tag:econsultancy.com,2008:/topics/email-marketing Latest Email content from Econsultancy 2017-10-16T15:00:00+01:00 tag:econsultancy.com,2008:Report/1217 2017-10-16T15:00:00+01:00 2017-10-16T15:00:00+01:00 Email Marketing Best Practice Guide Dave Littlechild, Econsultancy <h2>About this guide</h2> <p>This year’s <strong>Email Marketing Best Practice Guide</strong> sees the original 2014 version rewritten to reflect changes in email marketing over the past 18 months. The strategic sections are organised around ‘pillars’, with new techniques and approaches mentioned throughout. Charts, surveys and case studies have been updated and incorporate the results of <strong>Econsultancy’s <a title="Email Marketing Industry Census 2017" href="https://econsultancy.com/reports/email-census" target="_self">Email Marketing Industry Census 2017</a></strong>.</p> <p>Given the ongoing significance of email to most organisations, sections of this guide will be relevant to CEOs and MDs; CMOs and Marketing Directors; FDs and data analysts; brand, content, digital, social, online and ecommerce managers; producers, creatives, and strategists as well as owners in editorial, PR, marketing and customer service departments.</p> <p>This latest version of the guide contains notably more about the technology of email than ever before – including themes such as <strong>Artificial Intelligence and automation</strong> – as well as contributions from expert practitioners throughout. The report also covers the <strong>General Data Protection Regulation</strong>, and how marketers may have to adapt their email marketing strategies to ensure they comply with the new regulation. </p> <p>The report has been created so that marketers can either review their existing email strategy or build a comprehensive email marketing strategy from scratch, by focusing on the following strategic pillars:</p> <ul> <li>Aims and goal setting</li> <li>Segmentation and targeting</li> <li>Communications strategy</li> <li>Copywriting</li> <li>Layout and creative</li> <li>Testing and optimisation</li> </ul> <p>The report also includes a ‘Quick Start’ guide for readers who are looking for short, immediately actionable steps, each set of suggestions tailored to a different level of experience:</p> <ul> <li>Before you start email marketing</li> <li>Intermediate level</li> <li>Refresher tactics for advanced email marketers</li> </ul> <h2>Contributors and reviewers</h2> <p>This report has been updated by <strong>Natalie Rockall</strong> and <strong>Steffan Aquarone</strong>. Natalie is a commercially minded email marketing expert with more than 14 years’ marketing experience. Qualified with the Chartered Institute of Marketing and the Institute of Direct and Digital Marketing, Natalie is also founder of Eleven11 Digital.</p> <p>Steffan leads Econsultancy's Best Practice Report programme. He is a digital entrepreneur and speaker who has trained big brands and spoken around the world on innovation, entrepreneurship and digital marketing.</p> <p>This report builds on a 2014 version, which was authored by <strong>Dave Littlechild</strong>. A founding member of email marketing software provider Adestra, Dave has been at the cutting edge of email marketing for more than a decade.</p> <p>Natalie and Steffan have put together this updated report with the aid of an expert team of contributors who have kindly given their time and effort to producing this guide. Contributors to this report include:</p> <ul> <li> <strong>Alice Cornell</strong>, Director of Email Deliverability, Change.org</li> <li> <strong>Catherine Loftus</strong>, Senior Marketing Manager, TrustedHousesitters</li> <li> <strong>Nick Crawford</strong>, Interim Head of eCRM, Travelodge</li> <li> <strong>Rachel Whitter</strong>, Email Channel Manager, RSPB</li> </ul> tag:econsultancy.com,2008:BlogPost/69463 2017-09-29T16:43:30+01:00 2017-09-29T16:43:30+01:00 10 delightful digital marketing stats we’ve seen this week Nikki Gilliland <p>Without further ado...</p> <h3>Digital ad fraud predicted to rise to $19bn in 2018</h3> <p>A new report by <a href="https://www.juniperresearch.com/researchstore/content-commerce/future-digital-advertising/ai-ad-fraud-ad-blocking-2017-2022" target="_blank">Juniper Research</a> predicts that digital ad fraud will cost advertisers $19bn in 2018 – that’s equivalent to $51m per day. This figure, which represents advertising on online and mobile devices, is also predicted to rise to $44bn by 2022. </p> <p>Meanwhile, the report further predicts that platforms using AI for targeting purposes will account for 74% of total online and mobile advertising spend by 2022.</p> <h3>Honesty is the key to winning trust from travel consumers</h3> <p>According to research by the <a href="https://dma.org.uk/research/dma-insight-customer-engagement-focus-on-travel" target="_blank">DMA</a>, simple factors like honesty and value for money can instill trust in travel consumers – perhaps even more so than technological innovation.</p> <p>The DMA found that 59% of consumers want value for money, 58% want ease of use, and 58% want good customer service from travel brands. Similarly, these factors can also keep customers loyal, with 53% saying good customer service would lead to a repeat booking, and 40% saying the same for deals and loyalty schemes.</p> <p>That's not to say customers don’t want the convenience of technology as well. 52% of consumers say they would use a chatbot to help with pre-travel questions, and 53% would be interested in using a VR headset to see a hotel room.</p> <p><img src="https://assets.econsultancy.com/images/0008/9270/DMA.JPG" alt="" width="750" height="568"></p> <h3>Three in four UK consumers are concerned about privacy of connected devices</h3> <p>New research from <a href="http://www.worldpay.com/uk/about/media-centre/2017-09/shoppers-give-thumbs-up-to-in-store-biometrics" target="_blank">Worldpay</a> has revealed a lack of trust in connected devices among UK consumers. </p> <p>In a study of over 2,000 people, just 23% of UK respondents said they feel comfortable with a smart device such as a fridge or virtual assistant ordering items on their behalf. Not only did the study uncover that Brits are laggards when it comes to Internet of Things adoption, but also that privacy is still a massive barrier. </p> <p>Worldpay found that 78% of British consumers are worried that businesses would share their personal data, while 77% are concerned about the prospect of devices being hacked by fraudsters. UK consumers are clearly a stubborn lot too, as 33% claimed that nothing would make them feel comfortable with automated purchasing.