In our now regular slot we started the monthly council meeting with a round-up of the latest happenings in email marketing that the council members had come across. As ever there was a mixture of cool, useful and the slightly odd and I have shared the highlights below.
First up news from RPost’s, whose focus is on high value confirmed email delivery.… Read more
Dynamic messaging has been with us for some time (as has Strictly Come Dancing), but very few people realise the benefits preferring to simply batch it and blast it!
Dynamic messaging isn’t just another marketing buzzword. It’s a critical stage in the evolution from mass marketing to personalised, one-to-one marketing. But it goes beyond making sure that each customer and prospect receives a targeted message via his or her preferred channels.… Read more
So, on my debut as a blogger for the DMA Email Marketing Council it turns to me this month to share with you all the coolest and most interesting tidbits from the ever wider world of Email (we have fellow Council member Lucy Hudson to thank for the blog post covering that announcement). As you may already know, the following are all taken from our monthly Email Marketing Council meetings and have now become one of the most popular sections, both for us and our readers. Let’s hope I can keep the momentum going.… Read more
A split test with identical results doesn’t mean there is nothing to learn. A case in point is the split test covered here. It shows how valuable lessons can still be found by looking deeper even though the split test gave identical overall unique clicks results.
By drilling into individual calls to action we found a 74% difference between the control and treatment.… Read more
Over the last decade or so, marketers have faced many challenges with deliverability (getting emails delivered to the inbox). Today, the most important factor associated with successful email delivery is entirely in your hands! As a marketer there are many different factors that you need to be aware of in order to successfully deliver email marketing campaigns; the most important of which is your Sender Reputation.… Read more
Against a backdrop of headlines such as ‘Email Is Crushing Twitter, Facebook for Selling Stuff Online’* that can recently be found across the marketing press the DMA has just published the latest National Email Benchmarking Report for H2 2012. The positive coverage for the channel is not only very welcome after many years of “email is dead” reporting but highlights what regular Benchmark report readers already realise, that far from becoming an obsolete channel compared to its cooler digital cousin social media, the returns from email for generating measurable direct sales are unrivalled.… Read more
The 2013 DMA tracking study will be launched on October 17th. I don’t think I’m giving enough away here to merit spoiler warnings, but I was surprised again this year by the number of consumers who still feel that they are not getting enough relevant emails. Of course, there are many jolly happy punters, but still around one third of the respondents felt that 20% or less of the emails they received were relevant or interesting. The positive news is that this represents a massive improvement vs 2012, but clearly there is still a way to go.… Read more