We can say that there are four major players shaping how email marketing is developing: consumers, marketers, technology providers and the legislator. In the following lines we would like to summarise what, in our view, will be the big issues for each of these actors in 2017. CONSUMER The consumer is, in [...]
In a previous post we talked about the optimisation of four key elements: the colour, the shape, the message and its location in the body area of the email. In this post we are going to introduce some ideas and provide data about the shape of the Call to Action.
As we mentioned in the post about the AIDA model applied to Email Marketing, the function of the Call to Action is to collect the impulse of desire and transform it into action. There are techniques to optimise the Call to Action in order to increase click-through rates. These techniques generally involve optimising the 4 key elements [...]
The term AIDA (Attention - Interest - Desire - Action) describes the desired effects that an advertising message should have on a person.
Wowing with Contextual Email Marketing", a study on the uses of personalisation among email marketers in Europe, has just been published. The work is signed by Smartinsights (excellent digital marketing content) and Movable ink, an email marketing technology provider. After reading it carefully, we would like to comment here the main ideas [...]
We are facing the emergence of marketing technologies that enable a true 1-to-1 relationship between brand and user. This is due to improvements in the ability to process, store, manage and exploit large amounts of data relating to this relationship (see Big Data). In this context, email marketnig is becoming more [...]
Here is a case study from Easy Jet that shows, with Havas Helia and toneapi technology, how analysing the relationship between click through rate and the emotions evoked by the text can be an effective way to predict user behaviour.
One of the fundamental tasks in marketing is to carry out an appropriate pricing strategy. Within the pricing discipline, communication is one of the aspects on which email marketing professionals can make the greatest contribution. This is due to the very nature of the channel, which is direct, interactive and traceable. In this context, we collect [...]
In this post we are going to take a closer look at the notion of Contextual Email Marketing, a notion that is gaining momentum in the specialised media, in light of the conclusions of the document The Contextual Marketing Imperative recently published by Forrester.
We want to present in a general way Email Marketing strategies that can be applied to subscription-based business models. A subscription-based business model is one in which, instead of closing a sale each time to market a product or service, what is marketed is access to the product or service [...]