</p> <h3>93% of consumers would consider a rival brand after a negative email experience</h3> <p>A new report by <a href="https://www.mailjet.com/blog/guide/transactional-research-report/" target="_blank">Mailjet</a> suggests that lost emails can negatively affect levels of customer retention.</p> <p>Research has found that 28% of consumers across the UK now receive four or more transactional emails per day. Furthermore, 77% state they always check that they have received a purchase confirmation email, and 41% won’t wait more than one minute for a transactional email to arrive before getting annoyed with the company they are using.</p> <p>Consequently, 93% of customers would consider choosing a rival provider following a negative transactional email experience, with 21% of UK consumers saying speed of email delivery is the most important factor.</p> <p><img src="https://assets.econsultancy.com/images/0008/9269/Mailjet.JPG" alt="" width="760" height="407"></p> <h3>Decline in number of retailers offering free returns </h3> <p>Research by <a href="https://emea01.safelinks.protection.outlook.com/?url=http%3A%2F%2Fwww.reboundreturns.com%2Fquarter-2-2017&amp;data=02%7C01%7Cdavid.moth%40econsultancy.com%7C3ed69e69770147425ea908d50590c01e%7Cfdd3bf0d1bfa49198a45f1a311d56753%7C0%7C0%7C636421041622281531&amp;sdata=%2B%2F6%2FC2F5MpzzWUd4cyJCEreZwzqYMJR1Zszj3mYBFHE%3D&amp;reserved=0" target="_blank">ReBound</a> has uncovered a drop in the number of UK and European retailers offering their customers free returns. In a study of over 200 leading fashion brands, just 28% were found to offer free returns – a big decrease from 55% in Q1.</p> <p>ReBound’s report also found that the majority of retailers are failing to be upfront about their returns policies, with just 6% promoting their returns policy at all three key stages of the purchase journey – product page, basket, and checkout.</p> <p><img src="https://assets.econsultancy.com/images/0008/9276/Returns.jpg" alt="" width="760" height="456"></p> <h3>Social sentiment for Uber increases following licence revoke </h3> <p>Since TFL announced that it won’t be renewing Uber’s licence to operate, social media has been awash with conversation about the decision. 4C Insights has been looking at engagement and sentiment for both companies across platforms including Facebook and Twitter.</p> <p>Surprisingly, it found that sentiment has dropped 13% for TFL since the announcement, with Uber remaining level despite the working practices highlighted by TfL's decision. </p> <p>With 730,000 signatures on the petition for Uber to have its London license renewed, it seems the general attitude on social media is annoyance at the service being taken away. </p> <h3>90% of Gen Z travellers influenced by social media</h3> <p>When it comes to travel plans, <a href="https://info.advertising.expedia.com/travel-and-tourism-trends-for-american-travelers" target="_blank">Expedia Media Solutions</a> has revealed that the Generation Z is the demographic most influenced by social media, with Instagram and Facebook being named as the most influential platforms. </p> <p>While Gen X (or millennials) are influenced less by social media than younger generations, more than half of them say Facebook has an effect on their decision-making.</p> <p>Lastly, baby boomers are the least likely to research travel destinations on social media, with more than 55% already deciding where to go, and 43% saying they don’t need help with planning.</p> <p><img src="https://assets.econsultancy.com/images/0008/9272/Expedia.JPG" alt="" width="780" height="347"></p> <h3>iOS 11 sparks consumer demand for new AR apps</h3> <p>Following on from the launch of iOS 11 and Apple’s new AR platform, ARKit, consumer demand for AR apps is on the rise.</p> <p>A new report by <a href="https://emea01.safelinks.protection.outlook.com/?url=http%3A%2F%2Fdigitalbridge.eu%2Fdownload-our-new-report-augmented-reality-changing-the-face-of-retail%2F&amp;data=02%7C01%7Cnikki.gilliland%40centaurmedia.com%7Cadb8f897d4ac427e9e8d08d505beece0%7Cfdd3bf0d1bfa49198a45f1a311d56753%7C0%7C0%7C636421239942488912&amp;sdata=DN6h7HZhQ23xErI%2BpE0u4xwhEyFol2J3t7zrWcfNRAo%3D&amp;reserved=0" target="_blank">DigitalBridge</a> suggests that 61% of consumers say augmented reality is the technology they are most excited about using, compared to 30% for virtual reality. Consequently, 69% now expect retailers to launch an AR app within the next six months.</p> <p>Meanwhile, a further 18% of consumers don’t expect to be kept waiting longer than 12 months before they are offered access to an augmented reality platform, and 82% are expecting the technology to be made available via mobile.</p> <h3>Consumers fail to recall brand logos</h3> <p>Signs.com has been looking at how well consumers can recall the brand logos they see every day. <a href="https://www.signs.com/branded-in-memory/" target="_blank">The study</a> involved 150 participants drawing 10 famous logos from memory, including Apple, Burger King, and Domino's.</p> <p>Results found that just 6% of people could recall the Starbucks logo – perhaps surprising considering many participants buy one of the 18m cups of coffee it sells per day.</p> <p>Ikea saw the most success, with nearly a third of participants recreating near-perfect logos. Meanwhile, more than 20% of participants wrongly included a crown when drawing the Burger King logo, despite the fact that the design hasn’t included one in almost 50 years.</p> <p>Lastly, one in three participants incorrectly included a stalk in the Apple logo. </p> <p><img src="https://assets.econsultancy.com/images/0008/9271/brand_logos.JPG" alt="" width="550" height="631"></p> <h3>Pizza generates 26m shares on Instagram</h3> <p>Lastminute.com has revealed the world’s most-shared food trends, including the top international foods and the most popular obscure trends.</p> <p>Topping the list of the most-shared international foods is pizza, with 26m shares on Instagram. This is followed by sushi with 17.6m shares, and pasta with 11m shares.