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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!
At the moment the use of social media is like gold rush fever in the Wild West, with everyone trying to make a fast buck.
There are loads of cowboys and cowgirls heading to them there hills looking for gold, but, despite much effort, the only people really making money are those selling pickaxes and gold pans.
While it’s perhaps still a medium to initiate discussion, raise awareness, rate and review, rather than sell shed loads of product, social media is growing very fast and can be used to gather data for future marketing.
In a world increasingly driven by content that's hiding in an email or behind a Tweet, subject lines are more important than ever.
In advance of a talk later this week at the Internet Marketing Conference in New York, here are some of the approaches and best practices in crafting better subject lines.
I've rounded up ten infographics on email marketing, covering delivery times, email landing pages, mobile email and more.
Where possible, I've added the infographics to this post in a readable size, but for others you can click on the image to see a larger version...
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.
Chorus is a startup based in Australia which takes sentiment monitoring to another level by allowing customer support teams, marketing departments and PR professionals to analyse and prioritise the emails they receive.
It helps internal structures and processes to focus on the negative issues first, meaning that customer experience is managed on an intelligent basis, according to severity.
We caught up with Dave Trindall, one of the co-founders, to discuss sentiment monitoring, delivering excellent customer service, the problems with current email systems and, of course, Chorus itself.
Social media gives big companies the fear because it is an unpoliced environment where bad noise travels fast. And increasingly consumers are using it to say all kinds of things about brands, and also to aim direct questions at them (in public).
In many cases these companies aren’t remotely geared up to deal with questions, and they would much rather communicate with customers in private.
But here’s why customers do their complaining in public: it’s easier. It’s really that simple. People don’t mind bitching out loud, and sometimes they take a little comfort from it, but if customer service wasn’t so broken in the first place I think customers wouldn’t be so quick to resort to the likes of Twitter and Facebook.
Digital marketing is thriving in the Middle East, according to new research published today by Econsultancy and supported by ArabianBusiness.com. The survey-based research has found that companies are spending 22% of their marketing budget on digital.
Companies are using a wide range of digital channels for marketing, and investment in online is expected to increase across the board. Encouragingly, over half of companies (58%) are increasing their digital budgets in 2011.
However, the market is still very much in its infancy, and still faces major barriers to investment. Company culture, a reliance on traditional marketing, and a lack of knowledge are preventing companies from investing further money into digital.
This post looks at the current state of digital marketing in the Middle East, and some of the trends covered in our latest report.
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.
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.
Recently marketers and consumers alike have been enjoying the creative element behind Groupon’s unsubscribe campaign ‘Punish Derrick’.
If you click on the unsubscribe link, it then it leads you to a page which enables you to punish the person who has been sending you your emails, Derrick.
“It’s not you, it’s me. Actually no, it is you. You keep sending me boring, irrelevant emails that I don’t want. Our email relationship was going really well at the beginning but now its fizzled out and I’m unsubscribing from your emails. For one thing, you just send me way too much. It comes across a bit...desperate."
As an email marketer, does reading this make you cringe? Are you afraid this is what your email subscribers would say to you if they had the chance?
The unsubscribe process doesn’t have to be as painful as a “Dear John” break-up letter, but with the way some brands go about it, it might as well be.