The future of marketing: adapting to today s smartphone enabled consumer

Size: px
Start display at page:

Download "The future of email marketing: adapting to today s smartphone enabled consumer"

Transcription

1 The future of marketing: adapting to today s smartphone enabled consumer

2 Foreword Consumers behaviours and preferences are shifting in favour of digital experiences and constant connectivity. GPS-enabled communication devices are now a large part of consumers lives. They are doing more on the Internet from their mobile phone than ever before from banking and booking travel to logging into social networks and sending s. Recognising consumers behaviours when using their mobile phone as a digital medium is important for any marketer hoping to target their messages in order to better and deepen customer engagement. Within the global telecoms market 2010 was the year of the smartphone boom and this is set to continue in Australia has been no exception with the Apple iphone, the Samsung Galaxy and the HTC Desire smartphones all racing to popularity across Australia. According to the Asia Digital Marketing Association, around 30% of the global market for smartphones lies in the Asia Pacific Region. 1 The BlackBerry, once the preserve of the high-ranking executive, is now standard issue in many small to medium sized companies as well as large corporations. In fact, IDC, the global provider of market intelligence for telecommunication markets, announced smartphone shipments grew 74.4 per cent in 2010, with a total of million devices shipped worldwide. 1 This huge increase in smartphone sales has had a significant impact on how consumers use their phone. Phone calls and SMS are now just two of many functions, with ing, downloading, searching and buying online becoming commonplace. Indeed, Experian research shows almost half (47 per cent) of Australians who can receive s on their phone use this function frequently or very frequently. Globally, the number of mobile users is expected to reach one billion by What s more, access via mobiles isn t just limited to personal use. Between 2009 and the end of 2014, IDC forecasts that the number of business mobile subscribers worldwide will grow at a compound annual growth rate (CAGR) of 36.5 per cent. 4 Australian marketers have an enormous opportunity to take advantage of this growing trend to effectively engage with consumers. In Australia specifically 28 per cent of those without a smartphone currently said they were considering purchasing one in the next 12 months. 2 1 Asia Digital Marketing Association Yearbook AC Nielsen, Sep IDC Worldwide Digital Marketplace Model and Forecast Dec Worldwide Business Mobile Forecast and 2009 Vendor Shares (IDC #224592), Sep The future of marketing: adapting to today s smartphone enabled consumer.

3 The changing face of marketing Historically, marketing has been widely adopted by marketers because it s simple, cheap and easy to reach a large audience. While s have been traditionally accessed via PC, the rise of the smartphone is changing the way information is accessed. Consumers are increasingly using their mobiles to send and receive s, especially when on the move. The fact that many Australians are now viewing on their mobile raises some important questions for marketers. Which customer groups are accessing mobile ? What type of messages cut through in this channel? How does the communication appear on the device? The list goes on. Until now, marketers have been able to turn a blind eye to adapting marketing content for mobile phones. The additional cost and complexity of tailoring campaigns for a small segment of the market has not been financially justifiable indeed some marketers have put mobile marketing in the too hard basket. However, in an era where mobile phones are now frequently used to check and respond to s, it s clear that marketers can no longer afford to ignore this channel. The question is: how can they make the best and most effective use of it? For marketers to get a timely understanding of how Australians are responding to and engaging with mobile marketing, Experian commissioned research among consumers and marketers to understand the experiences of mobile users and assess the expectations and potential disconnect between these two groups. Do the consumer trends on usage and future usage match marketer expectations and are marketers doing the right things to capitalise on this opportunity? The future of marketing whitepaper looks into key findings from the research and discusses the implications and recommendations for marketers so they can take advantage of and effectively use mobile marketing. In an era where mobile phones are now frequently used to check and respond to s, it s clear that marketers can no longer afford to ignore this channel. The question is: how can they make the best and most effective use of it? 3 - The future of marketing: adapting to today s smartphone enabled consumer.

4 Executive summary Experian commissioned independent research into the views of more than 240 B2B and B2C marketing professionals across a wide range of industries in Australia. The respondents roles ranged from marketing directors to online marketing managers. A second Experian survey questioned 1,000 consumers with mobile phone access to understand their use and experiences of mobile and the challenges they faced in using this channel. These views were then compared with marketers expectations to provide a detailed analysis of the Australian mobile and marketing landscape and the opportunities for growth. Websites not optimised for mobile visitors Almost two thirds of marketers indicated that they plan to change their web design in the future, but around a fifth still had no plans to tailor their site, showing a significant proportion of marketers are yet to fully engage with this approach. Interestingly marketers are placing equal importance on new mobile technology for engaging with consumers. Four in ten marketers rated as the most important tool for mobile phone communication in the future, yet an equal proportion rate smartphone apps as the key tool. Mobile design flaws The research showed that almost half of the consumers surveyed access their on their mobile phone either frequently or very frequently and almost 60 per cent plan to read more s on their phone in the future. However only a small proportion of the marketers surveyed have amended their marketing and communications strategies to meet consumer demands. More than three quarters of the marketers surveyed indicated they consider mobile marketing of high importance in future communications. However, the research showed that, on the whole, users don t appear to be satisfied with their current mobile experience. Less than two per cent of consumers rated design, image quality, content length and content relevance as very good suggesting huge scope for improvement across the board. Opportunity for marketers As leading companies worldwide continue to shift dollars and resources to mobile and digital channels, Australian marketers are challenged to develop and execute customer engagement strategies that take full advantage of this important medium. This is especially important as annual mobile ad revenues in Australia are expected to reach AU $76 million by 2015 (Frost and Sullivan) another direct mobile channel to reach consumers. As 2011 unfolds, smartphones, tablets and laptops are all being used to view the same marketing content. Marketers need to identify how marketing, brand and campaign websites can be tailored for mobile channels and the implications of this on their communications strategies. Without fully understanding the user experience for multiple devices, marketers are unlikely to gain competitive advantage in this cluttered market. The majority of consumers also experienced problems viewing websites effectively when they clicked on an link from their mobile phone. Only 11 per cent of people said they could view websites effectively nearly all of the time. Marketers who have proactively responded to consumer needs have taken a range of steps to adapt content for mobile devices, including redesigning templates and reducing content length. As 2011 unfolds, smartphones, tablets and laptops are all being used to view the same marketing content. Marketers need to identify how marketing, brand and campaign websites can be tailored for mobile channels and the implications of this on their communications strategies. 4 - The future of marketing: adapting to today s smartphone enabled consumer.

5 Research findings Australians show strong demand for accessing on mobiles The Experian research shows there is strong demand to access content from a mobile phone by Australian consumers. Almost half (47 per cent) of Australians who can receive s by mobile phone are using this function frequently or very frequently. The use of mobile is popular across all age groups with 31 per cent of over 65s using this service frequently. Usage is also fairly consistent across Australian states with the most active users in New South Wales (NSW) (52 per cent), Australian Capital Territory (ACT) (52 per cent) and Victoria (VIC) (51 per cent). Queensland had one of the lowest proportions of regular mobile users with just 35 per cent of those surveyed using this function frequently. (The volume of) mobile is set to increase significantly, with almost six out of ten (58 per cent) owners planning to read more s in the next two years on their phone. This quick, active adoption of a relatively new medium highlights the importance for marketers to effectively engage with this channel of communication. Over the next two years, how do you anticipate your viewing of s on mobile phones will change? Responses Tot al Read significantly more s on phone 23.60% 0.00% 29.80% 25.90% 21.70% 21.50% 10.50% Read more s on mobile phone 34.70% % 40.40% 40.80% 31.30% 27.00% 23.20% No change to amount of s read on mobile phones 33.30% 0.00% 27.80% 26.30% 38.30% 41.10% 41.10% Read less s on mobile phone 4.00% 0.00% 1.60% 3.50% 5.40% 3.70% 8.40% Read significantly less s on mobile phone 4.50% 0.00% 0.40% 3.50% 3.30% 6.70% 16.80% Quick, active adoption of a relatively new medium highlights the importance for marketers to effectively engage with this channel of communication. 5 - The future of marketing: adapting to today s smartphone enabled consumer.

