tag:econsultancy.com,2008:/topics/email-ecrm Latest Email & eCRM content from Econsultancy 2017-03-21T16:51:04+00:00 tag:econsultancy.com,2008:TrainingDate/3231 2017-03-21T16:51:04+00:00 2017-03-21T16:51:04+00:00 Email Marketing - Advanced <p>Give your email campaigns an injection of fresh thinking in this fantastic email marketing workshop.</p> <p>You’ll gain advanced, strategic email marketing training and get the opportunity to have your email campaigns reviewed by an industry expert who will provide practical tips for improvement.</p> <p>Strictly limited to 10 places, the workshop allows for plenty of interaction and you’ll be able to bounce ideas off other experienced marketers.</p> tag:econsultancy.com,2008:TrainingDate/3227 2017-03-21T16:47:15+00:00 2017-03-21T16:47:15+00:00 Email Marketing <p>Econsultancy’s Email Marketing Census highlights that almost three-quarters of companies rate email marketing as “excellent‟ or “good‟ in terms of return on investment. However, the Email Marketing Census also shows that marketers are becoming complacent by continuing to overlook email marketing best practice, even though they are sending significantly more emails and spending more budget on this channel.</p> <p style="vertical-align: baseline;">This course will help you to develop your email marketing campaigns by covering a range of prevalent issues including identifying small wins as well as big wins. You will leave the day with a sharpened email strategy having reviewed the effectiveness of your email communications</p> tag:econsultancy.com,2008:TrainingDate/3178 2017-03-21T11:39:19+00:00 2017-03-21T11:39:19+00:00 Intensive: Mastering eCRM <p>Implementing a robust CRM strategy delivers vastly improved effectiveness in your marketing programmes. This three day course will help you understand how CRM can help your business and give you the practical skills to apply and assess CRM techniques in the real world.</p> <p>Econsultancy’s intensives are three-day programmes offering you a deep dive into specific digital disciplines. With content drawn from our academically accredited digital certificates, the intensives offer the practical training without the need for long term commitment.</p> <p>Intensives:</p> <ul> <li>Are led by practitioner trainers</li> <li>Include access to resources to support the training</li> <li>Allow delegates to implement and evaluate what they’ve learnt through ‘homework’ and trainer feedback after training</li> <li>Lead to an Econsultancy certificate of completion</li> </ul> tag:econsultancy.com,2008:TrainingDate/3162 2017-03-21T11:14:13+00:00 2017-03-21T11:14:13+00:00 eCRM <p>The principles of traditional, offline-focussed, Customer Relationship Management are not up to the challenge of new web channels, social media and mobile engagements. This course will take you through the essentials of the new approach to eCRM - enabling you to execute a high performance CRM solution that drives revenue.</p> tag:econsultancy.com,2008:BlogPost/68897 2017-03-16T11:08:00+00:00 2017-03-16T11:08:00+00:00 Machines: "I think what the marketers meant to say..." Ben Davis <p>I'm not suggesting that marketers are God-like (Hicks derided them), but just like Him they are going to have to get used to having their words reinterpreted.</p> <p>And this time, it's machines that are doing the interpretation.</p> <h3>Language optimisation</h3> <p>Natural language processing may be a long way off perfect, but there are a number of companies that have created <a href="https://econsultancy.com/blog/68496-10-examples-of-ai-powered-marketing-software/">AI-powered software</a> which can optimise the written word.</p> <p><a href="https://persado.com/">Persado</a> is one of them and I recently spoke to SVP Product &amp; Engineering Assaf Baciu about the company's platform. Persado describes what it does as 'cognitive content generation', but for the layman, it's best understood as language optimisation and it is most commonly or best known as a way of increasing email engagement.</p> <p>The marketer writes a subject line, the software comes up with many variants of the subject line and determines which will perform best.</p> <p>It does this by using a large database of words, phrases and images, which have been scored against response data from billions of impressions. A new message from a marketer can be tailored for various emotional and rational triggers, and the platform will create many permutations drawing on the historical database.</p> <p>It's the analysis of the subject line sentiment as a whole, rather than simply the effectiveness of individual words, that matters. Parry Malm of competitor Phrasee has previously written about these emotional triggers on the Econsultancy blog, defining <a href="https://econsultancy.com/blog/67739-according-to-32-198-emails-most-retailers-use-boring-subject-lines/">six common styles of subject line</a> (from very direct and very urgent, to benefit-led and human).</p> <p>Targeting these particular emotions allows AI-powered subject lines to break out from the conventional subject lines created by marketers due to inertia, fear of what the boss might say or fear of deviation from the competition.</p> <p>These original control messages are tested, along with a handful of the millions of AI-generated permutations rated most likely to succeed.</p> <p>For example, working with clothing retailer Lucky Brand, Persado increased conversion rates using the triggers of achievement and exclusivity in subject lines such as "EARNED IT! You've scored an invitation: Uncover your mystery tonight."</p> <h3>Improving all communication, not just email</h3> <p>Any software like Persado's or Phrasee's needs a certain degree of scale to prove its effectiveness. Obviously, the brands that send the most emails to the biggest databases have the most to gain from a percentage uptick in conversion.