</p> <p>Meanwhile, matcha tea was found to be the most popular unusual food, generating 2.5m shares. Cronuts, bubble tea, and freakshake also appear in the top 10 obscure foods Instagram users love to document.</p> tag:econsultancy.com,2008:WebinarEvent/902 2017-09-28T04:06:24+01:00 2017-09-28T04:06:24+01:00 Email: Trends, Data and Best Practice <p>This webinar will highlight results from Econsultancy report, <a href="https://econsultancy.com/reports/email-census" target="_blank">Email Marketing Industry Census</a>.</p> <p>The live session will be hosted by <strong>Jeff Rajeck, Research Analyst, APAC at Econsultancy</strong>.</p> <h4> </h4> <h4>Webinar done in collaboration with:      <a href="https://www.ntuc.org.sg/uassociate/" target="_blank"><img src="https://assets.econsultancy.com/images/resized/0008/9214/u_associate__integration_endorsement__logo-blog-flyer.png" alt="" width="290" height="89"></a> </h4> <p><strong>FAQ:</strong></p> <p><strong>I'm not an Econsultancy subscriber, can I join?</strong></p> <p>Ans: You sure can. The sessions are complimentary for existing customers and new friends.</p> <p><strong>Will the session be recorded?</strong></p> <p>Ans: Yes! We record all of our webinars, and we'll send out a link to the recording the following week.</p> <p><strong>What if I register but can't make it?</strong></p> <p>Ans: It's all good. We'll send a follow-up with key takeaways and a link to the recording.</p> <p><strong>Can I ask questions?</strong></p> <p>Ans: Absolutely! This session is for you. Bring your questions and participate during Q&amp;A.</p> tag:econsultancy.com,2008:Report/3008 2017-09-25T11:33:00+01:00 2017-09-25T11:33:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:TrainingDate/3247 2017-09-08T11:13:37+01:00 2017-09-08T11:13:37+01:00 Mini Masters in Digital Marketing Online <p>If you want to accelerate your career to take a leadership role as a professional digital marketer then the Econsultancy Mini Masters in Digital Marketing is the course that will give you the practical and strategic skills to step up.</p> <p style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">Econsultancy’s Mini Masters is taught online with intensive, challenging, interactive modules taught by the very best in the business. Formalise your existing skills, and come away with the confidence that you really know your stuff – and how to prove it at the highest level. </p> <p style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><strong>Book your place now! Next course dates are in April and October 2018.</strong></p> tag:econsultancy.com,2008:TrainingDate/3246 2017-09-08T11:02:07+01:00 2017-09-08T11:02:07+01:00 Mini Masters in Digital Marketing Online <p>If you want to accelerate your career to take a leadership role as a professional digital marketer then the Econsultancy Mini Masters in Digital Marketing is the course that will give you the practical and strategic skills to step up.</p> <p style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">Econsultancy’s Mini Masters is taught online with intensive, challenging, interactive modules taught by the very best in the business. Formalise your existing skills, and come away with the confidence that you really know your stuff – and how to prove it at the highest level. </p> <p style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><strong>Book your place now! Next course dates are in April and October 2018.</strong></p> tag:econsultancy.com,2008:BlogPost/69394 2017-09-01T12:18:43+01:00 2017-09-01T12:18:43+01:00 10 stupendous digital marketing stats we’ve seen this week Nikki Gilliland <p>Please enjoy.</p> <h3>McGregor generates the most social media engagements</h3> <p>He might have lost in the ring, but data from <a href="http://www.4cinsights.com/news/" target="_blank">4C Insights</a> has revealed that Conor McGregor was victorious in generating online media conversation.</p> <p>McGregor saw more than 3,294,078 Facebook and Twitter engagements on fight night, which includes tweets, retweets, replies and likes. In comparison, Mayweather generated 2,986,484 engagements, highlighting McGregor’s ability to generate mass hype and media discussion.</p> <p>The fight amassed 889,705 engagements on Facebook and Twitter in the week leading up to it, before a massive surge on the night itself saw engagements rise 605% to 6,280,562.</p> <h3>Small businesses falling behind on digital transformation</h3> <p><a href="https://www.g2crowd.com/blog/small-business/introducing-crowd-views-iii-small-business-technology/" target="_blank">G2 Crowd</a>’s third quarterly report has revealed that small business owners are failing to effectively market their businesses in a digital world. Research found that 24% of businesses are still largely investing in either newspaper ads and/or billboards, while only 19% of respondents are spending money on Google AdWords. </p> <p>That being said, the report suggests that technology is an area of focus for small businesses interested in scaling growth, with 47% planning to increase IT spending this year.</p> <h3>Number of hours spent checking email decreases 27%</h3> <p>According to Adobe’s third annual <a href="https://blogs.adobe.com/conversations/2017/08/consumers-are-still-email-obsessed-but-theyre-finding-more-balance.html" target="_blank">email survey</a>, people are checking their work and personal email less frequently than they were in 2016.</p> <p>The overall number of hours spent on email per day decreased 27% from last year. Specifically, there was a 28% decrease in consumers checking email messages from bed in the morning, with more than a quarter of consumers now waiting until they get to the office to check their inboxes. </p> <p>The report also suggests one in five consumers never check email outside of normal work hours, and nearly half don’t or rarely check while they’re on holiday. </p> <p>However, this is not the case for millennials. More than half of 18-24 year olds still check their email while in bed in the morning, and 43% of millennials aged 25-34 admit to doing the same.</p> <p><img src="https://assets.econsultancy.com/images/0008/8676/Adobe.JPG" alt="" width="780" height="311"></p> <h3>Google and Alexa make up 90% of voice commerce market share</h3> <p>The news that Amazon and Google are joining forces could mean big things for voice commerce, according to insight from Walker Sands.