Mobile messaging vital for customer engagement and marketing


Mobile messaging still provides one of the most effective channels for marketing compared to email, new research has revealed. As such enterprises are increasingly using mobile messaging in order to improve customer engagement, the study found.

The report, Why Enterprises Use Mobile Messaging, from enterprise mobile engagement specialist OpenMarket, pulls together data from OpenMarket research and independent mobile technology...

By Liz Morrell, 18 September 2015, 0 comments. Categories: Content Marketing, Customer Experience, Email marketing, Mobile Marketing.

Android email engagement increases while Apple slows


iOS based email usage is slowing across the EU whilst email engagement via Android is increasing according to new research released this week.

Data analysis from email delivery platform SendGrid shows that in the UK although the iPhone still makes up nearly a quarter (24%) of email opens the figure is down 8% on 2014 and despite iPhone opens and clicks  rising overall across the EU by 8%. In Slovakia however year on year use fell by...

By Liz Morrell, 27 August 2015, 0 comments. Categories: Email marketing.

Six month study shows major retailers failing to make the most from email marketing


Major retailers are failing to capitalise on the opportunities offered by email marketing, a new six month study has found.

The Customer Communications Report 2015, from strategic multichannel consultancy Practicology tracked the email newsletter activity of almost 100 retailers over a six month period and found several areas where big improvements could be made.

Of the 100 well known retailers chosen, Practicology was able to sign up and receive email marketing from 91 of them, without...

By Liz Morrell, 25 August 2015, 0 comments. Categories: Email marketing.

Mobile email opens hit record high in 2015 first quarter


M-commerce still has some way to go, but when it comes to consumers opening emails on mobile then smartphones win hands down it seems.

The latest quarterly report from Movable Ink, entitled the UK Consumer Device Preference Report, shows that mobile email opens hit a record high in the first quarter of this year with 71% of emails opened on smartphones and tablets compared to less than a third (29%) on desktops. The figures comprise 42% on smartphone and 29% on tablet and are up...

By Liz Morrell, 10 July 2015, 0 comments. Categories: Email marketing, M-Commerce, Mobile Marketing.

This new tool utilises predictive machine learning for content marketing

Picture credit: AVARI

A new tool has launched this week that its founders claim will help content marketers by allowing them to automatically inject relevant marketing materials into any email campaign, using any marketing platform.

The new tool, Next Best Content, is powered by personalisation tech specialist AVARI’s predictive analysis and machine learning technology that it claims helps to determine what each person wants to read next in real-time. The tool pulls from a brand’s content...

By Liz Morrell, 09 July 2015, 0 comments. Categories: Content Marketing, Data-driven marketing, Email marketing.

Consumers may be more open to email marketing than we think


Getting the balance of email marketing right is a constant challenge for marketers who often err on the side of caution since the risk is losing customers by bombarding them too much.

Yet a new report claims to have discovered that consumers are more receptive to email marketing than many believe. The report, from global data solutions provider Return Path, says that highly active users will actually tolerate up to an average of 5 messages a week before the level of complaints offset...

By Liz Morrell, 01 July 2015, 1 comment. Categories: Customer Experience, Email marketing.

Where does the affiliate marketing channel stand today?


I recently attended a dinner with a number of peers and they all had very different views and opinions on what affiliate marketing stands for in 2015. This highlighted a niggling concern I have had for a while; the lines have blurred between what affiliate marketers have responsibility for in the digital and marketing landscape versus display, social, search, email, and so on.

Even those that work in the channel find it hard to have a unified consensus on what it actually means. If we...

By Helen Southgate, 21 May 2015, 0 comments. Categories: Data-driven marketing, Email marketing, Search Marketing.

Hold back on that clickbait headline for email marketing campaigns

(c) Kujansuu

Advertisers that focus on clickbait email subject lines that overly sensationalise the content of their email marketing messages are failing according to a new study from data solutions provider Return Path.

The report, entitled The Art and Science of Effective Subject Lines, found that typical clickbait subject lines – such as “you won’t believe this shocking secret” were great at capturing web traffic but not so much at capturing readers of email...

By Liz Morrell, 15 May 2015, 0 comments. Categories: Best Practice, Email marketing.

Why there's still life in the old email marketing dog yet


Email marketing is enjoying a resurgence according to a new report from the DMA which says that ROI, delivery rates conversion rates and open and click-through rates all increased in 2014 compared to the year before.  As a result more than half of those surveyed (51%) expect to increase their budgets on email campaigns this year. Only 4% predict their email marketing budgets will decline.  

The results, from DMA’s National Client Email Report, shows that ROI on...

By Liz Morrell, 23 April 2015, 0 comments. Categories: Email marketing.

Are your email marketing campaigns matching up to the industry standard?


An industry benchmark report from email marketing provider has found open rates at nearly a quarter across all campaigns analysed and an increase in 17 sectors across 2014, with click rates declining at a small rate.

While overall opens hit 24.45%, mean click through rates were at 3.13% and unsubscribes at 0.55%, with median click through rates at 2.36%, and median opens at 24.22%. Mobile opens, at 53.9%, has overtaken the desktop.

Yet the devil is in the detail; the public...

