The set of metrics that have traditionally been used to recognise the effectiveness of email marketing and cross channel marketing programmes are being complemented by new metrics that more accurately reflect the reality of email marketing.
Email marketing examples: Whirlpool does a 180º turn in its email marketing thanks to an A/B test.
Many times, companies carry out their email marketing almost by inertia. This happens due to a lack of time or resources to dedicate to optimising the strategy. Often many other routine tasks are prioritised and the opportunity to make a difference by implementing small changes is missed. This is what [...]
The importance of attribution models in cross-channel marketing
In a previous post we briefly presented what cross channel marketing consists of and we referred to ZMOT (Zero Moment Of Truth), a topic developed by Google that explains the changes that consumer purchasing behaviour is undergoing by massively incorporating digital media, supports and channels, in order to understand the context in which it has [...]
Should we use double opt-in mailing lists?
On the road to optimising the deliverability of our email campaigns there is one critical step. This is registration acquisition. Many customers ask us if the best option to ensure good results in email marketing is to use double opt-in in this phase of recruitment. The answer is yes... and also, [...]
How Outlook.com (Hotmail) filters out SPAM
In the previous article we talked about how Gmail filters SPAM and today it is the turn of Outlook.com. In 2013 Microsoft changed the name of the email services Hotmail and Windows Live Mail to Outlook.com. Outlook.com is one of the most popular email services, with a dominant position over its competitors.
How Gmail filters Spam messages
Gmail is one of the most popular email service providers, with 425 million active users worldwide (in 2012). In the Spanish market, between 10% and 20% of B2C database email accounts are Gmail*.
The importance of testing in email marketing
La clave del éxito del email marketing es saber cómo manejar la información de que disponemos para lograr nuestros objetivos. La información más valiosa a nuestro alcance es aquella sobre el comportamiento real de nuestros receptores. Esta información la podemos conseguir a posteriori de un envío, analizando los resultados obtenidos de aperura, clicks, conversión… pero […]
What is Omnichannel Marketing?
In this series of articles we finish by defining omnichannel marketing and trying to understand the differences with multichannel and cross-channel marketing. In the following link you can download the Whitepaper Multichannel, Omnichannel and Cross Channel Marketing where this issue is developed in more depth The term Cross-Channel refers to the ability to overcome the silos of omni-channel marketing and [...]
What is Cross Channel Marketing?
The marketing community has proposed two new terms that embody the strategic orientation of adapting to this new and complex reality. These are the terms Cross-Channel Marketing and Omnichannel Marketing. Today we define the first of them. As we mentioned in the post on multichannel marketing, there are three axes on which marketing pivots [...]
Multi-channel marketing, omni-channel marketing and cross-channel marketing
One of the terms that is gaining more prominence in the marketing world is Omnichannel. In this series of posts we want to shed some light on the concept of Omnichannel, defining its scope and differentiating it from two other complementary terms: multichannel marketing and cross-channel marketing.