</p> <p>Currently, 24% of consumers own a voice controlled device, while 20% plan to purchase within the next year. Together Google and Alexa make up approximately 90% of the market share. </p> <h3>US social ads failing to drive conversions</h3> <p>Research by <a href="https://civicscience.com/facebook-ads-affect-purchases-snapchat-twitter-instagram-combined/" target="_blank">CivicScience</a> has found that ads on social platforms like Facebook and Instagram are failing to convert users. </p> <p>In a survey of over 1,900 US consumers, just 1% of respondents aged 13 and older said they have previously made a purchase based on a Snapchat ad, and only 4% said they have bought anything after seeing an Instagram ad. Overall, 45% said that they have never purchased anything based on ads they saw from social media sites, and over a third said they don’t use social media.</p> <p>Facebook was found to be the most influential channel for purchasing behaviour, with 16% of consumers buying a product based on a Facebook ad.</p> <p><img src="https://assets.econsultancy.com/images/0008/8675/CivicScience.JPG" alt="" width="780" height="394"></p> <h3>Personalisation brings footwear brand 64% increase in ROI </h3> <p>Dune London has revealed that it’s seen a 64% increase in return on investment per customer after personalising its media to real people, in partnership with <a href="http://info.conversantmedia.eu/dune-london" target="_blank">Conversant</a>.</p> <p>Instead of targeting segments or cookies, Dune tailored messages to individual customer’s specific needs and interests. This involves showing complementary products post-purchase, and tailoring ads according to what kinds of products a customer tends to browse and buy the most.</p> <p>As well as a 64% increase in ROI per customer, personalisation also led to a 33% increase in messaged conversion rate.</p> <h3>Push notifications boost in-app spending by 16%</h3> <p>According to <a href="http://www.prnewswire.com/news-releases/leanplums-analysis-reveals-push-notifications-increase-in-app-spend-16-and-drive-96x-more-users-to-buy-300510182.html?tc=eml_cleartime" target="_blank">Leanplum</a>, push notifications can lead to a significant increase in mobile conversions.</p> <p>The Insights to Mobile Revenue report states that push notifications can boost in-app spending by 16% – driving nearly 10 times more users to make a purchase compared to those who did not receive one.</p> <p>Research also found that promotional push notifications sent on a Saturday resulted in over twice as many purchases than notifications sent on Thursday. Meanwhile, push notifications sent during the late afternoon lead to 2.7 times more purchases than any other time of day.</p> <p><img src="https://assets.econsultancy.com/images/0008/8674/Leanplum.JPG" alt="" width="500" height="509"></p> <h3>One in nine marketers will spend more than £100,000 on influencers in the next year</h3> <p>New research from Takumi has revealed that one in nine marketers plan to spend in excess of £100,000 on influencer marketing in the next 12 months.</p> <p>39% of professionals say they will spend up to £10,000, while a further fifth predict their budget to fall somewhere between £10,000 and £100,000. In contrast, just 4% say they plan to forgo influencer campaigns entirely. </p> <p>This shows the extent to which influencer marketing has grown in popularity, with 26% of marketers now believing it is a more effective way to target consumers than traditional advertising. 43% agree that it is more effective, but only for millennial audiences.</p> <h3>‘In the moment’ searches are on the rise</h3> <p><a href="https://www.thinkwithgoogle.com/consumer-insights/consumer-immediate-need-mobile-experiences/?utm_medium=email&amp;utm_source=promo&amp;utm_team=twg-us&amp;utm_campaign=20170829-twg-micro-moments-email-B&amp;utm_content=cta&amp;mkt_tok=eyJpIjoiWlROaE16STJaVE00TkdJdyIsInQiOiI3cVpldDV6cml6S1wvbHlhM0t1SjJzckdyUVZseGQ1NmtjeVwvUmtQXC9mYUVQTmExOEJOZFRNUWJmRkxVcUR0Z0JmcDZNaGMrbFVWNzlDQ2dxYjNia0hjc2FXeEZqd2IwUHFOdVo5N3p5Zk1QM0MxdjBXU1NxUktkNDZ1dVdQWlM0aSJ9" target="_blank">Google research</a> has found that consumers are more impatient than ever before, with increasing expectations for brands to immediately meet their needs. </p> <p>Searches related to ‘same-day shipping’ have grown more than 120% since 2015. Similarly, searches for ‘open now’ have tripled over the past two years, while searches for ‘store hours’ have dropped.</p> <p>Lastly, Google found that travel-related searches for ‘tonight’ and ‘today’ have grown more than 150% on mobile, reflecting consumer demand for spontaneous and in-the-moment bookings.</p> <p><img src="https://assets.econsultancy.com/images/0008/8673/Open_Now.JPG" alt="" width="780" height="454"></p> <h3>Consumers more likely to make frivolous purchases on touchscreens</h3> <p>A <a href="http://www.sciencedirect.com/science/article/pii/S0969698917300024" target="_blank">new study</a> has revealed that consumers are more likely to make purchases when browsing on a touchscreen device, especially when it comes to things they don’t necessarily need.</p> <p>This is because touchscreens create more experiential thinking in users, while desktops evoke rational consideration. </p> <p>An experiment found that participants were more inclined to buy a restaurant gift card than a grocery gift card on a touchscreen, while desktop users favoured the opposite. In this sense, desktop elicits a similar response to shopping in-store, where a series of logical steps means we are less likely to be driven by emotions or impulse.</p> tag:econsultancy.com,2008:BlogPost/69371 2017-08-30T13:00:00+01:00 2017-08-30T13:00:00+01:00 Four factors that can impact the success of email subject lines Nikki Gilliland <p>A new report by <a href="http://www.yeslifecyclemarketing.com/campaign/benchmarks/vwo-subject-line-benchmarks" target="_blank">Yes Lifecycle Marketing</a> delves into this very topic, highlighting how various types of subject line components can impact marketing in different industries. </p> <p>Here’s a bit of insight into the research, along with a few examples of brands displaying best practice.</p> <h3>Personalisation</h3> <p>Most tend to agree that personalisation is an effective marketing tool. Econsultancy’s <a href="https://econsultancy.com/reports/email-census" target="_blank">Email Census</a> found that marketers who are proficient in personalisation are more than twice as likely to rate their overall email campaign performance as ‘excellent’ or ‘good’ than marketers who are not.