Sponsored by Return Path
How to use email to its full potential
A panel of attendees at a Marketing Week roundtable event sponsored by Return Path discussed how marketers can help the email channel achieve its full potential.
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Why is email investment falling despite high returns?
Mindi ChahalMarketers continue to see email as a highly effective marketing channel, second only to search in delivering ROI, yet they are dropping their investment in the channel and potentially risking the revenue it brings back.
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How programmatic is transforming email marketing
Sarah VizardAs the latest figures from the Direct Marketing Association reveal email marketing is becoming more important than ever, the industry is turning to new technology such as programmatic to ensure that email is as personalised and relevant to consumers as the rest of the marketing mix.
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Brands failing to optimise emails for mobile devices
Jonathan BaconNew research reveals that although 71% of marketing emails are opened on a mobile device, people are more likely to make a purchase from their desktop. Brands need to think about the post-click experience to help drive sales on mobile.
Narrow targeting and gut instinct: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the value of gut instinct to evidence that narrow targeting does not work in B2B, it’s been a busy week. Here is my take.
FA, Sainsbury’s, Gousto: 5 things that mattered this week and why
Marketing Week ReportersFrom the FA unveiling a new look Three Lions to Gousto going on a hiring spree after proving marketing’s value and British Airways unveiling its recovery plan, here are some of this week’s biggest marketing stories.
The consumer shifts that should inform your post-pandemic strategy
Marketing Week PartnerThe last 12 months have seen significant changes in consumer behaviour due to the pressures of Covid-19. Here are some of the most important for marketers.
‘Marketing has a big role to play’: British Airways on the brand’s recovery post-pandemic
Michaela JeffersonAs the airline launches its first TV campaign in two years, the brand says reinforcing consumer trust will be key to ensuring people choose British Airways for their first post-pandemic flight.