How retail should use email marketing

Email marketing can be the most effective sales support for retail companies. It is undisputed that it is by far the best value for money form of advertising. For every £1 spent, email marketing generates a £38 ROI. Email has been claimed to be more than 40 times more effective than Facebook or Twitter. This is easy to imagine as people have absolute control over their inbox in choosing to receive emails from their favourite brand it is reasonable to assume a retailer will be sending emails to people who want their emails. People have very little control over the type of content they receive via social media and most retailer brand messaging gets lost, not least because people don’t…

Email blasts are dead…

The talk is all about marketing automation nowadays. On a group of email geeks, or leading email proponents, depending on your view that I hang out in called Only Influencers the question was asked this week; are email blasts dead? This led to an interesting debate which, to my mind, completely debunked the myth which is marketing automation. For me, marketing automation is a term, thought up by email marketing companies who want to muddy the waters enough to get a foothold in the market. Let me explain; almost from the inception of email broadcasting companies like Saber Software (who became e2 communications) were using “marketing automation” to sell software services online – only they called it adaptive sequenced messaging…