</p> <p>The research by Yes Lifecycle Marketing backs this up with further proof of success. It found that emails which included personalisation in their subject lines significantly outperformed those that didn’t, with these emails generating 50% higher open rates, 58% higher click-to-open rates, and double the unique click rates.</p> <p><img src="https://assets.econsultancy.com/images/0008/8518/Yes_Lifecycle.JPG" alt="" width="780" height="259"></p> <p>These results stem from the analysis of more than 7bn emails sent in Q2 2017, but surprisingly, the report also states that just 2% of all these emails included personalisation in their subject line.</p> <p>As well as shunning personalisation altogether, it also appears as if most marketers are focusing on its most simplistic (and less effective) forms. Many brands merely use the recipient’s name rather than any personal data or information generated from interaction or engagement, including factors like abandoned baskets or previous purchases.</p> <p>This subject line from Mr. Porter is a rather poor example of personalisation, merely hinting at the promise that it’s customised for me, when in reality it’s generic.</p> <p><img src="https://assets.econsultancy.com/images/0008/8511/Mr_Porter.JPG" alt="" width="592" height="148"></p> <p>In contrast, a brand that often draws on deeper levels of personalisation for its subject lines is <a href="https://econsultancy.com/blog/68562-why-personalisation-is-key-to-trainline-s-social-media-strategy" target="_blank">Trainline</a>. The below is an email I received after looking up train times from London to Exeter. </p> <p>Incorporating my name, previous browsing behaviour, and the incentive of a cheaper ticket – it’s a good example of data-driven targeting.</p> <p><img src="https://assets.econsultancy.com/images/0008/8512/Trainline_subject_line.JPG" alt="" width="628" height="139"></p> <h3>Length</h3> <p>According to research from Return Path, <a href="http://www.businesswire.com/news/home/20170718005446/en" target="_blank">over half of all emails</a> are now opened on mobile devices. This is pertinent particularly when it comes to the length of subject lines, as the average number of characters displayed on mobile is 35 – anything more is cut off and replaced by an ellipsis. </p> <p>Yes Lifecycle Marketing found shorter subject lines to be the most effective, generating an open rate of 18.5% compared to 14.8% for long subject lines, and 13.8% for mid-length subject lines. </p> <p>Of course, it is important to remember that other factors might have affected this, including things like type of industry and pre-header text.</p> <p>One aspect that I find particularly interesting is that subject lines over 60 characters generated higher open rates than those between 21 to 60 – even when the end might have been cut off. This is perhaps due to natural curiosity, with users feeling inclined to find out how the sentence finishes, coupled with a long subject line evoking the sense that a brand has lots of offer.</p> <p>In terms of industry, retail appears to benefit the most from short subject lines, seeing an 18.3% open rate on this compared to 15.3% for longer subject lines. The fact that this varies across industries does suggest there is no set formula, but a short and snappy message coupled with a specific offer appears to be a winning combination for retailers.</p> <p><img src="https://assets.econsultancy.com/images/0008/8519/Retail_SL.JPG" alt="" width="482" height="437"></p> <p>This subject line from H&amp;M is rather in-your-face, but it’s also a good example of how to use urgency to drive click-throughs.</p> <p><img src="https://assets.econsultancy.com/images/0008/8513/H_M_subject_line.JPG" alt="" width="540" height="149"></p> <h3>Types of trigger</h3> <p>Another important factor to consider in conjunction with subject line length is the type of triggered campaign. In other words, whether or not it's an email for a customer that has abandoned their basket, signed up to a newsletter, or failed to engage with a brand for a significant period of time.</p> <p>In Q2 2017, Yes Lifecycle Marketing found 69% of brands sent <a href="https://econsultancy.com/blog/68824-10-examples-of-welcome-emails-of-varying-quality-from-online-retailers/" target="_blank">welcome emails</a> with subject lines between 21 to 50 characters long. This length generated an open rate of 24.3%.</p> <p>In contrast, just 7% of brands sent welcome emails with subject lines between one and 20 characters. However, this length achieved a 32.4% open rate, showing that short welcome emails are effective at engaging users.</p> <p>Despite heading into mid-range territory in terms of length, this subject line from Oliver Bonas uses an abbreviation to help keep it as short as possible, while the discount drives interest.</p> <p><img src="https://assets.econsultancy.com/images/0008/8514/OB.JPG" alt="" width="572" height="149"></p> <p>Short subject lines have also been found to successfully increase open rate for abandonment emails. This is because most longer subject lines include incentives to complete a purchase, which can be scanned without opening the email, whereas short versions can evoke intrigue.</p> <p>Across all triggers, including birthdays, welcome or abandonment, subject lines that include a specific offer in the subject line drive the most opens. </p> <h3>What about emojis?</h3> <p>While we’ve established that the shorter the better, brands are also experimenting with other strategies including <a href="https://econsultancy.com/blog/68745-five-examples-of-brands-using-emojis-in-marketing-campaigns">emojis</a> and slang.</p> <p>It can be divisive tactic, but Get Response suggest that emojis can be a good thing. It found that emails with emojis in the subject line had a slightly higher open rate of 26.67% versus 24.07% for those without. </p> <p>Similarly, <a href="https://returnpath.com/downloads/emoji-report/?sfdc=70137000000EEbp" target="_blank">Return Path</a> found that emojis relating to seasonal events increased open rates. Valentine's Day-related emails using the 'lips' emoji generated an open rate of 24%, compared with 20% for the same email with a text-only subject line. </p> <p><a href="https://www.econsultancy.com/blog/69311-six-lessons-we-can-learn-from-the-best-stationery-brands-on-instagram" target="_blank">Stationery brand</a> Papier often does a similar thing, injecting a bit of flair and character into its subject lines with themed emojis.