</p> <p>And the sobering part for <a href="https://econsultancy.com/training/courses/topics/copywriting">copywriters</a> is that the machine outperforms the human very reliably, subject line versus subject line.</p> <p>But, of course, we're not just talking about emails, here. This technology can be used whever brands communicate with customers.</p> <p>Persado SVP Baciu suggests relatively novel use cases such as optimising messages that improve adherence to treatment in pharma - in the not distant future, your phone may alert you it is time to take a pill and the text of that message can be optimised.</p> <p>Elsewhere, the company has even mooted its technology as a way to create the most impactful public announcements, for example when advising subway travellers to move away from the closing doors. Measurement of success may be tricky, but you get the idea.</p> <p>At the moment though, most brands use the tech for email, landing pages and push notifications.</p> <h3>The future is machine interpretation of marketing messages</h3> <p>Baciu made it clear he sees a future where marketers communicate with machines, which then communicate with consumers. </p> <p>You may have reservations about what this means, particularly if you're a writer. Will all copywriting converge, will the subtlety be sucked out of the job?</p> <p>Reservations about a lack of art, an increase in clickbait - to a CMO perhaps this doesn't really matter when faced with a lovely increase in short-term conversions.</p> <p>However, we all know how brands struggle with multichannel attribution, and understanding the longer term impact of AI-generated communication on brand image and lifetime customer value is really important.</p> <p>This tech does represent a leap forward in email CRO, but it needs to be used responsibly if marketers are serious about their commitment to a branded and multichannel customer experience.</p> <p><em><strong>For more on AI, subscribers can check out our report, <a href="https://econsultancy.com/reports/marketing-in-the-age-of-artificial-intelligence/">Marketing in the Age of Artificial Intelligence</a>, or d</strong></em><strong><em>iscover the world of AI-powered marketing at Econsultancy’s <a href="http://conferences.marketingweek.com/supercharged">Supercharged</a> event in London on July 4th.</em></strong></p> tag:econsultancy.com,2008:Report/4438 2017-03-14T11:00:00+00:00 2017-03-14T11:00:00+00:00 Financial Services and Insurance Internet Statistics Compendium <p>Econsultancy's <strong>Financial Services and Insurance Internet Statistics Compendium</strong> is a comprehensive collection of the most recent financial services and insurance statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>Like our main <a title="Internet Statistics Compendium" href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium</a>, this report has been collated from information available to the public, which we have aggregated together in one place to help you quickly find the financial services and insurance internet statistics you need.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p>Areas covered in this report include:</p> <ul> <li>Digital financial services and insurance market trends</li> <li>Financial Technology (Fintech) and investments</li> <li>Digital strategy and transformation</li> <li>Online banking</li> <li>Mobile banking, mobile payments and the mobile wallet</li> <li>Customer experience</li> </ul> <p><strong>A free sample document is available for download.</strong></p> tag:econsultancy.com,2008:TrainingDate/3132 2017-03-10T08:09:36+00:00 2017-03-10T08:09:36+00:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> <p><a href="http://www.clickacademyasia.com/wp-content/uploads/2016/09/masterclass-in-lead-generation-2017.pdf" target="_blank">Click here to find out more about the course.</a></p> tag:econsultancy.com,2008:RoundtableEvent/855 2017-03-03T14:01:32+00:00 2017-03-03T14:01:32+00:00 Email Marketing: automation, CRM and personalization <p>According to Econsultancy’s Email Marketing Census, almost three-quarters (73%) of marketers rate email as ‘excellent’ or ‘good’ when it comes to ROI. Far from dying out, it’s still a vital channel and one that continues to evolve. Mobile devices, automation and personalization have created new opportunities for email marketers, but staying relevant and useful to customers remains an ongoing challenge.</p> <p>This roundtable discussion will give attendees the opportunity to share their challenges, headaches, and success stories around email marketing.</p> <h4><strong>Talking points will largely be decided by attendees on the day, but could include:</strong></h4> <ul> <li>Email automation and data management the role of email in CRM</li> <li>Implementation of advanced email tactics (e.g. personalization, event triggers)</li> <li>Tools, analytics and KPIs</li> </ul> tag:econsultancy.com,2008:BlogPost/68810 2017-02-22T14:09:14+00:00 2017-02-22T14:09:14+00:00 Four ways AI is already being applied to sales and marketing Patricio Robles <p>Here are four examples.</p> <h3>Chorus.ai helps companies analyze their sales calls</h3> <p>While the phone call is an ancient phenomenon to many individuals, companies large and small still conduct a lot of their sales activity over the phone. Unfortunately, for obvious reasons, tracking, analyzing and improving the performance of salespeople on phone calls is a much more challenging task than, say, tracking, analyzing and improving the performance of email sales.</p> <p>But a number of companies, including Marketo, AdRoll and Qualtrics, are using "conversation intelligence" company <a href="https://www.chorus.ai/">Chorus.ai's</a> platform to record sales calls, transcribe them and analyze the content using AI technology.