In the Press
BVG picks RedEye for behavioural email targeting
Internet Retailing – 19th January 2010
BVG-Airflo, a retailer of clothing, footwear, household and fishing tackle products, is to use RedEye’s managed behavioural email service to optimise its email marketing.
RedEye’s service allows retailers to target their email campaigns based on the behaviour of users online
Read the full article on the Internet Retailing website
Interflora launches Facebook page to gather email data
Revolution – 18th November 2009
LONDON – Interflora, the flower retail franchise, has stepped up its customer engagement strategy by launching a business page on Facebook.
Created by online behavioural marketing consultancy RedEye, the Interflora Facebook page will aim is to provide a shared community for fans of Interflora to leave comments, post photos and share feedback with each other.
Read the full article in Revolution
70% of businesses say their online conversion rate has improved this year
Internet Retailing – October 2009
Many companies are failing to take basic steps which could help them improve their online conversion rates and boost business performance, according to new research from Econsultancy and RedEye.
Despite the recession, 70% of client-side respondents said conversion rates had improved in the last 12 months. But the Conversion Report also found that a significant proportion of digital marketers (39%) are dissatisfied with their conversion rates and only a quarter of responding companies say they are satisfied.
Read the article in Internet Retailing
Last click no longer enough
Database Marketing – September 2009
Last click wins means giving all the credit for an online sale to whichever site referred a visitor at time of purchase. No credit is given to previous referrals which assist in the sale. Offline this approach is understandable, online it is downright lazy. More importantly it wastes valuable media budget. It is extraordinary that digital media are the most accountable and measurable, yet only a fraction of the available data is used. The reality is that online media such as search, display or email are still treated in silos with little meaningful integration over and above using similar creative. Integrated creative is not the same as integrated media planning. And integrated marketing requires both.
Read the full article on our blog
Left brain, right brain, digital marketing
Database Marketing – July 2009
Direct, data and digital marketing is mostly a left brain activity. We data driven marketers see the World as something that can be targeted, segmented and put neatly into boxes. Left brain thinking is all about logic, numbers, patterns and detail. Right brain thinking on the other hand is more about feelings, emotion, imagination and big picture possibilities. Being male and left brain dominant I have only recently begun to understand the power of also engaging right brain thinking. This has led me to conclude that data driven marketers are missing a major opportunity to improve their results. Let me explain.
Read the full article on our blog
The Future of Email Marketing
Revolution (Digital Bytes) – May 2009
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 the full article in Revolution
Six steps to boosting online sales conversion
Marketing Direct – May 2009
The best way to overcome the fatigue of consumers bombarded by email and improve your ROI is behavioural email, says RedEye’s Mark Patron.
Email, more so than perhaps any other channel, is having a good recession. That’s because it’s a cost-effective, fast and flexible way of getting your commercial message to interested parties. It will come as no surprise that email volumes overtook those of direct mail some time ago.
Read the full article in Marketing Direct
Q&A: Mark Patron of RedEye on integrated marketing
Econsultancy – April 2009
Mark Patron has more than 20 years of experience in data-driven marketing, formerly as the MD of Claritas (now Acxiom) and, since 2006, as the CEO of RedEye International. I’ve been talking to Mark about integrated digital marketing and the latest possibilities for behaviourally triggered email…
How has your background in offline direct marketing shaped the way you think about digital and e-commerce?
To me e-commerce and direct marketing are indistinguishable. Accountability and measurability underpin both. I’ve been in direct marketing for 22 years, with the last 10 years increasingly through digital channels.
What is particularly different about digital marketing or do the same tried and trusted business principles apply?
Speed and interactivity separate digital from the traditional channels. Digital also has a much greater reliance on technology. All of which allows for a much richer user experience.
