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.

Bloody well right: Would you open an email with a swear word in the subject?

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If a new report from email service platform Mailjet is to be believed, then more than a quarter of Brits will open an email that has a swear word in the subject line.

The study showed that 27% of emails with a swear word in would be opened by Brits. When compared to the average open rate of emails sent to the same distribution list with swear words included then the open rate increased by 28.6%.

Softer, old-fashioned swear words such as ‘Gordon Bennett’ and ‘numpty’...

By Liz Morrell, 19 February 2016, 0 comments. Categories: Email marketing.

Content marketing: How do you get value from it in email marketing?

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I’m sure you have heard the term, but what is ‘content marketing’ and how should you deploy this in your email marketing programmes today?

Well, let’s start first with the definition – I think that the Content Marketing Institute has defined this well:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and...

By Stuart James, 01 December 2015, 0 comments. Categories: Content Marketing, Email marketing.

Mobile email opens increase but conversions fall in third quarter

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Mobile email opens are at their highest point ever, and yet mobile email conversions are on the decline, according to a new report published this week.

The research shows that mobile email opens are now at their highest rate yet in the third quarter of 2015 despite a dip in the second quarter. Mobile email opens now account for 73% of email opens, compared to 69% last quarter and 71% in Q1.

The growth is being particularly driven by a growth in the rate of opens on smartphones – up...

By Liz Morrell, 27 November 2015, 0 comments. Categories: Email marketing, Mobile Marketing.

Email marketers making basic mistakes around call to actions, course data shows

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Email marketers are failing to realise the potential of call to actions (CTA) within their email marketing programmes, according to a new report which highlights a number of misunderstandings and misconceptions.

The results, from email provider Mailjet, showed a failure to fully understand the impact of call to actions with 28% thinking that call to action buttons could not be A/B tested. The study also showed that 12% said that they believed the first thing that readers looked for was...

By Liz Morrell, 06 November 2015, 0 comments. Categories: Email marketing.

Mobile messaging vital for customer engagement and marketing

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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

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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

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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.