Blog
Creating an enewsletter that keeps subscribers engaged As I’ve shown with these examples, the design and layout of your email newsletter is important, but it’s the content of course, which really helps engagement. The chart below shows that online users aren’t set on shopping primarily, rather it’s learning, having fun or socializing! Source: RF Intent [...]
I believe most companies generate half the value they could from the databases they own or manage. A rare exception is Google who generate £15 per user per year. Compare that with Facebook who generate £3. Why is there such a large discrepancy and how can we be more like Google rather than Facebook? Things [...]
The internet has changed the way we shop. For the consumer we can shop 24/7 from the comfort of our own home and have goods delivered to us rather than having to go out and get them. For the retailer we can track our customers on how often they return and what they buy; measure [...]
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 [...]
For most companies, sending email in “real time” constitutes sending an email immediately after a relevant action has been made. Coming from someone that’s been sending behavioural/triggered emails for over 10 years now (it’s not the ‘new’ phenomenon many would have you believe) I’m not going to tell you “don’t send in real time” because [...]
Learning from 6 layered targeting options used by online retailers that can be applied to any business There are many different levels in sophistication of targeting for email marketing. In this post I’ll run through some of the most common examples used by retailers since I think they can often be applied to companies who [...]
Behavioural email or email re-marketing has been around in one form or another for over 10 years now. During this time one thing that has changed a lot is the timing of when to trigger specific messages. Back in 2002, when RedEye was first sending behavioural email for companies like William Hill and The AA, [...]
Developing a good email marketing strategy can be a daunting task. To help you get some perspective, here are 3 key stages to keep you on track. Develop a customer centric communications strategy. I know this can be a bit of an overused statement, but to make the email channel work in the modern environment [...]
We all know that stepping into the house of optimisation starts by planning the first test. You plan what you are going to test, launch the test, analyse the result and report the findings. And for a continuous conversion rate optimisation (CRO) programme, this circle goes on. The test plan for optimisation is key. This [...]
The first iPhone was released in June 2007 and since then we have seen a massive rise in the usage of smartphones for accessing the web. Smartphone adoption has also bought a seismic shift in how we engage with the web. According to Google’s research; 79% of smartphone consumers use their phones to help with [...]
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