6 Mobile access means consumption anytime, anywhere Australian consumers are broadly interested in reading all types of on their mobile device with 51 per cent already reading business, personal and marketing s on their phone. Almost half (47 per cent) of respondents say they would open a sales promotion on their mobile device and a similar proportion (50 per cent) would open a work related . What type of would you be likely to open on your mobile phone? 60% 50% 40% 30% 20% 10% 0% 46.9% 47% 46.3% 50.3% 21.2% Sales promotion to you personally 46.90% (e.g. movie discount, clothes sales, pub offer) Event alert (e.g. clothes, tickets, bar) 47.00% Information from a utility company 46.30% (bank, insurance, phone, power company) Information from a company related to your job 50.30% (work content, e.g. newsletter) Company sales promotion for products/services 21.20% you may buy for your work (work promotion) While s have traditionally been the domain of PCs, one in five consumers surveyed said they are more likely to open an on their mobile rather than on their computer, when the is first viewed on their phone. An additional 53 per cent of consumers are equally as likely to open an on their mobile or PC, even if they have first viewed the on their mobile. A common strategy for some marketers is to send out s early in the morning at the start of the week. Interestingly, Experian s research shows the most popular times for consumers to read s are at the weekend (85 per cent) reading all the time or sometimes), while travelling (78 per cent) and after work (78 per cent).the changing nature of how and when consumers are accessing s will influence marketers to adapt their strategies to factor in the best time to send out their campaigns. This will also require analysis of industry sector, and the type of (event invite, discount offer etc.) being sent. Learning from more mature markets The projected growth of mobile marketing in Australia is supported by global trends. Japan was one of the first countries in the world to adopt 3G, and now is considered to have a mature mobile market with virtually no SMS marketing. With 70 per cent of all s being read from a mobile phone, organisations rely entirely on mobile marketing rather than SMS marketing. To take advantage of this trend, Japanese marketers learnt to tailor their s early on in the growth of mobile to ensure they were well received and understood by consumers. Australian marketers will benefit from looking at other markets to understand how to effectively engage consumers and drive effective mobile marketing campaigns. It is up to marketers to get their entire strategy (technology, delivery, offer and response) right to capitalise on this growing opportunity. 6 - The future of marketing: adapting to today s smartphone enabled consumer.

7 Barriers to reading s on mobiles Australian marketers clearly recognise the potential of marketing on mobile phones, with 97 per cent of marketing professionals agreeing that consumers will be reading significantly more s on their mobile in the future. However, the quality of mobile communication is currently missing the mark. The research indicates there is a lot of scope for marketers to improve their s design content for mobile phones. Only a quarter of consumers (24 per cent) thought the design of they currently received was good, and less than one third of consumers (28 per cent) rated the ability to view images as good. Content length and relevance performed slightly better for consumers, with one in three rating content favourably. However, this still leaves two thirds of consumers unhappy. Overall, less than two per cent rated the four factors above as very good, suggesting there is sizeable scope for marketers to improve the quality of their mobile communications to engage consumers. When asked about what information marketers should include in their s, half of the consumers believed that all content should be included in the , while only 31 per cent felt that just teaser copy should be used. Technical challenges, such as HTML formatting and non-optimised mobile web landing pages aside, marketers have complete control over the content length and relevance of their campaigns. To successfully engage with consumers, marketers need to tailor their mobile marketing to improve the consumer s experience, regardless of whether a mobile device or PC opens their . Common authentication problems seen with traditional campaigns also occur with mobile marketing campaigns. When asked what would deter consumers from opening an , 87 per cent of users said an unknown sender. Similarly, difficult to read formats (62 per cent) and concerns about viruses (58 per cent) would deter well over half of mobile phone owners. These findings identify a mix of both traditional and mobile-specific barriers for marketers to consider when looking to use the mobile phone channel for marketing s to their audience. How do you rate the performance of s you currently receive for suitability for mobile phones? Criteria Very Poor Poor Neutral Good Very Good Tot al Design of 4.10% 19.68% 50.65% 23.68% 1.90% 1001 Compelling subject line 2.40% 15.08% 52.85% 28.27% 1.40% 1001 Content relevance 2.30% 14.29% 49.85% 31.97% 1.60% 1001 Content length 2.50% 17.98% 46.85% 30.57% 2.10% 1001 Volume of stories in the 2.30% 20.18% 53.45% 22.68% 1.40% 1001 Ability to view image(s) 5.49% 25.27% 39.16% 25.17% 4.90% 1001 Ability to click on links 4.70% 19.38% 44.56% 27.07% 4.30% The future of marketing: adapting to today s smartphone enabled consumer.

8 Marketers opportunity to improve the web user experience for customers The research shows consumers have a clear desire to use more mobile but also a resistance to take action. Over 60 per cent of respondents are less likely to click on an link if it is read on their mobile phone. The end goal of all marketing s is to generate a response from consumers. If an campaign call to action (CTA) involves clicking a link that goes to a website which is not optimised for mobile phones, the opportunity to gain valuable data on customers their sales habits/preferences or information is likely to be wasted. Poor experiences when viewing websites through mobile phones may be limiting the growth of this channel. Consumers said they were more likely to click on s and link through to websites via their PC. Just 10 per cent of people would be more likely to click on an link when using their phone, as opposed to 61 per cent who were more likely to click through when on their PC. Alarmingly almost half (48 per cent) of those consumers surveyed said that less than 40 per cent of all websites could be viewed effectively when they clicked on an link from their mobile. Just 11 per cent of people said they could view websites effectively nearly all of the time, with older audiences tending to have more viewing difficulties, or be more critical of the quality of the web experience. This is a major obstacle that marketers need to address if they are to engage consumers through mobile marketing. When you click on a link in an on your mobile phone, what percentage of website (landing) pages can be viewed effectively on your mobile? Responses Tot al % 22.60% 0.00% 14.70% 14.90% 25.40% 27.00% 49.50% 21% - 40% 25.40% 33.30% 22.40% 29.80% 23.30% 26.40% 24.20% 41% - 60% 27.00% 33.30% 30.20% 28.20% 29.20% 22.70% 16.80% 61% - 80% 14.30% 33.30% 20.00% 16.90% 12.10% 9.80% 5.30% 81% - 100% 10.08% 0.00% 12.70% 10.20% 10.00% 14.10% 4.20% 8 - The future of marketing: adapting to today s smartphone enabled consumer.

