Author Archives: Matthew Kelleher
Q. What is the key to relevance in email? A. Simple… it is knowing what the customer is interested in Whilst not wishing to be too prosaic, but email marketing is the pursuit of relevance. Relevant emails get read and make money; irrelevant emails go into junk or worse still get unsubscribed (and a subsequent [...]
How marketers measure email is changing and will continue to change. Where we used to look at Open and Click rates, today we are putting in place plans to measure email Lifetime Value. So what is going on?
I’ve seen a lot of advice recently suggesting that ‘recency is the key’, and all basket abandonment emails should be sent immediately. I find it quite depressing. Individuals giving this advice assume that all customers are the same. Segmentation, customer analysis, research and even good old fashioned ‘thought’ is ignored for the sake of a [...]
“You can’t use offers in Basket Abandonment emails because it trains customers to deliberately abandon”. What tosh! All marketers know that offers improve conversion. To blandly state that you can’t use an offer to improve conversion on a basket abandonment campaign is at best a lazy excuse. The solution is to analyse and segment serial [...]
Everyone is doing basket abandonment emails today… or so I thought. But I have just been proved wrong. At RedEye we are soon to launch a Benchmarking Report on Behavioural Email Marketing, but one of the standout statistics strikes me as important. According to RedEye’s own research, less than 10% of the top 100 UK [...]
Looking back, I am surprised about the speed of development and thinking amongst emailers in 2009. It seems to me that all but the most backward of mailers have finally stopped bulk sending, chided as they were by deliverability concerns. The real sea change, however, is the recognition that in email terms less is often [...]
It seems to me that there is a lot of confusion around the terms behavioural marketing and targeting, in both what they mean and how you can carry it out effectively. This is not good for the marketer searching for the right supplier. For those direct marketers out there, targeting messages to achieve greater relevance [...]
There are thousands of sites, blogs and resources out there for any online marketer looking to improve their knowledge of the industry and keep on top of new developments and ideas. However it can be difficult to know where to start. Below are my top 10 best newsletters, blogs and websites for information and inspiration [...]
Segmentation is key, central, imperative. Whether it is simple activity segmentation, or detailed RFM based segmentation, behaviourally triggered or event based – if you are not segmenting you are behind the market and loosing sales/market share. Fact. Does anyone disagree? Does anyone feel they have a long term strategy that will not require segmenting your [...]
Blog Categories
- A/B Testing (4)
- Analytics (21)
- Behavioural Email (16)
- Conversion Rate Optimisation (8)
- Data Protection (1)
- Email Marketing (29)
- Engagement (4)
- In the press (12)
- Mobile (3)
- Multi-channel marketing (3)
- Usability (8)
Services
Behavioural Email
Conversion Rate Optimisation
Email Marketing
Usability & User Experience
Mobile