</p> <p><img src="https://assets.econsultancy.com/images/0008/8515/Papier.JPG" alt="" width="397" height="142"></p> <p><img src="https://assets.econsultancy.com/images/0008/8517/Papier_2.JPG" alt="" width="437" height="133"></p> <p>Another benefit of using emojis is that they save space, especially on mobile. Instead of writing a super-long subject line, an emoji can be used in place of a word, conveying a lot of information in just a single character.</p> <p>Elsewhere, it can also be effective for connecting with a target audience, particularly younger consumers who typically use emojis in every day communication. </p> <h3>In conclusion…</h3> <p>Most research suggests that short, personalised, and offer-based subject lines are the most effective – as long as it's in a style that reflects the brand's wider tone of voice.</p> <p>That being said, with so many variable factors, testing is the only real way for brands to define the kind of subject line that will truly resonate with their audience. </p> <p><em><strong>To learn more about email marketing, check out Econsultancy's range of <a href="https://www.econsultancy.com/training/courses/topics/email-ecrm/" target="_blank">training courses</a>.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69377 2017-08-29T09:19:00+01:00 2017-08-29T09:19:00+01:00 10 marvellous digital marketing stats we’ve seen this week Nikki Gilliland <p>In the meantime, let’s get down to business.</p> <h3>46% of consumers have used social media to ‘call out’ brands</h3> <p>A new report by <a href="https://sproutsocial.com/insights/data/q3-2017/" target="_blank">Sprout Social</a> has revealed that 81% of consumers think social media has increased accountability for brands, with 80% also saying that it helps to uncover unfair behaviour.</p> <p>75% of consumers also think social has increased power for consumers, while 65% also think that it helps to amplify issues. </p> <p>Consequently, 46% of consumers say they have used social media to hold brands to accountability, with millennials being particularly quick to do so. 56% of millennials have used social media to call out or complain about a brand compared to just 39% of other generations.</p> <p><img src="https://assets.econsultancy.com/images/0008/8551/Sprout_Social.JPG" alt="" width="650" height="416"></p> <h3>Ecommerce brands should send between 21-30 holiday-related emails</h3> <p><a href="https://www.klaviyo.com/blog/holiday-email-campaign" target="_blank">Klaviyo</a> has been researching the optimum amount of holiday-related marketing emails for ecommerce companies.</p> <p>Taking into account the average revenue generated by emails sent, it found that companies across industries including fashion, beauty and food saw the most success when sending in the range of 21-30 emails. Brands within this bracket saw an increase in revenue of up to 77 times compared to sending between 1-10 emails.</p> <p>The study also found that fashion brands tend to perform well when including a percentage of money off in the subject line, while beauty brands see an increase in conversion when they include a sense of urgency.</p> <h3>Educating internet users could help improve CRO </h3> <p>Research by <a href="http://content.digitalmediastream.co.uk/blog/transparency-could-be-key-to-conversion-rate-optimisation" target="_blank">Digital Media Stream</a> has found that levels of trust in digital marketing channels is often dependent on the user’s understanding of how that channel works.</p> <p>In a study of 2,000 regular internet users, it found users with a moderate or high comprehension of how cookies work to be nearly three times more likely to click on a retargeted advert than those with low or no comprehension.</p> <p>56% of high comprehension users said they’re comfortable with seeing adverts that are based on their browsing behaviour, while 17% of users with low comprehension said they can find it alarming to see adverts with high relevance.</p> <h3>65% of consumers are fed up with irrelevant communication</h3> <p>Conversant’s 2017 <a href="http://info.conversantmedia.eu/2017-holiday-retail-outlook-report" target="_blank">Holiday Retail Outlook Report</a> has revealed that 65% of consumers say they are sent too many irrelevant messages from brands.</p> <p>Most consumers want personalised communication, with 87% of those aged 25-34 saying they’d be more likely shop with a retailer if it offered personalised offers, and 60% of younger shoppers wanting these personalised offers on mobile.</p> <p>Mobile is also a preferred device for millennials, with 35% of millennials aged 18-24 apparently preferring to communicate with retailers via text message.</p> <h3>Email click-through rates fall in 2016</h3> <p>According to the latest email benchmarking report from the DMA, UK email <a href="https://www.emarketer.com/Article/UK-Emails-Seeing-Their-Clickthrough-Rates-Fall/1016392" target="_blank">click-through rates fell in 2016</a>. </p> <p>While there was an open-rate of 14.2% – a similar figure to 2015 – click-through rates dropped from 1.8% to 1.6%. What’s more, click-to-open rates declined from 13.3% to 11% on the previous year.</p> <p>It’s been suggested that this could be due to a lack of compelling content, as well as consumers only clicking-through for certain types of businesses, such as travel and utilities.</p> <h3>Consumers are switching utility suppliers in search of ethical brands</h3> <p>According to <a href="https://www.echo-ms.com/uploads/resources/retaining-customers-in-a-world-of-choice.pdf" target="_blank">Echo Managed Services</a>, more than one in 10 consumers say they are likely to switch to a service provider or utility supplier that is seen to be more ethical than the competition.</p> <p>When it comes to evaluating a provider, 12% of consumers say that corporate social responsibility is now the main issue they’d consider. </p> <p>16% also say they would switch providers if their current supplier became involved in a public scandal, such as one that exposed poor customer service.