment.</li> </ul> <p>The chart below shows how 2016's respondents seem to be less confident in a number of areas including working towards cohesive customer experiences, breaking down internal silos, achieving boardroom buy-in and innovating.</p> <p>On the brighter side, 54% are planning to recruit more people into their digital teams next year (compared to 51% last year).</p> <p><img src="https://assets.econsultancy.com/images/0007/3923/Screen_Shot_2016-04-13_at_17.43.14.png" alt="marketing spend plans" width="615"></p> <h3>Under 35s account for 55% of mobile searches</h3> <p><a href="http://www.slideshare.net/bingads/seizing-the-mobile-opportunity-uk-mobile-insights-2016">Data from Bing search trends</a> have revealed the following changes:</p> <ul> <li>The number of questions asked on smartphones is growing by over 20% year-on-year.</li> <li>Under 35s account for more than half of smartphone queries (55%).</li> <li>Over 50s continue to dominate searches on tablets (40%).</li> <li>Women currently make six in 10 searches on smartphones and tablets.</li> </ul> <p>The chart below shows which categories see more search share on mobile.</p> <p><img src="https://assets.econsultancy.com/images/0007/4213/Screen_Shot_2016-04-22_at_08.08.15.png" alt="bing insights" width="615"></p> <h3>86% higher spend on social advertising year-on-year in Q1 2016</h3> <p>Spend on social advertising jumped 86% year-on-year (YoY) in the first quarter of 2016, boosted by a 122% rise in mobile ad spend, according to the latest quarterly global <a href="http://www.kenshoo.co.uk/digital-marketing-snapshot/">data from Kenshoo</a>.</p> <p><a href="https://econsultancy.com/blog/67020-why-instagram-should-be-the-channel-of-choice-for-marketers/">Instagram ads</a> and Facebook Dynamic Product Ads helped push social spend in the first quarter higher than that of Q4 2015, atypical for the season.</p> <p>In paid search, much of the 13% YoY growth for the quarter came from a 77% increased spend on smartphone ads.</p> <p>98% higher spend on Product Listing Ads (PLAs), generated three times more clicks than a year ago. </p> <p><img src="https://assets.econsultancy.com/images/0007/4212/Screen_Shot_2016-04-22_at_07.54.44.png" alt="social spend" width="500"></p> <p><img src="https://assets.econsultancy.com/images/0007/4211/Screen_Shot_2016-04-22_at_07.55.16.png" alt="search spend" width="500"></p> <h3>eBay.co.uk Spring spending</h3> <p>eBay Advertising sent me some stats about purchases on eBay.co.uk in May 2015, when it seems home improvement is in order.</p> <ul> <li>8m purchases were made in the Home, Furniture and DIY category - three purchases every second.</li> <li>Shoppers made 26 searches per minute for “sofa” in May 2015.</li> <li>1.4m were made in the Garden and Patio category, when searches for “BBQ” peaked at over 300,000.</li> </ul> <h3>Smartphone sales growth 101% in UK, tablets just 6%</h3> <p>The <a href="https://www.uk.capgemini.com/news/uk-news/imrg-capgemini-e-retail-sales-index-online-retail-sales-growth-rate-doubles-in-first">IMRG Capgemini e-Retail Sales Index</a> looks at ecommerce in the UK. Its Q1 2016 results revealed the following:</p> <ul> <li>15% YoY growth for Q1, over double the growth in Q1 2015 (excluding travel).</li> <li>Smartphone sales growth (101% YoY) far outstripping that of tablets (6%).</li> <li>Average basket value (ABV) increased from £77 (Q1 2015) to £81 (Q1 2016).</li> <li>The Home and Garden sector saw its highest increase (26%) since February 2014. </li> </ul> <h3>Mobile responsible for majority of traffic to top 25 UK retail sites</h3> <p>The majority of visits to the top 25 UK online retailers in Q1 2016 came via mobile (2m) as opposed to desktop (1.6m). A pattern also seen in Q4 2015.</p> <p>Very.co.uk recorded the highest mobile share (72%), followed closely by New Look (70%) and Argos (69%).</p> <p>Ebuyer.com recorded the highest desktop share (62%) followed by Ocado.com (60%) and ASOS (52%).