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How to develop successful data-driven campaigns: lifecycle dates

As marketers, we’re supposed to know our customers better than they know themselves. In order to do this we must collect and use data, the most basic of which being demographic data such as first...
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What it takes to come together as ONE business

Do you remember what online experiences were like for consumers 5 to 10 years ago? We’ve gone from pages that feature many links to driving content through fewer clicks. We have moved from static websites...
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Did you know your BMI might be related to your email marketing strategy?

Yesterday, in a conversation about analyzing customer behavioral data, I recalled a recent news story: Medical researchers, using meta-analysis that looked at Body Mass Index (BMI) at the time of death across 2.9 million people,...
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Product Pages: Should you cross-sell or up-sell?

It’s a common dilemma – what should the objective for product recommendations on your product pages be? Should it up-sell and show more expensive but similar products, or should it try to cross-sell by presenting...
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Is 'Click & Collect' the ultimate multi-channel experience?

With the number of consumers choosing to buy online growing each year (The Economist predicts online purchases will account for a third or more of sales in markets such as the UK, compared to around...
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Subject lines aren’t about getting your email read

Ever heard someone say the purpose of the subject line is to get the open? This is short sighted and the purpose and impact of the subject line goes much deeper. The thinking behind a...
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Did you really expect the homepage to be the best location for product recommendations?

I’ve been doing some research into the best locations for product recommendations. Originally, I expected homepages or product pages to be the best location to show product recommendations because of the high traffic to these...
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Obama may be behind your next pay raise

On Wednesday February 27th, my colleague Neil Hamilton and I will be at the TFM&A show in London. We’re teaming up on a presentation at 12pm summarizing a few of the hot trends we’re predicting for...
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Combining web and email strategies for “Perfect Customer Engagement”

There are many ways in which marketers are engaging with their customers, here are a few scenarios. The first scenario would be a web marketer who has integrated a personalization strategy on their website. They will...
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Customer Data is the Key to Relevancy in Online Marketing

Typically, I receive about 100 emails split across my work and personal email accounts. Rarely am I able to open them all. As a result, I have become efficient at making the decision to open...
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