By James Bourne, 06 March 2015, 0 comments. Categories: Best Practice, Email marketing.

Personalised marketing: A primer


We are all familiar with marketing personalisation, even if we don’t think we are. Those emails you get that recommend products or services? On site content suggestions depending on what you have recently viewed? That is all marketing personalisation, and it works thanks to some innovative tech going on behind the scenes.

This is so prevalent online now, that it has become the expected norm. It is no longer enough to simply round up your latest offers and send them over to...

By Oren Greenberg, 09 February 2015, 0 comments. Categories: CRM, Customer Experience, Email marketing, Personalised Marketing.

Marketing reimagined: From cost centre to revenue generator


Perception is everything in marketing and a new study supplies evidence of the tainted view many employees have of their marketing department, however there are visible traces that this stance is weakening.

Forecast and advisory firm the Economist Intelligence Unit, which conducted research on behalf of Marketo, discovered that 68% of marketers believed the rest of their company viewed the marketing department as a cost centre.

Likely fuelled by misinformation, the study reports that...

By Simon Holland, 29 January 2015, 0 comments. Categories: CRM, Customer Experience, Email marketing, Social Media Marketing.

Marketers risk omni-channel success by overlooking mobile retargeting


Mobile might be a priority in the social and search marketing channels, but there are still a high proportion of display advertisers choosing to keep it at arm’s length.

In research conducted as part of its State of the Industry: Europe report, AdRoll discovered a 44% demographic of marketers who are still refusing to use retargeted display advertising on mobile.

It is a worrying statistic given the omni-channel opportunities that mobile offers marketers and Michael...

Why shoppers love personalised marketing


It was a marketing tactic that when first introduced often freaked internet shoppers out. Although product recommendations still surprise some consumers, most have realised that this is not some big brother happening, but a modern marketing technique that can benefit them.

Evidence of this trend can be found in new research that shows how shoppers are increasingly appreciating it, in the US at least. The survey asked US consumers about their views on personalisation and...

By Liz Morrell, 22 January 2015, 0 comments. Categories: Data Science, Data-driven marketing, Email marketing, Personalised Marketing.

Why email marketing is not dead yet


The focus on social and mobile as hugely growing marketing channels has meant the spotlight has gone off email marketing somewhat. But, according to a new report from Salesforce, 2015 State of Marketing – email marketing remains as important a tool than ever with marketers increasingly citing it as being core to their business.

The report shows that nearly three quarters (73%) of respondents said that email marketing was core to their business. When asked why 60% said it was a...

By Liz Morrell, 14 January 2015, 0 comments. Categories: Email marketing, Mobile Marketing, Social Media Marketing.

Is this the definitive marketing technology landscape graphic?

Lumascape kicked off the trend for bringing an entire industry together on a single graphic while others have followed too, but Scott Brinker’s latest offering adds some vastly improved organisation to this bustling industry.

Brinker’s marketing technology supergraphic manages to incorporate almost 2,000 different companies without ever looking too chaotic. It is no mean feat given how his annual project...

New tool promises to predict effectiveness of marketing campaigns


The launch of a new marketing prediction utility could mean marketers throwing away their crystal balls when trying to understand how effective their marketing is.

That is the claim of cloud marketing firm Emarsys, which has launched its new Smart Metrics tool this week. It claims the new solution gives brands the ability to predict revenue, purchase and engagement patterns, making trials and experimenting with campaigns a thing of the past.

The product allows marketers to see,...

By Liz Morrell, 08 January 2015, 0 comments. Categories: Data Science, Data-driven marketing, Email marketing.

Facebook launches Call to Action functionality for Pages

Picture credit: iStockphoto

Having a call to action has always been at the essence of any good marketing since that is the very point of marketing a brand or product.

Facebook for Business’s announcement, therefore, of a new call to action feature will help Pages drive business objectives further, since that call to action (CTA) can now be achieved simply with the press of a button.

The company is to roll out the new functionality in the US over the next few weeks and worldwide next year. The buttons...

The evolution of email and CRM in 2014

Picture credit: iStockphoto

There were many big changes in 2014 in the world of marketing technology, however the change that really stands out for me was the bold and high profile acquisitions of specialist email businesses made by some of the biggest players in CRM.

Oracle bought Responsys, while IBM snapped up Silverpop. Meanwhile, Campaign Monitor raised a hefty $250,000. This is evidence, were it needed, that 2014 was another big year for email.

The big CRM providers are not only realising the need for...

By Dela Quist, 12 December 2014, 1 comment. Categories: CRM, Customer Experience, Email marketing.

Ten last-minute Cyber Monday preparations for your e-commerce site

Cyber Monday 2013 was a landmark day in online retail and with this year’s event only weeks away, there are a number of last minute preparations e-sellers need to be making right now in order to take full advantage of the benefits headed their way. 

The craziness of the holiday season is just around the corner - Black Friday, Cyber Monday, Christmas, and Boxing Day are only weeks away and Cyber Monday in particular is the day that kick's off many online retailers' golden quarter.

According to...

By Jon Woodall, 24 November 2014, 0 comments. Categories: Commerce, E-Commerce, Email marketing, Paid Search.