Why cross-channel is the future of email marketing

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Customers are engaging with your brand across an increasing number of touchpoints – websites, social media, in-store, mobile and tablets; but regardless of how they engage, they expect a customised, personalised, and consistent experience.

The modern marketer must be able to drive contextually relevant customer experiences to understand a customer’s behaviour across channels and action these immediately. It’s no longer good enough to simply send a one-off message...

By Kym Reynolds, 25 July 2016, 1 comment. Categories: Email marketing.

Do you have any of these email marketing bad habits?

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Email marketing is undoubtedly one of the most effective strategies in terms of ROI, with some businesses attributing more than a fifth of their overall sales to email marketing.

But it’s not always as simple as getting your message from A to B, and in light of recent email disasters, it’s important to be mindful of what not to do as well as best practices.

Read on to find six common behaviours that marketers would be wise to steer clear of:

Emailing someone who didn’t ask...

By Nate Skinner, 12 July 2016, 0 comments. Categories: Email marketing.

Address email fraud before it damages brand reputation, Return Path warns

New research from Return Path looks at the impact for brands and marketers when email fraud isn’t addressed properly.

Phishing: The cost of doing nothing for marketers looks at how phishing and spoofing attacks affect consumer trust, email campaign performance and marketing ROI.

The research shows that engagement takes a hit when email accounts are breached, with average read rates dropping by up to 18 percentage...

By Rachael Power, 29 June 2016, 0 comments. Categories: Email marketing.

Donald Trump enjoys higher email open rate than Sanders or Clinton, new tool shows

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While it’s too early to tell who’s going to win the November elections - despite polls showing both Donald Trump and Hillary Clinton both being viewed as unfavourably as one another - the US presidential candidates’ email stats tell an interesting tale.

Email data solution provider Return Path has published a new interactive

By Rachael Power, 23 May 2016, 0 comments. Categories: Email marketing, Social Media Marketing.

What Bernie Sanders' presidential campaign can teach us about email marketing

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Bernie Sanders’ election campaign team is pulling off a rather original email on-boarding strategy. The way his team used email at the start of his ongoing presidential candidate race proved to be unsuccessful, when asking volunteers to make phone calls to gather support for Bernie. We’ll call this a ‘big request’ for the sake of this article

But when Bernie's team of volunteers were asked instead for a 'small request', which was to gather at a local...

By William Astout, 17 May 2016, 0 comments. Categories: Case Studies, Email marketing.

SEO comes second to email marketing for ROI

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Email marketing continues to top the charts for return on investment (ROI) – ahead of SEO – according to a new report that examines how email marketing has changed over the last 10 years.

The tenth Email Marketing Industry Census report, produced in association with Adestra, surveyed more than 1,100 marketers in February and March of this year and showed that almost three-quarters (73%) of those surveyed said that email marketing offered excellent to good ROI. This is up from...

By Liz Morrell, 09 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Email marketing.

Email marketing will survive - but only if you adapt with it

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For anyone working in eCommerce, a recent report by Return Path may have made some uncomfortable reading. The company released a new benchmark for email marketing, which found that emails from business marketing companies had the lowest read rate of any sector surveyed (just 9%, compared to 47% for those from utilities).

In today’s multi-channel world, where...

By Barron Ernst, 09 May 2016, 0 comments. Categories: Email marketing.

If you think you know all there is about email personalisation – think again

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On average, we are subjected to 5,000 marketing messages per day. It’s therefore no surprise that if you try to recall a promotional email that you received yesterday, you’ll struggle.

Research also estimates that a typical professional sends and receives 131 emails each day. Add to that the volume of social updates, SMS and IM conversations consumed during those waking hours and you’re faced with a vast amount of ‘noise’. Being heard is therefore paramount....

By Adam Oldfield, 07 April 2016, 0 comments. Categories: Customer Experience, Email marketing, Personalised Marketing.

How to give your email marketing campaigns a boost with personalisation

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We’ve seen all the surveys, we’ve read all the whitepapers, and we’re all very aware that simply adding a bit of analytics and personalisation to our email marketing campaigns can improve their effectiveness by as much as 100%. But how do we go about doing it in real-time, without making wholesale changes to our marketing systems? Here are some easy steps to take that can deliver a huge leap in email marketing performance and doesn’t take a lot of investment.

Add real-time...

Marketers continue to miss out on email revenue opportunities

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Nearly 40% of senior marketers are missing out on the revenue opportunities of transactional emails – despite the open rates for automated responsive emails being nearly 25% higher than normal marketing emails, with average open rates of 40% compared to 15% for standard marketing emails.

The research, from email provider Mailjet, showed that 38% of senior marketers aren’t generating revenue from automated emails whilst an additional 20% didn’t know if such emails were...

By Liz Morrell, 18 March 2016, 0 comments. Categories: Advertising Technology, Email marketing.