Author archive for Matthew Kelleher
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Is your email marketing moving in the right direction?
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 more (revenue, that is!). 2009 was also the year triggers became central to most email strategies, mobile handsets began truly to manage email and email platforms became integrated with social media. Read more »
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The future of email marketing
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 and, thereby, results, is traditionally achieved through database segmentation or ‘RFM’ data… ie what, when and how much the customer has spent with that company, underpinned perhaps by demographic and lifestyle data. Read more »
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Top 10 Resource Sites for Online Marketing Research
RedEye Newsletter - June 2009
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 on email and web analytics.
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Online segmentation, what does it really mean?
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 online marketing in some form or fashion. I’d love to hear from you.
One of the key issues I have had in the last couple of years is defining what segmentation actually is. Does that sound dumb? It feels slightly dumb… To explain…
