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.
How connecting through voice increases conversions
Marketing Week PartnerWe use our voices to communicate with each other every day, yet when it comes to picking up the phone, it’s surprising how many businesses don’t do it.
Three ways to make email marketing fit for the future
Marketing Week PartnerEmail makes up for its unglamorous image with impressive ROI, but to maintain its effectiveness marketers must heed these key pieces of guidance.
How brands can use data to design rewarding customer journeys, post-GDPR
Jonathan HarmanWhether you’re focusing on acquisition or winning back lapsed customers, mail is trusted and proven, says Jonathan Harman, managing director of Royal Mail MarketReach.
HomeServe is getting a better return on marketing activity post-GDPR
Lucy TesserasThe insurance provider claims it is saving money and getting fewer complaints since new data regulations came into law because it is marketing to consumers who want to receive communications.
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The data giving marketers new insight into direct mail
Jonathan HarmanNow you can reveal powerful insights for your sector, using the latest JICMail data – and plan more effective mail campaigns to really deliver on your targets. Best of all, it’s free, says MD of Royal Mail MarketReach, Jonathan Harman.
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How to use email marketing effectively
Tina DesaiEmail marketing is undergoing something of a “rebirth” as brands explore increasingly sophisticated ways to reach consumers and drive ROI.
Innovations in direct mail help brands shout louder in the digital era
Steve HemsleyDirect mail is experiencing something of a renaissance, with innovation and more robust measurement giving this traditional medium a new lease of life.
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JICMail launch creates first ever industry-wide audience standard for direct mail
Michael BarnettThe Joint Industry Committee for Mail (JICMail) will offer the first standardised data on who interacts with direct mail, making up ground lost to other channels in its ability to assist brands’ media planning.