All posts by Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

Using tables and flow charts to visualise and plan automated contact strategies

Research shows that behavioural email marketing is a powerful technique to automatically follow-up online customer actions to help increase conversion to sale at a low cost. Here are some common examples of event-triggered email sequences: Welcome sequence for a new subscriber or lead to an email list Welcome sequence for new customer (onboarding) Reactivation of customers or subscribers who lose engagement Abandoned shopping cart follow-up emails Shoppers browse or search on a site but don't buy follow-up Time to repurchase or replenishment emails However, the technique is still used by relatively few companies. One barrier to setting up these event-triggered email sequences is the time it takes to specify the sequences if it's a new approach to the company or agency. The great benefits of event-triggered e-mails is that once set up and tested for effectiveness, they are a low cost method of boosting response. You can…

Using a digital plan to support digital transformation

Where do you start if you want to develop an digital marketing strategy? Well, I don't think it needs to be a huge report, a strategy can best be summarised in two or three sides of A4 in a table linking digital marketing strategies to SMART objectives. Yet despite this it seems that many organisations still don't have a plan.

Do you have a digital marketing strategy?

2015 update: Since 2012 we have run an informal poll to see how widely used digital marketing strategies are. Results have been quite shocking... with around two-thirds to three quarters not have a digital marketing plan. It seems that many are doing digital marketing without a prioritised plan of activities to integrate online marketing... When we did the research for our free Managing Digital Marketing report published in 2015 we were interested to see how this percentage looked for a defined…

How does email compare to other channels in driving customer acquisition and sales?

We can see the importance of email marketing by using the excellent Custora Ecommerce Pulse - which is updated monthly to show the impact of different channels on sales across $40 billion of US retail transactions from retailers who are clients of Custora. Here are three data points showing the importance of email marketing:

1.  How many orders does email drive compared to other media?

In 2015 Email remains one of the top three channels driving sales, not far behind organic and PPC. This position is mainly because of sales to existing customers. The latest data from May 2015 shows that email marketing now accounts for 15% of all sales. All of the top 3 have fallen a little compared to 2014 as Affiliate prompted sales have grown. For all of our interest and attention on social media this…

The best email statistics sources to benchmark open and clickthrough rates for your email campaigns in the UK, US, Europe, Asia-Pacific including Australia

Email marketers often ask "how do our campaigns compare?". They're looking for statistics to compare subscriber engagement for open, clickthrough and delivery rates, ideally within their sector. Fortunately, there are a number of good options to benchmark email response across different sectors. The best stats sources are compilations by email marketing service providers who produce statistics across their clients' campaigns. As well as our compilation of the latest data, I also recommend Mark Brownlow's compilation of Email marketing statistics sources.

Email Statistics - June 2015 update

We will continue to update this resource through the year as new reports are produced by the main email platforms. Do contact us if you're an email provider with new stats to share. Talking of which... Mailchimp have updated their Email benchmark stats…

What is the difference and does it matter?!

I've been asked this question a lot across the years... does the difference in scope between these terms matter? I always answer, no it doesn't really matter, but the scope of responsibility is important to make the most of managing the opportunities. So the scope of digital marketing activities does need to be agreed within a business and/or between a company and its agencies. The books I've written have actually had three different titles, updated with the times. I started with Internet Marketing, then Emarketing and in 2012 renamed the original Internet Marketing book to Digital Marketing, about time too since I was involved in developing the syllabus as an examiner for the IDM Diploma in Digital Marketing back in 2004-5 when the term was hardly used at all - so it's been great to see 'Digital Marketing' adopted as the 'de facto' term! This naming reflects…

Landing page examples and best practice advice

Discussion of web design in companies who don't know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion of leads when using inbound marketing techniques like SEO, AdWords and social media to drive visitors to a site. So this prompts the question, which factors make for the most effective landing page? Is a 'Perfect Landing Page' possible? This post gives a summary of my top 12 tips and places to look to find more examples.

Salesforce.com - an example of the evolution of the Perfect Landing Page?

To illustrate these tips, I'm going to use an example I've used in training many years - it's the Salesforce.com lead generation page for its CRM service targeting searchers who are looking for CRM systems. The Salesforce.com landing pages illustrate many good practices. I've marked up what I see as…

The potential for online retail growth 

It's interesting to look back at the growth of online sales and think forward to how much further they can grow at the expense of traditional channels. Overall percentage of Ecommerce retail sales are perhaps, surprisingly small at around 7% of sales in the US and 10% in the UK, but with sustained growth.  The data for Europe suggests growth rates of 10 to 20%, so for businesses forecasting their future growth rates, the growth target should match or exceed this.

US Ecommerce sales

The US Government has been cataloguing the trend of percentage of ecommerce sales since the first edition of my book was published and you see there has been steady growth since. Although the overall percentage of sales is not as high as might be expected. US E-commerce sales currently average out at 6.8 percent of total sales

UK…

Digesting Mary Meeker's 2015 Internet Trends Analysis I always enjoy and gain great insight from Mary Meeker's 'State of mobile marketing' reports which she regularly publishes at this time of year via Kleiner Perkins Caufield & Byers. It's part of a 2015 Internet Trends report available from KPCB and also available in Slideshare format. 2015 Internet Trends Report from Kleiner Perkins Caufield & Byers The only issue is their scale - the deck is pushing 200 slides, so this year we're again giving a need-to-know digest of what's hot and what's new to save your eyes and digestion system. Of course there are a lot of data points showing that Mobile use is BIG and growing BIGGER, but you'll know this already -…

With objective-based campaigns, businesses can promote to directly prompt leads and sales

Importance: [rating=4] Recommended link: Twitter announcement on objective-based campaigns You may remember when Twitter started to monetise through offering ads to advertisers, the model was to use paid Promoted Tweets to encourage more followers, but it was lacking a way to directly prompt leads and sales. Then, in 2013 they launched Lead Generation cards that were particularly useful for business-to-business marketing. Now, in a similar move to Facebook's new Call-to-action buttons, Twitter is making it easier to create ads that enable direct clickthrough to a website to meet objectives for leads and sales. The option is not entirely new since this was originally available in a US beta from August last year, but from 21 May 2015 all advertisers worldwide can use this new feature. For example, a retailer can now setup ads to encourage clickthrough to sale using this approach. …

Google shares new research about changes in local search behaviour and how to use extensions to deliver relevant local ads

Importance: [rating=2] Recommended link: Google's preview of new mobile ad extensions Google has responded to changes in users' searching behaviour as more people look for local services using their smartphones. In the introduction to this new feature, Google gives the example of changes in search behaviour... "Google search interest in "near me" has doubled since last year,1 with 80% coming from mobile". Google's research shows that in these 'moments', consumers have heightened expectations for immediacy and relevance — 4 out of 5 say they want search ads to be customized to their city, zip code or immediate surroundings. The new ads shows three or four different businesses for location-related searches like “nearby auto repair.” As the example below shows, each ad unit will feature click-to-call and directions which can be easily followed-up on, for example by calling your…
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