9 Mobile apps create a new marketing communication channel Mobile applications (apps) are a relatively new entrant to the mobile marketing domain and almost half (47 per cent) of consumers surveyed stated they would rather receive information via an than a mobile app (32 per cent). This may be due to the new nature of the technology. Of those surveyed aged years old, 40 per cent would prefer content via a mobile app, while only 22 per cent of those aged 55+ would prefer content via mobile apps. Would you rather receive information or news on a mobile phone via or an application ( app )? Responses Tot al % 33.30% 43.70% 47.50% 45.40% 54.00% 46.30% Mobile phone applications ( apps ) 32.30% 33.30% 40.00% 34.10% 33.80% 23.30% 18.90% Don t know 20.80% 33.30% 16.30% 18.40% 20.80% 22.70% 34.70% The marketers surveyed clearly recognise the potential for growth in this new medium, with professionals placing equal importance on mobile apps for engaging with consumers. 40 per cent of marketers rated as the most important tool for mobile phone communication, yet 41 per cent rate smartphone apps as a key tool. There are pros and cons for both marketers and consumers when using mobile apps. Apps are more personal and can deliver targeted ads, but an inbox collates information in one place from many senders. It s highly unlikely a person will seek individual updates from 15+ mobile apps to get news about their favourite brands this is an alternative route for marketers, if they opt not to send information updates via . Marketers may prioritise s or apps depending on their technical experience and the style of communication they deliver to their customers. Marketers need to recognise that younger mobile users are more likely to be early adopters and have a preference for newer technologies such as apps. 9 - The future of marketing: adapting to today s smartphone enabled consumer.

10 Majority of marketers failing to tailor communications Experian s survey findings show more than three-quarters (78 per cent) of marketers place a high or very high importance on the use of mobile marketing in future communication programs. However, only 18 per cent indicated they have actually taken steps to capitalise on this and amend their marketing and communications approaches for mobile phones. Furthermore, almost one quarter (23 per cent) of marketers have no plans to tailor mobile marketing in the future. This is a significant proportion of marketers who are clearly missing an opportunity to meet consumer s communication preferences and embrace new technology. While less than a fifth (18 per cent) of marketers surveyed are currently reviewing their mobile marketing approaches, those that are reviewing their strategy have taken a range of steps to adapt their content for mobiles. Almost eight out of ten (79 per cent) have redesigned templates, while two-thirds (67 per cent) have reduced content length. Marketers who have amended their approach to meet the needs of mobile users have done so primarily through structural and content changes. These marketers will improve their brand profile and gain significant advantage just by having their s read by mobile users. Interestingly one of the least popular measures to be implemented was changing the time of their delivery (16 per cent). This is despite the fact that so many mobile users are accessing after work, while on the move and at weekends. Another issue which is likely to influence the future timing of s is the use of location intelligence technology on mobile phones. Through the creation of new location aware applications such as Foursquare and Facebook Places, marketers have the opportunity to reach consumers directly with timely and relevant information and offers when they are nearby specific retail outlets or venues. This approach is currently limited by consumer privacy concerns. Australian retailers have suffered from the introduction of discount brand product websites such as brandsexclusive.com.au. This caters for a market which is happy to wait for 1-3 weeks for products, given the large discount. However, if major retailers and brands can target their customers with the right offers and discounts when they are at the door, they may convert more sales in the store, rather than selling their product at wholesale prices to website discounters. If you have changed your EDM to cater for mobile recipients, what changes have you made? 100% 90% 80% 70% 60% 50% Redesign templates 79.00% Content length 67.00% Number of stories in each newsletter 30.00% Change of subject lines 26.00% Testing s in mobile browser 72.00% Changing time of sending s 16.00% Using location based intelligence for s 12.00% Change call to action (desired action from the ) 16.00% Other 9.00% 40% 30% 20% 10% 79% 67% 30% 26% 72% 16% 12% 16% 9% 0% 10 - The future of marketing: adapting to today s smartphone enabled consumer.

11 Marketers reluctant to tailor websites for mobile access The research showed a similar proportion of marketers who had adapted their campaigns had also adapted the design or programming of their website to cater for mobile phone access this was just 20 per cent of marketers. Almost two-thirds (63 per cent) were planning to change their web design in the future, while 17 per cent had no plans to tailor their site. Again, it shows a significant proportion of marketers are yet to embrace mobile phones as a marketing channel. The research findings indicate that if consumers can read the clearly, marketers believe it will improve the open rate by 55 per cent. The perceived increase in click through rates also rises by 36 per cent. Yet, despite marketers being able to see the benefit between ease of reading and click through rates, many are still to invest in tailoring their campaigns for mobile use. It appears marketers can see the correlation between consumers easily being able to read s on mobiles and users responding to the CTA. If recipients receive your marketing on their mobile phone, what impact do you anticipate on the following metrics? 60% 50% Increase No Change Decrease Don t Know 40% 30% 20% 10% 55% 15% 13% 17% 36% 20% 29% 15% 30% 36% 10% 24% 23% 41% 13% 24% 0% Open Rate Click Rate Number of stories / links clicked within an . Deliverability authentication, spam reports, blacklists, whitelists, certification. Unsubscribe 11 - The future of marketing: adapting to today s smartphone enabled consumer.

12 Mobile marketing: Immediate steps to meet consumer demand The research highlights a large proportion of Australians are already active mobile users across all age groups and this trend is predicted to increase. Consumers have also identified specific areas of mobile communication as substandard notably design and the lack of mobile microsites. Investing time now in building tailored marketing approaches for mobile and testing usability will ensure campaigns are hitting their target audiences with the right messages in the right way and at the right time. Businesses need to research their audiences and assess the messages that work so that mobile marketing is an effective extension of their existing marketing mix. Some of the core components include understanding why you are sending an . What results are you expecting? A CTA is crucial. If the recipient is not acting on your , have you wasted your engagement opportunity? Will your customer s response be different if reading your on either a PC or a mobile? The question for marketers is, what do I do now? How can I move to meet current and future consumer demands and engage audiences effectively? The question for marketers is, what do I do now? How can I move to meet current and future consumer demands and engage audiences effectively? 12 - The future of marketing: adapting to today s smartphone enabled consumer.

13 Experian insights to improve the effectiveness of your EDM campaigns Whilst you cannot control how and when your audiences read your communications, it s worth thinking about the impact of increasing mobile readership as it relates to your specific audience, brand and messages. 1. Brand and relevance When an is received on the consumer s mobile phone, only the subject line and from field is likely to be visible as there is no preview pane. D Identify customer communication preferences: The channels available for communicating with a single customer have proliferated. Understanding when and how a customer would like to hear from you will greatly improve your engagement. These therefore become more critical than ever. As always, identify which products and keywords target customers are looking for and use this information to form your subject lines. Also make sure that your brand features prominently. If it s a brand they know and trust, the chances of the being opened will be much higher. 2. Engagement Getting your into the customer s inbox is not the end goal for marketers anymore. Conversion rates and improving customer responsiveness are now the big issue for marketers working in a cluttered and competitive world. The mobile channel only makes this more challenging. Key factors for a good marketing strategy should include: A Engagement, reliance and responsiveness: Relevance for your audience will determine whether they will respond to your . If they contact you for further information, your responsiveness to their query will determine whether a conversion/sale is made. B Tailor communication to the individuals: Gauge your customer demands. Tailoring communication to the individual will improve your relevance and conversion rates. C Capture more customer info and use this to tailor communication: Data capture through registration, sales, website visits can help build a comprehensive picture of your customer, providing it is possible to visualise this in a single customer view. Use this to modify your communication to meet the needs of the individual customer. 3. Design One of the major challenges is creating an that looks good and can be read on the mobile device. The size of the screen is obviously considerably smaller on a mobile device than the traditional PC and mobiles vary considerably in how they render content. Testing will reveal the differences. Marketers should ensure their campaign website is autooptimised for mobile users so it meets the requirements of their entire database. Marketers need to accept that marketing communication that doesn t meet consumer needs will damage their brand perception. The Apple iphone and HTC Desire, for example, now render HTML quite well but there are many mobile devices that don t. Text versions usually render well on most devices but even here, it s still worthwhile reviewing your text versions so that they are optimised for the small screen. Sending a multi-part (MIME-format) can help. This includes both an HTML and a text version within one envelope. If forwarded, multi-part s will also render correctly on any user s . Client and anti-spam filters are friendlier towards multi-part s than towards HTML-only s. Another option is to use a pre-header link to a mobile version, such as Reading this on a mobile device? This will allow you to optimise your communications for both the PC and mobile. Whichever option you choose, be sure to test the on different devices before you send it The future of marketing: adapting to today s smartphone enabled consumer.

