In the first of a series of exclusive interviews with marketing veteran Rory Sutherland, created by Marketreach for its new Mail Unleashed campaign, Lis Blair, CMO at MoneySuperMarket, explains what she’s learned from the discipline of crafting direct mail campaigns.
Econsultancy takes a closer look at the phenomenon of generative AI, including image generators like Dall-E and the infamous ChatGPT, assessing the business opportunities they present as well as the risks.
Most marketers are familiar with WhatsApp, but not necessarily as a marketing channel, so here are five tips for how brands can use it effectively.
Email open rates can be improved by making sure they’re readable and relevant for the maximum number of people.
Instead of treating them transactionally, brands can use key pieces of customer mail as rewarding and inspiring communications, which are integral to an omnichannel customer experience.
The chocolatier claims its “brand appeal and direct marketing skills” have helped the business grow both sales and profits, with its DTC model proving to be a “huge advantage”.
Engaging with customers across channels can be transformative for marketing results, but you need to know which combination of channels to use and when.
At an Econsultancy Live virtual roundtable, senior marketers in the home and garden sector debated how best to promote products creatively and prioritise customer experience in today’s shifting ecommerce ecosystem.
Apple’s latest mobile operating system, iOS 15, is here and it’s having a serious impact on email marketing. SMS is the solution.
With the government revealing it plans to rethink its data protection policies, what could the potential changes mean for marketers?
The latest IPA Bellwether data anticipates particularly strong growth in main media advertising over the coming year, suggesting marketers are plotting a return to brand building.
Account-based marketing’s necessarily small scale makes rigorously measuring its effectiveness implausible, but all that matters is giving sales teams reason to believe.
With shops closed once more and consumers tiring of living their lives online, physical mail matters more than ever for brands.
Brands need to be able to automate email content and campaigns at scale to achieve the personalisation necessary to maximise the channel’s performance.
EDF Energy boosted engagement in a commoditised sector by making meter readings, which are usually a functional interaction, more personalised and interactive.