With online sales hitting new record highs this Christmas and New Year, email is now proving to be very important as a core revenue driving channel. However, getting it right in order to improve revenue, isn’t as simple as it sounds. It’s all too easy to just send email after email in order to produce [...]

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It sounds easy – right customer, right offer, right time and more recently right channel. As the meerkat would say… simples! So what’s the problem? Well, in the spirit of answers are easy, it’s the questions that are difficult, let’s start with some questions and challenges. Challenges First customer analytics has become much more complex [...]

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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 [...]

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Big data is exploding. According to a new report by the McKinsey Global Institute (MGI), “Big data: The next frontier for innovation, competition, and productivity”, as more and more information is collected and stored daily, we need to prepare. If not we’re going to be completely overwhelmed. The report states by 2018 there will be [...]

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Email is used by 75% of British iPhone owners, making it the most popular internet activity on the phone. (Econsultancy UK Mobile Marketing Statistics Compendium) 75% of marketers are planning to add mobile to their marketing mix. (Forrester Research) 17% of Brits are willing to buy products and services through their phones.  (Econsultancy UK Mobile [...]

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According to the annual Delivery Matters study compiled by the Royal Mail, last year online retailers in the UK lost an estimated £4 billion from shopping cart abandonment. This is up by a whopping £1.3 billion compared to the previous year. With basket abandonment being such a major problem for online businesses RedEye has pulled [...]

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The internet generates oceans of data for marketers, but little of that data is used effectively. Online marketers skim the data surface in blissful ignorance of what is really going on underneath. For example, digital marketers are rarely able to look behind the last click to accurately allocate a sale. Different media are given credit [...]

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This blog was originally posted on the DMA Email Marketing Blog. I’m often asked about the right frequency to mail an email list and the risks involved in getting it wrong. I’m not surprised really. As a revenue driving channel, email seems to be going from strength to strength. It also seems to be gaining extra [...]

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Online marketers need to do more testing. Research carried out by RedEye and Econsultancy for the 2010 Conversion Report illustrates that testing is the single most important way to improve website conversion. Companies whose conversion improved over the last 12 months carried out on average three times more website tests than those whose conversion had [...]

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“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 [...]

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