14 Experian insights to improve the effectiveness of your EDM campaigns 4. Audience Think about the profile of your audience and whether they might be major users of smartphones. If they are, then look to segment your communications into types that are timing-driven notices such as sale ends at 9pm and more programmatic communications such as monthly newsletters. Timing-driven s with urgent messages should be kept short so that they are easily read on mobiles, whereas more programmatic communications can be optimised for computers but still be readable on mobile devices. Consider the timing of your different types of communications too. For example, a retailer with high street stores might consider sending a sale ends at 9pm at around 5pm when people are leaving the office to remind them to stop on the way home. 5. Mobile web A final consideration is looking at how your landing pages and website render on the mobile device. Creating a.mobi version gives website visitors using a mobile device a much better user experience and makes it easier for them to transact on your site. This means that any calls to action you use on your campaigns which require a visit to your site have a greater chance of being acted on when read on a mobile. This removes the need for people to wait until they are back at their PC, by which time the message might have lost its urgency and appeal. As the next step in building a more accurate picture of your subscribers, use your ongoing communications to encourage them to identify themselves as people who do sometimes access s on their mobile phone. Provide a Mobile Format option at sign up, along with Text or HTML. Then you can look to segment your mailings with increasing accuracy to target mobile readers as a distinct group. Consider the timing of your different types of communications. For example, a retailer with high street stores might consider sending a sale ends at 9pm at around 5pm when people are leaving the office to remind them to stop on the way home The future of marketing: adapting to today s smartphone enabled consumer.

15 Planning future marketing strategies Regardless of theories, engagement channels and technologies, the critical thing for marketers is to meet the individual requirements of their audiences. Conversion and consumer response rates need to be the primary focus the right technologies and channels will flow from this. As new innovations hit the market, marketers need to keep abreast of technological development and tailor strategies accordingly. Some of the key hot trends in mobile marketing are summarised below: 1 Learn from early adopters More mature mobile markets, like Japan, are already using technologies that Australian marketers will soon be able to adopt. QR Codes are two dimensional codes stored on outdoor advertising that can be scanned and captured by taking a picture with a mobile camera. This action typically links the user directly to a website, discount offer or a vcard for contact information, helping to drive customer conversion and, potentially, sales. The system provides an effective way for marketers to integrate their above the line (ATL) campaigns with mobile customers. 2 Explore the use of location intelligence Location-based communication has grown significantly due to GPS-enabled 3G devices. This trend is set to continue given the technical specifications of new smartphones. Marketers with a location-specific offering, such as retailers, should consider now what the cost-benefits of this approach will be. Now may be the time to devise a location-based strategy, particularly for new bank branch, restaurants or store openings. This approach enables marketers to registered customers with new product information or sales offers as they are passing the area. For many, location is a logical next step. 3 Mobile commerce Already early adopter marketers are using mobile technology to build a closer relationship with their customers. Examples include Qantas, with its paperless barcode boarding passes for customers to swipe with their smartphones at an airline gate; bank s which allows customers replies to state put me in a queue and have the call centre call me to enquire about my account when ready ; and discount barcodes, that allow shoppers to redeem discounts at their local stores. Awareness of these approaches should encourage marketers to think laterally about the opportunities that new technologies bring to their campaigns. 4 Establish a single customer view Achieving a single customer view is the objective of many marketers. Data is collected from customers at many different touch points, including contact data and purchasing information, and consolidated in different databases. It s critical that organisations invest in linking databases so that sales, marketing and customer support teams all have access to complete customer information rather than isolated pockets. For marketers, a single customer view enables the personalisation of all communications. It also means marketers can communicate their message persuasively, through the right channel, at the right time and (increasingly) in the right location. The challenge for marketers is to integrate these channels and ensure all communication goes through the channel that the customer dictates. Households can also have separate accounts (mum, dad, kids), yet live under the same roof. A thorough understanding of customer relationships and the resulting customer communication is important to avoid saturation The future of marketing: adapting to today s smartphone enabled consumer.

16 Research methodology The consumer research was commissioned by Experian and conducted by independent research house, PureProfile. It examined the views of more than 1000 consumers on their differing preferences for reading s on their mobile phones. These views were then contrasted with expectations marketers have about the behaviour of consumers and their consumption of mobile . Experian also surveyed 240 B2B and B2C marketing professionals across multiple industries in Australia. The respondents roles ranged from marketing directors to online marketing managers. Unless otherwise stated, all results and commentary are based on the response of the survey participants The future of marketing: adapting to today s smartphone enabled consumer.

17 Experian Australia Level 6, 580 St Kilda Road, Melbourne, VIC, 3004 T +61 (03) F +61 (03) E

Email Marketing: The Mobile Conundrum. An Experian CheetahMail white paper, September 2009

Email Marketing: The Mobile Conundrum. An Experian CheetahMail white paper, September 2009 Email Marketing: The Mobile Conundrum An Experian CheetahMail white paper, September 2009 Contents Page 1. Foreword: From PC to mobile 3 2. Introduction: The rise and rise of the smartphone 4 3. Research

More information

TOP TIPS TO A TIP TOP EMAIL

TOP TIPS TO A TIP TOP EMAIL TOP TIPS TO A TIP TOP EMAIL EMAIL MOBILE SOCIAL WEB CONTENTS PAGE Introduction... 3 My Top 10 Tips... 4 Tip 1 - Super, Super Subject Lines... 4 Tip 2 - Make Your Call To Action Count... 5 Tip 3 - The Power

More information

Multi-Channel Benchmarking Guide H2, 2012. March 2013 Version 1.1

Multi-Channel Benchmarking Guide H2, 2012. March 2013 Version 1.1 Multi-Channel Benchmarking Guide H2, 2012 March 2013 Version 1.1 Contents Introduction... 4 Key Trends... 5 Key Trend Details... 5 Overview... 9 Deliverability... 9 Analysis... 10 Hard Bounce Rate... 10

More information

The Guide to: Email Marketing Analytics"

The Guide to: Email Marketing Analytics The Guide to: Email Marketing Analytics" This guide has been lovingly created by Sign-Up.to we provide email marketing, mobile marketing and social media tools and services to organisations of all shapes

More information

Email Marketing Insight 2011

Email Marketing Insight 2011 Email Marketing Insight 2011 A research project into Irish marketers use of email Produced by in conjunction with Contents Introduction 1 Foreword by Tom Trainor 1 Introduction by Andrew O Shaughnessy

More information

Mobile Devices. & Behaviour. How devices and operating systems influence the mcommerce journey. tradedoubler.com

Mobile Devices. & Behaviour. How devices and operating systems influence the mcommerce journey. tradedoubler.com Mobile Devices & Behaviour How devices and operating systems influence the mcommerce journey Know your phone: the key to effective mobile commerce Mobile consumers are not created equal. If advertisers

More information

The Informz 2012 Association Email Marketing Benchmark Report

The Informz 2012 Association Email Marketing Benchmark Report The Informz 2012 Association Email Marketing Benchmark Report Table of Contents Introduction Email Marketing Metrics Key Findings Results Overall Association Metrics Results by Email Type Results by Country

More information

The Proactive Marketer. Ensuring the safe arrival and optimum placement of emails

The Proactive Marketer. Ensuring the safe arrival and optimum placement of emails The Proactive Marketer Ensuring the safe arrival and optimum placement of emails Contents Introduction 4 Data integrity 5 Relevance 6 Reputation 8 Building a firm foundation 10 In summary 11 About the

More information

What is Driving Rapid Growth in the Australian Mobile Advertising Market?

