Gaining direct, real-time feedback from customers and site visitors is one of the most exciting areas of digital marketing for me, which really takes advantage of the real-time interactions available online.
A few months back I created a post giving my recommendations on the categories and examples of feedback tools that marketers should review to help them understand their customers' needs better.
Of course, Kampyle, was one of the tools featured since this is commonly used as a tool to gain feedback, so it wasn't a complete surprise, when I got a mail from Eran Savir, the co-founder of Kampyle. He said that he sees the categories of tools slightly differently than me, so I thought it would be useful to setup an interview to understand how he sees the market, in order to help site owners…
Deliverability is one of those areas of digital marketing where the details matter, so for this interview I turned to Tim Watson, Operations Director of Email Service Provider, SmartFOCUS Digital for the low-down on email deliverability best practice.
Typical deliverability problems
Q1. What are the main problems the email marketer needs to be aware which can lead to their email being blocked?
There are two main areas for B2C e-marketing:
Emailing solution setup technical factors
IP address reputation, content and HTML factors
The technical factors are controlled by the Email Service Provider or your IT department if you run your own mailing solution. The IP address reputation is under direct influence of the email marketer"€™s actions and should be of primary concern, after which content and HTML factors are next most important.
B2B e-marketing is not so dependent on IP address reputation,…
Website design optimisation and testing books
Since I wrote my first book on web marketing 10 years ago, success in online marketing has required an ever more detailed approach as the discpline matures.
Specialist books on search engine optimization have been established for many years, but in 2008 we saw several new books on landing page optimisation to improve web design and messaging of which these are the two "must-haves" IMO.
I recommend Bryan Eisenberg's book if you work for a small-medium business and are planning on using Google Analytics for testing your sites.
I recommend Tim Ash's book if you work for a larger business and want to audit your existing testing approach or are starting to plan a website testing programme.
Before we get to the two main reviews, I also recommend:
[amazon-product text="Brian Clifton's book on Google Analytics" type="text"]/0470253126[/amazon-product]
particularly if you are personally involved with configuration, or want to know how to use…
Email marketing gives new options for list segmentation in addition to classic segmentation methods such as demographic and psychographic segmentations. This Q&A, with Lucy Conlan of cScape reviews these options and also includes discussion of how to treat the "emotionally unsubscribed" list members who are a natural part of every email list.
This month's Q&A is with my colleague Lucy Conlan from the cScape Customer Engagement Unit. Lucy was previously senior marketing manager at the UK"€™s premier arts centre, the Barbican, where she worked on Customer Relationship Management and campaign integration activity, including on the re-launch of the award-winning Barbican website.
Q1. How important do you think it is to segment your Email list?
Lucy Conlan, cScape: The very size of an organisation"€™s email list can be a political minefield. Senior…