</p> <p>Naturally, price still has a huge bearing on brand loyalty. 61% of consumers say they would switch to avoid a price increase, while 36% would review their bills and providers due to stretched household budgets.</p> <h3>Two out of three luxury shoppers prefer to use mobile</h3> <p>A new report by <a href="http://go.contentsquare.com/luxury-report" target="_blank">Content Square</a> has revealed that luxury shoppers are increasingly browsing on mobile, with two out of three preferring to shop via their smartphone.</p> <p>The research also found that 13% of luxury site visitors view more than six product pages during their first visit alone, and reportedly spending 12 seconds on each product page.</p> <p><img src="https://assets.econsultancy.com/images/0008/8548/Luxury_shopping.JPG" alt="" width="780" height="314"></p> <h3>Brands that avoid or condemn Trump see boost in positive sentiment</h3> <p>Since Under Armour’s CEO Kevin Plank revealed that he is to leave Donald Trump’s manufacturing council, the brand’s sentiment score has stood at a positive 89.4%.</p> <p>This is according to Brandwatch, which has also been monitoring the sentiment score of other companies that walked out on the manufacturing council. Social media conversation relating to Intel has been similarly positive, currently standing at 88.6%. </p> <p>In contrast, President Trump’s sentiment has taken a hit on social media, with the most-used hashtag in relation to this topic being #ImpeachTrump, garnering over 33m impressions.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">I love our country &amp; company. I am stepping down from the council to focus on inspiring &amp; uniting through power of sport. - CEO Kevin Plank <a href="https://t.co/8YvndJMjj1">pic.twitter.com/8YvndJMjj1</a></p> — Under Armour (@UnderArmour) <a href="https://twitter.com/UnderArmour/status/897250195787964416">August 15, 2017</a> </blockquote> <h3>Average Facebook interaction rate for brands is 0.21%</h3> <p><a href="https://www.quintly.com/blog/2017/08/average-interaction-rate-facebook-industry-insights/" target="_blank">Quintly</a> has analysed the average Facebook interaction rate for a number of industries, helping brands to gauge how and to what extent their content is driving action.</p> <p>It found the average interaction rate on Facebook across all the industries analysed to be 0.21%. Electronics and Media saw the lowest average interaction rate with 0.20%, while Health &amp; Beauty and Food &amp; Drink saw the highest with 0.44%.</p> <p>Interaction rate was fairly low across the board, however Quintly also discovered that the smaller the Facebook page – the higher the interaction rates tends to be. </p> <p><img src="https://assets.econsultancy.com/images/0008/8549/Quintly.JPG" alt="" width="400" height="509"></p> <h3>More than 80% of young people access mainstream online news content </h3> <p><a href="http://www.comscore.com/Insights/Presentations-and-Whitepapers/2017/UKOM-Insights-18-24s-and-Traditional-News-Brands?utm_campaign=EMEA_GB_AUG2017_GDOTHR_UKOM_TRADITIONAL_NEWS&amp;utm_medium=email&amp;utm_source=comscore_elq_EMEA_GB_AUG2017_GDOTHR_UKOM_TRADITIONAL_NEWS&amp;elqTrackId=5d4d1c02802648ba90e788dd4ab4a9d8&amp;elq=e345f3e1824f42a6b726353d29f77b89&amp;elqaid=5768&amp;elqat=1&amp;elqCampaignId=3631" target="_blank">ComScore</a> has been looking at the significance of traditional news brands for young online consumers in the UK. Data shows that in June 2017, 94.5% of those aged 18-24 accessed content from either a major online daily news title, BBC News or Sky News online. Meanwhile, 89% accessed content from more than one. </p> <p>Looking at the top six online newspapers, 84% of 18-24s accessed news channels (where news is separate from other categories like entertainment or sport) during this period, with 33% viewing content from two or more titles. </p> <p>So, while this demographic is not buying traditional newspapers, this data shows that mainstream media still plays a huge role in bringing news content to young people.</p> tag:econsultancy.com,2008:BlogPost/69331 2017-08-11T14:16:13+01:00 2017-08-11T14:16:13+01:00 10 stupendous digital marketing stats we’ve seen this week Nikki Gilliland <h3>Revenue from affiliate marketing increases 16% YoY</h3> <p style="font-weight: normal;"><a href="http://info.conversantmedia.eu/download-the-cj-affiliate-holiday-report" target="_blank">CJ Affiliate</a> has revealed that revenue from affiliate marketing within global publishers and advertisers increased by 16% year-on-year in November/December 2016, with an average 4% increase in the number of orders.</p> <p style="font-weight: normal;">The US market saw revenue growth of 16%, partly due to strong growth in overall basket value. The UK market experienced the strongest year-on-year growth in orders, with a 12% increase.</p> <p style="font-weight: normal;">In the UK, Black Friday and Cyber Monday saw levels of shopping demand to rival the US, with growth in orders increasing by 76% on Cyber Monday. The fact that UK retailers prepared for the holiday season earlier than in other markets also resulted in a stronger start to sales.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0008/8212/CJ_Affiliate.JPG" alt="" width="697" height="536"></p> <h3>Thursday at 4pm found to be the ideal time to send an email</h3> <p style="font-weight: normal;">In order to find out the worst and best times to send emails, <a href="https://www.getresponse.com/resources/reports/email-marketing-benchmarks.html" target="_blank">GetResponse</a> has analysed almost 2bn emails in 126 countries and across 19 industries.</p> <p style="font-weight: normal;">It found Thursday to be the best day, with emails shared seeing a 23.13% open rate and a 3.52% click through rate – the highest of any day of the week. Interestingly, it noted that the most emails are currently sent on Wednesday.</p> <p style="font-weight: normal;">4pm is apparently the best time of day to send emails, as messages sent at this time drove an open rate of 25.13% and a click-through rate of 3.82% - higher than any other time.</p> <h3>20% of global commercial email fails to reach the inbox</h3> <p style="font-weight: normal;">In other email-related news, Return Path’s <a href="https://returnpath.com/downloads/2017-deliverability-benchmark-report/?sfdc=70137000000EUhC" target="_blank">2017 Deliverability Benchmark Report</a> has revealed that 20% of all commercial email is still being diverted to spam folders or being blocked.