What is Driving Rapid Growth in the Australian Mobile Advertising Market? What is Driving Rapid Growth in the Australian Mobile Advertising Market? Author: Phil Harpur Published: 10 Dec 2013 Key Takeaway The Australian mobile advertising market grew very strongly during 2013

More information

Guide to B2B email marketing. Part Four: Effective Email Reporting

Guide to B2B email marketing. Part Four: Effective Email Reporting Guide to B2B email marketing Part Four: Effective Email Reporting Introduction Effective email reporting One of the key benefits of using email for marketing campaigns is the speed of getting the right

More information

MOBILE MARKETING. A guide to how you can market your business to mobile phone users. 2 April 2012 Version 1.0

MOBILE MARKETING. A guide to how you can market your business to mobile phone users. 2 April 2012 Version 1.0 MOBILE MARKETING A guide to how you can market your business to mobile phone users 2 April 2012 Version 1.0 Contents Contents 2 Introduction 3 Skill Level 3 Terminology 3 Video Tutorials 4 What is Mobile

More information

Why have a mobile website

Why have a mobile website Why have a mobile website It s a fact that 91% of all smartphone users have their phones within arm s reach 24/7 (Morgan Stanley, 2012). In order to address this ever growing market more and more business

More information

Mobile Consumers. & You. How to use mobile to your advantage. tradedoubler.com

Mobile Consumers. & You. How to use mobile to your advantage. tradedoubler.com Mobile Consumers & You How to use mobile to your advantage Driving value from the mobile consumer In the age of the smartphone, brands and retailers cannot succeed without persuading mobile researchers

More information

Get your businesses going in the right direction with a targeted list of permission based emails. Don t get into spam. Get into their hearts.

Get your businesses going in the right direction with a targeted list of permission based emails. Don t get into spam. Get into their hearts. EMAIL MARKETING Get your businesses going in the right direction with a targeted list of permission based emails. Don t get into spam. Get into their hearts. PERMISSION SEGMENTATION SUCCESS We all are

More information

Beyond search engine optimisation and pay per click: The next generation of online marketing

Beyond search engine optimisation and pay per click: The next generation of online marketing Beyond search engine optimisation and pay per click: The next generation of online marketing Foreword Australian marketers are pumping more of their budgets into online marketing to drive higher volumes

More information

CREATING EFFECTIVE EMAIL MARKETING CAMPAIGNS TO GROW YOUR BUSINESS.

CREATING EFFECTIVE EMAIL MARKETING CAMPAIGNS TO GROW YOUR BUSINESS. How to guide CREATING EFFECTIVE EMAIL MARKETING CAMPAIGNS TO GROW YOUR BUSINESS. So, by the time you re reading this handy how to guide on creating effective email campaigns to grow your business you will

More information

Email Marketing in Ireland 2011 Email Usage by Irish Consumers and Marketers. April 2011

Email Marketing in Ireland 2011 Email Usage by Irish Consumers and Marketers. April 2011 Email Marketing in Ireland 2011 Email Usage by Irish Consumers and Marketers April 2011 89 Harcourt Street Dublin 2 Tel: + 353 1 475 9286 Email: info@circulator.com Web: www.circulator.com Table of contents

More information

Do You Know Your Email Marketing?

Do You Know Your Email Marketing? Knowledge Guide: Do You Know Your Email Marketing? Analysis of the Email Marketing Quiz virtualroi May 2010 by: Sally Lowery Online Marketing Manager Analysis of the Email Marketing Quiz The virtualroi

More information

2012 Holiday Season Insights and Planning: Key Trends Report

2012 Holiday Season Insights and Planning: Key Trends Report 2012 Holiday Season Insights and Planning: Key Trends Report The recent Experian Webinar 2012 Holiday Season Insights and Planning explored the key trends and recommendations for online retailing over

More information

MDR s Email Marketing Best Practices for Education Marketers

MDR s Email Marketing Best Practices for Education Marketers MDR s Email Marketing Best Practices for Education Marketers by Christopher Ziemnicki, E-Marketing Solutions Leader, MDR OVERVIEW Education marketers have been dramatically shifting more and more of their

More information

The changing face of the mobile phone and its implication for marketing

The changing face of the mobile phone and its implication for marketing The changing face of the mobile phone and its implication for marketing The ubiquitous mobile phone The Irish love affair with the mobile phone is a well documented story. The most recent report from the

More information

GUIDE THE ULTIMATE GUIDE TO A LEAN, MEAN, LEAD GEN MACHINE. How to make online lead generation work for your business. Firstbase

GUIDE THE ULTIMATE GUIDE TO A LEAN, MEAN, LEAD GEN MACHINE. How to make online lead generation work for your business. Firstbase GUIDE THE ULTIMATE GUIDE TO A LEAN, MEAN, LEAD GEN MACHINE How to make online lead generation work for your business Firstbase INTRODUCTION INTRODUCTION In today s digital world, online lead generation

More information

Email Marketing Insight 2012 A research project into Irish marketers use of email

Email Marketing Insight 2012 A research project into Irish marketers use of email Email Marketing Insight 2012 A research project into Irish marketers use of email Contents Introduction 1 Foreword by Tom Trainor 2 Introduction by Andrew O Shaughnessy 3 Executive summary 4 About the

More information

The Explosion of Mobile Technology; What s the Impact on the Financial Services Industry?

The Explosion of Mobile Technology; What s the Impact on the Financial Services Industry? The Explosion of Mobile Technology; What s the Impact on the Financial Services Industry? Presented by: on Financial Services 1 A look at the state of mobile technology in 2012 on Financial Services 2

More information

Introduction to e-marketing

Introduction to e-marketing Introduction to e-marketing Agenda Destination NSW overview The impact of technology and digital marketing on travel Email marketing Search engine marketing Social Media for Tourism Facebook advertising

More information

Creativity Whitepaper 2014

Creativity Whitepaper 2014 IAB Email Marketing Series Creativity Whitepaper 2014 Tom Wheatley, Head of Email, Shortlist Media Ltd Landscape The email landscape is no longer as clear cut for marketers as it has been seen in previous

More information

BEST PRACTICES FOR EMAIL CAMPAIGNS

BEST PRACTICES FOR EMAIL CAMPAIGNS BEST PRACTICES FOR EMAIL CAMPAIGNS How to Acquire and Retain New Customers Through Email Acquiring customers via email campaigns is a marketing science that has evolved significantly in recent years. It

More information

Mobile Marketing for the Restaurant & Retail Industries

Mobile Marketing for the Restaurant & Retail Industries Mobile Marketing for the Restaurant & Retail Industries The restaurant and retail industries require frequent consumer engagement in the forms of advertisements, promotions, direct mail, email marketing

More information

Email Marketing Metrics Report Australia

Email Marketing Metrics Report Australia January June 2011 Email Marketing Metrics Report Australia Table of Contents About the author 3 Overview 4 Key Summary 5 Observations and Our Interpretations 6 Unique Open Rates 8 Unique Open Rates by

More information

DIGITAL MARKETING AN INTEGRATED APPROACH

DIGITAL MARKETING AN INTEGRATED APPROACH DIGITAL MARKETING AN INTEGRATED APPROACH OCTOBER 2015 Theme Group 2015 themegroup.co.uk WHAT IS DIGITAL MARKETING? The key objective of digital marketing is to promote brands, build preferences and increase

More information

Sixth Annual Billing Household Survey

Sixth Annual Billing Household Survey Research Paper Sixth Annual Billing Household Survey: The Gen Y Effect and Explosive Growth of the Mobile Channel Fuel Need for Billers to Support More Payment Channels Than Ever Before Sixth Annual Billing

More information

The A-Star Event Guide will provide you with some top tips for creating outstanding events.

