Email marketers must come to their Census

Since 1801 the UK has set aside one day every decade for the Census – a nationwide count of all the people and households in the country to create a snapshot of the population. The decennial Census has been sent out to every household in the UK in the last few weeks, and forms must be completed and returned by post, or filled out online, by Sunday (March 27). This got me thinking what we’d find if we were to carry out an email Census at the same time.

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The Email Census from eConsultancy and Adestra: What You Don’t Know Could Hurt You

Econsultancy and Adestra’s recent email marketing census shows just how badly informed many email marketers are when in comes to inbox placement rates and the implications of poor deliverability on performance.

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Engaging Emails Encourage Happy Shoppers

The ultimate retail experience is all about giving consumers customer satisfaction, greeting them with a smile, finding out what they are looking for and giving them the relevant service. If I’m browsing for a new shirt and tie on a Saturday morning and a sales assistant is rude to me I would most likely complain to the manager, and certainly wouldn’t buy any products from the store. Retailers need to realise the same rules apply to their marketing emails.

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Browser Competition Renders Email Previews A Necessity

Competition for European email subscribers’ attention is at an all-time high following an increase in browser options available to internet users.

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Complacent Marketers Give Hope to Social Media

A Houses of Parliament debate I attended recently gave a cold reception to the notion that social media will ultimately be the death of traditional forms of marketing. However, email marketers’ continued failure to provide interesting, relevant content in their marketing messages is playing into social media’s hands.

Speakers at the debate, including representatives from Facebook UK and More Than, debated the pros and cons of social media and its relationship with more traditional marketing formats, such as direct mail, television and radio. The end result of the debate, organised by the DMA (UK), was a unanimous public decision that the notion of social media killing off traditional media was farcical.

But there’s no denying social media is a massively growing medium…

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Spam Complaints Fuelled By Poor Practice

There’s a thin line between perceptions of legitimate email and spam – just 1 percent difference, in fact.

That’s what the findings of the Digital Marketing Association’s Digital Tracker study looks like to me. When asked “What is most likely to prompt you to mark email as spam?” ten per cent of people responded “Products offered are illegal” and eleven percent said that it was because they had a “Lack of trust in brand concerned”

The research also suggests that legitimate senders of commercial email are encouraging spam complaints by simple poor email marketing practice.

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Take the DMA Client Survey And Get a Free Research Report

The DMA (UK) is in the midst of conducting its largest piece of research in the email sector this year. If you are a marketer in the UK I highly encourage you to spend just 6 minutes to fill out the survey. Taking part in research like this is a great way …

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