</p> <p style="font-weight: normal;">While deliverability has improved slightly on last year’s global rate of 79%, it means that a significant amount is still missing the mark. </p> <p style="font-weight: normal;">The US saw the lowest inbox placement of any country, with just 77% of messages reaching inboxes, while Canadian marketers achieved one of the highest inbox placement rates in this study, seeing an average of 90%.</p> <p style="font-weight: normal;">Marketers in Europe generally exceeded the global inbox placement rate, with averages of 82% in France and Spain and 84% in the UK. </p> <h3>Half of firms avoid investing in new sales tech because of cost</h3> <p style="font-weight: normal;">A new study by <a href="https://files.sugarcrm.com/resources/analyst-reports/2017-SalesTech-Survey-Report.pdf" target="_blank">CITE Research</a> has found that 48% of businesses are putting off investing in technology for their sales teams because of concerns over cost.</p> <p style="font-weight: normal;">While 63% of UK companies still spend at least £1,200 on tech annually per sales employee – equipping them with technology like smart phones, laptops, CRM systems - 34% of respondents admit to being worried about the complexity of introducing new tech systems, and 20% are concerned about a lack of skills in using the tools.</p> <p style="font-weight: normal;">Sixty three percent of firms are also worried about the cost and effort needed to keep systems up to date, while 69% are concerned about the need for training staff.</p> <p style="font-weight: normal;"><em>"Why are you not yet using new technologies for your sales team?"</em></p> <p style="font-weight: normal;"><em><img src="https://assets.econsultancy.com/images/0008/8211/Why_aren_t_you_investing_in_tech.JPG" alt="" width="730" height="373"></em></p> <h3>Mobile traffic to ecommerce sites grows 23% YoY</h3> <p style="font-weight: normal;"><a href="https://www.demandware.com/shopping-index/" target="_blank">Salesforce’s Q2 17 Shopping Index</a> has highlighted how mobile continues to be a disruptive force in ecommerce, with the news that the global mobile traffic share has jumped 23% year-on-year to reach 57%. </p> <p style="font-weight: normal;">In the UK, mobile phones saw the biggest increase in buying intent (buyers as opposed to 'active shoppers') with a growth of 48% year-on-year. </p> <p style="font-weight: normal;">Eight percent of UK mobile traffic was driven solely by social apps such as Snapchat and Instagram – which is more than any other country globally.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0008/8214/Global_buying_intent.JPG" alt="" width="760" height="321"></p> <h3>Marketers are failing to keep up with offline consumer needs</h3> <p style="font-weight: normal;">A survey of 153 senior marketers by CMO Council found that just 16% believe they are responsive to consumer needs outside of the digital space. </p> <p style="font-weight: normal;">Less than one in five participants say they can make rapid alterations to products, experiences, services, and packaging based on demands.</p> <p style="font-weight: normal;">However, insight suggests that this is due to the increasingly focus placed on the digital realm, where 43% of brands saying they can respond to customer feedback about marketing campaigns in less than 24 hours online. </p> <h3>Brits spend over a quarter of time online on Facebook and Google</h3> <p>Verto Analytics has revealed that Google and Facebook account for one of every three and a half minutes Brits spend online. </p> <p>Analysis shows that British adults spend a total of 42.7m days a month across Google channels – including search, YouTube and Gmail – which is the equivalent of 17% of total UK internet time. </p> <p>Meanwhile, around 11% of time (or 28.4 million days) is spent on Facebook-owned platforms including WhatsApp and Instagram.</p> <p><img src="https://assets.econsultancy.com/images/0008/8210/Table_-_dominant_parent_co_s_by_time.PNG" alt="" width="511" height="534"></p> <h3>Brands are failing to reach women online</h3> <p>From analysis of 60,000 campaigns across 20 countries, <a href="http://www.nielsen.com/uk/en/insights/reports/2017/digital-ad-ratings-benchmarks-and-findings.html" target="_blank">Nielsen</a> has found that only half of UK online ad impressions targeting women actually reach them. </p> <p>In contrast, Nielsen noted a 62% success rate for campaigns targeting men. Just 22% of ad impressions reached women aged 18 to 34 compared with 33% reaching men of the same age.</p> <p>The overall hit rate for women in Europe is even lower than the UK, coming in at 46%. Just 45% of ad impressions reached women in Germany, and 49% in France.</p> <h3>Nine in 10 of Mum’s favourite sites offer poor mobile UX</h3> <p>There are nearly three million millennial mums in the UK, however new research by Equimedia has shown that many baby and parenting retailers are failing to deliver a positive mobile experience. This comes despite the fact that 94% of millennial mums are said to browse online primarily using their mobile.</p> <p>Equimedia found that 91% of the brand websites handpicked by mothers have poor mobile site speeds. What’s more, only two of the top brands listed in Babycentre’s recommended products list achieved a ‘good’ rating on mobile.</p> <p>With 40% of mums saying they would abandon a site if it takes more than three seconds to load – retailers are risking losing out on this valuable demographic.</p> <h3>Summer holidays sparks download surge on Amazon</h3> <p>School’s out for summer in Britain, which means many people are turning to Amazon to cure their August boredom.</p> <p>Hitwise has found that a massive 14.7m transactions took place on Amazon’s site last week – mirroring the number of transactions made during Prime Day. Meanwhile, there was a 13% increase in visits to Netflix.com from the weekend to Wednesday, and an 8% increase in visits to BBC’s iPlayer.</p> <p>Thankfully, it appears Brits aren’t just spending their summer glued to the telly – three of the top search terms across the whole of Amazon includes ‘books’ and ‘kindle books’.</p> <p><img src="https://assets.econsultancy.com/images/0008/8213/Hitwise_Amazon.JPG" alt="" width="648" height="200"></p>