If your main metric for evaluating an automated journey is still the open rate, you are measuring activity but not the outcome. There are a set of much more useful metrics for knowing whether your automation programs are actually generating value. The industry has been talking for years about the importance of measuring well, but […]
Unlike testing programmes in other channels, where significant time is required to reach meaningful conclusions, in email marketing we can test and get results in little more than a day or two.
We have already discussed the importance of testing our emails to achieve better results in open rates and click-through rates in previous occasions. In this case, we will see what elements we can test and give you 13 A/B test ideas to implement in your Email Marketing campaigns. Before we get into the details and […]
Many times we have talked about the power of automation and segmentation in email marketing. Today we want to combine these two elements with user behavior analysis to talk about Behavioral Marketing in Email Marketing.
When preparing the content of an email, especially if it is an email aimed at specific product sales, the question may arise as to which is more effective: directing traffic to the product page or to the general page of the category/collection to which that product belongs […]
One of the most commonly used terms in digital marketing in general and email marketing in particular is engagement. The term, in this context, refers to the behaviour of the user in relation to the levels of interaction with the brand. Someone who interacts with high quantitative and qualitative levels of interaction will be said to be very engaged.
At the end of 2016, specialist publisher Retail Touch Points published the study Inbox Love - Investigating the State of Triggered Emails & Personalisation for Retailers and Consumers, in which marketers and consumers were asked about their use and appreciation of email marketing.
In different posts we have commented on the results of testing carried out in the agency for some of our clients. We have learned something from all of them, in some cases because there is a substantial difference in the results between different versions (customised vs. non-personalised subject line test), and in others precisely because of the opposite (lack of [...]
In a previous post we discussed the results of an AB subject line test carried out in different countries. On that occasion we tested whether personalising the subject line with the user's name affected the ratio of openers and click to open. We saw how the increase in openers ranged from +44% in the first case to +44% in the second case.
In another post we wrote about the importance of personalizing the subject line of emails with the user’s name. Here, we reiterate this idea, although we bring the results of a series of A/B tests of subject lines conducted in France, Portugal, the UK, the USA and Mexico. The question we asked ourselves before implementing this feature was: […]
