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Posts in Email & eCRM

william astout

A day in the life of... an email deliverability consultant

We've had lots of interesting 'day in the life' profiles so far. Most of them have looked at ad tech or content and social roles.

For this feature, we delve into the world of email and chat to William Astout, deliverability consultant at SmartFocus.


ASOS recovers from website downtime with agile email

With modern business so defined by customer centricity, it seems an absurd statement of common sense to suggest that the way to get customers back on side after a poor experience is to make them happy again.

That's obvious right? Sort of, except that many companies simply apologise for downtime and then carry on regardless.


How three of the UK’s biggest department stores are promoting summer sales online

Veering from thunder and lightning to glorious sunshine, the great British summer can be a confusing time for us all.

One thing’s for certain though... you can count on a good sale or two.

the entertainer

How The Entertainer uses personalised, dynamic email content

The Entertainer, the UK’s largest high street toy retailer with 120 stores, replatformed a year ago, choosing a new email and personalisation platform for its ecommerce business.

With an increased ability to test and learn, the retailer has increased email revenue by 300% since the change. 

Rob Wood, Head of Online, explains that these gains are all about creative and segmentation.


The five steps to an effective and repeatable sales process

A repeatable and effective sales process is key to scalable business growth, and it's a much more straightforward endeavour than you might imagine. 

Growing a business is hard, but fortunately, designing a uniform sales process doesn’t have to be.


Five ways Emerald Street is delivering irresistible email content

There aren’t many emails sent to my personal inbox that I take the time to read. 

Usually a mixture of random newsletters and shopping confirmations, most are instantly deleted or ignored.


Increasing customer loyalty: Strategies from Shanghai

In a recent Econsultancy report, marketers rated 'increased customer lifetime value and loyalty' as the most important benefit derived from understanding the customer journey.

But how does this work in practice? What are brands doing in the real world to increase customer loyalty?

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Five reasons your CRM isn't actually increasing sales

A B2B technology report from Informatica revealed that 25% of marketers don’t know their lead conversion rates, largely because they don’t have the right CRM strategy, which limits sales growth and work efficiency.

If a CRM does not provide immediate value and is overly complex to implement and maintain, it will fail to do what it was designed to do: increase sales.


How Wish uses 'aggressive' automated email in ecommerce

I reviewed the mobile UX of the Wish ecommerce app last week.

It's a platform for bargain hunters and uses lots of tactics to create a sense of urgency.

In the week since signing up, I have received seven automated emails (as well as a number of app notifications).

Let's have a look at Wish's approach.


Email newsletter sign-ups: How fashion brands welcome new subscribers

Newsletter subscribers are an incredibly valuable asset for retailers.

By signing up, customers are actively showing appreciation for a brand, as well as an interest to hear more in future.


Personalisation can lift push notification open rates by up to 800%: Study

Building a successful mobile app is difficult.

Companies spend significant amounts driving consumers to install their apps, and by some estimates, apps that aren't opened for a second time within the first 12 hours after download can see churn exceeding 50% in some categories.


Why use CRM data in programmatic media campaigns?

How do CRM and programmatic work together, and what are the challenges for advertisers that haven't yet achieved such integration?

Econsultancy and Sociomantic Labs have published a new report, The Role of CRM in Data-Driven Marketing, so I thought I'd give an overview of where these disciplines meet.

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