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There are many factors that influence whether or not people bother to open your marketing emails or not.
Email frequency, brand affinity and time of day are all influential, as is the subject line that marketers opt for.
The precise wording will vary depending on the brand identity and the product offer, but the basic aim is to grab the reader’s attention and make them interested enough to clickthrough and find out more.
To help get to the bottom of what makes up the best subject line, I’ve rounded up a few case studies and infographics that try to shed some light on the topic.
Signing up to receive a retailer’s email newsletters always seems like a good idea at the time, but it’s almost inevitable that at some point the relationship will sour and you’ll be forced to search for the unsubscribe button.
And although marketers would obviously rather do everything in their power to prevent people from opting out of their email list, it’s in their best interest to make it a simple process otherwise it can harm the brand’s image and make it appear spammy.
To find out whether this is true in reality, I tried to opt-out of email newsletters from several fashion retailers.
Here are some of the most interesting digital marketing statistics we've seen this week.
Statistics include email marketing, online travel agents, tag management, Google+, data collection and ecommerce site speed.
For more digital marketing statistics, check out our Internet Statistics Compendium.
Just over one in five (22%) commercial emails sent globally on the first half of 2013 never made it to the subscriber’s inbox, according to a new report from Return Path.
This means that billions of messages sent with the intended recipient’s permission were either bumped into the spam folder or, more commonly, didn’t reach the inbox at all.
Furthermore, the global inbox placement rate actually declined slightly versus the first half of 2012, dropping 4% year-on-year.
Obviously on the plus side the good news is that 78% of marketing messages do reach their intended recipient.
Deliverability is one of the topics covered in our Email Marketing Census 2013. According to the responding companies (58%) clean and up-to-date lists have the biggest impact on improving deliverability, and this has increased by 4% since 2012.
I love emails with clear creative and natty features. I did a post about my love. Now here’s another post.
As a Brucie bonus I’ve included many links to related arts. Get creative and maybe you, too, can yank some love from my inbox.
Email is a consistently effective method of driving sales, so having a large database of customer addresses is a powerful tool for ecommerce businesses.
In fact our Email Census 2013 found that more than half of responding companies achieve 10% of their sales directly from email marketing.
All ecommerce businesses have a sign up form somewhere on their homepage, though the precise method of subscribing varies between each site.
To find out the most effective way of collecting customer information, I signed up to email newsletters from 16 major online fashion retailers.
With the explosion of mobile devices in recent years, your email campaign could be opened at any time and in a much wider variety of locations and situations than a few years ago, when practically all emails were checked on a desktop computer.
So what are some of the most popular locations that your emails could be opened? And are your subscribers likely to convert from your email when they are in that location?
Many retailers are currently slashing prices to try and shift their remaining summer stock before they get the winter threads in, and as a result my inbox is overflowing with tempting deals.
Reiss has been one of the most persistent brands and its email offers of 50% off are by no means unwelcome.
I haven’t yet been lured into buying anything, but I have spent several hours looking longingly at Reiss suits online and in-store hoping that they eventually up the discount to 95% off.
But in the meantime, here’s a quick look at the tactics Reiss’ email marketing team has used to successfully get me interested in making a purchase...
In a recent study, easyJet emerged as the third best email marketer of the UK’s top retailers while Ryanair finished among the lowest scorers of the benchmark.
easyJet has had a more interesting ‘marketing journey’ than most, it’s fair to say. The brand has come a long way since it first burst onto primetime television in 1999 as part of fly-on-the-wall documentary, Airline.
The first week of July heralds not only the second week of Wimbledon and the start of Henley Regatta, but also the beginning of Q3.
That means it’s the perfect time to take a glance back at some of the interesting reports that our excellent research team published in Q2.
The topics include customer engagement, content management, personalisation, email marketing and web analytics.
So, here are the stats...
I can understand why those more insulated from the coalface of email marketing may get confused with the seeming reluctance of some email marketers to increase their email frequency.
Taking a detached view of the numbers, might lead some to suggest that purely increasing the amount of emails you send to your list could increase your revenue.
This can sometimes work, and as long as you are closely monitoring open/click rates and engagement metrics like response recency, you could be OK.
When upping frequency, inbox 'placement' also needs close monitoring, as it can lead to less engagement and by default ending up in the junk folder.
The coalface marketer knows this, and it is this knowledge of the possible implications of over-mailing that hold many back.
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.