Behavioral Insight #2: The confirmation bias

Behavioral Insight #2: The confirmation bias

This series focuses on behavioral ideas or theories and how they relate to a specific area within email marketing and ecommerce. In this post we’ll examine the effects of the confirmation bias on behavior and how knowing that it exists will help improve your analytical abilities when reviewing your marketing efforts.

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Fingerprinting and matching: the marketing power couple

Fingerprinting and matching: The marketing power couple

What’s the difference between fingerprinting and matching? Are they not just the same thing? In fact while direct matching is a very secure way of establishing the link between an email and a cookie, unfortunately the results end up being quite dismal, with match rates around 15–20%.

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Missing the target: sending emails that hit the mark

Missing the target: sending emails that hit the mark

Once your email hits a subscriber’s inbox, you have to let your content do all the talking. If you’ve done your job, that should be a cinch, right? Think again.

Email clients such as Google’s Gmail, have started clipping HTML emails larger than 102 KB. Instead of seeing the entire text of your email, your email will be cut off past the 102 KB mark. Instead of the rest of your text, subscribers will see an alert that the message was clipped and have the option, in the form of a hyperlink, to view the rest of the email.

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Behavioral Insight #1: Social proof

Behavioral Insight #1: Social proof

This series focuses on behavioral ideas or theories and how they relate to a specific area within email marketing and e-commerce. In this post we’ll examine the behaviour of social proof and how marketers can utilize this behaviour to create enough desire to purchase products.

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Why behavioral sciences are important for email marketers

Why behavioral sciences are important for email marketers

This week we mark the start of a new series of articles, scratching below the surface and poking about in the gray matter a bit. Read on to discover why behavioral sciences are important for email marketers and what really drives us and our actions.

As an email marketer, you are probably concerned about such things as; impressions, open rates, click-through rates and conversions – and rightly so. They all convey important information about your email campaign and are the primary source of insight into the performance. However, where do all these numbers come from and how can you use them to help understand how your customers interact with your emails?

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How retailers with storefronts use email marketing

How retailers with storefronts use email marketing

Continuing our series on retail and how retailers use email, we selected three popular retailers in the UK, DIY giant B&Q, retail store Next and home goods shop Argos, to include three large retail sectors in our investigation as to what email efforts retailers with storefronts are using. Of most interest to us: Was email used to promote offers and discounts, or simply as a front-of-mind awareness technique? Did the retailers send recipients to their website as part of the email campaigns and were they targeting consumers with relevant, personalised emails?

To start the experience from scratch, we set up new accounts for all three retailers to see exactly how they engaged online from step zero.

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Getting back the lost 80 percent: Re-engage anonymous past site visitors

Getting back the lost 80 percent: Re-engage anonymous past site visitors

Up to 80 percent of internet consumers will come to your website, browse and bounce.

If you’re getting even as few as 1,000 unique monthly visitors, that’s 800 possible consumers who leave your site without doing anything. That’s a whole lot of possible consumers you could be converting, either with a sale or at least contact information to keep in touch. Yet most companies cannot seem to capture the lost 80 percent – and what’s worse, don’t realise that there are ways to get that 80 percent back into the business.

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Net-A-Porter and ASOS: What can we learn from their email campaigns and what are they missing?

Net-A-Porter and ASOS

There’s such a thing as being fashionably late, but fashion companies who aren’t prioritising their email marketing efforts are going to miss out completely. ASOS and Net-A-Porter are two online fashion powerhouses using email marketing exceptionally well to re-engage their customers to stay front of mind and top of inbox. So what can we learn from them and what are they missing?

In the past few weeks, I’ve kept my eyes peeled for what makes these two retailers particularly successful at the email marketing game. I’m a long-time subscriber to both companies’ mailing lists. I buy from ASOS quite frequently; my last purchase was in April 2014. My last purchase from Net-A-Porter was early in the year, and I’ve bought from them perhaps a handful of other times in the past. Since I have a fair share of backlog emails from both, I spent a few weeks collecting and comparing their emails and have come away with a few top tips you can use to improve your email marketing efforts.

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