</p> <p>Traffic sources were as follows:</p> <ul> <li>Direct traffic was responsible for 1.6bn visits (a 42% share).</li> <li>The second highest source of visits came from organic search, 1.05bn visits (29%).</li> <li>Referrals from third party websites (top two being eBay and Hot UK Deals) accounted for 709m visits (19%).</li> <li>Paid search accounted for 134m visits (4%).</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/4204/Screen_Shot_2016-04-21_at_21.51.48.png" alt="retail traffic q1 2016" width="615"></p> <h3>Ecommerce in Italy</h3> <p>Casaleggio Associati <a href="https://www.casaleggio.it/en/e-commerce/%20">presented</a> Italian ecommerce figures for the tenth year to the Milan Chamber of Commerce.</p> <p>2015 turnover is estimated at 28.8bn euros, putting growth at its highest since 2011.</p> <p><img src="https://assets.econsultancy.com/images/0007/4205/1-Ecommerce-turnover-Italy.jpg" alt="italian ecommerce" width="615"> </p> tag:econsultancy.com,2008:Report/4092 2016-04-18T14:00:00+01:00 2016-04-18T14:00:00+01:00 Marketing Budgets 2016 <h2>Overview</h2> <p>The <strong>Marketing Budgets 2016 Report</strong>, published by Econsultancy in association with <a href="https://cloud.oracle.com/marketing-cloud" target="_self">Oracle Marketing Cloud</a>, is a bellwether for the health of the marketing industry.</p> <p>It looks at the extent to which companies are increasing their budgets across a range of channels and technologies, comparing online and offline budgets while also looking at the balance between acquisition and retention marketing.</p> <p>The report compares spending trends – and ability to measure ROI – across different 'traditional' and digital channels. </p> <p>Almost 500 companies participated in this research, which took the form of an online survey during January and February 2016.</p> <h2>What you'll learn from this research </h2> <p>The report reveals marketers’ priorities for the next 12 months, while exploring the extent to which companies are committed to investing in marketing, the channels they are focusing their investment on, and the challenges they face in improving their capabilities in this area.</p> <p>As a result of collecting data and insight on the state of marketing budgets since 2010, the report allows you the opportunity to understand the results in the context of marketing budgets dating back to 2010 and any trends that have emerged.</p> <p><strong>Key findings from the report </strong></p> <ul> <li>Attitudes towards marketing budgets dip, as realities of the boardroom kick in</li> <li>Customer experience and measurability drive marketing technology spend</li> <li>Culture is stifling innovation... and the budget</li> </ul> <h2>Features of the report </h2> <p>This 54-page report looks in detail at how companies are allocating their online and offline marketing budgets in 2016. It explores the following areas:</p> <ul> <li>Marketing budget plans for 2016</li> <li>The CX impact</li> <li>Is the culture of ROI stifling innovation?</li> </ul> <h2>Who should read this report?</h2> <p>The report is essential reading for both in-house marketers and agency professionals around the world, as well as those who want to understand how marketing budgets and investment is evolving within the digital and traditional marketing fields.</p> <h2><strong>Other reports in the Modern Marketing Actionable Insights Series</strong></h2> <ul> <li><strong><a title="Marketers in the Boardroom" href="https://econsultancy.com/reports/marketers-in-the-boardroom/">Marketers in the Boardroom</a></strong></li> <li><strong><a href="https://econsultancy.com/reports/cross-channel-marketing-report/">Cross-Channel Marketing Report</a></strong></li> <li><strong><a href="https://econsultancy.com/reports/the-role-of-dmps-in-the-era-of-data-driven-advertising">The Role of DMPs in the Era of Data-Driven Advertising</a></strong></li> </ul>