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Author: Tim Roe

Tim Roe

Tim has over 20 years direct marketing and database experience, in client and agency roles. Since 2003 he has focused on the online environment, first in PPC and since 2004 in email marketing, first with e-rm, and then Redeye International.

Tim has helped many client companies improve their online segmentation strategy, leading to improved deliverability and ultimately increasing the effectiveness of the email channel.
Tim’s current focus is the development of data driven segmentation strategies to drive increased revenue and lower cost.

Tim’s experience covers a number of vertical markets; clients include Interflora, Bourne Leisure, Monarch Airlines, Hotel Chocolat, Kwik Fit Insurance, Npower, Scottish Widows and William Hill.

Four ways managing frequency can make money from email in 2012

An important question on the mind of the modern email marketer is: 'how often can I send marketing emails to my list?'

It’s not surprising really; online sales hit record highs this Christmas and New Year, email is now a core revenue-driving channel and is proving to be very important.  

So how do you manage that fine balance between short term revenue and longer term list value, to make the most of the sales potential now and protect the value of your list for the future?

In this post I will set out the key elements to consider when deciding who to send to and how often.

3 comments

A five point checklist for Christmas email campaigns

Now that summer has retreated into autumn, the focus of many email marketing departments turns to Christmas and the early part of next year.

There have been some interesting changes in the market over the last twelve months and during this key planning period it is important to take stock.

Here are five key pointers to allow you to run a quick health check on your current email campaigns and help you define your KPI’s ensuring your Christmas and New Year campaigns are a success!

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Hotmail declares war on newsletters

A recent Hotmail blog that announced changes to the way they handle mail, and as the world's largest email provider, these changes are significant for anyone in the email marketing business.

After declaring that it has reduced true spam to about 3%, Hotmail has set its sights on the Bacn (email you wanted, but not right now or never again).

So what are the changes and how will they affect email marketing in the lead up to Christmas?

8 comments

Using targeting and segmentation for email marketing

Targeting and segmentation methods for email marketing are becoming increasingly sophisticated and complex.

If you are “in the business” it is easy to fall into the trap of focusing on the “how” rather than the “why” and the “when” and forgetting what the whole point of the exercise is.

In this piece, I’ll seek to bring things back to basics; it’s no good having the answers, if you’ve forgotten what the question was.

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Mobile web: the game changed

7.1m Brits now access the internet via their mobile phone, and that’s actually quite a lot! And, not only are these users generally more affluent, but they are also avid consumers of digital marketing.

The advent of truly mobile internet, and the incredible speed of adoption by the population as a whole, is causing a re-evaluation of web marketing.

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The five stages of the email lifecycle

Email is a bit of a special medium. Most people have got an email address that is unique to them, which makes it more in common with a mobile phone number than a postal address.

An email address is individual (most of the time) and it can be linked closely to the customer lifecycle using response data alongside RFM data.

This lifecycle can be tracked, measured, anticipated and managed. Here are some ideas on how you can use the stages of the lifecycle to develop strategies that prolong the relationship with your customer and increase LTV.

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Three ways to become a strategic email marketer in 2011

Most businesses now acknowledge the importance of emaill to their business model.

However, despite the growing acknowledgement that email is an important revenue building tool, it has not led to uniform treatment when allocating budgets or devising email strategies.

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Google releases Gmail’s priority inbox secrets

The secret's out (in a small way) and Google is happily sharing a top line look at the processes and algorithms that go together to make up what the company describes as “One of the largest and most user facing applications of ML (machine learning) at Google”, namely the Priority Inbox.

So how can we use this knowledge to ensure better inbox placement in Gmail? And is this news to us anyway? 

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If you had to make a choice, what is the one email you should send?

If you could only send one more marketing email, what type of email would it be?

Would it be acquisition? Retention? A bit of cross selling perhaps? Let’s face it, the options are almost endless! If you’re like me, you probably want it to be the one that makes the most money.

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Is RFM segmentation relevant for email marketers?

RFM (Recency, Frequency, Monetary value) segmentation is one of the most tried and tested methods of segmentation used in direct marketing. It is based on the presumption that someone’s future actions are best predicted by their past ones.

So how can this popular method of segmentation be used in today’s data rich world, can it help answer the 64 million dollar question in email marketing: who do I send what to and when do I send it?

8 comments