Whitepaper: Increasing charity donations by putting donors back in control

New ICO legislation is gradually shutting down several of the traditional channels that charities rely on for fundraising, and limiting the ways in which charities can contact third party databases to seek new donors through channels like email and SMS. Whilst legislation is undoubtedly designed to benefit the consumer, the charity sector is in real danger of losing vital fundraising …

The reboot of a 17 year-old Finnish classic underlines why advertisers are returning to email over display

Display is big business, it accounted for £3.03bn of UK digital ad spend in 2016, but core channels like display, which were previously a stalwart of brands’ media investment, are now increasingly under the microscope. While it’s undoubtedly great for mass brand exposure, display, for example, must offer lower and lower cost per thousand impressions rates to yield the ROI …

Providing Context: How Intent Data Leads to Better Marketing

(Article first published on Exchangewire.com, 13/01/17) Ask a consumer to define ‘SPAM’ and ‘Marketing’, and the likely answer will be SPAM is anything they don’t deem personally relevant and marketing anything that they do. In other words, writes Suzanna Chaplin (pictured below), commercial director, ESBConnect, it depends on that particular time and context – what may be SPAM one day, is …

Which subject line strategy will make 6% more of your customers click on Black Friday? We look at top performers from 85 million email sends

Black Friday is undisputedly big business for retailers, with UK online sales topping £1 billion for the first time in 2015. And email advertising was the single biggest channel driver of Black Friday online sales, generating a massive 25.1%, or £251 million, according to a report by Custora. Given that Black Friday UK online sales increased 35% in 2015, and …

Email drives the largest share of Black Friday online sales at 25%. Here’s why.

Black Friday is big business for retailers, and it gets bigger every year. In 2015, online traffic increased by 16.6% across the Black Friday period, according to IBM’s holiday shopping report, and this year there is a predicted 5-10% increase in website volume across the same period. What’s more, email drove a massive 25.1% of all Black Friday online sales …

Is Email 2016’s Advertiser Panacea?

(First published on ExchangeWire.com on 19/9/2016) By Stuart Austin, Head of Retargeting, ESBConnect Reading articles, posts, and blogs on the state of online advertising in 2016, there are a lot of common issues affecting advertisers and agencies, and many that email could help with if, advertisers took another look at it. Transparency & engagement Too many buyers are in the …

One Small Change Can Make a Big Impact

This is a real-story of how we reduced the cost per click by almost two-thirds with a simple change. The Sun needed to raise awareness for their Holidays’ campaign and asked us to deliver the maximum amount of clicks possible based on a fixed budget. The campaign activity started successfully but we noticed the Click Through Rate (CTR) was lower …

The bite-sized guide to improving your email CTRs

In 2015, we sent upwards of 2 billion emails for over 750 brands and loaded over 1500 email creatives. All these emails shared one common goal, to engage new customers and generate incremental revenue. Interestingly we found that one design layout consistently out-performed all others. This was the below:   In this article we are going to dissect why and …