digital marketing eCommerce connectivity & hosting content management web 2.0 & social media
email Marketing
The economic situation and low consumer confidence has led to shoppers to HTML and include cross-sell messages based on customer purchases and
intensifying their hunt for the best bargains, whilst keeping their expectations expressed preferences. These changes generated conversion rates 19 times
of quality and service high. Today’s consumers have access to vast higher than previous transactional messages for one CheetahMail customer.
quantities of information, channels and purchasing choices. This increasingly Build automated multi-stage welcome programmes that communicate the
fragmented media landscape means brand owners must work even harder benefits of being a subscriber and deliver added value through an offer
to build loyalty whilst maintaining quality, service levels and margins. such as a small discount.
Using highly targeted marketing techniques that play to consumers’ needs Use data and insight to understand your customers better. Develop a
and clearly demonstrate value for money is going to be critical for brands methodology such as RFM (recency, frequency, monetary value) to
looking to engage effectively with their customer base. With email marketing understand the value of certain customer groups to you. Make your most
widely regarded as the most cost effective marketing channel, (78 percent profitable customers feel valued to increase loyalty e.g. invitations to VIP
of respondents in the Econsultancy Email Marketing Census 2009 rating it as events and advanced sales notices. Profile a segment of lapsed customers
“excellent” or “good” for ROI), email marketers have an opportunity to be at to identify those with similar attributes to your best current customers, then
the forefront of marketing investments over the year ahead. build reactivation programmes based on the messages and offers you find
There are a number of techniques, both well-founded best practices and
work for your best customers.
new innovations, which can drive even greater return from email marketing Tap into the power of social media – add links to your corporate blog and
by satisfying the immediate requirement to drive sales and the longer-term Twitter feed to increase the channels through which you can engage with
necessity to retain customers and grow loyalty. your customers. Think about using email to both gather and communicate
According to the Econsultancy Email Marketing Census 2009, 42% of
customer reviews to drive sales and build trust in your brand. Don’t forget
marketers don’t know the ROI of their email marketing investments. (Is it
to include a “Forward to a friend” option to develop a viral element to your
that same 42% that say lack of budgets or finances is their biggest barrier
campaigns.
to effective email marketing?) Of the group that did know their ROI, 61% With the current market focus on customer retention to generate sales
said email delivers 300% ROI or more – strong argument indeed for further and increase loyalty, and retention based email widely recognised as
investment. As well as measuring the value of sales direct from email outperforming other online channels in that regard, the year ahead looks to
communications marketers should look for other techniques to understand be a great opportunity for forward-thinking email marketers to shine.
ROI, e.g. track the in-store redemption of vouchers sent via email, or
Visit CheetahMail on stand e6075.
calculate the total and average purchase value of email subscribers
compared to all purchasers over a set timeframe.
steve lomax – Managing Director, Experian CheetahMail Europe
Develop triggered campaigns with highly relevant messages to drive sales
and build loyalty. For example, upgrade transactional emails from plain text
The internet, Celebrity and recession
The received wisdom is that Britain has become obsessed with celebrity. People are still visiting banking websites more frequently than before, often
Our TV schedules are full of reality TV shows, the magazine racks in your in response to market changes such as a fall in interest rates.
local newsagent buckle under the weight of celeb mags, and even
The current trend, as illustrated by the popularity of Martin Lewis, is to use
Question Time recently featured Pop Idol winner Will Young as a panellist.
the web for finding bargains. Searches for retail discount vouchers have
UK Internet traffic to celebrity websites has also increased, and American increased by 150% over the last year, while ‘how to save money’ is a
gossip king/queen Perez Hilton is now the second most popular blogger popular search term. Consumers are also being more creative with their
in the UK. At Hitwise we recently produced a list of the most searched-for travel plans. Traffic to currency websites has shot up as the pound has
personalities in the UK during Q4 2008, and the top 10 contained lots of weakened, and during January there was notable shift in travel searches
the usual (mostly female) reality TV stars, singers and actors. But the top away from Eurozone countries and the US towards cheaper overseas and
two positions told a slightly different story. The second most searched-for domestic destinations.
personality was Barack Obama, new Leader of the Free World and the
But if the gloom becomes too much, there’s always drink. The most
man charged with sorting out the world economy
popular restaurant listings site is currently www.beerintheevening.com,
If Obama’s mission is to sort out the macro economic environment, the while those with more refined tastes have contributed to 67% increases in
number one position in our list went to a man whose focus is very much searches for ‘afternoon tea’. The venues garnering the most searches are
on the micro economics of personal finance. The most searched for posher establishments such as Claridge’s and The Ritz, so it looks like there
personality in the UK during the final three months of last year was Martin is still some money left for small luxuries.
Lewis, the “Money Saving Expert”. The popularity of his website - now
Visit hitwise on stand e2105.
one of the top 100 in the UK - nicely illustrates the hunger for this type of
information as a result of the current economic environment.
Robin will also be speaking in the Analytics Theatre: Marketing in a
Downturn – What to Consider When Marketing to Consumers in a
At Hitwise we’ve noticed that UK consumers are turning to the web to help
Difficult Economy, Tuesday 28th April, 15:20.
them through the recession. The first evidence was a massive increase in
searches for terms such as ‘credit crunch’, as people tried to understand
robin Goad – Director of Research, Hitwise UK
what was happening. Then, as the collapse of Northern Rock bought the
crisis closer to home, there was in increase in traffic to banking websites.
14 www.internetworld.co.uk
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75