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/4099/chorus_ai-blog-flyer.png" alt="" width="470" height="189"></p> <p>Currently, that AI technology can identify key points in phone conversations, such as when a potential customer talks about features, reveals a pain point or mentions a competitor. This AI-based functionality can be used to develop market and customer insights, help develop best practices and scripts for sales teams and aid sales managers in mentoring individual members of their teams.</p> <p>In the future, Chorus.ai's AI tech could be used to display content to salespeople in real-time as a conversation is taking place. For example, if a customer raises an objection, Chorus.ai could surface content that a salesperson can use to address the objection.</p> <h3>Cosabella Lingerie uses AI to boost email revenue</h3> <p>Since high-end lingerie retailer Cosabella Lingerie adopted the Emarsys Marketing Cloud in October 2016, it has doubled its email subscriber base and <a href="https://www.emarsys.com/en/press-release/cosabellas-revenue-surges-60-percent-using-emarsys-ai-enabled-b2c-marketing-cloud/">grown email-driven revenue by over 60% compared to 2015</a>.</p> <p>Emarsys added an Artificial Intelligence Marketing (AIM) component late last year. It can be used to apply AI technology to a number of email marketing optimizations. Specifically, it offers automatic incentive management, "an AI-driven discount personalization layer that analyzes each recipient’s behavioral history to determine who should receive discounts, and for what amount," as well as send time optimization, which predicts when emails should be delivered to specific customers to maximize open rates and engagement.</p> <p>Because of the success of its email initiative, Cosabella says that, "The roll out of the Emarsys platform is the next big step in Cosabella’s move into AI integration during 2017."</p> <h3>IBM allows Watson to manage its programmatic ad buying</h3> <p>One of the most talked-about AI platforms is IBM's Watson. But rather than just pitching the software to its customers, the software giant is eating its own dog food, and one of the ways that it is applying Watson to its business is by allowing the AI to manage its programmatic buying of digital ads.</p> <p><a href="http://adage.com/article/digital/ibm-s-watson-programmatic-yielding-big-returns-ibm/304946/">According to</a> reports last year, IBM's use of Watson's AI tech led to an average cost-per-click decrease of 35% and as much as 71%. With IBM spending tens of millions of dollars a year on digital display ads, it's no surprise that the company was eager to make plans to have Watson manage all of its programmatic ad buying by the end of 2016.</p> <p>"Because of the volume and the dollars involved, trying to save those fractions of a dollar, or fractions of a cent, really matters to us," IBM's VP of marketing analytics, Ari Sheinkin, told AdAge.</p> <p>Watson's AI is capable of tracking and analyzing vast amounts of data – far more than any human ever could – and learning as it sees more campaign results, which means that despite its apparently already-satisfactory performance, IBM could find that the ROI from using Watson increases even more over time.</p> <h3>LeadGenius brings AI to B2B lead generation</h3> <p>As its name suggests, B2B SaaS startup LeadGenius is in the business of generating leads. Historically, lead generation has been a highly manual process involving human research and categorization, but LeadGenius applies AI to this process to significantly reduce the labor involved, saving customers like fraud prevention solutions provider Signifyd lots of time and money.</p> <p>John Livett, a sales manager for Signifyd, says that LeadGenius' tech saves him 15 hours each week, hours "that would have been spent trawling Google, LinkedIn, etc."</p> <p>The AI applied by LeadGenius to the lead generation problem helps the company identify individual businesses and determine how frequently their information should be retrieved based on an analysis of how long information is likely to be reliable; determine whether a company is "in-market" for a particular product or not; and identify buyer roles based on business titles.</p> <p>LeadGenius also applies AI to MailGenius, a salesperson-focused email client it created. MailGenius uses AI to craft email templates, track performance as responses come in and apply optimizations.</p> <p><iframe src="https://www.slideshare.net/slideshow/embed_code/key/3BYRspyKizEA5N" width="595" height="485"></iframe></p> tag:econsultancy.com,2008:Report/4395 2017-02-06T10:00:00+00:00 2017-02-06T10:00:00+00:00 Healthcare and Pharmaceuticals Internet Statistics Compendium <p>Econsultancy's <strong>Healthcare and Pharmaceuticals Internet Statistics Compendium</strong> is a comprehensive collection of the most recent healthcare and pharma statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>The report will be <strong>updated twice a year</strong>.</p> <p>Like our main <a title="Internet Statistics Compendium" href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium</a>, this report has been collated from information available to the public, which we have aggregated together in one place to help you quickly find the healthcare and pharma internet statistics you need.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p>Areas covered in this report include:</p> <ul> <li>Digital healthcare market trends</li> <li>Consumer internet and mobile usage</li> <li>Digital health investment / funding</li> <li>Digital strategy</li> <li>Internet of Things (IoT) and wearables</li> <li>Online pharmacies</li> </ul> <p><strong>A free sample document is available for download.</strong></p>