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It seems like the staple diet of a digital marketing blogger is to declare something dead, or not dead, or cleverly D.E.A.D.
Only this week, our David Moth wrote a piece on email marketing’s rude health (email is not dead).
I think the reason we’re obsessed with the death of marketing technology is because, despite the pace of change in digital, there are many age-old marketing principles that remain absolute.
Relevance, timeliness, perhaps more broadly the four, five or seven Ps – these will ever remain in the marketing canon.
And, of course, no matter how sophisticated technology becomes, there will still exist businesses that don’t get the marketing mix right.
However, despite all this, I am interested in areas of marketing that might undergo automation and sophistication to the point where they require little work.
What I foresee is the perfection of certain disciplines (e.g. marketing automation) throwing light on new priorities, such as a renewed interest in conversion rate optimisation or data cleanliness.
With marketing as a department more powerful than ever, why would the amount of work decrease? Surely we’re sticking our elbows out, and our oars into every part of the org?
So, what about email segmentation? Will there be a time when it’s no longer a core skill, something to be done actively by marketers? Will technology take care of it for us?
As marketers spread themselves ever more thinly across multiple channels and platforms, time becomes an even more precious commodity.
Over half of all marketers report to having responsibilities in seven out of 10 other areas of marketing, from offline display to owned media.
However it’s the email marketers who seem to suffer the most.
Marketing is becoming increasingly multichannel and relationship focused. Email is the glue that pulls together all of these different disciplines, tactics and partners, as well as being a direct channel to the customer.
The Email Marketing Speed Imperative study, published by Econsultancy in partnership with dotMailer, looks at how the ease of use of a specific email marketing tool affects the daily practice of email and what impact this has on the bottom line.
Having recently published an article about why email isn’t dead, I thought it would be useful to roundup some case studies to help marketers inject some life into their own campaigns.
Hopefully they should provide some inspiration for marketers who are in the process of testing their own email messages.
Email and SEO must feel quite victimised within the marketing world, as people are always proclaiming them to be deceased.
While it’s true that consumer apathy, spam filters, increasing competition and changes to the Gmail inbox are making things more difficult for brands, it is clearly nonsense to suggest that email marketing is on the way out.
So to fight back against the haters, here are five reasons why email is clearly alive and well.
Here is a selection of some of the finest digital marketing stats we’ve seen this week.
It includes the online travel sector, digital in Southeast Asia, email marketing, Pinterest, real-time video, and conversion rates from across the UK.
And for more of the same, download Econsultancy’s Internet Marketing Statistics Compendium...
‘Win-back’ email campaigns can be effective in encouraging engagement from lapsed customers, according to a new report.
Win-back emails are those that try to rekindle relationships with recipients that haven’t opened a brand’s marketing messages for a sustained period of time.
Personally I can’t recall ever having received an email from a brand that was specifically trying to ‘reactivate’ me, and the Return Path report does concede that win-back campaigns aren’t all that common.
In fact Return Path could only identify 33 retailers that implemented win-back campaigns between 1 April 2013 and 31 January 2014.
However there are certainly benefits to running this type of email campaigns, not least that it helps to maintain a clean email list.
It's that time again when we round up the most interesting digital marketing and ecommerce stats weve seen in the past seven days or so.
This week it includes Google Adwords, online video shares, live chat, Channel 4's earnings, mobile ads, and email marketing.
And for more delicious stats, download Econsultancy's Internet Statistics Compendium.
I’ve only recently been thinking about Gmail and its trial of grid view, though the trial has been happening since the end of March 2014.
The announcement had passed me by until I chatted to someone from an email build company that specialises in creative use of imagery. See this post on agile creative in email.
If you’re not familiar with Gmail’s grid view, it’s the ‘Pinterest-isation’ of the promotions tab in Gmail’s tabbed inbox, currently only for addresses that end in gmail.com.
There’s an example of such a ‘Pinterested’ inbox further down this post.
The tabbed inbox itself is a bit of a mixed blessing for marketers. On the one hand, it encourages intent on the part of the consumer. She only engages with promotions when she feels inclined to do so, and your message is less likely to have disappeared into the morass of personal or social email in other tabs.
On the other hand, she, the user, may never click on that promotions tab. The implications of such tendencies, I’ll go into further down this post.
But what are the implications of Gmail’s grid view? Here are some ideas…
Agile email creative means creating and curating email content not before send, or at send (with automated or dynamic content) but at the moment the customer opens or re-opens an email.
This agile creative allows the marketer to change pictures in an email depending on time of opening, location of opening (via IP address), weather in that particular area, or the device the email has been opened on.
Movable Ink is a company currently providing this technology as part of its email build and insights platform, a layer that sits on top of a company's email service provider. I spoke to Matt Potter, VP UK and EMEA, to get some more detail on agile email creative.
What can be done with this technology and in which sectors might it prove particularly useful?
As a follow on from a post I wrote in March, eight best practice tips for writing effective email copy, I’m tackling the wonderful topic of campaign effectiveness.
This is quite an interesting topic, and not just for email marketers.
Taking a very safe wild guess, I would estimate that most people who have access to an email address have received an email as part of a campaign.
So basically anyone who has signed up to Groupon, Asos, Econsultancy …
I could go on. But I won’t. Anyway...
More than half of UK businesses describe their mobile email strategy as ‘basic’ (39%) or ‘non-existent’ (22%), according to a new report from Econsultancy and Adestra.
This is despite the fact that the consumer shift to mobile means that many businesses find that upwards of 50% of their email marketing messages are opened on a smartphone.
The survey also found that just 5% of businesses have a ‘very advanced’ mobile email strategy while 12% classify their current efforts as ‘quite advanced’.
The eighth annual Email Marketing Industry Census is based on a survey of more than 1,100 respondents.
It looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.
No matter how well implemented your email marketing campaign is, there will always be those recipients who click on ‘unsubscribe’.
Whether your subject lines are written to be as persuasive as possible, your content has been optimised to the very last character, you’ve segmented and tested to within a gigabyte of an email’s resilience, someone, somewhere will think “not these guys again” and hurl your present and future endeavours into the trash, or even worse… mark it as spam.
Using Econsultancy’s latest Email Marketing Best Practice Guide, I’ll be taking a look at the best practice methods of managing your unsubscribers, with an eye on trying to retain those who do click the ‘unsubscribe’ link by offering them more relevant communication.