If we are going to make an intelligent and effective email marketing, we will have to know our users: their interests, the different socio-demographic profiles of the database and their preferences. Without this information we will not be able to segment or personalise content. It makes perfect sense to think that the best time to "request" this information from the user is [...]
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 [...]
It is becoming more and more common to find email acquisition systems based on pop-ups. This is a tactic that, despite what it may seem, does not penalise the visit/registration ratio and does not increase the bounce rate of the page. Intuitively, we could all agree that a pop-up annoys the user, provoking a [...]
Econsultancy and Adobe have just published the "Quarterly Digital Intelligence Briefing: The Multichannel Reality". The paper presents the results of a survey of 1,945 marketers on the degree of cross-channel integration. Based on this data, we reflect on the role that cross-channel marketing will play in the future and, in particular, the role of cross-channel marketing in the [...]
On the internet, a large part of the investment is dedicated to attracting traffic to the digital channels where the brand is present (website, landing pages, Facebook, Twitter, etc.). For this investment to yield positive returns, it is necessary to convert the visit into a lead (registered user) whose subsequent "cultivation" will crystallise into a first sale [...].
One of the aspects covered in the "MarketingSherpa 2012 Email Marketing Benchmark Report" by MarketingSherpa, is the effectiveness of different techniques to capture registrations according to email marketers. These are the three tactics best valued by the professionals of the sector: Source: http://www.meclabs.com/training/publications/benchmark-report/2012-email-marketing Tactic 1.
SPECIFICITIES OF THE CUSTOMER LIFECYCLE IN DIGITAL ENVIRONMENTS. Customer lifecycles in digital media in general, and on the Internet in particular, tend to be shorter than those in the offline world. This fact radically changes the way of thinking about the timescales on which to develop [...]
The model for approaching a relational strategy is the one that takes into account the Customer Life Cycle. This model is useful because it allows you to target email and cross-channel marketing actions according to the stage that a user (customer or prospect) has throughout the life of the relationship with the company.
