Category: Email

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Data Driven Channels Email Global Insight

Five top email campaign opportunities and how to implement them

Marketers love email because it works – researchers tell us that open rates, click rates and, most importantly, conversion rates are up and are driving ROI . . . proving that consumers also love it. Yet, surprisingly, some companies are not using this channel well enough to make the most of email campaign opportunities. Guy Hanson has a handful of ways to boost your brand’s email performance. Check them out:

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Best practice Data Driven Channels Email Europe Global UK

Raise revenues with ratings and reviews in your email marketing – leverage social proof

social proof

The way we buy products and services changed forever when the internet was born. In the ensuing 35 years or so, e-commerce has transformed how shoppers make their purchase decisions, with so many of them now relying on the advice and recommendations of their peers – whether they are friends, relatives or even complete strangers. It’s called third-party endorsement, or social proof. Here’s how to make that work in your favour and how get the best for your business via email marketing via ratings and reviews:

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Americas Best practice Data Driven Channels Email Europe Global UK USA

Email engagement metrics: reputation ‘key to mailbox provider checks’

build your email list, email engagement metrics

Does your email arrive safely in the inbox – or end up in the spam filter? Mailbox providers deploy email engagement metrics to identify reputable senders – so marketers should take heed of subscriber complaints. Examine the email journey, advises Guy Hanson, and how emails are perceived by recipients, in order to successfully reach subscriber inboxes.

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Best practice Data Driven Channels Email Europe Global UK

When email goes wrong: No 2 – Targeting matters

email targeting, GDPR unsubscribes
When email goes wrong – series

It’s easy to critique email marketing that is poorly targeted, but that’s not our intention . . . email targeting is a serious issue, because relevance is what stops recipients from switching our messages off. Here’s an example of over-enthusiastic use of an email list, that will probably make you smile, but hopefully think carefully before you press ‘Send’.

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Americas Data Driven Channels Email Europe Global Insight UK USA

Email engagement: how to use ‘pre-suasion’ in your messages

email engagement

How do marketers ensure that their company stands out from competitors, particularly when the message is not considered traditionally glamorous, such as in B2B marketing? Social psychologist Robert Cialdini has said that effective persuasion doesn’t lie in the message itself, but in the key moment before that message is delivered. Here, Robert Belgrave discusses Cialdini’s email engagement tactics, exploring ‘pre-suasion’ in action.

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Data Driven Channels Email Europe Insight UK

It’s big, but it’s not clever – email overkill: retailers should stop the spam

email overkill

It’s official – poorly targeted and overly frequent digital communications from retailers are turning consumers off. Statistics show a staggering amount of people unsubscribe or simply ignore messages that are so often littering their inboxes, the recipients deciding they are email overkill . . . spam. What’s to be done?

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Best practice Data Driven Channels Email Europe Global UK

When email goes wrong: No 1 – Every Communication Matters

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When email goes wrong – series

First in a new series of critical reviews, in which the GMA highlights email communications we come across while doing our jobs that could be so much better. Here’s a example of the ultimate in email un-personalisation!

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Best practice Data Driven Channels Email Europe UK

Report highlights agency success with email marketing

agency email marketing

Adestra asked marketing agency executives about the role email plays and where the industry is heading. The findings reveal agency success with email marketing and strong ROI from email campaigns.

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Data Driven Channels Email Global Insight

Insight into the email marketing trends that are shaping 2017

email marketing trends

Around the world, the number of emails that are sent and received every day could top 246 billion in two years’ time, research shows. It’s a figure that is constantly growing as email is still considered the vital channel for most marketers. How do you maximise it? Here are trends to watch out for and ways to optimise your email messages:

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Best practice Data Driven Channels Email Global

Emailers: 7 things you need to know about the opt-out process

opt-out process

International laws differ slightly, but email marketers should be clear about their opt-out process and must enable a smooth unsubscribe route in order to stay on the right side of the law . . . and the customer.

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