Posts in Email & eCRM

Charles Nicholls of SeeWhy on driving your web conversion with retargeting

Reach for your ecommerce buzzword bingo card and you'll see 'website optimisation' and 'conversion analysis' bang in the middle. Behind the industry buzz there is a genuine commercial challenge:how do you turn your visitors into customers and increase the profitability of your web channel? Retargeting is one technique to help deliver results.

Retargeting is the process by which a website owner contacts a customer who has abandoned their conversion (whatever that conversion might be) in order to continue the communication and encourage that customer to take further action. Retargeting is more popular in the US than the UK. However, UK companies are starting to wake up to the commercial value that retargeting via email can play in their website optimisation.

Having had the opportunity to work with and learn from the brains behind SeeWhy, I asked founder and conversion optimisation blogger Charles Nicholls to share his expertise on the value of retargeting for UK web owners.

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Defining trigger, remarketing and behavioural emails

It is important, I think, to define what is going on and what is out there in the market regarding trigger email marketing, behavioural email and remarketing, phrases thrown around and often confused but which have key differences.

I want to hazard some definitions of these terms, and of course I am open to having these challenged...

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2009: the year online business got serious about conversion

The findings of the Econsultancy and RedEye Conversion Report have intensified my belief that those working in the world of e-commerce will remember 2009 as the year when many companies finally got to grips with measuring website activity and optimising. 

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Email marketing stats round up

Here's a selection of recent email related stats, taken from a range of source, including Econsultancy's Email Statistics document, which forms part of the Internet Statistics Compendium, and other reports...

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Econsultancy's Peer Summit: What we learned.

Econsultancy held its first American Peer Summit this week, and we learned a lot from the marketers who gathered in New York at the Metropolitan Pavilion.

We brought together about 100 digital marketers from such brands as Conde Nast, The Wall Street Journal, JP Morgan and Yahoo, and sat them down together to discuss their issues and upcoming plans in roundtable discussion led by experts on such topics as email marketing, social media, user experience and site optimization.

It was an off-the-record event, but there were some themes that continued to pop up. Many digital marketers at large brands are seeing a shift in acceptance of online marketing in their companies, though getting their online and offline teams to cooperate on advertising buys and large decision-making is still an uphill battle.

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UK marketers at the head of the multichannel marketing pack: study

It seems that everybody talks about multichannel marketing these days. But how many walk the talk? According to a study conducted by marketing solutions provider ExactTarget, UK marketers are walking the talk more than marketers in other countries.

The result: they're better connecting with their customers and that boosts the bottom line.

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Conversion: clients and agencies don't see eye to eye

In the coming days Econsultancy will be releasing a new survey-based report on attitudes an approaches to 'conversion', and as sponsors and co-authors RedEye has had a sneak peek at the results.

The key approaches are numerous and have been reviewed in some degree of depth, and there are some standout insights.

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Don't close the door on the way out

Recently looking for contracts and jobs here (a long, long story) I noticed the very heavy competition for my viewing eyes from job boards. To differentiate they all had the best email list or an RSS feed for my favourite harvester.

This process has given me a clear path into which sites I'd use again. Those sites are definitely not the ones I'm still trying to get rid of now. So why does this matter? Brand, recommendation, customer experience.

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Why 'quality not quantity' matters online

Too often online marketing is characterised by quantity rather than quality. There's a pervasive idea that quality is too hard but sheer volume will have the same effect.

Let me give you a shining example of what I mean. I was recently browsing a forum when I found, without a doubt, the dumbest attempt at marketing I've seen in a while.

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Are retailers making it easy to unsubscribe from emails?

If people want to unsubscribe from emails, it should be made as easy as possible, as the alternative for many customers is using the report spam option, something which can have an adverse effect on sender reputations with ISPs.

I signed up for emails from some of the top UK retailers, and have been seeing how easy (or otherwise) they are making it for customers to opt out of marketing emails...

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Free shipping works in emails: study

Offering free shipping in emails is a tactic which is increasingly used in marketing and rightly so, as in can result in higher transaction rates, according to a new study.

A US focused report (pdf) by Experian CheetahMail has looked at the trends and offers tips on using this offer effectively. Here are a few key takeaways from the study, as well as some useful observations on search trends... 

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This article covers what I've learned from working with hundreds of customers on improving the results that they get from email marketing by optimising the subject line.

Whatever software you use for your email campaigns, these tips are worth reading...

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