A case study showing the power of Email remarketing and testing

In part 1, Email Remarketing – why aren’t more people using it? we showed how Email Remarketing is surprisingly rare and discussed why this might be. Thanks for the in-depth comments by the way! I hope they help someone make the business case! In this follow-up, we have a great case study example from VE Interactive, because it not only shows the uplift from email remarketing, but also what types of offer and messaging can be tested.

3 testing options for Remarketing

The remarketing here was a classic abandoned shopping cart follow-up email, but with 3 alternative follow-ups which were tested with these results: 1. Generic branded follow-up email : +10% conversion rate. 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate. 3. Personalised remarketing email with a promotional code…

Interesting infographic from Advertising Age in the US. It certainly appears that Facebook is the place to engage with married mums! What gems can you spot? [caption id="attachment_5287" align="alignleft" width="600" caption="Social Media Demographics from Advertising Age"][/caption]…

Google has updated two of it's main sources. I thought I'd alert readers to them since I often find that people reach for their pens to make a note of these on training courses.

Google Agency Toolkit

Many readers will know the many great tools Google provide to encourage marketers to spend more with advertisers. The ones we've written about before and recommend are most useful are: The Google Keyword Tool - for seeing the number of searches on a topic Google Keyword Planner - a new tool supplementing the keyword tool Google Ad Preview tool - shows marketplace players in different countries Google Trends - for spotting search trends by country Google Ad Planner - for finding site popularity and audience composition for media sites/publishers But I find many don't know about the Google Agency Toolkit which groups these together and provides many others - check it out! …

Encouraging focus on conversion optimisation has to be the way forward

For many companies, driving traffic to their websites is still the ultimate goal.It's the way they measure the strength of their brand, and the the effectiveness of their campaigns. There’s nothing wrong with this, as long as we understand that traffic is not the holy grail and certainly not the only purpose of interactive marketing. All kinds of marketing can be used for all business goals, depending on context, and sheer visitor numbers really don’t mean anything by themselves. For transactional sites in retail, travel and financial service the conversion points are obvious and there is much more focus on conversion optimisation. But many, many businesses don't fall into this category and they're not tracking the many forms of conversion. All types of sites have many micro-conversions that could be measured, but often aren't. However, the excessive focus on traffic in…

Facebook release new best practice guide for Facebook Pages

This week Facebook released a new guide titled "Best Practice Guide: Marketing on Facebook". We think it's really helpful since it has different models to help you think about how to market better with Facebook. But these aren't details on advertising rather the frameworks help you plan or review your Facebook strategy - thee five guiding principles are particularly useful I think. For each, they give you give steps of tools you can use to reach and engage your audience.

The Facebook Ecosystem

Facebook suggest that your Facebook page is at the core of your Facebook marketing. As you post content and offers and interact with your audience then you can engage and amplify. Naturally they suggest Facebook Ads are a big part of this. They don't highlight the importace of understanding your audience and developing the right types of content and offers to…

Making the argument for Remarketing with Email

Automated email marketing, Event-triggered email, Behavioural email, Email sequences, Abandoned shopping cart email. Call the technique what you will, I've been a fan of the relevance you can deliver through contextual emails like these for a long time - it's been possible to do this for over 10 years now! The appeal of delivering the right message at the right time, in the context of an action taken on the site are obvious and compilations of success show this is well-founded. Likewise the recent Redeye report on Email Remarketing -- shows that for different sectors email and engagement and conversion rates are far higher than average email response. This compilation is for retailers:

Why isn't email marketing more commonplace?

But it seems to be tough…

This is an interesting infographic on the reality of marketers seeking to leverage social location-based check-ins, whether it's Facebook Places or Foursquare. There's been a lot of hype - mostly between early adopters it would appear - about check-ins. So, even though this is US data, what are the take-aways? Be realistic and targeted - smartphone's are still only owned by half of the population, and roughly half of those have privacy concerns or feel that there's no motivation to bother Provide a motivation - Check-in % is high amongst smartphone users and the three main motivations are to meet people, learn about the location or actively promote it Are you the right location type - People are most likely to check in at places to eat or drink - where others gather to socialise (restaurants, cafe's, pubs/bars and clubs) Play to your strengths - People are more likely to interact with large brands, yet they're more…

6 ways to use social media marketing to support your marketing activities

Getting social media marketing right is THE most common challenge mentioned by marketers I speak to today. But what are the biggest strategy challenges within social media marketing? At a strategic level, we all know social media marketing is about much more than getting more Likes, Follows and Shares... So which activities, which need to be managed as part of social media marketing strategy, are the most important challenges (or you can look at them as opportunities)? Looking across different types of organisation, there seem to be some common issues everyone is grappling with to try to work out how social media can be applied. I think every organisation has to decide how to best manage these 6 core activities as part of social media marketing strategy. So I asked how you rated these challenges - thanks to everyone who completed the survey …

New research shows why Number One in Search matters and suggests how we should report search effectiveness

Naturally Number One is the position all businesses want for their keywords. But, it's not so easy to achieve in practice: anyone managing a website will understand the joys & heartaches of trying to get this ranking in Google. I wanted to flag up this data since it quantifies how important the Number One position is and has implications for how you should be setting targets and reporting on SEO for key generic head terms and long tail terms too. I've also linked to a spreadsheet to help you apply this. This new research is also timely since it's some time since good quality data on the clicks / importance of ranking position has been released. Can you remember when AOL accidentally published their data in 2006. The ranking…

I met Mel Henson at last year's ECMOD conference where we discussed the pleasure and pain of book writing. She was hard at work on a new book on copywriting: [amazon-product text="Flicks & Clicks: How to Create Websites and Catalogues that Sell More" type="text"]1907722041[/amazon-product]. There are relatively few new books on online copywriting and if you want to review your approaches, I highly recommend it. It's full of practical tips and examples blending on and offline copywriting. So, we arranged to have a chat about what works and what doesn't in online copywriting.I hope you find Mel's ideas helpful? What are your pet hates or peeves with online copy? 1. What inspired you to write "Flicks and Clicks?" When I first specialised in copy for home shopping, I discovered that there is real ‘science of…