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Author: Philip Storey

Philip Storey

I am Global Head of Strategic Services at Lyris, London. I have been specialising in Email Marketing for a decade, helping brands such as ASDA, Sony, The Football Association and Tui Travel to develop meaningful relationships with prospects and customers in the inbox, creating engaging and response-triggering email for acquisition and retention strategies that drive a high return on investment.

I am a trainer, speaker and writer for several industry blogs such as Econsultancy and the IAB.

Three simple automated email strategies every travel business should use

If you're a small to medium-size travel or experience brand, the following three strategies are sure to help you increase conversions and retention rates.

If you're a big player in the sector, take a look anyway. There might be a gap that one of these could fill or a little inspiration.

Either way, I hope you find them to be useful. 

1 comment

Gmail image changes: everything email marketers need to know

Email marketers have always faced the technological challenge of having to quickly adapting to the unknown, often in a matter of hours.

This week is one of those, where we find that Gmail has made changes to the way it handles images. At first, I can appreciate that this may sound insignificant, but it affects all of us.

In this blog post, I will try to demystify these changes for you. 

12 comments

Yahoo causes a storm in the inbox for consumers and marketers

New changes to email accounts at Yahoo have the potential to frustrate marketers and cause privacy concerns across the globe.

Privacy has never been so important to all of us, and invasion of privacy has never been feared as it is today.

Countless reports over the past few years around hacking and miss-use of data has reached the top of the news headlines, which makes Yahoo!'s recent move in releasing dormant email accounts, all the more puzzling.

5 comments

Groupon: your email marketing is failing your fans

Over the past 12 months, a lot has been said of email becoming a one-to-one channel, with many industry evangelists crying out to marketers to start segmenting a little more, and claiming that spray and pray senders will be perceived as nothing more than spam.

But did we manage to successfully communicate the severity of the situation and the benefits of change, as an industry? I’m not so sure we did, and Groupon is a prime example of a brand that would greatly benefit from this.

19 comments

Tesco failing to deliver relevant emails

It has the most extensive loyalty scheme and probably the biggest database in the UK. The company is not short of cash either, as it accounts for something like one in every seven pounds spent in the UK.

So Tesco must have the clout to talk to their customers relevantly as individuals through email...surely?

33 comments

Email marketers: are you creatively compliant?

Whilst websites adapt every day to be as accessible and usable as possible, email hasn’t quite benefited from the same level of attention in this area. Instead, marketers have frequently chosen to ignore these developments in all other areas online and continue to do things the way they always have.

Email as a marketing channel is being creatively abused like no other, and it is time for change.

10 comments