Hold back on that clickbait headline for email marketing campaigns

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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.

Insurers worst for responding to multichannel customer queries

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Social and online channels provide a great way to reach customers and be seen to deal with customer service queries well and yet new research shows that in the insurance industry only 40% of routine questions asked via such channels are answered.

The 2015 Eptica Multichannel Customer Experience Study, published this week, shows that whilst there have been some improvements in questions asked via email finding answers to questions on insurer websites has become harder whilst response rates...

By Liz Morrell, 08 May 2015, 0 comments. Categories: Best Practice, Customer Experience, Personalised Marketing.

The correct use of data for marketers: Big, little, or nearly any thing in between

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As a dedicated integrated media and marketing technologist long supporting the advent of personalised marketing (aka database marketing, perhaps aka as scientific marketing), I clearly see the use of data, clearly see the advantages of correctly applied data, and also see the confusion that may be widespread throughout our industry when the following question is asked: “Is there a correct process, methodology for the use of data – big or little?”

Two sides of the...

By Thaddeus Kubis, 09 April 2015, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing, Data Science.

How marketers need to adapt to new customer behaviours with the Apple Watch

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Having been the “invisible” exhibitor at Mobile World Congress against which other manufacturers’ smartwatch announcements were judged, Apple finally spilled the beans on its own wearable, the Apple Watch, at a special event on March 9. Six months after its initial announcement, the fruity firm finally revealed important details such as when the watch will be available to buy and how much it will cost. It is fair to say that it is expected to be yet another smash...

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

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An industry benchmark report from email marketing provider Sign-up.to 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.

Brand safety improves as 28 ad businesses recognised for combating online ad misplacement

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As brand safety becomes ever more of an issue it has been revealed this week that 28 ad businesses have now been awarded seals confirming that they are working hard to minimise online ad misplacement.

It follows the launch of the Digital Trading Standards Group (DTSG) Good Practice Principles, which were published in December 2013 and which outline six commitments for those involved in buying, selling or facilitating digital display advertising in order to significantly reduce the...

By Liz Morrell, 24 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.

IAB UK clamps down on native advertising with new guidelines

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Consumer transparency is firmly on the agenda as the internet advertising bureau (IAB UK) releases the first part of its guidelines for native advertising.

Advertisers, publishers, agencies and technology companies will all want to heed these new guidelines that make it easier for consumers to tell native advertising apart from the editorial it is designed to mimic.

The guidelines may have been devised by the IAB UK, but they also have the backing of other advertising...

By Simon Holland, 09 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Native Advertising.

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Drop your details to the right and we’ll send you our Incite Summit: East 2014 e-Book. Included are contributions from big-brand CMOs, SVPs, and VPs  on how to: 

  • Use data to create simple, smart, and connected customer experiences
  • Encourage interdepartmental collaboration and internal brand evangelism 
  • Tell stories with your content to connect with consumers
  • Talk to your customer where and when they’re listening 

Use the e-Book as a reference as you tackle your biggest challenges and priorities for the coming year. Get your copy now >>

By Richard Potts, 06 February 2015, 0 comments. Categories: Best Practice, Big Data, Customer Experience, Personalised Marketing.

Businesses must stay ahead of EC Data Protection Reforms, warns IAB

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It may have been a rather long-winded process but the European Commission‘s Data Protection Reforms could move forward dramatically this year and businesses must begin to prepare for the changes they will bring, according to the Internet Advertising Bureau UK (IAB).

The EC originally put forward proposals in January 2012 to harmonise the existing patchwork of different data protection rules across the continent, and replace what is now a rather outdated UK Data...

CMOs expected to have short shelf life over coming years

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Longevity may not be a word used to describe a chief marketing officer’s (CMOs) reign over the next few years if the predictions made by market research company IDC ring true.

A quarter of all high-tech CMOs will be replaced every year until 2018, according to the insights revealed during a recent IDC web conference that was part of the company’s new FutureScape report.

The figure might make gloomy reading for some, but Marketing Tech spoke to Donovan...

By Simon Holland, 19 December 2014, 0 comments. Categories: Advertising, Advertising Technology, Best Practice.