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Exploring the latest medical landing page conversion rates to inform your pharma or healthcare marketing strategy

'What does good look like?' 'How do we compare?' and 'How do we get there?' are common questions when healthcare marketing strategy is concerned. With so much competition in healthcare marketing today, you need to benchmark yourself against the key metrics within your industry. But, good benchmarking is only as useful as your marketing strategy allows it to be. Are you confident that you're applying a data-driven strategy? Are you happy with the metrics in place to inform your digital marketing optimization? We'll delve into some recommended resources and marketing tools to help you implement your benchmarking learning and increase your healthcare customer conversion and retention.

Conversion rate benchmarking for your healthcare marketing strategy

It's useful to have conversion statistics to compare your conversion rates against if you're serious about conversion rate optimization (CRO). And with the resources and…

Industry experts explore the email marketing trends set to impact your strategy in 2021 and consider how COVID-19 has permanently and positively changed email marketing 

In 2020, email marketing trends, like so many parts of our work and personal lives, had to undergo a rapid transformation.

As the pandemic continues to lead to wide-ranging changes to the way consumers perceive brands and consider purchases, email marketers have adapted in many innovative and inspiring ways heading into the new year.

In this blog, five of the brightest minds from the world of email marketing provide their key trends for 2021. With email continuing to play a vital role in nurturing, acquiring and retaining customers, it’s time to explore the opportunities that lie ahead.

Email marketing through the K-shaped COVID-19 recovery

As we head into 2021, COVID-19 continues to impact marketing strategies and budgets within…

Personalized marketing, as we know from our experiences as brand-lovers and as marketers, is the make or break of any e-commerce marketing strategy in a competitive environment

Personalized marketing is all about offering improved user experience (UX) by serving relevant content, or targeting key messages in the funnel, based on your customer’s e-commerce activities and behaviour. Personalized marketing unlocks tactics for retailers to form personal relationships with their customers during their online experience (CX), to nurture leads and drive more sales from digital marketing. According to SmarterHQ, 72% of consumers say they now only engage with marketing messages that are personalized and tailored to their interests. And with competition at an all-time high, value added by personalized marketing is exactly the tactic your retail/e-commerce marketing strategy needs. [si_monthly_campaign_blog_cta_banner id=156146] Despite this, customer security and privacy concerns are at their peak. A McKinsey 2020 consumer-data report…

Recapture the attention - and transactions - of your e-commerce cart abandoners with effective email marketing sequences

Every hour of every day thousands of e-commerce website visitors add items to their shopping carts, then quietly leave without purchasing anything. Even more surprising, most website owners don’t follow up with these visitors in any way. This lack of follow up represents millions of dollars of lost revenue, not just from the current purchase, but from additional purchases these shoppers would end up making over time. It is therefore essential, for an E-commerce website to engage these visitors with effective email marketing sequences to help maximize revenue opportunities. True, some of these cart abandoners were ‘just browsing’ or otherwise had no immediate intent to buy, but others were on the cusp of converting and something wasn’t quite right. In this post, I’ll describe how to recapture the attention - and transactions -…

What email marketing opportunities do you miss in your transactional emails?

There’s no question that email marketing is one of the key opportunities for almost any marketing team. When thinking about it, newsletters and other promotional emails are usually the first to come to mind. Few marketing teams give serious attention to transactional emails. Very often, these are even out of their jurisdiction. Set up by development or customer-facing teams, these emails serve their key purpose in a better or a worse way. The marketing opportunities behind these messages are often overlooked though. Throughout this article, we’ll give you plenty of reasons why it shouldn’t happen. You’ll learn how to maximize the potential of your transactional emails and which common mistakes you should avoid. Apply these learnings to your emails and you’re likely to see promising results in no time.

What are transactional emails?

First of all, let’s get some definitions of the list. …

Mapping the buyer’s journey helps businesses stay relevant and personalize the campaigns

For most businesses, the buyer’s journey is an important aspect of planning marketing campaigns. Why? Because that’s how you can send a relevant message at the right time to the right person and increase your conversions. Sending personalized messages manually to the hundreds of subscribers on your list can be quite a daunting task, which is why you need to automate your campaigns. Here are the different automation emails that every business should send to their prospects based on their buying stage and their action.

Welcome or onboarding emails

This is your first ever contact with the prospect, which happens when they share their email address with you. You will need to make them feel welcome, set the expectations for the future and motivate them to provide their personal information that would let you send better and more relevant emails. The email…

It's time to explore five key email marketing trends set to shape your strategy in 2020, from mobile optimization and simplified content, to AI and email's continued position as one of the most trusted communication channels available to marketers

It’s time to start looking ahead to what 2020 may bring with our annual series of blogs dedicated to the biggest marketing trends for the year ahead. Outside the world of marketing, things are increasingly unpredictable. Rewind back to 2010 and you’d be hard-pressed to find anybody capable of predicting the decade that was about to unfold. Luckily for us, however, marketing trends - and digital trends, in particular - are slightly more predictable. With the amount of data we have at our fingertips, it’s now easier to know which tools, tactics and technologies are working and which are becoming less effective. For this blog, we’re joined by a selection of the world's leading email…

Marketing AI implies the art and science of personalized marketing in an age where creativity and simple data collection are not enough to drive your business forward

Not long ago, the marketing process was seen as a human endeavor perfected through several cases of trial and error. The idea of automation streamlining the marketing process looked like science fiction. But with the dawn of the Digital Age, new technologies are transforming the marketing landscape. One such technology is Artificial Intelligence (AI).

Introducing artificial intelligence

The first breakthrough of AI was in 2016 with the introduction of machine learning. It is basically the next logical step in computing: A program that can figure out things for itself. In other words, it is a program that can reprogram itself. [si_guide_block id="87369" title="Download our Premium Resource – AI and machine learning for marketing" description="The guide aims to help businesses of all sizes to apply to their marketing, focusing…

Email marketing can be an incredibly powerful tool, often offering a return of 30 times your initial investment. But, like any tool, it can only work well when handled expertly

Whatever your choice of marketing tool may be, the main aim is bound to involve maximizing the return on your business earnings. Email marketing is no different. After all, you are in business to make a profit, and who doesn’t want their venture to be as successful as possible? If you’re new to email marketing or, indeed, marketing in general, you may still be getting used to the various acronyms and buzzwords that tend to fly around. So, let’s start with explaining precisely what a ‘return on investment’ (ROI) means.

It's all about ROI

The world of business, no matter which industry you are in, is very fond of acronyms, buzzwords, management-speak, and all manner of jargon. This is great when you are embedded…

Chart of the day: Email marketing tips to innovate your strategy

When it comes to email marketing, there’s always some discussion about its relevance as a digital marketing channel, in the fast-paced world of instant messaging and social media. However, each time it comes out as a winner in the debate. Email platforms can be used to deliver specific, personalised and prolonged marketing communications to your user-base, making it vital for marketers to use this channel to its full potential and innovate their email marketing strategy. A recent chart on MarketingCharts shows the various different ways in which companies want to innovate their email marketing strategy in 2018, as compared to 2017. Creative use of behavioural triggers, use of dynamic content and automation to trigger one-to-one communication are right up there, as more than 50% of  to try these creative…