Customer comms giant Twilio to acquire SendGrid for $2bn

Twilio has entered into an agreement to acquire email API platform SendGrid in a $2bn (£1.82bn) bid to build out its leading Platform-as-a-Service, which virtualises the world’s telecoms infrastructure through APIs.

Used by more than 40K companies globally such as Airbnb and Netflix, Twilio lets software developers add capabilities such as voice, video, chat and messaging into their applications, backed by a “Super Network” connecting communications networks around the world.

With the...

By Mark Jones, 16 October 2018, 0 comments. Categories: Customer Experience, Email marketing, Marketing Cloud.

Four ways in which marketing automation is evolving

Marketing automation has been somewhat of a blessing to many employed in the field; it’s freed up a lot of time and reduced the tedium associated with repetitive tasks.

Automation swooped in providing a range of tools to save time and effort needed day to day. Still, the digital marketing landscape is evolving further, driven by changing consumer behaviour and demands; on average, consumers now spend more time online...

By Matthew Walker-Jones, 08 August 2018, 0 comments. Categories: Automation, Customer Experience, Email marketing.

DMA Email Benchmark 2018: Clicks driven by relevance, opens driven by interest

Yesterday (July 5), the DMA (Direct Marketing Association) published its annual Email Benchmarking Report.

Analysing the performance of over 23 billion emails over the course of 2017, results showed that email has yet to be unseated as digital marketers’ top-performing channel.

At 97.5%, delivery rates remained extremely high - that figure represents just a slight dip year on year - although this does equate to over 500 million emails missing the target.

On the other hand, open rates have seen a 0.5%...

By Mark Jones, 05 July 2018, 0 comments. Categories: Data-driven marketing, E-Commerce, Email marketing.

Nine in 10 marketers admit their marketing automation is not up to scratch

For all the talk of marketing automation software’s power to streamline menial tasks, it seems few marketers are actually getting it right.

In fact, a survey by GetResponse and SmartInsights on the activities of 585 marketers across B2C and B2B firms, spanning 19 industries, found that less than one in 10 (8%) considered their use of marketing automation software to be meeting a high rate of effectiveness, while 28% rated their expertise with the software ‘basic’.

A further 19%, meanwhile,...

By Mark Jones, 14 June 2018, 0 comments. Categories: Automation, CRM, Email marketing.

Mornings and lunchtimes worst time to ask people to re-subscribe, says study

With GDPR coming into force in just over two months, the issue of trying to reconfirm marketing preferences and asking consumers to re-subscribe is weighing heavily on a lot of company’s minds.

The new regulations make it a requirement for companies to gain the explicit consent of individuals if they are going to store and user their data. Individuals will have to specifically opt-in for things like marketing emails, instead of having a box pre-ticked for them.

One effect is that a lot of organisations...

By Colm Hebblethwaite, 09 March 2018, 1 comment. Categories: Email marketing.

How to spend a limited digital marketing budget in 2018/19

It’s an important objective imposed on marketers every single year – how best to squeeze every drop out of the annual budget.

Even industry professionals who, on paper, have more cash to splash, are still pressed to make their spend go further. And then there are those less fortunate of course, who have their budgets cut whilst the targets remain as competitive as ever.

So, whichever scenario you find yourself in, if you’re faced with a ‘limited budget’, what should the focus be...

By Andy McCaul, 22 February 2018, 2 comments. Categories: CRM, Email marketing, Paid Search, Search Marketing.

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.

A guide to making the most of your own digital tools: Email, social, and more

Developing a free digital tool that offers value to your customers can be great for your business. A useful tool can make you indispensible, more visible and present your business as an industry authority. They also are great for SEO by increasing site traffic and when used for link acquisition.

Online tools appear in all sorts of industries, from tools for improving your digital marketing efforts, payroll calculators, or tools that helps you visualise the bedroom you want to decorate before you buy the...

By Adam Blackford-Mills, 17 March 2017, 0 comments. Categories: Email marketing, Search Marketing, Social Media Marketing.

How to ensure your email campaign grabs your customers’ attention

(c)iStock.com/merznatalia

In today’s mobile world, email is still one of the most, if not ‘the’ most effective forms of marketing. With the ability to access emails almost anytime and anywhere, marketers have the opportunity to reveal their products to the public on a much larger scale.

However, people can be apathetic towards a large chunk of the sponsored or branded emails they receive. In order to overcome a potential client’s indifference, one must be creative and relevant. New and...

By Kym Reynolds, 31 January 2017, 0 comments. Categories: Customer Experience, Email marketing, Mobile Marketing.

How artificial intelligence will revolutionise marketers’ lives

(c)iStock.com/BahandirTanriover

Marketers are usually the ones responsible for creating the buzzwords that follow us everywhere we go; that is, until artificial intelligence (AI) turned the tables and made the whole marketing industry buzz with excitement. But will AI make life easier for marketers or will it, in the end, replace them?

We believe that AI will not replace marketers but enhance their knowledge and experience. AI will...

The 10 things you need to ask for in a marketing automation demo

(c)iStock.com/tioloco

Marketing budgets continued to rise in 2016, advancing to 12% of company revenue, on average, according to Gartner. This ongoing investment in the profession has left the majority of marketers optimistic about the year ahead. However, with increased spending power comes heightened scrutiny from those holding the purse strings, and an even greater focus on ROI.

So, whether...

By Adam Oldfield, 18 January 2017, 1 comment. Categories: Automation, Best Practice, Email marketing.