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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.
How Goldilocks, Aristotle and The Three Stooges can increase your email results...
The rule of three is one of the oldest in the book. Aristotle wrote about about the three unities in his book Rhetoric: dramatic unity of time, place and action.
Simply put, people tend to easily remember three things, thus making your messages sticky and engaging.
In spite of all the advances and innovations in digital marketing, good old email remains as one of the most effective channels for driving traffic and conversions.
Econsultancy’s Email Marketing Census found that just over half (55%) of respondents achieved more than 10% of their sales from email.
But to really reap the benefits of email marketing businesses should also be personalising their campaigns based on user demographics and behaviours, and according to the Census three quarters (73%) carry out basic segmentation.
However only 22% said that they currently implement ‘advanced segmentation’.
To show why this tactic is so important I’ve rounded up 10 case studies from businesses that have improved their traffic or conversions using segmentation...
How hard can writing an email subject line be? Does it even matter what gets written?
Surely the question of whether it gets opened or binned is down to who the sender is, or what the email contains?
That’s fine when you’re emailing people you know. In fact let me just skip over to my personal email account to see what I’ve written in the subject line to my friends and family in the past week.
“Hi” (as 80% of the email subject lines in my inbox read).
“It’s me! I’m The Yellow King!” (Obscure True Detective reference. Nevermind).
“(no subject)” (...).
Glittering copy I’m sure you’ll agree. Now let’s take a look at the emails I’ve received from marketers...
Over the past week, I have received a couple of pieces of email marketing that just didn’t read very well and it got me thinking about copywriting, and how vital it is to be done correctly.
Now please don’t take this the wrong way. There was nothing exactly wrong with this particular email's copy per-se, nothing that I could put my finger on exactly.
But they just didn’t read very well and to be honest, that made me doubt the credibility of the business, let alone the marketing campaign.
I do realize that I may be quite unique in these instances, as many people who are not interested in the industry, or indeed writing, may not notice.
To be honest, I blame my hatred of terrible spelling and grammar on Facebook and other social media platforms, where I am forced to look at it every day. It’s a shame.
However, I thought I would share my thoughts on the blog just in case anyone else agrees. And by ‘my’ thoughts, I mean some great tips taken from our Email Marketing Best Practice Guide, which has just been released today.
Everyone knows that cart abandonment is a universal fact for all ecommerce retailers, with 70% of consumers abandoning before a sale.
It’s a big problem and I wanted to see how well the UK’s top ecommerce brands carry out cart recovery.
They all do it really well, right?
Emails, from one to the next you either love them or hate them. Bad ones are deleted and I even enter the bin and 'delete forever' if I think a particular example is karmically altering my inbox.
In the past I've written about some things I like to see in emails. I've been on the look-out again and here you'll find six companies (B2B and B2C) that sent me emails deserving of mention for their creative strategies.
Design and copywriting are hard to teach, I'm certainly not somebody that sees natural order in things. See what you think of these examples and feel free to tell me if you would have deleted them in an instant.
It’s all change again, Gmail rocks the world of email by apparently making it even easier for a recipient to unsubscribe from legitimate marketing email.
This is a shock to some, especially to those who thought they were safe by hiding the unsubscribe button, deep within the very small print at the bottom of the email.
So, is this going to be a disaster for some email marketers? Or is this new process just a little different from something that first saw the light of day in 2009…..
Conversion rate is one of the most important metrics in email marketing. It speaks to marketers’ ability to turn engagement into revenue.
However with 42% of marketers who use slow email technology reporting lower than average conversion rates, it seems that revenue is being lost through outdated, sluggish systems.
The Email Marketing Speed Imperative study, published by Econsultancy in partnership with dotMailer, looks at how much impact the ease and speed of use of email marketing technology has on the channel's success.
The research also explores what is the dollar value of a faster-to-use email system in return on investment terms? How is email list growth affected by the responsiveness of email technology? How do most email marketers divide their time between nine key activities, and how should they be allocating it for maximum success?