The subject line is not a marketing device

The subject line has evolved. It is now a filter and not a marketing device. 

Those using it to tease extra opens run the risk of sender reputation damage for little incremental revenue.


The power of universal search

For some time now, Google has been including more and more elements into its search results. These extra elements are called Universal Search.


Has the tipping point arrived for the mobile web? Are you ready?

Commentators have been predicting the explosion of the mobile web for years now, but a couple of factors suggest that this year they may be right.


The coming dramatic decline of online video startups

I predicted that while online video would remain a hot space in 2008, this year would start to see the beginning of the end for many online video startups.

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Killer creative or optimised results?

Is it enough to have just one killer creative execution, or are numerous variations required to achieve maximum performance?

With overall click-through-rates falling, advertisers are increasingly looking for ways to optimise online campaigns to improve results.


Ten tips for website navigation

An effective and easy to use navigation system is essential for any site and can be the difference between making a sale and losing a customer.

The navigation should be easy to find and use, and should work consistently across the site. Make users work too hard and you risk losing them to another, more usable rival.  

Here are some checkpoints for making your navigation more effective:


£9.11 - the value of an email address?

In the latest DMA National Benchmarking report (Q207), all contributing ESPs were asked what value their clients could allocate to an email address. 

The average result came to £9.11 - but how did the DMA come to this figure and is it right to use it to inform your marketing activities?


Big Media to web firms - all your money belongs to us

Big Media's checkmate over many of the internet companies that were supposed to put it out of business has been inevitable.

But that inevitability is just now becoming clear to some internet idealogues as they recover from their kool aid-induced stupours.

As such, I thought it'd be worthwhile to look at three recent stories that exemplify how Big Media is slowly but surely starting to demonstrate its strength over many supposed internet threats.

0 comments CEO Kevin Cornils on the AOL deal

AOL yesterday announced it had acquired in a move that will see the affiliate network becoming part of its ‘all-in-one’ online ad unit Platform A.

With AOL failing to bag Tradedoubler last year, the deal means it has finally got its teeth into a performance medium that we estimate generated more than £3bn in sales for UK businesses in 2007.

We caught up briefly with CEO Kevin Cornils on what the buyout will mean for the company, including cross-selling opportunities, greater reach and cash for expansion abroad.

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The webmaster's guide to StumbleUpon

StumbleUpon has the ability to drive a huge amount of traffic (up to 20,000 visitors for popular articles) to your website and can be a very valuable marketing tool.

It is a thriving community of over 4.4m users who rate and categorise web pages before sharing them via the StumbleUpon toolbar.

This guide will help you make the most of it without the risk of upsetting the community.

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Does loyalty count?

Many companies have invested heavily in the past twenty years in loyalty schemes, particularly in the retail and travel markets.

But recent research has suggested that this has had little impact - with only one in four UK consumers professing strong loyalty to their favourite brands. 

More interesting are the regional variations the research uncovers, with strong loyalty at 33% in the Tyne Tees area but only 20% in Scotland. Why is this?


Optimisation is not a magic trick

When Hitwise published its Hot Shops List of the Top 50 Online Retailers in the UK, I leaned back from my screen and thought what does it all mean?

Strip out travel, IT and services, and you see how online performance still doesn’t correlate with organisation size, market share and buying power.