The A-Star Event Guide will provide you with some top tips for creating outstanding events. The A-Star Event Guide will provide you with some top tips for creating outstanding events. From planning your event to promoting it, managing registrations and measuring your event success, this guide

More information

CommuniGator. Email List Building

CommuniGator. Email List Building CommuniGator Email List Building Building and growing your email list You could have the best creative, a compelling subject line and the most irresistible call to action, but if you haven t thought about

More information

Facebook Management BENEFITS OF SOCIAL MEDIA MANAGEMENT

Facebook Management BENEFITS OF SOCIAL MEDIA MANAGEMENT Digital Strategy Facebook Management BENEFITS OF SOCIAL MEDIA MANAGEMENT r Targeted advertising r New customer acquisition r Branding r Customer engagement r Reputation management r Controlled customer

More information

Email marketing mobile optimisation

Email marketing mobile optimisation Whitepaper Improving results together 1 Contents Introduction... 2 The rise and rise of mobiles... 3 What is the impact of this for email marketers?... 3-4 Back-up statistics... 4 Pay attention to the

More information

Is your Business Mobile-Ready? A quick audit to check your business website is mobile-ready

Is your Business Mobile-Ready? A quick audit to check your business website is mobile-ready Is your Business Mobile-Ready? A quick audit to check your business website is mobile-ready Last year, Google earned $2.5 billion in annual revenue from mobile advertising (Source: Google) What s inside?

More information

A GUIDE TO MOBILE EMAIL

A GUIDE TO MOBILE EMAIL A GUIDE TO MOBILE EMAIL UNDERSTANDING THE WHAT, HOW & WHY TABLE OF CONTENTS EMAILS OPENED ON MOBILE? 1 Email open market share 2011-2013 WHAT DOES THIS MEAN? 2 FIRST THINGS FIRST 2 From and Subject Lines

More information

The A Z of. Email Design

The A Z of. Email Design The A Z of Email Design Table of Contents A Z of Email Design Introduction 3 1. Planning 4 A. Email length 4 B. Audience 4 C. Scheduling 4 2. Content 4 D. Content considerations 4 Why Consumers Open Emails

More information

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved Table of Contents Introduction: Gathering Website Intelligence 1 Customize Your System for Your Organization s Needs 2 CRM, Website Analytics and Email Integration 3 Action Checklist: Increase the Effectiveness

More information

Franchise. Email Marketing. Benefits and best practices for a centralized approach. www.streamsend.com

Franchise. Email Marketing. Benefits and best practices for a centralized approach. www.streamsend.com Franchise Email Marketing Benefits and best practices for a centralized approach www.streamsend.com A Centralized Email Marketing Program Will Help You Boost Local Sales, Enhance Brand Loyalty and Control

More information

Mobile Apps: What Consumers Really Need and Want. A Global Study of Consumers Expectations and Experiences of Mobile Applications

Mobile Apps: What Consumers Really Need and Want. A Global Study of Consumers Expectations and Experiences of Mobile Applications Mobile Apps: What Consumers Really Need and Want A Global Study of Consumers Expectations and Experiences of Mobile Applications The Difference Between a Mobile App and a Mobile Website Before we evaluate

More information

Five new failings of email marketing with best practice solutions. Australian research into email marketing

Five new failings of email marketing with best practice solutions. Australian research into email marketing Five new failings of email marketing with best practice solutions Australian research into email marketing Foreword In today s increasingly competitive economic environment, the need to demonstrate ROI

More information

Mobile Optimisation 2014

Mobile Optimisation 2014 IAB Email Marketing Series 2014 Ryan Hickling, Head of Email, TMW Landscape Over the past two to three years we ve seen a massive change in the way consumers interact with brands digitally. As technology

More information

Leaving Money On The Table

Leaving Money On The Table 10 Ways Retailers Are Leaving Money On The Table Page 1 Let s face it: gaining and retaining customers can often feel like a high stakes match. What s the right balance between what you ll give in the

More information

Driving greater loyalty in Europe. What consumers want and where brands are failing to deliver

Driving greater loyalty in Europe. What consumers want and where brands are failing to deliver Driving greater loyalty in Europe What consumers want and where brands are failing to deliver Research commissioned with consumers in France, Germany and Switzerland Executive summary Fast-changing technology,

More information

Marketing in the Digital Age

Marketing in the Digital Age Marketing in the Digital Age By Doug Commette SprayFoam.com & Spray Foam Insulation & Roofing Magazine SprayFoam INSULATION & ROOFING MAGAZINE Internet Penetration in US Internet Marketing Marketers continue

More information

Email Marketing and the Mobile Consumer in Australasia A Jericho White Paper

Email Marketing and the Mobile Consumer in Australasia A Jericho White Paper Email Marketing and the Mobile Consumer in Australasia A Jericho White Paper Introduction Mobile is changing everything how we research, how we find information, how we communicate, how we purchase and

More information

The Challenge. The Solution: Yesmail Deliverability Intelligence

The Challenge. The Solution: Yesmail Deliverability Intelligence The Challenge As digital marketing continues to grow, email remains one of the most popular, successful and cost-effective digital channels. Due to the ever-increasing volume of marketing emails, however,

More information

Quarterly Email Benchmark Study

Quarterly Email Benchmark Study Quarterly Email Benchmark Study Q2 2013 (April, May, June) An Experian Marketing Services benchmark study Table of contents Q2 2013 Executive summary...1 A spotlight on: Email/mobile interactions...2 The

More information

6 TOP TIPS FOR IMPROVING YOUR DELIVERABILITY BROUGHT TO YOU BY

6 TOP TIPS FOR IMPROVING YOUR DELIVERABILITY BROUGHT TO YOU BY 6 TOP TIPS FOR IMPROVING YOUR DELIVERABILITY BROUGHT TO YOU BY INTRODUCTION What s the point in sending awesome email campaigns if they don t reach your recipients? Answer? None whatsoever! That s why

More information

Making enewsletters count!

Making enewsletters count! Making enewsletters count! Email newsletters (enewsletters) are a great way to keep in contact with your clients on a regular basis. Not only are they are relatively cheap and easy to produce, enabling

More information

Growing Your Business Through Email Marketing

Growing Your Business Through Email Marketing Growing Your Business Through Email Marketing Email marketing can be a cost-effective way to acquire new customers, and to enhance relationships with your current customers. Done correctly, email marketing

More information

Email Marketing Metrics Report

Email Marketing Metrics Report Email Marketing Metrics Report AUSTRALIA July - December 2006 www.vision6.com.au Overview Why This Report This report is the first in a series for the Australian market. Our main focus was to create a

More information

10 Online Marketing and Email Trends Guaranteed to Increase Your Success

10 Online Marketing and Email Trends Guaranteed to Increase Your Success 10 Online Marketing and Email Trends Guaranteed to Increase Your Success Reggie Brady reggie@reggiebrady.com (203) 838-8138 Regina Brady 2011 all rights reserved Agenda Benchmarks and how do you rate?

