Five martech lessons from 2017 you need to take into 2018

It’s the time of year when marketers commonly reflect on the past year and gear themselves up for what’s to come in the 12 months.

As we emerge blinking and bleary-eyed from the holiday season into 2018, it’s not just a case of focusing on ‘what’s new’. Part of growing and developing as a business requires an honest analysis of your successes and failures in 2017.

You take forward with you what worked and discard what didn’t.

There are in fact a number of key martech themes from...

Cultural stereotypes can be useful marketing tool, analysis reveals

No one likes to have assumptions made about them because of the country they come from, or the demographic they fall into. This is, however, how modern marketing works. The quest for ever-more personalised customer journeys often means putting people into neatly defined categories.

New research from AI marketing company Persado seems to show that, when it comes to email marketing at least, playing up to cultural stereotypes can be an effective strategy. The company analysed the subject lines of 3,500 emails...

By Colm Hebblethwaite, 13 December 2017, 1 comment. Categories: Email marketing.

Improve customer email engagement by 50% with heatmaps

Successful email campaigns begin with consumers opening messages – and yet open rates are only half of the equation.

Once the email has been opened, does the email deliver content effectively? Did it push the customer to take the desired action?

In a world where over 50% of email is opened on mobile devices, marketers must deliver engaging content, while competing for attention with SMS, mobile applications, Netflix, and more.

50% of email is opened on mobile devices

While most email marketing software...

By Omar Janabi, 31 August 2017, 0 comments. Categories: Email marketing.

The DNA of the perfect nurture sequence

Whatever the specific objective of an email campaign, the overarching goal of any nurture sequence remains constant – to encourage an individual along a journey to the point of peak engagement. Only then will a Marketing Qualified Lead (MQL) stand the greatest chance of becoming a Sales Qualified Lead (SQL).

However, with so much ‘noise’ in this communication space, this process is easier said than done. So how do marketers achieve that all-important cut through?

At this point, many...

By Adam Oldfield, 25 August 2017, 0 comments. Categories: Email marketing.

Moneysupermarket fined for ignoring email opt-outs

UK price comparison website Moneysupermarket.com Ltd has been fined £80,000 by the Information Commissioner’s Office (ICO), for continuing to send emails to customers that had previously opted out.

The ICO is a regulatory body whose role is to upload information rights in the public interest.

Over 10 days in 2016, the company sent out a whopping 7.1 million to people who had actively asked not to be included in any further direct marketing.

The email the company sent was about the updating of...

By Colm Hebblethwaite, 21 July 2017, 0 comments. Categories: Best Practice, Email marketing.

Why webinars are a key martech channel for sales enablement

As early as the 1990s, Microsoft and other tech companies were offering primitive web conferencing and webinar software options – but this soon ballooned into an industry in its own right.

Webinars and virtual meetings used to be a quick and easy way of connecting with geographically dispersed teams, delivering integrated internal communications, and providing training no matter the location. But their use in sales and marketing now means they are a powerful tool for business growth, and can be a key...

By Dan Purvis, 20 June 2017, 0 comments. Categories: Content Marketing, Data-driven marketing, Email marketing.

You’ve got SPAM: how inactive subscribers affect deliverability

As email marketers, we all send a variety of email streams based on various frequency schedules. We are often pushed to continue to grow reach.

Many organizations find themselves sending emails to all opted-in subscribers regardless of their engagement in a misguided effort to keep pushing forward. It’s so easy for organizations to think that more emails + more sends = more revenue.

But is that right?

Many fail to realize that more emails can begin to have an inverse relationship with revenue.

The role...

By Billy McNair, 08 June 2017, 0 comments. Categories: Email marketing.

Three deadly marketing automation mistakes – and what to do about them

Marketing automation is a relatively new concept which can work magic for businesses of all backgrounds. However, of the companies who invest, many fail to maximize their return from that investment, or even utilize marketing automation technology to its full capacity. The truth is many of the ineffective strategies boil down to several common mistakes.

In this post, we will discuss some of the most frequently-committed blunders and how to fix them. Let’s dive in.

Not segmenting email lists

This is one of the most...

By Pratik Dholakiya, 01 June 2017, 0 comments. Categories: Automation, Data-driven marketing, Email marketing.

Why email marketing isn’t at the heart of marketing automation

This may seem like an odd comment for an email marketing advocate to make; in fact, readers of my previous blog posts might wonder what I’m on about. After all, I’ve drafted post after post about segmentation best practice, the reactivation of dead leads and how to achieve true personalisation, and time after time I’ve hailed email as one of the incredible tools that can make the holy grail of ROI a reality.

But the important distinction is this.

Email marketing is, admittedly, an important...

By Adam Oldfield, 22 March 2017, 1 comment. Categories: Automation, Email marketing.