How to make your emails more accessible – and why it matters
Elliot RossEmail open rates can be improved by making sure they’re readable and relevant for the maximum number of people.
Information and inspiration: Why brands can’t neglect any part of the customer journey
Sean HargaveInstead 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.
Hotel Chocolat talks up ‘direct marketing skills’ as profits soar
Charlotte RogersThe 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”.
How to meet your customers where they are using cross-channel engagement
Mary KearlEngaging with customers across channels can be transformative for marketing results, but you need to know which combination of channels to use and when.
Cutting through the noise: How to make your brand stand out online
Steve HemsleyAt 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.
How ecommerce brands can solve the challenges of iOS 15 with SMS marketing
Talia ShaniApple’s latest mobile operating system, iOS 15, is here and it’s having a serious impact on email marketing. SMS is the solution.
GDPR: What might the government’s overhaul mean for marketers?
Michaela JeffersonWith the government revealing it plans to rethink its data protection policies, what could the potential changes mean for marketers?
Bounce back on the horizon as marketing budgets poised for growth
Michaela JeffersonThe 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.
We’ll never know if ABM really works, but it doesn’t matter
David van SchaickAccount-based marketing’s necessarily small scale makes rigorously measuring its effectiveness implausible, but all that matters is giving sales teams reason to believe.
Lockdown 2.0: A survival guide for marketers
Marketing Week PartnerWith shops closed once more and consumers tiring of living their lives online, physical mail matters more than ever for brands.
Four steps to make email marketing more effective
Marketing Week PartnerBrands need to be able to automate email content and campaigns at scale to achieve the personalisation necessary to maximise the channel’s performance.
How EDF’s energy health check campaign helped boost brand affinity
Sarah VizardEDF Energy boosted engagement in a commoditised sector by making meter readings, which are usually a functional interaction, more personalised and interactive.
Four secrets to successful email marketing
Marketing Week PartnerEmail marketing remains one of the most effective channels in marketing but in order to succeed it’s vital to use best practices. Why are they a secret?
What you need to know about the new direct marketing code
Sarah VizardThe Information Commissioner’s Office has published its long-awaited draft of the new direct marketing code of practice, which gives the industry a legal rulebook to follow rather than just offering guidance.
How to make complex campaigns easy
Marketing Week PartnerThe data available to marketers is getting increasingly sophisticated but this webinar explains why building complex campaigns doesn’t need to be difficult.