More information

Customer Relationships Management. Ayca Turhan Hacettepe University Department Of Business Administration

Customer Relationships Management. Ayca Turhan Hacettepe University Department Of Business Administration Customer Relationships Management Ayca Turhan Hacettepe University Department Of Business Administration What is CRM? A strategy for managing a company s relationships with clients and potential clients.

More information

Where s my real ROI? White Paper #1 February 2014. expert Services

Where s my real ROI? White Paper #1 February 2014. expert Services Where s my real ROI? White Paper #1 February 2014 expert Services revenue costs The growing confidence of advertisers and agencies in mobile marketing requires an effective and veridical sort of ROI metrics.

More information

Email + Social = Success

Email + Social = Success How to grow your business and attract new customers with an email + social strategy 2014 Copyright Constant Contact, Inc. 14-3931 v1.0 Helping Small Business Do More Business Email and social media have

More information

Email Marketing for Hoteliers: A Step-by-Step Guide

Email Marketing for Hoteliers: A Step-by-Step Guide Email Marketing for Hoteliers: A Step-by-Step Guide Tactics to Boost your Email Marketing ROI Table of Contents Introduction...1 Step 1: Build Your Email List...2 Step 2: Develop Your Content Strategy...3

More information

Email Marketing Strategy Guide NewZapp.co.uk - 2007. Introduction. Where are you now?

Email Marketing Strategy Guide NewZapp.co.uk - 2007. Introduction. Where are you now? Email Marketing Strategy Guide NewZapp.co.uk - 2007 Introduction In recent years Email Marketing has seen huge growth in the UK and worldwide. In this document we ll look at the key areas of an Email Marketing

More information

WHAT IS EMAIL MARKETING

WHAT IS EMAIL MARKETING Intelligent VC provide industry leading email marketing solutions, including an easy to use in-house platform as well as a host of managed solutions and services. Create and send visually engaging HTML

More information

How Airlines Can Use Email To Promote New Routes and Services Case studies and notes for airlines

How Airlines Can Use Email To Promote New Routes and Services Case studies and notes for airlines How Airlines Can Use Email To Promote New Routes and Services Case studies and notes for airlines Helping travel companies generate quality leads online. How Airlines Can Use Email To Promote New Routes

More information

The Importance of a Multi-Channel Mobile Marketing Strategy

The Importance of a Multi-Channel Mobile Marketing Strategy The Importance of a Multi-Channel Mobile Marketing Strategy Introduction As mobile technologies evolve, consumers are interacting with digital content through new and varied means. With smartphone adoption

More information

SageCRM. The Benefits of Email Marketing as a Cost Effective Marketing Tool

SageCRM. The Benefits of Email Marketing as a Cost Effective Marketing Tool SageCRM The Benefits of Email Marketing as a Cost Effective Marketing Tool If email was a country, its 1.4 billion users would make it the largest in the world. Bigger than China, bigger than the populations

More information

Overcoming basket abandonment through effective implementation of real-time communications services.

Overcoming basket abandonment through effective implementation of real-time communications services. Overcoming basket abandonment through effective implementation of real-time communications services. The benefits of real-time customer engagement For the vast majority of online retailers, converting

More information

5 Keys to Exceptional Email Marketing. Delivra 2012

5 Keys to Exceptional Email Marketing. Delivra 2012 5 Keys to Exceptional Email Marketing Delivra 2012 2 Email marketing continues to be one of the most powerful and measurable marketing tools at your disposal. With the right tools and approach, your organization

More information

May 2014. Social Media Report. Yellow TM. What Australian people and businesses are doing with social media. Copyright 2014 Sensis.

May 2014. Social Media Report. Yellow TM. What Australian people and businesses are doing with social media. Copyright 2014 Sensis. May Yellow TM Social Media Report What Australian people and businesses are doing with social media Copyright Sensis. Yellow TM Social Media Report Contents Foreword 3 Executive summary 4 Methodology 5

More information

EMAIL MARKETING MODULE OVERVIEW ENGINEERED FOR ENGAGEMENT

EMAIL MARKETING MODULE OVERVIEW ENGINEERED FOR ENGAGEMENT PLATFORM PEOPLE STRATEGY EMAIL MARKETING MODULE OVERVIEW ENGINEERED FOR ENGAGEMENT Contents p1 E-Newsletter Overview p2 E-Newsletter Sample p3 Forward Article p4 p5 p6 p7 Print Article Read More Subscription

More information

OVERVIEW OF INTERNET MARKETING

OVERVIEW OF INTERNET MARKETING OVERVIEW OF INTERNET MARKETING Introduction to the various ways in which you can market your business online 2 April 2012 Version 1.0 Contents Contents 2 Introduction 4 Skill Level 4 Terminology 4 What

More information

An Introduction to Digital, Traditional and Interactive Marketing Trends for 2014

An Introduction to Digital, Traditional and Interactive Marketing Trends for 2014 An Introduction to Digital, Traditional and Interactive Marketing Trends for 2014 "Business has only two functions - marketing and innovation." This quote by Peter Drucker, a worldrenowned expert in business

More information

Location marketing made easy

Location marketing made easy Location marketing made easy Learn how to get your products, services and location seen by people shopping locally. 75% of consumers look for local information Local marketing made easy Why is location

More information

Forfront, Renaissance House, 32 Upper High Street, Epsom KT17 4QJ www.forfront.com 020 3320 8777

Forfront, Renaissance House, 32 Upper High Street, Epsom KT17 4QJ www.forfront.com 020 3320 8777 e-shot tm features Forfront, Renaissance House, 32 Upper High Street, Epsom KT17 4QJ www.forfront.com 020 3320 8777 CONTENT Campaigns --------------------------------------------- 3 Creation Tools ----------------------------------------

More information

Email testing EFFECTIVE TESTS FOR EVERY METRIC OF AN EMAIL CAMPAIGN

Email testing EFFECTIVE TESTS FOR EVERY METRIC OF AN EMAIL CAMPAIGN Email testing guide EFFECTIVE TESTS FOR EVERY METRIC OF AN EMAIL CAMPAIGN GUIDE TO TESTING YOUR EMAIL MARKETING CAMPAIGNS The savvy email marketer knows that to maximize email marketing ROI, testing is

More information

Email Marketing Best Practices in a Mobile World. Ruth Presslaff President ruth@presslaff.com

Email Marketing Best Practices in a Mobile World. Ruth Presslaff President ruth@presslaff.com Email Marketing Best Practices in a Mobile World Ruth Presslaff President ruth@presslaff.com Presslaff Interactive Revenue Help publishers build and execute vibrant, engaged email marketing campaigns.

More information

Software Solutions Digital Marketing Business Services. Email Marketing. What you need to know

Software Solutions Digital Marketing Business Services. Email Marketing. What you need to know Software Solutions Digital Marketing Business Services Email Marketing What you need to know Contents Building Your Email List 1 Managing Your Email List. 2 Designing Your Emails 3 Branding Your Emails.....

More information

Mailing List Growth Strategies. A guide to increasing the size of your mailing list. November 2012 Version 0.2

Mailing List Growth Strategies. A guide to increasing the size of your mailing list. November 2012 Version 0.2 Mailing List Growth Strategies A guide to increasing the size of your mailing list November 2012 Version 0.2 Contents Introduction... 3 Lightboxes... 4 Implementation advice... 6 Social Media... 8 Implementation

More information

Driving Relevant Business Insights From Social Media

Driving Relevant Business Insights From Social Media A FROST & SULLIVAN EXECUTIVE SUMMARY Driving Relevant Business Insights From Social Media In Collaboration With: View the ondemand version of the ebroadcast: www.frost.com/insights Even the most successful

More information

Em@il Marketing integration and automation tactics that lift conversions and boost ROI.

Em@il Marketing integration and automation tactics that lift conversions and boost ROI. Em@il Marketing integration and automation tactics that lift conversions and boost ROI. How to successfully incorporate social, video, remarketing and marketing automation into your Email Marketing strategy.

More information

Professional Diploma in Digital Marketing Module 4: Email Marketing Version 5.0 Lecturer: David Maher

Professional Diploma in Digital Marketing Module 4: Email Marketing Version 5.0 Lecturer: David Maher Professional Diploma in Digital Marketing Module 4: Email Marketing Version 5.0 Lecturer: David Maher David Maher Product & ecommerce Manager with Scope Ophthalmics 10+ Years experience in Digital Marketing

More information

A 2015 guide to HTML email marketing

A 2015 guide to HTML email marketing A 2015 guide to HTML email marketing CONTENTS > Introduction > Sending an email > Branding > Testing and optimising > Content > Consistency > Subject lines > Provider > Mobile > Conclusion Here at Studio

More information

Email Marketing Benchmark Report

Email Marketing Benchmark Report 2015 Email Marketing Benchmark Report Page 2/27 Introduction The 25 sectors identified here have been self-selected by the senders. For details of the calculation methods and additional information, please

More information

NC STATE EMAIL MARKETING BEST PRACTICES

NC STATE EMAIL MARKETING BEST PRACTICES NC STATE EMAIL MARKETING BEST PRACTICES Email Marketing Terminology SENT EMAILS This is the number of emails you sent. It is necessary to know this number in order to calculate other subsequent performance

More information

The Fundamentals of B2C Marketing Automation for Effective Marketing Communications

The Fundamentals of B2C Marketing Automation for Effective Marketing Communications The Fundamentals of B2C Marketing Automation for Effective Marketing Communications Mark Patron February 2013 Email and Website Optimisation Introduction Marketing automation is a process that uses insight

More information

Mobile Friendly Email Design

Mobile Friendly Email Design Mobile Friendly Email Design Create emails that look good on every device. A guide by Mobile friendly email design Contents Why Design for Mobiles?...3 You Must Optimise for Mobiles...4 Mobile User s Behvaiour...5

More information

Mobile Marketing; Mobile Marketing. Value of Mobile Marketing

Mobile Marketing; Mobile Marketing. Value of Mobile Marketing ; Critical to Effective Marketing Strategy Sponsored by: ; What's the Impact 2013 1 Value of Get more customers Access them more often Access them with targeted offers Access them at targeted times Low

More information

Copyright 2011 Smart VA Ltd All Rights Reserved.

Copyright 2011 Smart VA Ltd All Rights Reserved. Copyright 2011 Smart VA Ltd All Rights Reserved. No part of this guide may be reproduced or transmitted in any form whatsoever, electronic, or mechanical, including photocopying, recording, or by any informational

More information

Basic Guide to SMS Marketing 1 2 way SMS is only available in some countries. Contact us to see if your country is supported.

Basic Guide to SMS Marketing 1 2 way SMS is only available in some countries. Contact us to see if your country is supported. Basic Guide to SMS Marketing 1 The Basic Guide to SMS Marketing This guide talks about the basic things you need to know about SMS Marketing before you start sending out SMS campaigns. This guide covers

More information

5 - Low Cost Ways to Increase Your

5 - Low Cost Ways to Increase Your - 5 - Low Cost Ways to Increase Your DIGITAL MARKETING Presence Contents Introduction Social Media Email Marketing Blogging Video Marketing Website Optimization Final Note 3 4 7 9 11 12 14 2 Taking a Digital

More information

Trends in B2B ecommerce in the UK RESEARCH 2013 WHITE PAPER

Trends in B2B ecommerce in the UK RESEARCH 2013 WHITE PAPER Trends in B2B ecommerce in the UK RESEARCH 2013 WHITE PAPER RESEARCH 2013 Background to the research Stibo Systems (a Master Data Management company), and Salmon (an ecommerce digital agency), commissioned

More information

MARKETING AUTOMATION: HOW TO UNLOCK THE VALUE OF YOUR CRM DATA

MARKETING AUTOMATION: HOW TO UNLOCK THE VALUE OF YOUR CRM DATA : HOW TO UNLOCK THE VALUE OF YOUR CRM DATA Kynetix Technology Group Introduction People who remember using a Rolodex to keep track of their clients consigned this little piece of history to the back of

More information

THE OMNICHANNEL CONSUMER

THE OMNICHANNEL CONSUMER THE OMNICHANNEL CONSUMER KEY FINDINGS FROM THE DELOITTE REPORT THE OMNICHANNEL OPPORTUNITY TO HELP RETAILERS UNLOCK THE POWER OF THE CONNECTED CONSUMER INTRODUCTION The internet and mobile devices have

More information

LEADING LADIES & THE SISTA CODE PROGRAM Week 6 Email campaigns with MailChimp and other programs

LEADING LADIES & THE SISTA CODE PROGRAM Week 6 Email campaigns with MailChimp and other programs LEADING LADIES & THE SISTA CODE PROGRAM Week 6 Email campaigns with MailChimp and other programs Two weeks ago we looked at creating Tribes for a range of purposes, including the purpose of growing your

More information

Mobile- The shop in your pocket. White Paper. Multi-Channel Marketing. Published by Velti - The leading global technology provider of mobile marketing

Mobile- The shop in your pocket. White Paper. Multi-Channel Marketing. Published by Velti - The leading global technology provider of mobile marketing White Paper SEPTEMBER 2012 The UK Opportunity for Total Mobile Multi-Channel Marketing for Retailers Mobile- The shop in your pocket Published by Velti - The leading global technology provider of mobile

More information

Revenue Generating Conversion Rate Optimization (CRO) Strategies

Revenue Generating Conversion Rate Optimization (CRO) Strategies Revenue Generating Conversion Rate Optimization (CRO) Strategies AWG s recommendations are based upon intuitive testing and tracking via Google Analytics and other programs specifically purposed to measure

More information

Capturing Near Me Moments: How location-based mobile advertising is changing the marketing landscape

Capturing Near Me Moments: How location-based mobile advertising is changing the marketing landscape Capturing Near Me Moments: How location-based mobile advertising is changing the marketing landscape A Digital Marketing Depot Whitepaper Introduction: The mobile advertising opportunity Smartphone ubiquity

More information

Email Marketing Best Practices - Top 10 tips

Email Marketing Best Practices - Top 10 tips Email Marketing Best Practices - Top 10 tips Contents 1. Make a good first impression... 2 2. Above the fold... 3 3. Keep it short and to the point.... 3 4. Send what your customer wants not what you want

More information

How Businesses Are Leveraging New Internet Marketing Platforms Like to Acquire Customers and Build a Supportive Community

How Businesses Are Leveraging New Internet Marketing Platforms Like to Acquire Customers and Build a Supportive Community WHITE PAPER: How Businesses Are Leveraging New Internet Marketing Platforms Like Video, Social Media and Mobile to Acquire Customers and Build a Supportive Community Introduction: Businesses of all types

More information

Boost Profits and. Customer Relationships with. Effective E-Mail Marketing

Boost Profits and. Customer Relationships with. Effective E-Mail Marketing Boost Profits and Customer Relationships with Abstract E-mail marketing is experiencing dramatic growth as marketers in virtually every industry begin to take advantage of this powerful technique that

More information